Integrated Hospitality Marketing Communications

This document discusses the importance of marketing communication in the hospitality industry and evaluates different types of marketing channels and their communication objectives. It also critically evaluates an integrated marketing communications plan in relation to communication strategy, channel choice, and creative content. Furthermore, it explores the design of communication objectives for a given hospitality organizational situation and provides justifications for the selection and integration of communication channels. Finally, it guides the reader on how to create an integrated marketing communications plan.

Integrated Hospitality
Marketing
Communications
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Table of Contents
Table of Contents.............................................................................................................................3
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
LO1..................................................................................................................................................1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organizations................................................................1
LO4..................................................................................................................................................3
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................3
PART 2............................................................................................................................................4
LO2..................................................................................................................................................4
P2 Design communication objectives for a given hospitality organisational situation...............4
P3 Provide justifications for the selection and integration of communications channels chosen
.....................................................................................................................................................5
LO3..................................................................................................................................................7
P4 Create an integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organisational situation..........................................................7
CONCLUSION................................................................................................................................8
REFERENCE..................................................................................................................................9
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INTRODUCTION
Marketing communication is the main activity which is performing by marketing
management for the purpose of delivering their products and services to end consumers in
expectation of attaining profitability (Syawaluddin, Joni and Erwin, 2019). In other words,
marketing communication is creating the brand awareness between potential customers that can
help to manage all functions. The marketers are uses different types of tools and techniques that
develop the organizational functions and activities. Before selling any kind of products there is
need of promotion and marketing communication which influence the number of customers and
develop the organizational performance. To understand about Hotel Four Seasons Hotel London
at park Lane is a luxury 5 Star hotel in London. This was built in 1970th for the purpose of
providing different types of products and services. The management of such hotel provide the
rooms and accommodation services which develop the higher profitability.
PART 1
LO1
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations
Marketing is the main activity which undertakes to promote the buying and selling the
products which can help to develop the organizational performance. This is the activity, set of
institutions, process of creating delivering, and exchanging the information for the purpose of
managing all functions and activities. Marketing is the important for all companies which uses
by organization for promoting their products and services. This the is promotion of business
products to target audience by influencing number of customers and selling their products. In
relation to Four Seasons Hotel, marking is use by management for reaching their targeted
customers and managing the higher performance. The management understand the requirement
of society and provide the products and services which can help to develop the organizational
performance (Llopis-Amorós, and et.al., 2019).
Marketing channel is explained as distribution method of products in which organization
transfers their products from one person to another. In other words, marketing channel is the
continuous method that used to building a connection between company to customers. The
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management are using different types of channel to reach their targeted customers. There are
different types of marketing channel that are as explained:
Producers to Consumers – This means is related to producers and customers where
there is direct relation has been created. This can help to increase the living of people as they get
products at lower cost and maintaining higher performance of organization by reducing mediator
cost. In relation to Four Seasons Hotel, management can directly contact with their regular
customers that can help to develop the business performance and productivity (Duffett, ,
Petroșanu, Negricea, and Edu, 2019).
Producers – Retailers – Consumer – This can be explained as another marketing
channel in which there is a relation between producers, retailer, and consumers. It has seen that
when products are manufactured then it contacts to retailers and retailer connects with consumers
which can help to develop the organizational performance. This is uses by Four Seasons Hotel
for the purpose of selling their products and services. Herein, producers connect with retailer and
then it connects with consumers that can help to managing their all functions and activities.
Producers – Wholesaler- Retailers- Consumers – This can be explained as marketing
channel method which uses by companies for the purpose of selling their products and services
to end consumers. The producer is one who manufacture products, This sales to wholesalers, and
wholesaler sales their products to retailers, and retailers sales their products to consumers which
can help to reach the targeted customers and managing the all functions. This can be used by
management of Four Season Hotel for the purpose of selling their products and services. This
create the higher cost for customers who wants to get products as number of mediator are
available and affecting the organizational activities (ALAN, 2020).
Communication channel serve the communication objectives
It has seen that needs and demand of customers are getting to changes where different
types of products and services are demanding for the purpose of feeling satisfaction. The
cooperative objectives of Hotel are to deliver the organization’s objectives to all its audience.
