Hospitality Digital Marketing Plan: Hilton Hotel Case Study, 2019/20

This report provides a comprehensive analysis of Hilton Hotel's digital marketing strategies, encompassing an introduction to the importance of digital marketing in the hospitality industry and its impact on global operations. The report begins with an environmental analysis using the PESLTE framework, examining political, economic, social, technological, legal, and environmental factors influencing Hilton's digital marketing activities. It then delves into the digital tools, channels, and platforms utilized by Hilton and compares its digital presence with competitors. The core of the report focuses on developing a digital marketing plan to support Hilton, including strategies to enhance customer experience and engagement. Finally, the report outlines methods for monitoring, measuring, and evaluating the effectiveness of digital marketing efforts. The analysis includes Google Ads, social media, website optimization, and search engine optimization, providing a detailed view of Hilton's approach to digital marketing and offering actionable insights for improvement.

Hospitality Digital Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Develop of digital marketing activities on hotel Hilton and its requirements to understand
detail environment analysis....................................................................................................3
TASK 2............................................................................................................................................5
Digital tools, channel and platform that are used by organisation and also comparison of its
digital presence.......................................................................................................................5
TASK 3............................................................................................................................................7
Use of digital marketing activities and development of plan to support Hotel Hilton...........7
TASK 4..........................................................................................................................................11
Methods to monitor, measure and evaluate digital marketing effectiveness........................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hotel marketing requires various skills, resources and strategy to obtain top position in
the competitive market. In the present scenario, globalisation impact on each business and
industry specifically hospitality industry as now all functions and operations are operated by
hospitality according to international level. So marketing of products and services is done with
engage of digital platform in operations and functions of hospitality organisation. Digital
marketing is most useful that enhance possibilities to cover market area as well as customer base
through advertising products and services at global level (Adeyinka-Ojo and Abdullah, 2019).
This report is composed from point view of Hotel Hilton which is operating there business in
international market. Along with this organisation is well-known for their hospitality services
that satisfy needs of visitor in an appropriate manner. Moreover, the report highlights on
understanding of challenges and opportunities that relates with digital conditions. Key digital
tools, platforms and channel utilised by hospitality organisation will also be included in the
report. In the last, report also focus on organise of digital marketing activities and formulate
multi-channel capabilities in hospitality organisation.
TASK 1
Develop of digital marketing activities on hotel Hilton and its requirements to understand detail
environment analysis
The term digital marketing assist of promoting products and services to a large market area
that provides support to business for earning huge amount of profits. Digital marketing also
increase the market area for companies and marketers for approaching new customers by
introducing hospitality services into new market area. In order to understand overall market
environment PESLTE analysis is managed. This involves effect of all factors that create
opportunities and challenges for organisation (Gustavo, 2019). The explanation of Hotel Hilton
digital marketing activities is mention as follow:
 Political factor- The term political aspect undertakes different laws, rules, regulations
and international trade law, digitalisation norms and policies of organisation for ensure

confidentiality of information. Each country formulates their own rules and regulations
related to digital aspect for ensuring safety of individuals. In context of Hotel Hilton
political environment of UK is stable so it is easy perform functions with digital tool in a
smooth manner. So it work as an opportunity for organisation to increase their number of
customers by satisfying there needs and wants with help of digital tools easily.
 Economical factor- National and international market conditions for a business is
different and the decision related with monetary policy directly impact on operations of
Hotel Hilton. It includes interest rate, inflation, and GDP of a country in which
organisation operates their business (Dinis, Breda and Barreiro, 2020). Like, if Hotel
Hilton perform their business in developing countries than it is mandatory for
organisation to control operational cost of business in order to increase company profits.
But controlling cost create challenge for organisation because it is complex to deliver
good quality services at minimum cost. In order to overcome the respective challenge
organisation utilise digital technique to promote business because they are available at
low cost and approach large number of individuals easily.
 Social factor- Under the social aspect needs, wants and preference of society individuals
is included. There are various aspects are present in society due to which actions and
activities of an organisation is impacted. From perspective of Hotel Hilton population of
UK is educated and aware about use of digital methods. So it creates a positive point for
organisation to facilitate better experience from there hospitality services. Virtual reality
and cloud computing are most effective tools that are used by management to manage
operations in effective manner.
 Technological factor- According to the name technological factor consists of performing
work with digital technology, automation and innovation that enhance economy and
productivity of organisation. The main use of digital technology tools is to perform
organisational work and task in an organised manner. So the sales and revenue for
organisation is increased (Perinotto and Soares, 2020). Moreover, according to current
digital market conditions of UK technological aspects help to increase market area by
managing collaboration between individuals and organisation. This refers all technology
challenges such as user-friendly application are controlled by management that generates
better results by completing organisational work in proper manner.

