Hospitality Digital Marketing Report: Marriott Hotel Analysis and Plan

This report provides a comprehensive analysis of Marriott Hotel's digital marketing strategies. It begins with an introduction to hospitality digital marketing, emphasizing the use of online channels to enhance brand presence. The report then delves into an environmental analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors influencing Marriott's operations. Key digital tools and platforms, such as Google Ads and social media, are discussed, along with a comparison of their digital presence. The report further outlines a digital marketing plan tailored for Marriott, detailing specific activities. Finally, it explores methods for evaluating, monitoring, and measuring the effectiveness of digital marketing efforts. The report highlights the importance of adapting to changing digital landscapes and leveraging technology to reach a wider audience and improve customer engagement.

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Develop the digital marketing report on Marriott hotel and require to provide an
environmental analysis in detail manner ....................................................................................3
TASK 2 ...........................................................................................................................................5
Key digital tools, platforms and channels used by various organisations and comparing its
digital presence............................................................................................................................6
TASK 3............................................................................................................................................8
Develop a plan for digital marketing activities to support Marriott Hotel..................................8
TASK 4..........................................................................................................................................11
Methods to evaluate, monitor and measure digital marketing effectiveness............................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality digital marketing refers to developing and maintaining the presence and
existence of hotel by using online channels and its defined channels which are system based and
helps in creating and developing the value of product from the customer to producer. Digital
marketing is firstly introduced in 1990s to 2000s and make modifications in its marketing
methods of developing business and also make use of suitable technology in business
environment (Adeyinka-Ojo and Abdullah, 2019). Digital marketing is useful in enhancing the
various segments of organisations in order to reach to new customers and acquire more and more
market segment. This marketing method supports the digital technologies in order to advertise its
goods and services and it is mostly done with the help of internet. This report describes the
understanding of opportunities and challenges which impacts the digital conditions and also
analyse the basic digital tools which is used by hotel companies. Additionally, it identifies the
digital marketing activities and also develop various channels for hotel. At last, it also evaluates
the various methods of monitoring and measuring the digital activities in an effective manner in
terms of Marriott which is a multinational diversified hotel company which manages the broad
functions of hotels and other related facilities.
TASK 1
Develop the digital marketing report on Marriott hotel and require to provide an environmental
analysis in detail manner
Digital marketing assist in promoting the product and its services to the larger people and
it also provide ease to support the business to earn more profit in a shorter time span. Digital
marketing enhances the area of companies or marketers to reach new customers and grasp more
and more market segment (Dewnarain and et., al., 2019). Pestle analyses is the strategic tool
which stands for political, economical and technological factors. Marriott hotel must use such
kind of factor which help to understand the market effectively. Further it also involves the effect
these factors on Marriott hotel revenues and its long term growth prospects. Here is the detail
explanation of pestle which is explained down below:
Political factor: This factor is consist of different laws such as trade policies,
international trade law, digitization and different norms and policies. This also impact how the
government of respective nation sees the digital presence of the company. As different nation

have there own set of laws and regulation for so company like Marriott hotel to identify all the
norms as well as regulation for the smooth functioning of the hotel. For country like UK the
political environment is stable and the government support the organization to expand the
business effectively. Hence this provide opportunity to Marriott hotel to expand the business and
provide high services to consumer (Dinis, Breda and Barreiro, 2020). For example in different
countries like Vietnam and North Korea the internet is banned and on the other hand UK
legislation body promotes digitization as to provide convenience to visitors. Further the political
climate of nation is supportive and provide different platforms to company to explore and expand
business effectively. The major challenges of this factor is to tackle the changing rules and
legislation of nation and keep update about the new policies. There is vast opportunities present
such as government support through which firm can expand.
Economical factor: National and international environment situations and the events
impact the situations which are the major factor which impact the Marriott hotel and the
business. This include inflation, interest rate and the gross domestic product. If the country has
the has low business which indicates that people have less incomes respective to develop nations.
In the case of UK the digital marketing have the significant role in improving the scale of
business as this aid to provide better services with the assistance of digital technology. The
government is spending more the cloud computing and virtual marketing as to facilitates uses
with the new experience. Hence the vast expansion in the digital marketing and technology have
increase the economy of the country and have support in enriching the life of people effectively.
The main difficulty of this particular factor is Brexit as this impact the sales and growth
opportunities to an extent. On the other hand there is opportunities for the company to bring new
customer to developed nation for earning more profit.
Social factor: These are the factor which consist of individuals needs and preference.
There are different factor which effect the requirements of person as because of there
backgrounds and environment of particular nation. In UK the population is more towards
digitization and they usually work upon different platform such as Facebook, Twitter, LinkedIn,
YouTube and etc. Most of the people use technology to day to da activities as this provide
opportunities for Marriott hotel to implement digitization for there customer (Filimonau and
Naumova, 2019). This method aid organisation to provide better services and also provide
convenience for user to book hotels and also can conduct payment with the help of digitization.

