Integrated Hospitality Marketing Communications for Jurys Inn: Channels, Objectives, and Content

This report discusses the various channels of marketing communication used by Jurys Inn, a hotel group operating in the UK, Ireland, and Czech Republic. It also outlines the objectives of communication and the content appropriate for each channel. The report critically evaluates the integrated marketing communications plan in relation to the communication strategy, channel choice, and creative content.

33: Integrated
Hospitality Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
The current marketing communications situation and channels of the resort, identifying the
tools, channels and the methods in use........................................................................................1
Design communication objectives for a given hospitality organizational situation and provide
justifications for the selection and integration of communications channels chosen..................3
Design and produce content appropriate to the channel and communication objectives............6
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content..........................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Integrated marketing is a process by which organisation ensuring various promotional
methods as a marketing campaign for creating awareness among consumers about their brand or
enterprise. Media channel such as advertisement, social media, public relation and many more
are render as seamless along with customer centric experience. It consist with essential
marketing tactics for delivering the message by covering wide range of valuable consumers
(Amatulli, et.al 2021). The hotel chosen for respective report is Jurys Inn, Edinburgh. It is the
one of the famous hotel group which operates its business across the UK, Ireland, and Czech
Republic. It was established in 1881 in Ireland, which majorly operate in united kingdom. The
Jurys Inn is a member of Leonardo Hotels Group which is a subsidiary of Fattal Hotels. This
report mentions the various mode of marketing channels in relation to objectives of hospitality
sector. Furthermore, it states the objectives of communication and various mode of marketing
channels for promoting the product and services of the organisation.
The current marketing communications situation and channels of the resort, identifying the tools,
channels and the methods in use.
The business organization with the assistance of various sort of communication for
aiming at targeted market formulated strategy of marketing communication. It consist of
message, medium and target for marketing the product and services efficaciously. The
manufacturing and designing of goods and services takes place after the assessment of cost of
product and services. The Jurys Inn, emphasis on marketing their goods and services to targeted
audience by using various mode.
The growth of hotel industry depends on selection of appropriate channels of communication
along with the marketing strategies used by the organization for creating awareness of their
brand among the customers ( Assaker, et.al 2020). Now a days maximum number of hotel and
resorts attached the essential information with appropriate channel of marketing communication
which are mentioned below:
Official Website of Hotel: With the advancement of technology most of the hotel
industry developed their own official website. It is consider as one of the important strategy of
marketing for attracting the consumers by providing various facilities on their site such as
1

booking of rooms information and history about the hotel and many more which attracting
consumers towards its product and services. In context to, Jurys Inn, hotel group the official
website of respective hotel helps in exploring more information about the hotel with the
assistance of images, videos and products and services which they are provided to their
customers such as special packages offer to different age groups of people and many more. The
hotel website helps the organization in attracting their targeted audience and consumers both.
Paid Advertisement: This is the another channel which is used by the hospitality sector
as a marketing communication strategy. It provides various benefit to the hotel industry in order
to gain competitive position in online search engine (Butkouskaya, et.al 2021). In relation to
Jurys Inn hotel group, the organization by adopting such strategy promote their product and
services by using paid search and ads display techniques which assist them in targeting audience
by attracting with their services which they are providing to their guest. This increasing the sale
of an organization which leads to profitability of hotel.
Social media: It is the one of trending channel of marketing communication as most of
the generation are using social networking site through which they gain information about any
organization. In relation to Jurys Inn hotel group, respective organization with the help of social
media such as Instagram, Facebook, twitter can promote their product and services by uploading
video content and photos of the hotels and services which they are provided in order to attract
their targeted audience. They also upload advertisement on social media which described in
briefly about product and services, interior, luxury and many more of the hotel.
Reviews of organization on online site: It determine the success rate of any organization
and it product and services. As most of the consumers before availing services of the company
read out the reviews of the product and services. Reviews plays an important role in service
sector as most of the traveler before check in any hotel read out the reviews about the
organization which are provided by various online sites (Fill and Turnbull, 2019). In relation to
Jurys Hotel group, provide review facility to their guest on their official website which help their
guest in deciding to avail the facilities of the hotel or not. The organization try to develop healthy
relations with their customers in order to motivate them for providing affirmative feedback about
the organization on online site. This enhance the brand value of Jurys Inn which ultimately leads
to growth of the organization.
2

