Integrated Hospitality Marketing Communications

Integrated Hospitality
Marketing
Communication

Table of Contents
PART- A..........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1. Discuss the various marketing channels used by the hospitality industry to support
communication objectives of an organisation........................................................................1
P5. Discuss and critically evaluate a integrated communication plan in terms of
communication strategy, channel choice and creative content..............................................3
CONCLUSION................................................................................................................................4
References:.......................................................................................................................................5
Books and Journals.................................................................................................................5
PART - B.........................................................................................................................................6
INTRODUCTION...........................................................................................................................6
MAIN BODY...................................................................................................................................6
P2. Discuss and design the communication objectives for the Connaught hotel...................6
P3. Discuss the justified reasons of selecting and integrating of chosen communication
channels..................................................................................................................................7
P4. Discuss and design an integrated marketing communications plan that effectively meets
communication objectives for the Connaught hotel...............................................................8
CONCLUSION................................................................................................................................9
References:.....................................................................................................................................10
Books and Journals...............................................................................................................10

PART- A
INTRODUCTION
In today’s competitive environment when a person enters the field of marketing the most
important thing is to communicate effectively with the consumers for which an effective
knowledge and understanding about marketing communication tool is necessary. The integrated
marketing communication is the concept that that has involved all the kinds of communication
tools and interaction programmes together which can be used by the organisations to
communicate and also as a promotional tool (Khandamova, Shchepakin and Bazhenov, 2017).
Hospitality industry is the service industry that provides service to their customers related to
accommodation, food and beverages, event planning, hotels, resorts, tour and travel and many
more. The hospitality industry also utilizes the integrated approach of integrated hospitality
marketing communication to increase the customer’s interaction with their organisation. The
present report is on the famous 5 star hotel “The Connaught Hotel” based in London, UK. The
hotel is owned and operated by the Maybourne Hotel Group. The hotel has 121 rooms, two
restaurants, public area, function area, spa and much more. This section of the report will outline
the different marketing channels and how they aid to communication objectives of the
organisation. Further in the integrated communication plan is critically evaluated in relation to
the communication strategy, channel choice and creative content.
MAIN BODY
P1. Discuss the various marketing channels used by the hospitality industry to support
communication objectives of an organisation
Marketing channel is the medium by which the organisation transfers their product and services
to the consumers. Basically it is the method of connecting the company with the consumer in
order to communicate the message of the organisation products and services to the potential
customers (Bruhn and Schnebelen, 2017). In the Connaught hotel the marketing manager and the
team of marketing use different marketing channels to serve their communication objectives for
increasing the sales and to pursue their potential customers. The different marketing channels are
discussed below:
Advertising: Advertising is one of the paid form of communication and the marketing channel by
which companies choose sponsor or an agency that draws attention towards the services and the
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products of the organisation. Advertising effective marketing channel for the Connaught Hotel as
it focuses on the living the message to the large group of people through the media like television
radio newspaper magazines and in many other forms. Advertising is the oldest form of
promotion which has timely gate new technologies and Medias to enhance their service and also
to expand their limit beyond the traditional advertising channels (Blakeman, 2018). In
Connaught Hotel the purpose of advertising is to provide the consumers informative knowledge
to create the brand awareness as well as the awareness about their products and services and also
to launch and announce the new offers in services that are beneficial to the consumers. The help
of advertising company also support the communication objective by pursuing and convincing
their consumers to try the services of Connaught Hotel and remain loyal to a current brand.
Public relations: Public relation refers to the concept or a process of maintaining good and the
favourable relations between the organisation and the public group’s, communities and the
consumers which are beneficial for the brand image. Public relation does not required to pay for
the publicity for getting the attention of the consumers all the other stakeholders of the hotel
rather it polishes the image of the organisation (Iba and Lilavanichakul, 2020). In Connaught
Hotel to support their communication objectives the company used PR strategy and the
communication channel to give the favourable brand image by drawing the attention of
consumers by newsworthy and attention would the activities. In Connaught Hotel the purpose of
using public relations as a marketing channel is seek the attention of the consumers as well as to
build the long-term relationship with them in order to maintain the loyal customers and to
promote the organisations product services and brand which helps the organisation in shaping
market perceptions as well as to generate the Goodwill of the hotel in the hospitality industry.
Social media marketing: The social media marketing is a digital marketing method by which
Connaught hotel can promote and advertise the brand and their offerings on the social media
channels like Facebook, Instagram, Twitter and other social media sites by posting the creative
and eye attracting social media content on it. The social media content is mainly in the form of
images, blogs, videos, live videos, info graphics etc. The social media platforms are the direct
platform for the companies to interact with their consumers when compared with traditional
marketing channels which will help the hotel to accomplish their communication objectives (Ma
and Chen, 2017). Therefore it is very important for the Connaught hotel to create creative
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