The major hurdle for the company is to understand the needs of user as they are very dynamic in
nature. Hence this can also become opportunities for the organisation as to improve their sales
for longer time period.
Technological factor: As the name suggest, technological factor consist of advance
technology, automation and innovation to empower the economy and productivity of the nation
as well as organisation. These all factor help in company to provide better services to consumer
which help in increasing sales and revenue for the company. In the context of UK digitization
most of the people depend upon the technology and prefers innovation product for convenience.
There has been drastic change in technology in present UK as most of the organisation have done
full automation in hotel as to attract the customer. In this case Marriott hotel management should
implement new technology such as pre booking with apps and chat box for customer to clear the
doubts regarding hotel. With such intention the UK digitization sector can improve the positing
of the company effectively. As technology comes with high price and funds can be major
challenge for the company. Apart from this there are vast option present as with the help of
technology company can capture large market share.
Legal factor: This is consider as most essential factor in the organisation as it is essential
for the company to follow all the rules and regulation as per the needs and requirements of the
government. This factor include policies, government rules and regulation. These laws have
direct impact on the organisation so management is responsible to abide all such rules for proper
and smooth functioning. In the aspect of legal factor the UK is adhering and complying all
legislation or laws which aid to provide stability in the government (Fyall and et., al., 2019).
Furthermore the government bodies have several department for managing and controlling the
digitization activities in order to minimize risk and uncertainty present in the market. This is
feasible for the company like Marriott hotel to expand the business activities by using all the
norms which falls under government of UK. Apart from this this, legislation body support the
digitalization which is beneficial for the company to support and expand the business for the
longer time duration. It is difficult task to understand the different laws of nation and HR have
major challenge to expand and follow all the rules as per the guidelines.
Environmental factor: This factor have recently plays an vital role in as there have been
rise in temperature and climate change which concern every nation and companies. This also
impact on the digital services for hotel as government has made different laws and regulation for

preventing the environment which cause pollution generated by different companies. For UK the
government as well as population is highly concerned about the climate change as this become
prime responsibility of the company to use less carbon emission and provide better and safe
environment of people. For the organisation like Marriott hotel the management have to
improvise the plan and implement new policies which are beneficial for the company to produce
less carbon and this method will create awareness and brand image of the company at larger
scale. Along with this, organisation must use 3R(Reuse, recycle and reduce) techniques as to
support the nature. With such contribution entity digitalization can increase the customer base
and able to capture larger audience for a longer time duration. The main challenge for the
company is to reduce carbon footprint as make a safer environment. Hence there is immense
option present in the market to provide healthy services to consumer.
TASK 2
Key digital tools, platforms and channels used by various organisations and comparing its digital
presence
Digital tools and techniques are widely used by businesses and organisations for
conducting their operations. Digitalisation is taking place and becoming part of every day life of
individuals. In present scenario digital tools and techniques are the most commonly used in
promotion and marketing actions by the organisations (Rather and Hollebeek, 2019). Hospitality
industry is also developing their digital presence and utilising digital tools for marketing their
offerings in order to reach to maximum population. In this section of the report, digital marketing
tools which are used by Marriott Hotel for marketing their offering and attracting potential
customers are discussed.
Marriott Hotel
Digital marketing tools used by Marriott Hotel are as follows which are helpful for them
to effectively market their different offerings online. Marriott Hotel is investing almost 38% of
their investments in digital marketing for enhancing its use and effectiveness. This is due to day
to day increasing competition and aggressively changing marketplace. These marketing tools
upgrades its digital presence, assist in attaining sustainable growth and increasing customer base.
Some tools which are used by Marriott are as follows:

Google Ads- Marriott Hotel is using Google Ads for digital marketing which is one of
the most influencing marketing channel. Through Google Ads company is reaching to maximum
number of people as the advertisement pops up on screen of users while they are searching for
the similar suggestions on google application. This is a cost effective tool of marketing enabling
Marriott Hotel to increase their customer base by reaching to maximum number of population
and converting them into potential buyers or guests.
Social media- Another very commonly used and digital marketing platform is social
media. It includes numerous channels such as twitter, Instagram, Facebook and own website
(Saura, Reyes-Menendez and Palos-Sanchez, 2020). These are few channels which Marriott
Hotel uses by which they render information to public about their operations and activities. For
instance, Marriott Hotel is placing a poster on their Instagram, Facebook and twitter accounts,
informing public about the new holiday packages developed for different segments of society
targeting their existing potential consumers. This part include various channels which are
discussed as under: Instagram and Facebook: These social media channels are considered in the trends and
also plays an important role in order to attract many customer. In respect of this,
nowadays organisations want to attract youth and teenagers which becomes possible by
using these channels in order to market and promote its products. Firstly, these channels
are effortless and does not include any sort of charges. By determining the current usage
of internet, it is determined that many youth use these channels and to attract them with
this method is helpful for them to increase their sales and revenues (Tsourgiannis and
Valsamidis, 2019). Twitter: It is an app or social media channel which covers all the trending topics that are
hugely rated and its is somehow considered as the trend as most of the news and trends
gets viral from twitter at a very rapid rate. Through this, various topics becomes popular
by concerted efforts through its users or due to various events which prompts people to
talk regarding the particular topic.
Modern Traveller- This are the persons who are connected with technology and internet
savvy. This traveller travels efficiently and enjoys luxury that means sleeping in a five star hotel.
These people interested in quality over quantity and follow a healthy life. In context of Marriott
hotel, manager makes a strategy to go with digital platform for this they target the modern

traveller person who are internet friendly and live their life very luxurious (Silva and et. al.,
2019). So the organisation use this platform to connect with their customer which is the top
priority. Here they use the online media to advertise their hotel group because the traveller
seeking person finds the new place on that.
Social Media- In today's world people are most conscious about to share all their
experiences and opinions very importantly good one about business on social media. In this
digital marketing is the important aspects especially for online experiencing. In this Marriott
Hotel use social media to attract and retain their customers for a long period of time. The motive
of using social media is most people share their experiences while using this and it contains low
cost on advertise Hotel on this platform. It is one of the best leading opportunity to enhance or
grow their sector in different sectors. Marriott promote their business where there are number of
audience is present like Facebook,Instagram etc. the best digital tools to make a online social
media account which describes services and ambience creatively in front of wide number of
people. It is the best source to engage and participate online media as well.
Search Engine and official website- It is the process of increasing the quantity and
quality of website traffic by maximising the visibility of webpage to the persons. It is the
improvement of natural results which excludes direct users. Today' s fashion is people like
independent research rather then going to the travel agent. Most of the travellers use search
engine or they use official website too enhance and grow the credibility of their hotel group.
Manager use search engine because it is the unpaid strategy and provide relevant results. Here
the company use visuals add and media for developing the innovative website that engage
audience and improve bounce rates.
TASK 3
Develop a plan for digital marketing activities to support Marriott Hotel
Hospitality industry where Marriott Hotel operates its business function is turning
competitive and challenging with every passing day. This directly impact over organisation in
order to be effective and potentially attaining competitive position in marketplace (Tsourgiannis
and Valsamidis, 2019). In this report it is mentioned that Marriott Hotel is making huge
investment in digital marketing for maximizing their profits without any obstacles. There are
several competitors who are challenging Marriott Hotel in marketplace such as Marriott Hotel,

