Running head: E MARKETING STRATEGIES OF HYATT HOTEL

E MARKETING STRATEGIES OF HYATT HOTEL

Name of the Student

Name of the University

Author Note
E MARKETING STRATEGIES OF HYATT HOTEL 1

Executive Summary

The aim of this report was to analyze the three critical success factors of Hyatt Hotel based

on human resources management, customer satisfaction and product quality related with E-

marketing. It show the various strategies developed to succeed in the sectors of human

resources management, customer satisfaction and product quality through the use of E

marketing in Hyatt Hotel. The results were gathered through in-depth research of the E

marketing initiatives of the hotel on the three factors. The results indicate that initiatives of E-

marketing in deeply integrated with the three critical success factors. The report concludes

that E-marketing initiatives influence all the three critical success factors. As customers and

employees become more tech savvy they tend u use the internet more and is generally

connecting with the hotel online be it customer service, human resources management or

product quality.
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TABLE OF CONTENTS

INTRODUCTION: .................................................................................................................... 3

DISCUSSION: ........................................................................................................................... 3

E-MARKETING INITIATIVES OF HYATT HOTELS: ..................................................... 3

CUSTOMER SATISFACTION AND E-MARKETING: ..................................................... 4

PRODUCT/SERVICE QUALITY AND E- MARKETING: ................................................ 5

SHOW ATTENTION TO DETAIL: ................................................................................. 5

OFFER THE LATEST: ..................................................................................................... 6

GIVE IT A LUXURY APPEAL........................................................................................ 6

HUMAN RESOURCES MANAGEMENT AND E-MARKETING .................................... 6

EMPLOYER BRANDING ................................................................................................ 7

KEEPING UP WITH CHANGE ....................................................................................... 7

ATTRACTING THE RIGHT TALENT ........................................................................... 7

CONCLUSION .......................................................................................................................... 8

REFERENCES .......................................................................................................................... 9
E MARKETING STRATEGIES OF HYATT HOTEL 3

INTRODUCTION:

E- Marketing also known as internet marketing, digital marketing or online marketing

is the process of marketing service or a product using the internet. It also includes marketing

done through e-mail and wireless media. It uses technology to connect the business to their

customers. There are several was companies care using e-marketing they are as follows:

article marketing, affiliate marketing, video marketing, e-mail marketing, blogging and social

media (Strauss 2016).

The chosen organization for this report is Hyatt Hotels. It is an American

multinational franchisor of hotels. It came into being back in September 27th 1957 and it is

listed as the 32nd best U.S company to work for by fortune magazine.

The aim of this report is to understand the relation between the hotels E- marketing

initiatives with its customer satisfaction, product quality and human resources management.

Through in-depth research of the current technology used in E-marketing sector.

DISCUSSION:

E-MARKETING INITIATIVES OF HYATT HOTELS:

Online marketing is a key contributor in Hyatts total reservations and business. It is a

fact that the most important interaction a guest will have with the brand is through the

website Hyaat.com it is the center of the companys worldwide online marketing and sales

efforts. It is continuously working to brand effectiveness, marketing effectiveness and

booking efficiency of the website to facilitate better customer satisfaction, product or service

quality and customer support (Hyattdevelopment.com, 2017)

It has created a host of dedicated teams to focus on the architecture, design,

functionality and content of the site. It has also implemented Integrated marketing

communications like search engine optimization and marketing, viral marketing, email

programs, social media marketing, distributed content. The company employs sophisticated
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analytics to enhance the e-commerce performance and increase digital marketing efficiencies

(Hyatt.com, 2017)

Hyatt has a fairly solid online presence with various desktop and mobile websites,

mobile applications, social media accounts, reservation engines and online advertisements on

various platforms and websites. The portfolio of online marketing initiatives includes their

desktop site www.hyatt.com, mobile site www.m.hyatt.com, shared site www.roomkey.com,

and a mobile app available in Google Play and Apple App Store, social media presence in

websites like www.twitter.com, www.facebook.com, www.googleplus.com, and

www.instagram.com. It also has reservation engines on their main site which customers can

use to reserve any room at any of the 600 plus hotels that are franchised by Hyatt. It has a

prominent search engine optimization strategy that provides great advertising support in

search engines like Google and Bing (Hyattdevelopment.com, 2017)

CUSTOMER SATISFACTION AND E-MARKETING:

As a leader in the hotel industry for over five decades, Hyatt Hotels strive to make

their customers feel like home at more than 600 hotels worldwide, with the use of unique

formats of advertisements in the integrated campaign across platforms like Google Display,

Google+ and YouTube. Hyatt is reaching its target audience and is creating an engaging

experience.

Customers are at the center of the brand experience that includes marketing. In recent

years the companys marketing strategies have evolved heavily to focus on reaching the

customer online. It is where most customers research and plan their travel (Shankar, Smith

and Rangaswami 2013).

Digital marketing played a crucial role in the companys recent campaign targeting

female travelers. After learning that number of women felt that the hotel experience is

designed by men for only men. Based on which changes were made to rooms, amenities and

the in-room dining menu with a healthier option. All the data about the female customers
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wants were collected through online feedback and questionnaire on the Hyatt website. To

create proper awareness of these enhancements, Hyatt has created some satirical videos on

YouTube that show typical travel and hotel situations in a humorous way. With this

humorous take on hotel every typical experience, the company ensures the content is relatable

and entertaining for the target audience (Bowie, Buttel and Brookes 2016).

