This presentation explores integrated marketing communication in the hospitality industry, specifically focusing on Fairmont hotel. It covers communication objectives, justification for channel selection, and an integrated marketing communication plan.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Integrated Hospitality Marketing Communications
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Introduction Communication objectives Justification for objectives Integrated Marketing Communication Plan Conclusion References Table of Content
Marketingistheneedoforganisation which is performing for the purpose of informing, influencing and attracting the customers. This can help to increase the organisational performance in managingtheperformanceandmaintaining effectiveness. The presentation is about Fairmont hotel that is large size hotel and resort, providing variety of hotel services. This presentation covers communicationobjectivesandjustificationof appropriate channel. Moreover, design and content in relation to channel and objectives. Introduction
Communication is important aspects for all organisation which uses to share the information, getting new ideas and completing the task in order to attain the business goals. This can helps to maintain the good performance in competitive environment by informing and attracting the people. In Fairmont Hotel and Resort communication design with objectives are as defined: Designcommunicationobjectivesforagivenhospitality organizational situation
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Situation –Fairmont is super chain of hotel group that is providing different types of hotel services is being connected to food, beverage, islands, visiting, staying, clubs and others which helps to make the right buying decisions. The number of customers are increasing in this organisation continuously which help to improve the brand image in competitive environment. from the last 2 years the sale of Fairmont is decreasing due to economic downturn and restrictions being made on corporate level in some countriesthat is challenging the customers relation and decrease the number of customers. In this organisation managementare designing communication objectives that are defined: Cont..
◦Communication channel such as social media, print media, customer services, online websites, advertisement and others are useful for organisation which helps to understand what customers wants and how they can be satisfied. For instance, Fairmont is selecting social media as it know now people are becoming more digitalised and up to date so social media is the bestsourceandchanneltointegrateincommunicationandsharethe information regarding products and services of hotel. This helps to increase the organisational productivity and profitability in competitive environment Providejustificationsfortheselectionandintegrationof communications channels chosen
Marketing communication plan is documents which are prepared by managers in order deal with difficulties and make the higher profits by delivering right information. This is important for organisation to prepare a marketing plan by involving strategies that helps to bring improvements and attain the business goals. The main objective of Fairmont is to reach the international customers and increasing profitability, a marketing plan ispreparedbyeventmanagerwho organiseeventandprovide the information that are as defined: Integrated Marketing Communication Plan
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
. Continue... Executive summaryFairmont is large hotel that is providing different services which attracts customers and increase the performance. Vision and missionTo capture high market share and brand awareness by delivering best hotel services. ObjectivesTo manage the all hotel services and control the activities. To capture market share by 40% within 2021. Toinfluenceinternationalcustomersbyusingeffective communication channel. To maintain hygiene and safety for customers that can help to build trust between customers.
Integratedmarketing communication strategy Messaging strategy– A New marketing tagline is going to be use by Fairmont such as “be healthy and be safe” that debut sporting upbeat message. Creative strategy –The chosen organisation uses this strategy by introducing new products and services in their hotel that can attract the customers and increase the sale. Communication strategy–SMS, online website, social media and other will be use by event manager that can help to increase the performance. Integration strategy –In this strategy, organisation is using process as launch, pre launch and post launch services that will helps to bring improvements. Continue…
BudgetingThe management of such organisation set the budget for staying as: Living statusAmount 2 night/3 days5000 £ 3 night/4 days8000 £ 4 night/ 5 days12000 £ Food services will be charges according to customers wants and products that will be competitive prices. Evaluation and controlHype marketing campaigns and web testing activities will helps to control over measures and get the feedback which helptomaintainthegoodperformance.Moreover, communication analysis will help to increase the number of customers by delivering messages. Continue…
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
From the presentation it can be concluded that communication objectives are set by management of hospital industry by analysing the information and making right decisions. this is important for organisation to deliver best quality of products and services in relation to hotel so customers get attracted and maintain the good performance. Communication channel are uses to providing information and creating brand image by attracting the people and deliver quality of service. A integrated marketing communication plan is prepared by management by identifying objectives which helps to select the best strategy for attaining the goals. Conclusion
Rasul, T. and Hoque, M. R., 2020. A review of social media research in thetourismandhospitalityIndustrythroughthelensofsocial structure.Tourism Recreation Research, pp.1-3. Alabadi, H. F., Sultan, Y. H. and Alkaseer, N. A., 2019. Integration of strategic wellness and sustainable marketing to achieve competitive advantage in the Tourism Industry: An empirical study in a sample of Iraqi tourism agencies.African Journal of Hospitality, Tourism and Leisure. 8(5). pp.1-12 References