Digital Marketing Strategies and Analysis: Hotel Hilton and Green Park

This report offers a comprehensive analysis of digital marketing strategies within the hospitality sector, using Hotel Hilton as a primary case study. It begins by exploring the challenges, opportunities, and overall impact of the digital environment on the industry, including the influence of social media, technology, and government regulations. The report then identifies and evaluates key digital tools, platforms, and channels employed by both Hotel Hilton and Green Park, such as Instagram, third-party booking applications, SEO, social media marketing, and YouTube. A significant portion of the report is dedicated to developing a digital marketing plan for a hospitality organization, focusing on building multi-channel capabilities. Finally, the report concludes by examining methods for measuring and monitoring the efficiency of digital marketing efforts, providing insights into how to optimize campaigns and achieve desired outcomes. The report leverages examples from Hotel Hilton and Green Park to provide practical recommendations for digital marketing success within the hospitality industry.

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Understanding of challenges, opportunities and impact of digital environment within the
hospitality industry......................................................................................................................3
TASK 2............................................................................................................................................6
Key digital tools, platforms and channels used by the Hotel Hilton and the Green park hotel 6
TASK 3............................................................................................................................................8
Digital marketing plan and build multi channel capability in a Hospitality organization..........8
TASK 4..........................................................................................................................................11
Methods of measuring and monitoring efficiency of digital marketing...................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing is the process to advertise project on the digital platform. This kind of
marketing helps to grow business and create opportunities for companies to show their presence
in a particular market. It is more affective as compare to traditional marketing because
companies can have control on whole digital marketing process, and they can target their
audience.
This report will take Hotel Hilton to explain digital marketing. Hotel Hilton is a global
brand which provides all services related to the hotels and resort. This report will explain
environmental affect on Digital marking of this hotel through SWOT and PESTEL. It will
analysis key digital tools , platforms used by the Hotel Hilton to promote their hotel. This report
will provide digital marketing plan of this hotel on the Bases of luxury business and their active
holiday seekers. In the end of this report will conclude methods of measuring and monitoring
digital marketing efficiency.
LO1
Understanding of challenges, opportunities and impact of digital environment within the
hospitality industry.
Digital marketing is the tool which is used to promote product and services by using
internet. It is important for the companies use digital marketing tool, so they can increase their
teach to all over the world, and they can achieve their profitability. Digital marketing has huge
role in the Hospitality industry which is helping this industry to grow.
Online and offline marketing
online marketing is known as digital marketing, organizations advertise their product
through digital tools. This is one of the best way to advertise market and it is cheaper than offline
marketing and easy to conduct.
Offline marketing is marketing does need internet , This type of marketing refers to
marketing in which social media promotions, blogging and press releases are not involved.
Marketers use strategies in offline marketing which involves – direct mail, point publications.
Hotel Hilton have strong marketing team who have experience in the digital marketing.
But there are some internal and external factors which affect on the digital marking of Hotel
Hilton. Digital Environmental driver such social media, email and technology create
opportunities for the Hotel Hilton. Hotel Hilton is operating their business on global level so it is

important for them to follow all the legal rules and regulation of the counties (Adeyinka-Ojo and
Abdullah., 2019). Government also set some rules related to digital marketing, and they cannot
break their rules. For example- Hotel Hilton cannot promote anything which is against the
government. Economical development in any country where Hotel Hilton is operating their
business can attract the tourist. They can take advantages through digital marketing and run their
campaign to attract Tourist to take services and accommodation form them. This will make more
effective for the company to run their digital marketing campaign, Most of the travellers like to
travel on different places and during their tours they stay in the hotels. To attract those travels
Hotel Hilton run campaign on the social media to attract those travellers, Technology helps this
Hotel Hilton to gain competitive advantages in the Hospitality industry. They have mainly focus
on the shifty and security of their guest through CCTV cameras and other salsify features (Alves,
Sousa and Machado., 2020). This makes their guest comfortable and more secure. Online
booking are available on their websites and it is also available through the third party apps
which boost the rates of the Hotel Hilton. They also put technology facilities in their luxury
rooms where guest can unlock their door with digital key systems. This helps them to show their
presence in the market and also increase their growth. Technology used by the Hotel Hilton are
eco friendly and it does not effect on the environment. It is important for the Hotel Hilton to use
equipment in their hotels which does not affect on the environment. UK government is forcing
hotels to increase their security in the hotel and near areas because crime in UK is increasing
day by day and most of the crime locations are nearby hotels or insides the hotels (Bowie and
et.al., 2016). Hotel Hilton takes this issue seriously and increase security and shifty for the
guest, and they also put camera nearby the Hotel areas. Others hotels also should follow legal
instructions by the government and provide shifty and security to their guest. It will help their
guest to feel safe in the hotel and their nearby areas.
Opportunities and challenges
Hotel Hilton have strong hold on Hospitality industry and advertisement and digital
marketing tools help them to increase their reputation in market, and they are able to show their
presence as a strong brand name. They are continuously increasing technology in their hotel
which is helps them to improve experience of their guest, and they are getting constant upgrade
on business process. Strong customers bases through online booking sides which helps them to
create good reputation, and they are having good feedback from their customers. Innovation in

