Integrated Hospitality Marketing Communications

This report discusses the importance of integrated marketing communication in the hospitality industry. It evaluates different marketing channels and how they serve communication objectives for various hospitality organizations. The report also critically evaluates how marketing channels of communication are integrated within a range of hospitality organizations to add value and maximize resources making use of the relevant marketing models. It further discusses the selection and integration of communication channels and creating effective content for communication channels.

Integrated
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 Evaluate different marketing channels and how they serve communication objectives for
various hospitality organisations......................................................................................................1
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximize resources making use of the relevant
marketing models ............................................................................................................................2
LO2..................................................................................................................................................4
Justifications regarding the selection and integration of communications channels...........5
Choosing the correct transmission of communication for Dorchester hotel.........................6
Integrated design of communication fits the goal of communication ...................................6
LO3..................................................................................................................................................7
Making effectual content for the communication channel in conjunction with
communication objectives......................................................................................................7
Discourse of plan of action which assist to fulfil the objective of the organisation..............8
LO4..................................................................................................................................................8
Integrated marketing communication role in the communication strategy, channel choice and
creative content.......................................................................................................................8
The prosperity in observing and of the integrated marketing communication plan ..............9
Befitting recommendations to intensify the integrated marketing communication design to
prosperously attain the communication and company's goals...............................................9
CONCLUSION
..........................................................................................................................................................9
REFERENCES .............................................................................................................................12

INTRODUCTION
Integrated marketing pertains to the procedure of amalgamation the different portion
of marketing communication which are online and social media , public relations, direct adverts
and publicity through adverts. The purpose of Integrated marketing is to bring clarity and
consistency in the message that the company wants to convey (The Dorchester hotel started
operating from 1936 located at deanery street London, England, UK. This prestigious hotel is
very expensive and is well experienced in dealing with the rich and famous. The report below
will discuss about the various marketing transmissions and the purpose it serves for hospitality
industry. Furthermore the variety of communication objective in conjunction with different
ways promote the product and service in channels.
LO1 Evaluate different marketing channels and how they serve communication objectives
for various hospitality enterprises
-Appraise the present-day marketing communications situation and channels of the hotel,
distinguishing the tools, channels and the methods in use.
The Dorchester hotel is using a mix of conventional and modern channels. The traditional
channels are not dependent upon modern hardware and technology but still are very
pertinent for the hotel, as some of the top class hotels solely rely upon these techniques as
their targeted consumers are very classy individuals who do not rely on modern methods to
decide what hotel they want to stay at. Their traditional techniques are firstly physically
delivering the mail or the invite to some very high class individuals who appreciate the fact
that they were specially chosen to be the guest at the hotel other methods that are employed
by the Dorchester hotels is giving out ads in very high class magazines. the magazines given
in air planes and by printing ads in national newspapers.(Schultz, D.E., 2020)
The modern approach used by the Dorchester hotels is media campaigning. The digital ads help
the hotel in reaching wider audiences or the people that are living abroad who come to
London for holidays. The cost of such campaigns is very resonable and the experience of the
people staying at the hotel can be determined through online means. On of the best thing
about a media campaign is that the company can gauge just how effective their campaign
was. By calculating the percentage of people who saw the ad and were turned into
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customers, the dorchester hotel can make appropriate adjustments in their marketing so that
they reach a wider audience and gain more customers. The campaigns are made through
various channels such as social media campaigns, sending emails to targeted wealthy
individuals. Inviting very influential people on social media to stay at their hotel and review
their hotel. The websites are also employed in these campaigns by having their ads display
onto their interface. Other methods include paying celebrities to talk about their hotel online
and writing blogs about the hotel.(Miraki Yektayar, and Esmaeily2022.)
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximize resources making use of the relevant
marketing models
The marketing channels could be integrated by a range of different methods which are:
Combining marketing channels: one basic way to amalgamate various channels is through
having the same visual element put across differently. Another way is ensure that consistency is
maintained while portraying the particular brand and the specific words which are used to
describe the brand. This creates awareness among the population and they are more likely to be
converted into a customer.(Muritala, 2021)
Creation of data sets: In this way the details of the consumers and their experiences are
collected and sent to analytics, this data should be updated regularly and patterns should be
analysed to find out novel insights about which channels are the most impactful in terms of
converting the cost of advertisement into actual revenue. Which also makes the company focus
more the areas which are working and maintain the consistency of their message.(Blakeman, R.,
2018). If the data pertaining to a channel represents that it is not performing up to par then it may
mean that the uniformity of the conveyed message may be lacking relative to other channels. The
hotel will have to look out for these key things in the data sets :
viewership- how many people saw their ads through various channels
Intrest: how many people were actively interested in the ad and how many were repetitive in
their viwership through different chanels.(Yurdakul, E. and Bozdağ, A., 2018.)
