Integrated Hospitality Marketing Communications

This assignment focuses on the marketing channels and communication objectives within resorts, with a case study of Bowood Hotel, Spa and Golf Resort. It discusses the use of web design, ICT, PMS, advertising, and digital media in integrated marketing communication. The assignment also explores the development of a promotion communiqué plan with electronic mail, social media, and creative content.

Unit – 33
Integrated
Hospitality
Marketing
Communications

EXECUTIVE SUMMARY
This project depends upon “The Case of a Small Luxury Resort: An Online
Marketing and Distribution Channel Dilemma.” In this assignment, Bowood Hotel,
Spa and Golf Resort as being a boutique-style hotel with 43 beautifully decorated
rooms that is situated in Calne and Chippenham at England. The project describes
various marketing channels that includes web design, ICT, PMS, advertising, digital
media, etc. It further focuses on communication objectives with modernising
facilities, superior services and meeting the requirements. The assignment develops
integrated marketing communication channel with adoption of technology, online
media and traditional marketing. It also design incorporated promotion communiqué
plan with electronic mail, social media and creative content. The project further
adopts various tactics for implementing and executing communication strategy,
channel of choice and inventive content.

Table of Contents
EXECUTIVE SUMMARY..............................................................................................2
INTRODUCTION..........................................................................................................4
PART – A (Assessment Criteria)..................................................................................4
TASK 1..........................................................................................................................4
P1. Elucidate various marketing channels for serving communication objectives
within resorts.............................................................................................................4
PART – B (Presentation)..............................................................................................6
TASK 2..........................................................................................................................7
P2. Covered in PPT...................................................................................................7
P3. Covered in PPT...................................................................................................7
TASK 3..........................................................................................................................7
P4. Covered in PPT...................................................................................................7
PART – A (Assessment Criteria)..................................................................................7
TASK 4..........................................................................................................................7
P5. Justify incorporated promotion communiqué plan which relates to
communication scheme, channel choice and inventive content...............................7
CONCLUSION..............................................................................................................9
RECOMMENDATIONS................................................................................................9
REFERENCES...........................................................................................................10

INTRODUCTION
The ability of exchanging tangible and intangible services that develops
prospect for company to sustain at global marketplace. It majorly focuses on
extending customers from worldwide area by tapping into international market. The
hospitality marketing emphasize on increasing its clients through promoting its
superior features and services for encouraging them to live their life with relaxation.
The project mostly depends upon “The Case of a Small Luxury Resort: An Online
Marketing and Distribution Channel Dilemma.” In this assignment, Bowood Hotel,
Spa and Golf Resort as being a boutique-style hotel with 43 beautifully decorated
rooms that is situated in Calne and Chippenham at England (Dinis and et.al., 2019).
This project elucidates various marketing channels for serving communication
objectives within the resorts. Additionally, it elucidate integrated marketing
communication plan which relates to scheme, channel choice and incentive content.
PART – A (Assessment Criteria)
TASK 1
P1. Elucidate various marketing channels for serving communication
objectives within resorts
Bowood Hotel, Spa and Golf Resort:- This hospitality industry is described
as the most unique or specialised place to visit in Calne, Wiltshire, England. It further
aims to provide several amenities for luxurious Bowood Hotel, Championship Golf
Course, Spa and Children Adventure Playground with beautiful environment. The
resort consists of various facilities that include swimming pool, gym, crystal steam
room and rock sauna, aromatherapy shower with relaxation and treatment rooms.
Definition of marketing communication:- It refers as managers of industry
focus on promoting its various features to customers through print and social for
positioning their hotels and resorts in mind of target market (Fu and Lehto, 2018).
The managers of Bowood Hotel emphasize on describing each and varied amenities
available that can encourage customers to sustain in specific hotel for living

