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Question: Discuss About The Journal Of Hospitality Marketing Management? Answer: Introduction: The report gives an overview of the integrated digital Strategy of Hyatt Hotel through background information and the marketing objectives. The report also analyses the companys opportunity from digital marketing through a situation analysis, Google analytics customization, target audience and SWOT analysis. The report also gives a description of the strategies adopted by Hyatt Hotel in achieving those objectives. There is also a review on digital market channel effectiveness and the action plan implemented by the company. The report also discusses about the converting leads followed by Hyatt Hotels and their focus on engaging customers through various digital means. Background Information of Tourism or Hospitality Company Jay Pritzker purchased Hyatt House Motel located near Los Angeles International Airport in 1957 and renamed it Hyatt. Over the decade, Jay Pritzker and his brother, Donald Pritzker worked in unison with other members of the family to grow the company into a hotel ownership and North American management company. The Hyatt international formed in the year 1968 as a separate public company. However, Hyatt International Corporation and Hyatt Corporation taken over by the Pritzker family as separate business entities in the year 1979 and 1982 respectively. However, the Hyatt International Corporation and Hyatt Corporation consolidated under a single entity in December 31, 2004 and known as Hyatt Hotel Corporation. The Hyatt Hotels Corporation operates in several chains (Cannon Summers, 2014). The Hyatt Regency brand has been the oldest brand in the company with the introduction of Park Hyatt and Grand Hyatt in the year 1980. Some Hyatt brands are resort properties and facilitated with re creational and spa facilities. Hyatt Corporation also has a brand known as Hyatt Place specifically meant for business travelers. The company has five portfolio hotels in Australia known as Park Hyatt Sydney, Park Hyatt Melbourne, Grand Hyatt Melbourne, Park Hyatt Canberra, and Hyatt Regency Perth. Analyze the company Marketing Objectives The marketing objectives of Hyatt is designed for securing and building a brand value and awareness while maintaining the specific needs for business necessary for its operations. The company believes in differentiating and building a brand position of itself and its sub brands in order to not only increase the companys demand and brand preference but also enhance the other business related imperatives (Green Lomanno, 2012). The company along with each of its brands focuses and targets on a specific customer segment and thereby supports the need of the hotels through application and analysis of analytics and data. Thus, the company adopts a marketing objective which is SMART, an acronym essential for analyzing the marketing objectives of a company and is elaborated as follows: Specific: The Company makes sure that the goals are defined in a clear manner Measurable: The Company adopts goals that are measurable and can be defined with the help of required metrics Achievable: Hyatt Hotel focuses on objectives that are attainable Relevant: The Company also set goals keeping in mind the overall goals of the business Time Sensitive: The Company also set a goal that is attainable in attainable within a defined time period. Analyse the Company Opportunity from Digital Marketing The electronic distribution channels have been a vital contributor in Hyatts total number of reservations. The guests might have valuable interactions through the companys website that is Hyatt.com and these messages considered important in determining the marketing and sales effort. The company continuously tries to optimize the brand experience, effectiveness in marketing and efficiency in booking so that the online purchase process facilitated in driving maximum revenue. The company also has dedicated teams that focus mainly on design, architecture, functionality, content of the site, driving enough traffic for site through integrated marketing communication that includes social media, viral marketing, email programs and search engine optimization and marketing (Hsieh, 2012). The company employs sophisticated analytics through its business intelligence unit for increasing the efficiencies in digital marketing and enhancing e-commerce performance. Google Analytics customization The company used the Google Analytics customization by establishing a goal with a set of performance indicators, tracking those goals and through creation of a dashboard. While establishing the goal the Hyatt Hotel considered the traffic medium and source, the bounce rate, the rate conversion, special offer clicks and requests for proposal submissions and clicks to call. After deciding on the site metrics, the company implemented goal tracking and goal prioritization. However, the traffic source medium and bounce tracked it automatically so the company created clicks to call and check rate for further tracking the goal. Further, the company also creates a dashboard through the user-friendly interface and straightforward implementation of Google analytics. Target Audience Personas The Hyatt Hotel has a varied range of target audience that ranges from business travelers to families out on an international and domestic leisure holiday, teenagers and elderly. Therefore, the company also provides varied offerings catering to the need of every client. This may range from the size of the room, food, meeting, rejuvenation and spa facilities. The company believes in creating a memorable experience through its marketing (Tsai, Suh, Fong, 2012). The company tries to embrace the local culture and maintain a community friendly experience. Digital channel specific SWOT analysis The digital channel specific SWOT analysis of Hyatt Hotels is as follows (Chaffey Bosomworth, 2012): Strengths There is a universal agreement regarding the site of the company being perfect and does not create any hindrance and hence requires no sorting The company also has an existing web team that takes care of any updates from time to time The company uses upgraded technology from time to time. Weakness There is always a conflict between