Integrated Marketing Communication for Holiday Inn

This report analyses the current situation of market communication and channels to identify tools, resorts, channels and the given methods for Holiday Inn. It also designs communication objectives and justifies the selection of channels of communication. Suitable content for the channel and communication objectives is also provided.

Integrated Hospitality
Marketing
communication

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analyse the current situation of market communication and channels to identify tools,
resorts, channels and the given methods................................................................................1
M1 Critically evaluate integration of marketing channels of communication with the given
range of hospitality organisations to add value and maximise resources making use of
marketing model.....................................................................................................................3
TASK 2............................................................................................................................................4
P2 Design communication objectives for the chosen organisation and justify the selection of
channels of communication....................................................................................................4
M2 Analyse the applications of objectives of communication related to hospitality buisness
objectives and market communication mix............................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Integrated marketing is an important tool which is helpful to achieve success in modern
world of business. It is s kind of strategy which is assisted in delivering messages which contains
holistic and unified contents in different market channels. These various channels of marketing
can be opted by the brand. This method is helpful in providing uniformity in case when customer
prefer to choose a particular brand and interested in having an interaction. Hospitality industry is
one of those industries which need to establish proper integrated marketing system. It has been
considered as the highest revenue producing industry and effectively plays an role in promoting
the economical development (Anabila, 2020). In this report, organisation chosen is named as
Holiday Inn which is a Atlanta-based organisation. Holiday Inn has many branches in different
locations. It is a chain of hotel which have a headquarter in Denham Buckghamshire. Hotels are
well known for its hospitality services and provide various facilities to their customers like
foods, lodging, beverages, meeting and conference rooms, banquet halls, gaming zones and
many more. This report deals with communications situation and different channels of the hotel
in current market and adopt different evaluation methods for same. Additionally, objectives of
communication for particular hospitality organisational situation is framed and produced the
content in an appropriate way to fulfil communication objectives. Lastly, the report will also
cover identification process of different integrated marketing communications plan in relation to
communication strategy, creative contents and choices (Ann and Blum, 2019).
MAIN BODY
TASK 1
P1 Analyse the current situation of market communication and channels to identify tools, resorts,
channels and the given methods
The various tools of marketing adopted by the organisation within the current market with
purpose to achieve the objective and predetermined goals. Various existing marketing tools
involves promotion, advertisement, social media and branding as well as printed materials like
posters, pamphlets, banners, and many more. These promotional tactics used by the organisation
in order to promote branding in the targeted marketplace. In current times, market has become a
dynamic place and many innovations with trending and emerging methods has been practised to
sustain and compete in the existing market. With context to Holiday Inn, organisation have

adopted various techniques, used different tools, channels and methods in promoting market
communication that are discussed below:
Some of the tools adopted by Holiday Inn
 Social media marketing: It refers to the involvement of social media platform. This
assist the organisation in maintaining connection with the customers which help them to
develop better relationship and promote good image of brand which ultimately lead to
increase the sale in the target market (Bingwang, Zhaoyi and Hong, 2021). Through
social media, organisations create their own official website in social media. This
approach is an essential tool in recent days in maintaining popular reputation and gaining
good marketing position along with advertising services and products in large market
place. In reference to Holiday Inn, strategy on social media marketing can be adopted to
attract large number of customers to their hotels and become famous among the people
who keeps on travelling too frequently.
 Advertisement: This is the strongest marketing tool in which notice or announcement
are preferred to made in public with the intention to grab attention from large number of
customers. Through advertising their brand, an organisation can increase their sales and
able to produce high revenues. Through this method one can opt for video advertisement,
audio advertisement, display advertisement, etc. Holiday Inn hotel can opt for any of the
or all of the modes of advertisement to increase the promotion of their services or
products and they can convince more customers altogether (Čikošev, 2019).
Methods of marketing communication are:
 Word of mouth: This is the method comes under marketing communication through
which an organisation can get review of their services or products provided by them to
the customers in the hotel. This method depends on preferences and taste of customers
which can impact the revenue of hotel in a negative or positive way. As perception or
review of on people can influence other people to try the services. In context to Holiday
Inn, the hotel staff is well-trained and ensure that their guest should have excellent
experience in their hotel so they can provide best review and high ratings which may
influence other people too to stay in hotel.
 Direct marketing: In this marketing strategy, individual and marketer intercat face to
face. Marketer sells their products or services by visiting door to door and interact with

