Marketing and PR plan for Marriott Hotel

Marketing and pr plan for Marriott hotel
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Marketing and PR plan for a hotel
PURPOSE OF REPORT
Marriot International has been in existence for more than 80 years, and with continued expansion the hotel and lodging chain has gained recognition or good quality service deliver, integrity and innovation (Marriott, 2007). Marriott has a wide distribution network allowing the loyal customers to enjoy their services in different countries. In other words, there has been brand awareness through marketing and PR strategies, but there is concern that some customers feel that they are charged exorbitant prices for some services. For instance, there was uproar when the hotel decided that customers would increase their tips placed in special envelopes in order to pay for a fraction of the hotel maids pay (Ratti report, 2014). The Marketing and PR plan aims to improve the hotel’s online presence and brand awareness as this creates a platform where interested customers become loyal to the brand.
BACKGROUND OF ORGANISATION:
Marriott has relied on the company’s website Marriott. Com, to engage customers, and with the popularity of social media, there is a need to improve the website’s design (Marriott, 2007). Online marketing plays a critical role towards improving the hotel’s visibility, as the company’s website is popular among retail customers. The digital marketing segment is responsible for identifying and choosing the most optimal strategic decisions that would enhance profitability, while also engaging with the stakeholders. In essence, personalization of the website has been vital to enhancing the hotel marketing strategies in the lodging industry (Boardroom Insiders, 2015). It is noteworthy that the company’s website has been adapted to respond to Web content shifts, meaning that visitors using mobile devices are able to access the online platform with ease (Boardroom Insiders, 2015). Improving online user experience is marketing strategy, and the website as well as online platforms will be synced to make it easier for visitors to get for what they are searching for.
Marriott international has increased its social media presence in order to reach out to more customers, but the digital marketing techniques fail to adequately engage customers. Additionally, through data analysis the non productive marketing efforts will be eliminated, and Google analytics will complement this function. There is a need to change the online platform engagement through having better digital marketing options. The company has used the engaging social media outlets to engage customers, but it has also failed to engage the message recipients in a way that would improve brand recognition. One of the main problems is that the communication does not cater to the pre-existing customer needs because of failure to understand their preferences. The marketing is aimed at a wide audience, but when communicating to an individual person, the message is not tailor made to their needs and preferences. When there is no proper background check, the message may fail to create excitement or compel action form customers and potential customers.
VALUE PROPOSITION
There are various ...