Integrated Hospitality Marketing Communications

Integrated
Hospitality
Marketing
Communications
1

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK A...........................................................................................................................................3
Different kinds of marketing channels and their role in serving communications objectives3
Integration of marketing communication channels in different organisations in hospitality
organisations to provide additional value...............................................................................4
Ways in which marketing communication channels attain communication objectives.........5
Evaluation of integrated marketing communications plan.....................................................5
Review of attainment of monitoring and outcome of marketing communications plan........7
TASK B...........................................................................................................................................7
Design communication goals for Bingham Riverhouse.........................................................7
Explanations for selected communication channels...............................................................8
Marketing communications plan for Bingham Riverhouse....................................................9
Evaluation of presentation of communication objectives in context of marketing
communications mix and business objectives of Bingham Riverhouse...............................11
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13
2

INTRODUCTION
Marketing communication is a vital element for gaining success in the Hospitality
business because in order to attract consumers communication of services, pricing and amenities
offered by the company is necessary. Marketing communications plan helps hospitality
enterprises effectively utilise marketing channels to interact and attract consumers to attain
business objectives of the firm (Blakeman, 2018). The hospitality business firm selected for this
report is Bingham Riverhouse which is a luxury Hotel located in Richmond overlooking Thames.
The present report provides evaluation of different marketing channels and their role in serving
business objectives of the Bingham Hotel. Critical evaluation of thee communication strategy,
channel choice and creative content is described in this report. A communication plan which
meets designed business objectives for Bingham Hotel is provided in this report along with
explanation for selected communication channels.
MAIN BODY
TASK A
INTRODUCTION
Bigham Riverhoue is one of the most popular luxury Hotels in London and provides
various services includes cent hosting and accommodation services. Amenities such as free
parking Free WiFi, Non-smoking rooms, Family rooms, Restaurant, Bar are provided by the
Hotel to their guest. This report covers the role of marketing channels in attaining
communication objectives of the business firms. In addition to this, integration marketing
communication channels to provide additional value is explained in this report. Integrated
marketing communication plan is evaluated in this report. Success of the monitoring and impact
of the integrated marketing communications plan is reviewed in this report.
Different kinds of marketing channels and their role in serving communications objectives
There are different kinds of marketing channels which serve different roles and help
business firms attain communication objectives. Different marketing channels and their role in
attaining communication objectives is explained below:
 Physical marketing: This marketing channel includes print, television and radio
advertisement used by hospitality firms to communicate their objectives (Bruhn and
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Schnebelen, 2017). This marketing channel helps business firms communicate with the
local population of their domestic market as the usage of these marketing channels on an
international sale requires high amount of investment. This marketing channel ensures
that local elements of the region are depicted in the advertisement to construct connection
with local population. Bingham Hotel can use this marketing channel to communicate
amenities offered by the Hotel and event planning services to the local public to enhance
domestic sales.
 Social media marketing: Social media marketing is one of the most significant digital
marketing channel as it helps the company connect with large number of consumers and
create strong bonds. One of the highlighting factors associated with social media
marketing is that it enables business firms to personalize their marketing efforts with each
consumers and interact in a non-corporate manner which forms the basis of strong
consumer relationships (Choong, and et. al., 2021). Bingham Riverhouse Hotel can utilise
this marketing channel to communicate event services and special offers to communicate
large number of consumers in a creative and appealing manner.
 Email marketing: This marketing channel is used by business firms to cost effectively
communicate with consumers and provide personalised experience to the consumers.
This digital marketing platform utilises email services to connect with large number of
audience. Bingham Hotel can utilise this marketing channel to communicate with large
number of audience cost effectually.
Integration of marketing communication channels in different organisations in hospitality
organisations to provide additional value
Physical marketing channels provides additional value to business firms by helping the
company establish unique brand image in domestic market off the company. In addition to this,
business firms are able to provide unique experience to international as well as local guests with
the help of effective physical marketing which surrounds the actual premises of the Hotel. In
case of the respective Hotel this marketing channel can be used by business firms to enhance
domestic brand image and build public perception to provide additional value to the consumers.
