HND Hospitality Digital Marketing: A Comprehensive Report and Analysis

This report provides a comprehensive overview of digital marketing within the hospitality sector, with a specific focus on the Hilton hotel chain. It begins by defining digital marketing and contrasting it with traditional offline methods, emphasizing the importance of adapting to the current digital landscape. The report then delves into key hospitality consumer trends, such as the increasing demand for safety, local experiences, and technological integration, and how these trends influence digital marketing strategies. It explores the key digital tools employed by the hospitality sector, including social media, websites, and search engine optimization (SEO). The report examines the development of e-commerce and digital marketing platforms, emphasizing their role in business growth. A detailed digital marketing plan is developed, including SWOT analysis, STP elements, and the marketing mix. The report also discusses the use of Omni-channel marketing, measurement techniques, and performance improvement actions to enhance digital marketing effectiveness.

HOSPITALITY DIGITAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of digital marketing landscape and comparison of online and offline marketing
concept........................................................................................................................................3
Key hospitality consumer trends and insight fuelling the growth...............................................4
Key digital tools used by hospitality sector................................................................................5
Development of the e- commerce and digital marketing platforms and channels......................5
Developing a digital marketing plan and strategies for building capabilities.............................6
Uses of Omni – channel marketing to meet business objectives in hospitality sector................9
Measurement techniques and performance techniques in digital marketing strategy and plan 10
Actions to improve performance in digital marketing..............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
5 Ways to Improve Your Digital Marketing Strategy. 2021. [Online] Available through:
<https://emarsys.com/learn/blog/5-ways-to-improve-your-digital-marketing-strategy/>.............14

INTRODUCTION
Digital marketing is being defined as promotion and advertising of the goods and services
INC used by the companies that help of digital channels. These channels can be like search
engines, websites, different social media, email and other mobile related applications. In the
current competitive market the use of digital technology is highlighted and is used to a great
extent. The present research is based over the hotel chain of Hilton. Hotel which is a
multinational hospitality company managing its franchises and the portfolio of hotel resorts all
over the world. The hotel Hilton was founded by Conrad Hilton in the year 1919. Present study
will provide an overview of digital marketing and comparison of online and offline marketing
concepts. In addition to this the analysis of consumer trends and how it fuels digital marketing
will be highlighted. In addition to this the key digital tools and development of e-commerce and
marketing platforms will be discussed. Along with this the development of a digital marketing
plan will be undertaken and discussion of Omni channel marketing will be useful stop in the end
the different techniques of measurement and performance with ways will be used to present a set
of action to improve the performance in digital marketing of health and.
MAIN BODY
Overview of digital marketing landscape and comparison of online and offline marketing
concept
In the current parlance, the use of digital marketing and use of technology is being
undertaken within the marketing of the company. The reason pertaining to the fact is that in the
current technologically advanced environment free digital marketing is the major key to success.
The reason underlying this fact is that if the companies will not be much advance within the
marketing then this will affect of the company (Hristoforova and et.al., 2019). For Hilton it is
very essential that they must comply with all the latest digital marketing techniques so that they
are updated and more of the consumers are attracted towards the company. Currently digital
marketing landscape is very good and this will provide an opportunity to Hilton in order to
increase the sales and attract large number of consumers. The major requirement of consumer in
this highly competitive world is the quality of the services. If Hilton will emphasize more over

