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 selection and integration of communication channels chosen. Give the justification
about it.....................................................................................................6
P4 For a hospitality organisational situation, develop an integrated marketing communication
plan that can meet the communication objectives...................................................6
P5Critically evaluate the integrated marketing communication plan in relation to the
communication strategy, channel choice, creative content.......................................7
CONCLUSION.........................................................................................9
REFERENCES..........................................................................................11
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INTRODUCTION
Integrated Hospitality Marketing Communications refers to that kind of process which
is tactical and strategic consumer 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 (Harms,and et.al., 2017) 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 sale( O’Rourke, J. S., 2019). 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
manufacturers these channels has been used, the coordination of the supply of large
product has been done through retailers and an agent.
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 Dual Distribution: Under this head, it describes the variety of marketing arrangements
by which the manufacturer or wholesaler uses more than one channel simultaneously
to reach to its end consumer. (Birdir, and et.al., 2018). For the purpose of resale they
can sell directly to the consumer as well as 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, where
the franchisor license the operation of some of its units to franchisees while owning
and operating some units themselves.
 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. (Rezapouraghdam, and et.al., 2019). 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. 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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