Integrated Hospitality Marketing Communications

This report discusses various types of marketing channels and their role in meeting communication objectives in the hospitality industry. It also evaluates a marketing communication plan related to the choice of channel and creative content. The report highlights the importance of integrated marketing communication and its impact on business growth. It provides insights into the strategies used by Celtic Manor Resort to attract customers and increase sales.

Integrated Hospitality
Marketing Communications

Table of Contents
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Task A..............................................................................................................................................1
P1 Various types of marketing channels and how they meet communication objectives...........1
P5 Evaluate a marketing communication plan which is related to choose of channel and
creative content............................................................................................................................3
Task B..............................................................................................................................................5
P2 Covered in PPT.......................................................................................................................5
P3 Covered in PPT.......................................................................................................................5
P4 Covered in PPT.......................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................8

INTRODUCTION
Hospitality management is regarded as a significant sector that contributes majorly in the
national income and help in economic development of the country (Ailawadi and Farris, 2017). It
provides enormous job opportunities in different departments and provide assistance to firm to
grow their business at an international level. In relation to this, marketing objectives is necessary
for every firm as it involves a proper planning so that goal is achieved in a limited time period.
This report is based on Celtic Manor Resort which is one of the luxurious resorts in UK that deal
with wide range of services such as picnic spots, fishing and many more and also it provides
excellent services so as to generate more and more customers. This report comprises of different
marketing channels as well as communication strategy and creative content. This report also
covers communication objectives and justifications of marketing channels. At last, it covers a
marketing communication plan for meeting communication objectives.
Task A
P1 Various types of marketing channels and how they meet communication objectives
Marketing channel involve the process of distribution and possession of merchandise
from the point of manufacturing unit till the consumer units (Bojanic and Reid, 2017). it
considers various intermediaries in between them such as manufacturers, wholesalers, agents and
retailers that create an effective strategy so that it led to attainment of business objectives within
limited time period. Moreover, it is direct related to marketing in which it has direct impact on
pricing strategy, branding and sales and profits in case of hospitality industry. The different types
of marketing channels are given as follows:
Zero level channel: In this type of marketing channel, the operation department directly
emphasise on directly dispatching of merchandise towards the group of individuals as this is
most commonly channel used by hospitality industry which saves both time and cost. This is
appropriately used by The Celtic Manor Resort would consider this channel due to the reason
that it aims to render fast and efficient services among their clients in order to meet the
expectation of customers across the globe. This makes customers delighted as they receive the
goods in a proper period of time and ensure greater efficiency and effectiveness within the
confines of hospitality industry.
1

One level channel: In this type, the retailer act as mediatory between the manufacturing
department and customers which focuses on transfer of ownership of goods to the consumers
(Chaffey, 2019). If the small and medium resorts use this channel, it creates strong distribution of
network and provide greater ease to clients as their interest and priorities are considered high so
it meets the segments of customers especially in a target market.
Two level channels: In this, the producer focuses on selling the merchandise through
wholesalers and retailers and then it finally reaches to consumers over a marketplace. If the
Celtic Manor Resort use this type of channel, then retailer could acquire the items in bulk
quantities from wholesalers which minimise the overall process of goods in the context the
hospitality industry. The manager of respective firm considered this channel as it decreases the
cost of goods and its production and improves the profitability of business enterprise.
Three level channels: This is considered as the huge channel of marketing that require
various intermediaries such as producers, wholesalers, retailer and then finally transferred to
customers. This consumes more time but at the same time the small luxurious resort emphasises
on using three level of marketing channel which provide an enormous growth opportunity to
them and aids in expansion of business in different parts of the country.
Due to globalisation, it involves easy and free flow of merchandise or services at several
boundaries of countries which facilitate smooth operations of a business (Choi, Fowler, Goh and
Yuan, 2016). The manager of Celtic Manor Resort uses online distribution of channels by using
social media platforms and respective websites and provide all necessary details so as to grab the
large market share and thus improves the overall productivity in a marketplace. This is cost
efficient method which deliver fast and efficient services among their respective clients.
Communication objectives: This serve as a significant part in a workplace which ensure
which ensure proper delivery of merchandise at the proper time in a right place. In the context of
Celtic Manor Resort, the objectives are showcased below:
Ensures quality specifications: In today’s era, customers give more preference towards
the quality as they are more particular towards their health. By looking this aspect, the manager
of Celtic Manor Resort aims to provide excellent quality of offerings so that they could gain
large access of customers across the globe which boost the sales and enhance the productivity in
a marketplace. Also, this brings proper coordination and ensure greater transparency and
accountability through quality merchandise (Cornwell, 2020).
2

