Digital Marketing Strategies and Analysis for Marriott Hotels

This report provides a comprehensive analysis of digital marketing strategies within the hospitality industry, using Marriott Hotels as a primary case study. The report begins with an introduction to the role of digital marketing in hospitality, highlighting its importance for organizations like Marriott. It then delves into a comparison of online and offline marketing concepts, discussing various digital marketing tools, channels, and platforms, including social media, content marketing, SEM, and email marketing. The report explores the opportunities and challenges of digital marketing, emphasizing customer insights, trends, and the impact of digital marketing on the hospitality sector. Task 2 examines the importance of digital marketing for hospitality success, focusing on tools and platforms like social media marketing, email marketing, content marketing, and website optimization. The report also explores the use of current and potential digital tools and platforms in the industry, providing a detailed analysis of their effectiveness. The report further explores how digital marketing activities can be organized and the development of multi-channel capabilities within a hospitality organization. The report concludes with an evaluation of methods for monitoring and measuring digital marketing effectiveness. The report covers topics such as brand awareness, customer engagement, content marketing, SEM, and website/email marketing, and includes real-world examples of digital marketing strategies employed by Marriott and other hospitality organizations. Overall, the report offers a comprehensive overview of digital marketing strategies, challenges, and opportunities in the hospitality industry.

Hospitality Digital
Marketing

Table of Contents
Hospitality Digital Marketing......................................................................................................................1
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Task 1......................................................................................................................................................3
TASK 2...................................................................................................................................................5
TASK 3...................................................................................................................................................7
Task 4....................................................................................................................................................10
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................13

INTRODUCTION
Digital Marketing plays an integral role in any hospitality organizations. Digital
Marketing is an effective process for getting hospitality organization's service or product out to
consumers. The hospitality organization adopted Digital Marketing strategy for the great
expanded in the business. Marriott is a largest hospitality company. It is an American
multinational hospitality company that franchises and manages a big portfolio of lodging
facilities and hotel. Marriott hotels also wanted to create it’s contain marketing strategy to
develop a worldwide community who passionate about tour and travel to expand their
organizations. This hospitality organization also induced in Digital Marketing campaigns,
Marriott commercial, social midis marketing campaigns. This report will include the analysis of
Digital Marketing of Marriot hotel and environmental analysis of this company and development
of digital marketing platforms and ecommerce and channels in comparison to physical channels.
This report will also highlights digital tools, channels and platform used by many hospitality
organization. This report will also include digital marketing plan and related strategy to develop
multichannel capability for Marriot Company and how Omni channels marketing is use by
Marriot organization to meet their business objectives. This report will also highlight the
methods of measuring and monitoring digital marketing effectively.
MAIN BODY
Task 1
Digital marketing landscape includes the digital media and advertising through social
media marketing, pay-per click advertising, content marketing, influencer marketing, search
engine optimization, search engine marketing, email marketing, podcasting, video production,
web development etc. A digital landscape is inclusive name of social networks, videos (you
tube), mobile devices like phones, tablets, smart phones etc. These tools are very helpful for the
hospitality industries and businesses to sell their products and services in a very effective way. It
also involves the channels and tools been used for effective digital marketing.
Comparison between online and offline marketing concepts
For the online marketing, the company has to rely on the internet to circulate massages
but offline marketing has a great place in the traditional channels and also live events (Dinis,
Breda and Barreiro., 2020).
Online marketing is the large marketing channel or mode that uses the internet as its
medium of communication whereas the offline marketing does not require internet to go on. For
the Offline marketing, Marriott can use various tools that involves magazine, TV, radio,
brochures, newspaper etc. While for the online marketing, company can use website blog page,
social media, emails etc.

