Digital Marketing Plan and Omni-Channel Marketing for Marriott Hotel

This report provides a comprehensive analysis of Marriott Hotel's digital marketing strategies, focusing on online and offline promotional channels, customer trends, and the use of digital tools. The project examines the development of e-commerce and digital marketing platforms, including social media, email campaigns, and search engines, to design a marketing plan with clear vision, mission, objectives, and strategies. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats, while also exploring the importance of Omni-Channel marketing and performance management techniques. Key elements such as Augmented and Virtual Reality Marketing, Engagement-Based Email Marketing, Content Personalization, and Online Travel Agents (OTAs) are discussed, along with the application of various digital tools like content marketing, affiliative marketing, programmatic advertising, and artificial intelligence. The report concludes with a discussion on performance management techniques and actions to improve digital marketing performance within the hospitality industry.

Unit – 24
Hospitality
Digital
Marketing

EXECUTIVE SUMMARY
This project is based upon Marriott Hotel for being an American multidimensional varied
hospitality industry that manage and contract with broad collection of hotels and resorts in lodging its
facilities. In this project digital marketing concepts is discussed with its online and offline
promotion. It further identifies key elements of hospitality customer trends and insights for its
growth with various uses of digital tools such as OTAs and building customer relations. The
project evaluates development of e-commerce and digital marketing platforms for designing
plan with its vision, mission, objectives and strategies to improve capabilities through SWOT
matrix. It also explains the importance of Omni-Channel marketing with application of
performance management techniques for digital marketing plan.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................2
INTRODUCTION......................................................................................................................4
TASK – 1...................................................................................................................................4
P1. Discuss the concept of digital marketing with its online and offline promotion.............4
P2. Identify key elements of hospitality consumer trends and insights for its digital
marketing growth....................................................................................................................6
TASK – 2...................................................................................................................................6
P3. Analyse the various digital tools used by organisation....................................................6
P4. Evaluate development of e-commerce through digital marketing platforms...................7
TASK – 3...................................................................................................................................8
P5. Design digital marketing plan and strategy for improving capabilities...........................8
P6. Explain the importance of Omni-Channel marketing......................................................9
TASK – 4.................................................................................................................................10
P7. Determine various performance management techniques for digital marketing plan. . .10
P8. Present actions in hospitality industry that can improve digital marketing performance
..............................................................................................................................................10
CONCLUSION........................................................................................................................11
REFLCTIVE SUMMARY.......................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
The hospitality digital marketing is described as source of online promotional channel
which does not cost high for manufacturers for signing at various applications through
electronic gadgets. This process creates high prospect for company to provide advertisement
at large scale by enlarging its customers to attain high profit-margins. This project is based
upon Marriott for being an American multidimensional varied hospitality industry that
manage and contract with broad collection of hotels and resorts in lodging its facilities (Atwal
and Williams, 2017). This project analyse the concepts of digital marketing with its online
and offline promotion. It further identifies key elements of hospitality customer trends and
insights for its growth with various uses of digital tools. The project evaluates development
of e-commerce and digital marketing platforms for designing plan with its various strategies
to improve capabilities. Additionally, it explains the importance of Omni-Channel marketing
with application of performance management techniques for digital marketing plan.
TASK – 1
P1. Discuss the concept of digital marketing with its online and offline promotion
Digital Marketing:- It refers as most important activity for managers of Marriott
Hotel to increase their sales through pertaining their promotional channel with online media.
The directors of hospitality industry aim to build brand awareness and positioning through
electronic methods for enlarging customers.
Role of digital marketing in hospitality industry:-
 Higher revenues:- The managers of Marriott Hotels are highly beneficial in
increasing their revenue by developing attractive advertisements for positioning hotels
in mind of target market (Azarmi and et.al., 2018). This results in extending their
customers for attaining high profit-margin to remain steady at global market.

