Hospitality Digital Marketing Report and Analysis: Marriott Hotel

This report offers a comprehensive analysis of Marriott Hotel's digital marketing strategies. It begins with an introduction to digital marketing and its significance in the hospitality industry, followed by an examination of Marriott's digital marketing efforts. The report includes a PESTLE analysis t...Read More

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Prepare a digital marketing report on Marriott hotel and also provide environmental analysis. 3
TASK 2 ...........................................................................................................................................5
Key digital tools, programs and channels of Distribution used by various organisations and
comparing its digital existence....................................................................................................5
TASK 3............................................................................................................................................7
Develop a plan for digital marketing activities to support Marriott Hotel..................................7
TASK 4..........................................................................................................................................10
Methods to evaluate, monitor and measure digital marketing effectiveness............................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
In today’s competitive world, digital marketing helps in gaining positive response from
customers and enhance their profitability. It defines as marketing or promoting goods and
services by using digital technologies. This will add value to the products and influence customer
to buy those products. Digital marketing was introduced in the year 1990s to 2000s and create
modifications in the method and sustain at the marketplace for a longer period of time
(Adeyinka-Ojo and Abdullah, 2019). In the present report, Marriott hotel is chosen as the base
organization which is one of the biggest leading hospitality chain. Marriott hotels and resorts was
introduced in the year 1957 by J. Willard Marriott. It is a hospitality chain provides ample
number of services to their consumers. In this report, environmental analysis is required for
which PESTLE analysis is conducted by the management team. Along with this, different types
of digital tool and techniques are going to be examined which is used by the hospitality sector
and comparison between two organisations are also included. Furthermore, digital marketing
activities are going to be identified as well as development of different channels aid in grabbing
opportunities at the marketplace. At the end of this report, various methods are used which help
in examining the effectiveness of digital marketing.
TASK 1
Prepare a digital marketing report on Marriott hotel and also provide environmental analysis
Digital marketing refers to advertising and promoting products and services by use of
electronic devices as well as platforms. These electronic media and devices assist business and
firm to expand and grow both in national and international level. Use of this strategy makes them
aware about the trends and changes which are occurring across the globe. Digital marketing is
also used as online business so that activities and operations perform worldwide and in effective
manner. Marriott hotel is growing and developing at rapid rate so they should adopt and use such
strategies so that business can grow and avail of more opportunities could be done (Dewnarain
and et., al., 2019). So, to analyse market situation PESTEL Analysis is used which has deep
impact on firm productivity. It is tool used by marketers so that to understand the external factors
effectively. Marriott hotel focuses on PESTEL analysis which affects its operation as well
function of business at broad level. Thus, P analysis is discussed below-

Political Factor- Political factors are those which affects the business widely because
and they comprises of corruption, bureaucracy, antitrust law etc. Government in countries are
different and follow rules and regulations and according to which nations economy is reflected.
So, adoption and use of technology depends upon government policies and procedures. Thus,
digitalisation is useful and adopted under norms and guidelines. So, in context to UK,they are
politically independent thus, firm operate their business in a effective manner.
Economic Factor- Economic factors are those which are maintained and managed under
government norms and guidelines. Economic factors are those which slower down the business
growth and progress. These factors includes tax policy, inflation and deflation rate etc. Marriott
hotel has able to maintained a positive relationship between government. It results in proper
management and effective policies (Dinis, Breda and Barreiro, 2020). With use of digital
marketing proper analysis on these factors can be done.
Social Factor- Profit maximisation is the main motive of business but there are other
elements also which affect business at wider level. Social factors comprises of standard of
living , behaviour, preferences, taste, of a particular individual. Thus, it is essential for Marriott
hotel to focus such factors because it is services industry and customers perception and feedback
matters. Understanding of social factors assist firm to analyse and determine behaviour. Digital
marketing also helps Marriott hotel to provide quality of services both online as well as offline
which increases goodwill of business and customers switching behaviour can be analysed in
proper manner.
Technological Factor- Technology has become necessity in today's world due to access of
competition, scarcity of resources, hybrid tools etc. Technology factors comprises of advance use
of artificial intelligence, changing trends in market etc. In context to, Marriott hotel they have
also evolved business by adopting technology such as use of robots as waiter, Alexa etc. Time
and manpower effort are minimised and used in other core activities of business. With help of
digital marketing they been able to take room bookings, feedback, preferences online which has
increased firm market and profit share comparing to their competitors.
Environmental Factors- Further comes the environmental factors which includes
climates, temperatures, weather etc. So, it is essential for entities to focus on these factors
because business operation and functions are dependent on environmental factors (Filimonau
and Naumova, 2019). Climate and weather are crucial because business can only carried out

