Environmental Analysis and Digital Marketing Plan for Marriott Hotel

This report provides a detailed analysis of Marriott Hotel's digital marketing strategy. It begins with an environmental analysis using the PESTLE framework, evaluating political, economic, social, technological, legal, and environmental factors impacting Marriott's digital presence, specifically within the UK market. The report then identifies and compares key digital tools, platforms, and channels utilized by Marriott and its competitor, Hilton Hotel, highlighting the importance of content marketing and social media. Following this, a digital marketing plan is developed to support Marriott, followed by methods to evaluate, monitor, and measure the effectiveness of these digital marketing activities. The report concludes by summarizing the findings and emphasizing the importance of digital marketing in the hospitality industry, particularly for a global brand like Marriott.

HOSPITALITY
DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Environmental analysis for Marriott hotel digital presence, focusing on opportunities,
challenges and its impact on digital environment on industry....................................................1
TASK 2............................................................................................................................................4
Key digital tools, platforms and channels used by various organisations and comparing its
digital presence............................................................................................................................4
TASK 3............................................................................................................................................5
Develop a plan for digital marketing activities to support Marriott Hotel ................................5
TASK 4............................................................................................................................................8
Methods to evaluate, monitor and measure digital marketing effectiveness. ............................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
It is the marketing of goods and services by using digital technologies and its channels
are systems based which create and transmit value of product from consumer to producer. Digital
marketing is developed during 1990s to 2000s and transforms the marketing way of businesses
and develop use of technology in environment. Digital marketing always support digital
technologies to promote its products and services and it is majorly done with the help of internet,
smartphone devices and computers (Bowie and et. al., 2016). Digital marketing enhances the
area of companies or marketers to reach new customers and grasp more and more market
segment. This report is going to demonstrate the understanding of opportunities and challenges
which influences the digital environment and also determine the key digital tools and channels
which is used by various hospitality organisations. In addition to this, it also identify the digital
marketing activities and develop multi channel capabilities for hospitality organisation. Lastly, it
also evaluate the methods of monitoring and measuring the digital marketing effectively in
relation with Marriott hotel which is an international diversified hospitality organisation which
manages and franchises a board of functions of hotels and other facilities.
TASK 1
Environmental analysis for Marriott hotel digital presence, focusing on opportunities, challenges
and its impact on digital environment on industry
Marketers use many technologies to target their market which include email, social
media, advertisements and other websites. These are just mode of transporting the information to
customers as digital marketing is helpful for marketers as before launch of digital marketing,
marketers will spend countless time in searching about the customers. For this, PESTLE analysis
is conducted which involve six main factors as they impact business, products, services and also
influences the buying behaviour of customers. However, the application of PESTLE analysis in
context of digital marketing sector is described below in order to analyse the market competition
and the influence of external factors over organisation performance (Buhalis and Sinarta, 2019).
Political: Under this factors, it includes government policies, procedures, regulation,
rules, political stability and many more which impact over organisation's performance. In context
of UK digital marketing division, it is recognised as world's leading country who spend major
portion of its overall GDP into improving the productivity of e-commerce industry i.e. 7.94%.
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However, with the implication of Brexit in the year of 2016, it negatively effect over the
productivity of UK digital marketing sector in terms of maintaining its profitability ratio in an
increasing level. Hence, such type of negative impact provides huge opportunity for UK
government as they took an initiative to implement effective post- Brexit strategy in which they
mainly focus on developing AI and IOT. By adopting several innovative or creative tools like
cyber security, expanding data storage, upgrading networking connectivity to 5G and many
more. Due to which, it help UK digital marketing to manage its capability to overcome the
negative impact of Brexit and also lead them to enhance market share in an impressive style.
Economical: This factor is concern with economic growth, interest rate, inflation or
deflation ratio, GDP rate and etc. that effect establishment ability to enrich profit margin rate.