Text Messages: In this channel of marketing communication, there is no involvement of
third party or specialized site. An organization can directly communicate with their customers
through text message. This channel considered as most appropriate mode of hospitality sector. In
relation to Jurys Inn hotel group, they inform their exiting customers and targeted customers
through messages about their packages offers and discounts provided by the hotel in order to
attract them for availing their services. The respective hotel uses text message tool for
conducting survey about their services.
Design communication objectives for a given hospitality organizational situation and provide
justifications for the selection and integration of communications channels chosen
The mode of communication helps in dealing uncertainty within the organization. As
channel of communication assist the personnel of the organization in establishing
communication with each other in order to eliminate the uncertainty (Hu and Olivieri, 2021). An
appropriate mode of communication facilitates its employees in attaining the objectives of the
organization. As an effective communication is one of the style of leadership management which
give capabilities to a superior to regulate the performance of the employees. communication
plays an important role in efficiently functioning of an organization by establishing harmony
among management and its consumers. Communication is of three types such as verbal, non
verbal and written. In relation to Jurys Inn hotel group, an organization in order to establish their
communication with their target audience uses email as a mode of communication in which the
official of the hotel establishing communication by transfer of information to the receivers for
eliminating the conflict. Such mode assist the hotel in covering wide range of it audience in
limited time period.
It is important for department of marketing of Jurys Inn, to formulate the objective of the
communication (Hu and Olivieri, 2021). As goals assist in effective functioning of the
organization it aids in accomplishment of task by connecting with large number of audience. The
marketing executive of Jurys Inn hotel group, formulate the objectives of communication to
achieve competitive advantage in hospitality industry which are mentioned below:
 Create awareness among consumers: increasing awareness among consumers
regarding their product and services is the main objective of any organization. In relation
to Jurys Inn, they also focus on developing awareness among consumers about their
3

organization and its services. For promotion they use social media, newspapers, public
relations and many more for attracting their targeted audience. This helps in increasing
the popularity of hotel which generate the revenue of the organization.
 Creating interest of consumer toward services: As the marketing executive of the
Jurys Inn while formulating the objective of communication considered the interest of
individuals, market trends. For this they have conduct survey, research in order to attract
targeted audience towards their services. An organization can increase the interest of
individual by providing discounts, offers and package facilities to them (John and
De'Villier, 2020). As an efficacious marketing strategy helps in creating interest among
consumers that assist in increasing the business of hotel which create positive effect on
the productivity and profitability of Jurys Inn. An organization can increase the interest of
individual by providing discounts, offers and package facilities to them.
 Promotion of product and services: Marketing of services is the prior objective of Jurys
Inn. This create awareness among consumers about company's product and services. In
this direction respective hotel group adopt effective marketing strategy for promoting
their services this assist in alluring more consumers for availing their services. An
organization can promote their product by using online sources, it covers wide range of
consumers in less time. This enhance the brand value of the hotel which helps in
generating more revenue of the organization.
 Improvisation of productivity and efficacy: As one of the objective of marketing
communication is to increase the productivity and efficiency of the organization. In
relation to Jurys Inn, the department of marketing analyses the feedback which are given
by their guest in order to improve the facilities of hotel (Kenyon, et.al, 2020). They also
adopted latest technology which are beneficial for an organization in attracting more
consumers for availing their services.
Justification for choosing the integration of channels for communication
There are various types of marketing channels adopted by the organisation for increasing
and expanding there business in the market. The mode of communication which are used by
Jurys Inn are mentioned below:
 Phone calling: It is considered as one of the effective and fastest mode of
communication which get response from their consumers instantly. In this mode there is
4

no interference of 3rd party, there is direct communication between sender and receiver. It
has been analyse that many hotel industries adopted such channel for confirming booking
from the consumers. The reasons of using such mode are its clarity, fast response and non
interference of outsiders.
Justification
This channel is one of the effective mode of establishing communication between
targeted audience and organisation which is fruitful for both consumers and company. It also
helps in developing good relations with their audience.
 Social media: It is considered a trending mode of marketing communication. Due to
digitalization social media plays an important role in targeting audience. It not only time
and budget friendly but also cover the wide range customers. The Jurys Inn, in order to
developing and establishing their relations with new and existing customer by providing
informations, schemes, packages and offers to their audience with the assistance of social
media by promoting their facilities in an attractive manner (Luu, 2020). This assist in
increasing the revenue of hotel in fast and efficient way.
Justifications
The growth of Jurys Inn hotel group, depends on the channel of marketing
communication which is use by an organisation for expanding and promoting its business. Social
media considered as very efficacious mode for Jurys Inn for reaching out their targeted audience
and enhancing their brand images in the market.
 Direct connection with clients: This is also considered as one of the mode of
communication which are used by the business organisation for attaining the goals of
short duration marketing. It is essential for Jurys Inn to remain in contact with its
customers. An organisation personally send videos, message to their client for
establishing better connection with them in order to attracting them towards their
services.
Justifications
It has been analyse that marketing personalization assist the Jurys Inn in establishing
effective marketing connection with their clients. As in service sector building of client
relationship assist in growth and expansion of Jurys Inn.
5