The strategies of online make tying involve SEO, web hosting, boost social media posts,
social media marketing, run promotion on social media etc. and the strategies of offline
marketing involves strategies like putting hoardings, using human resources etc.
Online promotion or marketing has its own rules or restrictions whereas online promotion
modes or channels do not have such restrictions or berries and it also helps the company to get
maximum exposure from the whole world.
There are huge benefits of digital marketing. It provides to a hospitality organization an
effective global reach (Morrison., 2018). The website for the digital marketing organization to
trade or serve globally and find new markets for small investment. digital marketing can be
conduce BT the hospitality organization in a very lower cost, a well targeted and properly plan
digital marketing campaign can approach to the right customer with a very low cost. digital
marketing also generated many benefits for the Marriott such as improve conversion rates, higher
revenue, company become able to compete with big cooperation, build brand reputation and earn
people's trust and also improves company’s out reach.
 Brand awareness
This is important aspect that every company have the desired to bundle in the respective manner
in such a way to have the quick result though the implementing of the digital marketing’s and
building the brand awareness aspects. This have the requirements of there great deal of the
research, foresights and planning’s in hotel to make their hotel Marriott to stand in the COVID
19 lockdown.
 Customer engagement and CRM
Digital level of customer engagements has been the tools which is leading their outbound level
of marketing in order to have the promoting the significant campaign over the web or via apps,
as well as a medium for sales departments to nurture interest amongst individual customers.
 Content marketing
Content marketing and digital marketing have the overlapping of the significant work
environments and the objectives to be achieved in over to have the understanding the intended
messages and specific level of voice over the content.
 SEM
The search engine marketing has the relation with SEO which have the combined dealing with
digital marketing out search which have the reefing of the internal, organic website optimization
while search engine marketing is commonly known as advertising through a paid media budget.
 Websites and or email marketing.

The significance of the digital marketing s have been the poses popular tool in digital marketing
tools to have the promotion of the products and services targeting by going little deeper to the
significant customer which refers to have the building up the relationships with the significant
customer is permanent manner.
Opportunity for digital marketing
The customer insight or trends are very important to develop the digital marketing
activity. The customer insight is necessary for the optimization of journey of customer and to
recognize what the customer is doing and why they are doing. Hospitality organization should
have to monitor customer activity to always be reviewing their customer information. The
hospitality organization can gain customer insight by building a strong relationship with them.
Understanding the consumer trends and insight, the Marriott can grow their digital marketing
process. The changes in consumer trade also create a high opportunity for the hospitality
organization. So that, company can use digital marketing stager by including customer trade and
attracts young generation (Ramos and et.al., 2017). With the uses of digital marketing the
company can approaches several oppourninity such as maximize local SEO, create a develop a
mobile friendly website, create more contain, use effective and attractive in the marketing
strategy etc.
The digital marketing enhance purchasing power of consumer, it will generate a large
opportunity for the company. Digital marketing increase the capacity of the consumers to
purchase and grab quantity of services and goods.
Challenges and impacts of the digital marketing in hospitality industry
There are many challenges occurs in front of hospitality industry when they opt digital
marketing for promotion of their services. Hospitality organization requires to successfully
handling it to stand out from high competition and receive more bookings. The main challenge
faced by the Marriott is maintain a best web presence and web marketing. The other challenge is
Embracing mobile. Embrace mobile is necessary for the effectively handle these challenges. The
Marriot also faces this digital marketing challenge is to manage their presence on many travel
and hotel websites. If the company wants to make digital marketing effective than they have to
update yourself on these sites. The other challenge is faced by hospitality organization in the
digital marketing is how to monitor and track the multitude of various devices used by the
customers. For that, Marriot have to increase their presence at the many on many networking
sites (Ford and Sturman., 2018). Sometimes, digital marketing can generates diverse impact on
company because some people are not able to understand the online contents and blogs and
develop negative image about the company. The Marriott, a hospitality organization use e-mail
marketing to alert their regular and active clients time to time. It is an easy way to promote new
and unique services of the organization. Nowadays, SEO is a trending marketing tool to expand