their Hotel Hinton's website can create opportunities for the company (Demirçiftçi and
Kızılırmak., 2016). They should improve their customers service facility to provide better
facilities to the customers and solve their quires. Innovation in customers services through the
providing technological equipment to their staff can create opportunities for this Hotel
Digitalization and better use of technology in the Hotel Hilton. There are some market which are
under development so company can run online survey on those market to analyse behaviours of
the customers and marketing potential. People are spending their most of the time on social
media platform such as Facebook and twitter etc. Hotel Hilton can make page on social media
and their guest can share their opinion and experience on their page can attract customers to
choose their hotels. They can run digital marketing campaign to attract customers towards their
hotel. Detrital marketing is less costly as compare traditional marketing.
Operations are affecting globally due to the different government polices. Negative
feedbacks on their website from customers put negative impact others. They are focusing mostly
on the traditional marketing more than the digital marketing. Limited marketing shares inspire
of good recall. Operations are affecting globally due to the different government polices.
Negative feedbacks on their website from customers put negative impact others. They are
focusing mostly on the traditional marketing more than the digital marketing. Limited marketing
shares inspire of good recall. Entry of several international brands along with the strong hold on
the global market is creating threats for the Hotel Hilton. Trends in technology increasing day
by day and it is impossible for the Hotel Hilton to follow all trends because it takes too much
time and waste money. Competition on the price point are increasing,Most of the employees are
working in the Hotel Hinton does not get training using technology which is available in the
hotel campus.
TASK 2
Key digital tools, platforms and channels used by the Hotel Hilton and the Green park hotel
Hotel Hilton is using many key tools, platforms and channels to advertise their Hotel on
the global level and their digital marketing campaigns are running their campaign here are some
key tools and channels which are used buy the Hotel Hilton to attract customers (Demirciftci,
Cetin and Bilgihan., 2017). Same it is Hotel green park also use some tools to attract customers
through digital marketing.

Hotel Hilton Green park hotel
Instagram
 This is the platform where Hotel Hilton
have make their own page, and they are
giving more than 256 thousand
followers. They run their campaign on
the Instagram to attract tourist and
people to stay in their hotels. This
platform give them a boost to grow in
this market successfully and show their
presence. This hotel is having one of
the most popular Instagram account
within hospitality industry. They share
their post and share the experience of
guest which is attract people to take
their accommodation services and also
increasing their popularity among the
society. Hotel Hilton collaborated with
some of the Travel influencers to
promote their new list. As a growing
category on the social media, travel
influencers help this sampled. Every
influancer who collaborated with this
Hotel post more than 2 post at least.
Blogs and articles
 Many magazines and online news
channels post articles on Hotel Hilton.
Some of them are paid and some of
them are unpaid (Dinis, Breda and
Barreiro., 2020). This articles attract the
people who are looking for the best
Third party application
 Green park hotel UK is also one of the
famous hotel in UK. They are using
third party application for booking. It is
an collaboration with the third party
application and hotel give some
discount which help this those
applications to make some profit. Most
of the hotels are using this way to make
customers. Those third party
applications advertise their hotels and
suggest their this hotel on the top list
which attract the customers, and they
are also having positive review of those
websites
SEO
 They have maintained their website
properly and they post attractive blogs
which attracts customers. SEO is an
acronym which stands for search
engine optimization, SEO help this
website to get organic and create
traffic for in their website.
Social media marketing
Green park hotel advertising their hotel on the
social media such as Facebook, Instagram,
twitter etc (Kriechbaumer and Teare., 2019).
there are many campaigns which are run by the
Green park hotel. This help them to attract
customers and travellers to stay in the Green

