Comparative Analysis of Digital Marketing Strategies in Hotel Industry

This report provides a detailed analysis of digital marketing strategies employed in the tourism and hospitality industries, with a specific focus on Mogford Ltd and Andrew Brownswood Hotel. It begins with a literature review highlighting the importance of digital marketing in these sectors, emphasizing the role of social media, email marketing, and web content in attracting and retaining customers. A comparative analysis of the marketing functions of both hotels reveals their reliance on digital presence, social media engagement, and email campaigns to drive revenue and enhance brand awareness. The report further explores various digital marketing strategies, including social media marketing, content marketing, email marketing, and video marketing, assessing their effectiveness in reaching potential customers and promoting hotel services. Ultimately, the report offers recommendations for improving the marketing strategies of Mogford Ltd and Andrew Brownswood Hotel to enhance their brand value and business performance, especially in the digital sphere. Desklib provides access to this and similar solved assignments along with AI-powered study tools.

Devising a Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Relevant literature pertaining to digital marketing in the tourism and hospitality industries......4
Comparative analysis of overall marketing functions of organizations.......................................5
Digital marketing strategies and practices...................................................................................6
Recommendations for improving the marketing strategy............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing, is known as online marketing, it refers to the activities that are
associated with the promotion of the brand to create a brand image of the company in front of the
customers of the company (Olson, and et.al ., 2021). It is identified as the digital communication
among the customers through various digital platforms including social media, web based
advertising etc. the aim of the report is to provide brief details about the digital marketing
strategy that a firm uses to increase the brand value and the recommendations for improving the
performance. Digital marketing helps in attracting the potential customer across the world. With
the digital marketing, the user can use the information for accessing the facilities they are
providing on the social media (Parvez, and et.al., 2018). Digital marketing is the best for
reaching the targeted customers. Through the digital marketing the customers now book their
tickets and access to all the information available on the social media. Development of the
technology has made it easier for many countries for enabling their marketing activities more
effectively and efficiently.
The current report will be based on the Mogford Ltd and Andrew Brownswords hotel.
Mogford Ltd is situated in the United Kingdom, and it is providing hotel services. There are 150
employees in the hotel and there are many branches in the UK. Andrew Brownswords hotel is a
group that owned many luxury hotels of the UK. It is a place with the ambience that attracts the
customer like uniqueness in the design of the hotel. It is situated in the centre of the city for
attracting the tourist.
The report provide for the literature review on the digital marketing in the tourism and
hospitality industry. It will further provide for the comparison between Mogford Ltd and Andrew
brown sword hotel. The marketing strategies used by them for increasing the brand awareness of
the hotel. Additionally, it will provides for the recommendation that these industries use for
increasing the brand value and improving the performance of the business.

MAIN BODY
Relevant literature pertaining to digital marketing in the tourism and hospitality industries
Digital marketing in the tourism and hospitality industries is the major source through
which the digital marketing is being undertaken and this helps in knowing that how the
hospitality industries are taking concern of ensuring that digital marketing activities are being
taken into consideration. Digital marketing is very helpful in the tourism and hospitality industry.
Digital marketing in tourism creates value of travelling being made easy at large scale. This
helps in ensuring that how effectively the travellers are enabling the functions and processes of
usage of digital marketing. The digital marketing helps in increasing the awareness about the
hotels and tourism industry.
As per Hristoforova, Silcheva and et.al., (2019), With the help of digital marketing, the
tourism and hospitality industry help in addressing the aspects of growth and development as
upgradation in the technology helps in knowing the various functions at large scale. Digital
marketing helps in knowing the customers and their needs and requirements which have been
addressed and identified.
According to Alghizzawi, (2019), Hotels undergo outstanding changes which helps in
addressing the aspects of growth and development in the tourism and hospitality industries. The
digital marketing technologies are growing so fast that the people are finding it easier to plan
their holidays effectively and appropriately.
According to Parvez, Moyeenudin and et.al., (2018), the strength of online networks
helps in addressing the aspects as to how effectively the tourism and hospitality industries are
taking concern of the growth and development which helps the business within the industry.
Main sources like email and web content enables in tracking the web content at large scale.
As per Gupta, (2019), The digital marketing tools which are Hubspot, MailChimp, Slack
are the major tools which helps in understanding the customer activities and searches for the
hotels and keeps in view the points which are important such as promoting the business of the
hotel industry at large scale in an appropriate manner.
As denoted by De Pelsmacker, Van Tilburg and Holthof, (2018), The tourism and
hospitality industries help in analysing and describing the aspects of growth and development
which is seen within the business at large scale. The promotion and advertising through digital
marketing helps in knowing that the Hotel businesses are on the verge of growth and

