Best Western Hotel: Digital Marketing Strategies - E-Business Report

This report provides a comprehensive analysis of digital marketing strategies within the hotel industry, focusing on the Best Western hotel chain. It begins with an executive summary and an introduction to digital marketing, emphasizing its importance in today's competitive market. The report then delves into an industry overview, highlighting the hotel industry's significance and its use of digitalization. A key component is the internal digital marketing analysis of Best Western, examining its website, social media presence, SEO, video marketing, blogs, and e-books. The report also outlines the organization's goals, using the SMART framework, and performs a SWOT analysis. A business plan and marketing calendar are included, along with key performance indicators (KPIs) to measure success. Furthermore, the report draws parallels with Nike's successful digital marketing strategies. The report concludes with a summary of findings and references.

E-Business
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Contents
Contents...........................................................................................................................................2
EXECUTIVE SUMMERY..............................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Industry overview: Hotel industry included in hospitality sector, its provides,..........................3
Organization goal:.......................................................................................................................4
Internal Digital Marketing analysis:............................................................................................5
External working area..................................................................................................................7
About...........................................................................................................................................7
SWOT analysis............................................................................................................................8
Business plan...............................................................................................................................9
Marketing calendar....................................................................................................................10
KPI.............................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13
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EXECUTIVE SUMMERY
In today’s competitive world to maintain the position in market it is necessary for business
entities to used e business principle. Digital marketing is one of the essential parts of e business,
in this report uses of digital marketing for hotel industry, its resource, tools technique help in
increases sales, ways of connection with people and technique of Key Performance Indicator has
been defined in order to measure and improve performance and earnings of hotel industry by
using digital marketing resource.
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INTRODUCTION
Digital marketing is a part of marketing strategy in which managers use the digital
technology and internet device to connect with customer for promote their goods and service to
increase their sales. In order to understand the concept of digital marketing The Best Western
hotel has been chosen, its headquarter is situated in Phoenix although it has branches n London,
and world wide area. Best Western hotel popular for providing world class luxury and lavish
accommodation facilities to their guest. In this report, goal of the organization for achieving
goals internal and external analysis of organizations digital resource has been identified. SWOT
analysis of the company and uses of digital marketing resource for achieving goal has been
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defined clearly. It also includes tools of performance measurement for enhance the organization
performance by digital resource.
TASK 1
Industry overview: Hotel industry included in hospitality sector, its provides,
Hotel industry included in hospitality sector it provides lavish living facilities to their customers
with various different facilities, entertainment, wildlife, travel, tourism, cultural activities, food
facilities. Hospitality sector includes sectors lodging, food and beverage, travel and tourism ,
entertainment timeshare and hotel industry is a perfect combination of all these services thus it is
famous and earn more income then compare to ether hospitality sector. Hotel industry in UK has
performed very well as UK IS ONE OF THE MOST ATTRCTVE tourist country thus the
industry generate more profits an provides large contribution in GDP of UK. From the last
5years due to weak pound value the country attract international tourist, in 2019 the revenue of
from hotel industry increases from 2.3 % to 21.1 billion . UK hotel industry includes, full serve,
5 stars, selective services hotels, limited services and boutique and themed service hotels all are
differ from each other on the basis of their luxury serves provided by them to their customers.
Now with the changes of time the industry use digitalization technique to expend their market ,
they provides digital service for entertain their customers, light show, promotion, marketing,
book tickets facilities of digitalization to their customer for achieve their goal. Best Western is
part of supply chain of hotels of UK. It provides revenue, sales and marketing facilities to its
workforce. Best Western is most popular brand in hotel industry of UK. It is famous for its
luxuries lifestyle, wide verity of hotels of castle. It provides their customers to live royal life
style. Best western hotel provides prime accommodations and also offers them travelling
facilities .The organization use effective business model since its establishment, they charge their
hotel members annual and cost of bedrooms, they focus on improving of their quality of service
to maintain their position in market. Best Western hotel apply effective business modal which is
fully related with consumers satisfaction, they provides them fully digitalization facilities in
order to attracts and remind their customers.
Organization goal:
In order to achieve the vision of Best Western, manager of this company use digitalization
strategy, which use digital resource for attend current and long term goal of business
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organization. The manager decides SMART goal strategy to decide their goal. This strategy used
for goal setting purpose. SMART refers as specific, measurable, achievable, realistic, and timely.
If organizations able to fulfil all theses criteria then chances of achieving goal will be increase.
TO attain sustainable competitive advantage following goal has been defined
Specific: For the hotel objective of upcoming years would be increase of profitability ratio from
25% to 40 %,, organization needs to use cashless transactions by using digital platform for
booking and transaction of money.
