Integrated Hospitality Marketing Communications

This document discusses the importance of integrated marketing communications in the hospitality industry. It explores different marketing channels and how they serve communication objectives. The document also provides insights into developing communication objectives, selecting and integrating communication channels, and creating creative content. It offers a comprehensive understanding of integrated marketing communication plans for the hospitality organization.

Integrated hospitality
marketing
communications

Contents
Contents...........................................................................................................................................2
PART A...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Identify different channels of marketing and provide how they serve communication
objectives within the hospitality organisations............................................................................1
TASK 4............................................................................................................................................3
P5 Assess an Integrated marketing communication plan with relation to communication
strategy, channel choice and creative content..............................................................................3
CONCLUSION................................................................................................................................4
PART B...........................................................................................................................................4
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................5
TASK 2............................................................................................................................................5
P2 Develop communication objectives for the hospitality organisation.....................................5
P3 Develop the justification for the selection and integration of communications channels......6
TASK 3............................................................................................................................................6
P4 Develop an integrated marketing communication plan which meets communication
objectives for the hospitality organisation...................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

PART A
INTRODUCTION
Unified advertising communications aids in the integration and combination of all
communications sent to the intended audience (Andersen and Johansen, 2016). Various products
have emerged in recent years, all with its unique communications platform for communicating
with people. Buyers are perplexed about what brands and goods one should buy at this point.
Marketing communications aids in the integration of all communications sent to customers at the
identical moment via various interaction channels. Within tourism industry a marketing
communication strategy will be useful because buyers would gather feedback about the company
and lodging amenities at the very same point. The Moreland Hotel in Brighton, England, is a
famous Edwardian seaside hotel. The research will look at several advertising networks and also
how these help with performance objectives. Policy platform, email marketing, and various
features will all be part of it.
MAIN BODY
TASK 1
P1 Identify different channels of marketing and provide how they serve communication
objectives within the hospitality organisations
The procedure through which goods and commodities are conveyed to clients from of the
supplier or seller is known as the advertising conduit. It is closely tied to the sale of goods to end
customers, and this sales force aids in the development of an intelligent approach for product
management. The promotional activities for hotels must be powerful if they are to build a better
corporate loyalty and gain a younger demographic. The Moreland also employs several
advertising strategies, with both the goal of achieving the hotel's strategic goals through these
platforms. By using advertising strategies listed beneath, Moreland engages and communicates
with the public.
 Metasearch ads- The metasearch algorithms are those that are utilised to make travel
arrangements as well as offer all of the details about the property and the amenities it
offers The hoteliers must determine whether metasearch sources are functioning
successfully in order to provide them with advertisements for placement on their

websites. The Moreland has spent funds advertising the hotel on various metasearch
engines by carrying out analysis on the sites that are performing well and attracting a
large number of visitors. This allows the hotel to contact a bigger population at once,
which is necessary if the business attracts guests (Aslam, 2018).
 Official website- The hotel's own webpage is the biggest important resource for visitors
seeking accurate facts about establishment. Moreland had given all of the data that is
necessary to be sent to viewers whether people make a room reservations or gather advice
around the similar on its webpage. The hotel's service contains guests with just enough
data about company, as well as the hotel's homepage is also appealing, that attracts
consumers, and it is simply quite straightforward to use. Through establishing the
homepage and making all of the data known on it, the hotel raises customer loyalty,
which aids in fulfilling the marketing goal.
 Online review sites- Consumers has evolved to the point where they will not only adhere
to someone else's counsel when making a reservation, but will also look at the reviews of
previous guests. Internet reviewers are the most popular tool for visitors to verify out
room service and see what other individuals said regarding the facility. The Moreland
advises individuals who stay at the hotels to write reviews on the hotel’s webpage since
this will aid other visitors who are planning a trip in the coming years. A critical feedback
increases customers' tendency to contact the hotel, as well as the hotel's reputation and
ability to provide knowledge to customers.
 Paid search and display- Whenever a customer browses for the best hotel on Internet,
advertisements may appear. Throughout this case, the hotel advertising team must pay the
web browser for the advert to be displayed; that aids in the hotels economic edge. Such
advertising strategy is used by the Moreland to promote the hotel in the industry,
allowing additional individuals to learn about all this. The hotel's offerings and
atmosphere are highlighted in the marketing, which greatly aids in luring customers
(Cheung, Pires and Rosenberger III, 2019).
 Social media- Consumers today have profiles on online networking, which has emerged
as one of the most potential advertising and sales instrument for businesses. Marketing
the hotel's brand on social networking sites through the use of graphic adverts or material
can assist people become aware of the hotel. Social networking is the most effective and