However, as per the recent industry analysis of UK digital marketing, it has been signified that
they are achieving cutting edge competitive advantage in an innovative style as they are making
huge effort to move from cloud computing to virtual marketing (Camillo, 2015). Hence, with the
enormous growth in digital marketing, it assist UK economy to increase its overall GDP ratio,
drive them to generate high level of employment opportunity, enrich well bring or lifestyle of
population in a better way. Brexit is an another economical factor that create impact over the
economic situation of the firm in term of creating inflation in the nation. Due to inflation the cost
of material and products are maximise that influence the business of Marriott hotel. This factor
also create challenges for respective company because this firm operate globally and the interest
rate of different countries are change. It generate issues for effective running of business of
Marriott.
Social: In this determinant, it is link with those aspect such as customer taste or
preference, population income level, demographic elements and so on which influence
organisation sales volume. In regard of UK digital marketing sector, majority of the population
are making use of social media platform like Facebook, Twitter, LinkedIn, YouTube and etc. for
obtaining the information regarding latest trends, brands, products service, market competition.
However, such behaviour of UK population benefits digital marketing division to enlarge the
sales performance and also to gain high level of customer satisfaction in an effectual manner.
Changes in consumer needs is a factor that affect the company and create challenges its business.
The changes are occurred frequently basis in consumers needs and demands so when they do not
get services and facilities according to them, then they switch to other firm to get satisfaction.
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This create unfavourable impact over the company and generate challenges to get information
about their needs. In current era, individual highly used internet and different social sites so by
using social media tools in term of marketing strategy or getting information about customers
preferences.
Technological: Under this factor, it encompasses advanced techniques, innovation,
automation and etc. that impact establishment potentiality to enrich productivity rate. In context
of UK digital marketing, major portion of population are in demand of online service, innovative
payment method, home delivery, reviewing brand performance, selecting products and many
more. However, UK digital marketing take an effort to enhance the digital marketing procedure
more innovate and effectively as they introduce several advanced techniques voice shopping,
video marketing, chatbots, social messaging apps and so on. With the help of such initiation, it
drive UK digital marketing sector to enhance its capability to gain competitive advantage among
competitors in an impressive style. There are different technological innovation that are generate
daily basis in this innovative world. So by offering self check-in and self check-out service, the
management of Marriott hotel can make innovation in its business. It will create a positive
impact and also create a growth and development option for the company in term of customer
base and profit margins.
Legal: This component comprises government legislation, laws, regulation, rules,
policies and etc. that impact company's reputation in an amended way. However, on the basis of
latest market analysis, it has been stated that UK is adhering and complying all legislation or
laws due to which it assist them to maintain their political ground in a stable manner. Due to
which, it empower several organisation to trade within UK and it directly expand its economic
condition in an amended mode (De Pelsmacker, Van Tilburg and Holthof, 2018).
Environmental: This factor involves taking measure to control pollution and developing
eco- friendly products to protect the environment form all hazardous environmental threat.
However, UK population are highly concern about environmental products, safe atmosphere,
clean environment and so on. Hence, such demand render intense level of growth platform for
UK digital marketing sector as they take an initiative in develop carbon footprints and 3R
techniques (reuse, recycle, reduce). With the help of such contribution, it motive UK digital
marketing to increase customer base and also to acquire the position in an aggressive or
competent manner.
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Impact of macro environment on market planning
It has been determined and analysed from the above discussed content that UK digital
marketing performance is rapidly growing and increasing due to which it help them to manage
its sales target and overall proficiency in an amended way. With the implication of PESTLE
analysis, it help researcher to identify different external factor that directly impact over market
proficiency ratio and also lead them to take corrective course of action for accomplishing desired
sales target (Gursoy, 2017). However, in terms of political and legal factor, one of the core
advantage is that it has political stability which improves industries sales performance and also
enhance GDP ratio. Moreover, digital marketing are also able to fulfil dynamic requirements of
customer demand or need in an effective way which explore brand image and enrich capability
to gain competitive advantage. Furthermore, UK is also investing huge amount in R&D for
technological factor that leads them to adopt latest innovative equipments and novel ideas for the
growth of company's sales volume. Henceforth, it has been stated that Marriott Hotel can easily
achieve its goal i.e. enlarging its global presence in digital marketing within prescribed time
limit. Additionally, it also render them as a wider range of opportunity to explore its market
share or size among rivalries in an innovative style.
