Hospitality Integrated Marketing Communication

This report discusses different types of marketing channels and how they serve communication objectives within hospitality organizations. It also critically evaluates an integrated marketing communication plan for Heythrop Park Resort, focusing on strategy, channel choice, and creative content. The report concludes with recommendations for improvement.

Hospitality Integrated
Marketing
Communication
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Different types of marketing channels and how they serve communication objectives
within the hospitality organizations........................................................................................3
TASK 4............................................................................................................................................5
P5. Critically Evaluation of integrated marketing communication plan along with its strategy,
channel choice and creative content.......................................................................................5
PART B............................................................................................................................................6
TASK 2 & TASK 3..........................................................................................................................6
P2, P3 and P4 Covered in PPT...............................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Marketing Communication refers to those channels and pathways adopted by organisations to
convey their messages about different offerings and services and also the brand they sell to the
customers (AFFAH, 2018). Marketing Communication ensure that appropriate messages are
conveyed to consumers and targeted audience with the intention to persuade them to purchase
and become a regular customer of the entity and brand. The current report is developed for
Heythrop Park Resort designed by an architect known as Thomas Archer. It is a grade 2 listed
early 18th century country house of 1.6 kilometres situated in southeast of Oxfordshire.
Heythrop Park Resort has 18 century elegance style meeting 21st century style providing
weddings venue, golf course and other facilities holding 4 star rating in Oxfordshire. The current
report is divided into two parts in which initially in the first part different types of marketing
channels are identified and evaluated moving on conducting a critical evaluation of Marketing
Communication plan. The second part of the report is a PowerPoint presentation in which
communication objectives for Heythrop Park Resort is developed providing appropriate
justification for the selected communication channel. And at the end a integrated Marketing
Communication plan is developed for the resort.
PART A
TASK 1
P1. Different types of marketing channels and how they serve communication objectives within
the hospitality organizations.
Marketing Communication defined as those mediums and tools utilized by organizations
belonging to separate industries and sector for exchanging information and communicating with
the audiences and targeted customers for keeping them informed and updated about their goods
and services and also influence them by increasing brand awareness. There are several different
Marketing Communication tools and channels which are utilized by marketers for creating the
brand awareness and spreading word in the potential customers with some special effects images
of the brand logo in order to attract customers and influence their purchasing decisions (Inanc–
Demir and Kozak, 2019).
This marketing communication channels and pathways are adopted by hospitality organizations
as well. For hospitality businesses these marketing channels and communication tools have
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proven to be very efficient and effective enabling them to reach and Communication with
maximum number of people and attract large targeted audience.
Few marketing communication channels are elaborated below in context with Heythrop Park
Resort for suggesting and adoption one or two out of them.
DIRECT CHANNEL
 Zero-Level channel is a direct marketing channel in which there is no middle person or
any other third party involved in the communication system. The manufacturer or the
owner of the business directly communicate with the customers and sell their offerings to
the consumers. In Heythrop Park Resort this marketing communication channel is
utilized there the customers directly approach to the resort and the front office department
communicates with them and makes sales (Mosca and Casalegno, 2019).
INDIRECT CHANNEL
 One-Level Channel is the indirect marketing communication channel in which a person
is involved who bridges the distance between the customers and the business owners. For
Heythrop Park Resort Marketing Communication channel is adopted when the resort be
in contact with an agent any retailer where they are making use of online importance to
connect with the agents who are available in the market and include them for conducting
booking systems. MakeMyTrip is the best example for such Marketing Communication
channel where the website what's the resort name and all the required information from
customers can attracted and provided all required data.
 Tow-Level Channel includes two levels between the business and ultimate customers.
These two levels are introduced as wholesaler and retailer where the products of first
manufacture then moved to the wholesalers then the retailer purchase it for making them
available to the ultimate customers (Nyambura Mwangi, 2018). Heythrop Park Resort is a
service based organisation belonging to hospitality industry therefore two middle
channels are involved for conducting Marketing Communication an agent retailer is
contacted for conducting booking on the other hand in online middleman is also involved
present at the global level who is working for other services as well such as online air
tickets travel and other hospitality Services.
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 Three-Level Channel is another indirect Marketing Communication channel where three
levels are involved into the process who are known as the agent, wholesaler and retailer.
This three level channel of marketing communication is mostly used in product oriented
industries and businesses rather than service sector as it is not effective and efficient
enough (Porcu and et. al., 2019).