company’s products or services in a very innovative way. Search engine optimization provides a
great recognition to an organization.
Digital marketing can highly affects the operations and performances of hospitality
organization. In the digital age Marriott should have to approach effective digital marketing
strategy to meet the customer’s expectations in a very effective way. Digital marketing assist to
increase the brand awareness of the organization and improves business’s reputation and
goodwill. It enhances the customer engagement towards the organization. Effective digital
marketing encourage the customers to approach this specific company’s products or services. In
this competitive environment digital marketing assist the company to promote their services and
spread their brand image amongst the world. It also helps the organization to raise their business
at the next level.
In order to have the reduction of the negative impact of the digital marketing is to have
the doors and opening the doors of opportunities as there are so many tools social media tools as
to have the maintaining thee through not having the producing the immediate level of returned
engaging the social medias channel. This have the neglecting the forgetting the proof reads
along with neglecting the social parts of the socials medias along with sharing the over contents
of the shorter period of the time.
TASK 2
Importance of the digital marketing is vital for the success of hospitality organization.
Digital marketing for hospitality organization plays a major role to achieve competitive
advantages. Marriot hotel adopted social media marketing as their digital marketing strategy. It is
a very effective digital marketing tool and platform because most of the people spent their lot of
time on the social media sites like twitter, face book, integral etc. It is very useful tool for the
hospitality organizations to capture whole market in a very efficient way. Digital marketing
agency serves a huge assistance to generate a lead for the organization and helps to effectively
transform their business by social media campaign.
Digital tools, platform and channels used by various hospitality organizations
The Hilton hospitality organization uses Email marketing as their marketing strategy.
With the help of Email marketing, Hilton becomes able to getting connected with the huge
customer base and also with the existing customers. With the help of this, organization can
outreach the new customers as well (Popescu and Popescu., 2016). Hospitality organization can
share offers and new deals through email marketing and also update their customers regarding
the effectiveness of their new services.
Hyatt uses content marketing to promote their products and services. Content marketing
is a best way to effective marketing of the products or services. Many people inspired by the
attractive content and blog towards the exploring hotels and many places. It increase the revenue

and growth of the company.
Website a reflection of the services provided by the hospitality organization. It is also
essential for The Marriot hotel to create attractive website of their hotel. It creates a whole
picture of the quality of services or hospitality offers by the specific hotel. So that, Hospitality
Company should have a good and attractive website with the accurate content that attracts huge
customer base. Optimization of the company’s website is also important so that Marriot should
have optimized their website with these targeted keywords for video, content, SEO, image
defining quality services. An effective website can land the company in top searches and also
improve website traffic.
Digital marketing also increased the customer engagement. It improves the customer
satisfaction regarding the provided services. Customer feels more satisfied when they are liked or
tagged. This builds trust network and makes them realize valued among them. With the digital
marketing tools and channels, Marriot can also addressing their customer’s reviews which will
assists in earning credibility (Viglia, Pelloia and Buhalis., 2018). These tools also assist the
hospitality organization to know their customer better; it will help them to make effective
strategies to meet the targeted goals or objectives. On these digital platforms, Marriott can also
promote their early packages and offers to meet the desire of clients. It helps the organization to
earn repetitive business. There are also other platforms where digital marketing works such as
Google Ads, back linking, online review management, SEO optimization etc.
Current and potential digital tools used by the hospitality organizations
Today, digital marketing becomes an indispensable part of the marketing strategy.
Hospitality organizations majorly use digital marketing tools or channels as compared to the
physical channels. The current and potential tools includes marketing automation, live streaming,
personalized services, structured semantics and data, artificial intelligence, large use of analytics,
, mobile-first strategy, internet of things and big data. Currently, content marketing is the main
marketing strategy in the hospitality sector. Many top hospitality organizations use a
combination of images, videos and content to leave a deep impact on potential and existing
customers. Mobile-first strategy is become a most important part of the digital marketing strategy
in hospitality organization (Hudson and Hudson., 2017).
Digital marketing strategy of hotel is incomplete without use of mobile-first strategy. An
effective mobile website enhances direct bookings of hotel. It also helps the hospitality
organizations to increase their performances and profitability. Technology has made thing easier
for hospitality organization. But sometimes it may create complexity for the customers because
all the customers are not same and some people have not high knowledge of the use of
technology quickly. Many hotel management software is adopted by many hotel businesses.
Tracking devices also used by hospitality organization to offer best services to the visitors.
Robots and apps are being launched to serve customer delight. Automation in the digital