hotels in particular place or any
particular country. They also post blogs
on their websites, and they come on top
on SEO hotel list. Whenever people
search for the hotels then good suggest
their name which increase their
popularity among the society.
Facebook
 Hotel Hilton also having their page on
the Facebook which is top platform of
the social media (Hanrahan., 2017).
Here they run their campaign of the
hotels. This helps them to attract
targeted customers who like to visit
places and travel to new places. This is
effective and help them to get success
in this industry because most of the
campaign was successful and it
increases the popularity of this Hotel.
This is effective platform because
Hotels can see how many visitors are
watching their advertisement and how
many are interested to take
accommodation services for the hotel
Hilton.
park hotel.
Ad roll
 Ad Roll is one of the most well-known
tool for the digital advertisement. This
application help Green park hotel to
boost their customers base of over
35000 advertisers. This platform grants
access to over 500 ad exchanges,
which also include most of the social
media platforms. This tool offer self-
service platform Green park hotel, but
they can leverage their staff for
additional help if they are needed.
These tool helps this hotel to get
success in this industry.
You tube
Green park hotel have their own you tube
channel where they post video of their hotel
and review from their customers. They also
promote their videos on you tube and this
video suggest to the travellers. They also give
advertisement on the other videos which are
related to the blogs or travel (Dinis, Breda and
Barreiro., 2020). This helps to attract amount
of customers to visit their hotel and take
accommodation services in Green park hotel.
TASK 3
Digital marketing plan and build multi channel capability in a Hospitality organization
Digital marketing plan of Hotel Hilton
Executive summary

This report has been covered digital marketing plan of Hotel Hilton, It has been analysed
mission and vision of the Hotel Hinton (Gursoy., 2018). This plan also has been make smart
objectives and it has been analysed situational analyses of the hotel Hilton through the SWOT
analysis. This plan has been explained marketing strategy of this hotel through marketing mix
4Ps. It has been concluded place, product, price and promotion. In the end of this digital
marketing plan has been discuss financial plaining and budget of the Hotel Hilton.
Vision
Vision of Hotel Hilton is to be the earth with the light and warmth of hospitality.
Mission
Mission of Hotel Hilton is to be the first choice of guest, team members, and owners
alike and see below their values.
Objectives
 To extend their luxury brand divisions by 20% in upcoming 6 months.
 To enhance their initiative of building multi-channel capabilities by 30% in upcoming 3
years.
 To increase customer satisfaction by 5% in next 3 months.
 To increase revenue by 10% till the end of year 2020.
SWOT analysis of Hotel Hilton
Strength
Performance management
Hotel Hilton has one of the best appraisal system and performance management in the
whole hospitality industry, which help them to give the best hospitality operations technically
speaking (Hanrahan., 2017). Superiors and staff member of this hotel both are happy with this
system because it is linked with their salary, training, promotion and their development.
Excellent employees benefits
Hotel Hilton provide range of benefits and incentives to their staff members. It is for both
permanent and temporary employees who are working in this company. Some of the benefits
Program are saving plan, Educational Assistance program, The Compsych Guidance and a good
deal of insurance coverage plan so employees can work in the hotel campus without and fear.
Brand Image