The communication creates and preserves the brand of company and help to increase the
organizational sales. The retailer and wholesaler is the mediator between two customer and
producer which can help to provide the products and services. The marketing management of
Four Season Hotel, understand the requirement which can bring the changes and products as per
customer requirement which develop the business performance and attain the competitive
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advantages. For serving communication objectives management communicate with their
customer requirement which can help managing all functions and activities. Communication
channel is important as it provide abilities of power and control to superior and provide
satisfaction.
LO4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
For organization and people it is important to have clear and right communication as it bring
the changes for improving performance. Without marketing communication it will be difficult
for organization to introduce them products and increase the organizational sales as it affects the
organizational productivity. All marketing communication channel and strategies are integrated
with cooperative objectives which can help to managing the all functions and productivity. In
relation to Four Season Hotel, marketing communication plan is prepared by management by
using communication strategy, choices and content that influence people and make decision of
buying that is defined below:
Communication strategy: This can be explained as planning which used by people and
business concern for the purpose of sharing the information and managing all functions. The
management of selected organization is using the different communication strategy that are
explained:
Verbal: This strategy is used of language to transferring information through speaking
and sign language. This can be use by management of Four Season Hotel which can help to
managing the function and activities.
Non-verbal – This strategy is related to use of body language, facial expression, and
gestures and others which can help to share the information and data properly (Lincényi, 2019).
Written – This can be explained as communication strategy in which written activities
are done by one person and sent to another. This can be in the form of text, and others. The
employer of Four Season use written method to conduct any annual meeting, and seminars by
emailing and massaging that can help to managing all functions (Porcu, and et.al., 2019).
Channel Choice – In business environment there are different types of communication
channel choice which uses by business concern for the purpose of managing all functions and
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activities. In relation Four Season Hotel, producer to consumers channel choice is used by
management. In this, people who wants to go outside for spending their holidays, contacts
directly with hotel through their websites and online facilities. This can help to reach the targeted
customers and sale them products and services. This provides the higher range of services which
influence the number of customers and attaining the higher performance. The management
understand the requirement of their potential customers and managing the all function by
offering types of services.
Creating content – Content is the written blog that prepared by a person for the purpose
of creating a high brand image in front of all and develop the profitability. This is the process of
identifying new topic and write about and deciding which form is asking by clients. The
management recruit the content writer who create different content and study about their hotel
and services then share with people which can help to get high range of customers and
maintaining the higher profitability. The management is having important role who create the
good value of organization by writing a content and completing the task (Strycharz, van Noort,
Helberger and Smit, 2019).
PART 2
LO2
P2 Design communication objectives for a given hospitality organisational situation
Communication is the most important thing a it used to share and transform the messages
between two and more than two person. This uses by all people when they requirement to have
all functions and activities that require to be done timely. The management is playing the
important role as it analysis the environment and conduct the environment analysis for the
purpose of setting organizational objectives and attaining them on time. The communication
objectives of Hospitality industry are defined as:
Building awareness – The objective of communication is to create the awareness
between people and others by providing information and managing all functions. This also helps
to bring changes by discussing and delivering the products. The management and employees use
the communication for creating awareness in front of their guests which can help to provide the
quality of service.
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Providing information and education – Communication is related to sharing and
delivering the right messages and completing the work. This use by management of Four Season
Hotel for providing the education and information to all who need that can help to develop the
organizational performance and productivity (Ishaq, 2019).
Organising resources – for all organization it is most important that their resources and
capital should be organized properly which can help to complete the task properly. The
management of Four Season Hotel use the communication objectives for collecting and
organising the all resources which are available and managing the all functions. This can help to
bring the changes and offering the higher services.
Motivating people/ Audience – There are number of communication channel which uses
by all people to communicate with others in different method. This can help to managing the all
functions and resources by sharing the information and bringing the changes. This also motivate
the audience who wants to visit the different places. So Four Season Hotel is using the marketing
communication for the purpose of motivating and influencing the number of customers. This can
help to develop the all functions and performance.
