Integrated Hospitality Marketing Communications

This report discusses the evaluation of different marketing channels and their communication objectives within the hospitality industry. It focuses on the integrated marketing communications plan of Fairmont Hotel and Resort, including the communication strategy, channel choice, and creative content. The report also highlights the importance of online distribution channels and the advantages and disadvantages of different communication strategies.

Topic: Integrated
Hospitality Marketing
Communications

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organizations................................................................1
Task 2 (Covered in PPT).................................................................................................................4
Task 3 (Covered in PPT).................................................................................................................4
Task 4...............................................................................................................................................4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................4
CONCLUSION................................................................................................................................6
REFERENCE..................................................................................................................................7

INTRODUCTION
Integrated hospitality marketing refers as activity, required to be perform and inform the
People who are living in society, other place and country so a strong information regarding
products and services can be taken. This is important for companies to have marketing skills and
techniques which can be used to increase the organisational productivity (Salimi and et. al.,
2019). Marketing activities are those activities which are relating to a business and its
performance in competitive environment. This reports based on Fairmont Hotel and Resort has
been taken that is global chain of luxury hotels operating at 76 properties all over the world. This
is best known hotel which are attracting customers to spend their holidays. This report cover
understand about marketing channel and how it is serving the communication objectives,
hospitality case study involving communication strategy, channel choice and creative content.
Task 1
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations
Background of company
Fairmont Hotel and Resorts is a multinational hotel that has a larger chain, providing different
types of hotel services. This hotel was founded in 2001 and operating business almost 76 places
all over the world. This organisation is providing different types of hotel services that can help to
increase the number of customers and improve the brand image. The management of such hotel
are playing important role who analysis the market and provide food and living services
accordingly (Passavanti, Pantano, Priporas and Verteramo, 2020).
The marketing channel is defined term that involves people, activities and organization that
are important for transferring the ownership of goods from production point to consumption.
Marketing channel is uses by organization in the form of informing and attracting the people and
make decision to buy the products and services. Whenever organization produce something then
it is required to focus on marketing and distribution channel that helps to inform customers and
make the buying decisions. In context to Fairmont Hotel and Resort have different option os
using marketing channel that are as defined:
Different channels of marketing communications:-
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Direct selling – This is the form of marketing channel that uses by organization in order
to sale their products and services in wider range. There should be good relation between
employer and customers so product sale can be increases and maintain the performance. This can
help to increase the sale and brand image in competitive environment. In context to Fairmont,
managers are using direct selling in order to set the prices and increase the productivity by
focusing on each activities.
ICT – The connection of marketing channel is ICT that means information and
communication technology which maintain the information about customers taste and preference
that attracts by making decisions. This is a best tool to reach the potential customers by
integrating telecommunication and computers. In Fairmont hotel and resort, management are
using ICT tool that helps to increase the performance (Cornwell and Kwon, 2019).
Intermediaries – This is defined marketing channel that uses by management to increase
the number of customers by providing them information and delivering best services. In context
to Hotel, travelling company and trip advisors are intermediaries that provide information to
customers about best hotel and their services that helps to select the right hotel. The number of
customers are increasing year by year in Fairmont Hotel and resort by intermediaries and trip
advisors that helps customers to take good experience and maintain the profitability.
Advertising:- This is the form of communication which is adopted by organization for
introducing their products and services to target market so all workings can be managed
properly. The aim of Fairmont Hotel and Resort is to inform and attracts the people so they can
make decision to book for spending time. The managers of such organization are using print
media, social media, news papers and online websites for increasing productivity (Papageorgiou,
Marneros and Efstathiades, 2020).
From the above Fairmont is using the ICT and direct selling marketing channel that uses
to communicate with customers by providing them information and maintaining the
performance. ICT is a technical tool which uses by management to provide right information and
solve their queries in selecting the best hotel and services which increases high productivity and
profitability. Direct selling is another communication tool which are using to share the
information and packages offers that can help to attracts the customers and increase performance
in challenging environment.
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Integrated Marketing Communications:- This means application of marketing
techniques by management for traditional and non-traditional marketing channel that helps to
increase the organizational productivity. This keep connected the people who are living outside
and across the border so they can select a best hotel at the time of spending their holidays which
increases performance. The management and employees of Fairmont Hotel and Resort are using
integrated marketing by using different ways for promoting brand between customers like
newspapers, ICT, direct selling, banners, discount coupons, membership club and PR activities
that aware people regarding hotel product and services and maintain the good performance
(Nguyen, 2019).
The most important online distribution channel for hotels:-
• Website of Hotel:- This is an online distribution channel which is uses by organization in
order to provide information 24/7 hours that increases organizational performance and customer
satisfaction. If a person is planning to spend their holidays then it can use website of hotels
which can help to increase the organizational productivity. The managers of Fairmont are
playing important role as they identify the organizational objectives and make plans which can
help to attain the business goals.
Online Travel agent – This is required distribution channel which is uses by hospital
