Digital Marketing for Tourism and Hospitality: Hyatt Hotels Report

This report provides a comprehensive analysis of Hyatt Hotels and Resorts' digital marketing strategies, focusing on their website and its effectiveness. The report begins with an introduction outlining the purpose of the study, followed by an examination of the website's purpose and business model, identifying it as a Business-to-Customer (B2C) model. It then delves into the target market, considering segmentation and consumer behavior issues like internet access and staff conduct. The report explores the dynamic forces influencing the hotel industry, including sociocultural, competitive, technological, political, regulatory, and natural factors. The analysis further evaluates the website using the 7 Cs of Customer Interface and the WebQual framework, assessing aspects like informational fit, trust, and visual appeal. Ease of navigation, attractiveness, and the effectiveness of online branding are also evaluated. The report concludes by summarizing the key findings and highlighting the importance of digital marketing in the hospitality sector.

Running head: DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
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Table of Contents
Introduction................................................................................................................................2
Purpose of the site and Web business model.............................................................................2
Target market and Consumer issues..........................................................................................3
Dynamic forces of the industry..................................................................................................4
Analysis and Evaluation of the website.....................................................................................5
7 Cs of Customer Interface....................................................................................................5
WebQual................................................................................................................................6
Ease of Navigation.................................................................................................................7
Attractiveness of the site........................................................................................................7
Effectiveness of Online Branding..........................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
This report specifically aims at the procedures or the steps involved within the process
of digital marketing that helps the companies lying within the industry of hospitality or
hotels. A proper method of marketing online over the website applications leads to the
knowing of the customers about the existence of such hotels or hospitals, so that when in
need the next time, the customers can opt for those specific companies. This report will
specifically aim at the steps of digital marketing which has been used by the Hyatt Hotels and
Resorts in the most significant way for the profits of the organization within the business
administration.
Purpose of the site and Web business model
The objective for the Hyatt Hotels and Resorts website is to present the visitor with all
the necessary information at a single click to reach the necessary audience and enable the
application of booking through the website of the hotel itself (Au, Buhalis & Law, 2014). The
main objective of the website of Hyatt Hotels and Resorts website is foe the generation of
revenue with the help of direct bookings online or by the stimulation of bookings with the
help of e-mail along with the projection of the brand identity related to the Hyatt Hotels and
Resorts website (Chaffey & Smith, 2013).
The web business model of the Hyatt Hotels and Resorts is commonly referred to as a
Business to Customer (B2C) model. The common tern business-to-customer refers
specifically to the procedure of selling various kinds of products as well as services which are
directly lying between the customers who are the necessary end-users of the related products
as well as the services which are being offered by the Hyatt Hotels and Resorts (Bowie et al.,
2016). In this case, Hyatt Hotels and Resorts is that form of business, which offers related

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services to the customers, which is close to selling to the customers (Tiago & Veríssimo,
2014).
Target market and Consumer issues
The target market for the Hyatt Hotels and Resorts website is considered to be one of
the effective methods for the growth of the business. To have a clear understanding about the
customers who will get attracted to the website of the Hyatt Hotels and Resorts website, the
foremost information to be gathered has to be about the prospects of the website gaining the
attention of the customer (Chaffey & Smith, 2013).
Unlike the organizations belonging to different fields of industries, the Hyatt Hotels
and Resorts website is defined by a number of segmentation types related to the target market
(De Pelsmacker, Van Tilburg & Holthof, 2018). The target market for the Hyatt Hotels and
Resorts website widely depends upon the following criteria,
i) Location- considering the facts that if the hotel belongs to a region of a big city or
to a rural town, situated right beside the beach or not and has the provision for an
amusement park.
ii) Amenities preferable- if the Hyatt Hotels and Resorts consists of all the amenities,
which are required to be present within the hotel.
iii) Type of traveler- having a knowledge of the type of customer visiting the hotel
and booking a stay, be it a family of five members or a single individual having
the reason of business.
The most common types of consumer behavior issues related to the Hyatt Hotels and
Resorts target market are,
i) Compliant of the customers related to free access of internet or the expectation of
a customer to have free Wi-Fi access anywhere within the hotel premises

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(Jayawardena et al., 2013). This particular expectation of the kind seems to have
increased rapidly due to the complaints regarding the internet services by a variety
of customers.
ii) A number of complaints have been on a rise regarding the behavior of the staff
working within the Hyatt Hotels and Resorts towards the customers staying within
the hotel.
Dynamic forces of the industry
The Hyatt Hotels and Resorts working within the hotel industry has been under
continuous influence related to the span of time since the establishment of the hotel (Kannan,
2017). The major forces, which have been continuously influencing the Hyatt Hotels and
Resorts business are,
i) Sociocultural- having an impact upon the Hotel business referring to the impacts
of the tourism, which includes the changes taking place within the lives of the
people carrying a livelihood in the destination.
ii) Competitive- with a tough competition on a daily basis by the other organizations
working within the field of hotel industry, is placed in front of the Hyatt Hotels
and Resorts. Also, the new upcoming hotels contain the potential of giving a
tough competition to Hyatt Hotels and Resorts.
iii) Technological- with the upgrading technology every single day, the hotel needs to
match footsteps with all the newly developed technology to attract more
customers.
iv) Political- with the political changes taking place within every set period of time,
the Hyatt Hotels and Resorts needs to be in compliance with the change and

