Digital Marketing Strategies Analysis: Quest Apartment Hotels

This report provides a comprehensive analysis of Quest Apartment Hotels' digital marketing strategies, focusing on its Australian branch. The report begins with an executive summary and table of contents, then introduces the importance of digital marketing in the hospitality industry, specifically examining Quest Apartment Hotels' website and its web business model. It identifies the target market, analyzes the dynamic factors influencing the industry, and conducts a SWOT analysis to assess the company's internal strengths and weaknesses. Furthermore, it applies Porter's Five Forces and PESTLE analysis to evaluate the competitive landscape and macro-environmental factors. The report also critically evaluates the website using the 7Cs of customer interface and the 7Ps of the marketing mix, offering insights into its effectiveness in attracting and retaining customers. Finally, the report concludes with recommendations to enhance Quest Apartment Hotels' digital marketing efforts, aiming to improve its online presence, customer engagement, and revenue generation.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

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Executive Summary
This report gives a detailed analysis about the company Quest Apartment hotels, the analysis
of the hotel industry and probable recommendations that will help the hotel to take effective
measures and implement for the positive reputation of the company and for generating
revenues.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Overview of the website of Quest Apartment hotels.............................................................3
Opportunities of digital business and marketing....................................................................3
Target.....................................................................................................................................4
Analysis of the dynamic factors of the industry.....................................................................4
SWOT Analysis of the company............................................................................................5
Porter’s five forces.................................................................................................................6
Pestle analysis........................................................................................................................7
7C’s of customer interface.....................................................................................................8
7P’s of Marketing mix...........................................................................................................9
Conclusion................................................................................................................................10
Recommendation......................................................................................................................11

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Introduction
Marketing is one of the most important factors in the development process in most
industries. Marketing in the hospitality and the tourism industry is different as the purchase
decision is mainly based on the perceptions and the way pictures or images are projected and
through word of mouth rather than the experience. With the invention of internet and in the
world of globalization we can see that digital marketing has become one of the most effective
ways of marketing in the industry. This paper sheds light on the digital marketing strategies
of Quest apartment hotels.
Discussion
Overview of the website of Quest Apartment hotels
In the world of digitalization Quest Apartment hotels have come up with a website of their
own in order to market their schemes and the hotels directly to their customers. The website
provides images of their rooms with prices so that people can directly book rooms from the
site. However the website only provides images and there are no concrete details and the
guidelines of the hotels mentioned in the website that is necessary for customers. The web
business model of the company Quest Apartment hotels is selling services online.
Opportunities of digital business and marketing
In the word of digitalization, digital business and marketing are constantly evolving and
growing. By introducing a website of their own Quest Apartment hotels have gained an
opportunity to start a digital business and marketing. This will help the hotel to reduce the
costs and make the business more accessible to people. The direct business with the people
will help the hotels in gaining more customers and market to them directly as people these
days do most of their work online.

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Target
Quest Apartment hotels caters to both tourists and business travelers. The main
motive of the hotels is to promote and cater to the people who want to stay at homes and want
the homely experience in another country. The main target of the hotels are business travelers
as they have set up hotels that are close to business centers and they also cater to the tourists
as the hotels are also located near the tourist destination in the country Australia.
Analysis of the dynamic factors of the industry
The hospitality industry is a service industry that is dynamic and constantly changing.
The needs of the customers change with time thus the hospitality industry adapts to different
changes. The factors of the industry are the following:
Resources: The resources are one of the most important factors of the hospitality industry.
The resources of the industry have been changing with the different needs of the customers.
The main resource of the hotels is the rooms where they provide accommodation to their
customers. The rooms have been changing according to the needs of people and according to
the changes in society (Petrevska, Serafimova & Cingoski, 2018). The other resources like
the gadgets and the devices are also changing in the industry.
Services: The hospitality industry is a service industry and the services have been changing
according to the needs of the people. People have different desires and the change in society
also influences the behavior of the customers. The industry comes up with new services to
cater to the new needs as well as the basic needs of the customer.
Capabilities: The capabilities of the hotel industry are dynamic. The operation of the
hospitality industry is great and has the capability to adapt to the changes. The operational
and management changes have led to the success of the hospitality industry that has leaded
the industry to become one of the most successful industries (Kaur & France, 2018).

