To Assess the Significance of Digital Marketing on Hilton Hotel Sales

This report assesses the significance of digital marketing in boosting sales for the Hilton Hotel, a leading UK-based hospitality company. The study investigates the use of digital marketing tools, their impact on customer awareness, and the relationship between digital marketing operations and sales growth. Employing both primary and secondary data collection methods, including questionnaires and statistical analysis (frequency distribution, cross-tabulation, and chi-square testing), the research evaluates the effectiveness of various digital marketing strategies. The findings highlight the importance of digital marketing for promoting Hilton's products and services, increasing customer awareness, and ultimately driving sales. The report concludes with recommendations to improve the hotel's marketing strategies and enhance business performance, offering valuable insights into the role of digital marketing in the hospitality sector.

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TO ASSESS THE SIGNIFICANCE OF
DIGITAL MARKETING ON BOOSTING
THE SALES OF HOSPITALITY COMPANY:
CASE OF HILTON
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ACKNOWLEDGEMENT
I am so grateful to all those persons who have given me support, guidance as well as much
needed motivation so as to complete the current research study. Firstly, I owe my thanks to mentor
who gave me chance to undertake this dissertation. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible accords. This led to successful
completion of dissertation and achievement of relevant results.
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ABSTRACT
In the current business scenario hospitality organizations are using different tools and techniques of
digital marketing for advertisement of products and services. These tools are effective for
international marketing as well as for attracting number of customers. Aim of the current study is to
assess the significance of digital marketing on boosting the sales of Hilton hotel which is one of the
leading hotel group of UK. For attaining this aim research has been focused on importance digital
marketing in marketing operations of hospitality firm. Along with this, determining reasons that
influence requirement of digital marketing in hospitality business was also one of the major
requirement for attaining aim of the research. Further focus has also been given on relationship
digital marketing operations and growth in sales of the company. Afterwards research has provided
appropriate suggestions to improve marketing of Hilton hotel. Researcher has used a very
systematic process for conducting whole investigation. Study has focused on primary as well as
secondary data collection methods for collecting facts and information about digital marketing and
sales of the organization. For analysing these information researcher has used quantitative and
statistical analysis methods such as frequency distribution, cross tabulation and chi square testing.
Findings of the research has concluded that digital marketing is important for advertisement and
marketing and promotion of products and services of Hilton hotel. Along with this, digital
marketing is significant for increasing customer’s awareness and sales of the company. Study has
also concluded that technology advancement, high use of internet by customers, competitor’s
strategy and requirement of global marketing and advertisement. Overall, findings have reflected
that digital marketing and sales have strong relationship with each other. So, different tools of
digital marketing are very significant for boosting sales of Hilton.
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TABLE OF CONTENT
chapter 1: Introduction.........................................................................................................................1
1.1 Title............................................................................................................................................1
1.2 Introduction................................................................................................................................1
1.3 Project Rational..........................................................................................................................1
1.4 Aim and Objectives....................................................................................................................2
1.5 Research Question.....................................................................................................................2
1.6 Focus and Purpose.....................................................................................................................2
1.7 Review of Literature and theory explored.................................................................................3
1.8 Review of methodology employed............................................................................................3
1.9 Dissertation structure.................................................................................................................4
1.10 Significance of the research.....................................................................................................5
CHAPTER 2: Literature review...........................................................................................................6
2.1 Introduction................................................................................................................................6
2.2 Digital Marketing.......................................................................................................................6
2.3 Importance digital marketing in marketing operations of hospitality firm................................6
2.4 Types of digital promotion tools................................................................................................8
2.5 Relationship between digital marketing operations and growth of sales in hospitality business
.......................................................................................................................................................10
2.6 Impacts of digital marketing in an organization......................................................................12
2.7 Research Gap...........................................................................................................................16
2.8 Hilton Manchester Deansgate:.................................................................................................16
CHAPTER 3: Research Methodology................................................................................................17
3.1 Introduction..............................................................................................................................17
3.2 Research Philosophy (Positivism)...........................................................................................17
3.4 Research Approach..................................................................................................................17
3.5 Research Design:.....................................................................................................................18
3.6 Research Technique.................................................................................................................19
3.7 Data Collection........................................................................................................................19
3.8 Data collection instruments.....................................................................................................20
3.9 Sampling..................................................................................................................................21
3.10 Data Analysis.........................................................................................................................21
3.11 Ethical Consideration.............................................................................................................22
3.12 Limitations.............................................................................................................................22
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chapter 4: Data analysis......................................................................................................................24
4.1 Introduction..............................................................................................................................24
4.2 Statistical analysis....................................................................................................................24
4.2.1 Frequency distribution...............................................................................................................24
4.2.2 Cross tabulation.........................................................................................................................30
4.2.3 Chi square testing......................................................................................................................34
4.3 Summery..................................................................................................................................36
chpater 3: Result and discussion.........................................................................................................38
Chapter 5: Conclusion and recommendations....................................................................................41
5.1 Conclusion...............................................................................................................................41
5.2 Recommendations....................................................................................................................44
5.3 Reflective statement.................................................................................................................45
References..........................................................................................................................................47
Appendix 1.........................................................................................................................................52
Questionnaire for management team of Hilton hotel.....................................................................52
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TABLE OF FIGURES
Figure 1: use of internet........................................................................................................................7
Figure 2: Use of digital marketing by various industries.....................................................................8
Figure 3: Advertising in social media.................................................................................................10
Figure 4: Budget allocation of digital marketing...............................................................................13
Figure 5: Skill Gap faced by marketers..............................................................................................15
Figure 6: Inductive approach..............................................................................................................17
Figure 7: Deductive approach............................................................................................................17
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CHAPTER 1: INTRODUCTION
1.1 Title
“To Assess the Significance of Digital Marketing on Boosting the Sales of Hospitality
Company: Case of Hilton”.
