Digital Marketing Landscape & Strategy for Knightsbridge Hotel

This report assesses the digital marketing strategies of Knightsbridge Hotel, a five-star hotel in London, within the UK hospitality sector. It explores the opportunities and challenges presented by the digital environment, contrasting online and offline marketing approaches. The report identifies key digital tools and platforms utilized by the hotel, including website optimization, social media, and search engine optimization, and discusses the impact of the digital hardware landscape. A digital marketing plan is developed using the SOSTAC model, focusing on situation analysis, strategy, tactics, action, and control. The report also examines the use of omnichannel marketing to meet business objectives and evaluates methods for monitoring and measuring digital marketing effectiveness, concluding with recommended actions to improve performance. This analysis provides valuable insights into leveraging digital marketing to enhance brand image, attract customers, and drive business growth in the competitive hospitality industry.

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Opportunities, challenges, and impact of the digital environment for the hospitality industry..3
The difference in online and offline marketing......................................................................4
Benefits of digital marketing for Knightsbridge Hotel...........................................................5
TASK 2............................................................................................................................................5
Digital tools, platforms and physical channels.......................................................................5
TASK 3............................................................................................................................................7
The opportunities and challenges of a digital hardware landscape........................................7
Develop a digital marketing plan...........................................................................................7
Omni channel marketing is used to meet business objectives for your chosen hospitality
organisation............................................................................................................................9
TASK 4..........................................................................................................................................10
Evaluate methods of monitoring and measuring digital marketing effectively...................10
Present a set of actions to improve performance in digital marketing.................................11
Conclusion.....................................................................................................................................11
REFERENCES:.............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
Digital marketing in hospitality industry can be defined as the process of using internet to
promote the brand (Singh and Munjal, 2021). There is key role of managing the brand image of
the hotel in order to enhance their operations and attract more customers (Pandey, Nayal &
Rathore, 2020) under digital marketing like social media marketing, content marketing, search
engine optimisation as they help to attract more customers (Mkwizu, 2019). This report is based
on digital marketing strategy used by Knightsbridge Hotel. It is a five-star hotel in London. It is
located at the heart of London that helps them to attract more and more customers. There is
discussion related to opportunities and challenges in digital marketing. The difference among
offline and online marketing is mentioned in the report. The best digital marketing tools used by
the hotel are mentioned in the report (Kriechbaumer, 2019). The effectiveness of digital
marketing in success of the business is mentioned. The digital marketing plan for the business
organisation is formulated in the report and use of Omni-channel marketing by the company is
explained. In the end of this report, methods of monitoring and measuring digital marketing are
mentioned as it is necessary for the success of company.
MAIN BODY
TASK 1
Opportunities, challenges, and impact of the digital environment for the hospitality industry
The present era is of digitalisation and there is need for all the business organisations to
adopt digitalisation in order to compete in market (Kitsios and et.al., 2021). There is key role of
using latest tools and techniques that will help the firm attract more customers. There is need of
following the trend by Knightsbridge Hotel. The opportunities present are as follows:
Understand customer insights: Knightsbridge Hotel will be able to get the customer
insights that are required to manage the needs and wants in effective manner. The same helps the
hotel to bring innovations according to the requirement of the customers. The business will be
able to follow the trend and enhance their sales for growth of the business (Mogaji, Soetan and
Kieu, 2020). The use of artificial intelligence in marketing plays an important role and helps the
hotels to understand the pattern of customer visit. It is necessary step taken by the hotel to
enhance the experience of customers.

Along with that the needs and wants of customers are changing and there is need of
understanding the same (Amatulli, De Angelis and Stoppani, 2019). The use of digital marketing
helps to know about the requirement of the customers as per their needs and wants.
Online customer presence: It is another opportunity that is being observed in the field of
digital marketing. The customers are having better presence on online modes and this help the
Knightsbridge Hotel to attract more and more customers (Mishra, 2020). This helps
Knightsbridge Hotel to convert more customers towards the brand.
Challenges
 There are chances of getting negative publicity on social media easily. The customers
start giving negative reviews on the website and due to this reason the chances of
negative publicity are high.
 There is lack of skilled staff seen in digital marketing due to which the organisations are
unable to enhance their operations. This becomes challenging task for the hotel.
 The use of multiple channels at same time is problematic for the business (Kim and
Moon, 2021). The use of all these channels at the same time makes it difficult to monitor
the progress of each platform. Also there is high competition in market that is also
challenging for the business.
The use of digital marketing platforms enhances the presence of business. There is key role
of working as per the latest technology and managing the progress of the business. There are
regular changes in the market and effective use of digital marketing is beneficial for the
Knightsbridge Hotel.
The difference in online and offline marketing
Basis Online Marketing Offline Marketing
Focus It is seen that the focus of online
marketing is on the content and
creativity that attract more
customers.
The focus in case of offline marketing
is on the products and services that are
offered by the business.
Meaning Online marketing can be
understood as the use of internet
to promote the products and
It is traditional means of marketing that
helps to promote the products and
services via offline channels.

