Effective Digital Marketing Strategies: A Comparative Study of Hotels

This report examines the digital marketing strategies employed by Tavistock House Hotel and Haytor Hotel, two small-medium enterprises in the UK hospitality sector. It highlights the crucial role of digital marketing in the tourism industry, focusing on how these strategies contribute to increased brand awareness, customer engagement, and overall profitability. The report provides a comparative analysis of the two companies, detailing their approaches to search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, and email marketing. It also explores the importance of marketing functions such as gathering market information, marketing planning, product designing, and customer support services. The analysis includes recommendations for improving digital marketing effectiveness, emphasizing the need for continuous adaptation to evolving customer preferences and technological advancements. The report concludes by underscoring the significance of digital marketing in achieving sustainable growth and competitive advantage in the hospitality industry, with both hotels needing to leverage digital channels to enhance customer experience and expand their market reach.

DIGITAL MARKETING
STRATEGY

Table of Contents
INTRODUCTION..........................................................................................................................3
MAIN BODY..................................................................................................................................3
Digital marketing........................................................................................................................3
Treatment of digital marketing strategies and practices and their effectiveness in the chosen
organisations with a comparative analysis...................................................................................6
RECOMMENDATION...................................................................................................................9
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing refers to the online marketing in which companies promote the brands
to the actual customer. As per the views of Husain, Javed and Ananda (2021) the promotion of
the bushiness can be done with the assistance of online platforms such as Facebook, Instagram,
chrome, Pinterest, and other web-based platforms. The present report will examine how digital
marketing is playing major role in tourism/hospitality industry. The study will provide
comparative analysis of the two companies namely Tavistock House hotel and Haytor hotel.
Both the companies are small medium enterprises of UK. The study will highlight marketing
function utilized by the organisation in order to generate gross profit as well as delivered
satisfaction to the customers. Furthermore, the report will highlight digital marketing strategies
treatment and provide creative recommendation.
MAIN BODY
Digital marketing
The digital marketing playing very essential duty in hospitality industry. It will give
assistance in spreading awareness among the public or customers. According to Christina, Fenni
and Roselina, (2019) this promotion strategy attract the customers rapidly because in recent time
everyone spends most of the time on the social media or scrolling the digital platforms. Before
visiting any hotel people make decision on the bases of digital research. People or the customer
are easily check out the reviews and rating on various digital platforms anytime. Various
platforms of digital marketing provide proper information related to the hotel and build an image
in the market. It will increase the profit of the organisation. With the feedback of the customer
company modify and delivered better quality of services by the hotel.
As per the views of Khokale (2019) search engine optimization of digital marketing
increase the visibility of the company over internet and various platforms. Through the digital
marketing the company delivered marketing messages to the customer like why to choose us and
enhance the quality of an organisation. Facebook, Instagram, YouTube, trivago, trip-advisor etc.
are several examples of online platform which helps in expending the business all over the world
speedy. With the assistance of digital marketing the customer books the hotel or reserved the
services without visiting the place the client willing to visit. The company determine the market
value and their potential customer. The hotel analysis the great and awful experience of the client
with the organisation. Along with this, digital marketing will allow the organisation to

expand their business into global market. That contributes in increasing the overall growth
of the form.
In addition to this, Christina, Fenni and Roselina (2019) had investigated that hospitality
manage can make use of the social media marketing that will allow the organisation
to interact with the customer. Such as it allows the company to make the page on the
social sites and the Instagram hashtag feature will contribute in increasing the brand name of
the firm Moreover, organisation can update their information on the social site regarding the
sales or offer that will attract the large consumer as well as increase the sales of the firm.
Vieira, de Almeida Agnihotri and Arunachalam (2019) reflected in their study that digital
marketing also allows the company to identify the needs and demands of the targeted customer.
That lead in providing the services according to their taste and helps in increasing the brand
loyalty of audience towards the organisation. This ways of marketing will help the hospitality
Indus trying in knowing the marketing strategy used by competitors. That will allow the
organisation in developing the marketing plan in order to deal with the external environment
threats. On the other side, Ilyas (2021) has critically analysed that digital marketing was one of
the most cost effective method of marketing and it allows in saving the operational cost as
well improve the operational efficiency. Along with this, some of the features are paid that will
help the organisation in targeting the customer according to their demographic.
Marketing function
Marketing refers to exchange of goods and services through different channels. Basically
marketing is the activity of promoting the services of the organisation. Marketing spread
awareness among the people or the consumer. According to Liu, (2017), it is referring to the plan
of action which is utilised in the marketplace in order to defeat the competitors. Through the
assistance of marketing function, the organisation generate new customers as well as build good
relationship with the existing customers for the further benefits. Moreover, Tavistock House and
Haytor hotel can use this function in order to promote their products in the competitive market.
Both the organisation of UK leading the marketplace science many years. Tavistock is privately
own town house which offer exclusive service to the consumers or the visitors. Whereas, the
Haytor hotel is the commercial hospitality organisation which provide halcyon preservation area
and peaceful atmosphere to the consumers or to the public. The functions are mentioned in
details below:

 Gathering and Analysing market information: The organisation can collect the
information forms the external market by using the various method such as camping
and feedback. Both organisation Tavistock and Haytor work on the reviews of customers
and improve the quality as per the preferences of individuals in order to satisfy them. The
organisation targets the audience or the clients available in the marketplace to experience
the service delivered by the firms. However, digital marketing will help both the
organisation in identifying the market insights effectively. The company should
collect the information related to consumer wants and needs as it will result in making
the products according to them. In addition to this, company should also identify the
location as it will allow the organisations in increasing the customer as location plays
important role in hospitality industry. Both the organisation prefer to third party for
interaction and dealing with the clients. The third party are the traveller agencies who
delivers the information among the customers.
 Marketing planning: In order to increase the market, share the hotel need to make an
appropriate plan. Moreover, the planning will include the strategy related to the
promotion of the product that will allow the organisation to build the brand image.
The plans of action give assistance in increasing the scale of growth (Shah and Murthi,
2021). However, Haytor and Tavistock can make use of digital marketing as it will
allow the firm to advertise the services in the global market. Along with this, the
Haytor and Travistock need to make plan for enhancing the product and services as it
will increase the sales of the firm in the competitive market. However, the Haytor and
Tavistock can use advance technology’s such as robotic staff as well as smart room
keys in order to improve the services. That will lead the firm in increasing the
satisfaction of their customer (JÍRA, 2020). The organisation utilized digital marketing
platform such as Facebook, Instagram, website, emails etc. explained that involvement of
third party is a major role in the marketing planning as they introduced the product in
front of buyer or consumer.
 Product designing and development: This plays very important role in the
marketing sector. If the products of the organisation is attractive, then it will
attract more and more customer. Moreover, hotel can use special designs as it
will the company to sell their items in the competitive market. In order to

increase the customers or attract new consumer the organisation update service on the
regular bases as per the demand of consumers (Hassanien and Dale, 2019). Both the
organisation deliver variety of food and drinks to the consumer to provide satisfaction
and positive experience to the visitor. The organisations offer individual designed room
service with the Wi-Fi, 3D TV, cotton beds, bars, lounge, coffee maker facilities etc.
 Customer support services: This is one of the most important sector of marketing
as it allows to identify the issues faced by the targeted audience before and after
getting service from the organisation. Moreover, Hayton and Tavistock can implement
new services such as technical and customer compliant (Yaghin, 2020). This will
contributes building the strong relation with them as well as increase the sales. With
the customer support services, the companies are managing to resolve the quarries of
visitor which will result in additional values added in the reputation of the organisation.
Simillidou, (2020) determined that the companies manage to great good impression on
the people’s as they offer loyalty programme in the marketplace. The employees of the
organisation make direct interaction with clients also to highlight the mission as well as
visions of leading companies.
Treatment of digital marketing strategies and practices and their effectiveness in the chosen
organisations with a comparative analysis
Strategies of digital marketing-
Tavistock House Hotel has followed effective marketing strategy in order to increases the
productivity of the organisation by increases the consumer base. There are so many strategies
followed by the company. It is the planned actions that are need to be performed with the
reaching to the specific goals. This is also increasing the revenue of the hotel and also improving
the relationship with the audience. There are so many strategies which are followed by both the
hotels.
Strategies Tavistock House Hotel Haytor Hotel
SEO (search
engine
optimisation)
According to today’s world this is one
of the most effective strategy that are
need to be initiated today. Cited firm
uses this strategy in order to maintain
high ranking for the searching result.
Haytor Hoytel this strategy in order to
target the particular audiences such as
it targets the agencies which are
offered travelling strategy in order to
informing them with the updates. It is

It is useful when the person uses
keyword related to hotel and search by
this (Mahmoud, 2019).
very important to target the particular
audience beacuse everyone is not
related to the audience.
PPC (pay per
click)
Tavistock House Hotel has invested a
lot in digital marketing strategies and
this strategy is useful when user wants
to collect information about the hotel
it is important to pay amount for per
click.
Haytor Hotel is not as much focus on
this strategy because it needs
investment and it is comparatively
small from another hotel. It gives
impressive return on investments
(Sridhar and Fang, 2019).
Content
marketing
This strategy is focus on the reaching,
connecting and engaging with the
consumer with the help of new videos,
infographics, blog posts, etc.
Basically, this strategy is used for
sales oriented, also it improves the ski
performance of the organisation.
Youngesters are much aware about the
content which were upload to the
social media and because of this, the
reach of the customer is also increases.
Haytor Hotel uses this strategy for
providing valuable information to the
audience and generate conversions. It
is focus on the optimizing the content
which are operated by the search
engine optimization. This increases the
visibility (Syahida, 2021).
Email
marketing
This is very common strategy that is
used by the many firms and it does not
need any high investment. It increases
the brand awareness as well as
customer are up to date about the new
offers and all the time firm uses this
strategy to provide information
(Kingsnorth, 2019).
Organisation use this strategy only
existing customer for informing them
about the new service which are hotel
going to provide. Also, this is one of
the easy and best strategy that can help
the organisation in order to inform
them. People are awre from this emails
and enquiry about the discount nad
rewards given by the hotel.

