Integrated Hospitality Marketing Communications

This report discusses the concept of integrated marketing communication and its application in the hospitality industry, using Hilton hotel as an example. It covers the current marketing communication channels used by the company, communication aims, and strategies to achieve them. The report also evaluates the effectiveness of an integrated marketing communication strategy in relation to communication strategy, network selection, and creative content.

Integrated
Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION ......................................................................................................................1
MAIN BODY ................................................................................................................................1
P1 explanation of present marketing communication condition and channels of company
and determination the instruments and ways in utilisation. ...............................................1
M1 Evaluate of how marketing channels of communication are integrated with in a
hospitality business to add value and raises sources. ..........................................................3
D1 An analysis how marketing channels add values in hospitality business to illustrate their
communication - ....................................................................................................................4
TASK 2 ...........................................................................................................................................4
P2 construct communication aims for business scenario and give justification for the
selection and integration of communication channels - ......................................................4
M2 Examine the application of communication aims in connection to the marketing
communication mix and hospitality business goals. ..........................................................5
TASK 3 ...........................................................................................................................................5
P3 Outline and produce content appropariate to the networks and communicate aims .....5
M3 Interpret the communication strategies which can be utilised to assist and attain the
aims.........................................................................................................................................5
P4 critically evaluate an integrated marketing communication strategy in relation of the
communication strategy, network selection and creative content. ......................................6
M4 Conclude and review the success of controlling and effect of integrated marketing
communication strategy - ......................................................................................................6
CONCLUSION .............................................................................................................................7
References:.......................................................................................................................................7

INTRODUCTION
Marketing and its communication are similar concept a s both are linked with the
same goal and objectives(Nurittamont, W., 2021) . This is implies that factors just as digital
media, people connection, business betterment strategy , audience understanding for brand
which consist along various media channels . In order to explain the concept of integrated
marketing communication the consider hotel is Hilton hotel which is UK based industry
founded by Conrad Hilton in 1919. it main branch is in McLean, Virginia , US. It serves
services in Global country. This report will cover the design or generate accurate channel and
integration with explanation. Further it will cover the design or generate message suitable to
communicate aims and channels. In last it will explain the ability and critically explain a
hospitality case study considering channel choice communicating policy among with
innovative theory.
MAIN BODY
It is crucial for the company to encourage their brand well among the end buyers not
only to design rivalry but also survive in the long run. Brand promotion raises awareness of
goods and services and eventually generates their sales, yielding huge profits and income
for an industry. The procedure includes determination who are best suitable to the buyers
goods and services as well as promoting the brand among them via many sources that are
related with the communication.
P1 explanation of present marketing communication condition and channels of company and
determination the instruments and ways in utilisation.
Merchandising communication states to the content as well as media which sellers of
a hospitality business utilise to communicate regarding their goods and services with marked
segments(Inanc–Demir and Kozak,2019).. Here are different sources of communicating in
marketing place just as straight marketing, traditional separation and many others which is
used to promote goods and services in market place. In Hilton hotel market communication
conditions are conducting business on huge scale in London as well as having huge customer
base due to quality of services which they are providing to the public. They want to raise
their user base in regards to earn income to cope up from losses which they have faced while
covid and financial crises . They have a big platform of competitors because of constant
1

modification in preferences , behaviour and working system. Organisation invest capital on
their marketing as they utilise social media marketing channels, tradition selling . Keeping
and various other to advertise their activities to add values to their capable users. There are
different macro components which impacts the selling and activity of Hilton Hotel, in order
to this management cab utilise swot analysis which assist them to analyse whether they are
doing good or not that are as follow -
Strength
 Hilton hotel have a well known
recognised brand in all around the
world. As well as it is treated as a
luxurious brand.
 They have experienced and well
educated staff members in their
property in order to provide a good
services to the guest.
Weaknesses
 the brand has a huge competition in
market place and that is a huge loss
fro the company.
 Company fails to manage accurate
hygiene in property.
Opportunity
 They have a good opportunity by
expanding business in international
market.
 The utilisation of smart and new
technology can provide the good
benefit to the brand value.
Threat
 Huge threat for the company is
impressive pricing policy of the rivals.
 Complex surroundings and market
situation are the huge threat for the
company.
Thus, from the above analysis is it stated that market communication channels which
Hilton hotel, can utilise to raise the effectiveness and develop their marketing and reduce
weak points that are listed in below -
 Direct marketing - this is most suitable marketing technique in which sellers know
regarding target segments and their services as well as aim for which they are
performing actions . Management of the Hilton hotel utilise this marketing levels for
their honest guest by sending them exclusive offers, super discounts on goods and
services in order to make them visit again and have stay in property.
2

