Evaluation of Marketing Channels for Communication Objectives in Hospitality Organizations

This report evaluates various marketing channels used by hospitality organizations to serve communication objectives. It discusses the selection and integration of communication channels, formulation of an integrated marketing communication plan, and justification for incorporated promotion. The case study focuses on Carden Park Hotel, Golf Resort and Spa.

Integrated Hospitality
Marketing
Communications

Contents
INTRODUCTION................................................................................................................3
PART- A...............................................................................................................................3
TASK 1.................................................................................................................................3
P1 Evaluation of various marketing channel to serve communication objective with
hospitality organisation....................................................................................................3
PART B................................................................................................................................6
P2 Communication objective for the decided situation...................................................6
Covered in PPT................................................................................................................6
P3 Justification for selection and integration of communication channel.......................6
Covered in PPT................................................................................................................6
P4 Formulation of an integrated marketing communication plan that meet with
communication objective.................................................................................................6
Covered in PPT................................................................................................................6
TASK 4.................................................................................................................................6
P5 Justification about incorporated promotion that make communication plan and
relates with communication channel and inventive content............................................6
CONCLUSION....................................................................................................................7
REFERENCES.....................................................................................................................9

INTRODUCTION
Hotel marketing association is one of the leading professional body for hotel marketers
that advocates and implement effective marketing practice among hospitality organisation. The
key points which are focused for managing annual schedule engage event and networking with
help of managing work through right techniques of marketing for learning right program that
improves career for individuals (Ali, Amin and Cobanoglu, 2016). By managing it is also
identified that is used integrated marketing communication strategy in used in making to perform
work for develops student theories in making areas. This report is written from perspective of
Carden Park Hotel, Golf Resort and Spa and it is also used in making to create results that make
feature local procedure among local market. Carden Park Hotel, Golf-resort & SPA also
surround procedure that makes area. Moreover, this report highlights on different types of
marketing channel and company objective with hospitality organisation which is based on case
study of small resort. This is also used for elucidate integrated marketing communication plan
that relates to scheme and channel choice.
PART- A
TASK 1
P1 Evaluation of various marketing channel to serve communication objective with hospitality
organisation
Carden Park Hotel, Golf Resort and SPA- The selected hospitality organisation is used
for describing as an attractive and unique resort. It is established in the Cheshire countryside
estate that is providing better services in hospitality sector specifically golf-course, luxury rooms,
Wi-fi and many more (Bojanic and Reid, 2017). Along with this food service provided various
task in which different feature are undertaken for providing the local wine and food.
Market communication- This refers to manager of industry in which organisation are
focused on promoting different features to its customers. Print as well as Social media are the
tools which are used by organisation for promoting and positioning resort in positive manner
among individual. Moreover, the manager of Carden Park Hotel emphasis on describing each
task that is covered by organisation for encouraging customers to sustain with luxurious life.

Different marketing channel implement in hospitality industry
There are various tools used by management to develop right marketing channel in which
organisation is managing task through completing all work in an appropriate manner. This is also
identifies that with developing better image for organisation by using marketing channel in
organised manner.
 ICT- The abbreviation ICT stand for information communication technology that is
used for making right interaction among manager of Carden Park Hotel. There are
various operations performed by management of technology in which implication is
used for sharing information, broadcasting etc. for sharing information among all
individuals easily (Bowie and et. al., 2016).
 Property management system- PMS system is used by management that is used by
manager of resort that is related with hotel operating system which enhance
communication channel for hospitality industry. Along with this by advertising all
reservation by attracting large number of customers. This is also used in managing desk
operations which leads to maintain organisational work.
 Digital media- According to the present market conditions it is identified by
management that technology is included among all industry that enhance company
productivity by performing all work in an organised manner. There are different
facilities specifically electronic medium such as e-mail, social application etc. is
adopted by Resort manager for promoting organisation services.
 Google- According to the manager of Carden Park Hotel is focused for developing sites
and linked them with Google. So it is easy for customers or visitor to compare service of
respective resort with rival organisation.
 Yahoo- The manager of Carden Park Hotel aim for discriminate about overall target
market that make segment for individuals in order to satisfy needs and wants of large
group (Bruhn and Schnebelen, 2017). The main purpose of management to utilise
electronic medium is to integrate and classify market on basis of geographical area.
 Advertisement- According to the manager of Carden Park Hotel it is used for promoting
amenities by utilising promotional activities. This includes Print and Social media as it
boost mind of customers. It is also important for increasing areas that make in dealing
clients for calls to work with reception.