It has been determined from above information that there are different macro
environmental factor which create different kind of impact in term of positive and negative.
These factor also help the company by creating growth option which make development in the
company in term of increasing profit and productivity.
TASK 2
Key digital tools, platforms and channels used by various organisations and comparing its digital
presence
In the present millennial generation and competitive world, majority of the companies
use digital tool to make their operational activities more smoothly and effectively. Along with
this, it also empower them to improve their brand image and overall performance in an
innovative style. Hence, the concept of digital marketing is recognised as one of the essential
component in hospitality sector because it assist them to generate positive value among customer
and rendering satisfactory experience (Hudson and Hudson, 2017). Apart from this, there is an
increasing demand among population regarding innovative and latest automation technologies
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which impose huge pressure over organisations in regard of enlarging customer base. In relation
this report, Marriott Hotel is investing its major portion of investment in the enhancement of
digital marketing procedure. i.e. 38%. The main reason behind such kind of contribution is that,
company has been intense level of competition and opposition among companies in terms of
technological advancement, customer base, it drive Marriott Hotel to upgrade its digital
marketing process and also to attain sustainable growth among competitors in an improved way.
However, by conducting comparison study with Hilton Hotel, it enable Marriott Hotel to
determine and evaluate its performance and also to improve the overall profit margin ratio
among competitors. These two hotels are most well established and reputed firm in UK
hospitality industry. Additionally, they both consider digital marketing platform as their basis for
their marketing strategies and also to capture the attention of wife range of population in an
amended way.
In case of Hilton Hotel, they mainly utilise different social media platforms for reaching
larger number of customer and also to attract their interest towards the brand in an impressive
style (Kotler and et. al., 2017). Some of the social media platforms are Instagram, Twitter,
Facebook, YouTube, LinkedIn which assist them to enlarge its market share or size as well as
help them to gain competitive advantage in an amended mode. On the other hand, Marriott Hotel
also has presence in social media platforms but they mainly focus in making use of content
marketing as digital marketing channel. Hence, by adopting such tool, it drive hotel to
understand various customer views or opinion regarding particular service or products.
Moreover, it also lead them to take best strategic decisions in order to survive within existing
marketplace in a productive manner (Lanz and Carmichael, 2015). In addition to this, Hilton
Hotel applies search engine optimisation tool which empower them to increase website referral
because it does not contain any kind of advertisement cost that encourage them to build
consumer trust or loyalty for long term basis. On the contrary, Marriott Hotel applies Google
Ads which is one of the leading online advertising platforms where advertisers pay to display
video content, advertisement, service offerings and so on. Moreover, the major benefit of this is
that it is a cost effective tool which offer a facility of pay per click option. Due to such
impressive attribute, Marriott Hotel is able to explore is market share or size and also drive them
to cope with its competitors in an innovative style. Henceforth, as per the the performance
analysis of both the organisation i.e. Marriott Hotel and Hilton Hotel, it has been determined that
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both hotels are taking their best initiative in adopting innovative or creative digital marketing
tool with an aim of enhancing the customer base by retaining existing consumers and capturing
the interest of new individuals towards the brand. However, as per the latest customer experience
index, it has been revealed that both Hilton and Marriott Hotel are able to acquire increased
number of customer satisfaction in this competitive marketplace in a productive and innovative
mode. For the marketing of the brand, the management of Marriott hotel different digital tool,
platforms and channels so that they can effectively promote and create awareness about their
products and services that are offered by them. The administration use social media tools like
Facebook and Twitter, TV and many more. Whereas the administration of Hilton hotel use
several marking tools and channels like advertisement, web advertisement, paid ads, print media
and others to create awareness about its services and products that are provided by it to its
consumers. It also help in getting attention of new customers and familiar them with the services
by providing accurate information.
It can be summarised form preceding information that there are different marketing
tools and platforms that are used by different companies for the effective running of the firm and
creating awareness about the product and services that are offered by them.