Measurable: The ratio of profit will be measurable in numerical terms.
Achievable: Cashless transactions process will be increase by providing facilities from
organization site t their customers(Wang Xiang, Law and Ki, , 2016).
 Realistic: The process and system of digitalization must be able to develop in real life.
 Timely: Target must be competitor within the 3 years.
 Best Western will be able to increase hotel services.
 Entertainment facilities will be improved by using social media.
 Connection with customers on social media.
 Increases followers of the organization on every social medial platform.
 Formulation of arrtactive promotional policies to attract customers.
Internal Digital Marketing analysis:
Digital marketing analysis is the initial point of an organization for their online presence. Internal
digital market analysis is done by manager for development of strong digital marketing strategy
as in today’s competitive word company who use their digital resource n effective way achieve
the lead in the competition. Special in the sector of hotel desert, customers search the offers and
facilities at the home page of the hotels and choose those hotels for their stay which provides
them effective facilities with minimum price rate. Thus it is important for Best Western hotel to
make their internal digital marketing strategy.
Digital marketing resource is useful for promotion of the company, build preference help in
increment sales and revenue of the company through digital marketing techniques. These are the
tools used by manager for establish strong position of organization at digital market platform.
Following are the resource uses by Best Western for promote their offers’
Web site: It is most useful resource for the company as they have their own website pages which
provide every small knowledge and information regarding the company. IT is easy for customers
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as they are able to identify offers and service pries of rooms provides by Best Western company.
Customers can easily search on http://www.bestwetern.co.uk to find details related to company.
Social Media: Best Western use Facebook, Instragram, Tweeter all the social media platform for
promoting their hotels fasciitis in order to attract people, they post their hotels pictures, videos,
their offers so people attract toward the hotel.
SEO It is vital tool of digital marketing used by Best Western hotel, search engine optimization
it used for improve the qualities of the web engine of the organization and able to control the
traffic.
Video marketing; It is a part of communication plan of the Best Western, in order to enhance
audience engagement with the help of social video. It will help in determining the culture theory,
physiology sharing and identifying the perception of customers regarding the company.
Blogs: It is online journal or information website displaying information in the reverse
chronological order. Best Western has their own blog where they ask their customers to give
ratings and pubic to review regarding their service or their video; it will help them to find out
their weakness. The manager also uses video marketing during the events they organizes for their
customers when they stay in hotel. They used it for providing training to their workforce to learn
them how to provides effective service to clients as well as proved trading for their chief to learn
the techniques of made new recipes according to clients needs and demands(Dinçer, and
Alrawadieh, 2017).
EBooks: IT provides platform to customers to read books online wit purchasing them. Best
Western provides their e books for public which provides informant regarding their achievement;
problems face by company, celebrities comes and sty in the hotel, history, of the company. It will
attract customers when they come to stay in the hotels of Best Western.
Social Media: Best Western use Facebook, Instragram, Tweeter all the social media platform for
promoting their hotels facilities in order to attract people, they post their hotels pictures, videos,
their offers so people attract toward the hotel. Following are the usage of social medial network
FACEBOOK: Best Western hotel use it to for advertise their ads it will help in increasing brand
value of the Best Western
It will use for providing unique combination of scale and targeting.
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Facebook is useful for reach the lower quality or class of people. It will uses for post promotion
of ads by using this organization will be able to boost awareness reading their future event in
public.
INSTAGRAM: It will useful for building up e- reputation of the company.
Instragram help in increasing the sales of the Best Western as they can recognized it by their
followers use to stay in Best Western hotel and follow its page.
Instragram used for asking up a community by posting employers post, actvites post on
Instragram he mangers try to build emotional relationship with their followers.
By using Instragram stories manager will identify the reactions of customers or public on their
serves, quality of service as they give option for like or dislike their services, goods ..
TWEETER
Best Western use to increases their market demand on social platform.
Tweeter will useful for using hastages , promise tweets, .
Best western use tweeter for analysing response of their customers.
Take suggestions for growth and booming sales rate from public.
WHATSUP: For connected with workforce as well as customers(Cantallops and Salvi, 2014).
For easily communication.
External working area
Name of
organization
Numbers of
followers on
FACEBOOK
Numbers of
followers on
YOU TUBE
Numbers of
followers on
INSTAGRAM
Numbers of
followers on
TWEETER
Best Western
hotel
1.1000000 9.25000 57.6000 85.3000
Marriott hotel 417000 10.8000 453000 320.9000
Hilton 1.4000000 7.41000 6694 316.3000
Holiday in 1076289 5.49000 555000 120.6000
About
Nike is one of the most famous brand in the Worldwide for their footwear. It is situated in
America and its market area covers, Europe, Asia, and America. Nike engaged in designing,
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developing, manufacturing and marketing and selling sports equipment. T is famous for its
digital marketing strategy Nike is best example for inspiring the digital marketing strategy of
Best Western Company
Nike use effective digital marketing strategy they use all the resources of digital marketing to
attract its world wide customers and build an emotion l connection with them.