 Cost effective:- It is the process through which managers of Marriott Hotel are
profitable as they maintain low cost for delivering qualitative services which results in
maximisation for satisfaction of customers.
 Real time results:- Marriott Hotel managers aim to manage their task with online or
digital marketing concept for promoting customers to enjoy and entertain their life
within hotel at least cost. It is further capable in achieving ambition and intention at
specified duration that leads to attain victor efficiently by managing activities at real
time results.
Challenges of digital marketing:-
 Increase work from home:- The managers of Marriott Hotel face challenge in digital
marketing concept as most of the people are employed and have to spend their high
time in working from home because of pandemic situation of COVID - 19. This
reduces the extra usage of customers which creates hypothetical situation for business
to increase its income (Camilleri, 2019).
 Crisis of money:- The hospitality industry and end-users both face critical issue for
crisis of money, which results in less expenditure of customers for their luxurious
lifestyle. Managers of Marriott Hotels are highly challenge this situation and are
adversely affected with decrease in sales. It further takes necessary measures for
controlling this pandemic with least-cost effective pricing strategy for qualitative
services.
The comparison between online and offline promotional channels:-
Basis of Difference Online channel of marketing Offline channel of marketing
Activities included The online channel of marketing
includes activities such as
promoting services of Marriott
Hotel through social media,
websites, applications, etc.
The offline channel of
marketing involves promotional
activity through print media,
radio, television, etc.
Functions This function majorly attracts
urban areas and almost of rural
areas as poor people lacks in
utilising electronic gadgets.
Its functions draw attention
towards both rural and urban
areas as newspapers, two-way
radio and TV are of low cost
which is easily available to poor
people.
Result The result of this channel is
people develops interest towards
hotel for achieving new
experiences and adventures in
their life
This results in low interest
towards stay in hotel as these
people are already poor and
face crisis due to pandemic
situation from increasing
corona virus cases (Cruz,
Moretti and Alves, 2019).

P2. Identify key elements of hospitality consumer trends and insights for its digital
marketing growth
The key elements of hospitality customer tendency and insight enhance growth in
digital marketing are as follows:-
 Augmented and Virtual Reality Marketing:- The augmentation means the process
through which managers of company advertise their products and services within any
application with its imaginary sound, shape, presence, video and graphics. The virtual
reality refers as to avoid imagination and provides effective marketing concept with
reality through computerised skills (Faria and et.al., 2017). Managers of Marriott
Hotel implement this to encourage customers to book their residency within industry
that increase expansion and growth of company.
 Engagement- Based Email Marketing:- It is the process through which managers of
Marriott Hotel focus on their site visitors as it mail their clients for increasing sales.
This enhances managers to maximise their guests by developing good customer
relations to succeed in competitive market with its aggressive strategies for dealing
with pandemic situation.
 Content Personalization:- The managers of Marriott Hotel aim to develop their
content of advertisement in significant which contains information related with
features, quality of service and good atmosphere to survive. It enlarges customers for
attaining adventurous life and enjoys their vacations period through gyms, spas,
swimming pool, sports area, etc.
 Online Travel Agents (OTAs):- This is most important for managers of Marriott
Hotel to promote and develop brand awareness by positioning to varied customers
with building connection for online travel agents. These enlarge customers sale by
promoting its varied amenities at least price to explore good livelihood.
 Build corporate social responsibility:- The managers of Marriott Hotel focus on
developing good relations with its customers through supplying them high quality of
services. It leads to maintain loyalty of end-users for analysing the change in their
demands and to supply them with effective services (Gupta, 2019). This enhances the
growth of company for being stable in perfect competition market by meeting the
necessities of customers.
From the above mentioned elements, managers of Marriott Hotel emphasize at Online
Travel Agents (OTAs) for maximising brand positioning to maximise revenue and
profitability ratios.
TASK – 2
P3. Analyse the various digital tools used by organisation
Digital Tools:- The ability of directors to develop software and platforms for
enriching customers in order to increase clients by making them aware of aware of various
services at low cost. Managers of Marriott Hotel implement variety of digital tools for