people personally. This marketing method is generally difficult to carry and opt by the
marketers as it takes much time to convince people and explain each of them about
product description. In context to Holiday Inn, they adopted this marketing method with
intention to make direct contact with the individual(Gordon-Isasi, Narvaiza and Gibaja,
2021). This strategy results in promoting understanding about needs and wants of the
clients, their taste preferences and their expectations related to facility provided to them.
Channels of marketing communication:
 Billboards: In this, large outdoor boards are used for advertisement. This marketing
channel is also known as hoarding as it allows large number of people to know about
their newly launched services or products; offered by the company. This allows the
organisation to attract a numerous of customers at same time through advertisement. In
reference to Holiday Inn, with purpose to seek attention from large number of customers
within specific point of time, this strategy of organisation can help it to earn high
revenues and high profit in target market.
 Telemarketing: Telemarketing is a type of direct marketing in which products or
services are advertised by the organisation to the customers over telecommunication or
internet. Telemarketing are of various types which outbound or inbound calls that helps
the company to build good brand image in the market. In context to Holiday Inn, to
promote better working within the organisation, this marketing communication channel
can be adopted by the hotel.
M1 Critically evaluate integration of marketing channels of communication with the given range
of hospitality organisations to add value and maximise resources making use of marketing
model
Many organisations prefer to adopt integrated channels of communication to do
evaluation and analysation of resources and with the motive to bring improvement to the
performance of the company (Linge and et. al., 2020). It may assist company in attracting large
number of customers and give them opportunity to better understand the preferences, taste and
requirements of the customers in the market which has been targeted. Source of increasing
promotions like telecommunication, social media platform or direct marketing can help the
Holiday Inn to attract large customer base. Through this company can get a chance to add value
and firm can get assistance in order to make appropriate use of resources to achieve success and

growth within the organisation. This may help them to ensure that they are proceeding in the
direction to fulfil the interest and demands of the customers and use of proper resources help the
firm to provide sufficient and good products to the customers.
TASK 2
P2 Design communication objectives for the chosen organisation and justify the selection of
channels of communication
Communication objectives can be stated as an organisation's long term goals where marketers
intend to make a good value of brand over the certain period of time. Here marketing objective
can be helpful in identify the behaviour of the clients such as purchasing rate, their request, their
visits, their interests. The main objective of this is that company can gain competitive advantage
in hospitality industry by competing, convincing and communicating.
Communicate- In reference to Holiday Inn, the communication objective is to provide
the customers with accurate and proper information for their brands and services that they
provide. This also helps them to spread awareness about the brand. This assists the organisation
to motivate people to visit for hotel and experience their services.
Compete- Holiday Inn intends to compete very efficiently and effectively in the market.
There may be many available firms in the market that may offer similar services to the customers
in similar marketplace(Muhammedrisaevna, Bayazovna and Kakhramonovna, 2020). But
adoption of effective marketing strategies, techniques and tools as well as communication
channels help Holiday Inn to attract large number of customers towards their services. Any firm
can sustain for long time in the market by providing differentiated services or products.
Convince- This is a communication objective adopted by Holiday Inn in which they
prefer to convince the individual to visit for their services again by providing them better
hospitality. By using digital machinery and innovative ideas firm can promote the services in
better direction where they can grab attention of more number of customers. Through this the
respective organisation can have an opportunity to make good position in the marketplace.
Social media marketing and content marketing channels
The communication objectives can be achieved by the marketers of Holiday Inn by suing
content marketing and social media platform. It may also help the company in increasing
awareness of their brand. By providing customers with appropriate and effective information and