The business organization not only sale its products by using digital platform but although they
sell emotional benefits of their products.
It is at top position in market because it management team of Nike focus on attract their target
market customers by build loyal fan base. They use emotions branding ads,. They show their
product advertisement with celebrities who tell their struggle stories and uses of the products of
Nike to make emotional connection. People attract to buy products of their favourite celebrities.
Nike use the strategy of excellent expertise, they also deal with Converse, Jordon they use
channels such as retailers e commerce site resellers, and supermarkets to sale their products.
Nike intruded used digital marketing campaign which they used to promote or launch their new
products in market. Nike uses all social media platform for their promotion of ads, new product
in effective way(Lee and Jeong, 2014)
They launch games, fun activity, quiz, which attract their target market customers as well as they
provides new offers to their potential cutworms in order to increase their digital marketing sales.
In the past 3 years the digital marketing sales ratio of Nike was increases just because of their
effective digital marketing strategy.
Management department of Nike developed their sites to sale their product they also contact with
Amazon, Flip kart, and other marketing or E commerce organization through which they are able
to increase the % of their revenue.
Nike use different digital marketing strategy to each zone of their customer’s area. In Europe
they focus on offering, football, fashion, concisions to 12 to 35 ages of people as they know this
age of customers buy their products. Thus they make policies and ads only to attract this age
group of customers. In US they focus on Athletic, Baseball, players fans fashion products at the
age group of 15 to 35 and in India they offers Cricket, base shoo, snickers to their customers and
promote only theses products as they have idea that only this target market customers help in
improvising their sales.
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SWOT analysis
SWOT is a technique which is used by managers for environment scanning procures to find out
the effect of internal as well as external factors upon the business organization. It related with
identification of strength, opportunities, weakness and threat of the company which will help ful
in formation of business policies as well as controlling the risk factor of the company. Following
are the SWOT analysis of Best Western hotel
STREANGHT: It determine as favourable outcomes of the organization’s internal sources
through which company able to achieve their competitive advantage. It may includes all the
strongest points, features of t internal department of the organization (Liu and Zhang, 2014).
WEAKNESS: It refers as unfavourable outcomes of the internal department of the business
organization which is the reason of late achieving of goals, and UN fulfilment of targets, lack of
quality of material or products and services.
OPPORTUNITY: It is related with the future favourable conditions rough which organization is
able to earn profits.
THREAT: Future uncertainties, risk of competitors, and unwanted unfavourable conditions
which is the risk of business organizations bear heavy losses due to these activities..
STREANGHT
Best Western hotel is famous brand
organization in UK and also in North part of
European courtiers.
Strong supply chain.
Effective workforce which able to provides
best services.
High availability of capital resource.
WEAKNESS
Lack of management policies.
Uses of tradition approaches of marketing
Effect of political issue
High rate of serves which lower or middle
class people unable to buy its packages.
Lack of strong security system to manage and
safe digital information of the organization
OPPORTUNITY
Have opportunity to become leading hotel
company in UK by using effect digital
marketing strategy.
Expand their market at international level.
Introducing new events, meeting, for increase
revenue return.
THREAT
High competition.
Rival organizations using effective digital
marketing strategy.
Lack of revenue as due to COVID 19
pandemic the rate of revue decrease.
Chances of increment of international tourism
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Maintain reliable customers by using digital
platform.
Decreases due to the pandemic.
Threat regarding lack of personal data.
Business plan
Business plan can be defined as written document which is formulated by managers for
definition all the essential, plans, stages, formations task in a stamen. In other words business
plan is a statement which briefly describe the executive summery, target market, policies, human
resource, financial resource pan to attain goal, Marketing palm operates and financial projection
which provides guideline for employs in order to attain goal of the business organization. For
effectively achieve the specific goal of Best Western hotel following plan should be used
Leverage technology for marketing: For raise of profits it needs to use technology in a effective
way. To attract Customers Company will provides them visual tour of their hotels, it will help
personals to realise the level of accommodations Best Western provides to them
Uses of social media for improving connection: With the use of social media Best Western hotel
will be able to increase their revenue with 20 to 30 % by offering their gust to share their
experience of luxurious life style of this hotel it at their pages and their personal Id, it will help in
promotion of company at wider level( Xie, Chen and Wu, 2016).
