Integrated Hospitality Marketing Communication

Integrated Hospitality
Marketing
communication

Table of Contents
Part A...............................................................................................................................................1
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
P1.Evaluate distinct types of marketing channels and how they serve communication
objectives within a range of hospitality organisation.............................................................1
P.5 Critically evaluate the integrated marketing plan in relation to communication strategy,
channel choice and creative content.......................................................................................3
Conclusion.......................................................................................................................................5
References:.......................................................................................................................................6
Books and Journals.................................................................................................................6
Part B...............................................................................................................................................7
Introduction......................................................................................................................................7
Main Body.......................................................................................................................................7
P2.Design communication objective for a give hospitality situation.....................................7
P3.Provide justification for the selection and integration of communication channels chosen
................................................................................................................................................8
P.4 Create an integrated marketing communication plan that effectively meets communication
objective for a given hospitality organisational situation.......................................................9
Conclusion.....................................................................................................................................10
References:.....................................................................................................................................11
Books and Journals...............................................................................................................11

Part A
Introduction
Marketing is a broader term and plays a significant role in any business firm as it is
concerned with identifying the target audience needs, designing and developing a product,
promoting the features of goods produced and persuading them to make a purchase. Earlier
companies made use of one size fit for all approach to communicate with the target market which
was costly and uninformative as there were improper tools to measure performance. In a present
world, Mass marketing have shifted towards niche marketing which have made it necessary for
the companies to have integrated marketing communication with the aim to develop cost
effective, unison and effective marketing campaign delivering same value (Font and et. al.,
2021). IMC is a widely used concept used by companies to promote a message through multiple
channels of communication or strategies which are coordinated and integrated to deliver clear
and consistent message with the aim to maximise the impact and reduced cost of marketing
campaigns. Hospitality industry also makes use of IMC to brand their services and communicate
with the target audience. Five Lakes Resort in Essex is run, managed and operated by the AB
Hotels Group , is a 194 bedroom hotels and resort offering wide range of services to deliver
excellence, warm and friendly hospitality. The report outlines the use of distinct marketing
channels to meet the communication objective and integrated marketing plan in relation to
corporate strategy, channel choice and creative content.
Main Body
P1.Evaluate distinct types of marketing channels and how they serve communication objectives
within a range of hospitality organisation
Marketing channels constitute a important element of marketing mix which is concerned with
means of physical distribution of goods and services from the place of origin, that if
manufacturer, to the place of destination, that is finally to the consumer for the consumption.
These channels act as liaison between the clients and Five lakes Hotels and Resorts in delivering
their services and deliver exceptional, warm and friendly experience (Yoon, Kim and Fu, 2020).
In the company, marketing manager and event manager makes use of distinct marketing channels
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to make the customer aware about their events services and facilities they offer such as venue,
food, logistic and accommodation. Below mentioned are the detailed distribution channels: Advertising: Advertising is one of the significant channels used by the Five Lakes Hotels
and Resorts to disseminate the information to the target audience and promote the brand
by means of paid announcements. These announcements are directed towards the
catching the attention of the clients through different medias of communication such as
radio, television, newspaper, magazines, direct mails, internet etc. This is one of the
traditional methods of reaching to the target audience and effective too as the message
conveyed through the medium of advertising are more compelling and persuading than
any other forms of communication (Kumar and Kaushik, 2020). Five Lakes makes use of
sponsorship to finance the events both by paying a supporting amount or become a
hospitality partner to make appeal to their exceptionally quality of services which in turn
increase its brand image and builds good rapport as a leading brand. These modes of
communication are also essential for communication with the other stakeholders to make
aware about the companies, corporate policies, corporate social responsibility and
announcement of the strong financial position. Public Relation: Publicity or Public relations are the distinct mode of communication
channel which has potential to arouse interest or curiosity about the brands, products or
services in collaboration with media outlets such as newspaper, journalists, and other
significant organisations. Public relations help the Five Lakes in converting brand
message into stories that appeal to its target audience and media which have interest in
the services and business affairs of the hotels. PR is viewed as more objective and neutral
form of promotions as the information shared in the form of news, campaign or strategies
ate tailored with the intention of creating, promoting and enhancing the positive brand
image of the company and services offered. Some of the techniques used by Five Lakes
Hotels to enhance its brand image through press release, news conferences and publicity
(Kim, Yoo and Yang, 2020). These campaigns are mostly designed keeping in mind
interest of clients, events and trends which can be connected to the Hotel’s services.
Another technique that can be used by the Hotel is sponsorship of events and experience
which helps in generating positive Public Image and reaches the more target audience.
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