Integrated Hospitality Marketing Communications

This presentation discusses the importance of integrated marketing communication in the hospitality sector, specifically focusing on a small resort named Island Beach. It explores various marketing channels and strategies for achieving communication objectives, such as increasing brand awareness and promoting the resort's facilities. The presentation also covers the development of a marketing communication plan, understanding the customer decision-making process, and the implementation of the plan. Overall, it highlights the significance of effective communication in increasing sales and profitability for the resort.

INTEGRATED
HOSPITALITY
MARKETING
COMMUNICATIONS

INTRODUCTION
 The hospitality sector plays an important role in order to generate
innovative goods and services. They focus on adopting most suitable way
for promoting it for satisfying their target viewers in an effective manner.
This report is carried upon small resort which is named as Island Beach
which is situated in Florida Gulf Coast in the year between 2009 and
2010. There are various services provided by this resort that included
recreational activity, dining, bedrooms as well as shopping and many
more. This resort conduct host event related to wedding of an individual
person that increases brand image in front of customer at marketplace. In
this assignment, there are various kinds of marketing channel is adopted
for achieving goal as well as objective in stipulated period of time. In
addition to this, it is also essential to make integrated communication
plan for making effective strategy, policies as well as procedures that
helps in providing better services to its customer in order to satisfy them
(Banerjee and Mandal, 2018).

P2 COMMUNICATION
OBJECTIVE
 In order to design a communication channel to meet all the requirements of
Island Beach Resort the first need is to draft the objectives towards which this
integrated marketing communication will focus. Below mentioned are all
those objectives on which the marketing communication plan will focus:
 The major objective of communication plan developed here is to make the
target customers of Island Beach Resort aware about the existence of this
resort (Kim and Lee, 2020).
 Another objective that communication plan needs to fulfil is make the
targeted customers aware about various facilities which are provided by
Island beach resort so that the customers can compare it with the other
options available for their holidays and effectively choose it over its other
competitors.
 They need to develop a good webpage for company with a number of
keywords so that customers do not have to search a lot while looking online
for them.
 They need to make their presence in social media in order to attract millennial
towards the facilities and experience which they can provide.

COMMUNICATION
OBJECTIVE

P3 JUSTIFICATION
 When discussing the present scenario of Island beach resort, they are not
effectively using online marketing for communication of their goods and
services. Digital media is an effective tool which is used by a number of
businesses in order to spread brand awareness about their organisation as
there is less cost and efforts required which provides great results as the
reach of this tool is national as well as international.
 There are a number of adventure sports and fun activities provided by
Island Beach Resort as well. When going for communicating online
company can use the exotic pictures of all this which will grab quick
attention of customers (Pisicchio and Toaldo, 2020)
 This will also provide them to maintain good relationship with customers
once they have effectively used services of resort. Maintaining good
relationship with customers can make them loyal towards brand. it will
also help in persuading customers in future. As they can suggest about
services provided by resorts to their peers, colleagues and family which
will help in increasing revenues and profitability for firm.

P4 INTGERATED MARKETING
COMMUNICATION PLAN
There are various integrated marketing communication plan in order
to achieve objective of communication in an effective manner. In
context of Island Beach, they implement marketing communication
plan in suitable way which is going to be mentioned below:
 Identify different marketing communication channel: It is
necessary for organisation to identify various marketing
communication method in order to implement the plan in an
effective manner. This resort conduct host event related to wedding
of an individual person that increases brand image in front of
customer at marketplace. There are various ways which is used by
company in order to implement communication plan such as
content marketing, email marketing as well as social marketing in
order to attract large number of customer towards their services
during the period of time.