various teams for undertaking the role of the website. The web team of the company is busy in undertaking minor updates and does not think in a strategic manner. There are also some limitations on the kind of content published due to the fear of legal risks or the competition. Opportunities The company also has made its presence felt in the social media where competition has little chance of affecting. Through the web, the company gets a unique opportunity of gathering information on leads and target audience. Threats Sometimes analytics shows a very slow decline in the web traffic. The competitors of Hyatt Hotels also have their site relaunched and they might have offering better that what Hyatt has. SMART Objectives and track KPIs using a digital marketing performance The SMART objectives adopted by Hyatt Hotel are specific, measurable, relevant, actionable and time bound that contributes in drawing more visitors to their site thereby leading online revenue generation (Chaffey Patron, 2012). The company tracks seven key performance indicators using the digital marketing performance which are mentioned as follows: Tracks website engagement including number unique site visitors, return visits, time spent on website and opt in registrations. Tries to understand whether web traffic is direct, referral or organic. Here the bounce rates, total conversion and success indicators are also considered. By measuring online campaign performance through cost per click, cost through rate and acquisition Measuring the engagement levels of campaigns undertaken in social media platforms like Face book and Twitter The company also tracks the conversion rate of the landing page Digital Channel Growth Opportunity Analysis Hyatt Hotel has made quite a presence did not have to struggle for making an online presence. With a good mobile presence, everything was quite easy to find for the company. However, the company needs to redesign the website in order to match it with modern design by RoomKey (Miniankova, 2015). There is also need for richer content on the hotel website that would allow more of the hotel atmosphere and brand ethos to mingle up with the booking and browsing process.; Core Digital Governance or Management plan Thus, in order to understand the quality of customers experience on the digital channels the management of the Hyatt Hotel decided to track some additional key performance indicators. These included: Look to Book Ratio (LTB): This indicates a comparison between the numbers of times a hotel property viewed compared to the number of times the customer makes a booking Anticipating the Number of Cross Sells: Indicates the number of times a service sold with a booking in return. Keeping Track of the bounce rates and time spent by the customers. Digital Marketing Strategy How do we get there? The strategy for being digital is solely dependent on technology whether it in the front end of the content management system for the hotel website or booking engines that are at play at the backend. Thus, choice of the right kind of technology can make or break a good customer experience (SW Chan, 2013). Therefore, the hotel enabled their preferred guests to use their phones to not only check in but also unlock doors and get the room number. Customer Segmentation and Targeting Customer segmentation done based on demographic, geographic, psychographic, geo-demographic and behavioral characteristics. However, selecting one of the mentioned market segments in the need to provide better services refers to targeting. Targeting allows the Hyatt Hotel to focus on the efforts that will help in satisfying customer needs. Thus, to cater to the demographic segment the company mainly focuses on the occupation, income and socio economic status since the hotel provides premium service and satisfying the segment would mean more profit (Bowie et al., 2016). The company focuses on the geographic segment by making sure that being a global brand they are located in every part of the country. The company also takes into account the psychographic segment and focuses on businesses people and people with high disposable income as their services matches completely with their lifestyles and personalities. The hotels also divide their marketing based on user status, customer loyalt y, purchase occasion so that these customers facilitated with special services. Online Value Proposition and Experience Online Value Proposition (OVP) defined as the reason for which the customer is willing to avail the service provided by the company. Hyatt Hotel makes sure that it provides the best of facilities to the customers so that they always come back. Customer Experience (CX) refers to the interaction between an online store and the customers throughout lifecycle of relationship. Therefore, Hyatt Hotel understands the value of customer experience and considers it important to make any necessary changes that is required. Digital Media Channel Effectiveness Review Hyatt hotel believe in search marketing that is a process of gaining visibility and traffic fromsearchengines both through unpaid and paid efforts. The kind of marketing encompasses search engine optimization (SEO) that is a free listing or done through unpaid means while search engine marketing (SEM) refers to buying traffic through paid means. Owned and Earned Media Owned media refers to the content that the company is in full control of. Therefore, here the company can decide on the content of the website, blog and social media accounts. In this case, Hyatt Hotel being a brand name has its own website where a team works in unison in deciding its content (Stephen Galak, 2012). Earned media defined by themedia exposure earned by the word-of-mouth.The company also believes in the power of earned media therefore, it tries to deliver services that would enhance customer experience. Paid media Paid media is a method of promoting the content and hence determine the driving exposure. Hyatt Hotel uses paid techniques for promotion in various platforms of social media including twitter, LinkedIn, Face book and Pin interest to enhance its exposure. Online Customer Acquisition, Campaign plans and budgets Hyatt Hotel adopts promotional activities of its services in a manner that is good enough in persuading new customers in