Unit 24: Hospitality Digital Marketing Plan for Marriott Hotels Report

This report delves into the dynamic realm of digital marketing within the hospitality industry, offering a comprehensive analysis of its evolution and impact. It begins by contrasting online and offline marketing approaches, highlighting the shift towards digital strategies. The report then explores key trends such as video marketing, chatbots, and experiential marketing, illustrating their influence on the sector's growth. It identifies essential digital tools employed by hospitality companies, including social media marketing, email marketing, SEO, and PPC, with specific examples from Marriott hotel. Furthermore, the report examines the development of e-commerce and its relationship with digital marketing, comparing it to physical business models. A detailed digital marketing plan for Marriott hotel is presented, outlining objectives, segmentation, targeting, positioning, marketing mix, and budget considerations. The report also explains the application of omni-channel marketing and evaluates measurement techniques and metrics for digital marketing plans, concluding with recommendations to improve performance. This report is designed to provide a holistic view of digital marketing strategies in the hospitality industry, with a focus on practical applications and real-world examples.

Digital marketing in lock down
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Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Overview of digital marketing and comparison between online and offline marketing........3
P2 Key hospitality trends and insight in growth of digital marketing.........................................4
P3 Digital tools used by hospitality company.............................................................................5
P4 examine development of e commerce and digital marketing with comparison of physical
business........................................................................................................................................6
P5 Digital marketing plan for Marriott hotel...............................................................................6
P6 How omni marketing channel is used to meet Marriott hotel objectives...............................7
P7 Determine and evaluate measurement technique and metrics for digital marketing plan......8
P8 Action to improve performance of digital marketing in Marriott hotel.................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
The digital marketing era is rapidly growing to a great extent. It has transformed way of
marketing of products and services for business. Now, technology and Internet has become a tool
for business growth and development. It has provided a platform to attract large number of
people. Through it, product awareness is generated quickly via use of social media, e mail,
internet etc there are various types of digital tool which are being used in it.
The report will lay emphasis on comparison between online and offline marketing. Also, it
will describe about trends and insight in growth of it and digital tools used by hospitality
companies. Moreover, it will be explained on development of e commerce along with it. Besides
that, it digital marketing plan of Marriott hotel is mentioned. In addition, description of omni
channel marketing and metrics to measure performance is discussed.
P1 Overview of digital marketing and comparison between online and offline marketing
Digital marketing refers to use of Internet and other social media resources to advertise
product and services. With technological advancement there has been change in things of doing
business. Now, in every business function technology is used which has enabled in ease in doing
of operations. Similarly, digital marketing has emerged as a concept that has revolutionised way
of marketing. The companies are using Internet to reach target customers and promote their
products and services. For that various tools and techniques are used. Moreover, area of digital
marketing is wide. It includes many things such as SEO, SEM, pay per click etc there is high use
of mobile, computer and other tools to promote product. Along with it, digital marketing plays
vital role in creating awareness. It leads to rise in leads and traffic on website. Thus, sales and
profits increases.
It is identified that there is difference between online and offline marketing. This is
analysed as below
Online Offline
In this marketing is done via various sources
such as internet, e mail, social media etc
Here, marketing is done through
sources such as newspaper, magazine,
template etc
With it large number of people can be
attracted and promotion is done in effective
In this only limited number of people
are attracted.
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way
It allows company to generate awareness
quickly
The new product awareness generated
is time consuming.
It is a cost effective method of marketing Here, it requires huge funds to market.
There is a two way communication in this It is only one way communication.
The outcome can be measured with help of
various metrics such as landing page, site
page analysis and other
The outcome can not be measured as
there in no data and info available.
P2 Key hospitality trends and insight in growth of digital marketing
Hospitality sector is rapidly growing in present times. There are various types of services
which is being offered to people. Alongside, in this sector there are many sub sector as well that
operates. Thus, with rise in trends industry growth is expanding. New ways are identified of
marketing of services.
