Integrated Hospitality Marketing Communication

This report discusses integrated marketing communication in the hospitality industry, including different marketing channels and their role in achieving communication objectives. It also evaluates an integrated marketing communications plan in terms of communication strategy, channel choice, and creative content. The report focuses on The Mere Golf Resort & Spa as a case study.

Integrated Hospitality
Marketing communication
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK A...........................................................................................................................................4
Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations..................................................................................4
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Integrated marketing communication is considered as the concept under which a firm effectively
integrates as well as coordinates their various channels of communication for delivering a clear
and consistent message. The main intent of this is to assure message consistency and
complementary utilisation of media (Anabila, 2020). As per the give scenario, the undertaken
company for this report is The Mere Golf Resort & Spa, it is one of the Cheshire’s premier resort
destination for both pleasure as well as destination. It provides plenty to keep guest engaged and
entertained at the time of visit. The topics covered in this report are various kinds of marketing
channels and how it offered communication objectives for resort. Along with this, critical
evaluation of communication strategy, channel choice and creative content are also discussed in
this report.
MAIN BODY
TASK A
Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations
Hospitality plays crucial role in respect of developing innovative products or services.
There are various kinds of marketing channel that is used for attaining communication objective
in hospitality industry. Marketing channel is referred as a practice where products are transfer
from developer towards it as well as client is indirect and instant types (Buhalis and Leung,
2018) . Also, this have been determined that it is a medium through which product or services
transfer is possible. In respect to The Mere Golf Resort & Spa, it usages diverse type of
marketing channels to provide effective services to their target consumers. The main intent of
respective resort is to enhance their sales and productivity level in future through accomplishing
their consumers needs at marketplace. There are various forms of marketing channel that is used
attract huge number of guest which is described below:
Direct marketing channel: In respective channel, the goods or services is transfer from
manufacturer to their clients in faster way. Herein, there is not any agent or intermediaries who
are concerned to provide services effectively and efficiently. In context of The Mere Golf Resort
& Spa, it uses instant distribution channels for offering ready food to their ends customers
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effectively. This is considered to be a cost effective methods for this kind of resort as well as
enhance profitability and sales level in future.
There are various services which are provided through them which is includes recreational
action, spa, golf, dining, wedding and events and many more. This aids them to improve
marketing position as well as brand reputation into competitive marketplace. Respective resort
organised host event which is related to person wedding which formed the organisation’s target
market.
Advertisement: This is considered as the paid type of non presentation of ideas, product
or services through a well known sponsor in respect to attract huge audiences in market
(Costanzo, 2018). In context of The Mere Golf Resort & Spa, the management of firm apply
some advertisement channel such as television, newspaper, outdoors for grabbing attention of
huge clients base related to their services which are provided by them. Also, this help them to
reach towards a board range of individuals at lesser time duration as well as allows to improve
customer experience level in respect of its services which are facilitated through The Mere Golf
Resort & Spa into hospitality sector. In addition to this, through adapting this type of marketing
channel, the business may enhance their sales as well as maximise people’s loyalty. Respective
resort conduct host event which are elated with individual’s wedding that may be advantageous
to business in respect of developing their brand image.
Sales promotion: This is vital for firm to facilitate discounts, incentives and other for
providing services in effective way. This is needed for them to motivate people to avail their
services for enhancing profitability as well as sales level in future time duration (Dewnarain,
Ramkissoon and Mavondo, 2019). There are various techniques and tools which is used through
The Mere Golf Resort & Spa for increasing sales such as free gifts, discount on booking and
many more to grab the consumer attention so that they can undertake the advantage of services
that are facilitated through resort.
Digital Marketing: This is referred as a practice into company that uses diverse tools as
well as techniques with advanced technology in order to attract huge number of guest towards
the goods and services of The Mere Golf Resort & Spa. The fundamental objective of them is to
develop customer experiences in respect of their offerings. Which are provided through them to
its targeted customers.
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Personal selling: This is referred as a practice where the firm’s sales person wants to
interrelate with their customers through face to face in respect of awaring them towards benefit
of services which are provided through resort into hospitality sector (Inanc–Demir and Kozak,
2019). The main objective of respective resort is to resolve the problems in faster way for
enhancing faith as well as loyalty of potential guest towards their offering. The main intent of
The Mere Golf Resort & Spa is to grab the attention of ample number of consumers as well as
retain them for longer duration.