Apart from all these strategies there are further strategies which are used by the Tavistock
House Hotel which as follows:
Social media marketing- This is also very popular digital marketing strategy because it
focuses on brand awareness as well as it increases the conversation. There are many platforms by
which any firm can reach to the target audience such as twitter, Facebook, Pinterest, LinkedIn
etc. Apart from this it is also focus on the advertising too and maintains the reputation of the
company. There are more than 30 percent internet users are spent their time on that type of sites
in order to collect knowledge and share the content with family and friends. Customer are
sharing their experience with the audience and it promotes in a large way to target the particular
audiences (Polanco-Diges and Debasa, 2020). It directly impacted on the revenues by social
media presence, it influences the other people who are ready to take initiative for the services.
With the customer support services the companies are manage to resolve the quarries of visitor
which will result in additional values added in the reputation of the organisation. By this, the
companies manage to great good impression on the people’s as they offer loyalty programme in
the marketplace.
VOICE SEO- It is the newest strategy that can be followed by the many hotels in which
cited firm are also used this strategy in order to promote their services (Bala and Verma, 2018).
Voice search optimisation has various types of assistance such as Siri to Amazon Echo which are
responded to the voice of the person in order to showing the results for whatever question is
asked. To find restaurant, travelling agencies, hotels etc. services are found the results by the
voice assistance (Eiriz and Leite, 2017). It is very important to target the particular audience
beacuse everyone is not related to the audience. The main aim of this strategy is to target the
audience which are used that keyword in order to increases the productivity. It has been seen that
there are almost 50 percent of the adults are use voice search each day. Youngsters are targeted
by the firm because they are always ready to travel new places and lead to increased traffic from
the customer in the target market. Further, the firm uses this assistance for promotional brand
content. It needs little high investment but also it gives good results in the near future . For
example, hotel can Trust WebEx to driving the valuable traffic for the traffic that suits
proprietary and innovative tools in order to be competitive in the market.
Video marketing- With the help of video marketing organisation increases the growth of
the revenue and also expanded the operation of the business. It is also like content marketing and

email marketing in which business are focuses on valuable videos and creating informational
content for particular audience (Dewi, 2020). There are basic types of videos such as
announcement, instructional, event, behind the scenes, etc. It does not matter that which kind of
video are making the thing which is matters is creating brand awareness for the target audience.
This is helps to make the high-quality content for the existing users and the new audience.
Almost of the people are credit video for making the purchase decision (Vieira and Arunachalam,
2019). The social media and video makers play essential role in influencing or encouraging the
consumer with the video which is in context of the organisation such as Tavistock and Haytor
hotel.
Practices of digital marketing-
There are some practices that are used by the cited firm in order to maintain the
effectiveness of the organisation. Such practices are as follows:
Identify the target audience- This is very important practice in order to target audience,
cited firm is target high class category of people with all age group and that is why it targets all
the audience with the help of digital marketing. SEO (search engine optimisation) are help for
target the particular audience that are help for increasing the customer base as well as it has
increases the reach
Develop content market strategy- Marketing the content in the positive way can attract
many prospects (McSweeney, 2020). This also move it through a marketing for boosting the
sales and business. That is why content creation is become most essential purpose of digital
marketing.
Build relevant content- Relevant content is helps the customers for connecting with the
important importance of beneficial trends and products or services. This content could be in the
form of whitepapers, blog posts, articles or webinars. It is the practice that holds true and
particularly for the B2B service. Business to business is customers don’t just go looking around
online for the latest machinery and gadgets.
RECOMMENDATION
 It has been recommended that cited firm use the digital marketing strategy and practices
in order to increases the productivity of the firm.
 The report discussed about many strategies in which SEO (search engine optimisation) is
very important (Safanta and Shihab, 2019).

 It increases the reach of the business and target the audience from all over the world.
This is very important to collect all the information about the customer what kind of services
they need and how to improve the existing services so that it helps to increases the marketing and
advertisement function.
CONCLUSION
It has been concluded that digital marketing is one of the popular strategies for achieve
the business goals in order to promote the products and service. It also identified that it targets
the audience so that it can explore the advertising content. The report discussed about the aim
and objective of digital marketing and also discussed the environment of it. It has explained the
academic literature that pertaining it with the hospitality sector. Moreover, comparative analysis
for all the functions of marketing with the Tavistock House Hotel. Further, explained the digital
marketing strategies and practices so that it helps to advertise the services in an effective manner.
Lastly, recommended about the SEO strategy that can be work perfect for the cited firm also it
increases the reach of the customer.

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