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cannot incur any loss depending completely upon the political base (Shyu20 et
al., 15).
v) Regulatory- with the ongoing increase in population, the hotel needs to be armed
with a larger commodity in order to entertain a lot more customers along with the
other facilities such as the staff attending the customers and so on (Li, Wang &
Yu, 2015).
vi) Natural- this includes three major forces related to the business environment
(Virginia Phelan, Chen & Haney, 2013). The first refers to the earth upon
business, the society as well as the government, the second refers to the seasons
occurring and the third force defines the natural calamities, which can take place
having a major effect upon the business of Hyatt Hotels and Resorts.
Analysis and Evaluation of the website
7 Cs of Customer Interface
The 7 C’s of Customer interface can be divided into the following parts in relation to
the Hyatt Hotels and Resorts website are,
i) Concern- the website of the hotel is mainly concerned with serving the customer
exactly what they want while staying in the hotel, all the amenities required by the
customers and that the customers leave the hotel with a joyous face.
ii) Competence- the customer are in demand of competence and they are widely
delivered with it by the Hyatt Hotels and Resorts.
iii) Courtesy- a police behavior to the customer starting from the time they make their
bookings till the time they check out.

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iv) Commitment- the hotel website makes commitments to the customers only when
they are assured of the fact that they can serve the customers with all the amenities
linked to the commitments made.
v) Composure- keeping their patience is the key for the employees and the
management of the Hyatt Hotels and Resorts to have a broader customer base.
vi) Consistency- the Hyatt Hotels and Resorts have proved to be known for their
consistent service and behavior within the hotel industry.
vii) Creativity- Hyatt Hotels and Resorts have been named as one of the most creative
hotels within this industry.
WebQual
Refers to an instrument, which is used for the measurement of a customer evaluation
related to a website. For the Hyatt Hotels and Resorts website, the 12 dimensions related to
the WebQual are,
i) Informational fit-to-task
ii) Information, which is tailored
iii) Trust of the hotel upon the customers
iv) Response time of the employees towards the customers
v) Ease of understanding of the customers towards the information on the
website
vi) Intuitive operations which take place within the website
vii) Visual appeal which refers to the attractive design of the website
viii) Innovativeness of the website making it different from the other websites.
ix) Emotional appeal of the website towards the customer
x) Consistent image of the Hyatt Hotels and Resorts for the customer attraction
and business growth.

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xi) On-line completeness
xii) Relative advantage of the website relating to the business of the hotel.
Ease of Navigation
The Hyatt Hotels and Resorts website has been designed in such a way that one click on a
page takes the visitor to the required page containing the required information meant for the
visitor (Lwin & Phau, 2013).
Attractiveness of the site
The site has been built up using a variety of designs, pictures of the entire hotel from
every bird view angle as well as the usage of vibrant colors, which can act as a method of
attracting the customers and feel appealing to the customer’s eyes (Ryan, 2016).
Effectiveness of Online Branding
The website of the Hyatt Hotels and Resorts has been on top of the Google search
results due to the high investment of the hotel in Search Engine Optimization (Ryan, 2016).
Conclusion
As a conclusion to the report, it can be deduced that the Hyatt Hotels and Resorts has
been a prevalent user of digital marketing to boost the customer base, which is already
existing with the organization within the field of hotels as well as coming in possession of a
more inclined plane within their business administration. The website has also been worked
upon to have a prevalent dominance related to the technology of search engine optimization
as a method to increase its business as well.

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References
Au, N., Buhalis, D., & Law, R. (2014). Online complaining behavior in mainland China
hotels: The perception of Chinese and non-Chinese customers. International Journal
of Hospitality & Tourism Administration, 15(3), 248-274.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing.
Routledge.
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management, 72, 47-55.
Jayawardena, C., Horsfield, A., Gellatly, J., Willie, P., & Sovani, A. (2013). Marketing
Canadian hotels in the future. Worldwide Hospitality and Tourism Themes, 5(2), 205-
218.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Li, X., Wang, Y., & Yu, Y. (2015). Present and future hotel website marketing activities:
Change propensity analysis. International Journal of Hospitality Management, 47,
131-139.
Lwin, M., & Phau, I. (2013). Effective advertising appeals for websites of small boutique
hotels. Journal of Research in interactive Marketing, 7(1), 18-32.

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Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Shyu, M. L., Chiang, W. J., Chien, W. Y., & Wang, S. L. (2015). Key Success Factors In
Digital Marketing In Service Industry and the Development Strategies: A Case Study
On Fleur DE Chine At Sun Moon Lake. International Journal of Organizational
Innovation (Online), 8(1), 171.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
Virginia Phelan, K., Chen, H. T., & Haney, M. (2013). “Like” and “Check-in”: How hotels
utilize Facebook as an effective marketing tool. Journal of hospitality and Tourism
Technology, 4(2), 134-154.