their activities when region or location is in stable form. Marriott hotel uses these factors
because it assist business in determining customers and resources outcomes. Digital marketing
tools and platforms assist in evaluating these environmental factors.
Legal factors- Legal factors have deep impact on business performance because they are
external factors which includes immigration, contract, agreement etc. It is responsibility of the
firm to focus and overcome or maintained these factors so that business can perform their
operations in effective manner. When these factors arises they distract organisation from their
objectives. In relation with Marriott hotel, they properly maintain the legal factors with their
legal team. Digital marketing is also affected by these factors because information and data are
saved online, so there are chances of misuse of information and money laundering (Fyall and et.,
al., 2019). Thus, Marriott hotel has improved their security management system with more
secured tools, software and hardware through which data mining cannot be done by third party
without permission of firm.
After a brief analysis it is concluded that every organisation is responsible for its own
actions and bear outcomes by itself. Digital marketing assist business to grow and develop at
wider level. Entities are using strategies as well as tactics to overcome from their competitors.
So, PESTEL analysis is tool which is used by marketers to analyse opportunities and different
market growth area. Hence, a organisation maintain their operation and functions in effective
way.
TASK 2
Key digital tools, programs and channels of Distribution used by various organisations and
comparing its digital existence
An organisation or business are adopted digital tools and techniques in order to direct
their operations and functions. Further, digitalisation is taking spot and became portion of every
day life of personnel. In current premises digital tools and techniques is the most usually used in
boosting and marketing activities through an organisation. Hospitality business are also
developed by the existence of digital and using digital tools for marketing their offerings so that
they reach to maximal people. In addition to this, digital marketing tools which are adopted by
Marriott Hotel for offering the marketing and force to their possible end users. Furthermore, it is

a combination off digital programs and channels of distribution which Hilton Hotel is utilised
for marketing in reference to Marriott Hotel.
Marriott Hotel
Digital marketing tools are used by Marriott Hotel which are very useful for the effective
and efficient market. Marriott Hotel are investing their funds of 38% in digital marketing for
raising their effectiveness and their uses (Guchait and et., al., 2019). This is done in regular day
to day with increasing competition that required changes within the market place. Moreover,
these marketing tools incline their existence in digital and also aid in controlling the growth to
sustain in the market for a longer time. This lead to the increasing customers base for the
development of a company. There are few tools which is described in reference to Marriott are as
under:
 Google Ads: Marriott Hotel is exploit Google Ads for marketing digital that is almost
determining marketing channels of distribution. By Google Ads the company is adopting
large amount of people for the advertisement popular for the customers which they are
inquiring for the same thoughts with the request of google (Gustavo, 2019). This further
includes cost effective tool of marketing which is able to enhance the customers by
extend to large amount of people and then transferring them within the possible
purchaser.
 Social media: This is very usually used and digital marketing programmes is social
media. It further involves many transmissions such as twitter, Instagram, Facebook and
their own website. In addition to this, there are various channels in relation to Marriott
Hotel which is used by communicating information to the public for their activities and
operations. In addition to this, Marriott Hotel is advertise a poster on Instagram,
Facebook and twitter accounts for conveying the information to the public about the
current holiday packages which is evolved for various sections of community for target
their existing possible customers.
Hilton Hotel
Hilton hotel utilise the marketing digital with 38% and more that are invested in online
market which covers about one billion people that is very next to explore the business very
fastly. Further, the company uses animated and creativity contented for drawing more customers.
In addition to this, they utilise few digital tools and techniques and various programs to increase