Promoting the brand, product and services – The aim of each organization is to
promote their products and brand by delivering high quality of service. This can help to
managing the all functions and influence the customers by completing the task on time. In
relation to Four Season Hotel, management use the communication mix and its strategies for
reaching the targeted customers and attaining the higher performance. The management of
selected hotel, launch the new products and services by using marketing communication channel.
Thus, different marketing communication such as advertisement, public relation, press
media, and social media is used by management which can help to reach the targeted audience
and attaining the higher performance. This can help to managing all resources and activities
P3 Provide justifications for the selection and integration of communications channels chosen
Integration means to build the relation between consumer and producers for the purpose
of promoting their products and services. This is important for management to use different types
of communication mix which can help to reach the targeted customers and maintaining higher
performance. Communication channel is the process of connecting with people and selling them
products as per their needs and wants. There are different communication channel that are uses
by Four season Hotel for reaching the their targeted customers that is defined below:
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Advertising – This is the effective channel of communication which used by
organization for influencing customers and selling their products. This is also used by Four
Season Hotel by selecting the appropriate method of advertisement which can help to reach the
target audience and complete the task effectively. This also manage the all functions and increase
the organizational sales effectively (Anabila, 2020).
Ad Testing and Measurement - Ad testing involves previewing messages and
exploratory ad concepts with members of a targeted audience to determine which ones respond
best and to gain insight into how to improve messages or other components of the ad to improve
results. Before going public, organisations may perform extra testing with near-final marketing
pieces to fine-tune the messages and images. This can be use by Four Season Hotel by reviewing
messages and improving their services which can help to attain the high range of customers and
maintain profitability.
Public relation - The process of maintaining a positive image and creating good
connection between the organization and the public communities, groups, and people it serves is
known as public relations (PR). This can be used by Four season Hotel to create a brand image in
global hospitality industry which would influence more customers to get services. Unlike
advertising, that uses paid communications to try to create good impressions, public relations
does not pay for attention or notoriety (Švajdová, 2019).
Sales promotion - Personal selling and advertising can both benefit from sales
promotion. This is another method of communication channel which used by company to
promote their sales and attaining the higher brand image in changing environment. Sales
promotions are marketing events or sales initiatives that encourage people to buy things. They do
not include personal selling, traditional advertising, or public relations. Direct marketing, like
advertising, can be produced as part of a social media or e-commerce initiative, but the methods
and techniques are vastly different.
From the above discussed communication channel Four Season is using the Public
relation and sales promotion channel which benefits to increase the number of guests in hotel and
develop the organizational sustainability. As whole world is facing the pandemic where people
becoming more health consciousness in this situation it maintain the all protocol and ensure their
guest that they will be safe while consuming hotel services which can help to increase the
organizational brand image and profitability effectively.
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LO3
P4 Create an integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organisational situation
Integrated marketing communication is easy and simple concept which uses by marketing
management for the purpose of developing the business activities and functions. The marketing
communication ensure that all forms of communication and message that are linked to
collectively. In other words, integrated marketing communication is the continuous process of
coordinating all activity across different communication methods. In relation to Four season
Hotel a communication plan is prepared by management that is defined below:
Mission – To fill the customer demand and choices by offering range of accommodation
services.
Vision – To believe in recognizing a familiar face, welcoming new one and treat all
customers same by providing the hotel products.
Objectives-
 To influence and attracts the large number of customers in hospitality industry.
 To enhance the customer and market base within 2023.
 To increase the profitability by providing quality of service within 2023.
 To increase the organizational performance and activities by 40%.
Strategy: The Four Season is the larger size UK based Hotel that used the marketing mix for
promoting their products and services such as;
Product/ service: The selected hotel is providing food, living, and other services which used
by business concern and other people for their different purpose. This can help to increase the
organizational performance and productivity who understand market trend and provide services.
Price : This is main factor which is selected by management and charge from customers. The
management of Four season hotel use the Price skimming strategy which can help to attracts the
high profile of customers and make feel them happy and satisfied (ROLISIANI, PURWANTI,
and HERLINA, 2019).
