Integrated Hospitality Marketing Communications

Integrated Hospitality Mar-
keting Communications
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Contents
INTRODUCTION...............................................................................................................3
MAIN BODY.......................................................................................................................3
P1. Evaluate different types of marketing channels and how they serve
communication objectives in hospitality organization....................................................3
P5. Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content...........................................4
P2. Design communication objectives for the hospitality organization..........................6
P3. Provide justifications for the selection and integration of communication channels
chosen............................................................................................................................7
P4. Create an integrated marketing communications plan............................................9
CONCLUSION.................................................................................................................10
REFERENCES................................................................................................................11
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INTRODUCTION
Marketing is defined as the process in which the products and the services of the
company are displayed to the customers in the market effectively and efficiently (Liu,
2017). Hilton Hotels and Resorts is a global brand which dedicates its services in hotels
and resorts under multinational hospitality company Hilton.
The report will analyze different types of marketing channels and how they serve
communication objectives which will help in making the process effective of the Hilton
Hotels and Resorts. Along with this, integrated marketing communication plan will help
in making the plan formation effective with the ingredients which will include
communication strategy, creative content and channel choice more significant.
Furthermore, communication objectives will be designed for the Hilton Hotel and
Resorts. Justifications for integration and selection of communication channels such as
advertising and digital marketing will be chosen. An integrated marketing
communication plan will be framed which met the communication objectives of the
Hilton Hotels and Resorts.
MAIN BODY
TASK A
P1. Evaluate different types of marketing channels and how they serve communication
objectives in hospitality organization
Marketing channels serves the purpose of communication between the producer and
the consumer (Key, 2017). In the Hilton hotel, in order to support the various kinds of
products and services of the hotel, marketing executive helps the company in making
the products successful through the marketing channels. Here are some marketing
channels which are described as below –
Social Media – Social media is one of the biggest tools in marketing. The potential
customers are actively seeking for brand in which products and services serves the best
to them. This has also helped in increasing number of users (Iankova and et.al., 2019).
In Hilton Hotels, the marketing executive has adopted various strategies for products
which have to be made effective so that it reaches large number of customers. Through
social media or through this channel, there are various opportunities for the company so
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that they can grab best of them. There is large number of population which uses social
media and through these channels which are Facebook, Twitter, Instagram etc they are
able to incur accurate information or data which is provided to them.
Email Marketing – This is one of the best marketing channels in context of direct
response to the customers. The Hilton Hotels incur this type of marketing channel,
where users have opted into making communication better by hearing it from any one
member of the hotel. Emails of the Hilton hotel provides the knowledge and
understanding of the latest benefits, sales and items which are being processed by the
company (Yang and et.al., 2017). This is one of complex approaches which is managed
and controlled by the marketing executive in The Hilton Hotel. But on the other side,
through email marketing techniques all essential information of hotel is provided to
customers’ at large scale. Therefore, email marketing has proved to be an essential tool
for hotel industry.
Website – This is one of most common channels for marketing. The Hilton Hotel
provides this kind of marketing channel which helps the users in learning the detail
information about website. All information which the customers or users need to know is
available on the website of The Hilton Hotel. This has made online engagement of
customers more and has increased the facilities of making reach the customers to the
services of the hotel (Semerádová and et.al., 2020). Through website details of hotel
are mentioned which provides the customers all they need to know about the hotel and
services and products. Therefore, email marketing is one of effective and efficient ways
through which company is able to analyse its key strengths through this channel of
communication.
Pay-per-click Marketing – As per the marketing channels grow, pay-per-click
advertising is still becoming unbeatable. This also provides diverse options to users
which are now available under different brands. It is one of best learning curves which is
afforded by the hotel and can hire the agency to handle campaigns which they innovate
or make (Ferrell and et.al., 2017). This is one of the best marketing channels of all
times. For example – Facebook, Google DisplayAds on the social media will help in
making name of brand reach to the millions of customers or the users. Therefore, the
pay-per-click tool helps The Hilton Hotel in creating effective campaigns and reaches
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