Evaluating Internet Marketing's Impact on Hilton Hotel's Performance

This report investigates the impact of internet marketing on the performance of the Hilton Hotel. It begins by outlining the research background, which highlights the increasing importance of online marketing in the hospitality industry, followed by aims and objectives to analyze the impact of internet marketing. The report then reviews relevant literature, discussing the concept of internet marketing, its role in the hospitality sector, and its relationship with hotel performance. The methodology includes an interpretivism research philosophy, an inductive research approach, and qualitative data collection and thematic analysis. The findings reveal that hotels are increasingly using internet marketing tools such as websites, emails, and social media to improve performance. The report also emphasizes the importance of online booking systems and customer feedback in enhancing the customer experience and driving hotel performance. Finally, the report provides recommendations for the effective use of internet marketing tools, such as website optimization and email marketing, to enhance the Hilton Hotel's online presence and customer engagement.

Communicating research findings:
Research title
“To analyze the impact of internet marketing on
performance of hotel : A case study of Hilton hotel”

Research background
• The operating environment of hotel industry has
been changed due to recent growth of the
internet.
• In order to provide travel information and online
transaction the internet has become an innovative
marketing tool.
• Due to practicality, accessibility and
convenience now-a-days it is very common to
conduct any business online.

Aims and Objective
Aims
 To analyze the impact of Internet marketing on
performance of Hilton hotel.

Objective
• To understand the concept of internet marketing
• To evaluate the role of Internet marketing in
hospitality sector
• To analyze the relationship between internet
marketing and performance of hoteliers
• To develop recommendation for the effective use
of internet marketing tools in Hilton hotel

Introduction
 Today in hospitality industry the internet
marketing is been used in order to promote its
products and services in the target market
 This in turn will grab more number of customers
and eventually the sales of this industry will
increase .
 The way in which customers make their
purchasing decision can be aligned by making use
of internet marketing in hotel industry.

Literature review
The concept of internet marketing
• Internet marketing is the promotion of products
and services that is been offered by the company
on the web or Internet.
• Through regular, low-cost personalized
communication the internet marketing enables
the companies to build relations.

The role of Internet marketing in
hospitality sector
• The main reason why many of the hospitality
industries fail is because of poor or non-extent
marketing or advertising.
• So, this sector need to pay attention on
advertising and marketing in order to achieve
success in this field.
• An essential part is been played by social media
in today's hospitality marketing.

The relationship between internet
marketing and performance of
hoteliers
 The performance of hotel will improve by
making use of internet marketing.
 The hotels will get to know about the area in
which they have to work on so that they can gain
competitive advantage from rival hotel by making
of internet marketing tools.
 By filing the expectations of customer hotel will
be able to increase the sales of their business.

Developing recommendation for the
effective use of internet marketing
tools in Hilton hotel
• Internet marketing through websites - The most
effective online marketing tool for internet
marketing of a hotel website. The attractive ideas
need to be made by marketing experts.
• Internet marketing via email – When the product
or service need to be offered directly to a client
then the email marketing can be used by hotel

Research philosophy
 Enterpretivism

Research approach
 Inductive research

Research type
 Qualitative type

Data collection
 Primary data collection

Data analysis
 Thematic data analysis

Theme 1:

Theme 2:

Theme 3:

Theme 4:

Theme 5:

Theme 6:

Theme 7:

Theme 8:

Theme 9:

Findings
• It is been found that more and more hotel
industries today are making use internet
marketing tools such as company, website, e-
mails, social media sites etc in order to increase
the level of performance.
• The better experience to customers are been given
through online booking system and also the
feedback that is been given helps the hotels to
increase their performance.

THANK YOU