development in an appropriate manner. Therefore, the digital marketing helps in knowing that
how the tourism and hospitality industries are serving best to their customers.
With the increase in the development and innovation in the technology, digital marketing
in the hotel industry has become most common in the today's era. It has helped in grabbing
information about the hotel, with the help of the information technology guest can access to the
desired information more easily.
The use of the mobile phones and apps has made it more reliable and convinent with the
website to book and reservation for staying in the hotel is the major aspect and has major rise in
the recent time.
The digital marketing has promoted the web search engine as it helps in searching the
information about the hotel easily. As hotels registered with the search engine will grow and
expand more as it will help in solving the guest problem quickly and there difficulty in
identifying the location of the hotel.
Comparative analysis of overall marketing functions of organizations
It is very important that the overall marketing functions and process are described in an
appropriate manner and this helps in addressing that how digital marketing tools are helpful in
addressing the aspects of tourism business growth at large scale. The critical analysis of overall
marketing functions of Mogford Hotels Ltd and Andrew Brownswood Hotel are described as –
1. The marketing function within the Mogford Hotels Ltd helps inn addressing that the
customers are provided with an enjoyable experience which creates value of their stay in
the Hotel and fulfils the needs and requirements of the customers’ at large scale.
2. The Hotels which are Mogford Hotels Ltd and Andrew Brownswood Hotel holds the
digital presence which helps in addressing the aspects of promoting the business at large
scale (Mercade Mele, Molina Gomez and Garay, 2019).
3. The social media and E – mail marketing are the major key sources which helps in
promoting the business of Mogford Hotels Ltd and Andrew Brownswood Hotel. This is
being undertaken for the purpose of growth and development within the tourism and
hospitality industry.
4. Mogford Hotels Ltd and Andrew Brownswood Hotel main marketing function is
developing strategies and business plan to increase the revenue.

5. The marketing team is responsible for making profits from business such as room
occupancy, leisure facilities, promotion and advertising of the restaurants of Mogford
Hotels Ltd and Andrew Brownswood Hotel.
6. Mogford Hotels Ltd and Andrew Brownswood Hotel marketing is done which helps in
ensuring the aspects as to how effectively and in appropriate manner the facilities of the
Hotels are being provided to the customers (Dabrowski, Brzozowska-Woś and et.al.,
2019).
These are the main functions which helps in knowing that marketing department helps in
addressing the aspects as to how the promotion and marketing is being done so that the facilities
and needs of the customers are satisfied at large scale. Both the hotels which are Mogford Hotels
Ltd and Andrew Brownswood Hotel follow the current marketing strategies which enables the
scale of creating value of the products and facilities so that the company is able to take concern
of the details which are included in analysing the usage of email, social media, Facebook,
Instagram, Twitter and website.
Digital marketing strategies and practices
' There are many digital marketing strategies that includes social media, email, content
marketing, search engine optimization, influencer marketing (Toistyakov Roman, and et.al.,
2018).
1. Social media marketing platforms: There are many platforms that are used by the
company for reaching potential customers (Herhausen, and et.al., 2020). The platforms
that is includes are Facebook, snap chat, Instagram, LinkedIn. The social media is the
platform where the person spent their most of the time. So, it is most essential way of
advertising the services and products of the company (De La Cruz, 2021). These are used
to distribute paid ads and increasing the sponsors. For increasing the customers the
Mogford uses its Facebook and other apps for posting the activities. The negative and