TASK 3
Develop a plan for digital marketing activities to support Marriott Hotel
The industry where Marriott Hotel operates its business function is highly competitive
and challenging which directly impact over organisation potentiality in acquiring aggressive and
competent position in current marketplace (Law and et. al., 2015). Moreover, on the basis of this
report, it has been stated that Marriott Hotel is spending its huge portion of investment in digital
marketing which enable them to enrich its profit maximisation in a stipulated time duration
without any hindrances. There are several competitors who challenge organisation in
accomplishing its sales target is that Hilton Hotel, IHG, Hyatt, Accor hotel, Four season hotel
and many more. However, in order to deal with such competition, Marriott Hotel make an
attempt to create a plan for its two new expansion i.e. luxury business division and active holiday
seekers. Due to which, it help them to explore their digital marketing activities in different
function unit are as follows:
a) Luxury business division
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Identify the channel
This is the initial phase in which an organisation analyse or understand the channel for
reaching audience in an efficacious and expeditious manner. However, in relation to Marriott
Hotel, they are viewed as an active member in terms of using digital marketing platform for
expanding its marketing function within hospitality industry. Hence, as per the current state of
UK population, it has been analysed that majority of the population are using online sources and
different website application for acquiring the information or data related to company's service,
brand, products (Leite and Azevedo, 2017). Along with this, customers are also much attracted
towards luxury services especially in hotels or resorts which empowered Marriott Hotel to
achieve its pre defined objective in a better mode in a prescribed time duration. Therefore, in
case of exploring luxury business division, Marriott Hotel make an effort to identify some
marketing channel such as social media platform, Google Ads, Hobspot, advertisement through
newspaper or magazines, video marketing. With the help of these marketing channels, Marriott
Hotel can smoothly manage its luxury business sales volume and also can attract the attention of
large number of audience across the globe towards the brand in an amended way.
Developing objective
After identifying the channel, the another stage is to develop an objective for improving
the overall performance of establishment in an improved mode. In context of Marriott Hotel, its
main business objective is to increase the volume of sales in luxury business by 25% in the
upcoming 6 months of time duration. In addition to this, the another purpose which Marriott
Hotel desire to acquire is that increase in the number of customer base i.e. double portion of its
current customer index. However, for attaining the same in an amended way, Marriott Hotel take
an attempt to maintain best quality in delivering its products or services and also take
consideration of consumer demand of preference (Litvin, Goldsmith and Pan, 2018). Due to
which, it lead them to build positive response among targeted audience and also can place its
brand in a competent position within a prescribed time limit.
Determine target audience
In this phase, it is concern with identifying the appropriate customer for improving the
market share to size and also to enlarge the brand image among competitors in an amended way.
In relation to Marriott Hotel, they mainly focus on quality rather than pricing strategy. However,
the identified target audience by Marriott Hotel for improving its luxury division are families
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who desires to spend their vacations, business class people, young travellers. The main reason
choosing them as a targeted customers is that because majority of them are spending their most
of their time in online or internet which benefit Marriott Hotel to capture the attention of wide
range of population of towards the brand. With the help of these targeted customer, it enable
Marriott Hotel to maintain its brand value and also can attain sustainable growth or enhancement
among competitors in an amended way without any obstacles (Minazzi, 2015).
Generate integration
This is the final stage in which Marriott Hotel take an effort to integrate its online and
offline channel of marketing communication. With the practice of such strategy, it allow
establishment to enhance the customer buying experience and also can assure in regard of
contribution towards bringing consumer experience into digital age. Along with this, by
integrating different channels, it drive Marriott Hotel to identify customer demand and also
motive them to take corrective course of action in order to enrich the capability to gain
competitive edge among rivalries in a better way.
b) Active holiday seekers
Identify the channel
This is the primary stage in which Marriott Hotel take an initiative to expand the overall
profitability ratio of its travel division. However, with the increasing use of online or internet
tools among population, Marriott Hotel make an attempt to use social media marketing, e-mail
marketing, advertisement via both online and offline as well as search engine optimisation. By
adopting these types of channel, it empower Marriott to attract the attention of population or
travellers towards the firm across worldwide and also can improve its overall proficiency ratio
among competitors.