effective medium for promoting a business to clients and the hotel's proprietors believe it
is the greatest because it assists in achieving a younger demographic. Moreland does have
a presence, on social networking that allows it to communicate with thousands of humans
and informs clients on a variety of topics by posting on a regular basis. This satisfies the
strategic goals since a large number of individuals are informed about the business and
material is provided to them on a periodic manner.
TASK 4
P5 Assess an Integrated marketing communication plan with relation to communication strategy,
channel choice and creative content
The combined advertising strategy design is simply a procedure designed by hotel
managers that is used to deliver a statement to the public that is only one concept but is exhibited
through many sales channels (Vohra and Bhardwaj, 2019). This method is said to be the best
productive since it does not involve a significant investment on advertising and marketing and
allows the word to touch a greater crowd. The technology is used by Moreland to spread the
information to the intended population that aids in giving and distributing the information to the
masses in an uniform manner.
Integrated marketing communication with channel choice- It is the biggest significant
component in conveying accurate knowledge about the hotel and the amenities that it offers.
That's because if advertisers don't apply the right approach and medium, the business model
becomes a nightmare (Choi and Cai, 2018). The Moreland marketing department examines the
methods that would be most effective in communicating the hotel's knowledge and messaging.
Marketing communication is a connection between several advertising networks that allows a
communication to be sent to the public at a quicker rate and with less ambiguity. The advertising
department only needs to examine and discover the platforms that can touch a wider population
in much less period while also sending the news more efficiently. The Moreland advertising
agencies continue to work hard, and so as a result, the hotel's reputation has improved
significantly.
Integrated marketing communication with communication strategy- The fundamental
goal of each and every firm is to convey about item or brand to the market targeted clients so
unified advertising interaction is linked to the strategic plan. The Moreland employs a variety of

advertising methods to notify people about the hotel's presence, amenities, and how it differs
from competitors. The hotel's primary goal is to successfully interact with a wider public and to
connect out to them through giving the most up-to-date facts. Since this instrument connects
numerous platforms and delivers the information to the targeted group at the identical moment
even with high regularity, promotional mix aids in the implementation of the implementation
process. Advertising takes a lot of time since the majority of it is devoted performing
investigation and afterwards determining the appropriate plan for the circumstance. This
technique doesn't really necessitate a lot of thought and analysis to determine what it will work
the best. This utility just sends a message out on multiple devices at the same time.
Integrated marketing communication with creative content- In business, it is not only
the graphic illustration that is significant, but the information that is put on the advertising that is
extremely significant. The primary purpose of advertising is already on the snappy sentences and
the topic concept upon which advertising are built, rather than on the graphical commercials or
visuals that aid to entice customers. Marketing communication refers to advertising that
encompasses not just to channel selection as well as the information put on advertisements and
images. The Moreland has created memorable motifs and phrases for its hotel, and is one of the
primary factors that draw customers in. The innovative material aids in the development of the
hotel's reputation and encourages customers to explore the establishment. Along with its
innovative features, The Moreland distinguishes out among its rivals (Chung, 2017).
CONCLUSION
It could be inferred from the foregoing data that such a marketing communications platform
is successful in producing information to clients. It aids in the development of the brand's image
in the marketplace, as well as customer familiarity with the company. Hotels would've been able
to reach a wider population with their communications about the accommodation and the
services they offer. It’s since every vital and necessary advertising transmission medium
efficiently communicates with clients.
PART B
INTRODUCTION
Integrative advertising communications connects all sources of information so that the
potential customers are efficiently addressed (Hassan and Sharma, 2020). The expense of