services of the hotel. There is
need of using digital marketing in
order to operate effectively.
Communication Herein, the mode of
communication are social media
marketing, email marketing,
website of company to post
review etc.
The direct contact with the customers
in case of offline marketing.
Price It is a cost effective form of
marketing.
It is high cost as compared to offline
marketing.
Benefits of digital marketing for Knightsbridge Hotel
 By evaluating the consumer trends the hotel is able to maintain relation with them and
manage their working effectively. It helps them to provide the customers as per their
needs and wants.
 It has enhanced the growth of e-commerce platforms. The use of digital marketing is
necessary for the Knightsbridge Hotel and its high sales.
 It helps the Knightsbridge Hotel to reach the global customers and use effective tools to
persuade them (Behera and et.al., 2020). This enhances the brand image of the hotel and
helps is attracting more customers.
TASK 2
Digital tools, platforms and physical channels
There are certain tools and platforms that can be used by business organisation in hospitality
industry are as follows:
Website: It is a tool that is being used to develop the website. User friendly website helps
the hotels to attract more customers. There is need of working according to the requirement of
the customers as it enhances the experience (Sharma, Sharma and Chaudhary, 2020). It helps the
users to navigate easily and find out the services provided by hotel.

Social media Platforms: It is one of the cost effective tool that can be used by hotels. It
helps them to attract the customers via social media platforms and attract them towards the
company (Alves, Sousa, and Machado, 2020). There is key role of social media campaigns as
they attract more and more customers towards the company.
Search engine optimisation (SEO): There is requirement of using such keywords that help
to bring the company at top. Effective search engine optimisation is necessary for the hotel as
they are able to create effective image in market (Hu, 2020).
Content marketing: It is also used by Knightsbridge Hotel and it helps to attract more
customers. People are attracted towards the website due to the creative content being posted by
them. The more people click on the website it is more beneficial for the business organisation.
All these tools are being used by Knightsbridge Hotel as they make them effective in the
market. They are able to establish effective image in the market and attract more and more
customers. It is necessary to enhance the customer base that will create positive image of
Knightsbridge Hotel in market.
Different digital tools and hardware:
The use of hardware’s and digital tools help the hotel to carry on effective digital
marketing. All these tools are necessary to create their presence on online and offline mods that
will help to sell the products and enhance the experience of the customers. The Google analytical
tool helps to check the activity of the customers and track the traffic on the website (Dunakhe
and Panse, 2021). There are various areas that are being considered. It is necessary for the hotel
to take actions according to the traffic. Along with that spot is a content marketing tool that is
necessary to create attractive promotions through web and makes the hotel successful.
Growth of online transactions and E-commerce:
In the present time E-Commerce is a leading business. After the use of internet is
enhancing the business organisations are using E-Commerce platforms in order to undertake
online transactions. It helps the company is to sell their products effectively and get the benefit
of online payment. It helps to get the required product at the doorstep and safe time of the
customers.
Role of automated and non-automated sales activities
There is key role of automatic sales as it helps to carry on those task and practices that
have good reputation. It enables the use of software’s to send the email get updates

documentation without the wastage of time. It helps the hotel to enhance their sales by keeping
track on the customers. The same is necessary to solve the problems being faced by the
customers by giving them practical solutions. It is a time taken process that causes certain
problems for the company but is important to solve the customer queries.
TASK 3
The opportunities and challenges of a digital hardware landscape
Digital landscape can be defined as the collection of websites, social media platforms,
content marketing, email and mobile devices. The aim is to enhance the sales of the products and
services being offered by the hotel (Domazet and Neogradi, 2019). Some of the opportunities
and challenges are mentioned below:
 Opportunities: It helps Knightsbridge to enhance the reach of their business. These
platforms are necessary to attract more customers and grows the customer based of
business.
 Threats: There is need of proper staff members who are able to carry on the work. At the
same time spending on wrong platform can enhance the cost for business.
Develop a digital marketing plan
Digital marketing plan is formulated to enhance the digital presence of the business. It is
required to set digital objectives for the business that can be attained. The use of SOSTAC model
will help to formulate the digital marketing plan for the business organisation and the same for
Knightsbridge hotel is done below:
SOSTAC MODEL: This model helps the business firms and organisation to make an
effective plan in the workplace in order to achieve the goal of the organisation. This model
consists of various stages that are discussed below in relation to the Knightsbridge hotel:
Situation analysis: It can be defined as now the era is of digitalisation and new
technologies, so businesses should update their technology and techniques of production in order
to stay ahead from the competition. This will help the Knightsbridge hotel to make effective
plans that will help them to achieve their goals.
Strengths
 It is a well-established hotel Chain that
is based in UK (Insights, 2019). They
Weaknesses
 One of the main weaknesses of the
organisation is that the employees of