and explore the firm for the productivity. Hilton hotel do not lapse this job opportunity after
using their digital marketing tools.
 Modern traveller: These are the people which are interconnected with the new
technology and their surveys through internet. This traveller involves efficiently and
effectively enjoys luxury sleeping on the basis of five star hotel. In addition to this, these
people are concerned in quality and quantity of a healthy and standard life. With
reference to Hilton Hotel, the manager evolve the strategy for the digital programs to
target the modern traveller which are highly friendly and survive their life to luxury
standards (Inanc–Demir and Kozak, 2019). Hence, the organisation uses this program to
interconnect with the end users. Therefore, they also uses the social media for the
advertising of hotel to large number of people.
 Social media: In current scenario, the people are more concerned with communicating
their ideas and opinions which are very essential for the growth of a business through
social media. In addition to this, digital marketing is plays a significant role in all the
aspects of online business. Their main aim is to use of social media is to convey their
ideas and experiences of using low cost production by advertising of hotel through
programmes. Hilton hotel boosts its business while this includes large amount of people
such as Facebook, Instagram etc. (Ivanov and Webster, 2019).
 Search engine and official website: It is defined as the process of enhancing the quality
and quantity of website aggregation through exploit the perceptibility of webpage to
different people. This include most of the travellers which uses their authorized website
to increase the grow the believability of hotel group members. The manager of hotel set
various strategies and gives them possible results. The company uses various channels of
media for evolving the innovative website that occupy people and also modify elasticity
rates.
TASK 3
Create an effective plan for digital marketing activities in order to support Marriott Hotel
Hospitality industry is considered as one of the fastest leading industry which creates
huge growth and development in the economic system of the nation. In context of Marriott
Hotel, it has been identified that the company generally operates its functionality in order to

provide services to their customers. By providing high quality services to their customers,
company will be able to grab attention from large number of individuals and maintain
competitive advantages at the marketplace. In context of Marriott Hotel it has been identified
that the company is doing huge amount of investment in digital marketing so that they can
enhance their profitability at the marketplace without any hurdles and obstacles (Kriechbaumer
and Teare, 2019). Apart from this, there are rivalry firms present at the marketplace which
influences the overall profitability of the company some of these competitors are IHG, Hilton
Hotel, Four seasons and so on. In order to deal with rivalry firms as well as for gaining
competitive advantages at the marketplace, Marriott Hotel create a plan for their two new
extensions are going to be discussed as follows:
a) Luxury business section
Examine the methods
It is the primary stage of plan in which Marriott Hotel examine and evaluate the methods
and channel in order to reach with more and more audience present at the marketplace in an
appropriate way. In context of Marriott Hotel it has been identified that the hotel have effective
and active staff member in relation to use digital marketing method as they highly adopt this
platform in order to promote their products and services they offer to their customers. Some of
these services provided by the hotel includes various holiday packages, food and restaurant
services and different types of house services (Perinotto and Soares, 2020). With the help of a
survey it has been identified that the majority of UK population use different online sources as
well as websites in order to gain information & data which is associated with the services and
products provided by company. It has also been analysed that consumer prefer easy &
comfortable activities by making online booking and avoid going to the place s physically for
booking their services. Different applications and mediums plays very essential role in order to
make booking easy and convenient for the customer. In context of Marriott Hotel, customers are
highly attracted towards their luxury services which assist them in order to attain their pre
defined goals in an effective and better manner within associate period of time. Hence, in
context of expanding the luxury business section, management team of Marriott Hotel examining
different sources of marketing medium which includes social media platform, Facebook, Google
Ads, YouTube, Instagram, Facebook & many more in order to promote their products and
services at the competitive marketplace. By using such marketing platforms, it can be said that