Social media marketing channels are an essential part of the communication strategy of
business firm. These because social media can be used to directly communicate with the
consumer base without any corporate pretence (Högberg, 2017). One of the most suitable social
4

media platforms which can be part of the digital marketing strategy and contribute to the
communication strategy of the company are Instagram and Facebook. This is because these
social media platforms allow the business firms to personalize consumer interaction and create
effective digital brand image. In case of the respective business enterprise social media
marketing channels can help business firms social media marketing channel can help the
business firm build unique bran personal on online spaces in various international markets which
provides additional value to the business firms.
Email marketing can acts as a cost effective alternative to communicate various offers
and amenities offered by the business firm cost-effectively (Law, Leung and Chan, 2019). In
addition to this the feature of personalisation present in this communication channel justifies it’s
usage as it will help the respective business firms create personal bond with individual consumer
and assets in building local consumer base of the company.
Ways in which marketing communication channels attain communication objectives
Social media marketing attains communication objectives by facilitating creative and
direct communication. SEO ensures attainment of communication objectives by connecting
business firms with potential consumers on search engine results webpage. Email marketing
attains communication objectives as business firms are bale to cost effectively send personalised
messages to large number of consumers.
Evaluation of integrated marketing communications plan
Social media marketing
Channel choice: The primary channel choice for the proposed integrated communication
marketing plan is social media marketing. This communication marketing channel is will used
marketing channel for communicating with the consumers for the simple reason is that large
presence of consumers on various social media networks (Leung, Bai and Erdem, 2017). In
addition to this the direct communication pathways constructed between the business form and
the consumer is highly advantageous to attain communication objectives of Bingham
Riverhouse. This is because social media enables the company to dircegly inform consumers
about benefits and personalised offers to domestic and international travellers which are
interested in gaining event hosting or accommodation services.
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Content: User generated images are the content used for this communication channel.
This social media content is not created by the company but the consumer base which
interacts with the firm on social media. User generated images results in consumer promoting
the brand instead the brand promoting itself. This social media content is effective as it builds
trust between the consumers by depicting results of usage of thee product by actual
consumers. This increases sales and helps the company expand their consumer base.
Email marketing:
Channel choice: The selection of email marketing as a communication channel will
provide effective results to the respective hospitality establishment. This is because email
marketing plays an important role in inducing consumers to take action. The persuasive language
along with personalised offers present in an email entices consumers to take action and purchase
the offers of the company (Liu and Sun, 2020). This will ensure attainment of communication
objectives of the Bingham Hotel. Email marketing can also be used by the respective enterprise
to secure consumer revisits which brings the company closer to attainment of communication
objectives such as branding the venue as the most effective event hosting destination.
Content: The content circulated with the help of email marketing is filled with persuasive
emails and personalised messaging which influence consumers to take immediate action. This
includes subscribing to the service, purchasing membership loyalty card or gaining premium
services. This type of content can be used by the respective establishment to up-sale and cross-
scale various services to enhance business firms. In addition to this content provided in email
marketing helps the respective company gain consumer insight so that other communication
activities aimed at the specific consumer are enhanced.
Search engine Optimisation
Channel choice: Search engine optimisation is the most useful communication channel
for the British luxury Hotel Bingham Rivershouse. This can be used by business firms to provide
better consumer experience and increase conversion rates. The firm will be able to directly
connect with potential consumers and display offers according to their suitability at the top of the
search engine results web page (Martin, Javalgi and Ciravegna, 2020). The company will be able
to communicate enmities, services and offers to international audience and gain competitive
advantage over their rivals by using this marketing channel to attain communication objectives.
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Content: The content used in search engine optimisation leads potential consumers
comparing Hotel prices directly to the site of the company which targets consumers with offers
on the basis of their search to ensure that they purchase the services offered by the organisation.
This is highly advantageous for Bingham Rivershouse.
Review of attainment of monitoring and outcome of marketing communications plan
Key performance indicators are performance measure associated with business
performance. The monitoring KPI used to track various IMCP components are effective in
tracking various activities -(Hilton and Vila-Lopez, 2019). Cost per lead, conversion rates, click
through rates, retention rates, attrition rates and net promoter score help assess the performance
of digital marketing efforts made by the company such as usage of social media marketing and
email marketing.
CONCLUSION
From the above report it is determined that business firms need to develop an effective
marketing communication plans in order to attain business objectives such as increased
profitability and large consumer base. Email marketing and social media marketing channels
which assist in attainment of communication objectives of the company. Communication
channels used by business firms need to be evaluated on the basis of channel choice and creative
content so that the most effectibe marketing communication plan is constructed by business
firms.
