Integrated Hospitality Marketing Communications

Integrated hospitality
marketing communications

TABLE OF CONTENTS
PART - A.........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Different types of marketing channels.........................................................................................3
LO 4.................................................................................................................................................6
Integrated marketing communication plan..................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
PART - B.......................................................................................................................................10
INTRODUCTION.........................................................................................................................10
LO 2...............................................................................................................................................10
Communication objectives........................................................................................................10
Justifications for the selection and integration of communication channels.............................11
LO 3...............................................................................................................................................11
Developing marketing communication plan based on the communication objectives..............11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

PART - A
INTRODUCTION
Integrated marketing communications is a very easy concept which helps in ensuring all types of
communication and messages which are supposed to be connected together. Integrating
marketing is the strategic approach which uses integrating communications and interactive
experiences (Nozdreva and Churakova, 2021)Marketing channel consists of the people,
organisation and the activities which are important for the ownership of products coming from
different point of production. Communication strategy has the objective to achieve
communication. Hilton hotels are is an American based organisation which runs on the
multinational level. This report deals with the marketing and communication channels of Hilton
hotels (Hilton hotel, 2021).
LO 1
Different types of marketing channels
The major role of market manager is to take the products and services to the market and sell
them to more accounts. They are also responsible for the marketing channels of distribution
which take a product from production followed by sales and distribution and finally to the
customer. The marketing channel includes all the steps beginning from creation of need for the
raw goods and then sells them to the other companies which then transform the goods and sells
them to individual customers (Dimitrova, Smith and Andras, 2020). These channels of marketing
impacts all the industries but there are some changes in the companies which provide services to
the customers instead of providing them products to sell. This can be evident from the example
of hospitality and tourism industry where the customers majorly pay for the services they receive
from the company instead of taking the products. For example, the guests basically arrives at the
hotel and experiences variety of services such as leave bags with bellhop, get extra towels from
housekeeping, park with valet and ask for the concierge about the options for dinner. These
activities are considered more as service-oriented rather than being considered as product-
focused. In order to support the services, the reliance is on the products such as computers,
uniforms, towels, luggage carts etc. Hilton Hotel also makes use of various marketing channels
in order to its services and products (Hotel marketing channels, 2019). The different channels of
marketing are as follows:
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Online Travel Agencies: These are the digital platforms which help the consumers in
connecting to the travel suppliers for booking hotels, flights, cruises and many more. Hilton
Hotel can make use of OTAs for accessing large quantities of customers who loves travelling
and staying in hotels. This can also help the hotel in attracting specific types of customers and
also gain insights about the market programs for capturing the bookings. OTAs also provide
various opportunities to participate in various packages which include hotel and flight or care
and hotel etc. This is why; they are considered as the main points of contact to amend or cancel
bookings which enhances the guest experience in-house.
Website: This is considered to be the primary channel for selling rooms where the company can
easily communicate with the customers regarding the unique and special things about the
property directly. The company needs to design a site which is easily accessible on the mobile
phones and also provides streamlined secure booking experience for travellers (Chen and Tabari,
2017). The company also needs to ensure that their website ranks in the top results on the search
engines like Google, Bing etc.
Global Distribution systems: It is considered as the consolidated reservation network which is
mainly used y travel agents for reserving the hotel or rental cars etc. The hotel Hilton can make
use of GDS for keeping its listing updated through one interface by providing one connection to
many travel agency systems. This also helps in creating broad global exposure for the inventories
and helping to fill last-minute vacancies.
Wholesalers: These are considered as third parties who help in sourcing hotel room nights at
much discounted rates and selling them. These can be used by Hotel Hilton for maximising
occupancy and guaranteeing a certain occupancy rate. These can help the hotel in reaching the
international consumers which is not possible to establish direct communication with them.
There are multiple mark-ups between the wholesalers and the hotel and also between the travel
agent and wholesalers which leads to rate disparity and reduces the profitability of the hotel. This
is why; the company Hilton need to bring in innovation for creating transparency in the
wholesale distribution.
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