advertising is reduced whenever the information is received by a greater variety of populations
through the employment of effective methods. Because marketing communication is believed to
be more cost efficient than mainstream media, and because customers frequently spent more time
on social Media, advertisers must devise a strategy to engage with them on this medium.
Companies, particularly hotels, has begun to use this style of communications while launching
anything innovative because it aids in giving knowledge as to whether the contents offered by
marketing strategies were transmitted correctly or not. The study will go through desired
outcomes and advertising, as well as material that is suitable for the medium and goals.
MAIN BODY
TASK 2
P2 Develop communication objectives for the hospitality organisation
Communicating, in definition, refers to the exchange of information among two or more
people in order to have a better knowledge of the topic at hand. However, in context of corporate
communications, this implies reaching out to a greater crowd and conveying a signal about the
organizational vision and the goods & services it offers to the public. However, in tourism, and
particularly in hoteliers, communications is the means through those hotels may inform its guests
regarding their establishment and the products it provide. The Moreland does have a number of
aims that they provide to its potential customers, which are listed underneath:
 Creating interest- If good advertising is not performed, no one will be intrigued in
visiting the hotel if there is no interaction. Advertising is offered not only to inform
people of the business, but also to pique curiosity in it. The Moreland advertising agency
creates user-generated content that seeks to pique public's curiosity in the
accommodation.
 Promoting the brand- Whenever knowledge is disseminated to a larger quantity of
individuals it becomes much easier to promote a business. Due to the extreme advertising
techniques that are using and its unique concepts that assist promote the hotel's identity,
the Moreland have built a position in the industry (Martínez, Herrero and García-de los
Salmones, 2020).
 To develop awareness- The primary goal of communications is to increase the numbers
of individuals who are aware of it. With no advertising or publicity, no one will

understand about both the business and its offerings, and it will be unable to raise public
consciousness about the business and its facilities. The major goal of the Moreland is to
raise awareness of the hotel so that more customers can reach and enjoy the experiences.
P3 Develop the justification for the selection and integration of communications channels
Each company uses communications networks because these deliver useful and profitable
data to the community about the branding and the offerings they plan to give. The main benefit is
to show the audience so that they really are aware of the company's brand existence and are
drawn to it. Due to the extreme reason stated below in relation to the hotel described above, the
identification and implementation of multiple channels of marketing is performed.
 Increases higher revenue- The hospitality industry would not begin operations before
even notifying the public, which can be accomplished through the use of channels.
Utilizing the strongest marketing methods The Moreland has effectively established its
position in the industry. People had improved the hotel's reputation by posting favourable
evaluations on the internet, which encourages others to attend the hotel with a better
outlook. This boosts the hotel's profitability, and The Moreland is the oldest and most
opulent hotel in the city (Patwardhan, Pandey and Dhume, 2017).
 Reach to larger number of people- If knowledge about the business must be
communicated to a big amount of persons, communications networks are beneficial. The
best illustration is social networking that is currently exploited by thousands of people
and promoting on these communications allows you to contact out to more people in
much less period while also building connections with a large number of individuals.
 To promote the brand- The methods of marketing are useful for disseminating hotel
website. Advertising and knowledge about the branding would not be accomplished sans
interaction, and customers would've been ignorant of new hotel openings. With the
correct use of marketing channels Moreland has successfully implemented its brand
reputation.
TASK 3
P4 Develop an integrated marketing communication plan which meets communication objectives
for the hospitality organisation
The following is an explanation of the promotional mix plan in relation to The Moreland-