Peak interest period : the times in which the people showed most interests this for the
dorchester hotel is always around the holiday season when the school is over and people are
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looking for making travel arrangements with their kids. Or when the holidays such as Christmas
or new year comes about.
Its very important to test the content of the ad such as the image used or the colouring or the
various offers, before sending it out as its not easy to know which marketing strategy will work
in optimum way.
How marketing channels add worth :
Integrated marketing communication is integral in creating goodwill among the people for the
brand, the amalgamation of different marketing messages through various channels results in
creation of awareness about the brand at a negligible cost, since the customers are very targeted
and the hotel enterprise is not shooting in the dark hoping something hits the bullet. This also
creates a sense of trustworthiness among the customers and makes them loyal to the brands , the
consistency of the contents of the message purported to be conveyed to the consumer is
maintained thereby illicit a more conducive outcome for the enterprise. If the message is properly
conveyed about what sets a hotel apart from other hotels such as its heritage and culture then the
customer will not even think about staying at some other place. Amalgamating marketing
communications is very efficacious as it puts a variety of methods such as public relations, ads
and undeviating marketing into alignment.(Raja, 2020)
 the amalgamation of marketing communication trumps over the conventional methods as
it is very effective in acquisition of new commuter and ensuring their loyalty. The back
and forth communication between business and customers help in gathering the needs of
the consumer and their specific consumer which when accounted for gives the business a
crucial edge over the hotels which are just busy in getting their message out their, it
makes the customer feel cared for and thereby ensures that they will do free
advertisement for them by telling about their brand to other people.
 The business doesn't have to ponder upon which tool is best since amalgamation of
marketing communication. The creation of data sets can show when to deliver their
campaign by what means and at what time
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LO2
 communication objectives for Dorchester hotel
The objectives of communication is to ensure that the parties know exactly what is being said
and any sort of doubt is removed. Without proper channels for communication it becomes
difficult to realize the objectives of the organization which are to serve the needs of the customer
and earn more revenues. The communication could be classified into three distinct categories
such as verbal,non verbal and written, in the context of Dorchester hotel the enterprise uses
emails to better serve their customers and eliminate their doubts regarding the enterprise. Its very
important for the marketing department of an enterprise to come up with objectives of
communication as that aids them in performing activities in a manner which is effective and so
that their reach goes to wider audience in a manner which is considered effective.(Juska, , 2021.)
Inculcate awareness of brand: the basic or foundation objective of Dorchester hotel is to
inculcate awareness about their hotels peculiar and heritage related characteristics this aids them
in increasing the revenue while retaining the customers as the people who want to stay at a five
star hotel are looking more than just comfort.
Germinate interest of the customers: the various services which are provided by the hotel
other than just accommodation such as the car service the restaurant service and the gym service
among many others need to be conveys to the customer so that their interest is germinated in
checking that service out and the hotel could earn more revenue along with giving customers a
better experience.( Rėklaitis, and Pilelienė,2019.)
Promotion of service or commodity: amalgamating the marketing plan requires the hotel to
promote their specific commodities or service which the hotels provide, it may be that the hotel
is promoting a brand in partnership with company who is paying the hotel to keep certain brands
at their hotel
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Justifications regarding the selection and integration of communications channels
There exists a varietey of channels which are employed by a company to achieve the goal of
widening its customer pool . The channels regarding communication are provided below:
CELL :It is regarded as one of the most impactful method for communicating as it aids to
illicit faster feedbacks from the customers. Its been deduced that majority of the organisations
employ this method so that they can get lucidity about reservations from a customers.
Justification
this method is very direct and engages the enterprise to get outcomes which are desirable to both
the company and the end user, further it also establishes a rapport among the end user.
 Online method : the tech era demand the enterprises to conform as any positive or
negative thing about them can be circulated around the world. In addition it is a very
cheap and time-bound manner of reaching the customers, since social media is used by
almost everybody in the present time.