positive comments on the post has influence on the customers. It is a great way of
promoting the products and services. Interacting with the customer with the help of the
social media has positive impact on the brand image of the hotels. For promoting tourism
and hospitality industry, for showing the advantages of the tourism to the clients.
Mogford Ltd uses its social media accounts for promoting the activities and it is also
providing maps for tracking the location of the hotel. It has helped the clients of the
hotels to reach their destination more conveniently. It has a strategy of updating its clients
of every detail or changes for the brand awareness of the Mogford. As compare to the
Mogford, the Andrew Brownswood is using online app for showcasing the activities and
services of the hotels. It is using Instagram and their influencers for promoting the hotel.
It encourages the other customers for visiting the hotel and that helps in increasing the
brand image of the hotel.
2. Content marketing: content marketing refers to the proactive answering of the questions
of the users of the digital platform (Behera, and et.al., 2020). It defines as creating the
awareness for the brand by using content for reaching, engaging and connecting with the
consumers (Samantaray, and Pradhan, 2020). This involves videos, blog post as it has
great impact on the sells and turnover of the business. It helps in increasing the
effectiveness of the business as with the help of the content marketing information is
provided to the targeted customers about the Magford ltd. and for increasing the traffic
and to generate conversation among the clients. This has provided the customers a choice
whether to read the message or ignore the message provided through the content. The
Mogford is providing content that is useful for the subscribers. As compare to Magford,
the Andrew brownwords hotel is providing the content that is promotional in the nature.
It helps in generating effectiveness of the hotels as many clients sees informational
content valuable for their knowledge and for selecting the hotel. The content marketing of
the Andrew Brownwood is more influencing and informative as compare to the Magford
ltd.
3. Email marketing: It is a practice of retaining the customers and attracting the new
customers (Hanlon, 2021.). It is the most useful techniques for building the brand value
and encouraging the customers to purchase the products again and again (Saura, and
et.al., 2021). It helps in increasing the brand loyalty of the customers. The email

marketing helps the customers to remember the brand without purchasing its products
and services. The active brand awareness of the hospitality industries helps in
encouraging the customers to access to the hotel. The morgford uses email marketing for
providing the details, benefits and informing the customers about the discounts available
to the clients. It helps in earning and increasing the brand awareness of the morgford. As
compare to Magford, Andrew hotel is using this practice by introducing a campaign and
motivating the clients to visit a webpage where it has provided various offers to its
clients. Andrew hotel provides various option to its customers for availing the
opportunities. That makes it more attractive than morgford Ltd.
4. Video marketing: it is the newest marketing strategy for promoting the tourism and
hospitality industry across the world (Bala, and Verma, 2018). It helps in effectively
operating its functions in the competitive market. With video marketing increases the
revenue by reaching and expanding its operations (Kim, and Moon, 2021). Under this
method the company focuses on creating the informational and promotional videos for
the target audience. A marketing by the way of video includes instructional, behind the
scenes, announcement and events. These activities motivates the hotels in attracting and
improving the effectiveness of the work performance of the hotel. It helps in achieving
the goals and objectives of the business more effectively and efficiently. Video marketing
focuses on spreading awareness of the brand and improving the quality of the services
provided to the customers. As something that can be seen and has influence on the clients
to avail the facilities of the hotel. Mogford for promoting its brand of the hotel announces
events in the hotel by using video marketing. In this method, it try to cover large number
of the individuals from the country. So, that it can attract more customers towards its
hotel. The Andrew hotel does not uses this marketing strategy. As compare to Andrew
Brownword hotel the Mogford is making more revenue as it is using video marketing on
daily basis. From announcing to holding an event all the invitation are provided through
the video marketing. It helps in reducing the cost of expenses in inviting the clients to
hotel. It further saves the time of the company by providing the video on the Youtube by
making it available to the individual at large scale.