 Developing budget- It is critical to determine the funding that will be used to carry out
this business model. However, the expenditure for employing the marketing mix conduit
is lower than for other channels of communications hence the Moreland uses it (Song,
Moon and Kim, 2019).
 Identify and understand the target audience- An intended audience is a segment of the
market defined by their behaviour and characteristics, like young travellers that are aged
18 to 25. Most companies' marketing strategies are influenced by intended audience,
which include where to invest money on advertising, how to attract to buyers, and even
what the products to produce next. Potential customers are often used to define a
company's buyers list. Best customers are a fictitious representation of a company's ideal
consumer, based on data from a sample population. Prior to utilising any advertising
medium it is critical to determine the intended audience who may assist in improving the
hotel's earnings. This strategy for utilising the customer relationship management
medium is initially conducted by The Moreland's marketing department.
 Identify the marketing methods- Hotels must determine which channels would be used
to promote contact details. They need to work on their material quality and also how
innovative company can get into distributing the information. Moreland's method of
conveying information and messages is thought to be particularly inventive.
 Execute, Test, Reiterate- With the creation of the above items, it is necessary to put
what has been planned into action and to make any necessary revisions. Also this method
is very crucial as it helps in the overall improvement and evaluation of the business so
that appropriate measures can be taken which can be implemented and can help the
business to perform at its beat so that it can achieve and accomplish the desired goals and
objectives (Tan and Ooi, 2018).
 Identify the Unique selling proposition (USP)- The hotel must find the USP that
distinguishes them among its competition so that their transmission medium could be
most efficient. Moreland's USP is the atmosphere and the amenities it want to offer their
guests, which they can promote or communicate about in their advertisements. Apart
from that the above mentioned company focuses a lot on this aspect as it helps it to
capture a larger market share as compared to the other rivals that are operating in the
similar market scenario.

 List the success metrics- The comments on the webpage, the number of individuals who
respond to messages, and the material published about the business are all examples of
key performance indicators. With the proper use of platforms, the Moreland has set its
performance indicators.
 Maintain a brand element- The development and maintenance of a hotel's identity
whilst leveraging the communications network is critical. As this allows players to stand
out from the crowd, something The Moreland has achieved. The hotel which is
mentioned above puts a lot of attention on increasing its brand value so that it can prove
beneficial in attracting a lot of customers so that it can help in increasing its sales and
profitability and also can help in the overall growth and development (Tzoumaka,
Tsiotsou and Siomkos, 2016).
CONCLUSION
Based on the findings of the aforementioned analysis, this can be stated that integrated
marketing communication is economically viable, reduces advertising costs, and spreads
information to a greater crowd at a quicker rate. This advertising is not the same as conventional
advertising but it is effective in building beneficial ties with customers. Hotels have begun to
employ this advertising strategy in order to strengthen their brand and improve their brand value.

REFERENCES
Books and journals
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and commitment. Journal of Marketing Communications, 22(5), pp.524-543.
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examining social media marketing effects on brand awareness and brand image.
International Journal of Economics and Business Research, 17(3), pp.243-261.
Choi, S.H. and Cai, L.A., 2018. The role of relationship quality in integrated destination
marketing. Journal of Travel & Tourism Marketing, 35(5), pp.541-552.
Chung, J.Y., 2017. Online friendships in a hospitality exchange network: A sharing economy
perspective. International Journal of Contemporary Hospitality Management.
Hassan, A. and Sharma, A., 2020. The Emerald Handbook of ICT in Tourism and Hospitality.
Emerald Publishing Limited.
Martínez, P., Herrero, Á. and García-de los Salmones, M.D.M., 2020. Determinants of eWOM
on hospitality CSR issues. In Facebook we trust?. Journal of Sustainable Tourism,
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Patwardhan, A.A., Pandey, N. and Dhume, S.M., 2017. Integrated model for understanding
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Song, J., Moon, H. and Kim, M., 2019. When do customers engage in brand pages? Effects of
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Journal of Marketing Communications, 22(3), pp.307-326.
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