Integrated Hospitality Marketing Communications

Integrated
Hospitality Marketing
Communication

Table of Contents
Part A.................................................................................................................................3
Introduction.......................................................................................................................3
Main Body.........................................................................................................................3
P1 Discuss some marketing channel types in context of a hospitality organization to
support objectives of communication for their company............................................................3
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................5
Conclusion.........................................................................................................................6
References.........................................................................................................................7
Part B.................................................................................................................................8
Introduction.......................................................................................................................8
Main Body.........................................................................................................................8
P2 Communication objectives for Premier Inn hotel....................................................8
P3 Justifications for the selection and integration of communications channels for
Premier Inn..................................................................................................................................9
P4 Integrated marketing communications plan that effectively meets communication
objectives of Premier Inn hotel..................................................................................................10
Conclusion.......................................................................................................................11
References.......................................................................................................................12

Part A
Introduction
It is important for every company to communicate with their targeted audience on time
to time basis for many reasons like knowing their needs and wants, to convey message about
new product or service launch, taking feedback from customers that they weather like or dislike
the product or services offered by the company and many more (Widiastuti, 2019). There are
various ways of communicating with clients like through social media, e-mails, telephones, TV
ads and etc. In context of hospitality sector, they are required to focus on their promotional
activities properly so that they can make sure that the information about their services is getting
reached by their targeted audience in a proper way for their awareness. Premier Inn hotel is
founded by its parent company Whitbread in the year 1987. It is headquartered in Dunstable,
England, UK. The following report covers marketing channel and integrated marketing
communications plan in relation to the communication strategy in context of mentioned hotel.
Main Body
P1 Discuss some marketing channel types in context of a hospitality organization to support
objectives of communication for their company
Marketing medium is the way of communication between company and customers. It
refers to those channels and sources which help the company and customers to communicate
with each other. It helps the company to convey their message to customers and it helps the
customers to convey their questions and doubts about the products and services to the company
(Wu, 2018). It is essential for every company to communicate with their customers for their
organizational success. In context of Premier Inn, their marketing medium are their websites,
newsletters and social media account to communicate with their customers and convey some
essential information to their customers to promote their hotel. Some of the marketing mediums
used by hospitality industry are explained below-
Social media marketing- It is one of the best and popular ways of marketing medium
in today’s scenario because most of the people in today’s generation use social media to search
about any company or any other information. Hence, most of the hotels including premier Inn
use this channel for communicating with their customers where they upload pictures and videos

of their hotels to attract customers and to make them aware about their services. They also allow
customers to comment on those pictures and videos to know their preference about the services
offered by them. Sometimes they often use social media channels to send their feedback forms to
get it filled by their clients and send back. They also respond to every chat from their client side
to resolve their issues and doubts. Hence, social media is a good marketing medium which help
the hotels to communicate with their customers and know their preference about the brand.
Advertising- It is the marketing channel where companies supposed to find their
sponsors and other advertisement agencies to make them an appropriate payment and ask them to
advertise their brand and products for different purpose like local reach of advertisements and
global reach of advertisements (Dewhirst, 2018). It is the same source which is used by common
customers like TV ads, hoardings at roadsides and many more. Premier Inn use hoarding form of
advertisements and they also prefer to use TV ads by paying to advertisement agencies. They
also search for their sponsors at events because some international events help the hotel to gain
more customers at international level. Here, in advertisements they also mention their contact
numbers so that their customers will contact them and ask whatever they want to ask about the
services. This is how advertisement is also effective marketing medium in context of hospitality
industry.
Public relations- It means to build a good relationship with customers by respecting
their needs and wants and gain their lifetime loyalty for brand. It also consists to have good
relationship of companies with their shareholders, investors, suppliers, government and many
others (Duffett and et. al., 2019). This marketing medium is effective because here companies
only need to be polite and loyal toward their interested parties and behave properly to protect
their rights. In context of Premier Inn, they offer good services to their customers and sort out
their each issue and problem as soon as possible to make them comfortable so that they can
freely communicate to hotel from next time. Secondly, they share true and loyal information to
their shareholders about the management and financial data of hotel to have good relations with
them. It is suggested for the hotel Premier Inn to provide some benefits to their suppliers also
like discount on their rooms when their suppliers stay at there and wants to organize any event
related to their business then in this case hotel must provide them their facilities to their suppliers
on discounted prices. This will help to build good relations with suppliers and hotel can also gain