content, Holiday Inn can enhance their customer brand by posting the various information on
social media platform. They can also influencers and celebrities to promote their products,
services and ultimately brand. This may help the organisation to build good reputation in market
and well established position in target market(Obinwanne and Ukabuilu, 2019).
Justifications
Social media platform is a strong asset to convey any information nowadays due to
availability of big population on digital platform. So by using this Holiday Inn can make their
reach to a big number of customers which can save their time as well cost of marketing. They
can reach out maximum number of clients at specific time. Apart from this, content marketing is
also very popular in recent times which attracts youth and many influencers to pay a visit at least
at once to the place which is enough to enhance popularity of the brand and increase value and
profit to the organisation(Yosal, Haryono, and Wahyoedi, 2021).
SMART Objectives
Objective Specific Measurable Achievable Relevant Time Bound
To ensure high
profit,
organisation
focus more on
meetings and
events hosted
by the hotel.
Specific aim
of the
organisation is
to create a
better brand
image and
good
reputation of
organisation
by conducting
several events
and focus to
create more
revenue(Oluw
afemi and
Adebiyi,
Growth of any
organisation
can be
measured by
counting over
the number of
events and
frequency of
programs
conducted by
the hotel.
By using and
adopting
productive
tool of
marketing
channels, hotel
can get help
to gain
profitability,
Organisation
of events in
the hotel can
help the
company to
make more
profits which
is a
measurement
of
achievement
of pre defined
objective.
1 Year

2018).
The hotel must
focus on
international
visitors,
influencers
and guests by
providing
them with best
services(Wang
and et. al.,
2019).
The main aim
of firm is to
maintain more
focus to
international
visitors in
order to
increase brand
value of the
hotel across
the seas.
By doing
identification
and evaluation
of the
international
sales of the
firm can be
measured by
this.
This is
considered as
simple and
easy way to
achieve goals
by attracting
maximum
number of
people by
offering them
different
amenities(Pisi
cchio and
Toaldo, 2021).
It is helpful in
enhancing
overall sales
and
performance
through which
number of
visitors can be
increased.
9 months
M2 Analyse the applications of objectives of communication related to hospitality buisness
objectives and market communication mix
Identification and evaluation of impact of communication can be measured easily by
evaluating the brand value of the related firm. Effective communication and appropriate
marketing technique can help the firm to convince large number of customers to purchase and
give a trial to their services or products. The Holiday Inn can use their resources in proper
manner to add great values to their services. This may lead the company to rise their customer
base and provide them good experience. Through this, organisation can consider needs and
demands of their customer as well as effective communication objective can assist firm to
achieve their goals.
TASK 3
P3 Design suitable content for the channel and communication objectives
In order to promote the services and products of the company, it is most important for
any business to have appropriate content. Proper content in business may lead to attract large

number of customers through which company may get an opportunity to produce a high revenue
and gain high growth. In reference to Holiday Inn, company should highlight some points to be
taken into consideration
 Make effective content: Company should adopt the content which help them effectively
in running a business smoothly. In reference to Holiday Inn, hotel has separate room for
content writing. Through this hotel can lead to produce effective content which can
attract large number of customers to the organisation(Porcu and et. al., 2019). The
creative content may also help the organisation to concentrate on more customers that
leads to increase the revenue and overall profit of the hotel.
 Cover all the details: The content must cover the complete details and information about
marketing services and products which they offer to the consumers. The content language
should be simple, easy and understandable by the viewers. Holiday Inn should allow the
clients to carry on with internal discussions so that they can frame appropriate strategies
and proper plans(Twum and Yalley, 2021).
 Modify logo: The organisation's logo should be easy to understand and easy to identify
by the customers. Brand name should be easily recognisable by the customers. If there
feels any need to bring modifications to represent the brand in an appropriate manner.
Avoid making regular and random changes in the logo as it may lead to fall down the
goodwill of the organisation. The company should also patent their logo to reduce the
chances of false claim by another association(Porcu and et. al., 2020).
P4 Critically evaluate integrated marketing communication plan in reference to the channel
choice, communication strategy, creative content
Integrated marketing communication is the process to collect the strategies and proceed
functions to promote marketing of the services and products offered by the company. Through
this customer can receive brand-related messages which helps them in decision-making
effectively. Integrated marketing communication refers to a technique which can be helpful in
maintaining focus to the services users of the Holiday Inn.
Changes in different marketing communication method-
Through this method; problems faced by the customers can be evaluated by performing
research and collecting facts which can be beneficial for the company in selecting their target

