Digital Marketing Landscape and Strategies: Hospitality Sector

This report examines the application of digital marketing within the hospitality industry, using Marriot Hotel as a case study. It begins with an overview of the digital marketing landscape, highlighting opportunities and challenges, and compares online and offline marketing approaches. The report then delves into key consumer trends driving digital marketing growth, such as tech explosion, international visitors, seamless technology needs, destination promotion, and catering to millennials. It identifies essential digital tools used by hospitality organizations, including email marketing, Google Analytics, content creation, and paid social media. The development of e-commerce and digital marketing platforms is also discussed, emphasizing their role in expanding market reach and enhancing customer engagement. Furthermore, the report outlines a digital marketing plan, and discusses methods for monitoring, measuring, and evaluating the effectiveness of digital marketing strategies. The report concludes by emphasizing the importance of adapting to evolving consumer behaviors and leveraging digital tools to achieve competitive advantage in the hospitality sector.

Hospitality digital
marketing

Table of Content
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Overview of digital marketing landscape....................................................................................4
Key consumer trends fuelling the growth of digital marketing...................................................5
TASK 2............................................................................................................................................6
Key digital tools used by hospitality organization.......................................................................6
Development of e-commerce and digital marketing platforms...................................................7
Task 3...............................................................................................................................................9
Marketing plan.............................................................................................................................9
Task 4.............................................................................................................................................12
Monitoring, measuring and evaluation of digital marketing strategy .......................................12
CONCLUSION..............................................................................................................................14
REFRENCES.................................................................................................................................15
INTRODUCTION.........................................................................................................................17

INTRODUCTION
Hospitality digital marketing can be understood as one of the most important developed
business concept coming up within business world to function out with wide functionality and
operations with high efficiency. Hospitality companies within world are coming up with new
innovations and use of social media usage, digital marketing paradigms to gain profitability,
recognition within business world which is highly changing and transforming. Marriot hotel is
one of the biggest hospitality company known for its world-class amenities provided to
customers, to leverage onto wide operational efficiency to gain the set competitive parameters
within hospitality industry. The report explains overview of various opportunities and challenges
within digital marketing landscape and comparison of online and offline marketing concepts, key
consumer trends which are fuelling the growth of digital marketing within business world. The
report further examines digital tools used by hospitality companies and development of e-
commerce and digital marketing platforms to bring marketers close within profitability and
goodwill parameters. Report also discusses marketing plan for digital media for building multi

channel communication patterns for consumers within business world, the various effective
monitoring methods which enable to bring on measurement paradigms within high competitive
hospitality industry (Chaffey, 2019).
TASK 1
Overview of digital marketing landscape
The digital marketing landscape globally is developing with large technology evolution
and higher use of digital media to build on various new paradigms to pertain onto vivid
paradigms for gaining large profitability and goodwill for companies. The digital marketing
landscape has given wide opportunities for hospitality sector industries which are undergoing
huge transformation work paradigms to bring on developed working hemisphere for companies
and to rationally bring marketers close for bringing positive synergy of growth. Marriot hotel has
wide opportunities to bring on developed business culture with usage of digital marketing
avenues, social media advertisements through which large technical advancement can be
attained. The opportunities can be analysed with the factors that Marriot hotel will be able to
bring on wide consumer market share and target young age people who are highly using online
sources and digital marketing has been actively giving huge competitive targets within
hospitality industry. There is also opportunity to enter into untapped countries segments where
higher marketing strategies can be formulated with used of digital marketing, use of social media
parameters and to develop long term profitability. Challenges are there is higher use of
investments coming up with adoption of digital marketing, use of new technology factors and to
develop training platforms for all employees. There is also challenge of data safety and
developed use of social media as many times company may face challenge to bring all pertaining
parameters (Heinze, Fletcher and Cruz, 2020).
The online marketing and offline marketing has various comparative parameters which
enable us to analyse pros and cons of adopting digital marketing paradigms where it can be seen
that online marketing concepts work as asset for the brand enabling wide fundamental business
opportunities. Online marekting is wide with various channels and platforms of communication
among consumers building keen synergy of innovation , creative business factors and to generate
large determinants of optimistic growth within competitive bushiness world. The offline
marketing on other hand holds no productive growth and keen factors of marketing which is
highly less effective and non responsive to bring on changes with competitive business world.