IHG, Four season hotel and many more. For dealing with competitors and attaining competitive
advantage Marriott Hotel is developing a plan for its two new extensions which are made below.
a) Luxury business division
Identify the channel
This is the first step of the plan where Marriott Hotel analyse or understand the channel
for reaching to its audience in an effective manner. Marriott Hotel, they are an active member in
terms of using digital marketing platform as they are most likely use numerous digital platforms
for marketing their goods and services which they are offering to people, such as different
holiday packages, restaurant services and other in house services. 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 (Rather and Hollebeek, 2019). Also, consumers make prefer ease and
comforts and rather than going to hotel and other hospitality service provider they prefers
making bookings online using different applications and media channels, which is another
beneficial part for Marriott Hotel. 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 manner and in given time frame. 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, Instagram, Facebook and twitter for promoting and
marketing their offerings. Through these marketing platforms Marriott Hotel can smoothly
manage its sales and other operations, also attract larger population of the society. Enabling
Marriott Hotel in increasing its brand awareness in global marketplace
Developing objective
Once, channels are identified the next stage of of developing an objective for enhancing
overall performance of Marriott Hotel and operating in better manner. In case of Marriott Hotel
its objectives are as follows:
 To increase its revenue by 25% in next one year.
 To enhance its customer base by 20% in next 9 months.
 Also, to increase its online presence through digital channels, platforms and tools.
In order to attain all these objective Marriott Hotel is concentrating to maintain its quality
and rendering best products and services to its visitors or guests. This is done by conducting

thorough market analysis and considering consumer demands, tastes and preferences. These
practices allows Marriott Hotel to serve best experiences to their customers and attain best
responses from their targeted audiences.
Determine target audience
This dimension is in context of identifying and distinguishing best suitable customer
base or segment of society, which are helpful in improving the market share to size. Marriott
Hotel, mainly focus on quality rather than pricing strategy (Saura, Reyes-Menendez and Palos-
Sanchez, 2020). The targeted audience of Marriott Hotel are families who desires to spend their
vacations with luxury and business class people. The main reason behind targeting higher class
segment of society is they are more in touch of internet and digital tool which enable Marriott
Hotel to reach them quickly increasing their brand publicity.
Generate integration
This is the last stage of the plan where Marriott Hotel marketing team management will
take steps for combining its online and offline channels of marketing and make them work
together for gathering effective results. Integrating different marketing channels enable Marriott
Hotel to understand needs of individuals or their target market segment. It will motivate them to
take corrective actions for gaining competitive advantage. This strategy will allow Marriott
Hotel to increase their customer base and enhance their buying experiences
b) Active holiday seekers Identifying the channels: It is considered as the basic phase in which Marriott hotel take
suitable initiative and wishes to expand its business in all over the world and because of
this, also earn profitability ratio of its travel segments. So, with the increment rate of
using the online methods and internet techniques among the population, Marriott hotel
can make suitable attempts for the use of social media marketing channels, e-mails and
advertisements with the help of both offline and online methods and search engine as
well (Guchait and et., al., 2019). By opting these kinds of channels, it empowers the
Marriott hotel in attracting the attention of people across the world and also enhance its
overall proficiency ratio among competitors. Developing objectives: Under this method, Marriott hotel can determine the market and
its probable conditions on the basis of implementing the best strategic decisions to
achieve the sales and probable targets in specific time. It helps in identifying the suitable