marketing is a great innovation to improve the marketing activities. Marketing automation
includes Email marketing, lead scoring, sums messaging, campaign tracking, nurture marketing,
web tracking, form capture, landing pages, surveys, training & support, social discovery,
integration etc. Today, SEO is a developing marketing tool that assists the organization to
advertise their business on the many platforms such as Google, LinkedIn, twitter, face book etc.
It is a best and innovative way to promote organization’s new features in a very quick way.
Search engine optimization offers a huge recognition to an organization. A hospitality
organization also uses e-mail marketing to aware their attentive customers or visitors within a
specific period of time. It helps the company to promote their detailed products or services in a
very efficient manner.
The growth of online transaction and e commerce
Nowadays the growth of e-commerce and online transaction is rapidly increases. E-
commerce plays an important role in the daily lives of people. E-commerce market are
developing at very high rate. In the 2015-2020, the online market is anticipated to grow by 56%.
It is involving commercial activities all over the world. Many companies and hospitality
organizations runs their maximum business by e-commerce and online transaction. The e-
commerce sector becomes diverse and broad. Maximum hotel industries provide online
transaction facilities to their client. It is very effective and efficient tool to reduce the extra
burden of hotels. With the e-commerce facility, company have to only use single platform to sell
their products or services anywhere, anyone and anytime (Gannon and Taheri., 2020). The
hospitality organization adopts built-in marketing channels that assist them to create, analyze,
create and execute campaign on Google and Face book. It is very helpful for the organization
because with the single dashboard they can manage bookings, payments and other amenities.
Due to the accessibility, e-commerce is quickly growing. So that, we can say that e-commerce
and online facilities useful for the organizations to expanding their business and staying in the
competition.
The tools of the digital marketing tools as follows-
Social media have the collections of the communications, interactions and the
collaborations have the techniques in the support of the understanding the range and content
contents by the social media channels which have the driving generating the direction. This have
the consisting the twitter, google plus, LinkedIn.
SEO
This have the techniques of the trafficking the websites have the best parts of the digital
marketing toolset by improvising the percentages of the organic trafficking in order to have the
growth the business over the world wide web.
Affiliated marketing

The way of digitals marketing tools have the commission of the based on the recommendations
with the websites of the companies have the affiliation of the programmed have the joining
which is structurally the considered or be paying the or beneficent.
PPC
This have the pay per clicks by adding a process of reducing the additional tasks and
operations that were conducted by the company’s managers, leaders etc., and reduce extra
workload of them. The uses of multiple channels create troubles for the company because it is
not possible to manage and control all the channels at the same time.
The role of different automated and non automated sales and support activities
The automation sales and support activates helps the organization by automating the
operations and tasks. It gives the company more time to focusing and involving towards most
essential things. It improves the sales activities of company. It is a process of reducing the
additional tasks and operations that were conducted by the company’s managers, leaders etc.,
and reduce extra workload of them. In the hospitality organization, automated sales have a major
role. It includes lead scoring, Email marketing, campaign tracking, web tracking, landing pages,
surveys etc.
TASK 3
Digital marketing plan and strategy to develop multi channel capability for a Marriott
Digital marketing plan is the process of utilizing online marketing communication to
develop multichannel marketing. The goal of multichannel marketing is to create a plan and
strategy the resources to achieve company sales targets. Many examples of this communication
channels include E-mail marketing, websites, TV and direct mail etc. digital marketing is to
develop multichannel marketing plan strategically to connect multi-channel communication
approach and to connect multiple channels together (Sato and et.al., 2018). Marriott company
use an effective multi-channel marketing plan and this plan include relevant marketing
communication channels and across multiple platforms.
Mission –
To provide effective and best services to the customers.
To provide consistent deliver transformative digital marketing solutions and improve services for
their customer.
Vision –
To expand their hospitality business globally.
Objectives – To promote and advertise the organization’s products and services with the

