uational Analysis – Online Presence Strategy – Customer Persona

ONLINE PRESENCE
Growth in sales can be estimated but not guaranteed
Hilton.com Sell (contains offers for existing customers)
Serve (offers new packages, such as holiday packages,
Facebook family, honeymoon etc)
Instagram Save (less time spent on advertising and promotion)
Twitter
YouTube
Pinterest
Wikipedia
Google Improvement in customer services in order to maintain
Yahoo
Serve their status. To boost the purchase intent of current
consumers, stimulate subscription purchases by
Bing advertising customised subscription packs with fresh
offers and propositions for clients.

Online Prescence Competency Ranking Importance Rank The trilogy between customer to customer and
Justification
(cit a ti ons li nk t o j us ti fi cat i on r e s e a r ch)

Green – Good, Orange – Needs Work, Red - Poor

Speak business should see an increase During a year, to boost
website page traffic to the forum by 10%.
Speaking (allows brand to obtain insight into client
8/10 9/10 Visits 32.8M, Compared to the main competitors Marriot with (48.7M). High with 18.7M visits
All content of the website Duration of visits: The average duration of visit last for 5:08 (five mins and 8 seconds at Hilton hotel website wants) (allows brand to gain insight into customer
Of the website, provides
customer the service to make All page loaded: It takes the website 4s to load all page content needs)
online reservation check Bounce Rate: 34.67%
packages etc (similarweb 2021)
Language: 70% of the website uses are from English speaking countries but the website does provide options for the
non-English speaking costumers

Luxury stay promotion to draw customers more

6/10 8/10 Sizzle consumer-company engagement (as assessed by forum
The social media platform that 1.7M likes (Facebook, 2021) 12,765th likes rank. 34,647nd talking about rank link usage).
should be prioritised is Facebook Content: Using unoriginally created content. Mostly reposting from other content creators Reduce staff time spent on customer service issues (by
since it is Michael's most
Lacking photos. Facebook posts with photos receive an average 56% increase in engagement posts with images consumers assisting one another)
used/preferred app (see
customer profile), making it the receive 4.5 times more engagement than those with thout
most effective way to engage Lack of engagement, including replying to comments, asking questions Serve (gives the clients added benefits, a sense of
with consumers and strengthen Offers official website helps to sales community) (gives the customers extra benefits, a
existing connections (Chaffey &
Ellis-Chadwick, 2016) Offers reviews area allow consumers to speak (Chaffey & Ellis-Chadwick, 2019) sense of community) (Chaffey& Ellis-Chadwick, 2019)
(Babich, 2018)