Marriot hotel for gaining higher place of technical advancement and building exploitative
opportunities have to work on digital marketing and build online channels of communication
within global business paradigms and consumers within international segments (Zhu and Gao,
2019).
Key consumer trends fuelling the growth of digital marketing
The key consumer trends fuelling the growth of digital marketing within hospitality
industry, analysis of which will enable Marriot hotel to grow strongly are as follows:
Tech explosion: Globally consumers within business world are coming onto term of high
technology used within hospitality business avenues, where new usage of digital marketing tools
are advanced functional and highly demanded to bring on various paradigms (Saura and et.al.,
2019). The tech explosion highly connects business developed business fundamentals to bring on
more quested synergy and functional efficiency for larger profitability development. Customers
look upon having the best hospitality services where they can easily check in websites and
various paradigms to get best advanced hospitality services which are highly important to
companies for bringing on rapid development.
Influx of international visitors: The global consumers have been rapidly increasing worldwide
where hospitality companies are facing huge influx of international visitors, which can be seen
from high digital marketing paradigms to pertain onto wider usage of technical functional
positions. The online digital marketing comes with wide paradigms and enforced quality patterns
where there is more effective communication among consumers, marketing out various
paradigms and to pertain onto higher roles through which upscaled profitability can be attained
(Wang, Malthouse and Uzunoglu, 2019).
Need for seamless technology: The need for seamlessness and high effective technology usage
has been rapidly increasing worldwide where visitors have easy available to hotel informations,
digital check in facilities which gives on higher viable position metrics through which innovation
is highly determined (Leung and Mo, 2019). The seamless technology works as one of the
biggest asset for gaining stronger position within business world, and to bring technical
advancement within work regulations through which guests get higher advanced services.
Destination promotion through digital marketing: Hospitality companies are giving on huge
importance to destination marketing and social media marketing factors where images and tweets
through social media gives on huge factors of technical advancement. Hilton hotel through

destination marketing factors can gather huge developed business patterns and work towards
leveraging fundamental use of digital marketing avenues through which keen synergy of
optimistic synergy can be attained and also potentially bringing on effective usage of social
media and digital marketing (Okumus, Altinay, and Koseoglu,2019).
Catering to millennials: This factor stresses importance of demographic group personality based
marketing where young age people are the most known age group of people who travel a lot. The
hospitality companies need to come up with new marketing paradigms, higher effective
marketing avenues and pertaining the focus towards determining consumers based on their
preferences, social cultural demands and the paradigms which enable in building higher
evocative working structures (Radu and et.al., 2017). Marriot hotel need to use the data of the
latest online digital marketing avenues which pertain onto bringing higher effective consumer
oriented services and destinations as per their choices.
Theses are the key consumer trends which are fuelling growth among business
avenues and globally recognizing the factors of customized travel accommodations , high
potential utilization of digital marketing paradigms and to pertain onto wider scale customer
market share goodwill and profitability.
TASK 2
Key digital tools used by hospitality organization
The Marriot hotel with varied digital marketing tools can develop strong place within
business world and segment customers within varied business aspects and functionally bring the
best paradigms (Law, Chan. and Zhao, 2019).
Email Marketing: Marriot hotel by the effective usage of email marketing where the company is
directly coming under direct communication with customers who are planning to book theirs stay
at hotel. The email marketing has been recognized as one of the major marketing tool to bring on
developed business practices and to pertain on various parameters of gaining stronger working
parameters which not only develops longer working paradigms but holds big opportunities to
bring on keen factors of technical marketing avenues.
Google Analytics: This digital marketing tool enables to gather higher focused synergy of data of
the best consumer preferences, leveraged factors of digital marketing which also develops larger
focus on bigger scale of services pertaining onto higher developed technical advancement.