Place – The four Season is located in UK and opening its more hotel across the world which
can help to attracts the large customers and maintaining higher performance. This also bring the
higher performance by influencing customers and completing task.
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Promotion: The management of Four Season Hotel use the Print media, sales promotion,
and social media to introduce their hotel services and maintaining the higher productivity. The
management influence the customers and deliver them hotel services by managing all functions
and activities.
Budget – This can be defined cost and budget that incurs while doing any business activities
and functions. The budget for communication plan is £ 100000 that will be used in marketing
activities that can help to reach the customers and attaining higher performance.
Measuring and monitoring – To measuring and monitoring the organizational activities and
communication plan there is need to have proper focus on measurement. In relation to Four
Season hotel, management use the KPI tool to measure the performance and monitoring the all
communication function which can help to reach the targeted customers and attain the higher
profitability.
Controlling – This is another activity which uses by management of selected hotel for
controlling and bringing the changes in their task. This focuses on each task and make the right
business decision (Othman, and et.al., 2020).
From the above communication plan it can be evaluated that management increase their sales
and performance by using communication channel properly and deliver them services
accordingly. This manage the higher productivity and profitability by offering different types of
hotel and living services in the changing environment that can help to attain the competitive
advantages.
CONCLUSION
From the report it can be concluded that marketing communication is the continuous
process which used by organization foe reaching the targeted customers and increasing the
performance. The management should be understand the requirement and select the best method
of communication that can help to develop the business performance. Direct marketing, sales
promotion, print media, and social media are the effective channel of communication that used
by hospitality industry to influence and sale their services.
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REFERENCE
Books and journal
Porcu, L., 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.
Anabila, P., 2020. Integrated marketing communications, brand equity, and business
performance in micro-finance institutions: An emerging market perspective. Journal of
Marketing Communications. 26(3). pp.229-242.
Švajdová, L., 2019. Modern Marketing Communication in Tourism. Marketing. 4(2).
ROLISIANI, P., PURWANTI, R. S. and HERLINA, E., 2019. Pengaruh Integrated Marketing
Communication terhadap keputusan pembelian (Penelitian pada PT Bahana Cahaya
Sejati Ciamis).
Othman, B. A., and et.al., 2020. The effects on customer satisfaction and customer loyalty by
integrating marketing communication and after sale service into the traditional marketing
mix model of Umrah travel services in Malaysia. Journal of islamic marketing.
Ishaq, Y., 2019. Strategi Integrated Marketing Communication Vexanium Foundation dalam
Melakukan Initial Coin Offering (Doctoral dissertation, Universitas Multimedia
Nusantara).
Strycharz, J., van Noort, G., Helberger, N. and Smit, E., 2019. Contrasting perspectives–
practitioner’s viewpoint on personalised marketing communication. European Journal of
Marketing.
Lincényi, M., 2019. The importance and necessity of marketing communication management in
local government in the Slovak Republic. Pogranicze. Polish Borderlands Studies. 7(1).
pp.25-35.
ALAN, G. A. E., 2020. THE IMPORTANCE OF MARKETING PUBLIC RELATIONS FOR
“NEW” CONSUMERS. New Communication Approaches in the Digitalized World,
p.157.
Duffett, R., Petroșanu, D. M., Negricea, I. C. and Edu, T., 2019. Effect of YouTube marketing
communication on converting brand liking into preference among millennials regarding
brands in general and sustainable offers in particular. Evidence from South Africa and
Romania. Sustainability. 11(3). p.604.
Llopis-Amorós, M. P., and et.al., 2019. Social media communications and festival brand equity:
Millennials vs Centennials. Journal of Hospitality and Tourism Management. 40. pp.134-
144.
Syawaluddin, S., Joni, J. and Erwin, E., 2019. Influence of social media advertising, e-marketing
and product quality on the process of purchasing nature cosmetics. International Journal
of Research in Business and Social Science (2147-4478). 8(5). pp.316-321.
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Online
Types of marketing channel. 2021. [Online]. Available through:
< https://lapaas.com/4-types-of-marketing-channels/ >
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