availing its services. Hyatt Hotel plans to undertake a Customer Relationship Marketing Campaign through various platforms of social media and television and print advertisements within an estimated budget of $ 500 million in a matter of five years. Customer Journey Analysis The customer journey analysis accomplished by following the below mentioned steps: By defining the behavioral stages that implies that depending on the type of business, the stages of navigation the site by the customers might be different. By aligning the customer goals with the stages will help the company understand what the customers want as they move through each of the phase. By plotting out the touch points the company will be able to understand the instances where the customers gets engaged with the companys site By determining that the customers goals gets fulfilled which will allow the company to understand how easily the customers are able to achieve what they need Accepting recommendations for change and making necessary changes in the website. Website visitor and customer lead capture and profiling Customer lead capture is the prime goal for many business websites. The procedure thereby helps in capturing data that allows a company to send relevant follow up messages that conversion to sale (Hsu, Chang, Chen, 2012). Thus, the improvement of the lead capture process helps the company to increase the quality and number of leads. Customer lead capture and profiling thus involves email marketing, web personalization and retargeting or remarketing. Optimize content Content optimizationrefers to process where aesthetics and performance of the site pages improved for providing unique value to the customers through search engine optimization (SEO), user experience, conversion optimization and content editing. Hyatt Hotel also optimizes its content to gain a better exposure. Optimize Landing or Entry Pages Landing pages are the primary component of online marketing campaigns. This page specially designed for the generation of sales and capturing leads. They are often the main destination of online a marketing campaign that are paid and that involves lot of money and resources for traffic drive (Ash, Ginty Page, 2012). Through increase in the landing page optimization or the entry pages the company not only can increase its reservation but also generate revenue. Content - Campaign planning Contentmarketing is type of marketing technique for distributing and creating relevant, consistent and valuable for acquiring and attracting a defined audience with the sole objective of driving customer action that is profitable to the company. The key word here is valuable. Converting Leads Lead nurturingis the procedure adopted by Hyatt Hotel in relationship development with the buyers at each stage of the sales funnel and through each step of the buyers journey. This focuses on the communication and marketing efforts by hearing the needs of the customers and satisfying them with the required information. Web Personalization Through the website personalization, the company tried to adopt a process of creation of customized experiences for the visitors of their website. Website personalization rather than providing, broad and single experience allows presenting unique experiences to the visitors according to their desired and needs. Multichannel selling Through the adoption of Multi-channelretailing which is an ecommercestrategy for selling, Hyatt Hotel tries to targets customers on channels that are beyond the company's website.The company therefore uses various social media platforms and other mediums approach directly to the customers. Conversion Rate Optimization (CRO) The company takes to conversion rate optimization(CRO) for increasing the percentage of visitors converted to potential customers through a desired action. This along with increasing the profitability of the company can also increase its customer base. Customer Digital Experience Hyatt Hotel now brings to its customers a complete digital experience through the companys website and in various social media platforms where it focuses on spreading messages and thereby connecting to their target customers. The company also plans to use of an online medium known as Snap chat and thereby observe whether it fits best for the brand customers. The company also face book and twitter profiles where they connect with their clients. Customer Service and Success The company has designed its site aesthetically and beautifully for servicing its customers that they have done quite successfully. From the homepage of the company, a box leads to a micro site that gives the visitor a unique experience. An enormous Twitter plug in that allows users to tweet their unique experiences followed by the selection of social activity. The visitor can scroll down huge pictures of the room, the meals served and the additional service provided. There is a menu mentioned in the top of the page that ensures easy finding of each section. The site also provides links for booking, linking to social websites or go through Hyatt blog. Last but not the least the company presents an appealing content that the readers can enjoy. Customer Email marketing The company bases its Customer email marketing depending on the customer journey. Thus, the company follows email marketing approach that includes Pay per Click where advertisements are easy to optimize and test. Then there the option of book /registration where visitors can register or do a booking in case they find the offers suitable. Social media Hyatt Hotel has quite effectively made its presence felt in various social media platforms be it face book, twitter that has enabled them to build relationships and connect with their clients and is considered an important part of marketingstrategy of the company. The social media channels are also helping marketers to get access to abundance of data that they can analyze and help the company in reflecting the actual goal. Conclusion: The report ends by providing an insight into how Hyatt Hotel they tries to engage their customers through their digital marketing space. There is also discussion about how the company converts lead and at the same time the action plans adopted by the company. 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