Marriot hotel has been using the google analytics based on the consumer increasing preferences
within hospitality industry to benchmark competitive growth and also to work with keen
resources for gaining stronger viable position (Fu., Chen, Huang and Köseoglu, 2019).
Content creation: The Marriot hotel is using also various new content creation platforms such as
twitter, Instagram , Facebook, YouTube to actively reach to global customers and work on the
various paradigms which enable the company to gain optimistic place within the higher
competitive business world. The content relates to digital presentation of company resources,
marketing fundamentals and to bring on active functional steps which will enable to built strong
digital position within all metrics. The hospitality companies are using varied innovative content
to gain strong viable position metrics, productively bring digital media usage with the best usage
and quest to bring on long term position within international marketing factors.
Paid social media: The Marriot hotel can also vitally use social media paid advertising which is
becoming one of the most proactive way to build promotional marketing avenues, bring varied
use of social media and factorize the growth potentialities within global customer trends. The
paid social media advertising is one 0f the most evocative way to bring on varied rational use of
new technology aspects where advanced usage of new media services do not only bring on
positive impactful position for the company within digital marketing paradigms, but also give
rise to opportunity to factorize the new profitability working patterns effectively. The paid social
media advertising hold massive opportunities to cater world-class opportunities and to be
technically advanced with changing business world aspects, keenly bring new factors of
destination tourism , management of the best hospitality services through which more rational
factors of gathered synergy is used (Köseoglu, Law. and Dogan, 2019).
Development of e-commerce and digital marketing platforms
E-commerce development has been recognized as one of the biggest pragmatic change
coming up within business world of hospitality industry to generate wider rational functional
positions which not only enables to gain higher scale services and generate viable position
performance paradigms pertaining onto competitive levels. E Commerce has brought world
hospitality companies highly close within competitive synergy to bring higher scale profitability
and developed functional strength to bring on more effective functional strength which will not
only promote huge profitability operations and wider scale formulation. The hospitality
companies are entering scope of e-commerce, digital marketing platforms and avenues to

generate wider scale marketing and to reach long term positions onto business world. Marriot
hotel has been building on new development fundamental patterns with wide operations
expansion and e-commerce marketing platforms to enter into untapped countries segments and
for gaining stronger outputs of new determinants (Koc, 2019).
The marriot hotel has been using wide operations within digital media formulation,
marketing platforms top build on responsive growth parameters and to attain viable position
metrics for gaining higher quality metrics. E commerce has given wide rise to all avenues of new
dynamic marketing paradigms and to pertain on wider scale services for gaining higher outputs
and stronger developed outputs for technical efficiency. The brand focuses on higher relative
fundamental usage of innovation within business paradigms and to bring on new quested synergy
of larger effective outputs. Marriot hotel has been coming with new marketing strategies within
online business platforms by using the latest fundamentals and customers preferences which are
not only highly dynamic but also responsive to bring on new changes for long term viable
position metrics. The brand aims to be optimistic for all innovation growth parameters pertaining
for longer synergy of profitability, keen focus onto wider roles of enhanced services which has
given wide opportunities to gain larger customer oriented services. Innovation builds competitive
culture in company where management has high focus on using the latest research analysis as
base to integrate them in business expansion strategies and reach new levels of revenue
profitability. E-commerce holds wider opportunities t bring on higher effective standards of
marketing and spread of destination management which not only attracts tourists from global
parameters but has also been developing longer synergy of keen technicial focus (Kabadayi,Ali
and Lu, 2019).