 Legal factor- Laws and legislation are one of the most important aspect for organisation
because it helps management to complete their work in an ethical manner. Along with
this it is also important for management of Hotel Hilton because if an organisation
perform their business in ethical manner than goodwill of business is also increased.
Along with this it is also feasible for Hotel Hilton to complete work in proper manner by
managing and completing all task properly that satisfies need and complete work as per
legal laws (Saura, Reyes-Menendez and Palos-Sanchez, 2020). Moreover, legislation also
support digitalisation of business activities that helps to retain in market for longer
period.
 Environmental factor- From the recent years environmental aspect works as an
important aspect for industries and business organisation to complete their work in proper
manner. It refers that from some past year environment safety is an important aspect for
all individuals. As per UK market conditions government and local individuals both are
concern about the changes that take place due to not use of environmental aspects in the
organisation. It generate challenge for Hotel Hilton because now management must
improve its functional and operational plan and design them as per environment safety.
Moreover, digitalisation is not impacting on major area for environment so some threat
of challenge to implement digital marketing is reduced.
TASK 2
Digital tools, channel and platform that are used by organisation and also comparison of its
digital presence
Tools, techniques and methods that are managed with digital tools is widely used by
organisation. Digitalisation is an important tool that takes place for becoming a part for every-
day life. According to digitalisation management is able to promote and complete of work in an
appropriate manner for promoting overall action of organisation (Tsourgiannis and Valsamidis,
2019). Hospitality industry implement use of digital tools to make there offering at world-wide
level. In this section, Digital marketing tools that are used by Hotel Hilton for making better
relations with its individuals are consider in order to make positive relations with company
stakeholders.
Hotel Hilton

All digital tools which is utilised by the Hotel Hilton are helpful for organisation and it is
increasing market base for customers to perform all products offerings as per online segment. In
context of Hotel Hilton management make a stake of 20% of overall earning in digital marketing
to enhance the effectiveness of organisational functions (Ivanov and Webster, 2019). It is
because competition among marketing is increased with rapid speed and due to fragmented
industry structure it is also complex for organisation to manage business in proper manner. With
some of the tools that are mention below Hotel Hilton is increasing their marketing presence.
 Google advertisement- With the use of Google advertisement Hotel Hilton is using digital
marketing tools as an most effective tool for influencing large number of customers.
Almost all individuals are utilising Google daily for searching, ordering or for any other
purpose. So it refer millions of user are active on Google. Therefore, Google
advertisement technique work as a positive point that enhance customer base for
organisation to approach more number of individuals.
 Social media- The another most common method which is used for effective digital
marketing relates with social media. It is developed for generating better interaction in
the individuals so it is easy for persons to connect with each other even if they are far
from each other. Hotel Hilton also active on social media platforms. This results it is easy
for individuals to interact organisational authorities. Example- If any consumer post
enquiry about company services on company page than it is easy for management to give
answer about them. It also increase customer satisfaction level that improves customer
satisfaction level.
Hotel Hilton
Hilton hotel is using digital marketing for completing work in proper manner to make
better results that increase market area with 20%. This results company is able to create better
working conditions that increase market area to complete work in proper manner by creating
good content for customers so it is easy for management to gain better conditions. And Hotel
Hilton not miss opportunity to utilise digital marketing tools for hotel in proper manner
(Kriechbaumer and Christodoulidou, 2014). Some tools that is used to enhance customer base is
mention as below:
 Better traveller- This refers to those persons who travel and visit to interact with
customers in proper manner. It also states to adopt better methods for completion of

work in an efficient manner to work with luxury aspect in order to satisfy needs as per
customer level. With this organisation also complete work to use platform that is obtain
from internet. Moreover, Hotel Hilton and traveller both utilise digital techniques for
sharing information with each other.
 Social media- Most of the individual among all over world is interacting with each
other through use of social media techniques. There are various persons make use of
digital marketing to make aspect that provide better experience to customers for
satisfying needs of individuals in proper manner (Morrison, 2018). The main motive of
social media using it to promote experience among customers in proper manner. It is
used by management for leading promote of business with engage of all customers and
their needs. This makes digital presence of Hotel Hilton among various places to engage
and participate more value to satisfy need in proper manner.
 Official website- with the existing needs and wants of organisation it is identified by
management to complete work as per enhancing of areas. This refers to complete work
as per enhancement of areas that makes results in completing work to enhance market
area. With use of website and application it is easy for management to attract more
number of customers. Hotel Hilton also utilise also use search engine rating for increase
position in search results.
 Search engine- With the increase in number of digital platforms it is identified that
management must identify all those aspects that is increasing market size. Google,
explore, Mozilla and many more are some of the effective search engine that are used
by management at global level. In context of Hotel Hilton management consider that
they make its digital presence design according to global level. So from any place
visitor is examining hospitality service Hotel Hilton services are managed at top level in
order to attract potential international visitor.
TASK 3
Use of digital marketing activities and development of plan to support Hotel Hilton
Hospitality industry organisations are facing intense competition with each other so it is
mandatory for management to complete all work with use of digital technology (Lanz and
Carmichael, 2015). This results management also perform their work by enhancing better results