objectives of Marriott hotel and its main objective is to combine the various culture,
values and beliefs in order to develop strong and healthy relationship among customers
and organisation. Determining target audience: Under this factor, Marriott hotel determine its consumers
and analyse that who can give their best and probable contribution towards in order to
enhance the capability of an organisation and its profitability ratio. In addition to this, for
attaining the enhanced level of sales within the travel division, Marriott hotel can easily
target the families and youth travellers as due to this, it offers various services such as
adventure tour, vacation package and so on (Gustavo, 2019). Because of this, it also
allows them to expand their overall sales and profitability as it helps in enhancing the
overall sales and performance which helps in fulfilling the current trends of customers
tastes and demand in suitable manner.
 Generate integration: Because of the rapid growth among people, they prefer various
channels of communication as it empowers the Marriott hotel and integrate its methods in
different marketing communication channels to deal with all kind of competitors and
competition in an unique manner. By implementing suitable strategies and techniques, it
assist in improving and enhancing the customer relationship and also helps in discovering
the new and probable trends to attract customers. In addition to this, by analysing the
integration channels, it helps in supporting the Marriott hotel in acquiring, overviewing
and suggesting their probable experience from the development of goods and services.
Because of this, it helps in attaining the competitive advantage by their performance
among the competitors in an suitable manner.
TASK 4
Methods to evaluate, monitor and measure digital marketing effectiveness
Many organisations are trying to use digital marketing tools in effective manner in order
to create and promote the awareness of products among the customers and market. By analysing
the digital marketing tools and techniques it is determined that it needs to be conducted in
effective manner by marketing campaign as short fall of expectations can fail to reap a successful
result from all the suitable efforts (Inanc–Demir and Kozak, 2019). In this case, reason behind
the success and failure of business depends on the lack of marketing campaigns, creativity,

quality materials and skilled personnel as due to this, success is monitored and performance of
digital marketing campaigns.
By determining the above information and discussed marketing plan for Marriott hotel
expansion of market which is the luxury business divisions and active holiday seekers.
Therefore, there are various types of methods which are helpful for Marriott hotel are monitored,
evaluated and measured in prominent manner are discussed as under:
CTR (Click through rate): It is the prominent manner to measure the efficiency and the
suitable marketing channels which are enabled by Marriott hotel in order to evaluate the number
of people in relation with visiting the webpage and also take considerable and suitable actions
which are based on the overlooking services (Ivanov and Webster, 2019). With the help of this
prominent method, companies can analyse the various attributes and frame of mind of targeted
market and customers. For this, they can also take corrective actions to improve the buying
behaviour of consumers with suitable method without any sort of hurdles.
Questionnaire: It is considered as the most old and traditional method to collect
information and data from the suitable respondents to take suitable decisions in prominent and
best manner. Therefore, in relation with Marriott hotel, from the suitable use of this method helps
in enabling the organisation for collecting the exact and relevant information by reviewing and
suggesting from it to the population too and also allows them to make clear decisions with
suitable solutions for the predetermined objectives and issues in an improved manner
(Kriechbaumer and Teare, 2019). By considering this way, it supports Marriott hotel for the
expansion of profit and also enlarge the market share among business rivals.
Return on investment metric: By analysing the above scenario the marketplace of
company, this method is considered as the most effective and prominent as it is one of the best
and prominent manner to evaluate and monitor the overall performance of marketing plan.
Therefore, it is the application of ROI metric, as it helps in examining the potential of
competitors in order to apply best and effective method to acquiring the suitable position in the
hotel sector (Perinotto and Soares, 2020). In addition to this, it is cost saving method which is
useful in analysing the benefits of Marriott hotel in order to reach to potential customers without
and sort of time limit and barriers.
Therefore, different methods which are discussed in above section helps the Marriott
hotel in exploring the target market and sales in effective manner as it helps in improving its

customer base in suitable manner. In addition to this, it also helps in motivating and generating
the response of customers as it helps in achieving the competitive advantage.
CONCLUSION
Thus, it is concluded that to survive in the dynamic business environment in effective
manner, digital marketing plays an important role. In addition to this, it also helps in enabling the
digital marketing methods to cope up by analysing the taste of customers and their preferences
and also useful in making suitable strategic decisions to achieve competitive advantage.
Furthermore, PESTLE analysis is done in order to identify its external factors and also develop
suitable strategic decisions for the expansion of company by analysing the market share and size.
In addition to this, the development of digital marketing plan which allows and understand the
market challenges and also lead to enhance the productivity and performance of market in
revised manner.

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