With the analyse of all above marketing channel, the manager of Carden Park Hotel Resort &
SPA it is identified that major system which is adopted relates with Information communication
technology and Property management system in order to stable competitive market which match
with the needs of clients and customers.
Integrated Marketing communication- In the present scenario, the main motive of each
organisation is to develop marketing communication that is focused for developing marketing
communication channel which build better customer relations (Dewnarain, Ramkissoon and
Mavondo, 2019). Along with this it is also important for organisation to manage business with
right communication skill as this also help in developing effective public relation through social
media methods. It is also identified by management that digital medium helps to interact with
customers at large level.
Requirement for online distribution channel
To monitor website- Manager and other top authority of Carden Park Resort visit
organisational website with more detail and information related with industry that generate
convenience for satisfying need and wants of customers.
GDS- It is known as computerised system of network that leads to develop inter-
relationship among travel and service industry as is increasing business for completing all work
in an organised manner. In context of Corder Park Resort it is identified that the main focus of
organisation to link business with airlines, car-rental organisation and organising business with
ease of customer transportation. For example- Carden Park Hotel manage provide their address
by managing business that lead customer to reach at hotel in easy manner.

PART B
P2 Communication objective for the decided situation
Covered in PPT.
P3 Justification for selection and integration of communication channel
Covered in PPT.
P4 Formulation of an integrated marketing communication plan that meet with communication
objective
Covered in PPT.
TASK 4
P5 Justification about incorporated promotion that make communication plan and relates with
communication channel and inventive content
With the integrated marketing communication plan that is developed by directors for
meeting estimated profits and revenue as per actual performance of organisation (Rutter, Lettice
and Nadeau, 2017). This is also mandatory for organisation to match all services according to the
requirement of customers. In order to fulfil customer demand organisation encourage customer
for spending its vacation with the luxurious requirements that also lead business to sustain for
longer period in competitive market.
Communication scheme- The chiefs of Carden Park Resort expect to create
correspondence plan in which they choose the best plan or action which is skilled in satisfying
the needs of customers. It further finds a way to inspire visitor through transforming guests into
customers by advancing them through electronic mail and innovative substance. The chiefs must
concentrate on portraying the truth of their lodging dependent on truth and reasonable
correspondence.
Channel selection- Carden park resort around embracing different channels for
advancing their administrations which incorporates customary and non-conventional techniques.
This procedure makes opportunity and creates possible force for organization to accomplish its
objective inside indicated term. It is generally significant for directors to energize laborers for
playing out their position at elevated level which prompts amplify their income and piece of the
overall industry.

Inventive Contented- The supervisors of Carden park resort underscore on making
imaginative substance that pulls in clients to book their residency for a few reasons (Šeric, Gil-
Saura and Ozretić-Došen, 2015). The clients are urged to spend their excursion inside
extravagant and agreeable accommodation industry for encountering new things and building up
a situation for noteworthy minutes to impart to everyone.
Along with this social media plays an important role for the organisation and it manage
all work by systematic steps. In the context of Carden Park Resort that lead customer to make
services with help of regular client. Further, it also provide different facility that make discount
with existing customers by engaging client for getting rebate about clients in order to work with
proper reference.
Observation of integrated marketing communication plan- Manager of Carden Park
Hotel, Golf resort and Spa make emphasize that is used for observing business and activities in
order to perform all activities with more efficiency. Along with this it is also essential to monitor
all actions that reduce delay for accomplish of task (Thaichon and Quach, 2016). It also aim that
all target are accomplished by organisation in minimum time period with more efficiency and
effectiveness. It results that needs of customers is fulfilled in minimum time period as it help to
enhance customer satisfaction level.
Evaluating of communication plan- By evaluation of the business operation and
activities it is identified that leads management to analyse work that it is completed according to
decide benchmark. It is also identified that management is making areas that encourage
individuals to participate in different activities related with programs and events.
There are some certain methods is implemented by manager of Carden Park hotel, golf
resort and spa form marketing communication plan that is mention as follow:
• ROI
• Cost for each service
• Customer value
• Increase in sale
CONCLUSION
With the analysis of above report it is concluded that with implement of integrated
marketing communication channel an organisation is able for enhancing the brand awareness.
The main focus for implement of right communication channel it is to position all products

among customer in an appropriate manner. Further, it is also used by management for
formulating an effective marketing plan that is mandatory for organisation to develop effective
strategy which also helps to sustain in competitive global market. In the last, project highlights
on different marketing channel to serve communication objective in the resort and it also focus
on an integrated marketing communication plan that relates with content and channel selection.
Recommendation
According to the above mention report it is analysed that manager and all other
authorities of the Carden Park Hotel, golf resort and Spa are aware with changing requirements
of customers and also update about market trends that exists within the market. So it is
recommend to management that manager should develop strategy according with use of update
information. Another recommendation to organisation relates with services that by reducing
operational cost management is able for increasing their profits. Moreover, as per existing
market conditions it is identified that healthcare facilities for the customers such to deliver
hygiene and healthy food. With this recommendation management is able to enhance goodwill of
organisation by generating positive perception about organisation among customers.

REFERENCES
Books and Journals
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