Design and produce content appropriate to the channel and communication objectives
The marketers of Jurys Inn hotel group develop a appropriate content for channels and
attaining the objectives of marketing communication by altering the marketing mix which are
mention below:
 Creation of effective content: In relation to Jurys Inn hotel groups, an organisation
create efficacious content for digital marketing which quickly strike the mind of
customers. The content which is developed by the marketer must be in easy and simple
language, having clarity in message, the prospectus of respective hotel made in attractive
manner by using images which describe the task in detail. It is considered as one of the
suitable technique for attracting target audience by Jurys Inn hotel group, it the content
which represent the hotel in front of their customers. Digital marketing helps in
promoting the services of Jurys Inn by making snap shot, making of collage in unique
way, videos, GIFs etc. which cover each area of the hotel.
 Mention complete detail: After pandemic people are conscious towards their health and
safety. Travellers while searching out hotel online first review the safety standards of the
organisation. In relation to Jurys Inn, they make videos of hotel premises which
mentioned in detail about practices which are followed by them (Nusair, et.al 2019). In
this they cover the videos of maintaining hygiene, proper sanitization of whole premises,
sharing of experience of its existing clients and many more. This assist the Jurys Inn hotel
group, in attracting consumers which resulted in enhancement of profitability of the
organisation.
 Development of effective symbol: The symbol of any organisation plays an important
role in establishing their brand value in the market. The marketers of Jurys Inn with the
use of advance technology develop the logo in different dimensions by using 5D or 7d
effect. The respective hotel use attractive colour, font, symbol as a trademark of hotel. An
organisation can use social medial as marketing channel where they can upload images of
their guest on their account which will enhance the excitement among target audience to
visit such place.
 Efficacious tag line: The marketers of Jury Inn hotel group, emphasis on modifying the
tag line of hotel. As tag line represent the message of an organisation in few words. The
content of tag line should be clear, precise and attractive in nature which explain about
6

their services, sustainable operations, food, taste, hygiene and affirmative reviews of
customers. An effective tag line helps in developing healthy competition which motivate
Jurys Inn in improving their services in order to increase the consumer base and brand
value of an organisation.
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
A proper working of business requires effective marketing planning which is very
essential for growth of business. There are various mediums that help the company in managing
themes for integrated marketing communication in order to reach the customers in various
countries with an advanced approach. The information of potential customers helps in saving the
time and money of company which is a very effective plan for development of the company. The
organisation of Jurys Inn has developed its marketing communication plan by implementing
strategies of reaching out to customers in such a way that helps in enhancing its brand value for
long term growth of the organisation. The company focuses on increasing its profit and revenue
with enforcement of an effective plan (Radionova-Girsa, et.al, 2019). A wide range of customers
can be reached out with implementation of such plan and strategy. There should the facility of
customer service in order to reach out the customers in an impactful way for resolving the
grievances or issues of the customers. Customer service is the most appropriate way in order to
improve the communication strategy by taking feedback of customers in order to improve the
quality of its services. The grievances and issues of customers can be solved through the aid of
email, chats and calls. A customer can directly communicate about his problems with the help of
chat, call or email, which directly solves issues of customers without any hindrance. This service
also helps company to understand the needs and demands of customers in more appropriate way
which further helps in improving the quality of its services.
Integrated marketing communication plan in communication strategy: The effective
marketing strategy of understanding the ongoing culture or trend in the market helps in
successful implementation of a marketing communication plan. The link or medium for reaching
out to customers should be developed in such a way that customers are easily able to
communicate their thoughts and views. The goals and objectives of the organisation can be
fulfilled by smooth operation of enforcing this plan.
7