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SWOT Analysis of the company
SWOT analysis will be done to assess and analyze the internal factors of the Quest
Apartment hotels.
Strengths
Geographical location: The geographical location of the Quest Apartment hotels is suitable
for tourists as well as business travelers as the location is close to both the tourist destination
and also close to the business centers (Ariffin, 2018).
Structure of the house: The structures of the apartments are big and spacious and are
favorable as per the requirements of the people. The hotel also provides different rooms at
different prices based on the number of rooms.
Long rentals: The hotel provides long rental policy for people that have been beneficial for
many people who travel to different countries for business purposes.The company provides
long stays and also provides different schemes.
Weakness
Facilities:The facilities in the Quest Apartment hotels have had some problems. There is a
dearth of proper facilities in the hotels. The customers here do not get the basic necessities of
the modern times like Wi-Fi.
Service: The service of the hotel should be enhanced as the hotel has yet not implemented
creative and new ways to cater to the customers.
Opportunities

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Rise of tourists: There has been a rise of the tourists in Australia and this has paved way for
the hospitality industry in Australia. This will be beneficial for the company if they cater and
satisfy the needs of the tourists.
Rise of international conference: Globalization has paved way for international business.
Many international conferencestake place in Australia thus the opportunities of business
travelers grow (Song, 2016).
Threat
The growths of the new informal hospitality industry like Airbnb have become a threat to the
traditional firm of industry (Vila, Darcy & González, 2015). Mainly tourists want to stay in
these kinds of places because of the experience and the cheaper rates compared to the hotels.
Porter’s five forces
Competition in the industry-Quest Apartment hotels have a lot of competition in the market
especially from the informal tourism that is growing in Australia.
Potential of new entrants in the industry- There are many hotels that are coming up with
better infrastructure and better service which can be a huge competition for the company.
Power of suppliers- the power of suppliers is strong in the hospitality industry and can drive
the cost. The industry is a service industry that provides food and lodging. The food suppliers
can hike up the cost when the weather is not favorable for growing crops, fruits and
vegetables. Electricity is important and power suppliers can drive the cost as the hotels need
it (Tiew, Holmes & De Bussy, 2015).
Power of customers- The power of the customers is relatively low as they would like to pay
on the basis of the service they are receiving. If the services are up to mark then there will be
no problem for the customers to pay a higher amount.

7DIGITAL MARKETING
Threat of substitutes- This is high in the hospitality industry as there are new hotels and
motels coming up. If people don’t like the service of the hotel they might shift in some other
hotels according to their choice (DOGANCİLİ & TARAKÇIOĞLU, 2017).
Pestle analysis
This analysis will give an insight of the macro environment of the company Quest Apartment
Hotels.
Political factors
The political system of Australia is smooth and they have an effective legal frame work. The
political factor is essential and plays a huge part in the economy of the country. This helps the
hospitality industry to grow. The hospitality industry gets a support from the government.Any
change in the political system of Australia will directly affect the hospitality industry.
Economic factors
Economic factors include several factors like inflation, economic growth, taxation changes,
exchange rates and interest rates. Hotels try to capitalize on the tourists who bring a lot of
money to the industry.
Social factors
Social factors change and have a huge impact on the hotels. It is important for the hotels to
provide travelers or guests with the kind of arrangements they want.
Technological factors
The advancement of technology encourages hotels install the devices that are necessary and
are the current needs of the people (Guttentag & Smith, 2017). Hotels should install devices
for security and Wi-Fithat are the current needs as people need the internet all the time.
Environmental factors

