Marriott Hotel: E-Business Principles and Digital Marketing Report

This report provides an in-depth analysis of Marriott International's e-business strategies and digital marketing initiatives. It begins with an overview of the hospitality industry and Marriott's position within it, including its business model and company goals. The report then delves into Marriott's internal digital marketing analysis, examining its use of video marketing, website functionalities, and email marketing campaigns. It also explores Marriott's social media presence, focusing on platforms like Instagram, Twitter, and Facebook. The report further examines the external working areas, including a competitive analysis of key rivals such as Hilton, Novotel, and Jumeirah, comparing their digital marketing approaches. A SWOT analysis is conducted to assess Marriott's strengths, weaknesses, opportunities, and threats, followed by a proposed digital marketing plan, a calendar, and key performance indicators (KPIs). The report concludes with recommendations for Marriott to enhance its e-business and digital marketing efforts, emphasizing the importance of customer service and adapting to the evolving needs of the market.

E-Business Principles

Executive summary
E- business have become essential part of the business which help in providing better
opportunity of the company to expand their business in the shorter time period. Every
organization is using digital marketing as the promotional tool for increase the awareness in the
larger public. In the case hotel this is become more essential to use different digital marketing
tool to increase the sales of the company.
The report is based upon the digital marketing method and how the company is using
their resources to promote their brand to the audience. The chosen hotel is Marriott which
provide luxury accommodation to the respective customer. Apart from this, it covers the
different platform use by the hotel to promote their service. Furthermore, this report works also
describe about the competition present in the business. Beside this, SWOT and effective plans
are made in the work to understand the E business.
This is having been identified from the conclusion is that every business is using digital
marketing and it also vital for the hotel to use different social media for the promotion. It also
been concluded that hotel have invest more in the digital platform as to increase the sales. Apart
from this is vital to increase the customer service for sustainability.
This has been recommended to the hotel is to focus on the external environment as then
need and wants of the customer are changing rapidly. The hotel has to take intensive action and
focus on promotion as well as on service to achieve higher revenue and sales as this help in
sustaining in the hospitality business for longer time period.

Table of content
Contents
INTRODUCTION...................................................................................................................................4
Main body...............................................................................................................................................4
(1) Industry overview:.............................................................................................................................4
(2) Company goal:...................................................................................................................................5
(3) Internal digital marketing analysis.....................................................................................................5
(4) External working areas:.....................................................................................................................6
(5) Reference company:...........................................................................................................................7
(6) SOWT analysis;.................................................................................................................................7
(7) Plan:...................................................................................................................................................8
(8) Calendar:............................................................................................................................................9
(9) KPI:....................................................................................................................................................9
CONCLUSION.....................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
E- business is consider as the commercial transection which include different information
across the internet. In other words, E business is also known as electronic business which have
different element such as web, Internet (Blagoev, Nikolskaya, and Popov, 2019). This kind of
business consist of wide range of process such as supply chain management and also use for
developing customer management effectively. The present report is based upon Marriott
international which is an American multinational hospitality business. The aim of this report is to
provide detail information regarding E business done by hotel. Apart from this, report covers
about different aspect of goals of the company and what steps are taken to overcome the
problems. Digital marketing analysis is been done for having clear insight to achieve desire aims
and objective. The external analysis also took place to figure the changes done in E business and
implement to attract more customer. The report has wide scope as this cover all the analysis
element of E business and digital marketing in a well define manner.
Main body
(1) Industry overview:
Marriott international is a five-star hotel chain and it headquarter is located in Maryland
UK. The company is one of the largest hotel chains in the world over 6906 franchise across the
globe. The hotel deals in resorts and providing luxury services to respective customer. In the year
2017 the hotel was ranked in 33 in best companies. Beside this hotel provide completely trans
fats free food which take care of their respective customer. The company was founded in year
1927 by J. Willard Marriott with the motive to provide better service to customer. There are
around 176000 employees who are constantly working to provide better services to their guest.
The company belief to increase their sale by acquire other hotel which help in providing larger
market share in the shorter time span.
In the recent year company have done digital transformation particularly by the guest
facing technology which help in attract more guest in the well define manner. when it comes to
focus on improving the customer experience Marriott hotel focus both on digital as well as on
physical aspect. The company have started promoting their brans on the social media website
which help them to attract more customer. Other transformation such pre booking and engaging
the customer with the digital transection and mobile experience are the steps towards the
digitalization. Apart from this Marriott have business model which is explain in brief:
Marriott business model:
Affiliation: The company offer affiliation programme which allow certificate as to earn
money from the person who stay in the as long as the programme goes on. This support the
company to engage more and help in providing better service and also increase the brand name
in the market. This kind of business model is used by most of the companies as this aid company
to earn more profit and able to create effective marketing strategies for the company.
Franchising: The company use this model as most of the American companies which
help in providing new customer. Apart from this, it also considers as the most safe and secure