6/10 7/10 Followers: 138k) Geographic division o Targeting particular consumer groups based on their
Because Facebook is Michael's
Average likes 5k-20comments are positive. geographic locations at the local, national, and
most often used app (see customer Media uploads 344 (
persona), it should be given Engagement rate is 0.97% (Social Blade, 2021).
international levels are known as geographic
priority as it is the best way to
Hashtags: Not enough hashtags. It only uses #Hilton Hotel. It should use more hashtags. In 2020, "Hotel resorts" segmentation.
communicate with consumers and The profit margins can be seen to have an increase of
strengthen existing connections
(Chaffey & Ellis-Chadwick, 2016)
was the most competitive
Online search keyword on the Hotel sector, with a competitiveness score of 92.56. "Hotel Resorts" and Holiday
Save 1/4th by 2023. Save (online self-service, forums can
o Hilton's geographic segmentation strategy primarily
focuses on developing hotels in areas where the target
Resorts often address difficulties, resulting in lower personnel
Therefore, Hilton Hotel should use hashtags, including #Hotels "Resorts "holidays" costs) consumer demographic is attracted to travel.
Content: It shows a variety of people of various genders and ethnicities with families enjoying their stays and o For instance, Hilton hotels can be found in well-known
traveling and having a good time. areas for business and tourism in London, including
Hilton Hotel's Instagram Story is constantly updated, including the live event and new packages. Aldwych, Canary Wharf, Bankside, Tower Bridge, and
Engagement. To get feedback from the audience, use question stickers. Quiz stickers can be used to create quizzes on
Instagram stories. Trafalgar Sq
The tone of posts: The tone of the posts is peaceful and inspiring.
o Gender, life cycle stage, age, income, social status, and lifestyle
Subscribers 20.4k Demographic Division
6/10 7/10 Video uploaded: 215 It uploads a video every 3 days in general
make up a collection of factors utilized in demographic market
YouTube is used to answer consumer
queries, spread brand messaging, show
workplace life, and much more. Just get
YouTube: Its shows celebrities promoting hotel services, arranging parties, etc. STRENGTHS WEAKNESS o
segmentation.
According to this viewpoint, middle-aged and senior
going; the reach, engagement potential, Video Content: It shows various videos, including celebrities. enjoying their stay at the hotel with their close ones.
and conversions are already there. professionals with high incomes who belong to the highest
Extensive experience and vast scope 1. Overdependence on the US market social class make up Hilton's target consumer sector.
of the business 2. High levels of debts o Additionally, Hilton Hotels & Resorts primarily caters to people
2. Effective customer retention who live a luxurious lifestyle; as a result, the corporation
3. Little global market share, despite charges premium pricing for goods and services that are thou
schemes the large portfolio of brands
3. strong property portfolio 4. Lack of flexibility due to its large
v Followers 330k followers
4. Strong and effective leadership size
7/10 6/10 by Christopher Cassette
Tweets 84.3k. It updates 3 days
Psychographic o Using personality, lifestyle, and values as segmenting variables,
Twitter is useful for company since it makes it Tweet Content: Informing about new packages and advancements 5. A high level of service psychographic segmentation "goes beyond demographics as it
simple to communicate with and exchange
information with your target market. Your
audience would then value your Tweets and
, Rock smith’s lack of engagement does not add any value to social networking value or brand perception. . (Collinson, 2019 customization achieved via . (Collinson, 2019 Division investigates how a person thinks, feels, and behaves.
material and, ideally, spread it to their
followers. technological integration Targeting ambitious people who want to display their
perceived high status and achievement by booking one of the
hotel's five-star rooms at a premium price is a key component
of Hilton's psychographic segmentation strategy.

OPPORTUNITY THREAT

1. Further International market 1. Threat of terrorism and political

expansion instability
2. Formation of strategic alliances 2. Adverse changes in the Segmenting the o Segmenting the market based on the advantages that
3. Focusing on research and macroeconomic climate Advantages customers hope to gain from utilizing the company’s goods
development 3. Ethics-related issues in Hilton and/or services is known as benefits segmentation. As a result,
perceived or actual
4. Establishing a presence in the hotels o Benefits provided by Hilton to prospective and current clients
mid-level budget hotel sector 4. Loss of key talent and key include a sense of accomplishment, a high social status, and
personnel luxury.

Name: javeria BiBi

Student ID: 12564826
Course: 7015SMM Digital Marketing Strategy
Company: Hilton
Artefact 3: QR SCANNING

Artefact 1: ‘Connect’ and ‘Compete’ – Instagram

QR codes for the hospitality sector are a crucial addition
to your customer care experience, whether you work in
Instagram is straightforward but effective. Although feature-rich and adaptable, it is entertaining. tourism, spas, or hotels. Give customers staying at your
It is simple to put up and requires little upkeep. You can gain a sizable following and even attract
guests to your hotel by appealing to your followers with compelling, well-done pictures and establishments a more eco-friendly alternative by
emotive material (Chaffey & Ellis-Chadwick, 2019. adding QR codes to room service menus, key cards,
passwords, reservation confirmations, spa brochures,
and anything else. Providing comprehensive
information on the least amount of paper or other
Hashtag: Since Instagram users frequently utilize hashtags, there is no guilt in using them marketing materials is a practical approach to using QR
liberally in your posts to increase their discoverability. But you have to use them wisely and
strategically. While you can use branded hashtags, it's also a good idea to look into the codes in the hospitality industry.
Instagram hashtags that perform the best and utilize those when it makes sense. Branded
hashtags can help the company promote its page and increase customer engagement.
Customer’s Loyalty
Each consumer can scan a QR code for a loyalty
program without having to carry around a lot of cards
or remember their member number. They can check-in,
Posts: Instagram users in general and travelers alike frequently enjoy visually
appealing postings of food and vacation photographs. This could entail sharing
accrue points, and redeem any number of points each
recommendations for local cuisine, photos of your surroundings, and travel advice. time they scan their QR code.
Also, remember to include your chosen (and thoroughly researched) hashtags that
go with this content (Chaffey & Ellis-Chadwick, 2019. Jonathan Duffy (November
. Customers can request a 24-hour concierge at your
hotel by providing a QR code. You can assist clients at
any time of day or night by producing a WhatsApp QR
Instagram Ads code that leads directly to WhatsApp.
Similar to ads on Facebook and YouTube, Instagram ads appeal to many customers. You can
tweak your ad to encourage viewers to visit an offer page on your hotel website, watch a video,
or use their "mass awareness" campaigns to spread the word about your hotel as much as
possible. Jonathan Duffy (November 28, 2001). . Customers can request a 24-hour concierge at your
hotel by providing a QR code. You can assist clients
at any time of day or night by producing a WhatsApp
Instagram Stories: Online marketing for all firms has changed as a result of Instagram QR code that leads directly to WhatsApp
Stories, a new feature that allows users to publish a series of images and videos that play as a
slideshow and vanish after 24 hours. (Collinson, 2019