creating videos, images, audio, etc., for boosting its visitors to stay safe in this pandemic
situation of corona virus at their industry with its least pricing strategy.
There are different types of digital tools, through which some of them have been
explained in context for managers of Marriott Hotel are as follows:-
 Content marketing:- The managers of Marriott Hotel focus on developing creative
content to advertise their features within the hospitality industry (Jin, 2017). It is most
important for managers to promote their service with true and fare norms by
describing the reality of their hotels. It further develops content marketing strategy
with adoption of 3C’s that are content, community and commerce for enlarging
customers. Example:- Google, Wikipedia, etc.
 Affiliative marketing:- Marriott Hotel managers further emphasize on building good
relations with its customers for recognizing the change in their needs and wants that
has to modified efficiently. Example:- YouTube, Facebook, LinkedIn, etc.
 Programmatic advertising:- The managers of Marriott Hotel also develops advertise
in between of various programs and events. It further analyse the most visualise
programs for promoting its features in that specific advertisement with the hope to
increase auction. Example:- Instagram, Snapchat, Twitter, etc.
 Artificial Intelligence:- Marriott Hotel managers focus on this platform for
sponsoring various equipments on single applications with variety of apparels
(Kvasić, 2019). This leads to develop an artificial image of products and services that
have been supplied within the industry. Example:- Amazon, Flipkart, Myntra, etc.
P4. Evaluate development of e-commerce through digital marketing platforms
Digital Platforms:- There are various types of digital platforms being available in
this world that are effectively utilised by manufacturers and customers to directly contact
with each other. Managers of Marriott Hotel focus on these display places for identifying the
requirements of users at sufficient price and further develops various steps for building good
relations.
The digital marketing platforms plays major role in developing e-commerce that
results in building good relations among manufacturers and customers. It is further explained
as under:-
 Social media:- The managers of Marriott Hotel focus on these social media for sales
promotional activities in order to incremental selling prospect. It is most important for
an organisation to target large number of population through one significant message
and advertising content. Example:- Facebook, Twitter, LinkedIn, etc.
 Email campaigns:- This refers as business uses variety of series to communicate with
its current and potential customers for being in connection with company (Magno,
Cassia and Bruni, 2017). Managers of Marriott Hotel aim to provide discounts for its
users till 5 times for developing their loyalty towards hospitality industry. Example:-
Uber, Swiggy, Zomato, Ola Cabs, etc.

 Search engines:- It is described as the process through which managers of managers
of Marriott Hotel aim to develop various websites for enabling users to books their
rooms in hotel for living luxurious life. The hospitality industry gathers information
from the World Wide Web to examine the interested candidates and promote its
features through advertisements repeatedly for converting the visitor into client.
Example:- Google, Yahoo!, YouTube, Amazon, etc.
TASK – 3
P5. Design digital marketing plan and strategy for improving capabilities
SWOT Matrix:- This analysis is implemented by managers of Marriott Hotel for
determining their intrinsic strength to minimise weak spots for being stable in competitive
market (Mbama and Ezepue, 2018).
 Strength (S):- The managers of Marriott Hotel develops their potential power
through building good employee relations among workers and motivating them to
give their best efforts for achieving personal and organisational ambition.
 Weakness (W):- Managers of Marriott Hotel focus on weak spots of within the
interior environment by monitoring and controlling actions of workers for diminishing
errors.
 Opportunity (O):- Marriott Hotel managers increase prospects by utilising the scarce
resource of business effectively for adopting growth and development in perfect
competition market.
 Threat (T):- The managers of Marriott Hotel face challenges from external
environment of business which negatively impact its steadiness at global market.
Digital Marketing Plan:- The Marriott Hotel managers design this digital marketing
plan for increasing brand awareness and positioning among its target market that leads to
generate high sales and profitability ratios (Peeyush, 2017).
Basis Explanation
Vision analysed The Marriott Hotel’s vision is to be the World’s Favourite
travel company.
Mission targeted The mission of Marriott Hotel is to augment customers for
creating supreme and excited vacation to leisure experience.
Objective to be achieved The main purpose of Marriott Hotel is to provide guests with
comfortable and secure environment with high quality
service.
Marketing strategies The managers of Marriott Hotel adopt various marketing
strategies such as content and affiliative marketing, search
engines, etc., to increase their revenues.
Performance Evaluation The Marriott Hotel managers aim to evaluate performance
being done by its workforce for identifying mistakes that has
to be solved to attain success efficiently (Rahimi, Koseoglu
and King, 2019). It further adopts these techniques for taking
protective measures to minimise risks are:-

 Benchmarking
 Key Performance Indicator (KPI)
 Budgetary Targets
P6. Explain the importance of Omni-Channel marketing
Omni-Channel Marketing:- This marketing channel develops interrelation among
producers and consumers with integrated online shopping experience. It is the process
through which end-users comes in direct contact with producers for fulfilling their needs and
wants (Saraiva, Pugen and Chaves, 2019). This channel is most important for directors of an
organisation to identify their visitors which can be turned into customers through increasing
promotional activities.
Managers of Marriott Hotel implement this channel of marketing to bridge the gap
between manufacturer and target market for meeting their requirements to achieve goals and
objectives (Silva and Barreto, 2019).
Necessities for Omni-Channel Marketing:-
 Audience engagement:- The managers of Marriott Hotel focus on engaging audience
in order to ensure that they have engaged with right audience which is really willing
to book rooms. It is very auspicious concept in this pandemic situation for analysing
the needs of customers for providing them safety while staying at hospitality industry.
 Memorable experience:- Marriott Hotel managers are highly profitable as they are
capable in developing memorable experience for its customers with adventurous
lifestyle.
 Build customer relations:- The managers of Marriott Hotel focus on building
customer relations for communicating with them effectively in order to analyse their
specific needs that has to be performed in low cost. It results in encouraging target
market to come repeatedly for enjoying specialised features at least-cost effective
prices.
 Improve brand positioning:- Marriott Hotel managers aim to develop their brand
with good design and structure that symbolise and attracts customers (Siu, 2019). It
further enhances market growth for company by increasing its sales that leads to
generate high share of market.