loyalty of suppliers. Following all laws and avoiding unlawful activities in hotel are the ways by
which premier inn maintain good relations with government.
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
Marketing communication plan is a blueprint of companies where they decide in
advance that which promotional tool will be more beneficial for them to reach more customer
range and what are the ways of communicating with their targeted audience by the help of these
promotional tools (Dahiya and Gayatri, 2018). These plans are made to see the effectiveness of
chosen medium by them for their branding promotion. In context of Premier Inn, their marketing
communication plan is developed by their marketing department after knowing the
characteristics and features of their targeted audience and what kind of source they use to collect
information about any hotel. In case if they found that their customers use social media channel
then they make plans about how they can reach to customers through social media what all
contents they share on this site to get attention of their customers and many other factors are
there in marketing plan.
Integrated marketing communication plan in relation to communication strategy-
The main aim of Premier Inn behind this marketing plan related to communication strategy is to
aware more customers and make sure that their each and every service is understand by their
customers easily or not. Here, they make strategies of how they will communicate and what
content they will share to their customers to gain their loyalty and to attract new customers. This
will also help to increase the reputation of Premier inn.
Integrated marketing communication plan in relation to channel choice- In context
of Premier Inn, it is essential for them to choose a most effective channel for the promotion of
their brand and share all correct and appropriate information through this selected channel to
their customers. For selecting best channel for communicating to customers, they can select a
vast variety of medium and then find out their pros and cons and then they have to choose that
marketing medium for their promotion which has more advantages as compared to drawbacks
(Martin, Javalgi and Ciravegna, 2020). They must choose more than one communicating channel
because in case their selected channel did not work then what. Hence, by choosing two or more
marketing communication channel will help them to select another channel without wasting time
in case their first choice of channel does not work properly.

Integrated marketing communication plan in relation to creative content- Here,
Premier Inn must choose that content to share which is new, effective, innovative, true and
attractive. They must make sure that whatever the information they are sharing to their customer
must be true and they must adopt innovative ideas to share their information like Premier Inn
share videos and pictures of the new and attractive décor and share their services with the picture
of smiley faces of their customers and employees to convey the message that their customers are
satisfied with their services and they have good culture at their hotel for employees to work (Oh
and Ki, 2019). Hence, this innovative content idea helps them to attract more customers. They
can also use their hotel interior décor as a background of their written content on their website
rather than a simple white page. This will make more attractive for customers to communicate
with them.
Conclusion
From the above information it is clearly concluded that marketing is one of the
important aspect for hospitality industry to communicate with their customers and get to know
that they perceive for brand image related to specific hotel. Some marketing mediums are like,
advertising, public relations, social media and many more help the hotel to promote their
business and communicate with their customers on regular basis to convey them the message
about new changes in services. It is compulsory for every hotel to choose their promotional tool
after a careful research that which promotional tool will be more beneficial for them to grow
their business. They also make marketing communication plans that which medium they will
choose and how their content will be shared in which form to grab the attention of customers

References
Books and Journals
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: an empirical study in the Indian passenger car
market. Journal of Global Marketing. 31(2). pp.73-95.
Dewhirst, T., 2018. Into the black: Marlboro brand architecture, packaging and marketing
communication of relative harm. Tobacco control. 27(2). pp.240-242.
Duffett, R. and et. al., 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.
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.
Oh, J. and Ki, E.J., 2019. Factors affecting social presence and word-of-mouth in corporate
social responsibility communication: Tone of voice, message framing, and online
medium type. Public relations review. 45(2). pp.319-331.
Widiastuti, T., 2019. The Implementation of Brand Element Strategic in Marketing
Communication on Local Small-Medium Business in West Sumatra. Jurnal Komunikasi
Ikatan Sarjana Komunikasi Indonesia. 4(1). pp.55-64.
Wu, G., 2018. Official websites as a tourism marketing medium: A contrastive analysis from the
perspective of appraisal theory. Journal of Destination Marketing & Management. 10.
pp.164-171.