It has been analysed that there are several key trends and insight which has emerged in
digital marketing. This has led to change in way and technique of marketing. With it there is rise
in growth of digital marketing. Therefore, the insight are as follows
Video and content marketing- this is a major trend which is emerging in hospitality sector. In this
marketing is done via creating videos of hotel rooms, design, experience of customers etc. The
video is uploaded in You tube which provide a new way of advertising. Through it, visual
content is shown. Likewise, in content marketing info of services in written and presented in
attractive way. Also, images are inserted into it. This enables in creating awareness about new
services to people. Both these trends has led to growth of digital marketing.
Chatbots- it is also a trend in which artificial intelligence is used. They help in giving a new
experience to customers on by chatting with them and providing info about new products and
services. So, on various social sites the chatbot are displayed which interact with customers.
Thus it has resulted in growth of digital marketing. Various companies in hospitality sector are
using chatbot to attract customers.
Experiential marketing- this is a type of marketing in which entire process of booking and
delivery of service to customer is shown. In this there are many types of medium which is used
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such as virtual reality. Here, hotel allows customer to install VR in device of customer. Then it
enables in marketing of service through it.
P3 Digital tools used by hospitality company
Digital marketing is completely different from traditional one. It is because in this modern
tools are used through which marketing is done. However, there are different types of digital
tools which is used in hospitality sector. But it depends on company requirement that what type
of tool is suitable. Moreover, in Marriott as well there are several tools used. It allows them to
market and promote it in efficient way. With that, hotel is able to create awareness about new
services to their customers. Thus, the digital tools used are defined as below
Social media marketing- it is a common tool which is used by Marriott hotel to attract people.
Here, they promote and advertise it via social sites such as Facebook, Twitter, Instagram etc they
have created official page on these platforms and provide service info on it. With it , they are
able to create awareness within people.
E mail marketing- this is also a digital tool used by Marriott where they do e mail to people. In
this info related to new services and images are included. This enables in attracting people in
effective way.
SEO- Marriott uses SEO so that website search is shown based on several keywords. For that
Marriott is using keywords such as five star, luxury, leisure etc with this they are able to provide
results on search engine. So, with it hotel is able to promote website.
PPC – pay per click is form of digital tool in which hotel pay a specific fee for each click which
is being made on website. Usually, PPC ads are shown in social media accounts of user. It
enables in rise in click on website. The purpose is to generate traffic on website.
Omni channel marketing- this is a type of marketing in which customer integrated approach is
followed. the marketing is done on basis of user experience form brick and mortar model. In this
customer can shop online through mobile phones, desktop etc. It provides a seamless experience
to them. it will ensure consistency of guest experience in hospitality sector.
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Affiliate marketing- it is similar to pay per click but here the hotel pays for conversion of
customers. Usually the fee paid is high as compared to above but it is effective of marketing and
advertising services. This allows in converting more people.
P4 examine development of e commerce and digital marketing with comparison of physical
business
With modern era e commerce industry is highly growing. It has led to growth in digital
marketing as well. They both are interrelated to one another. The marketing of products and
services on internet has led to rise in growth of e commerce. E commerce refer to online buying
and selling of goods and similar digital marketing is also online way of advertising. Thus, there
is high growth of e commerce along with digital marketing. It is because people are getting
aware about new product more quickly with help of social media. Alongside, digital marketing
has led to ease in access of info about new products. digital marketing has emerged as a concept
that ha revolutionised way of marketing. The e commerce are using Internet to reach target
customers and promote their products and services. For that various tools and techniques are
used.. It includes many things such as SEO, SEM, pay per click etc there is high use of mobile,
computer and other tools to promote product. Along with it, digital marketing play vital role in
creating awareness.