which provides better area to gain potential position in market. From point view of Hotel Hilton
management is making huge investment for digital marketing that increase profits for
organisation to complete its work with less obstacles. Along with this five and four star hotel are
also raising service standard. Due to which competitors impact on market of organisation due to
which its business cost is increasing. So to deal with the challenges management of Hotel Hilton
develop plans that improves market capabilities to sustain for longer period in organisation.
A. To add luxury value
Recognize the channel
This is the initial step of the arrangement where Hotel Hilton Lodging dissect or
comprehend the channel for coming to its crowd in a powerful way. Hotel Hilton Lodging, they
are a functioning part as far as utilizing advanced promoting stage as they are in all probability
utilize various computerized stages for showcasing their merchandise and enterprises which they
are offering to individuals, for example, extraordinary occasion bundles, café administrations and
other in house administrations. Subsequently, according to the present territory of UK populace,
it has been examined that greater part of the populace are utilizing on the web sources and
distinctive site application for obtaining the data or information identified with company\'s
administration, image, items (Minazzi, 2015)(Kannan, 2017). Likewise, customers make lean
toward simplicity and solaces and as opposed to going to inn and other accommodation specialist
organization they favors making appointments internet utilizing various applications and media
channels, which is another gainful part for Hotel Hilton Inn. Alongside this, clients are
additionally much pulled in towards extravagance benefits particularly in lodgings or resorts
which engaged Hotel Hilton Inn to accomplish its pre characterized objective in a superior way
and in given time span. In this way, if there should be an occurrence of investigating
extravagance business division, Hotel Hilton Inn put forth an attempt to distinguish some
showcasing channel, for example, online life stage, Google Advertisements, Instagram,
Facebook and twitter for advancing and promoting their contributions. Through these advertising
stages Hotel Hilton Inn can easily deal with its deals and different tasks, additionally pull in
bigger populace of the general public. Empowering Hotel Hilton Inn in expanding its image
mindfulness in worldwide commercial center.
Creating objective

Once, channels are distinguished the following phase of building up a target for upgrading by
and large execution of Hotel Hilton Lodging and working in better way. In the event of Hotel
Hilton Inn its targets are as per the following:
 To increment its income by 25% in next one year.
 To upgrade its client base by 20% in next 9 month
 Also, to expand its online nearness through computerized channels, stages and devices.
So as to achieve all these goal Hotel Hilton Lodging is concentrating to keep up its quality and
rendering best items and administrations to its guests or visitors. This is finished by leading
intensive market investigation and considering buyer requests, tastes and inclinations. These
practices permits Hotel Hilton Lodging to serve best encounters to their clients and achieve best
reactions from their focused or targeted consumers (Lu and Stepchenkova, 2015).
To identify target audience
According to the dimension for this business it is identified by management that with
suitable or decided target number of customers. This is easy for management to understand those
areas which helps to increase in market size and to offer services that match with the needs and
wants of customers. Hotel Hilton is focusing on improving overall quality of its services so the
balance between price and service match with each other. Professional individuals are main
individuals who are target by management of Hotel Hilton and the reason to target them is that
employed persons put more amount to visit different places. Further, most of them are active on
social media so it also works as a positive point for organisation.
Formulate of integration
It is the last stage of plan in which marketing department of Hotel Hilton undertakes step
that is used for combining its online as well as offline channels related with marketing. The main
use to formulate and combine all channels of marketing and use them is to gather desired results.
Along with this integration between different marketing channels enables management to
increase their market areas by understanding need of target market. These also motivate
individual to take corrective action for gaining competitive advantage in market. Moreover, this
strategy allow the Hilton Hotel individuals to increase customer base by improving there
customers experience (Kim and Law, 2015).
B) Active holiday seekers