have built a strong brand image in the
eyes of their customer as they serve
best hotel experience
the company are not aware about the
digital technology. Through this
organisation faces so much competition
in the market.
Opportunities
 There are very kind of opportunities
that are present in the market.
Knightsbridge can increase their
customer base by introducing new
technologies in their hotel chains which
helps them to attract more customers
towards their business.
Threats
 One of the main threats for the
organisation is that the regularly face so
much competition in the market which
directly affects the sale of the business.
Strategy: In order to achieve the goal of the organisation Knightsbridge company should
make effective strategies which helps them to grow more in the market. STP will facilitate the
business to able to achieve the goal of the organisation.
 Segmentation: This point focuses on that the business should select the right location in
order to promote the products or the services (Napoletano, 2021). Knightsbridge hotel
should target the right group of customers in order to provide the hotel service.
 Targeting: Knightsbridge hotel should target the potential customers in an effective
manner through which they can increase their sales.
 Positioning: This means that the business should make a valuable brand image in the
eyes of the customers. Knightsbridge hotel ensures that they should serve the best hotel
experience to their customer.
Objectives:
 To use effective digital technology.
 To increase the customer base.
 To increase the sales by 10% in next 1 year.
Tactics: This can be defined as the techniques that help the business to achieve the goal and
targets. This will help the Knightsbridge hotel to use effective techniques which help in the
overall growth of the organisation. This facilitates the company to use effective digital marketing
strategy.

Products: Knightsbridge hotel will be focusing more on the qualities of the product that is
being served to the customers.
Price: This will help the company to decide the effective price which helps them to stay
ahead from the competitors in the market
Place: Uses of various digital marketing strategies helps the company to promote their
products on large scale. For this company can attract more customers towards their business.
Promotion: This will facilitate the Knightsbridge hotel to use very kind of promotional
techniques in order to attract more customers. This will also help them to find the new needs of
the customers.
Actions: Effective action plan will help the company in order to achieve the targets and
goals. Below budget will help the company to achieve the target.
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Digital media 7000
Total 148000
Control: It is very important for the company to analyse the control measures that helps
them to know the real position of the company (Putri, 2022). This is very important for the
Knightsbridge hotel to critically analysis the performance and takes necessary actions in order to
improve them. Various key performance indicators facilitate the company to make effective
changes in order to achieve the goal.
Omni channel marketing is used to meet business objectives for your chosen hospitality
organisation
Omni channel marketing is necessary as it helps the business organisation to meet the
objectives. Knightsbridge hotel needs to use combination of platforms that will help them to
attain their objective of attracting the customers (Esqueda-Walle, Marmolejo Rodríguez, and

Villarreal Estrada, 2020). There is key role of managing the activities in such a manner that all
the customers are able to know about the name of hotel and enhance the brand image. By using
multiple channels, the hotel will be able to attain successful position in market. It is a customer
centric approach that helps to produce the products and services as per the needs of the
customers. It is necessary for the company to take proper care of the needs of the hotel so that
desired actions can be taken as per the need and wants of the customers.
There is need of using such strategies and tactics that will help the Knightsbridge hotel to
enhance their customer base and enhance the sales (Pandey, Nayal and Rathore, 2020). By using
digital marketing, the hotel will be able to enhance awareness among the customers and grow the
customers base. There is need of managing the work and using updated technology for the
benefit of customers. The sales can be enhanced by providing quality services to the customers
and by enhancing relation with them.
TASK 4
Evaluate methods of monitoring and measuring digital marketing effectively.
There is need of forming effective digital marketing plan and following the same for success
and benefit of the hotel. There is requirement of checking and monitoring the performance of the
actions taken by the hotel (El Junusi, 2020). The evaluation is necessary to know about the
progress made. The following are the methods that will be used to measure the digital marketing
of Knightsbridge hotel effectively:
Overall website traffic: One of the major objective of digital marketing is to enhance the
traffic on the website. By carrying proper use of right tools and techniques the business
organisation is able to enhance the traffic (MANUCHARYAN, 2021) There is need of attracting
more customers that will enhance the traffic on the website of Knightsbridge hotel. This will help
to convert the leads and convert the customers.
Onsite Analytics: It is necessary to take several actions that will make the hotel aware
about the trend of customers. By taking necessary action as per the analytics the hotel will be
able to manage the working. This helps to provide the customers with the best that will enhance
their experience.
Key performance indicators