But in comparison with physical business digital platforms developed are not as effective. There
is change in things of ecommerce advertising includes the methods through which you actually
promote your product. In terms of online or ecommerce marketing and selling, these ads may
come in the form of display ads, banner ads, or rich media ads
P5 Digital marketing plan for Marriott hotel
For every organization it is necessary to develop a plan for digital marketing so that it
gives insight on what activities are to be undertaken and what are goals and objectives of plan.
Besides, it gives a direction to hotel of doing digital marketing. The plan for Marriott is
mentioned as
Aims and objectives
To increase traffic on website by 13% in next 3 months
To improve the conversion rate to 9% in 3 months
STP
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Segmentation- in this segmenting will be done to find out target audience. For this there are
various types of factors available on basis of which it is done. Thus, Marriott hotel will segment
it on basis of income level of people.
Targeting- it refers to targeting of people on basis of segment which is made. For that, many
factors are used in it. So, Marriott hotel will target high class income level people.
Positioning- this means to position service in such a way that it is easily available to people.
Thus, hotel will position service on website. By this customer can find out info about it.
Marketing mix
Product- here, product will be new services which will be offered by Marriott hotel to high class
income. The service will be luxury and of high quality.
Price- it refers to price at which service is offered. So, in Marriott hotel the price at which it will
be offered is premium. They will follow this strategy.
Promotion- the hotel will promote it via social media, e mail marketing, and other sources. It will
enable in attracting more people and promoting in those services to people.
Place- it refers to location where services will be available. Thus, in Marriott services will be
available in Resort, hotel .
Budget- this is required to execute plan. So, overall budget will be $1500.
Evaluation- in order to measure outcomes of digital marketing plan there will be certain metrics
which will be used. For instance, Google analytics, AdWords will be used in comparing and
evaluating results with goals.
P6 How omni marketing channel is used to meet Marriott hotel objectives
Omni marketing channels have been the promotional activity in order to have the offering
the best level of customers services. This have the sale approach in order to have the increasing
sale as customer purchases in order to have the using of online and interest services. This have
the approach have the providence in different level of shopping facilities to the customer.
Hence, the hotel Marriott will be using the omnichannel marketing strategy in the business to
have the service to the customers which will be turning out to create healthy level of brand image
of firm (De Pelsmacker, Van Tilburg and Holthof, 2018). This will help in the building the best
level of customer relationship to have the issues in the customer with differ methods and service
will be considered as same.
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Furthermore, this will be helpful in managing there multichannel to gains the main advantages
in order to have building the customer experience. This will be helps in providing the –
 Omnichannel have the providing the higher level of revenue growth as the customer
tends to the online channels as compared to the single channel. So, there is major level of
preference to have the better understanding of the service s before they experience the
services.
 There will be personalising there offering the customer to have the sharing of personal
data as to have the enhancing the point using the different channels in order to have the
increasing the customer loyalty.
 The digital marketing procedure have the help in the budding the success to be identify
the, loyal level of customers which have the standing in level of procedure.
P7 Determine and evaluate measurement technique and metrics for digital marketing plan
Measuring the level of success in the considered to be the important aspects which is the
effective level of decision making as the major level of reasonability for the success in the
branding of business. There is need to have the roper level of valuation at the impalements of the
very stages in terms of respective devices and channels (Chaudhary, 2019). The company is the
have the realizing the level of campaign is need to be have the beater level of understanding
regarding the positive and negative impacts in the business.
The digital campaign as digital marketing has led to ease in excess of info about new
products. digital marketing has emerged as a concept that have revolutionised way of marketing.
The process of evaluation is having inclusion of the importance stages as the present, past and
future which have the acceptance in level of performance in the ever-present accompted to past.
So, the tools have the inclusion of the –
Google analytics
This is the signals which is marketers have the processing of data collections,
corrugation along with respective data processing and reporting aspects. This have been
considered as the specialized way to in order to have the analyzing the performance of the hotel
Marriott digital marketing website page. the data reviewing feature in order to make analyzing
the performance by different marketing channels by the consisting of the JavaScript’s and
processing the firm report.