effective digital marketing and uses of its multiple channels. The main objective is to create
effective digital marketing strategy for defining clear objectives for achievement and implement
a digital market strategy.
SOSTAC
SOSTAC is the process of covering all stages for implementing and creating plan
including strategy, goal-setting and implementation. It is a great framework for digital marketing
plan and structure for business. SOSTAC is a create and manage a digital marketing plan
effectively and provide a strategy and planning for digital marketing. SOSTAC include many
stages such as situation analysis, objectives, strategy, tactics, actions and control. This strategy
plan involves a substantial amount of analysis, reflection and research (Tajeddini, Ratten and
Merkle., 2019).
1 Situation analysis - situation analysis is the implementing the digital marketing planning and
the situation analysis provide an overview of Marrot Company, what you do, how you and what
you are. This stage defines a whole picture of organizations and effectively using this analysis of
situation. It is consider competitors analysis in the digital marketing and digital marketing
landscape.
2 objectives - digital marketing planning should focus on the company objectives of strategy and
to crate objectives both realistic and measurable goals to achieve for digital marketing strategy.
each objectives of company is to make SMART and focus on 5 S's such as serve, sell, save,
sizzle and speak, this are important for turn each objectives into a smart objectives.
3 strategy - strategy involve determining the information how you meet the objectives. This
section should identify which segment of the market to target with the plan. It is considered
competitors activates engaged in that objective.
4 Tactics - tactics involve the specifics tool of the digital mix and to realize the objectives of the
digital marketing plan and also identify of the market aim to target with company plan. Tactics
analysis needs to develop ads and emails (Perera., 2018).
5 action - this action stage involve digital marketing planning is focused on how to create a plan
and to make actionable measures. It is involve the resources use to allocations for the action and
recorded performance in the action.
6 control - this final stage is how to plan to measure and monitor on company performance
based on objectives and reporting tools will use in the digital marketing planning.
SOSTAC modal for digital marketing is very useful strategy for any digital marketing for
hospitality organizations and this modal define the wants and needs of company, competitors,
and determine demand for a product in the digital marketing process.

SWOT analysis of digital marketing for hospitality organizations
SWOT analysis of digital marketing is an effective planning tool used by the company and it
helps to understand the Strength, weaknesses, opportunities and treats of digital marketing in
Marriot Hotel.
Strength
Digital marketing is a great tool that is used by the hospitality organizations to promote
their services digitally. It provides an effective platform and channels to advertise and promote
the good and services of the Marriot. With the uses of multiple channels for digital marketing,
company can spread and promote their services and its quality worldwide (Iacovou., 2016).
Hotel can also promote its excellent facilities, features, amenities by the uses of digital platforms.
Weaknesses
Digital marketing is a very lengthy and costly process. Some companies and hospitality
organizations are not able to create their presence in these digital platforms. Sometimes, the uses
of multiple channels create troubles for the company because it is not possible to manage and
control all the channels at the same time.
Opportunities
By developing their presence at the various digital channels and platforms, Marriot can
expand their business globally. Effective Digital marketing helps the hospitality organization to
capture more customer base and inspire many active travelers. With the uses of digital marketing
platforms, Marriot can promote their services and unique facilities globally.
Threat
The main threat of the digital marketing and multiple digital platforms is the high
competition base. Almost all hospitality organization are listed on the several social media sites
or networking sites. It will create a huge competition for the Hotel industries.
Omni channel marketing
Omni channel marketing is used by Marriot to meet their business objectives. It is an important
marketing strategy (Shrestha., 2019). It helps to dramatically enhance their customer experience
rating. For thiamin channel marketing, marketers of the company require necessary data to send
the relevant message to their cutovers at the correct time.
Task 4
Measuring the level of success is considered to be important aspects in the effective
digital marketing turned out the major level of responsibility of the brand or business. There is
need to have the effective level of evaluation at each and every stage with respective devices and