The use of KPI is necessary for the hotel as this will make them know about the progress being
made by them. The following are KPI being used by Knightsbridge hotel:
 New visitors: By attracting new visitors on the website the progress of digital marketing
plan can be monitored.
 Conversion: The conversion rate of customers also shows the success of plan. It makes
the business know about the creativity used by them.
Present a set of actions to improve performance in digital marketing
These are the actions that will enhance the performance of digital marketing. All these
actions are necessary to attain successful position in market. The time period is also mentioned
so that the progress made by the hotel is measured.
Improvements Implication Resources Time
Multiple channel
marketing strategy
There is need of using
best available channels
of marketing according
to the requirement of
customers.
Person having effective
digital marketing skills
3 Months
Customer feedback It helps to enhance the
strategy of the hotel
(Saura, Palos-Sanchez
and Correia, 2019). The
problems of customers
must be sold on regular
basis.
Website of hotel, staff
members
1 Month
Conclusion
From the above report, it is concluded that digital marketing is one of the important strategy
that must be used by business organisation. It is necessary to manage the overall working of the
business organisation to use best tools related to digital marketing. There is evaluation related to
opportunities and challenges faced in digital marketing. The comparison among online and
offline marketing is mentioned. The digital tools used by business are mentioned to attract
customers. Proper digital marketing plan for the business organisation is formulated. In the end

the ways to monitor the performance along with action plan is formulated. All this helps the
company to attain successful position in market.

REFERENCES:
Books and Journals
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and online
relationship quality in social tourism: A tourism for all case study. In Digital marketing
strategies for tourism, hospitality, and airline industries (pp. 49-70). IGI Global.
Behera and et.al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital Marketing
in the Banking Industry. In Managing Diversity, Innovation, and Infrastructure in Digital
Business (pp. 20-40). IGI Global.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric
review. International Journal of Innovation Science.
El Junusi, R., 2020. Digital marketing during the pandemic period; A study of islamic
perspective. Journal of Digital Marketing and Halal Industry, 2(1), pp.15-28.
Esqueda-Walle, R., Marmolejo Rodríguez, J. and Villarreal Estrada, K., 2020. Digital marketing:
a conceptual framework, review, and case study mixed approach.
Insights, S., 2019. SOSTAC® Marketing Planning Model Guide.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
MANUCHARYAN, M.G., 2021. THE IMPORTANCE OF DIGITAL MARKETING,
BENEFITS AND DEVELOPMENT PROSPECTS. In WORLD SCIENCE: PROBLEMS
AND INNOVATIONS (pp. 105-109).
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
Napoletano, T., 2021. Marketing of Food Ideas: a Digital Marketing Plan for the E-Commerce
Start-up “Da MaMa” (Doctoral dissertation).
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing.
Putri, R.A., 2022. Strategi Komunikasi Pemasaran dalam Layanan Kiriman Korporat PT Pos
Indonesia (Persero) Kantor Cabang Utama (KCU) Yogyakarta pada Masa Pandemi Covid-
19 (Doctoral dissertation, Universitas Jenderal Soedirman).
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution, pp.86-103.

Amatulli, C., De Angelis, M. and Stoppani, A., 2019. Analyzing online reviews in hospitality:
Data-driven opportunities for predicting the sharing of negative emotional
content. Current Issues in Tourism, 22(15), pp.1904-1917.
Hu, L., 2020. International Digital Marketing in China: Regional Characteristics and Global
Challenges. Springer Nature.
Kitsios and et.al., 2021. Digital marketing platforms and customer satisfaction: Identifying
eWOM using big data and text mining. Applied Sciences, 11(17), p.8032.
Kriechbaumer, F., 2019. SOLOMO–are hospitality SMEs able to move beyond traditional
websites in their digital marketing roadmap for Expo 2020?. Worldwide Hospitality and
Tourism Themes.
Mishra, C.K., 2020. Digital marketing: Scope opportunities and challenges. In Promotion and
Marketing Communications. IntechOpen.
Mkwizu, K.H., 2019. Digital marketing and tourism: opportunities for Africa. International
Hospitality Review.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.
Singh, A. and Munjal, S., 2021. How is the hospitality and tourism industry in India responding
to the dynamic digital era?. Worldwide Hospitality and Tourism Themes.