According to above analysis, this has been ascertained that The Mere Golf Resort & Spa
utilises as well as execute direct channel of marketing like personal selling, advertisement and
others for promoting their offerings such as accommodation, dining, spa, and many more to their
guest in instant manner. There is not such intermediary who is involved in context of providing
services to their potential consumers. The main concern of business is to retain their targeted
clients for longer duration. For instance, they also provide some discount as well as aid them to
increase experience level of customers and improve its productivity or sales. Also, this is helpful
in developing brand image as well as marketing position of resort into hospitality sector.
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
This is important for organization to develop effectual plan, policies as well as strategy for
obtaining competitive advantage over competitive firm within hospitality sector. In addition to
this, it is vital to accept SMART objective in respect of integrated marketing communication that
is discussed below:
Understand your target: This is crucial for organization to understand the needs as well as
desire of clients for offering them commodity that is needed through them as this aids in
enhancing sales in upcoming time duration (Oluwafemi and Adebiyi, 2018). This also allows
maintaining optimistic image in front of audiences at market place.
Forming situation analysis: Into this practice, The Mere Golf Resort & Spa focused upon
applying SWOT analysis to determine the environment of business in order to attain the
competitive advantages of competitive firm into hospitality industry.
Analysing objectives of marketing communication: In this aspect, the management
focused upon undertaking the intent they want to accomplish at specified time duration. This aids
them to attain vision as well as mission in future period.
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Ascertaining the budget: In this respect, the management of The Mere Golf Resort & Spa
focused upon maintaining budget which aids in detrmining funds requirements in future time
duration. This allows in implementing diverse act as well as work efficiently in firm.
Strategies and tactics: Herein, the management develops effectual strategic policy as well
as perform production in order to bring innovative ideas into firm in future time duration.
Evaluation and measurement: While planning, this is essential for management to
identify the aims as well as objectives which should be SMART. This means that the objectives
should be specific, measurable and attainable at less time period (Wongwiwattana and
Boonpienpon, 2019).. This allows them to enhance profitability margin level in future time
duration. There are various components for accomplishing the SMART objective which is
described as below:
 Specific: This is needed that firm have to develop the objective which is specific as well
as unique in nature. Also, it aids them to gain competitive advantage of resort at market
area.
 Measurable: Also, this is vital for business to determine the objectives for ascertaining as
well as controlling growth and also planning activity performance effectively. This helps
them to attain goals into less time period.
 Achievable: It develop objectives which should be simple to attain in upcoming time such
as sale will maximize by 10% within 9 months or will be enhanced the profitability
margin of company by 5% in a year. This objective may be fulfilled by company at less
time period.
 Relevant: The objective set through firm which should be relevant as well as allows
accomplishing aims and objectives at shorter duration. It will aid to improve respective
resort bran image and marketing positioning (Porcu and et. al., 2019).
 Time bound: The management team responsibility is ascertaining the objectives which
should be attained through respective resort at less time duration.
Although the uses of integrated marketing communication strategy may be performed in
respect of achieving business objectives. This type will be conscious about what, when as well as
how to develop decision as well as applied strategies in difficult condition. Also, this will be
advantageous to them to go through IMC plan in order to solve the complexities effectually and
effectively in future time duration.
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CONCLUSION
As per the above report, it has been concluded that hospitality industry plays crucial role in
accomplishing guest’s requirements through providing standard quality services. Also, there are
various marketing channels and tools which are utilised through firm for developing awareness
regarding their products and services. This grab the attention of more consumers and enhance
sales as well as profit. Moreover, they also developed an effectual and efficient integrated
marketing communication plan for accomplishing the objectives at shorter duration. Also, this is
helpful in evaluating the firm’s plan in order to devise appropriate strategic policy and activity
related to communication in specified time duration.
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REFERENCES
Books and Journals
Anabila, P., 2020. Integrated marketing communications, brand equity, and business
performance in micro-finance institutions: An emerging market perspective. Journal of
Marketing Communications, 26(3), pp.229-242.
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management, 71, pp.41-50.
Costanzo, P.J., 2018. A course project designed to aid students’ understanding of the structure of
advertisements: an application of the who says what to whom over what channel with
what effect model. Atlantic Marketing Journal, 7(1), p.5.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management, 28(2), pp.172-188.
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.
Oluwafemi, O.J. and Adebiyi, S.O., 2018. Customer Loyalty and Integrated Marketing
Communications Among Subscribers of Telecomunication Firms in Lagos Metropolis,
Nigeria. Journal of Competitiveness, 10(3), pp.101-118.
Porcu, L. and et. al., 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.
Wongwiwattana, B. and Boonpienpon, N., 2019. An Appropriate Integrated Marketing
Communication for Thai Rice Barge Dinner Cruise Business in Bangkok. Veridian E-
Journal, Silpakorn University (Humanities, Social Sciences and arts), 12(6), pp.663-
681.
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