Integrated Hospitality Marketing Communications

This report evaluates the current market communications situation and channels of the resort, communication objectives for the chosen organisation, and designing and producing content suitable for the channel and communication objectives. It also critically evaluates an integrated marketing communications plan in relation to the communication strategy, channel choice, and creative content.

Integrated Hospitality
Marketing
communication

Table of Content.
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1........................................................................................................................................1
P1Evaluate the current market communications situation and channels of the resort,
identifying the tools, channels and the given methods................................................................1
M1Critically analyse how marketing channels of communications are integrated with the
given range of hospitality organisations to add value and maximise resources making use of
marketing model..........................................................................................................................3
TASK 2.......................................................................................................................................4
P2. Designing communication objectives for the chosen organisation and justify the selection
of communication channels.........................................................................................................4
M2. Evaluate the applications of communication objectives in relation to the marketing
communication mix and hospitality business objectives. ...........................................................6
TASK 3 ......................................................................................................................................6
P3. Design and produce content suitable for the channel and communication objectives..........6
P4 The critical evaluation of an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content..........................................................7
M4. Critique and review of success of monitoring impact of integrated marketing
communication plan.....................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated marketing is an essential tool with an effort to achieve the success in the
modern business world. It can be defined as strategy used in delivering message containing
unified as well as holistic content in different channels of marketing which can be adopted by the
brand (ŠerićGil-Saura, and Mollá-Descals, 2020). It is the method which assists in providing
uniformity when customer chooses the particular brand and wants to have interaction. One of
industry which requires proper integrated marketing is hospitality industry. It is taken into the
consideration as one of the most highest revenue generating as well as plays an essential role in
development of economy. In this particular report Holiday Inn is chosen organisation which is
based in Atlanta. It is an American chain of hotels, having headquarter in Denham
Buckghamshire. Respective hotel provides various facilities to its customers such as lodging,
beverages, food, room for meetings and many more. This particular report deals in
communications situation and channels of the hotel in current market as well as evaluate
methods for same. In addition to this, communication objectives for the specific hospitality
organisational situation is developed and content is produced in an appropriate manner to
communication objectives. Finally, it will also identify different integrated marketing
communications plan with reference to communication strategy, choices and creative content.
MAIN BODY
TASK 1
P1Evaluate the current market communications situation and channels of the resort,
identifying the tools, channels and the given methods.
There are different marketing tools adopted by the organisation within the current market
in order to achieve the targeted goals and objectives. There are various current marketing
communication tools such as direct advertisement, promotion, branding, social media as well as
printed material. This is used by the organisation with the purpose to promote the brand in the
target market. As current market has become become so dynamic and innovative that various
trending and emerging methods as well as tools for marketing are used in order to survive in the
market for long term. With reference to Holiday Inn, they have adopted different tools,
techniques, channels and methods used in market communications situation that are discussed
below:
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The tools adopted by Holiday Inn are discussed below:
 Social media marketing: It refers to the It is defined as the utilisation of the social
media platform. This helps the organisation to connect with the customers which will aid
them to develop good brand image as well as increase the sale in target market (Diaz and
et. al., 2021). Through this they can create there own website in social media which can
assist them to drive in large market. In an effort to gain good market position, social
media platform is considered as one of the essential tool and through this hotel can
advertise their products and services in large market place. In context to Holiday inn,
social media marketing can be adopted by firm so that large number of customers can be
attracted and the one who keeps on travelling and needs hotel to stay in.
 Advertisement: This refers to marketing tool where announcement or notice are made in
the public with the purpose to grab the attention of large number customers. Through
advertisement the company can ensure high revenue as well as sale which has been done
by branding (Cartwright, Davies and Archer-Brown, 2021). Display advertisement,
mobile advertisement, video advertisement can be done through this method. Holiday Inn
hotel can adopt various means of advertisement according to their products and services
as well as they can convince customers through this method. This will also assist the
company to pull clients towards their brand.