Provides reward to guest loyalty : For maintain customers for long period of time , Best Western
needs to used reward system they provides their guest dinner part to them .
A blog for SEO It is necessary for organization to connect with their guest effete them living the
hotel. Blogs will help provides to find the regular activities and data elated to hotel. It will use to
improve trust and loyalty among public regarding the hotel.
Creation of experience: The best way to increases the revenue and build the strong position in
market is to provides set facilities and experience to guest so that they get full satisfactions and
improved the goodwill and brand value of the organization by providing them best expertises of
their life through introducing new events, digital movies, .
Importance of locals: It is also important to realise the value of local market area, they will also
help in increment of sale by guideline to traveller to stay in hotels.
Improving advertisement and promotional activity: Manager is effective strategies to improve
advertisement. Best Western hotel have great source of fiancé thus they use to hire celebrities to
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advertise their hotel it will help in build positive image in local as well as foreign guest and they
attract to stay in the hotel where their favour celebrity stay.
Turning guest into advocates: With digital advertisement ,the company needs to offer their guest
to come with their family friends it will also useful to identify performance as well as revenue of
the hotel
Ensure that technology helpful for guest experiences. TO ensure that guest does not face any
issue regarding booking of tickets, online managers needs to check and review all the digital
marketing software they use for their business cavities, they also cheek the review, perceptions
suggestions guest give on comment on the post of their social media site it will hl in improving
the performance or reduce weakness of the services and organizations facilities proved by Best
Western hotel(Hung, 2017).
Marketing calendar
Marketing calendar is used for planning media for future marketing efforts. It will help in
providing gilding ad give direction to the manager to hoe to use digital medial platform and
acuities done on regular basis to maintain connection with customers. Digital calendar is just like
a budget which also useful to understand the pervious mistake and also useful for collection of
data regarding the work done during the whole week or month basis.
KPI
Key performance indicator used for measure how well an organization able to meets its
operations and able to achieve strategic corporate goal. It is a tool of controlling process which
also useful for planning activity. It will helpful for achieving the vision mission and
measurement and evolution of performance of business activities of the organization. Manager
used it to review the performance of their human resource .KPI provides the performance
information that enables organization or their shareholder to understand whether the organization
is track the target or not. In contact with digital marketing KPI tools are useful for tracking
marketing data and identify the marketing performance in order to improve the result. Following
tools of KPI used for controlling success by Best Western:
For site actively: For measurement of site activity following tools of KPI used
Manager will used to supervise and checked number of site visitors, returning visitors list to
analysis their retain visitors.
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Measurement of item spent of visitors on set manager will find out numbers of people spent item
and vision site
Navigating path will help in understanding behaviour of customers
Bounce rate used for analysis the reason people exit company site immediate .
KPI for Sales
Revenue earn customers by checking transaction list of customers with company it will help in
identifying reliable guest.
Conversion rate is useful for more successful campaign.
Revenue of channel, manager measuring revenue they earn from each social sitr and identify
they need to focus on which site to increase their customers.
KPI for profitability measurement
Measurement of hotel rate and identify which offer customer accept for their stay.
Profit per customers by identification of organization spent their customers and threat they earn
from them manger will easily reduce if they incurred extra cost on their customers.
KPI for customer’s engagement: Measurement of guest life line value will useful to control the
extra cost.
Retention rate is also effective tool of KPI it will help in identifying how many customers visit
the hotel again , it also show the effectives of hotel.
For measurement of customer’s reaction measurement of like and shares of post of hotels is also
useful.
Number of social medial follower also a tool to identify the level of profanity of company and
their future rate of income (Bonsón, Bednárová and Wei, 2016).
KPI for brand reputation
By using search engine ranking manager will be able to identifying number of their ranking in
search result will determine brand value at digital platform of the company.
When customers comment on neglect comment related to organization manager need to track all
these comments and work to resolve guest pique.
From all these tools of Key Performance Indicators Best Western able to evaluate their
performance of digital platform.
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CONCLUSION
From the above analysis it has been identified that in order to achieve the goal of business
organizations managers need to focus on their digital marketing strategy for this purpose
they use to connect with their customer on Facebook, Instragram and promote their
organizations by effective ads and emotional stories through which they able to attract and
retain customers,. For evaluation of their digital marketing sales they can use bounce rate,
number of followers their reactions to identify the perception and position of company in
market
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Hospitality Management, 47, pp.108-115.
Wang, D., Xiang, Z., Law, R. and Ki, T.P., 2016. Assessing hotel-related smartphone apps using
online reviews. Journal of Hospitality Marketing & Management, 25(3), pp.291-313.
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