Integrated Hospitality Marketing Communications

Integrated
Hospitality
Marketing
Communications
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Table Of Contents
INTRODUCTION.........................................................................................3
P1 Explain about the dissimilar kinds of marketing channels and within a range of hospitality
organisation how they serve communication objectives ...........................................3
P2 Create communication objectives for a particular organisation situation...................5
P3 For the purpose of selection and integration of communication channels has been
decided. Give the review about it........................................................ ....6
P4 For a hospitality organisational situation, develop an integrated marketing communication
plan that can meet the communication objectives...................................................6
P5 Critically evaluate the integrated marketing communication plan in relation to the
communication strategy, channelchoice,creative content ...........................................7
CONCLUSION.........................................................................................9
REFERENCES..........................................................................................11
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INTRODUCTION
Integrated Hospitality Marketing Communications refers to that kind of process which
is strategic and tactical customer centric business. On the basis of the information obtained by
the customer databases for delivering a clear and consistent message through the coordination
which is boosted by the information and communication technology. In this report, the
analysis has been done on how they serve the communication objectives within a particular
organisation and on the different marketing channels . Also the analysis has been done on the
communication objectives for a particular organisation situation. The research has been done
on the selection and integration of the communication channel chosen. Also the research has
been done on the marketing communication plan which meets communication objectives in
an effective manner. (Özekici, Y. K. and Ünlüönen, K., 2021). Evaluation has been done in
the critical manner for the integrated marketing communication plan in relation to the
communication strategy, channel choice and creative content,. The chosen organisation is
Holiday Inn. It is the hotel which is subsidiary of Inter continental hotels group. It has grown
as the world’s largest hotel chains. The hotel chain headquarter is in Denham,
Buckinghamshire. The founder of this hotel is Kemmons Wilson.
P1 Explain about the dissimilar kinds of marketing channels and within a range
of hospitality organisation how they serve communication objectives
There are basically four types of marketing channels which are of the following:
 Direct Selling: Direct selling can be defined in the manner that it is the method of
selling the products directly to the customers where location is not fixed. New and
current type of selling has been done through the party plan, direct demonstration,
internet sales. (Smit, B. and Melissen, F., 2018). It is the type of selling which is all
about the selling the products through agents and deals with the clients into the direct
manner.
 Selling through intermediaries: Intermediaries can be wholesalers and retailers who
act as the marketing channels. Indirect channel can be defined in the manner that
these are utilized to make a product available to the customer. The most indirect
channels are producer, manufacturer and consumer. When there are small
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manufacturers these channels has been used, the coordination of the supply of large
product has been done through retailers and an agent.
 Dual Distribution: Under this head, to reach to its end consumer manufacturer and
wholesaler uses more than one channel simultaneously which describes about the
variety of marketing arrangements. (Rezapouraghdam, and et.al., 2019). For the
purpose of resale they can sell to the consumer and to other companies also. Channel
conflict situation has aroused in the case when two or more channels use to attract the
same target market. Examples of dual distribution are: Business format franchising.
 Reverse Channels: Under this head, the process has been reversed in terms of the
flow. In the above marketing channels the process has been start from producer to
intermediary and to the end consumer. But technology however, has made the flow
possible into another way. From consumer to intermediary to beneficiary it goes into
the reverse direction.
Holiday Inn has used two types of marketing strategies which are named as broadcast
advertising and engagement marketing:
1. Broadcast Advertising: Under this head, broadcast advertising is radio, television and
internet advertising. (Mahdzar, and et.al., 2015). This type of marketing is that kind
of marketing where commercials aired on radio, television as an essential part of
broadcast advertising. On the initial level, the hotel has used this kind of marketing
where target is that to make aware about the new kind of services given by the hotel
and o the introductory part it has spread awareness through this kind of marketing.
2. Engagement marketing: Under this type of marketing, it is the use of strategic,
resourceful content for the purpose of making people engaged and create meaningful
content over the period of time. (Chenini, A. and Touaiti, M., 2018).The hotel has
used different types of ways to make the people engaged regarding the content of the
hotel so that large number of people comes to know about their hotel.
The communication objective has been achieved within the hospitality organisation or
Holiday Inn Hotel through the online communication. This is the most effective way of
communication at the moment because through this way, the target number of people has
increased and can also communicate with each and every people of the country as well as in
the world also. It has the power to attract large number of customers towards them. Online
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