COURTYARD BY MARRIOTT, BRAMPTON

Strengthening Digital Marketing & Online Presence

Name: Simran
Student Id: 146963236
COMPETITORS IN THE HOSPITALITY INDUSTRY
Hilton

• Hilton's Hilton Honours Program generates customized offers based on loyalty points and
past travel experiences.

• Hilton uses guest data to make personalized suggestions on its website and app, such as
particular hotel types or experiences.

Hyatt:

• Through Instagram Stories and carefully chosen trip guides, Hyatt engages with
millennials and Gen Z.

• Their content emphasizes local experiences and is frequently co-produced with travel
influencers.

Airbnb:

• By presenting guest testimonials and genuine stays, Airbnb's effective user-generated

content strategy forges an emotional bond with its audience.

• They also put a lot of effort into creating communities online, which promotes brand
loyalty and trust.

GLOBAL BEST PRACTICES IN HOSPITALITY

Marriott International:

• The Bonvoy App uses data analytics and artificial intelligence to provide tailored
suggestions and special offers.

• Makes investments in augmented reality (AR) and virtual reality (VR) to provide guests
with engaging experiences.

Accor Hotels:
 • Offers interactive information about nearby attractions through augmented reality.

• Uses content marketing and SEO to increase presence internationally.

BEST PRACTICES FROM OTHER INDUSTRIES

• Amazon retail: Tailored suggestions based on cutting-edge AI models.

• Travel (Expedia): Adaptive pricing plans according to consumer preferences and market
demand.

CRITERIA FOR THE CHOICE

• Relevance to Goals: Must directly contribute to the objectives of raising consumer

engagement, occupancy rates, and visibility.

• Proven Effectiveness: Methods used in the hospitality or related industries that have
demonstrated quantifiable performance.

• Feasibility: Techniques that can be used within Courtyard by Marriott Brampton's

spending limit and available resources.

• Innovation: Pay attention to cutting-edge technologies that provide you a competitive

edge, such as AI, AR, and UGC.

BEST PRACTICES IN THE INDUSTRY

Personalization:

• Customers anticipate highly customized online experiences. Engagement is greatly

increased via personalized emails, advertisements, and website content.

• 73% of consumers believe that businesses should be aware of their wants and
expectations, according to Salesforce from data
Growth of Content in Short Form:

• TikTok and Instagram Reels are the most popular platforms among consumers, especially
among younger tourists (Gen Z and millennials).

• More people interact with travel businesses that present locations, activities, and property
attributes in an imaginative, snack-able way.

User-generated content and influencer marketing (UGC):

• Unlike traditional advertisements, travellers trust other people's genuine experiences.

UGC is very good at establishing credibility (e.g., tagged photographs, guest posts).

• Data: Compared to brand-created content, user-generated content (UGC) has a 28%

higher engagement rate.

Marketing with AI and Automation:

• Predictive analytics AI tools can suggest timing and content for increased marketing
effectiveness.

• Chatbots increase client satisfaction and booking rates by speeding up response times.

SUPPORT FOR PROJECT OBJECTIVE

• Boost Visibility: Courtyard by Marriott Brampton is visible in internet searches and

advertisements thanks to local SEO, PPC advertising, and tailored marketing.

• Increase Engagement: UGC and social media efforts help build closer ties with both
new and returning visitors.

• Improve Customer Experience: AI personalization and augmented reality tools produce

unique and memorable experiences that boost customer satisfaction.

• Encourage Bookings: By lowering hesitancy, virtual tours and an effective online

presence increase conversions.
 WHY SHOULD THE CLIENT APPLY THESE OBJECTIVES?

• Proven Success: It has already been demonstrated by rivals like Hilton and Airbnb that
these strategies increase engagement and income.

• Greater ROI: When compared to conventional techniques, digital marketing initiatives

yield a larger return on investment.

• Customer Expectations: When making hotel reservations, guests today anticipate

smooth, personalized, and interactive digital experiences.

• Competitive Edge: Courtyard by Marriott Brampton can effectively compete in a

crowded market by staying ahead of digital marketing trends.

HOW WOULD THIS AFFECT THE BUSINESS?

• Revenue Growth: More reservations as a result of individualized marketing, efficient

SEO, and engaging digital technologies. Possibilities for upselling through AI-driven
insights.