audience and provide them information. It includes some of the points which are discussed
below-
 Social media marketing: This is the element help the hotel Holiday Inn in developing
and creating good brand name in the market. Through social media platform company
can be able to stay in touch with their dedicated customers and build good relationships
with them. This element can proved to be so helpful and may provide a great opportunity
to Holiday Inn to get in touch with large number of customers at single time.
 Content marketing: Through this; online content, video content, premium content and
blog marketing can be done by the organisation. Strategy of content marketing can help
Holiday Inn in better understanding the needs and preferences which can help the
organisation in gaining competitive advantage(Rėklaitis and Pilelienė, 2019).
 E mail marketing: This is considered as one of the most effective and less time taken
tool of the marketing communication. Through E-mail customers can easily access all the
updates and information regarding the company. This marketing tool helps the company
to maintain connection with existing consumers. Through this Holiday Inn can allow
customers to gain accurate information with right contents and deals, offers applied by
the hotel to attract customers.
Making of marketing communication plan- Ahead of planning marketing communication
strategy, next step is to develop a plan suitable for broad marketing initiatives.
 Audience- In this step consumers are examined before applying any marketing method.
For example, if the target customers of Holiday Inn are young then hotel can adopt for
social media platforms like Instagram and Facebook to approach their customers.
 Content- Consumers can be connected with the hotel through content. For example,
Holiday Inn can use different contents like pop-up notifications,. Downloading funnels to
make connection with their target customers(Schultz, 2020).
 Cadence- In this step, Hotel able to recognise the procedure in order to approach
customer through information technique. For example; Hotel Holiday Inn can use Hub-
Spot.
Creating understanding about decision-making process of customers- In this, Hotel ensure
about the user in which they are more interested rather than other competitors.

 Awareness stage- Understand the issue of the customer and try to solve it as soon as
possible.
 Consideration stage- New framework and new tools are examined by hotel to effective
measure issue of the consumer.
 Decision stage- Selection of best approach or strategy to make decision efficient and
effective.
Implementation of marketing plan-
 Calender- Through this company company able to keep proper track of the content being
shared with the customers along with time of sharing and place. It assist organisation in
decision-making.
 Automatic software- This is the software program which aids the company to review
operations of gross sales by receiving information from different channels.
 Analyse- The hotel prefers to be sure about the outcomes(Šerić, and Mikulić, 2020). It
can helps the hotel to monitor the potential of the client and should focus on the ability of
the Hotel Holiday Inn.
M4 Critically analyse the successful monitoring of integrated marketing communication plan
Monitoring has to be done with the intention to frame good image of the brand among the
target customers in the market for which different means of communication need to be
considered which might be offline or online. Integrated marketing marketing plays a major role
in development of good reputation and increasing the revenues. The administration staff of
Holiday Inn conducted an evaluation to determine the needs and demands of their clients and
then provide preference to complete them. The company measured it effectiveness through KPI.
In reference to Holiday Inn, They prepared a report by measuring desired and actual performance
of the hotel and focus on overall functions of the organisation(Šķiltere, and Bormane, 2018).
CONCLUSION
From the discussion made in above report, it can be concluded that an organisation can
resolve and determine the methods to profit giving marketing through integrated marketing
system effectively. Social media marketing is one of the useful approach which helps the
organisation to make improvements in their overall promotion and ultimate growth. There are

many factors are available which can proved to be effective in assisting the organisation through
communication marketing.
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