Hotel Hilton have strong market image in whole world. This image they have make over
the years of hard work in this industry. They are having hotels branches in the whole world and
many people visit their hotels to take Luxury facilities of the Hotel Hilton.
Loyal customers
There are more than 50 million customers are in their loyalty membership program
which is covering the 13 brands at 5000 hotels Globally.
Weakness
Shareholders Pulling out
Blackstone Group LP who are private equity sponsors of the Hotel Hilton they buy
their shares in a discount price from the Block trade, they have decided to sell their whole shares
worth 15 million (Hudson and Hudson., 2017). It can be good for this share holders and it will
not good for the Hotel Hilton because they are loosing their strong share holder.
Undeveloped network
Hotel Hilton is not having much develop in some of the counties such as Europe. It is
important for this hotel to take necessary steps to increase their network in those countries, so
they can expand their business more.
Issues in China
` one of the major issue Hotel Hilton group are facing is Lodgings in the china face is the
way which cutting edges of employees are awkward in deciding. Chinese representatives are
reliant an operational rules.
Opportunities
Partnership
Hotel Hilton is having joint ventures in worldwide with the some counties like japan,
china, Indians etc. promise interesting remuneration for Hilton, for example, the sale of Waldorf
Astoria in Manhattan for a whopping $ 2 billion, and Hilton holding on to the management of the
hotel for 100 years leading to additional long-term revenues. However, some US departments
have offices and official residences in the Hotel and are not happy.
New marketing champaign
Hotel Hinton's new campaigning for the booking is based on convincing new customers
to visit their hotel (Inanc–Demir and Kozak., 2019). It will attract people who are looking for the

holiday's trips, and they want to enjoy with their family and their friends. This will help to make
new customers and also help them to gain competitive advantages.
Threats
Competitors
Hotel Hilton is had expanded their business on global business. They have to face high
competition on the global market because there are some more Hotels who are taking
competitive advantages which is threat for the Hotel Hilton. The main competitors of this Hotel
are – Marriott International, Hyatt Hotels Corporation etc.
Legal issues
This Hotel paid more than 70 Million to the Starwood and same amount o the
management contracts after a lawsuit where this hotel executives were convicted to stealing
confidential parers or documents which was related to the Starwood's successful W chain. Some
of the other case followed for many years, an embarrassment for the shareholders.
Marketing MIX of Hotel Hilton
Product
Hotel Hilton provides varieties of Hospitality services in all around the world. They are
having chain of the deluxe and luxury rooms , bars and restaurants this will be attracted young
people who want to enjoy their holiday with their friends and family. They can enjoy the exotic
foods and drinks on the Hotel menu which are the best hospitality delight for their customers
(Kotler and et.al., 2017). In this plan customers will also get special holiday discount and there
are some other facility like Room options and free wi-fi will be included in the booking
packages.
Price
Price for these Holidays will be affordable for the customers and their main target will be
youngsters, so they will get some discount, so they can enjoy premium services in affordable
price range. Price will be based on the four star and five star services and customers will get
options to choose to accord faculties they want from the Hotel Hilton.
Place
Detrital marketing campaign will run on different location and different county location
of this hotel. It will cover Asian counties and it will run during the summer Holidays in this

resign. Campaign will run with the different time and areas which will attract the youngsters to
visit their hotels and take accommodation services from the Hotel Hilton.
Promotion
Hotel Hilton will use social media marketing tools for the promotion. Some of the social
media platform such as Facebook and Instagram where Hotel will run their campaign and their
main target will be youngsters who are making holiday plan. Marketing team of the Hotel Hilton
will also contact with the travel agencies in Asian counties (Kriechbaumer and Teare., 2019).
This collaboration will create opportunities for both travelling agencies and Hotel Hilton. This
campaign will run on the different areas , place and Asian counties. Hotel Hilton will also
promote this campaign on TV, mobile phone and email marketing, so they can attract more
customers and able to gain their loyalty.
Process
Process of Hotel Hilton is very smooth, customers book their hotel room online and
when they arrive in the hotel, they will their room ready and staff of the company welcome their
guest properly.
People
Staff of the company get proper training to in the workplace, so they can improve their
skills and provide quality services to the guest.
Physical evidence
Hotel Hilton is having presence in all over the world and this company provides top
hospitality in the world.
Financial Plaining
Budget have been decided by the marketing team of Hotel Hilton for this marketing plan
is 80000. This fund will be used to run this digital marketing campaign. In a social media
marketing Hotel Hilton will spend 50000 and other 20000 will be spent on other promotional
activities such as advertising on TV , phone and many other platforms. 10000 will be spent on
the implementation and management of this plan. Estimated cost of this plan will be 80000
according to the digital marketing team of the Hotel Hilton. 5000 will be extra amount which can
be used if they are needed in any activity.
Customer life Cycle