1.2 Introduction
Digital marketing is one of the important promotional tool for an organization which help in
promoting products and services via electronic media. Major channels of digital marketing include
social media networks, emails, search engine, website, online PR, Blogs, Mobile applications and
video advertising, etc. It is generally applied for increasing communication and brand awareness. At
the current business scenario digital marketing is current trend of marketing (Dhote, Jog, Gavade
and Shrivastava, 2015). Each and every organizations wants to invest specific amount of funds in
digital marketing. But, analysis of the return of digital marketing investment is little complex.
Sometimes online existence of an organization becomes costly so, companies need to pay attention
towards the digital marketing and its impact on financial performance.
The current study focuses on role of digital marketing on sales and performance of the firm.
Author wants to determine that whether digital marketing increase or decrease the financial
performance of the company (Gay, Mills and Airasian, 2011). Study focuses on hospitality industry
because it is one of the major industry which is using digital marketing for promotion of products
and services. Regarding this, researcher has chosen Hilton hotel which has invested huge amount of
money in different tools and techniques of digital marketing. So, determining the impact of digital
marketing on sales of the Hilton hotel is one of the major aim for researcher. For attaining this aim
author will focus on advantages and disadvantages of digital marketing for a hospitality firm.
Further it will also shed light on relationship between digital marketing and sales of the
organization. Author will follow a systematic process of research which will include literature
review, research methodology and data analysis (Khan and Siddiqui, 2013). It will help in
understanding, analysing and resolving research problem. Including this, using this process author
can easily attain aim and objectives in effective manner.
1.3 Project Rational
Demand of digital marketing is raising day by day which is affecting cost of the every
organization. Increment in marketing cost has negative impact on total financial performance of a
company. So, declining sales and increment in marketing cost are major issues of the current study.
It is an issue because it has indirect and negative impacts on overall performance of an organization
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as well as also affect competitive advantage of the firm. Along with this, most of the companies in
hospitality industry are using digital marketing tools without assessing its relations with sales and
performance of the firm (Kriz, Gummesson and Quazi, 2013). So, author wants to clear this issue
and determine the actual solution for the same. It is an issue now because Hilton hotel is also
investing huge amour of money for implementing different tools of digital marketing in
organization. After using these tools sales of the company has raised but cost of the company has
also increased which has negative impact on total performance of the firm. So, it is one of the
major issue for Hilton hotel. So, author has selected the current research subject for determining
appropriate relationship between digital marketing tools and sales of the firm. For resolving this
issue research study will shed light on different tools and techniques for digital marketing. Focus
will also be given on reasons that influence requirement of digital marketing in hospitality business
(Leeflang, Verhoef, Dahlström and Freundt, 2014).
1.4 Aim and Objectives
Aim:
“To assess the significance of digital marketing on boosting the sales of Hospitality
Company: case of Hilton”.
Objectives:
 To assess the importance digital marketing in marketing operations of hospitality firm
 To determine the reasons that influence requirement of digital marketing in hospitality
business.
 To assess relationship digital marketing operations and growth in sales of Hilton Hotels
 To suggest important digital promotional tools to influence business performance of Hilton
Hotels.
1.5 Research Question
1. What is the major importance digital marketing in marketing operations of hospitality firm?
2. Why digital marketing is required for digital marketing in hospitality business?
3. How digital marketing operations and sales of Hilton Hotels are related with each other?
4. How digital marketing strategies of Hilton hotel can be improved?
1.6 Focus and Purpose
Determining importance of digital marketing for financial performance of Hilton hotel is
major aim of the current study. For attaining this aim study will focus on different tools of digital
marketing and their advantages for Hilton hotel. Along with this, Researcher will also focus on
different historical research on similar subjects which will help in understanding research problem.
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Further, focus will also be given on association of digital marketing and sales of a hospitality firm.