Customers can request a 24-hour concierge at your hotel by providing a QR code. You can assist clients at any time of day or
Travelers frequently use the social media site Instagram. A Super code email QR code for the customers to connect
Up to 76% share photos from their travels. Because of this, night by producing a WhatsApp QR code that leads directly to WhatsApp Jonathan Duffy (November 28, 2001). . . with the management more conveniently. Allowing clients
to communicate with you directly allows you to interact
practically every hotel can use Instagram as a marketing about suggestions, cleanliness, reservation changes, and
Collaborate with more. (Chaffey& Ellis-Chadwick, 2019)
Instagram is one of the best platforms Daily pictures of happy customers tool—if it's done properly, that is! (Chaffey& Ellis-Chadwick, 2019)
for hotels and resorts to draw in new influencers and other enjoying their time at Hilton hotel
A unique QR code that connects to the hotel security contact information so that visitors' and employees' devices can immediately interact with
customers or entice returning ones accounts to tag one posted online can help create them.
because of its primary focus on posting another or develop a excitement among other people as
aesthetically appealing pictures. campaign. Anyone who well. So, they might want to put
Travelers frequently use the social has a following you wish this on their bucket list for their Additionally, the story can be published elsewhere besides Would you be interested in learning what your consumers thought of the items and services they received? Find out if they were pleased with the restaurant's food,
media site Instagram. Up to 76% share to reach out to could be next vacation. (Chaffey& Ellis-Chadwick, the cleanliness of the rooms, the employees who provided customer service, the facilities, the hotel's equipment, their spa treatments, and their overall experience by
Instagram, effectively preventing it from being deleted the scanning a dynamic feedback QR code. Several feedback questions with 5-star ratings and remark sections are available. Utilize the feedback analytics to determine
photos from their travels. Because of this. For instance, if a 2019) the type of feedback that was immediately left, the device that was being used, the city and nation that the user was in at the time the rating was given.
nearby restaurant has an next day and allowing users to revisit it.
this, practically every hotel can use Customers can easily scan the QR code available in their rooms, and leave their valuable

Instagram as a marketing tool—if it's account, you two may

done properly, that is! cross-promote

Artefact 2- Mobile App

Earn points and look into offers.

REFERNCES
Book exclusive deals to get Bonus Points on each stay. Access your Hilton Honors card, view your benefits, and keep track of your Points.
R E FE R E N C E S

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Reserve a room
Find hotels using a search engine, sort them by price or distance, and save your favorites. Use the app to reserve a room at the
lowest price . (Collinson, 2019

Manage your booking

Access past and present stays, view the hotel's offerings and learn what to do in your preferred location's top attractions

WAYS TO TAP THE APP DURING THE STAY!

Using a digital key, unlock your door The link to your room Look it up online Dial Lyft (US & Canada only)

Go straight to your room, open the Hilton Honors app, You may control the TV, lights, and room temperature using In a hurry to start? To check out quickly and contactless and arrive at While you're there, use the Lyft app to order a trip, and the hotel's address will show up as the pick-up location by
and use Digital Key to unlock the door with your phone. Connected Room, which is available at some hotels. your next location on schedule, use the app default.