investment as this help in increasing the revenue and profit for the company (Dvir, 2019).
Marriott franchise their hotel in different countries which help them to increase the customer in
the shorter time span. In this case the entrepreneur has to pay fees to the hotel and in return the
person gets all the rights to promote the hotel and earn profit.
(2) Company goal:
Every organization have their own goals and the prime motive is to earn profit in the
shorter time period. The goal help firm to improve the sales which is essential to overcome the
problem effectively. Here are the objective of the company explains in a wide manner:
 The main objective of Marriott hotel is to increase the profit by 5% in coming 2 years.
 To invest more in digital technology in order to improve the experience of the guest in a
well define manner.
 To expand and explore the business in order to enhance the live of consumer.
(3) Internal digital marketing analysis
(3.1) Internal digital overview: Digital marketing is considered as the valuable asset for
the company as it is useful for the growth and provide better services to customer. In the recent
years the digital marketing has seen immense growth which help in providing better services and
able to reach millions of people in the shorter time span. With the growth of the internet the
digital marketing has emerged so rapidly which increase the sales and profitability of the
company in the well define manner. In the case of Marriott international the hotel uses various
digital marketing platform which help in providing better information to the guest in an
effectively manner. There are various kind of digital marketing resources which are used by the
Marriott hotel in explained down below:
Video marketing: This has become the more common marketing method through which
the company make video and put it on social media for the promotion. In the case of Marriott
hotel the management is using video marketing technique in which the video of hotel, rooms and
swimming pool is made by the experts than they put it on the different media platform through
which the customer are attracted to book hotel in future. Hence this provide better and secure
way to earn profit.
Website: Recently Marriott hotel have launched a digital platform for Marriott
Bonvoy.com which help in planner, event manager to meet at the single platform and earn profit
in the well define manner. With the assistance of this website the company provide wide
information regarding the brand portfolio through they the person can get business in an
effectively manner. Apart from this, hotel is also using calculator system in which bonus point is
collected which help the guest to avail extra benefits during the visit of the hotel.
Emailing: This also consider as the most formal way to promote the brand or the service
in the respective customer. The Marriott hotel in also using Emailing as there digital marketing
method to gain more customer attention. The company have dedicated marketing team through
which they email to the guest regarding the service and stay and take feedback to make changes
as to improve the service of the hotel. Along with this, customer have solved their problems on
the emails as they take corrective action to as to improve customer review.