Part B
Introduction
Integrated marketing communication helps to analyse vast variety of communication
and promotional tools for the company to interact with their customers. It also helps to develop
and design objectives of communication with clients for a company which further helps the
company to increase their reputation in their industry (Blakeman, 2018). The main aim of
integrated marketing communication is that it provide link between customers and company to
help the company to convince their customers to use the products and services so that their
overall sale will get increased. The following report is the study of Premier Inn hotel which is
established in Dunstable, England, UK and has branches in other parts of UK as well as in outer
countries too. The following report covers designing communication objectives for the
mentioned hotel, justifications for the selection and integration of communications channels for
Premier Inn and an integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation.
Main Body
P2 Communication objectives for Premier Inn hotel
Communication is the term used when two or more people or institutes exchange their
ideas and thoughts with each other (Muhammedrisaevna, Bayazovna and Kakhramonovna,
2020). In context of Premier Inn, they communicate with their customers by their customer care
department, front desk department, marketing department and housekeeping department.
Customers are free to contact these departments at any time to clarify their doubts and other
requirements. There is some communication objectives set by the Premier Inn for their hotel and
they are explained below-
To identify customer needs and make improvement in their services- Their main
objective for communicating with their customers is to identify what they perceive as an
experience from hotel side so that hotel staff will make changes in case of bad or negative
reviews which will directly impacted upon the brand image. Hence, to develop brand image and

to gain more customer experience and their loyalty, they conduct communication process with
them for knowing their general needs and wants.
To make other interested parties satisfied- Other parties rather than customers for
hospitality industry are their suppliers, shareholders, government, employees and many others
(Dharmappa, 2018). In context of Premier Inn, they also communicate well to know the needs
and want of their employees and make them satisfied for working in hotel. Whereas
communicating well with suppliers helps to know that which raw material for their hotel is good
and qualitative to make their services appropriate and effective. Hence, communicating with
interested parties to develop the working of hotel is also the objective of Premier Inn.
P3 Justifications for the selection and integration of communications channels for Premier Inn
Today most of the companies choose communication for their company after analysing
which channel is more beneficial for them to convey their message to their clients. In context of
Premier Inn, they also selected for communication channels like social media, advertising, public
relations and few more channels to communicate with their customers on regular basis to convey
message about the discounts and offers, new services, new location of a newly opened branch
and many others. Here, is some more justification for choosing above mentioned communication
channels-
To attract customers globally- Social media and global reach advertisement help the
company to attract customers globally because these medium has global reach. It is the aim of
every hotel and others sector companies to expand their company internationally and gain as
much as customers as possible to lead their industry (Buaban and et. al., 2019). Premier Inn also
has the vision of becoming best globally presented hotel among all hotels. This vision can be
achieved by communicating people at international level and choosing appropriate promotional
tools.
To increase sales- Many hospitality companies including Premier Inn has main aim to
communicate with their customers to increase the sale of their business by attracting more
customers and accepting more bookings. It is essential for every business to focus on their sale
activities because profit earnings are depend on this factor. More sales mean more earning profit
and less sales means less profit earnings for the company. Hence, Premier Inn choose TV ads,
social media and other communication channel just to attract more customers and to enhance
their overall sale. They have the aim of increasing their sale after every one year with the help of