luxurious life. It is most important for directors to develop good relations with public
for the motive to ascertain growth that leads to challenge with oppositions.
The various marketing channels applied in hospitality industry:-
 Developing web design:- It is very essential for Bowood Hotel to develop its
online website on World Wide Web (WWW). This result in developing good
image and reputation among its target market with specific outlets of hotel. It
is believed that customers are self-being the promotional concept for an
industry by making them delightful experience that is memorable (Itani,
Agnihotri and Dingus, 2017). This further leads them to share their
recognisable adventure with other and encouraging them to book rooms.
 Information Communication Technologies (ICT):- The ICT refers as
communication channel being used by managers of Bowood Hotel for
implication of various technologies. It further includes computers, internet,
broadcasting, software, etc., that leads to share information from one person
to another with ease.
 Property Management System (PMS):- This is also termed as Hotel
Operating System which is used as marketing channel for hospitality industry
for logistics, intellectual property, accommodation management, etc. The
managers of Bowood Hotel implement this for increasing reservations, front-
desk operations, housekeeping, maintenance, billing and invoicing.
 Advertisement:- The managers of Bowood Hotel aim to promote its
amenities through sales promotional activities that includes print and social
media for boosting the mind of customers (Kaminakis and et.al., 2019). It is
most important for managers to increase their booking by dealing with clients
on calls and at reception.
 Digital Media:- The concept of digital or social media is mostly used by
managers of Bowood Hotel for promoting the facilities of resort through
electronically. It includes e-mail, websites, social applications, etc., which is
used by manufacturers to promote services from one place to broad category
of global market.
(a) Google:- The managers of Bowood Hotel focus on developing sites and
link over Google for ease recognition of clients to search and analyse the
features of hospitality industry (Lo and Fang, 2018).

(b) Bing:- Bowood Hotel managers emphasize on developing various
videotape, graphics, metaphors, mappings, etc., for the conveniences of
clients enrich their knowledge regarding resorts.
(c) Yahoo:- Managers of Bowood Hotel aims to discriminate their whole
target market into various segments by classifying them on the basis of
geographical areas.
From the above mentioned marketing channels, managers of Bowood Hotel,
Spa and Golf Resort majorly adopts Property Management System and Digital
media for being stable at competitive market to meet needs of clients (Magadán and
Rivas, 2018).
Meaning of Integrated Marketing Communication (IMC):- The process
through which managers of hospitality industry focus on developing marketing
communication with execution of online distribution channel that leads to build good
customer relations. It is most important for managers of Bowood Hotel to manage
and run their business with effective communication skills that develop good public
relations with print and social media of marketing channels.
Necessity for online distribution channel in resort:-
 Visit Website:- The managers of Bowood Hotel encourage customers to visit
website for more details and information related to industry for generating
convenience to satisfy the demands of customers.
 Global Distribution System (GDS):- It is described as computerised network
system which leads to develop interrelationships between travel and service
industry. Bowood Hotel managers mainly focus on linking with airlines, car
rental companies and online travel agents for ease of customer transportation
(Mandal and Banerjee, 2019).
PART – B (Presentation)

TASK 2
P2. Covered in PPT
P3. Covered in PPT
TASK 3
P4. Covered in PPT
PART – A (Assessment Criteria)
TASK 4
P5. Justify incorporated promotion communiqué plan which relates to
communication scheme, channel choice and inventive content
The integrated marketing communication plan is mostly developed by
directors to meet their estimated revenue and profits with actual performance. It is
essential for an organisation to meet the needs and wants of customer by improving
the quality of services (Pearce and Zare, 2017). The managers are highly beneficial
by encouraging customers to spend their vacation in luxurious and comfortable
hotels and resorts for being stable at competitive market.
 Communication scheme:- The managers of Bowood Hotel aim to develop
communication plan in which they decide the best scheme or activity which is
capable in meeting the demands of clients. It further takes necessary steps to
motivate guest through turning visitors into clients by promoting them through
electronic mail and creative content. The managers must focus on describing
the reality of their hotel based on truth and fair communication.
 Channel choice:- Bowood Hotel managers focus on adopting various
channels for promoting their services which includes traditional and non-
traditional methods. This process creates opportunity and develops potential
power for company to achieve its target within specified duration (Ramires,
Brandao and Sousa, 2018). It is most important for managers to encourage