Justification
It is pertinent for the Dorchester hotel to maintain social media presence as it will widen their
scope of how to acquire the customers with relative ease and cheaply in addition it also helps
them target customers with wealthy pockets as they are their primary customers.
.
 Direct engagement : For realizing the short term milestone of marketing it is very
pertinent to engage directly with the customer
Justification
Its been realized the direct engagement with the end user aids Dorchester hotel to
maintain good relationship with them which is very important for the hotel to maintain their
image and possibly undertake expansionary measures.
Choosing the correct transmission of communication for Dorchester hotel.
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It assumes supreme significance for the enterprise to identify the correct channel for
communication in order to develop and expand their operations the trassmisson method which
is employed by the Dorchester is given below:
electronic medium: its the best method and also the one which consumes minimal costs as
only a team of information tech experts are needed. The Dorchester can utilize networking tech
and hardware to conduct day to day operations. The online method is the best method for
conducting sales since anyone from anywhere could make reservations and the hotel enterprise
could also reach the end user with their promotional offers and marketing strategy with relative
ease.
Integrated design of communication fits the goal of communication
Dorchester hotel when sets out the goals regarding the design for the communication then it
becomes pertinent to set out a comprehensive policy which sahll aid them in reaching those
goals of communication. The design of communication which is set to be achieved has been
given below:
Plan for monetary considerations: this is the foundational stage when the plan for markieting
decides how much resources to employ, in this phase the decision makers set out if they want to
be cost effective or go with a plan which is capital intensive. A smart way to go about the whole
phase would be to be cost effective by only targeting select audience and be capital intensive
when marketing to those consumers.
Finding Unique Selling proposition: In the marketing sector it is very significant to to find this
unique selling proposition so that the customers can differentiate a brand from others and
maintain and solidify its status as being the supreme in that field.
Ways of conveying the messaging: it is very important to outline the way for communicating
in order to make the whole plan very effective and efficient. It eliminates the redundancies so
that only targeted customers are engaged.
Defining the markers of success: it is pertinent to list and mark all the milestones which are set
out to be achieved, it is considered essential for expediting the work.
Final Stage: this stage pertains to executing the whole plan of action, the decision ,makers at this
stage must properly keep an eye on the progress to determine what is working and what is not
working and needs to be modified
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LO3
Making effectual content for the communication channel in conjunction with
communication objectives
The Dorchester hotel has employed online method for channelling their communications such as
Gmail, You tube, Tik tok and others. They create content which is very pleasing in the form of
images and videos which have a tendency to invite users, By employing aesthetically pleasing
symbols and colours in their blogs they are able to draw large number of viewers who convert in
to actual customers.( Twum, and Yalley, 2021.)
The company never forget their persona of luxury and heritage and incorporate them into
their advertisements. The Arrangement of content is cohesive and properly arranged conforming
to the industry leading graphic design specs. The analysis of online media helps in identification
of consumers which are most likely to turn into consumers and profiling individuals into
different sects through which the company can know whether to put their heritage perspective
more strongly or their luxury perspective strongly. This helps the Dorchester to create effective
channels of communications to interact with the end users.
The principle goals of communication channels
Attract the end Customer: The advert channel must be able to pull in end customer and
also retain the existing customers.
Outreach must be extensive: The outreach must cover all the continents so that anyone who
can afford to stay can make reservations which will also increase the revenue since they won't
have any rooms without occupants.
Elevate the Image of brand: the end customer after receiving the knowledge should
hold it in high regard.
Discourse of plan of action which assist to fulfill the objective of the organisation
Honesty: The information which gets to the customer must not be made up and should be truth
full as it hurts the enterprise if customers think they can't be trusted.
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uniformity: the message should be uniform across all platforms and should not deviate from
the goals of the enterprise.
LO4
Integrated marketing communication role in the communication strategy, channel choice
and imaginative content
The integrated plan of communication helps in maintaining the substance and motif across the
various media and methods which assists in covering all the continents, the scheme allows
conduct operation in least possible resources and in least amount of time. The integrated
marketing communication has been proven to create trust and fidelity among customers which
aids the enterprise to grow and expand in the long term.
Integrated marketing communication design in the scheme of communication :
The prosperous application of integrated marketing communication relies upon properly
gathering the preferences of the customer which could help them in improving further and meet
their target of revenues. It encompasses various forms of mediums through which
communication could be made and the various types of content to put into those
communications.(Tibebe and Ayenew 2018.)