Integrated marketing communication plan in channel choice: The use of marketing
communication channel helps in evaluating and examining the market for better perspective of
ongoing trends. The customers will be able to get information about current offers and schemes
of the company with the help of resourceful channel choice. The goal or target set by the
company can be achieved in an effective way for growth and development of its business. The
channel of communication serves as a beneficial source for engagement of the customers by
providing qualitatives services.
Integrated marketing communication plan in creative content: The integrated plan of
marketing communication in relation to creative content is the most effective tool for providing
qualitative services to customers. It helps in focusing on providing great services to customers
with a very fresh, new and creative experience which helps in engaging the customers for a long
time with the organisation (Wei, 2019). The track of such creative content can be maintained by
checking up on it in a timely manner with being upgraded with current trend and culture in
market for successful implementation of marketing communication plan.
The success of observing and affects of the integrated marketing communication plan
There are various plans and strategies that help in monitoring integrated marketing
communication plan for successful enforcement of such strategies in order to enhance the growth
and development of the organisation. There must be use of effective methods for attainment of
goals and objectives in order to achieve targets set by the organisation. The implementation of
tasks or plan must be in such a way that it helps in comparing or differentiating with actual and
standard performance of the organisation. The messages, schemes and offers of the company can
be shared with aid of different channels that help in successfully orienting the plan of integrated
marketing communication. The availability of offers shifts the mindset of customers by enabling
them to think to get luxurious services at affordable prices. This strategy enables the organisation
to attract more customers with rise of profit and revenue of the company. It not only attracts the
customers but also satisfy their need, demand and requirement with aim to provide comfortable
stay with luxurious services for its customers. The major affect of integrated marketing
communication plan is improvement in reputation of the brand of company for successful
running of the organisation.
Marketing channels like TV, social media and radio can serve as relevant platform for
transmitting productive content for growth of organisation. The advertisement of Jurys Inn with
8

its luxurious services and exciting offers on social media can be a very beneficial source or
channel for attracting customers and providing them valuable services (Zamyatina, 2019). The
use of social media can also serve as a great medium for engaging with the customers on regular
basis and even solving their issues and grievances for improvement or enhancement in the
services of the organisation.
CONCLUSION
From the above report it is concluded that, hospitality sector can be improved or
developed with effective use of marketing channels for rise in business with growth in revenue
of the organisation. The customers should be the main priority of organisation in order to provide
them qualitative services which will help in developing the business of organisation. Customers
must be fully content or satisfied with services which will help in achieving goals and objectives
of the organisation. Social media can serve as a beneficial medium for displaying the services
and offers delivered by organisation. The name of the organisation can be recognised by general
public with use of social media which will help in building the image of company with a strong
customer base. The tool of integrated marketing communication is very beneficial for
engagement of customers with continuos interaction through different channels and medium
which helps in building a strong image in market through resourceful medium and channels for
growth and development of the organisation.
9

REFERENCES
Books and Journals:
Amatulli, C., De Angelis, M. and Stoppani, A., 2021. The appeal of sustainability in luxury
hospitality: An investigation on the role of perceived integrity. Tourism
Management, 83, p.104228.
Assaker, G., O’Connor, P. and El-Haddad, R., 2020. Examining an integrated model of green
image, perceived quality, satisfaction, trust, and loyalty in upscale hotels. Journal of
Hospitality Marketing & Management, 29(8), pp.934-955.
Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., 2021. Inter-country
customer-perspective analysis of strategic antecedents and consequences for post-
purchase behaviour in Integrated Marketing Communications (IMC). Journal of
International Consumer Marketing, 33(1), pp.68-83.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Hu, L. and Olivieri, M., 2021. Social media management in the traveller's customer journey: an
analysis of the hospitality sector. Current Issues in Tourism, 24(12), pp.1768-1779.
Hu, L. and Olivieri, M., 2021. Social media management in the traveller's customer journey: an
analysis of the hospitality sector. Current Issues in Tourism, 24(12), pp.1768-1779.
John, S.P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services, 54,
p.102052.
Kenyon, A., Robinson, P. and Musgrave, J. eds., 2020. Managing Hospitality Experiences.
CABI.
Luu, T.T., 2020. Reducing food waste behavior among hospitality employees through
communication: dual mediation paths. International Journal of Contemporary
Hospitality Management, 32(5), pp.1881-1904.
Nusair, K., Butt, I. and Nikhashemi, S.R., 2019. A bibliometric analysis of social media in
hospitality and tourism research. International Journal of Contemporary Hospitality
Management.
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).
Wei, W., 2019. Research progress on virtual reality (VR) and augmented reality (AR) in tourism
and hospitality: A critical review of publications from 2000 to 2018. Journal of
Hospitality and Tourism Technology.
Zamyatina, N.A. and Solntseva, O.G., 2019, December. Hotel tech ecosystem: adaptations to
online distribution. In Institute of Scientific Communications Conference (pp. 194-204).
Springer, Cham.
10