Integrated Hospitality Marketing Communication

This presentation focuses on developing communication objectives, justifications for communication channels, and an integrated marketing communication plan for Heythrop Park Resort, a 4-star hotel in Oxfordshire. The objectives include increasing sales and revenue, improving awareness about offerings, and enhancing the customer base. The chosen communication channels include zero-level direct communication and one-level indirect communication. The presentation also includes a segmentation, targeting, and positioning (STP) analysis, a budget breakdown, and monitoring and controlling actions.

Integrated Hospitality
Marketing Communication

 Introduction
 Design communication objectives for a given hospitality
organizational situation
 Justifications for the selection and integration of communications
channels chosen
 Integrated marketing plan
 Conclusion
 References
Tables of content

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 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.
INTRODUCTION

Heythrop Park Resort is considered as one of the most impressive hotels around Oxford with both age-
old decadence and contemporary style incorporating and highlighting and 18th century mama house
and a very stylish and beautiful contemporary part of the estate. The hospitality organization provides a
fairytale wedding day venue for the customers, along with a relaxing weekend spa break for the people
on vacation and a glorious golf course banquet for a corporate event arrangements. Heythrop Park
Resort is a 4 star hotel in Oxfordshire providing unique offerings and the services to the guest with the
best hospitality experience always trying to provide a curated and memorable services to the visitors.
Therefore the respective communication objectives on which the Heythrop Park Resort should focus
are as follows:
 Increment in sales and revenue standards- The first and foremost objective of Heythrop Park
Resort is to improve their sales and revenue standards and automatically move towards better
profitability. The communication needs to be conducted in such a manner that the brand becoming
more and more popular amongst people attracting large number of people with the help of one level
and two level communication channel which are both of indirect nature. the resort can make use of
different online retailers and websites for making their presence globally.
Design communication objectives for a given
hospitality organizational situation

 Improving awareness about the offerings- Another primary objective of conducting marketing communication is to spread
awareness about the offerings or products and services that are provided by Heythrop Park Resort. There are several different
services such as fairytale wedding venue, golf course, banquets for corporate events, spa services for relaxation,
accommodation, food and beverages and many other hospitality Services. The marketing communication should be
conducted in such a manner that the brand is being marketed on a world wide bases and people are getting all the related
information about the products and services offered by Heythrop Park Resort listed above.
 Enhancing Customers base- The third Marketing Communication objective that should be focused by Heythrop Park Resort
is over increasing there customer base. Marketing is a tool that is helpful and beneficial for organization as it enables them to
effectively spread awareness about the offerings into the public and improving the brand image. This is a distribution channel
which is used for communicating and attracting people by informing them about the products and services so that they can be
influence and their purchase Decision can be made into the figure of the organization by converting the people into permanent
customers. Therefore, Marketing Communication channels will serve this objective of improving the customer base of
Heythrop Park Resort as people will be attracted and communicated provided all the information about resort and the
offerings that will provide for several events such as corporate, wedding functions etc.
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 There are several different marketing communication channels which are available and which were identified in the above
section that is covered in the report. The marketing communication channels are divided into direct and indirect categories.
The selected and integrated communication channel for Heythrop Park Resort are zero level channel of direct category and
one and two level channels form indirect category. All three of these marketing communication channels are efficient and
beneficial for the hospitality provider Heythrop Park Resort and for whom company have appropriate tools and resources
available. the justification and integration of these Marketing Communication tools which are selected for Heythrop Park
Resort is provided below in the next section:
 DIRECT CHANNEL
 Zero-Level channel- This Marketing Communication channel is basically conducted between the organization and the
customers that is in case of Heythrop Park Resort the front office department and employees will communicate with
individuals to visit Resort. That means once the individual or the potential customer is in the hotel for knowing separate
offers and services that are being provided by the resort the front office department is responsible for providing and
conducting appropriate Marketing Communication so that the customer is influence and convinced enough to makes their
purchase and become the customer of the hospitality company. This marketing communication channel is beneficial and
utilized because as a service provider it is important that there are people present in the promises who is the responsibility tu
to making the customers the potential long term consumers of the entity.
Justifications for the selection and integration of
communications channels chosen