TASK B
INTRODUCTION
The Bingham Riverhouse is luxury Hotel located in Richmond and offers
accommodation and event services to the consumers. This report provides business objectives
designed for the Hotel along with explanation of selection and integration for communication
channels selected is provided in this report. Communication objectives are evaluated in context
of marketing communication mix. Along with this marketing communication plan is also
developed for Bingham Riverhouse.
Design communication goals for Bingham Riverhouse
SMART objectives
Objective Specific Measurable Achievable Relevant Time
7

Bound
To increase
event hosted
at the Hotel
by promoting
destination
celebrations.
This objective is
specific as it aims
to develop the
organisation’s
image as place for
destinations
celebration on an
international
scale.
This can be
measured with
the help of
increase in
wedding and
other
celebratory
events at the
Hotel.
This objective
can be attained
with the help of
using marketing
channels to
promote event
management
capabilities of
the company.
This
objective is
relevant as it
will help the
company
build
profitability.
6
months
To
communicate
benefits of
the Hotel to
international
visitors
This objective is
specific as it
focuses on
developing
international
visitors to the
Hotel from
developing
nations such as
India and Japan.
This objective
can be
measured by
identification
of
international
sales of the
company.
This objective
can be attained
by building and
promoting
special offers for
international
visitors.
This
objective is
relevant as it
helps the
establishment
increase
international
sales.
3
months
Explanations for selected communication channels
Social media marketing
This communication channel is the selected channel to develop the organisation’s image
as place for destinations celebration on an international scale (Porcu and et. al., 2019). The
explanation behind the usage of social media marketing is that it helps the company
communicate the amenities of event Hosting at the Venue of the enterprise in the most creative
and effective manner. User generated images and info graphics can be used by the business firm
to communicate the uniqueness of event venue available at the Bingham Hotel to the consumers
so that they are persuaded int selecting the event hosting services offered by the company.
Search Engine Optimisation
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Search engine optimisation is the selected channel to enhance event services sale of the
establishment. This digital marketing channel enables Bingham Riverhouse to select appropriate
keywords which on being searched in search engine webpage would lead to the business firms
products displayed as the first option on the search engine results web page. The primary
advantage of this digital marketing channel is that it enables business firm to connect with
potential consumers and prioritise brand website over rival websites on search engine results
webpage (Sheng, 2019).
Email marketing
This cost effective method can be used by Bingham Riverhouse to communicate with
consumers in a personalised manner cost effectively. This can help the company communicate
with international travellers and given them offers to increase international consumer revisit and
acquire new consumers.
Marketing communications plan for Bingham Riverhouse
SMART objectives
Objective Specific Measurable Achievable Relevant Time
Bound
To increase
event hosted
at the Hotel
by promoting
destination
celebrations.
This objective is
specific as it to
develop the
organisation’s
image as place for
destinations
celebration on an
international
scale.
This can be
measured with
the help of
increase in
wedding and
other
celebratory
events at the
Hotel.
This objective
can be attained
with the help of
using marketing
channels to
promote event
management
capabilities of
the company.
This
objective is
relevant as it
will help the
company
build
profitability.
6
months
To
communicate
benefits of
the Hotel to
international
visitors
This objective is
specific as it
focuses on
developing
international
visitors to the
This objective
can be
measured by
identification
of
international
This objective
can be attained
by building and
promoting
special offers for
international
This
objective is
relevant as it
helps the
establishment
increase
3
months
9

Hotel from
developing
nations such as
India and Japan.
sales of the
company.
visitors. international
sales.
Background Research: Bingham Riverhouse features luxurious rooms, some overlooking the
River Thames. Each room at Bingham Riverhouse is individually decorated and features a
luxurious bathroom, some with whirlpool baths. The elegant rooms have Art Deco inspired
furnishings, DVD players and a built-in sound system. The award-winning Bingham Restaurant
serves British cuisine featuring seasonal ingredients. The wine list focuses on exclusive labels.
The cocktail bar offers both classic and modern drinks. Light meals and afternoon tea are also
available.
IMC components:
Social media marketing: The respective Hotel needs to enhance social media presence
by building social media platforms in international languages for different international market to
communicate the benefits of using the Event services and accommodation services of the Hotel
while visiting London. In addition to this the company can partner with local celebrities to
enhance international visitor and increase sale of event services.