Recommendations for improving the marketing strategy
It is recommended that Mogford Ltd. should use online campaigns for promotion of its
business. As it is using Facebook and Instagram for promoting the business of the hotel. Now, it
should use other social media platforms as well. It is important for every hotel of the hotel and
tourism industry to manage their reputation in the market. It is always essential to offer
favourable aspects to the clients. For this the Mogford require to review its listing on the various
other apps as well. As the bad and negative reviews from the customers has great impact on the
reputation of the company. So, the company needs to address the grievance and their clarification
more quickly.
It is recommended that Mogford is using various marketing techniques but still it is not
using “Google My Business” it will help in identifying the presence of the business and will help
in providing the information to its client. It should make analysis of the customers needs and
requirements of the customers for meeting requirements on the time and increasing the revenue
of the hotel. For surviving in the market the hotel needs to have high quality online services and
mobile sites to address the clients for solving their problems and providing the security to the
website of the company.
It is recommended that for the Andrew Brownwood hotel, for creating the brand value of
the company and for the higher performance of the company. The hotel should maximize and
maintain the social media presence on the various platform of the digital marketing. For being
noticeable by the customers across the world, it is important to sustain the social media presence
of the hotel. For this the hotel require to keep its posting upto date. It should post more on the
social media for attracting the clients. It can also increase its social media use by posting memes
on the page of the hotel, as it is trending and it will encourage the subscribers of the page to
share it to many users. It should also maintain the online reputation of the company, so that
brand value of the company remains the same and helps in the performance of the hotel. By
introducing the online feedback mechanism and review system it helps in improving its
performance.
It should make its mobile website so, that it becomes more convenient for the customers
to search it on mobile and can easily make booking for the future by staying at home. It is not
using video marketing strategies it should use the video marketing strategies so, that it can
increase its subscribers. Sharing of the videos and organizing different events in the hotel will

boost the brand value of the company. Moreover, this report provides about the recommendation
that should be adopted by the hotel to improve the working environment and working effectively
and efficiently for increasing the revenue.
CONCLUSION
The report concluded role of the digital marketing in building the brand image of the
company and the increasing the customers from all over the world. Digital marketing has the
positive impact on the growth of the hospitality and tourism industry. As the number of the
internet users are increasing so, the promotion through social media and digital platform is the
easiest and low maintenance promotion and advertising tool. It helps in the fast spread of the
information as every information is available online. Hospitality business is benefited by it as it
has helped in booking tickets and helps in attracting the potential customers of the hotels. Social
media has enabled the travellers to compare the facilities and environment provided by the

different hotels of the industries. Social media has helped in building the website of the
companies so, it will become easier for the customers of the organization to purchase and to form
a link between the customers and marketer. Marketing has solved every problem related to the
time management for the businesses. Digital marketing strategies are social media, email
marketing, mobile marketing etc. the most common strategy used by the hospitality industry is
the social media. It helps in increasing the loyalty of the customers. As the key for the success of
the organizational goals depends upon the marketing strategies used by it. The report further
provides for the comparison of the marketing strategies of the Mogford and Andrew
Brownwoods hotel in promoting and increasing the brand awareness. Both of the hotels uses
various digital marketing that includes social media, video marketing, email marketing and
content marketing. The email marketing is the most useful and low maintenance marketing
strategy. By comparison, it is held that Mogford is using most of the marketing strategies for
increasing the brand value of the hotel. Digital marketing plays an vital role in the growth and
expansion of the hotel and tourism industry. As it helps in maintaining and improving the
reputation of the hotels by using social media effectively and appropriately.

REFERENCES
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