Evaluation of Marketing Channels and Integrated Marketing Communication Plan in Hospitality Industry

Integrated
Hospitality
Marketing
communications

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Evaluation of different types of marketing channels and the ways they serve
communication objectives in hospitality organisation................................................................1
TASK 2............................................................................................................................................3
Covered in PPT............................................................................................................................3
TASK 3............................................................................................................................................3
Covered in PPT............................................................................................................................3
TASK 4............................................................................................................................................3
P5. Critical evaluation of integrated marketing communication plan.........................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Hospitality industry is categorisation of meadow in service segment which comprises of
cruise line, accommodation, transportation, lodging and other areas within tourism industry.
Integrated marketing communication refers to utilisation of diverse marketing strategies for the
purpose of optimising communication of steady message of organisational brand to all its
stakeholders. It needs employees in marketing department to recognise boundaries within
promotional mix elements along with consideration of effectiveness of message. To understand
about integrated hospitality marketing communication, Galgorm Spa & Golf Resort is
considered. It features luxury spa addition to award winning restaurant having headquarters in
Ballymena, UK (Galgorm Spa & Golf Resort, 2020). The resort is committed towards searching
ways for making effective contribution to society as well as major ways through which it can
work with societies, clubs together with local charities to have positive influences in community.
The report discusses about different marketing channels that are used by Hospitality Company
and the ways they serve communication objectives. It also involves evaluation of integrated
marketing communication plan involving strategies of communication, creative content addition
to channel choice as per hospitality case study.
TASK 1
P1. Evaluation of different types of marketing channels and the ways they serve communication
objectives in hospitality organisation
In hospitality industry, marketing channels plays essential role in promoting a brand
(Balmer, 2017). Marketing channels are crucial systems which ensure to distribute merchandise
of organisation to end users or consumers via passing information with the help of middlemen or
intermediaries. Hospitality organisation uses marketing communication for conveying messages
in creative addition to unique manner to their current and prospective audience about products
and services which they offers. According to case study, it has been identified that managers of
resort makes considerable changes in their marketing channels for communicating with
customers and enhances their awareness for its tourism services. In context to Galgorm Spa &
Golf Resort, various kinds of marketing channels are used for creating brand awareness,
improving communication with clients and audiences, enlightening investor community,
expressing competitive advantages, attracting talents, boosting profits, fostering goodwill etc. As
1