From the above discussion and identification of different direct and indirect Marketing
Communication channels the most appropriate and beneficial channels for Heythrop Park Resort
are zero level channel, one level channel and two level channel. All these channels provide the
hospitality provider an opportunity to interact with the customer by either direct or indirect mean
and communicating with them buy attractive advertisements with the help of social media and
agents for changing their purchase decision and influencing them in the most potential manner.
TASK 4
P5. Critically Evaluation of integrated marketing communication plan along with its strategy,
channel choice and creative content.
The Integrated Marketing Communication plan that is developed for Heythrop Park Resort is
constructed according to the hospitality provider’s strategic objectives and long-term
communication system. The clan is new where marketing strategy is utilized known as
segmentation, targeting and positioning model along with appropriate budget and monitoring and
controlling actions. The current Marketing Communication plan focuses over external parties
and use of social media for attracting and communicating with the customers but the internal
social media actions and who are not focused over (Šerić, Ozretić-Došen and Škare, 2019). The
hospitality provider in needs to understand the importance of the current digitalization and
advanced technology era. Now a days use of internet is aggressively increasing with the help of
several devices and innovative networking services provided. People are more focused over their
own comfort and ease, on top of that while making purchase Decision they have several
numerous amount of information and options available for developing the best and beneficial
idea about the offerings that are existing in the marketplace. Therefore, Heythrop Park Resort is
required to focus over their internal social media platforms and websites which are the first and
most influential Marketing Communication channel that will be utilized by the potential
consumers.
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Before going to any external agent and collecting information from other online portals the
individuals will more concerned about the resorts customized website and webpage (Sülük and
Aydin,, 2019). The top level management and higher authority of Heythrop Park Resort needs to
put more efforts in creating an attractive content for their online applications and web pages and
other social media platform through which they handle their Marketing Communication for
gaining the attention changing the mindset of interested consumers. There are several services
provided by Heythrop Park Resort along with numerous frequent offers for the existing and new
customers. All these information needed to be provided by the hospitality provider on their social
media platforms websites and applications in order to keep the external agents and potential
consumers informed and to make them regularly be in touch with the company’s offering so that
at the correct time they can be influence and purchase decisions can be made in favor of the
resort (Barker, 2013).
PART B
TASK 2 & TASK 3
P2, P3 and P4 Covered in PPT
CONCLUSION
The above report is developed upon integrated Marketing Communication concluding that there
are numerous channels which are useful for businesses while interacting with the customers and
the current report is developed on a hospitality organisation. The first part of the report covers
different communication channels such as direct and indirect or zero level, one level, two level
and three level out of which only 3 channels are utilised and beneficial for the business entity.
Moving forward the PowerPoint presentation covers three aspect of the report that is the
particular communication objective, their justification and integration with the business and the
end thorough integrated communication plan is developed focusing over the information
gathered in above sections. At the end the report includes a critical analysis of the integrated
communication plan developed highlighting the positive and negative aspects and improvements
required to be made in it by the organisation.
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REFERENCES
Books & Journals
AFFAH, E.A., 2018. Integrated Marketing Communications. MBA 2. June, 2018.
Barker, R., 2013. Strategic integrated communication: An alternative perspective of integrated
marketing communication?. Communicatio. 39(1). pp.102-121.
Inanc–Demir, M. and Kozak, M., 2019. Big Data and Its Supporting Elements: Implications for
tourism and hospitality marketing. In Big Data and Innovation in Tourism, Travel, and
Hospitality (pp. 213-223). Springer, Singapore.
Mosca, F. and Casalegno, C., 2019. Managing Integrated Brand Communication Strategies in the
Online Era. Global Branding: Breakthroughs in Research and Practice: Breakthroughs
in Research and Practice, p.227.
Nyambura Mwangi, R., 2018. Influence Of Integrated Marketing Communication On
Performance Of Hotels In The Hospitality Industry: A Study Of Small Catering Firms,
Narok Kenya.
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J.M. and Crespo-Almendros, E., 2019.
Analyzing the influence of firm-wide integrated marketing communication on market
performance in the hospitality industry. International Journal of Hospitality
Management, 80, pp.13-24.
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2019. How can perceived consistency in marketing
communications influence customer-brand relationship outcomes?. European
Management Journal.
Sülük, S.B. and Aydin, K., 2019. Marketing Communications and Experiential Marketing in the
Context of Augmented Reality'. Contemporary Issues in Behavioral Finance
(Contemporary Studies in Economic and Financial Analysis, Volume 101). Emerald
Publishing Limited, pp.153-162.
Online:
Types of Marketing Channels, 2018. [Online] Available Through:
<https://theinvestorsbook.com/types-of-marketing-channels.html/>
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