SEO: The firm needs to use this marketing channel in order to interact with consumers
which search event planning and British event planning keywords on famous search engine and
reach the site of the company as a top results. This will increase the sale of event services offered
by the company.
Email marketing: The respective organisation needs to develop email marketing
capabilities in order to communicate event planning offers and packages for celebrations and
functions. In addition to this email marketing will help the company provide personalised
interaction with international customers and enhance international sales of the establishment.
Budget: The budges of this marketing communication plan is not high because digital channels
are used which are cost effective.
Timing: This plan requires time of 6 months to attain communication goals.
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Tactics: Collaboration with local enterprises to develop culturally suitable offers for
international consumers is the main tactic used in this communication plan.
Implementation and monitoring: The plan will be implemented with the help of digital
marketing team which overlooks social media communication, content marketing, email
communication and SEO. The plan will be monitored through relevant digital marketing KPI.
Measurement: To measure effectiveness of global social media pages on attracting foreign
consumers is to identify online bookings from international regions. To measure effectiveness of
SEO Google analytics is used. Increase in acceptance of discount offers through email is the
main factor used to measure effectiveness of email marketing in retaining consumers. Content
marketing measurement is completed with number of shares and lead generated on every post.
Evaluation of presentation of communication objectives in context of marketing communications
mix and business objectives of Bingham Riverhouse
 Advertising: Bingham Riverhouse need to develop promotional material for international
advertisement in order to attract international consumers.
 Personal Selling: The firm needs to develop personalized offers and directly sell them to
individual consumers such as weeding event offers an birthday celebration offers to increase
event planning sales.
 Sales Promotion: The firm needs to promote various benefits of staying at the Hotel such as
free parking and others in order to attract large number of consumers and enhance
international sales as well as event services sales.
 Direct selling: This element will help Bingham Rivershouse resort directly communicate
particular brand image and inform them about various facilities and offers with the help of
email marketing and social media marketing.
 Public Relations: Bingham rivershouse needs to maintain public relations with consumers
in order to build loyal consumer base and increase profitability of the company. This will
help the company attain communication objectives of the organisations.
CONCLUSION
From the above discussion it is determined that communication marketing plan includes
various elements such as MSRT objectives, budgets, trimmings, tactics, monitoring,
implementation and measuring. In addition to this the communication mix elements can be used
by business firms to attain communication objectives effectively.
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CONCLUSION
From the above report it is determined that marketing communication plan is aids
business firms in the hospitality industry in communicating benefits of the business firm to the
targeted consumer base. In addition to this, marketing communication plan helps business firms
attain business objectives and marketing communication channels provide additional value to
hospitality firms. Monitoring marketing communication plan and integration are helpful in
ensuring success of the marketing plan. An effective marketing communication plan includes
various elements such as marketing content, marketing tactics, monitoring and measuring
methods.
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REFRENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing.
Choong, and et. al., 2021. Reaching subculture markets: The cryptic marketing
approach. Journal of Marketing Communications, 27(2). pp.160-175.
Högberg, K., 2017. Challenges of social media marketing-an explorative international study of
hotels. International Journal of Technology Marketing, 12(2). pp.127-141.
Law, R., Leung, D. and Chan, I. C. C., 2019. Progression and development of information and
communication technology research in hospitality and tourism. International Journal of
Contemporary Hospitality Management.
Leung, X. Y., Bai, B. and Erdem, M., 2017. Hotel social media marketing: a study on message
strategy and its effectiveness. Journal of Hospitality and Tourism Technology.
Liu, P. and Sun, J., 2020. Marketing Strategy of Marine Resort: An Exploratory Study. Journal
of Coastal Research, 106(SI). pp.42-44.
Martin, S. L., Javalgi, R .R. G. and Ciravegna, L., 2020. Marketing capabilities and international
new venture performance: The mediation role of marketing communication and the
moderation effect of technological turbulence. Journal of Business Research, 107.
pp.25-37.
Porcu and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International Journal
of Hospitality Management, 80. pp.13-24.
Sheng, J., 2019. Being active in online communications: firm responsiveness and customer
engagement behaviour. Journal of Interactive Marketing, 46. pp.40-51.
Sydney-Hilton, E. and Vila-Lopez, N., 2019. Are marketing strategies correlated with financial
outputs? A longitudinal study. Journal of Business & Industrial Marketing.
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