Task 3.
Marketing plan
Aim
 To achieve 25% hike in company's sales turnover.
Objectives
Marketing team of Marriott's Hotel fescues on smart objectives behind the marketing campaign
of company. SMART Objectives provides specific direction to company's marketing campaign.
Specific: Company is aiming to achieve the 25% hike in its sales turnover with the support of
marketing campaign (De Pelsmacker, Van Tilburg and Holthof, 2018). Company also trying to
improve the brand value of company with the support of marketing plan. Company’s objectives
are to achieve the dominance in market.
Measurable: Company can measure the success as the increase in market share of 25% can be
measured by analysing sales figures of company. Sales growth and growth in market share can
be measured with the support of comparison in books of accounts of company.
Achievable: Marriott Hotel is aiming to receive a sales hike of 25% with the support of its
digital marketing plan. In previous years also company has entertained an effective sales hike of
more than 25%. Company has an effective goodwill also which will also support the marketing
team to achieve its ultimate objectives of the marketing campaigns.
Realistic: It can be projected that the aim of sales hike in 25% is realistic in nature. Company
can achieve this growth rate with the support of its digital marketing strategies. In recent times
tge strategies like YouTube, Instagram, digital branding played huge role for the companies to
achieve the objectives (Manjula, 2018). The target to achieve the sales growth of 25% is
realistic.
Time frame: Company has set a time frame of 1 year to achieve this objective.
SWOT Analysis
SWOT Analysis is an internal analysis of the company. This analytical tool give
emphasis to assess about company's strengths, weaknesses, opportunities and threats in respect
to its digital marketing campaigning.
Strength:
 Effective resources of Marriott Hotel.

 Well experienced marketing team.
 Goodwill of company.
 High brand loyalty of customers.
 Digital presence of target customers.
 Trend of social media networks.
Weakness:
 Recent emergency incidents like Coved 19 Pandemic, terror attacks created threat in the
mind of travellers to travel around the world.
 Marketing plan is targeting to specific customer group.
 Trends always change in business environment.
 Time frame of the marketing plan stick to one year which will not allowed company to
make any significant change in digital marketing strategies for next one year.
Opportunities:
 To entertain growth in market.
 To achieve sales hike.
 To improve the brand value of company in market.
Threat:
 Competition is a major threat company will address.
 Data hacking threat.
Marketing mix
Marketing mix involves product, price, place and promotions involve in digital
marketing plan.
Product: Marriott Hotel offers different product segments like luxury rooms, spa, online
bookings, logistics, restaurants, yoga services and other related products. Product portfolio of
company is vast and covers all kinds of hospitality services. Company also has a capability to
meet the needs of corporate customers. It provide the facility for business meetings, events,
parties, bars, lounge and offers all different kinds of products meet various needs of the
corporate customer segment.
Price: Price range of products offer by company belongs to upper middle class and upper class
income background peoples (Parekh, Kapupara and Shah, 2016). Company also provide
occasional discounts to attract customers. Corporate discount is also a part of the pricing

strategies follow by company that also makes the pricing of company more attractive and
affordable.
Place: Company carry the business operations at more than 500 locations all across the globe.
Digital marketing campaign of company will cover all its business locations to entertain all its
objectives behind the marketing campaign.
Promotion: This marketing campaign will channelise all different marketing strategies over
different digital mediums and tools.
Digital marketing strategies
Marketing team of Marriott Hotel will cover the following digital marketing strategies.
All such strategies will allow company to attract both customer segments luxury business
division and active holiday seekers.
Social media marketing: Marketing team of Marriott Hotel has framed collaborations with
Snap chat influencer Shaun McBride. He will promote company's products over his social
media account. This is an important strategic tool company will channelise. This strategy will
attract many young travellers all across the globe towards booking stays in Marriott Hotel.
Search engine optimisation: Marketing team of Marriott Hotel has involved the digital
marketing strategy call search engine optimisation for this campaign. This strategy will
influence the decision making of luxury business division specifically (Reda, 2019). In this
strategy company will influence the internet searches in such a way that marketers of company
will be able to attract customers. Company will also influence the ratting of the hotel over
internet websites to attract consumers for hotel.
Email marketing: Email marketing is also a key strategic tool marketing team will channelise
to target customers for the marketing plan. This marketing strategy will be used to attract luxury
business division specifically. Company will give attractive offers to such corporate group to
attract the decision making of these consumers.
You tube marketing: Marketing team of Marriott Hotel has collaborated with the YouTube
influencer Jackson Harries who operates the you tube channel call Jacks Gap and owns more
than 4 million subscribers on his channel (Tardan, Shihab and Yudhoatmojo, 2017). He will
shoot a promotional video of the hotel which will include all destinations company is currently
serving. This will allow company to attract travellers and also to some extent corporate
customers.