Major purpose of this investigation is determining role and importance of digital marketing
for financial growth of Hilton hotel (Kenny, Pierce and Pye, 2012). As per the background study of
Hilton hotel author has determined that Hilton hotel is investing huge amount of money in digital
marketing and online existence of organization in hospitality industry. So, author has conducted the
current study because he/she wants to determine whether digital marketing is wrathful for Hilton
hotel or not.
1.7 Review of Literature and theory explored
For the current investigation researcher will review literature which will provide appropriate
insights to understand research problem. Including this, for getting appropriate answer of research
question author will shed light on past research studies on digital marketing and different tools
which are used by organization for marketing, advertising and promotion of product and services.
Further, literature of the study will also comprise positive and negative impacts on digital marketing
on different organizations of various industry. By which author can easily determine the
significance of this type of marketing for Hospitality industry (Garner and Scott, 2013). Literature
review plays important role in formulating aim and objectives for the current investigation. Along
with this, it is also effective for understanding research problem and getting solution for resolve this
issue in effective manner. Insights of literature will play important role in developing hypothesis by
which researcher can attain aim and objectives in appropriate way.
1.8 Review of methodology employed
Research methodology can be defined as a systematic and theoretical analysis of methods to
conduct investigation on specific subject. For the current investigation researcher will use the
research onion strategy which will help in selecting appropriate methods for investigation. As per
the subject author will apply positivism research philosophy for conducting investigation because it
helps in focusing on objective of the research rather than subjectivity of the investigation. Along
with this, researcher will apply deductive research approach because whole investigation is based
on quantitative data and information. It will also help in hypothesis testing for getting appropriate
findings and results (McMillan and Schumacher, 2014). Further, study will focus on descriptive
research design because it helps in conducting survey methodology as well as also play significant
role in analysing facts and figures in qualitative as well as quantitative methods. For attaining
research aim author will use quantitative techniques because it include different mathematical
models, tests and methods which help in resolving issue in effective manner.
For determining relationship between digital marketing and sales of Hilton hotel, researcher
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will use both primary and secondary data collection methods for obtaining appropriate facts and
figures. Researcher will use survey methodology and questionnaire for collecting primary
information about the digital marketing strategies of Hilton hotel. In contrast, for secondary data
collection author will use different sources such as books, journals, literature and annual reports of
the company. After collecting appropriate facts and figures researcher will apply quantitative
methods such as statistical methods for examining facts and figures in effective manner. For
analysing facts and figures researcher will use frequency distribution, cross tabulation and chi
square testing. These tools will help in completing research and getting findings in appropriate way.
Overall, author will implement most appropriate tools, techniques and methods for conducting
whole investigation in effective manner (Li, Zhao and Chen, 2012).
1.9 Dissertation structure
Dissertation will use the following structure which will help in completing investigation in
appropriate way.
 Chapter 1 Introduction: This chapter describes a brief overview of the entire dissertation. It
comprises aim, objectives and project rational. These sections helps in determining the
major focus and purpose of the investigation. Further it also includes a brief outline of the
subject on which researcher is going to conduct the current investigation (Marcos, 2013).
 Chapter 2 Literature review: It is one of the important section for getting fact and figures
from the relevant historical studies. According to the research aim and objectives author will
include past research studies on digital marketing and their importance for different
organization (Hendrix, 2014).
 Chapter 3 Research Methodology: This chapter will comprise different tools and techniques
of research which will play important role in conducting investigation in appropriate
manner. It includes appropriate tools for collecting and analysing facts and figures. Further it
will also include information about the sampling techniques for selecting appropriate sample
(Dasgupta and Ghatge, 2015).
 Chapter 4 Data Analysis: In the research methodology chapter researcher will use
appropriate method for collecting data. After obtaining facts and figures researcher will
include appropriate techniques of data analysis (Edwards, 2015). Therefore, this chapter will
include appropriate process of data analysis for getting appropriate findings and results.
 Chapter 5 Conclusion and Recommendation: After analysing collected information
researcher will make appropriate conclusion and recommendations for the current
investigation. Afterwards it will comprise appropriate suggestions for implementing digital
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marketing and increasing sales of Hilton hotel (De Leeuw, 2005). Along with this, it will
also include all information about improvement in learning and capabilities of researcher
during the whole investigation.
1.10 Significance of the research
Assessing digital marketing and its relationship with of Hilton hotel is the major aim of the
current investigation. Accomplishment of the current investigation is very significant because it will
provide appropriate relationship between digital marketing and sales of the Hilton hotel. It will be
significant for other hospitality industry by which they can develop their marketing strategies.
Including this, findings of the current investigation will also be beneficial for PhD research scholars
and other investigators for conducting future investigation on similar subjects (Florès, 2014). Along
with this, current dissertation will also provide appropriate findings about the advantages and
disadvantages of the digital marketing in terms of financial performance. So, it will be beneficial for
other organizations also. Using this study, Hilton hotel can improve its digital marketing strategies,
so, accomplishment of the investigation will be very significant for different aspect.
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