Marketing communication methods are as follow:
 Word of mouth: This method of marketing communication can be used to get review of
the products and services availed by individual in the hotel. This method basically
depends more customers taste and preferences which can impact the hotel revenue. As
many people believe on review and perception of the other people. With reference to
Holiday Inn, the manager make sure that their guest have excellent experience in their
hotel so that can give best review to other people who are planning or will plan to visit
the hotel.
 Direct marketing: In this type of marketing, marketer and individual comes into the
direct contact. By going door to door of an individual, marketer sells the product and
services to the particular customers (Linge and et. al., 2020). This method of marketing is
sometimes very difficult to adopt by the marketer as it is time consuming method. With
respect to Holiday Inn, they can use this method of marketing with the purpose to have
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direct contact with the individual. This will also lead the hotel to understand the clients
taste preferences related to the facility provided by the them.
Channels of marketing communications:
 Billboards: In this channel of marketing large outdoor boards are used to display
advertisement. It is also known as hoarding as large number of people can come to know
about the new launch of products and offers from the company (Rowson, 2019). This also
leads the company to attract huge number of people at a single point of time though the
help of single advertisement. In context to Holiday Inn, in order to grab attention of large
number of customers within certain point of time can lead the firm earn high revenue as
well as profitability in a market which they have targeted.
 Telemarketing: In this type of marketing, direct marketing is done of products and
services to the customers over internet or telephone. There are different kind of
telemarketing which are outbound calls, inbound calls that lead the company to build
good brand image (Burgess and Jones, 2020). With reference to Holiday Inn, with the
purpose to have better working within the organisation this channel of marketing
communication can be adopted by the hotel.
M1Critically analyse how marketing channels of communications are integrated with the
given range of hospitality organisations to add value and maximise resources making
use of marketing model.
With the respect to evaluate and analyse the resources as well as improved performance of the
firm, integrated channels of communication has been adopted so that large number of customers
can be attracted as well as they can also understand the taste and requirements of the customers
of target markets. Through the use of social media's, telecommunication, direct marketing can
help the Holiday Inn to gain huge customer base which leads company to add value and also
assist the firm to make proper use of resources so that growth and success can be achieved. This
helps them to make sure that they work in interest of customers and by use of proper resources
they can provide better products to its customers.
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TASK 2
P2. Designing communication objectives for the chosen organisation and justify the
selection of communication channels.
Communication objectives can be defined as long term goals of the organisation where
marketers are supposed to gain value of brand over the certain time period. Here marketing
objective can determine the clients behaviour such as buying rate, their visits and their request
for information (Bingwang, Zhaoyi and Hong, 2021). The main aim of this is gain competitive
advantage in hospitality industry by convincing, competing and communicating.
Communicate- With respect to Holiday Inn, the communication objective is to provide
the customers with proper and accurate information about their brand and services they provide.
This also assists them to spread brand awareness. This also helps them to motivate people to visit
and experience services.
Compete- Holiday Inn compete very effectively and efficiently in the market as many
other firms are offering same services to the customers in same market place. But by adopting
effective marketing tools and communication channels Holiday Inn are able to attract large
number of people. By providing differentiated products and services they can sustain in the
market for the long term.
Convince- This communication objectives of Holiday Inn is to convince the individual to
visit again by giving them better services. Through use of innovative ideas and digital machinery
they can promote the services which can lead them to grab the attention of customers. This also
help the respective company to gain good market position.
Social media marketing and content marketing channels
The use of social media and content marketing can help the Holiday Inn in marketers to
achieve the communication objectives as well as extend the awareness about the brand. By
providing customer with effective and appropriate content and information Holiday Inn can
increase their customer base by posting the information on social media platform. They can also
hire celebrities and influencers for promoting their brand, products and services. Through this
they can build good market image as well as position within the target market.
Justifications
Nowadays many people are active in social media. So, through this Holiday Inn can reach
out to the large number of customers which be time saving and is less expensive. They can reach
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out to their clients within single point of time. Whereas, content marketing is popular nowadays
as it attracts youth as well as influencers to visit the place which can increase the brand value and
profitability.