the quality marketing then this will attract more of the consumers and as a result of this sales and
profitability of the company will increase.
Online marketing Offline marketing
This is a type of marketing practice which
involves making use of online methods of
marketing like the social media, use of digital
marketing, mobile marketing, email and other
digital platforms.
In contrast to this the offline marketing is a
type of technique which majorly focuses on the
traditional methods of the marketing like
offering discount, bill boards, and others
(Hudson and Hudson, 2017).
This type of marketing involves the use of
third party like web content, email, social
media platforms and others.
This does not involve any such type of thing
rather it makes use of mass media, telephones
and others.
This method is more cost effective and
efficient and involves less time and covers a
large number of consumers at a time.
This offline marketing involves more of the
cost and also involves and takes a lot of time in
marketing the product and service.
Key hospitality consumer trends and insight fuelling the growth
o In the current competitive environment the most important aspect for the success
of the hospitality organisations is to you have a greater emphasis over the
consumer needs and requirements. The reason underline this factors that the
consumers are treated as the king of the industry and of consumers are not
satisfied then the profitability of hotels will also be not good. As a result of this it
is very essential for health into time to time analyses and evaluates the consumer
trends as it keeps on changing to a great extent. Currently the major consumer
hospitality trends relevant for Hilton are as follows-
 With the evaluation it was analysed that trend among the consumer is the emphasis over
safety and protection of the consumers coming to the hotel. This is pertaining to the fact
that due to covid-19 the consumer has a fear of getting infected and they are not going
much to the hotels (Kotler and et.al., 2017). Thus currently consumers are preparing
major emphasis over the safety measures in order to go to any of the hospitality sector
industry.

 In addition to this another major trend currently going among the consumer is the focus
on the local culture and products. The reason underlying this factors that currently the
consumer up referring more towards the local culture and the local food. Hence hotel
must involve this within their services so that it will attract more of the consumer's.
 Along with this currently consumers are also preparing the hotels which have high
compliance with the use of latest technology. The reason underlying this fact is that
consumers like the latest technology like robotics artificial intelligence virtual reality and
others within the hotel to ease their work. Hence Hilton can also comply with changes
within the technology.
Key digital tools used by hospitality sector
In the current competitive business environment there are many up gradations within the digital
marketing technology. Hence there are many different tools and techniques being build time to
time in order to market the product and services of the hospitality industry. The latest tools and
techniques being available to Hilton hotel in order to market the product through digital platform
are as follows-
 The first and the most common tool for digital marketing is the use of social media
networks. There are many different social media platforms such as Facebook WhatsApp
Twitter and others which can be used in order to market the product and services of the
people.
 In addition to this the company can also make use of the website in order to market the
product and services of the metal. The reason underlying this fact is that the consumer
checks the website of the hotel first before going to the hotel. Thus if the website will be
good and effective than this will attract consumers.
 Along with this it was evaluated that the use of different search engine optimisation and
other digital marketing tools is also a system in order to attract the consumer in this highly
competitive world. This is pertaining to this fact is that use of SEO and SCM are also good
tools in order to attract the consumers (Kriechbaumer, 2019).
Development of the e- commerce and digital marketing platforms and channels
E-Commerce is being defined as the buying and selling of goods and services and
transferring the data with help of electronic network primarily internet. Business can undertake
different models like business to business to consumer to consumer in order to undertake the E-

Commerce business. With help of the digital marketing the E-Commerce has also been increased
to a great extent. The reason underlying which factors that e commerce creates huge revenue and
this is company in acquiring major consumers. Both E-Commerce and digital marketing is
assistive in improvement business and its operations. The reason underlying the sweaters atom
the E-Commerce is essential for the digital marketing (Litvin, Goldsmith and Pan, 2018).
The E-Commerce is a type of industry which involves finding selling of the goods and
services with help of internet and computer networks. The E-Commerce has been developed in
order to market 3D and services of the computer. This assist companies and hotels in order to
market the product and services of computer in effective and efficient manner. This E-Commerce
and different marketing platforms are better than the physical channels. The reason underlying
this fact is that the E-Commerce also assists in effective marketing of the doctor and services.
This is better than the physical channels as this is more fast and effective and covers a large
number of consumers at a single time.
Developing a digital marketing plan and strategies for building capabilities
The digital marketing plan is being defined as the plan which is prepared in order to improve the
working in effective and efficient manner. Along with this it also involves the setting up the
objectives for the effective management of the working.
Objectives
 To increase the sales of the hotel by 10 % by the end of the year 2021.
 To increase the investment within the digital marketing activities by 25 % by August
2021.
 To increase the investment in the use of latest technology by 10 % till the end of
September 2021.
SWOT analysis
Strength
The major strength of the hotel is that it has
high brand recognition and this will improve
the working of the company.
Another strength of the hotel is that it have a
good employee retention.
Weakness
The major weakness of the Hilton hotel is that
it has limited share within the market. This is
the major limitation because of the reason that
the competition within the market is high and
due to this the working is very low.