(3.2) Social media focus: The company is nowadays focusing more the on the social
media platform in which they use to promote the brand to the audience. Marriott international
spend most of the time promoting their services on the social media platform Here are some of
the example which are stated below:
Instagram: Marriott hotel does the great job while interacting with the customer and in
the post of their hotel the company gets huge response through which they easily attract
customer in the well define manner (Nguyen, 2019). There are different kind of pages are made
by the hotel on this social media to develop more awareness about the hotel.
Twitter: On this platform the company use to retweet every comment which is for the
hotel as this gain trust for the customer and help in providing better services to the guest in the
future. This have become more effective way through which company can promote their services
to the right audience.
Facebook: On this social media the hotel has around 3 million followers which is
consider as the most valuable achievement for the company. The marketing team of the hotel
tend to post photos of there different segment of the hotel which help them to increase the market
share as well as the hotel to increase the market share effectively.
(4) External working areas:
(4.1) Analysis of competitors: In the hospitality sector there are different kind of
competitors present in the business as this create difficult of the company to sustain for the
longer time period. So, it is essential for the Marriott hotel to develop effective digital marketing
strategy which help in providing better opportunity to bring out the effective decision to
overcome such problem effectively. There are different competitors which are briefly explained
down in a detail manner:
Hilton hotel: This is the hotel which is consider are the rival for the company which use
to deal in hospitality sector (Fayyad and et., al., 2020). The company use different promotional
techniques for the promotion is Instagram, YouTube and Facebook to attract large number of
customers. This hotel is the major competition for Marriott.
Novotel: This can be considered as the market leader in the hotel business and the
provide major competition to Marriott hotel. The hotel chain focus on modern, natural and
intuitive design which help in providing better service to consumer. The company use Email and
mobile as the medium to promote their hotel to the larger audience.
Jumeirah: This is a hotel which is an international luxury hotel chain which is the part of
Dubai holdings. The company use their website as the most effective digital marketing tool
through which they attract different tourist for all across the world. They also use Video
marketing to increase the customer awareness.
(4.2) Develop the table:
Hotels Number of followers

Marriott In the case of Marriott hotel, the company
use Facebook as the digital marketing tool in
which the hotel has around 3.6 million
followers.
Hilton hotel Hilton hotel is emerging and profitable hotel
which use Instagram as the promotional tool
which have around 3.3 million followers.
Novotel This hotel is considered as the most advance
and provide modern services to attract their
customer (Hajnal, and Riordan, 2020). The
hotel use YouTube as the social media and
other platform with around 2.6 million
followers.
Jumeriah hotel This hotel is known for their luxury room
and suits. The company use Website to
promote their hotel and have 2.3 million
followers on the twitter.
(5) Reference company:
The reference company is Hilton hotel as they have invested heavily in terms of money in
the digital marketing platform which help them to gain more market share effectively. The
company pays more to Google through which it has become more searched hotel across the
world which have increase the sales of the company. Beside this they have more followers on the
social media platform which help them to achieve their aims and objective in the well define
manner.
(6) SOWT analysis;
This is the method through which the company use to analysis their strength and
weakness which help in providing better service and make changes to overcome the problem
effectively. For the hotel like Marriott the management have to bring out better outcomes use
SWOT to achieve desire aims and objective in the well define. Here is the analysis which
provide all the information effectively.
STRENGHT WEAKNESS
 The main strength of the hotel is that it
follows the strict laws and do not
compromise with there service. Apart
from this the hotel have presence all
across t. he world which help them to
increase the market share and brand
awareness to the larger audience.
 Beside this, the company focus on the
innovation which help them to
increase the profit margin and able to
gain the trust of the guest for the
 The hotel has the major weakness as
they focus more on the expansion as
this reduces the quality of services
which a five-star hotel provide. Hence
this become difficult for the company
to maintain such expansion for the
longer time period.
 The company do not have set standard
which reduce the efficiency for the
employees. The hotel focus on the
business which slow down the

longer time period.
 The hotel uses advance digital
technology which help in providing
better opportunity for the firm to
capture large business effectively.
Beside this company have positive
attitude which tend to increase the
sales of the firm in the respective
manner.
management process for the company.
 Beside this, company have been
involved in the lot of controversies for
example the customer posts the review
on the company website that hotel
have stopped the WIFI services which
harm the brand image of the company.
The Marriott is always a family
business which reduces employees to
work properly.
OPPORTUNITY THREAT
 The main opportunity lies in
expanding the business in the different
countries which help in providing
better market and able to attract more
and more customer effectively. Hence
this help in providing better market
approach and able to increase the
presence.
 There is been huge untapped market
so the company can increase the
market by using advance digital
technology as it can reach to the
different people in the smaller time
period.
 The hotel has to focus more on
personalization as this is why
customer are paying more to the hotel.
Which means that hotel can charge
price for every personalization service.
 The main threat to the company is the
rivals present in the business. There
are different kind of hotel such as
Hilton, Novotel which are the greatest
threat to the hotel (Hare and CIA
2019).
 The global economic recession has the
major threat to the business which
slow down the sales of the company.
There are many properties are out for
the market which have been reduce.
 The BREXIT and the recession have
reduced the market share and able to
minimize the resource effectively for
the hotel. There have threat of terror
attack which make more risk for the
people for the stay in the hotel.
(7) Plan:
Providing the guest with the comfortable stay is most essential for the hotel as this help in
increasing brand image. The management of the hotel have to develop important strategies which
help in providing better services. There must be cross promotional strategies which help in
increasing the sales in the well define manner.
Implement new digital technology: For the hotel like Marriott the management have to
use advance digital platform to reduce the competition present in the business. There is tough
competition present in the business so their effective decision must be taken to fulfil the needs
and requirement of the guest. With the assistance of the new technology the like YouTube and
Facebook the company can increase their customer as this help in promoting better ideas and
able to increase the performance of the hotel. The technology ease in doing business and improve
the efficiency which help in sustaining for the longer time period.