With E-marketing Hyatt can control the delivery of advertisements to precise

audience. As customer satisfaction is of utmost importance to the company the sector of

online marketing is grown to become the foremost medium to communicate with the

customers and get valuable feedback. It also helps the company to provide services when

require by the customer thus the level of customer satisfaction drastically increases due to the

ease of use and hassle free service (Bowie, Buttel and Brookes 2016).

PRODUCT/SERVICE QUALITY AND E- MARKETING:

There are many factors that help to make a sale like targeting right customer, the

creation of a sense of urgency, the establishment of trust, but product quality is always

paramount. In the online spectrum, the customers can not feel, touch, and experience the

product or service that is being provided. But there are some ways that Hyatt makes

customers feel the quality of their products and services like, show attention to detail, offer

the latest and give it a luxury appeal (Lee, Jun and Shin 2014).

SHOW ATTENTION TO DETAIL:

Even if the company cannot provide the customer with a physical experience of the

product or service through E-marketing but can convey the quality with the words that are

being said in the promotions that give a sense of attention to detail. Some contrasting words

are like custom-made, homemade, personalized, and handcrafted. These words mostly imply

that the hotel is paying attention to detail to provide the most surreal experience to the

customers. It also appeals to the nostalgic notion that people in the old days took more pride

in the quality of detail in the products and services they provided (Scott 2015).
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OFFER THE LATEST:

Another tactic is to offer the latest; customers assume that cutting edge, state of the art

are related to better quality, as mankind is developing, so latest is better than the later.

Keeping planned obsolescence aside, all new renditions of service and products have been

toward better quality: from land phones to smart phones, from manual fans to air

conditioning. The latest is always assumed to be the best, particularly in the field of

technology. The latest implies that the service or product being sold is ahead of the

competitors, therefore is of better quality.

GIVE IT A LUXURY APPEAL

Customers have an assumption that luxury products are quality products. Words like

elite, deluxe, plush, premium, gourmet, indulge convey luxury and therefore, quality. Hyatt

as we all know is a luxury chain of hotel. Most of them have 5-star rating. So the online

promotion is most of the time showing the aspects of luxury a customer will get if they opt

for the services from Hyatt. Customers throughout the world relate Hyatt with luxury and

luxury with better product quality.

HUMAN RESOURCES MANAGEMENT AND E-MARKETING

E-marketing and human resources management are not so much of a separate entity as

one might think. Hyatt needs to attract customers to have a profitable sales number, but

getting top talent interested in joining the brand is also critical for long term success.

Whenever a company is trying to hire talent to join the company, the company needs to

position and market their proposition to attract them. In the current times, all talent

acquisition is done mainly online through job portals and the companys own careers page on

the official website (Mathews 2016).

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EMPLOYER BRANDING

Branding conjures up market research reports, product positioning meetings and

company logo. Talents want to work with brands with a good reputation, which has a strong

mission and vision. Showing talent the brands personality is utmost important in this current

economic climate.

KEEPING UP WITH CHANGE

The employer brand has to change with the change in employee expectation. The

brand has to stay on top of the current trends, like salary data and also keep a tab on what

benefits that the competitors are providing to their employees. Using E-marketing as a tool to

promote such change instantaneously is the key to attract young talent in the workforce

(Beattie 2016).

ATTRACTING THE RIGHT TALENT

Businesses have a certain budget in relation to talent acquisition be it brands like

Hyatt or small firms. It is critical to get the staffing decision to be right on the first go. Here

online marketing is a valuable tool to target the specific people the company wants by

aligning the HR strategy with marketing. It can be done through blogging about the trends in

the industry, online industry conferences, posting in job portals with specific filters of

requirements. Thus helping in narrowing the search for the required talent who perfectly fits

the company needs (Dimarco 2013)

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CONCLUSION

Therefore, from the above report, it can be deduced that the three critical success

factors of Hyatt are directly related to the aspect of E-marketing. In the current times as the

world is connected online , 24/7 and the company can promote themselves to a wider range

of customers through online marketing in contrast to any conventional means. As per as the

three factors are concerned they are dependent on this form of marketing to achieve the goals

required in this era of computer and internet, which has been elaborated in the above report.

We can conclude that in current trends where the majority of the global population is

connected online it is fair to say that E-marketing has become a staple of multinational

companies like Hyatt to attract new customers, retain current customers and to acquire

talented workforce. The online domain has turned the face of marketing by slowly abolishing

conventional forms in the long run.

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REFERENCES

Beattie, A., 2016. Employer Branding in Corporate Organizations: How to Pass the

Cocktail Party Test.

Bowie, D., Buttle, F. and Brookes, M., 2016. Hospitality marketing. Taylor & Francis.

DiMarco, A., Dimarco Anthony M., 2013. Multi-purpose talent management and

career management system for attracting, developing and retaining critical business

talent through the visualization and analysis of informal career paths. U.S. Patent

Application 10/379,188.

Hyatt.com. (2017). Hyatt.com. [online] Available at: https://www.hyatt.com/ [Accessed 22 Jul. 2017].

Hyattdevelopment.com. (2017). Hyatt Development, Hotel Development. [online]

Available at: http://www.hyattdevelopment.com/ [Accessed 22 Jul. 2017].

Lee, E.J. and Shin, S.Y., 2014. When do consumers buy online product reviews?

Effects of review quality, product type, and reviewers photo. Computers in Human

Behavior, 31, pp.356-366.

Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016.

Internet marketing capabilities and international market growth. International

Business Review, 25(4), pp.820-830.

Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online

video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly.

John Wiley & Sons.

Shankar, V., Smith, A.K. and Rangaswamy, A., 2003. Customer satisfaction and loyalty in

online and offline environments. International journal of research in marketing, 20(2),

pp.153-175.

Strauss, J., 2016. E-marketing. Routledge.