Travel documentaries: Marketing team of Marriott Hotel has collaborated with Snap-chat
influencer Shaun McBride to shoot a travel documentary over the Marriott Hotel. This strategy
will allow company to influence the hospitality decision making of young travellers along with
business community. He owns a followers list of millions of peoples all across the globe.
Monitoring and control
Monitoring and control involves analysing the outcomes of the different digital
marketing strategies company has channelised to conduct the marketing campaign. Marketing
team of Marriott Hotel will use the analytical tool call google analytics to assess the impact of
all the strategies company is channelising under digital marketing campaign. Google analytics
will demonstrate individual figures related to all marketing strategies. Company will also
address the views over travel vlog, YouTube advertising to analyse about the impacts of the
digital marketing activity.
Budget
Marriott Hotel has set the budget worth £ 500000 Pound for the digital marketing plan.
Social media marketing will need £ 150000 Pound search engine will need £ 200000 Pound
email marketing will need £ 50000 Pound and you tube marketing will need £ 100000 Pound.
Time frame
All the marketing strategies of the company will be active for next one year. Company
will aim to achieve its targets in the next one year with the support of all the digital marketing
strategies.
Task 4
Monitoring, measuring and evaluation of digital marketing strategy
Monitoring, measuring and evaluation involves analysing the response of the target
customer segments in respect to company's digital marketing campaign. Tools marketing team of
Marriott Hotel use to monitor and measure the digital marketing campaign can be projected in
following points.
Total site visit: Total site visit is also an important technique to assess the impacts of the digital
marketing campaign run by company. In all its marketing strategies and techniques like you
tuber video, travel vlog, documentary company will mention its website address so that
interested customer can check out the details about the company. Marketing team will monitor

the number of visits company has received on its website address (Thorpe, 2018). Total site
visits will provide an exact information to company about how much the target customers are
taking interest after watching videos and documentary about the company's services and
products. This will also allow marketing team to assess how the much the marketing strategies of
company getting customer engagements.
Views on videos: Marketing team will monitor and measure the response on the marketing
campaigns related to you tube, snap chat and travel documentary on the basis of the number of
views receive by company. This is an important strategic tool company can use to assess the
impacts marketing campaigns create. Number of views will provide an exact statistical figures to
the company in respect to how the promotional campaign of company get response.
Time on site: Time on site is the time denoted as the number of minutes interest customers stood
over the website of company. This analytical technique is the modern technique use by
companies to assess the influence marketing strategies of company created. In case the total
number of time is healthy it means that customers are taking interest in company's services and
products. It denoted that customers are overviewing details about the products offer by Marriott
Hotel (Vinerean, 2017). Interested peoples in these marketing strategies will be such peoples
who are planning a travel trip. This also allows company to assess the total number of customers
company can expect to witness in coming months or years.
Mobile traffic: Marketing team of Marriott Hotel will also channelise mobile traffic tool to
monitor and control the marketing campaign. This tool denotes about the number of mobile users
are searching about the company. Mobile traffic will not just monitor the number of site visits
company has receives rather it will includes all places where the customers has searched about
the Marriott Hotel. This tool allows company to evaluate the popularity of hotel and also the
number of customers interested in the products and services of hotel.
The above mentioned tools will allow marketing team of Marriott Hotel to monitor and
measure the response digital marketing campaign of company is receiving. The above tools will
also support company in making necessary changes to improve the receptions of company's
marketing strategies.
CONCLUSION
This report has projected different aspects related to company's digital marketing
campaign. Digital marketing campaign will involve different strategies like social media

marketing, you tube advertisements, sponsorship of social media influencer, travel
documentaries especially in case of hospitality organisation and other strategies. Company can
also channelises analytical tools like total site visits, number of views, mobile traffic and other
key analytical tools to monitor and measure the response on different digital marketing strategies
company has channelised. This report has also projected the digital marketing strategy call
search engine optimisation to attract the business class customer segment. This strategic tool will
allow company to improve its brand value and also to attract such customers for its products and
services.

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INTRODUCTION