The customers life-cycles a term that describes the different steps a customers goes
through when they are considering , using, remaining loyal to a particular services or product.
There are five stages of Customer life cycle.
Stage 1- reach
in this Phase Hotel Hilton have to make content with the potential customers. This
contact could come from a Facebook ad or other referral from friend.
Stage 2- Acquisition
After the attention of the customers they move into the acquisition stage The goal of this
stage is pretty clear; you are sending people to your website in hopes of converting them into a
subscriber or customer.
Stage 3 – Conversion
In this stage where companies lead tern into the paying customers.
Stage 4- retention
Now company have gain customer now companies goals is to keep that person as a
recruiting customers. This means finding ways to upset or cross sell to the person.
Stage 5- loyalty
this is last stage where company have to gain customer loyalty.
Type of hardwhere
Monitor
Monitore is a opart iof computer which is used to pasplay pictures and other graphics.
Ram
Hardware used to stolre information and process the information
CPU
CPU is main processor and it is connected with computer.
TASK 4
Methods of measuring and monitoring efficiency of digital marketing
There are several companies who are making an effective use of digital marketing and for
that they use several social media platforms for promoting their products. But there are only few
companies who make themselves and their digital marketing plan successful (Lynn., 2019). The
main reason behind their success is effective monitoring and controlling of the plan. There are

several tools are available by which Hilton hotel can measure effectiveness of its performance
and its digital marketing plan such as:
Key performance indicators (KPI): Establishment of key performance indicator is one
of the best way or tool to measure performance effectiveness. It includes several indicators by
which Hilton can effectively measure effectiveness of its digital marketing plan against its goals
such as:
1. Search engine ranking: By knowing search engine ranking and traffic to its Website where it
generates sales and leads can measure effectiveness of its performance. The number of traffic
and visitors list shows that its digital marketing plan is effective. For this, it requires to measure
its rank just before and after digital marketing campaigns as it shows the difference between total
numbers of visitors.
2. Traffic: Traffic is one of the best source for company's sales and leads (Mooney and
Slobodian., 2016). Overall traffic, mobile traffic and new/important traffic can give informations
of all visits.
Analytical platform: For measuring effectiveness of digital marketing plan, it is
important for Hilton hotel to use effective applications and programmes. Some effective
applications which can allow company to measure performance include:
1. Google analytical: It is a free application which google provides to companies by which they
can track several informations about traffic as well as website (Punchihewa, Gunawardena and
Silva., 2017).
2. HubSpot: It is also considered an effective analytical platform which allows company to
measure inbound marketing that is ideal for use.
3. Abode social: It is other comprehensive tool for social listening, publishing as well as social
media measurement.
Measurable metrics: It is other main type of tool which is being used by many
companies for knowing traffic with the main aim of measuring effectiveness of its performance
of developed digital marketing plan (Sousa And et.al., 2019). With the help of face to face or
customers feedbacks hotel can know their both positive and negative views. It can also know
demands and needs of customers and the degree of satisfaction. The main aim of measuring

effectiveness and using all these tools is to make changes in the strategy accordingly and
increase customers' satisfaction.
There are some actions which Hilton hotel can take to improve its performance in digital
marketing such as: analysing digital marketing channels for choosing the best one, focus on
relationship by which customers can share their views about the products, creating a realistic
action plan for making it effective (Uysal, Sirgy and Kruger., 2018). Tracking social media
channels as well as success by A/B testing, heat map analytical and traffic. So, from the above, it
can be said that Hilton hotel can make its digital marketing plan successful as well as can
accomplish its all pre-determined goals.
CONCLUSION
As per this report has been analysed digital marketing and their importance in Hotel
Hilton This report has been explained environmental affect on Digital marking of this hotel
through SWOT and PESTEL (Yahya., 2017). This report has been analysis key digital tools ,
platforms used by the Hotel Hilton to promote their hotel. This report has been provided digital
marketing plan of this hotel on the lases of luxury business and their active holiday seekers. In
the end of this report has been conclude methods of measuring and monitoring digital marketing
efficiency.

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