Proper planning and organising of work: Planning and Organising the work help in
deciding the proper course of action and organising of work help in avoiding duplication of
activities within hospitality sector. The manager of a respective firm emphasises in dividing the
task appropriately among the subordinates that matches their talent and skills so that they could
work with zeal and thus produces desired level of output. This facilitate proper authority and
responsibility which help in maintain proper harmony in a hospitality industry.
Render an excellent customer service: The manager of Celtic Manor Resort delivers fast
and efficient services among their clients with greater transparency to generate maximum level
of customer satisfaction (McDonald and Wilson, 2016). The focus is mainly on target customers
and it provide all necessary details among the customers so that there is no sort of any confusion
among them. Therefore, it increases the sales and improve the efficiency within the respective
firm.
Support in promotional campaign: This help in gaining proper promotional and
marketing campaigns which aids the manager of Celtic Manor Resort to achieve a strong
competitive position across the globe. As a result, it grabs the attention of individuals and
increase the sales and productivity in a marketplace.
Meeting customer expectations: the senior authority of Celtic Manor Resort creates product
differentiation and provide durability and reliability and also it provides after sale services so as
to build the trust of customers in a marketplace.
Therefore, these objectives and efficient marketing channel help in contributing greater
success and bring proper coordination and cooperation within hospitality industry.
P5 Evaluate a marketing communication plan which is related to choose of channel and creative
content
A marketing communication plan involves preparation of strategy and render an effective
information of product or services among the targeted customers. It involves various
characteristics of marketing such as segmentation, targeting and positioning which aids the
company to accomplish task in a respective period. Integrated marketing communication is
considered as the beat approach which aids in creating brand awareness by influencing the target
audience to acquire a product (Patti, Hartley, van Dessel and Baack, 2017). The Celtic Manor
Resort provide various services such as recreational facilities, shopping and outdoor activities
that provide a wonder able experience among their customers across the globe. Monitoring the
3

activities in a workplace is important as it led to attainment of goal in a respective time period.
The concerned firm provides deal with various amenities and greater ease to their customers
which in turn generates greater sales and profitability within the confines of hospitality industry.
Digital marketing is very important in an era of dynamic environment as it help in
increasing the sales and profitability and thus provide greater exposure of market across the
globe. But at the same time, the manager of Celtic Manor Resort would adopt an advanced
technology so that it could beat its competitors and would achieve a significant position across
the globe. Also, the respective firm emphasise more on market research so as to determine the
taste and preferences of customers and thus provide goods and services so as to fulfil their
expectations in a marketplace (Romero, 2017). Effective leadership renders a proper guidance
and listen the ideas and opinions of employees so that they can take a best decision which allow
the manager of Celtic Manor Resort to facilitate smooth operations and bring harmony and
positive atmosphere within the confines of hospitality industry. In addition to this, Foreign Direct
Investment (FDI) provide a greater return on investment and thus generate multiple streams of
revenue and render an enormous growth at an international level.
The manager of Celtic Manor Resort would use online distribution channel as it would
provide a greater ease of convenience and is considered as cost efficient and save time. This
boost the sales and profit margin and also it improves the overall productivity within the confines
of hospitality sector. In addition to this, it would plan to promote its product or services through
social networking sites that gain large access of customers and thus gain maximum exposure
around the globe. In the context of Celtic Manor Resort, the same is presented as follows:
Built trust: The respective firm emphasise on quality and maintain proper hygiene and
cleanliness in resorts that attract the customers and make them satisfied. They also motivate and
encourage their subordinates by providing compensation benefits and rewards and also to
appreciate their efforts so that they could attain goals within respective time period.
Take suggestion from customers: The manager of respective firm take feedback from
their clients so that they could make further improvements within hospitality industry. Also, the
senior authority conducts surveys, filling of questionnaires and so on so as to know the necessary
information and details in their respective place and thus help in improving the overall
performance and achieve individual and organisational objectives.
4