 Advertising – expertise of Hilton hotel, uses this merchandising technique and invest
huge amount in order to promote their hospitality services through radio , television, you
tube and news paper, keeping and many other to influence of buyers . It is very costly or
impacting as they required to create agreement with advertising company to promote
their brand on various channels of advertising so that the market of the brand can be
raise.
 Social media marketing - it is most basic and impressive mode of marketing in current
era world as almost every big industry uses this platform to connect and communicate
with the guest and to influence other buyers . This assist in reaching to the target
audience and also helps in understanding the consumer behaviour. It is reasonable in
cost which aids management of Hilton hotel to promote their services in global market
in affordable value. Various platforms are like Instagram, Facebook, LinkedIn, and
many others which attracts travellers and other who are planning to have vacations.
 Public relation- it is most effective traditional approach which assist the business to
raises their buyers at minimum value. The loyal guest of the brand refer their known,
family and friends to stay in the property and have a good experience in hotel with
extra benefits..
M1 Evaluate of how marketing channels of communication are integrated with in a hospitality
business to add value and raises sources.
According to the above study it has been stated that Hilton hotel gather all marketing
networks of communication in an effective way which gaines their brand value and raises
their resources. Marketers of Hilton hotel utilise direct marketing that cab give advantgaes
them to raise their user base and secure their value of financial resources. As well as they
utilise social media marketing to converse huge amount of people which secure their values
and time as they can encourage their offers at a place at a place instead of moving various
places for promotion. Hilton hotel operates effectively for hotel as they serve, effective
functioning, user support,constant which assist their brand values and market value in
hospitality communication networks is most impressive to motivate their hospitality services
to secure their values and raises user base.
3

D1 An analysis how marketing channels add values in hospitality business to illustrate their
communication -
The major aim of marketing communication is that understanding the users attitudes,
hospitality services like client satisfaction or responsibility. That tends to social media
marketing communication channel is most effective for hotel to support their hospitality
services to aims which is contented and convince their issues to investors (Lee and et.,
al.,2019).
TASK 2
P2 construct communication aims for business scenario and give justification for the
selection and integration of communication channels -
Aims of the communication refers to the long term objectives or goals where
merchandisers are involved to raise the brand value on time.
Marketing objectives analyses the behaviour of customers and their preferences of
using offers and services.
Major aim of Hilton hotel is to communicate , convince and complete in regards to add
rivalry in industry .
 Communicate - The aim of the Hilton hotel is to communicate appropriately, correctly
regarding the marked buyers according the brand and hospitality services. As it assist
them to spread awareness regarding their brand and motivate people to book and
experience the services which is provided by the company.
 Complete - This manner assist Hilton hotel in total effective and consistency in
market place as many hospitality business offers similar services at same cost in
similar marketplace of Hilton Hotel might be capable to influence target users, assist in
variation the services makes good brand value that can assist them to live for long term.
 Convince - It is the last marketing or communicating aims of Hilton hotel is to
convince their guest to visit again by giving developed quality services and content
that leads in increment of their experience. By utilising creative thoughts and new
digital technology they can promote their services which influence the people towards
the brand and try them attract so that they can book there rooms with other services as
4

well as enjoy the quality time. Along with that it assist the brand to reach wanted goals
in most impressive ways and add positive market position.
Social media marketing and content marketing channels -
The sellers of Hilton hotel can utilise marketing and social media marketing network in
context to attain their communication aims and spread awareness regrading their company in
global world. By creating impressive and appropriate message which consider all details of
Hilton hotel for posting it on digital page that can raise their income and customer base. As
well as it can invite famous star in order to attract people .
Justification -
Social media marketing assist the marketers of Hilton hotel to reach huge amount of
users at single destination which secures their values and time for another operations.
However, content marketing is more famous in current days that impress young ones and
influencers to visit the place that raises brand values and accountability of
industry(Labanauskaitė, Fiore and Stašys,2020.).
.
M2 Examine the application of communication aims in connection to the marketing
communication mix and hospitality business goals.
It has been analyses that abstraction aims is impacting conversation regarding the company
and business in regards to finish with rivalry and convert people and marked users to bought
their goods or offers. The merchandising conservation mix states the all abstraction instruments
which marketplace of Hilton hotel usage just as digital media, electronic mail, straight selling,
promotion and various anothers to pass along with customers to attain their business aims.
Impressive selling policy considers more than two instruments which grows the impacting of
institution and add worth to users which arises their education and meet their ascendant. By
exploitation these implement marketplace can reach the communicating aims which assist them
to attain their enterprise content like supreme gain fullness and marketplace stock.
TASK 3
P3 Outline and produce content appropariate to the networks and communicate aims
The marketing team of Hilton hotel creates a effective content by modifying their
Marketing mix to attain communication aims.
5