effective services, effective staff and effective promotional tool to aware customers about
facilities.
P4 Integrated marketing communications plan that effectively meets communication objectives
of Premier Inn hotel
It is essential for every hotel to make effective integrated marketing plan for their hotels
for present as well as future requirements of growth (Ndizera, 2018). These plans are made to
achieve the objectives of communication set by the hotels. Premier Inn also set some objectives
for their communication with their clients and with other interested parties. Hence, they can
achieve these objectives after making proper plan for integrated marketing. Therefore, the
following plan for their integrated marketing are explained below-
Determine and understand the target audience- The first step for making the
integrated marketing plan successful is that companies are required to identify their targeted
customers and also to understand their behavior and attitude towards different communication
channels. It is important to know the targeted audience in integrated marketing communication
because the message which is used by hotel Premier inn to get success by their promotional tools
will be reached by their targeted audience. In case communication selected by hotel is not
suitable or comfortable for targeted audience then this will impact badly upon their image.
Create a budget- In making effective planning related to marketing communication, it
is essential for Premier Inn to have a fix budget under which they will work and make
appropriate use of their resources and money to choose effective medium for communicating
customers on regular basis for achieving their organizational goal. Creating a good budget also
help to set a time that under how much time the team should complete the task and it also
increase the efficiency of workers to work under a budget by understanding how they can utilize
their available resources in a best way to convey their message to their customers (Hawshar,
2020).
Identify and choose best marketing method- It is essential for Premier in to choose
best marketing method of their promotional and communication activity which will match the
market trend and also which comes under their budget. There are many marketing methods
presented in the market for integrated marketing plan but Premier Inn must study the pros and
cons of each method and identify which method is more beneficial for them and why. This will
help them to make their plan of integrated marketing communication effective.

Maintain a brand element- It is essential for Premier Inn to maintain their existing
brand elements because it will always help them to generate revenue for their company and it is
essential in integrated marketing communication plan. It will also create differentiation in
services as compared to their competitors and further help to gain competitive advantage in the
industry. The main objective of maintaining a brand element is that is helps in the recognition of
brand and also helps to identify communication objectives used by them to reach success
(Batraga and et. al., 2019).
List the success matrix- This stage is considered as one of the most important stage for
planning integrated marketing communication because it cover all the feedbacks and reviews
from clients side for the company. Here, Premier inn get to know that what all changes they
required in their communication process with customers, what all content they are missing to
mention which are important for customers to know and there are many others things which is
received by them as their feedbacks and due to this they can modify their communication plans
and actions to satisfy their customers.
Execute, Test and Reiterate- After analyzing and deciding all required elements of
integrated marketing communication plan it is essential to decide the days for executing their
plans which they have decided to execute after testing their efficiency and after making changes
(Thomas, Jose and Upadhyay, 2019). This stage also ensures that company will make changes in
their plan if it is required in future. Hence, this plan has the nature of dynamic which means it
will converted according to situations and requirements.
Conclusion
It is concluded from the above information that integrated marketing communication
plan are made for the benefit of organization to decide which communication channel is used by
them for communication to customers and how their selected communication channels are
effective. There are some objectives of IMC plan such to know the needs and wants of customers
to modify changes in business and to increase the sale. Companies use those IMC plans and
communication mediums which help them to expand their business internationally and gain more
customers. It is also essential to determine targeted customers, set budgets, choose best
marketing method, maintain existing brand element, noticing feedbacks and make changes for
future effectiveness for making a integrated marketing communication plan.

References
Books and Journals
Batraga, A. and et. al., 2019. Influence of integrated marketing communication tools upon
consumers’ buying decisions in the context of sustainability.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Buaban, M. and et. al., 2019. Event marketing as an appropriately integrated marketing
communication for promoting tourism of Ko Lad E-Tan, Nakhon Pathom Province,
Thailand. Interdisciplinary Research Review. 14(6). pp.36-42.
Dharmappa, S., 2018. Study of the Effectiveness of Online Marketing on Integrated Marketing
Communication. GRIN Verlag.
Hawshar, G., 2020. An implementation of integrated marketing and communication strategy in
collaboration with digital influencers.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and
objectives of integrated marketing communications. Economics. (2 (45)).
Ndizera, V., 2018. Integrated Marketing Communication for Tourism and Hospitality: A Case of
Selected Star and Non-star Category Rwandan Hotels.
Thomas, S., Jose, L. and Upadhyay, D., 2019. Role of integrated marketing commmunication on
online marketing. International Journal of Research in Social Sciences. 9(1). pp.28-47.