managers of Marriott Hotel can effectively manage as well as enhance their sales and different
functions which grab attention of individuals present at the marketplace. This as a result help
management team of Marriott Hotel to increase awareness about their offerings within the
society effectively.
Creating objective
Once, all the methods and channels are being examined next phase is to develop
appropriate objective so that the whole performance can be improved of Marriott Hotel (Rather
and Hollebeek, 2019). In reference to Marriott Hotel some of the objectives are going to be
developed which are as follows:
 To raise their its revenue by 15% within one year.
 To maximize the customer base by 25% within next 6 months.
 To enhance the overall online presence by using different digital channels, mediums,
platforms as well as tools.
For accomplishing all the above mentioned objective it is required by the management
team of Marriott Hotel to focus on maintaining the quality of products and services they offer to
their customers so they can retain them for a longer duration of time. This can easily be done by
them with the help of doing effective market analysis as well as considering needs and wants of
consumers, their preferences and tastes. By adopting such practices effectively, managers can
easily serve unmatched experiences to the clients and retain their potential & loyal customer
towards their organization for long period of time.
Examine target audience
Marriott Hotel is one of the biggest hospitality organisation highly emphasize on quality
apart from the price of products and services. Targeted customers of Marriott Hotel includes
those families who wants to spend their holidays with luxury class individuals (Saura, Reyes-
Menendez and Palos-Sanchez, 2020). Reason behind targeting high society people is that they
are highly associated with digital marketing techniques and internet services which aid Marriott
Hotel in enhancing their brand reputation and publicity at the marketplace within short period of
time.
Generate integration
It is the ending phase of the plan in which marketing team of Marriott Hotel combine
both online as well as offline methods of marketing and promoting goods and services in order to

produce positive outcomes. With the help of these methods, managers of Marriott Hotel can
easily understand the needs and wants of their target customers. This will encourage them in
achieving their targets and gaining competitive benefits at the marketplace. As a result this
strategy assist Marriott Hotel in enhancing their consumer base which leads to more profitability.
b) Active holiday seekers Identifying the methods: It is the starting stage where management team of Marriott
hotel decides to expand their business and for this they take effective initiative in order to
create more profitability in their travel segmentation. This will be done by using online
and internet techniques so they can attract large number of people towards them. For this,
marketing managers of Marriott hotel adopt email, different social media channels,
promotional and advertisements with offline as well as online methods (Silva and et. al.,
2019). With the assistance of these channels, Marriott hotel can easily attract ample
number of individuals from all over the world and can easily beat the competition present
at the marketplace in an appropriate and effective manner. Developing objectives and goals: As per this method, managers of Marriott hotel can
easily identify the marketplace as well as the current situation by executing appropriate
strategic decisions in order to accomplish the sales & targets within specific time period.
It assist in determining best and most suitable objectives for Marriott hotel where the
primary objective is to collaborate different values, culture and beliefs so they can create
healthy, positive and strong relationship with their consumers. Identifying target audience: According to this element, Marriott hotel identify their
potential consumers and examine who can provide best contribution to the company in
order to increase their overall profitability and capability (Tsourgiannis and Valsamidis,
2019). Furthermore, in order to maximize the sales level in context of travel division,
management team of Marriott hotel target young people and families where they provide
offers like adventure tour, historical tour, vacation package & many more. This will
assist them in generating more profitability as they can easily expand their sales by
fulfilling all the needs and requirements of customers according to the current trends.
Along with this, by satisfying the needs and wants of consumer large number of existing
consumers stays loyal towards the company.