industry in order to collaborate with many travel agency for increasing number of customers. In
context to Fairmonk, management have good relation to travel agency and pay some charges for
promoting their services that helps to attracts customers and increase the business performance
(Ceccotti, Vernuccio and Mattiacci, 2019).
Serving the objectives
From the above discussed marketing and distribution channel it has defined that ICT,
direct selling and online Travel Agent are important techniques which are using by Fairmont to
increase their sale and brand image in competitive business environment that helps to serve the
business objectives and maintain the good performance.
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Task 2 (Covered in PPT)
Task 3 (Covered in PPT)
Task 4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
The integrated marketing communication plan are important for organisation which uses to
share the information and getting the task complete for attaining the business goals. The
managers are playing important role analysis the market and conduct the analysis which helps to
maintain the good performance. Integrated marketing communication plan uses by Fairmont
Hotel and Resorts that helps to share the communication and maintain the performance which
helps to increase the profitability. The managers of Fairmont Hotel and Resort are using
chatbots and social media to analyse the customer taste and preference which helps to provide
the products and services accordingly. The objectives behind preparing market plan is to attracts
the international customers by delivering right information. This attracts large number of
customers by maintaining integrated marketing communication which improve business
performance (Guillet and Shi, 2019).
The evaluation of marketing communication plan in relation to communication strategy,
channel choice and creative event are as defined:
Communication strategy – Communication is important which can help to share the
information and ideas in relation to business and completing task that fulfil the organisation
objectives. In Fairmont, management are using ICT, social media, print media and other
resources for communication that helps to improve business profitability by attracting the
customers. Management are playing the role of communication who get employee’s views and
implement the strategies for maintaining good performance (Alabadi, Sultan and Alkaseer,
2019).
Advantages Disadvantages
 In chosen organisation good
communication promotes the
understanding level of employees.
 This can be negative acknowledgement
which may create conflicts.
 There is changes of language barriers
that may affect the business negatively.
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 This helps to remove the guess work
from messages.
Choice of Channel:- this depend of organisation which channel they wants to use for
integrated marketing communication that can help to aware people and increase the production
house by increasing number of customers in hospitality industry. In selecting social media
channel the chosen organisation is providing information on their websites and Facebook,
Instagram that attracts large range of customers and delivering best hotel services.
Advantages Disadvantages
 This can help to share the information
and selection of best hotel services in
challenging environment.
 Not reaching the potential customers
due to not availability of proper
resources (Sota, Chaudhry and
Srivastava, 2020).
Creative content:- This is defined as process and activities that uses by organisation for
attracting the customers by providing some tagline. This create a different perception in the
eyesight of people by setting attractive content and Vlogs. The Fairmont is using the creative
content for maintaining effective marketing communication and delivering best hotel services.
Advantages Disadvantages
 This helps to build the brand
awareness, trust and loyalty.
 This helps to cut the cost in
organisation by providing useful and
attracting content that helps to maintain
the good performance (Rasul and
Hoque, 2020).
 In content marketing there is
requirement of skills and resources that
is difficult for organisation as it is time
consuming activity.
 Finding new content ideas which can be
challenging point for organisation to
operate business continuously.
CONCLUSION
From the report it can be concluded that hospitality marketing is the term which uses by
organisation in order to provide information and aware the people regarding particular products
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and services. Marketing and distribution channel are those activities which helps to increase the
performance and profitability in challenging environment by delivering right products at right
time. Channels are social media, print media, direct selling and other channel are uses to sharing
data and managing high performance by attaining the business goals. A marketing plan which is
prepared by management should be evaluated that helps to reach near by goals and increase the
profitability.
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REFERENCE
Books and journal
Sota, S., Chaudhry, H. and Srivastava, M. K., 2020. Customer relationship management research
in hospitality industry: a review and classification. Journal of Hospitality Marketing &
Management. 29(1). pp.39-64.
Rasul, T. and Hoque, M. R., 2020. A review of social media research in the tourism and
hospitality Industry through the lens of social structure. Tourism Recreation Research,
pp.1-3.
Alabadi, H. F., Sultan, Y. H. and Alkaseer, N. A., 2019. Integration of strategic wellness and
sustainable marketing to achieve competitive advantage in the Tourism Industry: An
empirical study in a sample of Iraqi tourism agencies. African Journal of Hospitality,
Tourism and Leisure, 8(5), pp.1-12.
Guillet, B. D. and Shi, X., 2019. Can revenue management be integrated with customer
relationship management?. International Journal of Contemporary Hospitality
Management.
Ceccotti, F., Vernuccio, M. and Mattiacci, A., 2019. The evolution of agency-client relationships
within the communication network in Italy: The perspective of communication
partners. Sinergie Italian Journal of Management. 37(3). pp.63-85.
Nguyen, V.Q.A., 2019. Digital Marketing Plan for an International Event. Case: Guinness Sauna
event.
Papageorgiou, G., Marneros, S. and Efstathiades, A., 2020, April. Social Media as a Digital
Communications Strategy; the Case of Hotel Enterprises in Cyprus. In 2020 IEEE
Communication Strategies in Digital Society Seminar (ComSDS) (pp. 118-121). IEEE.
Cornwell, T. B. and Kwon, Y., 2019. Sponsorship-linked marketing: research surpluses and
shortages. Journal of the Academy of Marketing Science, pp.1-23.
Rodríguez-López, M. E., and et.al., 2019. A review of restaurant research in the last two
decades: A bibliometric analysis. International Journal of Hospitality Management,
p.102387.
Passavanti, R., Pantano, E., Priporas, C. V. and Verteramo, S., 2020. The use of new
technologies for corporate marketing communication in luxury retailing. Qualitative
Market Research: An International Journal.
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Salimi, D., and et. al., 2019. The impact of social media on marketing using bibliometrics
analysis. International Journal of Data and Network Science. 3(3). pp.165-184.
(Salimi and et. al., 2019) (Passavanti, Pantano, Priporas and Verteramo, 2020) (Cornwell and
Kwon, 2019) (Papageorgiou, Marneros and Efstathiades, 2020) (Nguyen, 2019) (Ceccotti,
Vernuccio and Mattiacci, 2019) (Guillet and Shi, 2019) (Alabadi, Sultan and Alkaseer, 2019)
(Rasul and Hoque, 2020) (Sota, Chaudhry and Srivastava, 2020)
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