Specialisation: The top manager of Celtic Manor Resort divides the work among the
staff in accordance of their specialisation which in turn make them feel satisfied and increase the
job satisfaction and employee retention for a longer period. This boost the morale and built trust
in them. Also, the leader renders an effective training to them so as to make them capable of
handling sophisticated machines and prepare them for high position and challenges task.
Therefore, this help in producing desired level of output and improve the effectiveness within
hospitality industry.
The Celtic Manor Resort has attractive architectural designs and maintain proper
cleanliness and highly trained staff that allow the firm to gain maximum exposure across the
globe (Semeradova and Vávrová, 2016). It has attractive layout and visual merchandising that
grab the interest of individuals from different locations. Also, the firm deal with range of
services such as picnic spots, fishing and free Wi-Fi facilities that boost the satisfaction of
customers and promotes greater transparency. Furthermore, it provides easy availability of
information regarding bookings and its amenities allow to generate interest of customers and
built trust among them. The manager of concerned firm generates provides greater exposure as it
focus on expansion, diversification and modernisation of a business that increase the efficiency
within the confines of hospitality industry. Excellent communication skills among the leader and
subordinates in a concerned firm develop a sense of team spirit and thus follow the principle of
unity of command so as to avoids confusion and misunderstandings among them. Also, the
creative content as well as the attractive layout fascinates the customers and thus accelerates the
sales in a competitive era.
Task B
P2 Covered in PPT
P3 Covered in PPT
P4 Covered in PPT
CONCLUSION
From the above information, it can be concluded that marketing communication is prove to be
benefit for the hospitality industry as it provides significant growth and aids in attainment of
business objectives within a respective time period. Various types of marketing channels such as
5

zero level, two level channel, three level channels are discussed in this report and several
communication objectives is included that establish a strong brand image across the globe. Also,
integrated communication plan is discussed in this report that aids the firm to meet its objectives
by determining several factors such as target audience, appropriate channel of communication
and collection of necessary information so as to gain a rivalry position at a global level.
REFERENCES
Books and Journals
6

Ailawadi, K.L. and Farris, P.W., 2017. Managing multi-and omni-channel distribution: metrics
and research directions. Journal of retailing. 93(1). pp.120-135.
Bojanic, D.C. and Reid, R.D., 2017. Hospitality marketing management. Wiley.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Choi, E.K., Fowler, D., Goh, B. and Yuan, J., 2016. Social media marketing: applying the uses
and gratifications theory in the hotel industry. Journal of Hospitality Marketing &
Management. 25(7). pp.771-796.
Cornwell, T.B., 2020. Sponsorship in Marketing: Effective Partnerships in Sports, Arts and
Events. Routledge.
Dixit, S.K. ed., 2017. The Routledge handbook of consumer behaviour in hospitality and
tourism. Taylor & Francis.
Kotler, P., and et.al., 2017. Marketing for hospitality and tourism.
Kracke, C., and et.al., 2018. Interaction of textile variability and flow channel distribution
systems on flow front progression in the RTM process. Composites Part A: Applied
Science and Manufacturing. 106. pp.70-81.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
marketing communications. 23(4). pp.351-370.
Romero, J., 2017. Customer engagement behaviors in hospitality: Customer-based
antecedents. Journal of Hospitality Marketing & Management. 26(6). pp.565-584.
Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to assess Internet marketing
communication within hospitality industry. Tourism Management Perspectives. 20.
pp.276-289.
7