Introduce holiday package: Offering holiday package help in hotel to gain popularity in
the specific time period. Apart from this, is consider as the best possible to lure the guests during
low season. This is considered as seasonal business for the hotel as there are specific number of
customers during the off season. So, this is essential for the Marriott to bring out package for the
customer during off season such as providing off or discount which help in attracting more and
more guest. Along with this, company can offer repeat discount to attract the respective user.
Marketing strategies: This is essential for the hotel to improve the marketing strategies
which aid in improving the current positioning of the firm. Marketing strategies consist of digital
promotion on the different platform which used to focus on the limited customer. The marketing
department have improved their website which is consider as the face of the business. Marriott
hotel have to increase their paid promotion by hiring social media influencer which aid in
increasing the sales of the hotel in the shorter time period.
(8) Calendar:
In order to achieve the above strategies, there must be proper calendar which help in
providing to increase the revenue as per the standard and time given by the company. There are
various kind of resources and planning is involving in developing calendar. Marriott hotel have
to put more emphasis on their customer satisfaction and also on sales to increase the sales of the
enterprise. In term of marketing strategies hotel have to invest more on digital platform such has
develop content and put on social media as this will help in achieving desire aims and objective
in the well define manner.
(9) KPI:
Key performance indicators are considered as the most effective measure through which
the hotel help in providing better opportunity to achieve desire aims and objective in the well
define manner (Hou and et., al., 2019). For managing the hotel, the most difficult task for the
digital marketing manager to sheer the volumes of responsibility to increase the performance of
the performance. For the Marriott hotel the KPI is measure by the success rate of the firm
through which they can achieve desire outcomes more effectively. Here some of the KPI for the
hotel which are explained in detail manner:
Online rating: The digital transformation helps in providing better opportunity which
help in providing better opportunity to the customer to rate the hotel. The Marriott hotel have
possibility to have negative revenue which reduce the sales of the company. So, the marketing
team have to increase the present of digital transformation through which KPI of the hotel can
increase in the well define manner.
Average daily rate: This is simply measure by the average price which is paid for the
one room by the guest. So this is essential for the management of Marriott hotel to bring out
effective decisions such as improve the quality of room provide breakfast and spa facilities
which help in increasing the price of the room and hotel may able to increase their profit in the
well define manner. This method id considers as the effective tool to overcome all the problems
effectively.

Customer satisfaction: This is considered as the most effective tool for the company to
maintain the customer satisfaction label. In order to increase the customer satisfaction, the
Marriott hotel have to increase their services as such include gym, bar and playground for
children as this help in improving the key performance of hotel and able to increase the market
share effectively.
CONCLUSION
From the above stated report this has been conclude that E- business have become
essential for the hotel to attract the larger number of audiences in the well define manner. The
aims objective of this report is to figure out digital marketing method if the hotel through which
firm can increase there sales effectively. Beside this it has been identified that there is different
competitor which tend to increase the competition in the market and make difficult for the
company to sustain for the longer time period. In order to identify the external working area
SWOT analysis have been done to figure out the strength and weakness. Along with this
effective plan is been developed to overcome the problem such increasing the customer
satisfaction. At last the main Key performance indicator is to focus on the digital innovation
which aid hotel to grow effectively in appropriate manner.

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