Integrated Marketing Communication for Holiday Inn

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