Integrated marketing communication design in the transmission quality: The
enterprise make use of transmissions of market communication in line with the needs of their
customer, it is path through which they can actively engage their customers and receive feedback
for improving their services.
Integrated marketing communication design in the imaginative content:
The design in integrated marketing is such that the content which is put across to the consumes
adheres to uniformity and creativity , it puts the content across to the consumer by using a variety
of techniques and brings multidisciplinary approaches together to form cohesive and creative
content
The prosperity in observing and of the integrated marketing communication plan
There are various ways in which a marketing design could be kept track of to is depend
on the prerogative of the company to employ whatever tool they thinks best suits them to gather
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the goals and exercise control over the design of integrated marketing communication plan. The
exercise of control is done when the company feels that its lacking in certain area in which the
goals could be realized in a better way. The outlining of standards of the tasks which are needed
to be achieved should be parallel with the actual outcome. The integrated marketing
communication is paramount in putting across a uniform message through all the available
channels. It has better reach to attract the end users and elevate the image of the brand so that
customers hold it in high regard.(Subari, S.M.Z., 2019)
Befitting recommendations to intensify the integrated marketing communication design to
prosperously attain the communication and company's goals.
End user is paramount: the company should keep the preferences of the end user in mind
while providing services to their customers. The design helps the specific needs and preferences
of the customers to create better outcomes for revenue.(Handayani, and Nirwan, 2019)
Information technology: the use of in formation technology is essential be it big data
analytics through the user data generated by social media feedbacks or gaining the customers
from around the world by sending targeted adverts.(Lasi, and Rahim,2021)
Retention: the enterprise should always focus on how to suit its existing customers in
order to retain them and they also play a vital role in freely advertising their brands to future
customers.
CONCLUSION
The report above gives a comprehensive detail of what integrated marketing is how it is
employed and why it is employed by the enterprises. Its been shown that integrated marketing
helps in gaining customers around the world in a cost effective and time bound manner. The
online medium has come out to be the most effective outlet for any organisation which is looking
to expand its outreach and increase its revenue as it directly engages them with the consumers
and the enterprise can gain crucial info about how to improve in order to retain the existing set of
customers and gain new ones
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REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Handayani, S. and Nirwan, S., 2019, October. Analysis and Design of Integrated Marketing
Communication (Imc) for Small and Medium Enterprise (Sme) Logistics Service
Provider (Lsp) from Web Based Application Perspective. In The 1 International
Conference on Innovation of Small Medium-sized Enterprise (ICIS) 2019 (Vol. 1, No. 1,
pp. 45-46).
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Lasi, M.B.A. and Rahim, R.B., 2021. Factor Influencing Integrated Marketing Communication
towards SME’s Business Performance in Malaysia.
Miraki, M., Yektayar, M. and Esmaeily, N., 2022. Prioritization of Indicators and Integrated
Marketing Communication Tools in The Iranian Clothing and Sports Equipment
Industry Based On The Hierarchy Of Effects Model. Communication Management in
Sport Media, 9(2).
Muritala, I., 2021. Integrated Marketing Communication and Brand Equity of Small Enterprises
in Kwara State (Doctoral dissertation, Kwara State University (Nigeria)).
Raja, M.A.S., 2020. Digital Integrated Marketing Communication (Dimc) and It's Logical
Relationship with Co-Branding and Brand Values with Reference to Coke
Studio. Academy of Marketing Studies Journal, 24(1), pp.1-21.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Subari, S.M.Z., 2019. The Effect Of Integrated Marketing Communication And Service Quality
On Customer Purchase Decision Gojek Gresik (Doctoral dissertation, Universitas
Brawijaya).
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Tibebe, G. and Ayenew, T., 2018. The effectiveness of integrated marketing communication for
high involvement product purchase decision: In case of University of Gondar
employees. Pacific Business Review International, 11(4), pp.17-29.
Twum, K.K. and Yalley, A.A., 2021. Green Integrated Marketing Communication. In Green
Marketing in Emerging Markets (pp. 117-144). Palgrave Macmillan, Cham.
Yurdakul, E. and Bozdağ, A., 2018. IMC: Integrated Marketing Communication. In Marketing
Management in Turkey. Emerald Publishing Limited.
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