Hilton Dublin Hotel
The hotel industry is powered by sales derived from the use of computerized reservations system (Fuchs, Ricci and Wien 404). The systems used to get business include the hotel’s primary efforts, telephone, global distribution systems, travel agents, third party wholesalers and the internet. The internet is one of the most cost effective and efficient information and marketing channels that has no geographical and time barriers. It utilizes the electronic medium to perform marketing activities with the purpose of finding, attracting, winning and retaining customers (Gay, Charlesworth and Esen 394). Internet marketing also gives businesses the opportunity to have a global presence while enabling them to establish their image, sell a wide range of products and services and enlarge relationships between firms and customers. It also improves customer loyalty through the use of electronic communications technology such as e-mail, internet, databases and mobile devices. Most hotels have effectively utilized e-marketing as a way of promoting their products and services. The following discussion seeks to find out the role of internet marketing at Hilton Dublin Hotel. It will also discuss how database marketing and direct marketing works and how they are used within the business. The marketing mix will also be discussed (personal selling, sales promotions, public relations and advertising). Hilton Dublin Hotel is a four star hotel located in Dublin, Ireland with a capacity of 189 beds (Campbell 75). It is approximately three miles from the RDS International Convention and Exhibition Centre and a 10 minute walk from city centre off Fitzwilliam Square in Ireland. It offers services like accommodation, dining, fitness and recreation, meeting and conferences and business centre services (Hilton Dublin Hotel Website).