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Google AdWords
This have the considered to be the unique level of tools of the google have the order to
have the proper level of designing along with marinating the level of PPC which have the
ambling in order to have the monitoring the statistics as the brand which can be the helpful in
tracking the success in terms of the calculating the return in level of investment.
Google search console
This have the standardized level of tools which are in the ongoing the websites which have the
analyzing the different contends in order to have eth proper level of identifications of error (Key,
2017). On the other, in additions in helpful in the indexing the status along with optimizing the
level of ability by the website reviewing with the details level of reporting the dashboard of the
owner of websites.
Hootsuite
This have been tools which have the clear and composite level of overviewing the
performance of the company with the sue of social media along with proper measuring the team
performance in perfect manner. This is helps in the sharing the customized level of revenue in
term of each platform by performing the mentioning the depth analysis.
P8 Action to improve performance of digital marketing in Marriott hotel
The digital marketing analytics have the several level of parameter which have the major
level of revealing to be the result the marketer researcher and efforts. This have been considered
to be the part and level of evidence which is needed to be definitized in the between the desire to
have goals and real level of achievement of the marking strategy in the perfect manner.
The marketing manager have the need to make the customers in the locating the better level
of sales in the process to have the success rate in the terms of camping (Lam, 2017). There is the
evaluation process which have the inclusion of the important stags which is such as past, present
and future in which the firm have accepted level of performance to be better in present as
compared to past.
Bounce rates have the more level of trafficking to have the respective websites by engaging
the site. There is more level of being engaging in the marketing strategy which so being backed
for appealing the landing page.
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On the other hand, the exit rate which is considered to be audiences after the visiting the
pages have the inclusion to get the interests on the page and click on it. This is the exist have the
usually the taking of the visitors to another level of websites in which the link is been provided.
In addition to the revenue metric is considered, this is one of most effective measures as the
successive rates as the certain level of factors which can be such as are such as Return on
Investment (ROI) and Cost to Acquire a Customer (CAC), a campaign’s effectiveness can be
judged (Chaffey, 2019). After all, our main motive is to get better engagement, higher
conversion and bigger revenues.
This will be having the digital marketing assessment procedure to have building the
success in the respective positions in order to be loyal customer which helps the manager in
order to have the carrying guy the successful level of marketing campaign in the perfect manner.
CONCLUSION
Hereby, it is summarized that digital marketing is use of Internet, social media and other
platforms to advertise and market product and service. There is difference is online and offline
marketing. In online there is two way communication and offline is one way. There are many
trends of growth of digital marketing like chatbot, Moreover, Marriott uses different digital tools
such as PPC, SEO, e mail etc to promote and advertise services. However, there are many
metrics which is used to measure performance like AdWords, Google analytics, the hotel needs
to take action for improving performance of digital marketing like by reducing exit rate,
improving bounce rate
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REFERENCES
Books and journals
Behera, R.K., Gunasekaran, A.. and Bala, P.K., 2020. Personalized digital marketing
recommender engine. Journal of Retailing and Consumer Services, 53, p.101799.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Chaudhary, D., 2019. Digital Marketing Tactics & Strategies for Hotel Industry-To Convert
Third Party Business to Direct Channel (Doctoral dissertation).
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72.
pp.47-55.
Eckman, J.M., Eckman, D.A.. and Greenfield, J.D., Blue Green Brands LLC, 2019. System and
method for customer journey analytics in e-commerce and digital marketing. U.S. Patent
Application 16/280,692.
Heinze, A., Fletcher, G. and Cruz, A. eds., 2020. Digital and social media marketing: a results-
driven approach. Routledge.
Kasilingam, R. and Thanuja, V., 2020. RECENT TRENDS IN DIGITAL
MARKETING. Studies in Indian Place Names, 40(3), pp.4215-4224.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2). pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lam, C., 2017. Analyzing e-marketing strategies in luxury hotel chains.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management, 7(1), pp.33-37.
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