Make effectual content- In Hilton Hotel , For social selling they make an effectual
contented just as use easy communication, create their offer bewitching by increase more image,
colour and form to depict their human action in item. For contented marketing they can make
picture, graphics images and post montage of image in advanced way by using minutes which
screen all departments of industry.
Cover all details- As they create graphic video of how their employees associate
behavior their operations by managing appropriate cleanliness , use of covering, sanitize time to
case to addition client education and make safe situation for guests (Foroudi and Palazzo,eds.,
2019).
Modify logo- it is change their tag line and business logo using 3 dimensions application,
colors, typeface, signs and typeface which create it many captivating for their transmission. For
digital media selling channel As they can also gain more images of their users on their digital
media relationship which make or convert excitation among other citizenry to meeting the point.
Modify Tag lines- Their contented should also broad, full of essential information which
explains regarding their area employment, nutrient, taste, property trading operations, hygienic
activities and positive action of tailored. They can also modified they tag line by using single line
with befitting words which assists the business to execute with rival and advance people to
education which tends to raises users basic and trade name value of Hilton hotel.
M3 Interpret the communication strategies which can be utilised to assist and attain the aims.
The communications policy considers active message which seller of hilton hotel can
utilise for their social media marketing to attain their business goals. The policies consist
three factors just as the message, the target as well as medium that are described in below
report.
 The Message - management of Hilton hotel utilise message for their digital media
account just as clear picture, meaning full content of consumers and various others
sources which communicate regarding their brand to reach their goals.
 The target – management should have their target audience just as person who are
prompt to pay prices of offers, young ones and travellers in regards to spread
awareness regarding their hospitality services via Management.
6

 The medium – It can also impress marketing channels just as digital media marketing just
as digital media, mail to converse regarding the different offers, discounts , creativity ad
new benefits over rivalry to gained sources (Chomvilailuk and Butcher,2018).
.
P4 critically evaluate an integrated marketing communication strategy in relation of the
communication strategy, network selection and creative content.
The marketing strategy of Hilton hotel is executed above which audience how
marketers of Hilton hotel advertise or communicate regarding their services to marked
innovative message that are listed in below -
 communication strategy - Hilton hotel can make strategy to promote their services to
the targeted market in which they elaborate the company gets goals and how they
attain as well as what is crucial for their business and many more. As they create attract
guests more then previous that tends to raising their answer ability. On the other side
the negative point of the planning is it also raise the cost and time which impact the
operations.
 Network selection - the sellers of Hilton hotel selects content merchandising and
social media services for their marketing communication strategy in regards to
communicate about their offers to huge amount of people. As it assist them to meet
target audience at less value which raises their brand image , market equity and
decrease cost of marketing activity.
 Creative message – In Hilton hotel, expertise create complete practices to create
effective content for the promotion factor of their marketing mix in regards to reach
their wanted goals impressively. It has been widely analysed that there is certain
positive and negative aspects which impact the operation s of company. Whereas it
impacts the budget of Hilton hotel as they required recruit professionalism who has
complete education of smart technology about designing and many others that is used
in marketing in order to attract new customers.
M4 Conclude and review the success of controlling and effect of integrated marketing
communication strategy -
Analysing marketing plan of Hilton hotel utilise different techniques and instruments
just as plan of growth. As they apply key performance indicator to calculate how smart &
7

digital marketing networks gains value to their services and aid them to grow their brand
image in complex market. By analysing amount of travellers, screen flow comments on post,
likes on the webpages . It has been reviewed that Hilton hotel attain success after that leads in
raising their guest base of hotel (Buhalis and Leung, R., 2018)
.
CONCLUSION
It is concluded from above report that marketing communication considers different
factors just as direct marketing, public relation , sale advertising and many others in order to
reach the business aims successfully. The communication goals of hospitality industry consists
communicate, compete and convince to their investors to grow their equity in marketplace.
They can use effective communication strategy, appropriate message and utilise most
impressive marketing channels to raise their users base . By utilising growing and smart
technology along with that giving training to the staff members a hospitality business can
reach the company or communication goals.
References:
Books and Journals
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management, 71, pp.41-50.
Chomvilailuk, R. and Butcher, K., 2018. The impact of strategic CSR marketing
communications on customer engagement. Marketing Intelligence & Planning.
Foroudi, P. and Palazzo, M. eds., 2019. Contemporary issues in branding. Routledge.
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.
Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives, 34, p.100652.
Lee, M., and et., al.,2019. Integrating technology to service innovation: Key issues and future
research directions in hospitality and tourism. Journal of Hospitality and Tourism
Technology.
Nurittamont, W., 2021. ENHANCING THE FACTORS INFLUENCE ON PURCHASING
DECISION OF ENDOWMENT INSURANCE: CASE OF TESTING MEDIATE AND
MODERATE VARIABLES. Journal of Management Information & Decision
Sciences, 24(7).
Park, M. and Jones, T., 2021. Going virtual: The impact of COVID-19 on internships in tourism,
events, and hospitality education. Journal of Hospitality & Tourism Education, 33(3),
pp.176-193.
8

Radionova-Girsa, E., Batraga, A. and Salkovska, J., 2019, May. THE DETERMINANTS OF
ONLINE SHOPPING: BUILDING COMMUNICATION WITH CUSTOMERS IN
AN ONLINE DIMENSION. In Economic Science for Rural Development Conference
Proceedings (No. 51).
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1),
pp.15-32.
Ruan, W.Q., and et., al., 2020. A new path for building hotel brand equity: the impacts of
technological competence and service innovation implementation through perceived
value and trust. Journal of Hospitality Marketing & Management, 29(8), pp.911-933.
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing
communications influence customer–brand relationship outcomes?. European
Management Journal, 38(2), pp.335-343.
9