• Increased Customer Retention: When guests feel appreciated through personalized

offers and improved interaction, they are more inclined to come back.

• Stronger Brand Identity: A unified online presence sets the brand apart from rivals and
increases recognition and trust.

• Operational Efficiency: Data-driven tactics guarantee efficient use of resources by

streamlining marketing initiatives.

• Sustainability: Digital tactics support environmentally friendly objectives by lowering

dependency on print materials and other conventional advertising techniques.

RECOMMENDATIONS

1. Put AI-Driven Personalization into Practice:

 • Make use of AI tools to evaluate consumer information and present tailored offers and
relevant ads.

• Use AI chatbots to answer customer questions and provide real-time booking support.

2. Make Use of Social Media Marketing:

• Use user-generated content (UGC) and collaborations with travel influencers to run
campaigns on Facebook, Instagram, and TikTok.

• Produce brief, captivating videos that highlight your property and offerings.

3. SEO and Paid Advertising:

• To rank higher in searches such as "hotels near Brampton," optimize the website and
content for local SEO.

• Spend money on social media PPC campaigns and Google Ads to attract prospective
travellers looking for lodging.

4. Interactive Digital Experiences:

• Create virtual tours of your home to provide prospective visitors with an engaging
reservation experience.

• To create a distinctive visitor experience, use augmented reality to showcase nearby

attractions in the Brampton area.

5. Put Reputation Management First:

• Keep an eye on and reply to reviews on websites like as TripAdvisor and Google
Reviews.

• Motivate pleased visitors to share their experiences and write gratifying feedback.

ANTICIPATED OUTCOMES
1. AI-Powered Customization

• Increased Booking Rates: Customers are more inclined to make a reservation when they
see offers that are relevant to their interests, therefore personalizing content and offers
can greatly increase conversion rates

• More Guest reward: Personalized experiences increase the likelihood that guests will
return, resulting in additional reservations and more involvement in reward programs.

• Income Growth: Upselling based on data, such as spa packages and upgraded rooms,
increases income per reservation.

2. Utilize Social Media Promotion

• Enhanced Brand Awareness: Courtyard by Marriott Brampton will be made known to

new audiences, especially younger tourists, through influencer collaborations and social
media initiatives.

• Increased Guest Engagement: Posting interactive content and sharing user-generated

content will promote trust and a sense of community.

• Broader Audience: Short-form videos that go viral and pieces about travel can draw in
visitors from around the world.

3. Localized Paid Promotion and SEO

• Increased Website Traffic: By placing the property at the top of local search results,
SEO optimization and paid marketing will draw in more prospective visitors.

• Higher Occupancy Rates: The hotel may more efficiently fill rooms, even during off-
peak times, by focusing on particular demographics like families and business travellers.

• Cost-Effective Marketing: PPC campaigns offer a higher return on investment than

traditional advertising and produce quantifiable outcomes.

4. Engaging Digital Experiences

 • Increased Guest Confidence: By enabling remote property exploration through virtual
tours and augmented reality tools, prospective guests are more inclined to make a
reservation.

• Increased Conversion Rates: By lowering uncertainty, immersive tools enable visitors

to make decisions more quickly and confidently.

• Enhanced Guest Satisfaction: A smooth digital trip is produced by an online concierge

and interactive encounters, which enhances the clientele's experience.

5. Focus on Management Reputation

• Higher Online Ratings: By actively monitoring reviews, the hotel's total ratings will
rise, increasing its attraction to prospective visitors.

• Enhanced Credibility: Gaining the trust of potential clients is facilitated by emphasizing

good evaluations and professionally responding to unfavourable ones.

• Better Guest Relationships: Taking an active interest in feedback from visitors

promotes repeat business and loyalty.
 REFERENCES

• Courtyard by Marriott, Brampton. https://www.marriott.com/search/findHotels

• Hilton. https://www.hilton.com/en/brands/hilton-hotels

• Hyaat. https://world.hyatt.com/content/gp/en/landing/brand-explorer-award.html

• Airbnb. https://www.airbnb.ca/help/article/2503

• Marriott. https://www.marriott.com/default.mi

• Accor Hotels. https://all.accor.com/a/en.html

• Expedia. https://www.expedia.ca/