TASK – 4
P7. Determine various performance management techniques for digital marketing plan
There are different techniques which are used hospitality industry for performance
management in their digital marketing plan are mentioned as under:-
 Google Analytics:- The managers of Marriott Hotel can use this performance
management technique for determining adhoc situations of corona virus for solving its
issues as being aware of customer protection rights (Tian and Kumar, 2019). This tool
is also beneficial for company to analyse the ROI with the motive to increase its sales
and profits for competing with rivalries such as Hilton Hotel, Ritz Hotel, etc.
 Counting conversions:- Marriott Hotel managers examine the every visit of its
customers for being updated through its specialised features and opportunities to deal
with pandemic situation. It enhances company for analysing the conversion of visitors
into their clients with their promotional activities to increase sales and income.
 Key Performance Indicator (KPI):- The managers of Marriott Hotel can use this
approach for evaluating performance of its workforce to restrict mistakes for
ascertaining target at specified duration.
 Campaign channels:- Marriott Hotel managers can use this through the medium of
search engine, email marketing and social media for developing varied channels to
supply qualitative services for its clients. It leads to analyse the variance between
actual and expected sales that lacks in meeting the goal for stable in global market.
From the above mentioned performance management techniques, managers of
Marriott Hotels mostly adopt Key Performance Indicator (KPI) as to improve business
activities with rectification of errors.
P8. Present actions in hospitality industry that can improve digital marketing
performance
The actions which are implemented by hospitality industry for improving digital
marketing performance as shown as below:-
 Assessment of Technology:- It is referred as the process through which managers of
an organisation aims to analyse the comparison between technology adoption of their
company and its rivalry (Walenciuk and Dłużewska, 2018). Managers of Marriott
Hotel aim to determine that for identifying the efficacy in their goal achievement that
creates affects instability of hospitality industry.
 Optimise SEO:- This is described as the process through which managers of
company analyse that their digital marketing channel is on right path which has the
capability to enlarge customers.
 Measurement of reach:- The process through which managers of an organisation
analyse the gap between estimated and actual revenue and profits. It further develops
comparison of sales from its previous to current year in order to examine the gap and
cause for lacking in not achieving expected result. Managers of Marriott Hotel

auxiliary analyse the reason for lacking in expectation from the adverse and
uncontrollable risk of corona virus which negatively impacts its stability.
 Tracking social channels:- The process which encourage customers through
promotional activity of Online Travelling Agents (OTAs) as they builds interest of
end-users or its clients by advising them to survive their lifestyle in certain industry.
Managers of Marriott Hotel are highly profitable as they enlarge customers through
these travel agents that results in high profitability ratios and market share by giving
some part to the agency (Webster, 2019).
CONCLUSION
From the above discussion it have been concluded digital marketing is very essential
for hospitality industry to explore and promote its features to target market for increasing its
sales and income. In this project the concepts of digital marketing have been discussed with
its online and offline promotion. It further identifies key elements of hospitality customer
trends and insights for its growth with various uses of digital tools by maintaining good
relations with target market. The project evaluates development of e-commerce and digital
marketing platforms for designing plan with its various strategies to improve capabilities.
Additionally, it explains the importance of Omni-Channel marketing with application of
performance management techniques for digital marketing plan. This also determines
business actions for improving promotional activities to meet the requirements of patrons for
being stable at international marketplace.
REFLCTIVE SUMMARY
As being thankful for giving the opportunity to understand and describe the report on
very nice topic named as Hospitality Digital Marketing. It is very difficult to determine
various strategies that have been adopted by managers of Marriott Hotel for being successful
in perfect competition market. It is most important for managers to track their marketing
strategies in order to meet their goals and objective by developing good relations with its
customers. This is essential for companies to be in contact with its existing customers as they
also promote various services for hospitality industry to their relatives, neighbours for
enhancing fun and memorable experience. The Marriott Hotel must be aware of pandemic
situation in the country that affects its stability and must take precautionary steps for
restricting the effect of COVIID-19 in order to be protective for its customer safety.

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