Developing objective
Under this determinant, Marriott Hotel make an effort to examine the market trends or
competition and on the basis of that implement best strategic decision with an intent of reaching
pre defined sales target in a stipulated time duration. The identified objective by Marriott Hotel
in term of active holiday seekers is that “ To enhance the sales performance by 20% in the
forthcoming time limit of months. In this context, its main purpose is to combine different
values, cultures, beliefs, norms in order to build healthy and strong relationship between
organisation and customers.
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Determine target audience
In this component, Marriott Hotel analyse its customers who can put their best
contribution towards in improving the capability of company's ,profitability ratio. Moreover, for
attaining increased level of sales volume from travel division, Marriott Hotel mainly target
families, young and adults travellers because it offer service like adventure tour, vacation tour
package for families (Pappas and Bregoli, 2016). Due to which, it allow them to expand its
overall sales performance and also assist them to fulfil the current or emerging customer taste
and preference in a better way.
Generate integration
Due to the rapid growth of population who prefer multi channel communication, it
empower, Marriott Hotel integrate its various marketing communication channel in order to deal
with all sort of competition in an innovative style (Semeradova and Vávrová, 2016). By
implementing such strategy, it aid them to improve customer relationship and also help them to
discover new customer in a trenchant way. Additionally, by channel integration it support
Marriott Hotel to acquire reviews and opinion regarding their experiences from establishment
product and services. With the help of this, it aid them to accomplish cutting edge performance
among competitors in an improved mode.
From the above mentioned both plan that are formulated in context of digital marketing
that both are able to get attention of different customer like those people who prefer luxury group
and active holiday plan. It will help in development in the business of the company in effective
manner.
TASK 4
Methods to evaluate, monitor and measure digital marketing effectiveness.
As per the preceding mentioned marketing plan for Marriott Hotel market expansion i.e.
luxury business division and active holiday seekers. However, there are different types of
methods which help Marriott Hotel to evaluate, monitor and measure the effectiveness of plan
are discussed below:
CTR (Click through rate): This is an effective way to measure the effectiveness of
marketing channel is that it enable Marriott Hotel to evaluate the number of people in terms of
visiting the webpage and also who took actions based on seeing the services. With the help of
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this method, organisation can examine the attribute and mindset of targeted customer and also
can take corrective course of action to improve the purchasing behaviour of consumer in nan
prompt mode without any obstacles.
Questionnaire: It is one of the traditional and old method to gather the data or
information from chosen respondents in order to make best decisions. Hence, in context of
Marriott Hotel, by the usage of this method it enable organisation to collect the accurate or
reliable reviews or opinion from population as well as allow them to make better solution for pre
identified objective or problem in an improved mode. With the help of this, it support Marriott
Hotel to expand its profit margin and also can enlarge the market share among competitors.
Return on investment metric: As per the scenario of current marketplace, this method
is determined as one of the best way to monitor or evaluate the performance of marketing plan.
Hence, in the application of ROI metric, it aid them to examine competitors potentiality in order
to apply best alternative ways for acquiring best position within hospitality industry. Moreover,
it a money saving method which may also benefit Marriott Hotel to reach its sales volume in a
desired time limit without any hindrances (Schuckert, Liu. and Law, 2015).
However, the various methods which is discussed above help Marriott Hotel to explore
its sale target and also can improve its customer base in an effective way. Moreover, it also
motive them to generate positive response among consumers and can achieve cutting edge
competitive advantage. From the above content, it can be analysed that preceding defined
methods are crucial to measure and monitor the effectiveness of digital marketing plan that how
is it able to success for the company and gaining competitive advantages form replaceable.
CONCLUSION
It has been summarised from the above discussed report that for surviving within current
marketplace in a competent manner, the role of digital marketing plays a significant role. Along
with this, it also enable them to cope with all sort of customer taste or preferences and also help
them to make appropriate strategical decisions in order to gain competitive advantage. Moreover,
with the application of PESTLE analysis, it enable organisation to identify its external factors
and also can make best strategic decision for the enlargement of company;s market share or size.
Furthermore, by the development of digital marketing plan, it allow organisation to understand
and recognise the degree of market challenges as well as lead them to enhance overall
productivity and proficiency ratio in an amended way.
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