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Weather changes in the environment impact on the hotel industries. The environmental
factors that affect the hospitality industry mainly are heavy rains, storms and floods. However
it does protect the guests who come from other countries.
Legal environment
It is important to have a legal framework for the hotel industry. Many changes occur in the
hospitality industry because of the changes in laws made by the government like safety laws
that are beneficial for the tourists and for the hotels as well.
7C’s of customer interface
The 7C’s of customer interface will help Quest Apartment hotel’s website to market
properly to the customers.
Content- The website has provided with images of the rooms that is helpful for the people to
make decisions as to which rooms they want to book for staying.
Community- The website is easy to use that will help customers to access and use it.
Customization- The site has been categorized on the basis of different rooms however there
is no customization options for the customers.
Communication- The website has a page about the hotels however does not provide a space
for the feedback of the customers or customers to upload their pictures on the website.
Connection- The website is independent and is not linked to any other site.
Commerce- The website has provided customers for online transactions that have helped the
customers book the tickets easily.
Context- The design and the layout of the sites are attractive that will help the customers to
book room here.

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The website is relatively new and has to make necessary changes to make it attractive to the
customers as there is lack of a few facilities that is important these days when making a
website.
7C’s of Customer interface
7P’s of Marketing mix
The marketing mix Quest Apartment hotels are the following:
Product- Quest Apartment hotels offer different apartments on the basis of number of rooms
and provide furnished apartments with kitchen and bathrooms.
Pricing- Pricing differs and is done on the basis of the type of rooms.
ContentImagesoftheroomsNecessaryinformationabouttheroomsandtheprice.Informationofavailablediscountsandschemes.CommunityEasytouseAccessiblebypeopleCustomizationNocustomizationavailableCommunicationOnewaycommunictionConnectionIndependentwebsite.Nolinkagetoanyothersite.CommerceOnlinetransactionavailableContextAttractivedesignandlayoutofthewebiste

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Place- The place chosen by the hotel is favorable for tourists as well business travelers for the
close proximity to tourist destinations as well as big corporate.
Promotion- Quest Apartment hotels promote their hotels and the services through their
website and through print and electronic media.
People- The extraordinary services of the staff and the food that is available here are great.
Process- The company has service blue print that helps the company to organize and ensure
service is being provided properly.
Physical evidence- The hotels provide with comfortable and suitable furnitures in the rooms.
The hotels provide with other facilities like gym and swimming pool.
The services provided by the company are useful and will be helpful for people that attract
people. These services are being marketed wit he help of the website by posting images to
show the customers about the services and products that is going to make people happy and
want to stay in Quest Apartment hotels.
Conclusion
Quest Apartment hotels are currently growing and has taken many suitable measures
that will help the company generate revenues. The location and the apartments provided are
favorable for both tourists and business travelers. The company has the potential to gain a
competitive advantage in the market because of the apartments they provide and the deals
they provide to the tourists. However, the company lacks proper facilities and services that
tourist these days require. The lack of basic technological facilities and the mediocre service
will hinder the growth of the company that can be detrimental in the near future.

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Recommendation
The Quest Apartment hotels are slowly growing in the market and are developing. There
are few factors that can help the company develop and grow faster.
 Quest apartment hotels can hire effective managers that may help the operations of
the company as there are certain problems and strict measures need to be taken to care
of the problems.
 The company should improve the services of the rooms and provide necessary and
basic needs of the customers these days. The company should provide free Wi-Fi that
the customers need and check before finalizing a hotel to stay in.
 The companies should try to make the rooms soundproof so that people do not get
disturbed by the outside noise that come from the streets as the hotels are located on
main roads.
 The company should promote their hotels effectively to attract the customers. The
company should make an attractive website and should provide pictures so that it
becomes easier for the tourists to understand book rooms. The company should
promote their company on new social media sites where most people are active on.