workers for performing their job at high level which leads to maximise their
revenue and market share.
 Inventive content:- The managers of Bowood Hotel emphasize on creating
inventive content that attracts customers to book their residency for several
reasons. The customers are encouraged to spend their vacation within
luxurious and comfortable hospitality industry for experiencing new things and
developing a scenario for memorable moments to share with everybody
(Thakur, Hale and Summey, 2018).
The social media plays major role for managers of Bowood Hotel, Spa and
Golf Resorts for planning their adventurous life within the hotel and resort that leads
customers to be regular clients. It further provides good facilities such as discounts
for existing customers through engaging them to make more clients in order to get
higher rebate with their reference code.
Observing the integrated marketing communication plan:- The managers
of Bowood Hotel, Spa and Golf Resort further emphasize on observing the business
activities being performed in resort. It is essential to monitor actions for minimising
unnecessary delay in accomplishment of task and further aims to achieve target with
efficacy. This also results in satisfying the needs of customers at specific time period
when and where it is required (Tuškej and Podnar, 2018) (Verčič and Vokić, 2017).
Evaluating the integrated marketing communication plan:- Bowood Hotel
managers evaluate the business actions that leads company to attain victory for
competing with rivalries to sustain in global market. This is essential for an
organisation to develop specialised services that is difficult to be copied by others
and aims to enlarge customers by effective services through encouraging them on
various events and programs.
The certain methods implied by managers of Bowood Hotel, Spa and Golf
Resort for marketing communication plan are as follows:-
 Return on Investment
 Cost per Lead
 Customer Lifetime Value
 Incremental Sales (Thakur, Hale and Summey, 2018)

CONCLUSION
From the above discussion it have been concluded that integrated marketing
communication is most important for an organisation to increase brand awareness
and positioning among customers. This further emphasize on developing marketing
plan that is essential for company to develop varied strategies for competing with
rivalries to remain at its competitive position at global environment. This project
elucidates various marketing channels for serving communication objectives within
the resorts. Additionally, it elucidate integrated marketing communication plan which
relates to scheme, channel choice and incentive content.
RECOMMENDATIONS
From the above mentioned project, it have been analysed that managers of
Bowood Hotel, Spa and Golf Resort must be aware of changing requirements for its
clients and must adopt various strategies in accordance to meet demands. It is
essential for organisation to deliver high level of services at low cost which
encourage customers to pay premium for gaining maximisation of pleasure. The
managers of Bowood Hotel must also be careful with healthcare facilities for its
clients by producing foods with being analysed of infections and diseases of their
guests. It is most important for directors to train their workforce for performing their
activities in an effective manner with co-ordination.

REFERENCES
Books and journal
Dinis and et.al., 2019. Google Trends in tourism and hospitality research: a
systematic literature review. Journal of Hospitality and Tourism Technology.
Fu, X. and Lehto, X., 2018. Vacation co-creation: the case of Chinese family
travelers. International Journal of Contemporary Hospitality Management.
Itani, O. S., Agnihotri, R. and Dingus, R., 2017. Social media use in B2b sales and its
impact on competitive intelligence collection and adaptive selling: Examining
the role of learning orientation as an enabler. Industrial Marketing
Management. 66. pp. 64-79.
Kaminakis and et.al., 2019. Hospitality servicescape effects on customer-employee
interactions: A multilevel study. Tourism Management. 72. pp. 130-144.
Lo, Y. C. and Fang, C. Y., 2018. Facebook marketing campaign benchmarking for a
franchised hotel. International Journal of Contemporary Hospitality
Management.
Magadán, M. and Rivas, J., 2018. Innovation, creativity and tourism. The Emerald
Handbook of Entrepreneurship in Tourism, Travel and Hospitality, Emerald
Publishing Limited. pp. 71-88.
Mandal, K. and Banerjee, S., 2019. Responsible Marketing and Its Impact on
Business Performance: A Longitudinal Study. Journal of Nonprofit & Public
Sector Marketing. 31(2). pp. 115-138.
Pearce, P. L. and Zare, S., 2017. The orchestra model as the basis for teaching
tourism experience design. Journal of Hospitality and Tourism
Management. 30. pp. 55-64.
Ramires, A., Brandao, F. and Sousa, A. C., 2018. Motivation-based cluster analysis
of international tourists visiting a World Heritage City: The case of Porto,
Portugal. Journal of Destination Marketing & Management. 8. pp. 49-60.
Thakur, R., Hale, D. and Summey, J. H., 2018. What motivates consumers to
partake in cyber shilling?. Journal of Marketing Theory and Practice. 26(1-2).
pp. 181-195.
Tuškej, U. and Podnar, K., 2018. Exploring selected antecedents of consumer–brand
identification. Baltic Journal of Management.
Verčič, A. T. and Vokić, N. P., 2017. Engaging employees through internal
communication. Public Relations Review. 43(5). pp. 885-893.