 To identify the channels- one of the basic step or phase that is implement by the Hotel
Hilton individuals for generating initiatives to enhance its market size among different
places of world is to identify right number of channel that is increasing market size for
individuals. With the analysis of existing market situation management identified that it
is mandatory for Hotel Hilton to work with digital channels such as use of E-mails, social
media, search engine etc. So it is easy for management to attract potential customers in
order to improve overall profits ratio.
 To decide objective- According to this method Hotel Hilton determine market area and
its conditions in order to decide the specific objectives. So it is results better decisions are
undertake by management for completing their work as per objectives that leads to
complete work in decided manner (Veiga, 2014). This also results with decided
objectives or goals both profitability and productivity of organisation is increased.
 Determine of target audience- As per this factor, Hilton Hotel determine all of it’s
consumers and design its services which satisfies needs and wants of customers in proper
manner. Moreover, the management is enhancing sales of its travel division for
completing all task in an organised manner. Professional individuals are easily targeted
by Hotel Hilton because they don’t have enough time to decide all services on individual
basis. Therefore, it is easy for Hilton team members to attract individuals with help of
providing package.
 Formulation of integration- With the rapid growth of hospitality industry and number
of international tourists and domestic visitor. There are various opportunity are gained by
management that increase market area but to accomplish them all it is mandatory for
Hotel Hilton team to take first mover advantage. With implement of work areas it is also
identified by management that with implement of suitable strategies as well as techniques
operational efficiency of organisation is also increased. So to integrate better results
organisation also faced methods to attain better results by understanding areas to attain
long term benefits.

TASK 4
Methods to monitor, measure and evaluate digital marketing effectiveness
All organisation are focused to utilise digital marketing tools in effective manner that create
and promote awareness about products within the market. With the analyse of digital market
tools as well as techniques this is determine project must be managed by organisation in an
effective manner. Moreover, if market monitor challenges it is identified that with completion of
work as per successful results. In the case, reason that relates with success and failure of business
its depend on lack of business. This also creates skilled personnel to gain success for determining
marketing plan activities to expand market area. Some effective methods that are helpful to
manage work as per evaluation of work are mention as follow:
 CTR- Click through rate is one of the prominent manner that measure efficiency to
complete task as per suitable marketing channel. Hotel Hilton manage work for
completion of work to manage them better relation by visiting webpage in order to
consider as per suitable action that relates with overlooking of services. It is one of the
prominent methods that is analysed by organisation to analyse and understand various
attributes (Schuckert, Liu and Law, 2015). This results corrective and action are
managed by business for improving behaviour of consumers so suitable actions are
accomplished by management. CTR also assist management to analyse various
benefits to buy behaviour of consumer that provides suitable method for work by
remove hurdles.
 Questionnaire- The term questionnaire is one of the most traditional method that
helps for collecting information from the respondents in order to take suitable
decisions. From the point view of Hotel Hilton with analyse of response that is
collected is used for making right results under which task are managed as per exact
information through reviewing and taking suggestion from population. With consider
of digital techniques it support hospitality organisation to increase its profits properly.
Moreover, population is also required by management for completion of work in
managing decisions that provides prominent objectives and improve management
efficiency by understanding expansion of work.
 ROI- With analyse of above information it is understand by marketplace of
organisation to consider work that provides effective and prominent manner to

improve overall performance of stated marketing plan. As the application of ROI
metrics, as it is used in examine potential of competitors that apply best and effective
method to manage work as per hotel sector. In addition to this it is also identified by
management that organisation is improving their work with low cost. By the
implement of low cost management technique it is identified that management utilise
surplus profits to explore new market area for completion of work properly. In the last,
ROI metric for improve work area that enlarge possibilities to achieve company
objectives.
Therefore, by understanding all methods which is used to make results that provides better
section that explore areas to improve the customer base in suitable manner. By understanding
Hotel Hilton management is motivating and generating response of customers in order to gain
competitive advantage easily.
CONCLUSION
. With the all above information it is concluded that in order to survive within dynamic
environment it is essential for management to complete their work with help of digital
marketing. In addition to this, it helps to enable digital marketing methods that cope up with
analyse of customers and their preference. This results it is easy for management to complete
work as per strategic decisions that helps to make complete work by achieving competitive
advantage. PESTLE analysis is also done for identifying and making better results that develop
possibilities to grow by analysing opportunities and challenges that exists in organisational
environment. In the last, with formulation of an effective digital marketing plan that allow to
understand market challenges and also leads organisation to improve productivity and
profitability that is increasing market area. It also increase profits for organisation and customer
satisfaction value by engaging digital techniques in company operations.