In addition to this another major strength of the
company is that it has good reputation within
the market.
In addition to this another major weakness of
Hilton is that operations of the hotel has been
affected because of the global pandemic to a
great extent.
Opportunities
The major opportunity for the business is to
comply with the legislation relating to the
current covid 19.
In addition to this another major opportunity
for the business is to invest in the latest
technology and increase the investment.
Threats
The major threat to Hilton is the high and
intense competition. This is pertaining to the
fact that when the competition is very high and
this has affected the performance to a great
extent (Leite and Azevedo, 2017).
Another major threat is the frequent changes
within the need and preferences of the
consumers. This will affect the working of the
company.
STP
Element Description
Segmentation The major segmentation being selected by the
Hilton hotel is on the basis of the demographic
and behavioural segment.
Targeting The major target under the demographic
segment is the use of the target based on the
income that is high income people and on basis
of age that is middle aged consumers.
Positioning For the effective positioning of the company
and its services the Hilton will be focusing on
the quality services. This is pertaining to the
fact that whenever the quality is being said
then consumer must have only single name that
is Hilton.

Marketing mix
Elements Description
Product The product involves the facility to the
consumer relating to accommodation, food,
services relating to the stay and many other
different services to the consumers.
Price The pricing strategy of the hotel involves the
use of the penetration pricing strategy. This
strategy is being undertaken by Hilton hotel
because this involves the setting of prices low
in order to attract the consumer and then
increase the prices a little in order to increase
the profitability (Coyne, 2020).
Place The place involves the areas through which the
services are being provided to the consumers.
in case of the hotel the major place is the hotel
and this is the physical area through which
consumer get the services.
Promotion The promotion is being defined as the
advertising the product and service within the
highly competitive market. For the promotion
the use of social media, digital platforms, email
marketing and other types of the marketing
channels are being used.
Monitoring and control
This is the most essential aspect for the success of the company and the effective implementation
of the digital marketing plan in effective and successful manner. Hence, for the effective
monitoring and controlling of the marketing plan the most commonly used system that is
comparison with the standard is being used. This is pertaining to the fact that when the plan is
effectively implemented then this will result in proper and effective marketing of the goods and

services. Under this the actual working is being compared to the actual performance and then
deviations are being calculated (De Pelsmacker, Van Tilburg and Holthof, 2018).
Uses of Omni – channel marketing to meet business objectives in hospitality sector
Omni channel marketing refers to that approach of toward making sales where by multiple
approach has been adopted for making sales and the experience derived by the customers would
be results in a seamless experience. Whether the customer is buying from online platforms
through mobile, desktop or telephone or from bricks and mortar shop, the experience derived
would be consistent (Payne, Peltier and Barger, 2017). Here a consistent message for customers
has been created throughout the channels of sales which gets adjusted according to the behaviour
of the customer while making sales, thus provides ultimate and personalised experience to the
customers. The channels of marketing are just used for sending marketing message to the
customers regardless of the brand engagement of the customers and not even channels of
marketing are used for the same.
These Omni channel marketing helps to create an integrated experience of the customers by
integrating digital sales channels and physical sales channels in order to make customers
experience much better through branding and messaging. It helps in achieving business
objectives in the following manner:
 Better and improved customer experiences: The main motive of every business to
provide better customer experiences can be made possible through Omni channel
marketing through the creation of integrated customer experience. Omni channel
facilitates higher personalised experience to the customers.
 Sales and traffic increase: due to better and personalised experience to the customers,
Omni channel provides opportunity more sales and more traffic on companies websites to
make a purchase of the products (Berman and Thelen, 2018).
 Improvement in customer loyalty: Omni channel marketing proves to be more effective
in creating customer loyalty, as customer’s satisfaction improves through better and
customized experiences, they are keen to recommend brand to their friends and families
while they themselves repeating their purchase with company.
So, the above mentioned benefits are what every business wants to achieve through their
marketing efforts. In case of Hilton hotel also, they can improvise their customer
experiences through the utilization of Omni channel marketing where they can increase