SMART objectives
Objective Specific Measurable Achievable Relevant Time Bound
With respect
to ensure high
profitability
they give more
focus on
events and
meetings
hosted by the
hotel
(Barabasch,
Keller and
Fischer, 2020).
This is the
specific
objective
which purpose
is to create the
image of
organization
by introducing
different
events and
create more
revenue.
The growth is
measured by
the number of
events
launched and
conducted by
the hotel.
By adopting
and using
productive
tool of
marketing
channels can
help the hotel
to gain
profitability.
By organising
events in the
hotel can
assists the
company to
generate more
profits which
can directly
relate to
achievement
of goals.
1 year.
The hotel must
give focus on
guest as well
as
international
visitors by
providing best
services to
them.
The main aim
is to give more
focus on
international
visitors for
development
of the hotel.
By identifying
and evaluating
the
international
sales of the
organization
can be
measured
through this.
It is
considered as
one of the easy
way through
which
objectives can
be achieved by
attracting large
number of
customers by
offering
different
facilities (Ann
It helps in
increasing
overall
performance
and sales
through which
overall
number of
visitors can be
increased.
9 months
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and Blum,
2019).
M2. Evaluate the applications of communication objectives in relation to the marketing
communication mix and hospitality business objectives.
It can be identified and evaluated that communication can be very effective in building
good brand image and compete with the competitors. It can also assists the company to convince
the target customers to buy their products and services (Njoroge and et. al., 2020). The company
can also adopt different marketing tools and techniques such as social media, direct marketing,
emails so that goals and objectives of organisation can be achieved. Through effective marketing
strategy Holiday inn can use the resources properly and in effectively manner so that they can
add value to the products and services as well. This help the respective company to increase the
customer base as well as customer experience. Through this the need and demand can be taken
into the consideration and communication objectives can also assist them to achieve their
business goals.
TASK 3
P3. Design and produce content suitable for the channel and communication objectives
With an effort to promote the goods and services of the company, it is very essential for
the business to have appropriate content. By making proper content it can result in attracting
large number of customers which can help the company to gain high revenue as well as growth.
In context to Holiday Inn, it is necessary that following points are it taken into the consideration.
 Make effective content- It is very essential that company adopt the content which are
effective in order to run the business in a smooth manner (Lee and Ravichandran, 2019).
In context to Holiday Inn, hotel has separate department for content writing. As this lead
the hotel to produce effective content with the purpose to attract large number of
customers. The creative content also assist the company focus on customers that results in
generating more revenues.
 Cover all the details- The content produced by the organisation should consists all the
information and details regarding the products and services which they offer to the
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customers. The language used in the content should be easily understood by the viewers .
Holiday Inn should guarantee the internal discussion so that they can make proper
strategies and plans.
 Modify logo- The logo adopted by the organisation should be easily understood and
identified by the customers. The customers should be able to recognise the brand name. If
the brand is not in an appropriate manner then, the modifications must be made to it.
There should not be regular change in the logo as it can decrease the goodwill. The
company should also take trade mark for the logo of company.
P4 The critical evaluation of an integrated marketing communications plan in relation to
the communication strategy, channel choice, creative content.
Integrated Marketing Communication refers to the process in which strategies are collected
as well as function for promotional marketing can take place. Through this consumer can receive
message related to brand and its also helps in decision making process. Integrated Marketing
Communication is considered as integrated marketing communication technique which can
target the customers of the Hotel Holiday Inn.
Alternation of Different Marketing Communication Method-
In order to select the audience and to provide information, gather facts and perform
research on the problems of customers facing can be done through this method. This method
includes following points.
 Social Media Marketing- This element assist the Holiday Inn to develop and create
good brand among the market. Through this the company can stay connected with the
customers and build relationship with those customers who are already in connection
with the hotel (Atherton, 2019). As nowadays many people are using social media
platform so it can be a great opportunity for the Holiday Inn to target large number of
customers.
 Content Marketing- Through this different premium content, online content, blog
content and video marketing can be used by the organisation. This can assist the Holiday
Inn to understand the customers preferences and needs which can be useful for the
gaining competitive advantage. It also leads the organisation make proper strategies.