IDENTIFY DIFFERENT MARKETING
COMMUNICATION CHANNEL
There are various marketing communication channel is used
for implementing plan in an effective manner which is
given below:
 Content Marketing: The content marketing increases the
awareness of customer towards a company and takes
effective decisions which will be beneficial for them.
 Email marketing: It is used delivering right information
for product as well as services provided by Island beach
to its user
 Social media marketing: It is used for building good
relationship with customer and also increases brand image
and reputation of resort in front of customer at
marketplace

DEVELOP A MARKETING
COMMUNICATION PLAN
Develop a marketing communication plan: For developing effective
marketing communication plan, it is necessary for organisation to assess the
need and want of buyer in order to satisfy them. In addition to this the island
beach focuses on using Face book, E-mail marketing in order to identify their
needs for increasing sales is as well as profitability in future period of time.
 Audience: It is necessary to understand need and wants of individual person
in order to satisfy them. There are various promotional tools such as Face
book, Instagram, E-mail marketing for influence customer towards services
provided by firm in an effective manner.
 Content: It is necessary to describe content in an effective manner for
attracting large number of audience towards services provided by firm. They
also adopt data’s of customer in order to convert leads into opportunities
which will increase success as well as growth in future period of time.
 Cadence: Herein, it is also important to know how customer can react after
receiving information about resort in particular period f time. It helps in
analysing decision taken by customer regarding services in an effective
manner.

UNDERSTAND THE CUSTOMER
DECISION MAKING PROCESS
 Understand the customer decision making process: It is
necessary to understand the consumer decision making process in
order to take decision which will be beneficial for success as well
as growth of resort within hospitality sector. In addition to this, it
is necessary to recognise issue and problem which is faced by
consumer in relation to the services provided by them and also
helps them in resolving their issues and problem for increasing
their satisfaction level towards the services provided by them. It is
necessary for company to provide superior quality services to its
buyer in order to increase experience level of customer towards
services provided by them. It is also helpful in increasing
profitability and sales in future period of time. Apart from this,
the company also provide wedding facility to its customer who
helps in increasing brand image and reputation of company in
front of customer in the market (Gursoy, 2019).

IMPLEMENT MARKETING
COMMUNICATION PLAN
 Implement marketing communication plan: It is
necessary to make effective strategy, policy as well as
procedures in order to implement market communication
plan in an effective manner. In addition to this, it is
necessary for organisation to emphasize on capability of
services provided to its customer in order to resolve their
problem. It helps in increasing satisfaction as well as
confidence level of customer towards their brand and
attracting large number of customer at marketplace. Apart
from this, it is necessary to identify the competitive strategy
for implementing strategy of own firm in an effective
manner. And, also the manager of Resort focuses on making
unique as well as specific strategy for promoting the product
in front of customer at Marketplace (Iacovou, 2016).

INTEGRATED MARKETING
COMMUNICATION PLAN

CONCLUSION
 From the above mentioned report, it has been analysed
that the hospitality sector plays an important role in
order to generate innovative goods and services. In
addition to this, there is various kind of marketing
channel for achieving the objective related to
communication in stipulated period of time. It increases
sales as well as profitability level in future period of
time. Apart from this it is necessary to generate effective
Integrated Marketing Communication plan in order to
achieve goal as well as objective in short span of time.
At last, it helps in assessing this plan for making
effective strategy policy as well as process related to
communication during the period of time.

REFERENCES
 Banerjee, S. and Mandal, K., 2018. Advertisement vs societal based marketing
communication: An empirical analytic comparison vis-a-vis profit contribution. Indian
Journal of Marketing, 48(6), pp.7-21.
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instrumental to a customer-centric perspective. European Journal of Marketing.
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responsibility activities within the hospitality sector: Empirical research from
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 Gao, Y.L., Mattila, A.S. and Lee, S., 2016. A meta-analysis of behavioral intentions for
environment-friendly initiatives in hospitality research. International Journal of
Hospitality Management, 54, pp.107-115.
 Gursoy, D., 2019. A critical review of determinants of information search behavior and
utilization of online reviews in decision making process (invited paper for ‘luminaries’
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 Iacovou, C., 2016. An analysis of social media marketing strategies and best practices of
hospitality and tourism organizations (Doctoral dissertation, Northcentral University).
 Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean
customers' coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.

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