their hotel reservations or sales through carrying out promotions and providing discount
coupons to those sources from where customers are likely to do transactions. Moreover, it
is believed that hospitality business and experience through Omni channel goes hand in
hand much well.
Measurement techniques and performance techniques in digital marketing strategy and plan
There are many techniques and metrics that are used by modern marketer to determine the
success of the digital marketing plan or strategy. Some of which are explained below:
Traffic on company’s website: Website of the company acts as a face of a company’s brand and
the ultimate outcome of the marketing plan can be well judged through the traffic that has been
created on company’s website which helps in determining the performance of a plan or strategy
created for marketing (Grubor and Jakša, 2018).
Number of Visitors: How many new visitors are created and how many customers are returning
to the company’s website determines the effective of marketing plan and the relevancy of content
created which if found to be valuable make it possible for companies to create customer loyalty.
Views of pages on digital platforms: How many pages users have visited and how many times it
has been repeatedly visited determines the effectiveness and success of the digital marketing plan
very well.
Conversion rate: It determines how much lead has generated and how of them are actually
making purchase of the company’s product determines the performance of the digital marketing
plan. The factors such as sales made and increase in subscriber are identified here (Muñoz-Leiva,
Hernández-Méndez and Gómez-Carmona, 2019).
Social reach: The content posted on social media are meant to be viewed by the users and
therefore leads to sharing, liking and commenting. This helps in knowing how much traffic have
been reached and accordingly engaged.
So, these performance metrics can be utilized by Hilton hotel to measure the performance of
their marketing plan presented digitally.
Actions to improve performance in digital marketing
Digital marketing is the modern form of marketing that is undertaken by leveraging the online
platforms having wider reach in real time like through company websites, social networking
sites, online ads etc. Hilton hotel can apply some necessary set of actions in the digital marketing
arena to improve the overall performance and gain competitive advantage in the market:-

 Optimize the company website and search engine- The company website and the search
engines are the most commonly used online platforms while undertaking the digital
marketing campaign. For generating efficiency and deriving the results for the hotel, the
marketing managers should optimize the website as to provide all necessary details and
make it easily accessible to the potential customers. Also, relevant keywords must be
selected for the search engine optimization. Diversify the digital marketing strategy- The digital marketing strategy as applied by the
company must be constantly reviewed and improvised so that the necessary changes can
be undertaken in respect of using multiple channels, increasing the reach and generating
brand awareness (Chaffey and Smith, 2017). Hilton can also take feedbacks from the
customers regarding their online service and convert the data to get better insights into
the customer demands. Form a skilled digital marketing team- The digital marketing team should be highly
qualified and tech savvy in nature so that the digital marketing functions can be easily
undertaken in the company. They must be well aware of the newer opportunities that are
placed in the market and capitalize upon the same (5 Ways to Improve Your Digital
Marketing Strategy, 2021). If the company is unable in formulating a good team then the
digital marketing activities must be outsourced so that it can publicize the brand image
amongst the potential visitors of the hotel.
 Focus on content creation- The major contribution can be made if the content created by
the company is attractive and eye catchy for the target audience (Kannan, 2017). The
videos, images and several links can lead to deeper customer engagement with reference
to the brand and establishing its image in the market.
CONCLUSION
From the report it has been concluded that digital marketing concept has gained enough
popularity in the current scenario along with offline mode of advertisements. Even the hospitality
company like Hilton can make better use of this concept to achieve their objectives with great
ease. Hilton is also using these digital tools to make their promotional activity more effective and
thus measuring its success through various techniques of performance measurement. Along with

digital marketing there is an emerging concept that is Omni channel marketing which can be
used by Hospitality Company like Hilton to improvise their customer experiences and therefore
they would be able to achieve their business objectives in an easier manner.