INDIRECT CHANNEL
 One-Level Channel- Another Marketing Communication channel adopted by Heythrop Park Resort
belongs to indirect category of one level channel. In this way a retailer is the level that means a middle
person is involved who bridges the gap between the customers and Heythrop Park Resort. With this
marketing communication channel company provides and makes use of retailers providing services to
the customers of bookings and keeping them informed about the resort. This retailer can be called as
agent to whom Heythrop Park Resort will provide all the required information essential for the
customers to know and make their decisions. The resort also guide the retailers about the
communication and interaction style they need to adopt for influencing the customer and ultimately
selling them with best offer according to their requirements and desires.
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EXECUTIVE SUMMARY
 This integrated Marketing Communication plan is constructed is constructed for Heythrop Park Resort focusing over the
interaction and communication conducted by the hospitality provider with potential buyers and for maintaining their existing
customer base. The marketing channel and communication pathways are adopted by the resort which is useful and beneficial
in educating and awaring the targeted audience about the offerings and new services. the communication conducted should
cover the targeted audience and perform all the tasks accordingly for fulfilling all respected strategic objectives. The plan
includes objectives of resort, then utilizes a STP model and provides information about budgets along with monitoring and
controlling actions.
OBJECTIVES
 Increment in sales and revenue standards by 6% in 10 months.
 Enhancing Customer base by10% in 12 months or in a year.
 Improving brand awareness and attractive Customers.
Integrated marketing communication plan

SEGMENTATION, TARGETING AND POSITIONING (STP)
 Segmentation
The first step of this marketing model is of segmentation in which market is divided into smaller parts that is in small groups
according to their similarities and common features. That means segmentation will allow Heythrop Park Resort to divide the
customer base and make appropriate choices of the targeted audience easily. Segmentation can be done in several ways out of
which the hospitality provider makes use of demographic segmentation dividing the market on the basis of the features such as
income, gender and age. Also behavioural segmentation is used where features like customer loyalty and the benefits they are
looking for are focused by the organization.
 Targeting
According to the segmentation process and grouping structure of the customer base Heythrop Park Resort target their respective
audience matches with their offerings and objectives. The resort focus is over those customers who are interested in in conducting
a event or wedding in the resort. Also those people who are looking for some relaxation and spa services can reach to the resort.
Therefore the targeted customer base will be those people of the society belonging to hydro middle class and Elite class because
of the elegance and curated best experience provided by the hospitality organization.
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BUDGET
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Activities Costs ($)
Social Media advertisements 4000
Organizing a public event 5000
Building up the networks of agents 200
TOTAL 9200

MONITORING AND CONTROLLING
 These monitoring and controlling actions are conducted by Heythrop Park Resort for identifying and evaluating the actions
undertaken by them and matching them with their plan’s in order to understand their actual performance and improvement
areas. Therefore in order to analyze the gap between the actual performance and the standard performance key performance
indicators is a tool that is being utilized allowing it to conduct a thorough comparison and understanding the requirement of
improvement and appropriate areas of changes.
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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. 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.
CONCLUSION

 Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to implementation. Rowman &
Littlefield.
 Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental to a customer-centric
perspective. European Journal of Marketing.
 Kitchen, P. J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a strategic level. Journal of
Business Strategy.
 Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance.Journal
of Advertising. 44(1). pp.37-46.
 Mihaela, O. O. E., 2015. The influence of the integrated marketing communication on the consumer buying
behaviour.Procedia Economics and Finance. 23. pp.1446-1450.
 Muñoz-Leiva, F., Porcu, L. and Barrio-García, S. D., 2015. Discovering prominent themes in integrated marketing
communication research from 1991 to 2012: a co-word analytic approach. International Journal of Advertising. 34(4).
pp.678-701.
REFERENCES

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