channels to have the realising the level of campaign which are resulted the positive and negative
level of impact of firm business (Chaffey and Ellis-Chadwick, 2019). The evaluation process
has the inclusion of the important stage which is such as past, present and future in which the
firm have accepted level of performance to be better in present as compared to past.
There will be the inclusion of the tool which are such as –
 Google analytic
This is the signal to which is used by the marketer to have their data collection,
configuration, data processing and reporting. This is considered to be specialized un the
reviewing the feature in order to have the analysing the performance of the hotel Marriott
website page. The digital marketing measurement procedure to have the building of
success in the market positions who are considered to be the part of loyal customer by
standing in the procedure in effective manner (Kingsnorth, 2019). This the data
reviewing feature in order to make analysing the performance by different marketing
channels by the consisting of the JavaScript’s and processing the firm report.
 google AdWords
This is considered to be the unique tools of the google in order to have the designing
and maintaining the level of PPC add which enables to have the monitoring there
statistics as that the brand can be able to have here tracking of success by the ads in the
by calculating the return of investment.
 Google search console
This the standardized tools which is been ongoing with the websites in order to have the
analysing the contents in order to have proper level of identification of errors (De
Pelsmacker, Van Tilburg and Holthof, 2018). in addition o the indexing status and
optimizing the level of visibility of there website by reviewing he crawlers the views and
have the detail level of reporting on the dashboards of thr website owner.
 Hootsuite
His tools help in there clear and composite level of overviewing of the performance of
company on social media along with measuring the team performance. This is help in
sharing the customised revenue for each of socials platform performance by mentioning
in depth analysis.
On the other hand, there digital marketing metrics analytics have the several level of
parameters which have revealing the results of marketer researcher and efforts. This are
considered to be the evidence to have the differentiated in between the desire goals and real
achievement of marketing strategy.

There is the needs to be converted in the customers to have the locating of better level of sales
which is helpful in defining the success rate of campaign. The evaluation process has the
inclusion of the important stage which is such as past, present and future in which the firm have
accepted level of performance to be better in present as compared to past.
Bounce rate have the more level of traffic moving from the respective website in
engaging the site. There is nor level of traffic so being engaged in the marketing strategy which
should be backed by the appealing the level of landing page.
The exit rates is considered to the audience after visiting the website pages which have the
inclusion to be get interested provided on the page and click on it (Kannan., 2017). This is the
exit rate which usually takes the visitor to another website for which links have been provided.
The last is about the revenue metrics as the most effective measure in the success rate as
on the certain level of factor which are such as Return on Investment (ROI) and Cost to Acquire
a Customer (CAC), a campaign’s effectiveness can be judged. After all, our main motive is to
get better engagement, higher conversion and bigger revenues.
Measuring Digital Marketing Effectiveness have the Marriott as the brand which have eventually
take the support of the digital marketing measurement procedure to have the building of success
in the market positions who are considered to be the part of loyal customer by standing in the
procedure in effective manner. For the company it is essential to have the understanding in order
to have inciting factors which help the manager to the carrying out the successful level of
marketing camping in perfect manner.
CONCLUSION
From the above report, it is concluded that digital marketing in the hospitality
organization plays a critical role. Digital marketing provides effective services to the Marriot. It
helps to promote goods and services in the marketing so it is a main role to expand the market
through globally. Digital marketing include many digital tools, channels and platforms to
promote and advertise the goods and services of hospitality organization. It can also conclude
that the online marketing is better than offline marketing for hospitality organization because it’s
save time and costs also. It also serves a huge platform to the company to expand their market
worldwide. Many developments of e-commerce and platforms are used in digital marketing and
to improve their many consumer trends also encourage the company towards the digital
marketing. The various digital tools, platforms and channels used by the hospitality organization.
Social media marketing is one of the most effective digital marketing platforms because most of
the people in the world use social media sites such as face book, integral, twitter, YouTube etc.

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