 Generate integration: As the present environment is rapidly growing, people prefer
attractive and unique methods of communication channels. In the present context of
Marriott hotel company adopt various communication channels in order to beat the
competition available at the marketplace and grab attention of large number of people
towards their offerings. With the assistance of executing effective techniques and
strategies company will be able to improve their relationship with customer (Dewnarain
and et., al., 2019). Also they discover new and latest trends so they can attract consumers
towards the organisation. Apart from this, by examining integration methods, it assist in
supporting Marriott hotel in attaining, overviewing as well as recommending suitable
experience by developing products and services. This will help them in gaining
competitive advantage at the marketplace.
TASK 4
Methods to evaluate, monitor and measure digital marketing effectiveness
In the present competitive marketplace, every organisation requires unique promotion
style or services with the help of which large number of customers will be attracted towards the
company. Some business entities adopt digital marketing technique so that they can create
awareness at the marketplace about their products and services in order to enhance their sales
and revenues (Dinis, Breda and Barreiro, 2020). Along with this, it is a tool which assist in
increasing the market share of the company and beat the available competition in an effective
manner. By examining tools of digital marketing it has been identified that it is required by every
business organisation to perform it in an appropriate manner with the help of marketing
campaign. If the expectations and needs of customers will be not be fulfilled it might create
negative impact on the whole performance. In this scenario, main reason behind failure as well
as success of the business organisation highly based on lack of skilled staff, marketing
campaigns, innovation, creativity, high quality materials and for this success of business needs to
be monitored of digital marketing campaigns.
With the assistance of examining above stated information as well as developed
marketing plan of Marriott hotel expanding their market share by luxury business section &
active holiday seekers it has been said that there are different methods which assist in measuring,
evaluating and monitoring. Some of these methods are going to be discussed as follows:

CTR (Click through rate): This is one of the most prominent way in order to identify the
efficiency as well as the most appropriate marketing mediums which are used by Marriott hotel
for examining the total number of individuals which are visiting on the webpage. In this method,
people who visit on the companies website for getting the information and data about services
offered by organization. By using this method, business organisations can easily examine
different elements as well as mind of their target customers and market (Filimonau and
Naumova, 2019). For this, managers of the company can take effective actions in order to
enhance customers purchasing attitude without any kind of hurdles.
Questionnaire: It is the most traditional approach used by organization in order to gather
data from respondents so they can take effective decisions in an appropriate and required
manner. In relation to Marriott hotel, managers use this method in order to collect information by
examining and reviewing the requirements and thoughts of individuals which assist them in
taking effective decision for accomplishing their goals within given time frame. It also helps
Marriott hotel in order to do business expansion for the profitability and enhancing market
share.
Therefore, with the assistance of above mentioned discussion it has been identified that
there are different methods assist Marriott hotel in order to explore their target market as well as
increase their sales in an effective way. This will also aid them in raising their customer base at
the competitive marketplace in a suitable and effective manner (Fyall and et., al., 2019).
Furthermore, these methods will also help in attracting large number of consumers as people
available at the marketplace are very well aware with the offering.
CONCLUSION
With the assistance of above stated discussions, it has been concluded that digital
marketing helps an organisation in enhancing their efficiency and performance at the
marketplace which increases their profitability a well as sales. It is very important for an
organisation to adopt digital marketing so they can survive at the competitive marketplace for a
longer period of time. It has also been analysed that it will assist in enabling digital marketing
techniques in order to examine taste and preference of customers and then fulfil their needs by
taking effective decisions to gain competitive edge. Apart from this, by using PESTLE analysis
external environment can easily be examined which assist in developing decisions according to
the changing situations. Also developing an effective digital marketing plan help in

understanding the challenges present at market place which as a result help in maximising
productivity as well as performance of the company at market.

REFERENCES
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Dinis, M.G., Breda, Z. and Barreiro, T., 2020. Digital Marketing Strategies of Destination
Management Organizations: An Exploratory Study. In Strategic Business Models to
Support Demand, Supply, and Destination Management in the Tourism and
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Filimonau, V. and Naumova, E., 2019. The blockchain technology and the scope of its
application in hospitality operations. International Journal of Hospitality Management,
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