 Email Marketing- As E-mail marketing is considers as one of most cost effective and
less time consuming marketing communication tool. Through this customers can be
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provided with all the informations and updates of the company. But this process is not
always related to creation of new customers. This process of marketing always helps in
keeping connection with the existing customers. Through Email marketing, Holiday Inn
can provide consumers with right information with right content so that growth can be
achieved.
Making of Marketing Communication Plan- After the marketing communication plan, next
step is to develop the plan which consists of broad marketing initiatives.
 Audience- In this step consumer are examined in order to apply marketing method. For
example, if the target consumer are young then Holiday Inn can adopt social media
platforms such as Facebook, WhatsApp etc. As every individual have different
perspective and needs and even the channels adopted by organisation for consumer is
different.
 Content- secondly, through content, consumer can be connected with the hotel
(Stafford and Rifon, 2022). For Example, though content like downloading, top-of-
the-funnel and subscribing newsletters can be used by Holiday Inn. The hotel will
have different to be connected with consumer such as mostly pop-up are used to
display the information.
 Cadence- Finally, the Hotel recognise the procedure from which customer receives
information in this step . Marketing automation program helps in collecting the data.
Example, Hub-spot the hotel can examine as often customers use the information
which is sent by the Hotel Holiday Inn.
To understand the costumers decision-making process- In this procedure, Hotel needs to
ensure about the user in which they are more interested rather than other competitors (other
hotels).
 Awareness Stage- Understanding the problem of the consumer and solving the difficulty
as soon as possible.
 Consideration Stage- In this stage Hotel should examine new tools and new framework
with the purpose to measure consumer issue (Wang and et. al., 2019).
 Decision Stage- Choose the best strategy as well as approach in order to make the
decision effectively and efficiently.
Implementing the Marketing Plan-
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 Calender- This helps the company to keep proper track of content to be shared with the
customers in right time and place by the Hotel. It also helps organisation in decision-
making process.
 Automation Software- This software is related with CRM as this software program aid
the company to see gross sales operation by acquiring information from different
channels.
 Analyse- The Hotel needs to be ensure about the outcome, so that it can monitors client
potential and should focus on the ability of the Hotel Holiday Inn.
M4. Critique and review of success of monitoring impact of integrated marketing
communication plan.
With the purpose to create good brand image among the target market through various
various mean of communication which can be either online or offline. Integrated marketing have
the main role in developing good brand image as well as generating more revenue (Önder and
Gunter, 2022). As the administration of the Holiday Inn have evaluated that they are providing
preference to the demands and requirement of their clients. As KPI is used as a indicator which
measures the company effectiveness while achieving the target. In context to Holiday Inn, they
measure actual with the desired performance of the company. This leads the company to give
focus on overall operation of the business.
CONCLUSION
From the above report it can be concluded that integrated marketing assist the organisation
in raising the overall profitability of the organization as they are applying the means and methods
of marketing. Social media marketing is consider as one of the helpful method which assist the
organisation to improve its overall growth. The SMART objectives leads the business to attain
marketing objectives. There are several factors which assist in providing suitable channel for the
communication marketing.
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REFERENCES
Books and Journals:
Ann, S. and Blum, S.C., 2019. Motivating senior employees in the hospitality
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narrative media brands. International Journal on Media Management, 22(3-4), pp.191-
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Cartwright, S., Davies, I. and Archer-Brown, C., 2021. Managing relationships on social media
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Diaz, E., and et. al., 2021. Digital tools and smart technologies in marketing: a thematic
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Linge, T.T., and et. al., 2020. Hospitality Through Hospitableness: Offering a Welcome to
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Önder, I. and Gunter, U., 2022. Blockchain: Is it the future for the tourism and hospitality
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Rowson, B., 2019. Marketing for the hospitality industry. In Modern Hotel Operations
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Šerić, M., Gil-Saura, I. and Mollá-Descals, A., 2020. The Impact of Integrated Marketing
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Wang, W., and et. al., 2019. Perceived image study with online data from social media: the case
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