Integrated Hospitality Marketing Communication

This report discusses the concept of integrated marketing communication in the context of the hospitality industry. It explores different types of marketing channels and their relation to communication objectives in hospitality organizations. The report also critically evaluates an integrated marketing communications plan in relation to communication strategy, channel choice, and creative content. The case study of Raithwaite resorts is used to illustrate these concepts.

Integrated Hospitality
Marketing
Communication
1

Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
P1: different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations............................................................................3
P5: Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................7
TASK 2............................................................................................................................................8
Covered in PPT.......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERNCE...................................................................................................................................10
2

Introduction
Marketing communication is referred to different types of techniques that are adopted by
business organisation for promotion of their brand. IMC is a concept that is emerging and has a
linked different objective of communication (Ju, 2018). Present report is based on a case study of
“the case of a small luxury resort related to distribution channel dilemma” Every organisation
has to develop a communication plan that is based on different organisations objective that they
are willing to achieve in the long term. Present report is based on Raithwaite resorts that are
having presence in UK. There is discussion of effective communication plan that has been
developed for this organisation and different marketing channels are being adopted for this
purpose. Further there is use of certain Strategies for facilitating the marketing department of the
organisation in achievement of their laid down targets.
MAIN BODY
P1: diverse marketing channels & its relation with communication objectives for hospitality
organizations
Raithwaite Estate is a is having present in coastal areas near North Yorkshire countryside and is
offering different types of facilities to their customers. In this resort there are two wedding
venues that are being managed by different team of event managers and there are also different
formation station facilities that are related with the wedding.
Communication objective of present hospitality organisation (Đokić, 2016). For development of
any marketing plan there is need to understand what are the some of the basic objectives that
have to be achieved with a particular Marketing plan:
1) In case of Raithwaite resorts there is already a management that is performing different roles
of managing a different team of event manager various Optimisation facilities are being provided
for weddings and different informal visitors. But there is a requirement to focus on the different
types of distribution channels and online marketing channels that can be adopted by Organisation
in order to expand their business of hosting different types of events. For this there is a
requirement to establish a particular image in the for this there is requirement of a effective
communication plan.
3

2) Facilitation of customer behaviour is also another objective that has to be achieved by
Raithwaite resorts. Such as apart from the present customer base they are willing to attract more
number of customers for expansion of the wedding business (Rėklaitis, . and Pilelienė, 2019).
3) Establishment of customer relation is a very important objective in the present scenario for
the small luxury Resort as they are willing to develop different marketing channels in order to
understand the requirement of their customers so that they can make customised changes
whenever a particular customer is hosting any personal event in their Resort. This is also going
to build up some personal relationship with their prospective customers and establishment of a
loyal customer base that can help in of higher profitability.
4) Influencing the overall volume of sales: Communication is a very good technique for
enhancement of the demand for products of organisation so that sales can be enhanced quickly
(Kostynchuk, 2016). In Raithwaite resorts online marketing of their small luxury brand this is a
very effective sales promotion technique it is going to influence their present level of sales.
The accommodation has to be managed by a accommodation manager and present report is
based on highlighting that all the objectives related with individual facilities and overall
objectives of the resort can be achieved.
Marketing Communication refers to the process that helps of company to convey the overall
message and the value to the target segment of customer with objective to directly or indirectly
persuade them to purchase the product. On the other hand Integrated Marketing Communication
is where there is integration of different promotional techniques that can help in promotion of a
specific product.
Different types of communication channels that can be adopted by the present resort in order to
4

communicate the overall value to their customers some of the communication channel that can
be used by the resort is discussed below:
1) Direct marketing:
It is a method that can help organisation indirectly pitching their sales for promotion of
the goods or services with the help of texting or direct mail to the customers (Loučanová,
Olšiaková. and Dzian, 2018). It can help Raithwait resorts having customisation approaches to
the target segment of customers.
2) Advertising:
There are different types of uses of the different services that are offered by them. In
Raithwait resort there can be use of print media or television media also they can published the
wedding that have been hosted by them in the weekly magazines so that they are able to
approach their target customers.
3) Public relations:
is a method that can be used by companies for direct or indirect communication to their
customers by creation of India before them so that they are able to satisfy the level of
satisfaction. Raithwait resort can use this approach for the purpose of appointing a PR team so
that they are able to catering the needs of the customers (Stoychev, Dimitrova, . and Desev,
2019).
4) Social media:
With the changing technology and growing use of internet has lead to social media is one
of the most effective sources that can be used by organisation for the purpose of sharing the
content and easily approaching the customers it is one of the most quickest and cost effective
method that are used by organisations for the purpose of promotion and marketing. In Raithwaite
resorts this is a very attractive online platform that can be used for the purpose of send to their
customers as they can create a most innovative and creative content that is based on requirement
of the customers and the innovative features that are part of the resort.
5

5) Sales promotion:
It is also a type of channel that can be used by organisation so that they are able to focus on the
short term sales of their brand (Yordanov, Valentinova, . and Valkov, 2019). Raithwaite resort is
always having focus on providing different coupons and discounts that can be used for the
purpose of attracting more customers.
Critical evaluation of various channels of communication:
Strength:
Social media marketing or online marketing is one of the most attractive channels that
can be used by the present Resort for the purpose of using it as a communication channel for the
target segment of customers. It is a very effective tool in creation of a creative content that can
help in making the people realise what is the basic Innovation and differences that this brand is
offering in terms of overall services that they are providing to their customers.
Online marketing or Digital Marketing has helped organisations in developing a Unique
Identity in front of their customers as they are approaching them directly and customise
messages are being developed (Clow, 2016). This is a great tool that can help in approaching
their customers with the help of text messages, mails or post.
From the above discussion it can be said that there are different strength that are associated with
the overall use of online platforms for enhancement of sales of Resort (Wood, and Jobber, 2016).
weakness:
Many times use of online platforms are not very effective as competition as every other brand is
able to market themselves very easily on search social media platforms for usage of digital media
technique.
Also be of some information that is being used on such publicly available platforms by other that
might affect the privacy of personal information concerns of Raithwait resorts.
6

P5: Critically make a evaluation an integrated marketing communications plan according to a
channel choice, communication strategy and on a creative content
Marketing Communication plan has to capitalise overall brand value of a particular organisation
with the help of different available promotional tools (Blakeman, 2018). It is very helpful for
Organisation in making their customers to get aware about such products and services that can
stimulate the overall sales and profitability of organisation. Identification of the communication
objective there can be a word that can take place in specific direction and it can lead to
increasing the overall performance of organisation so that they are able to persuade customers
that can be advantages at the same time.
Recommendations to the organisation and various justification to such recommendations:
For increasing the overall revenue of organisation there can be enhancement of the present
customer base according to the present case study related with different communication
strategies that can be adopted for the purpose of solving the overall dilemma of online marketing
and distribution channel there can be use of certain recommendation for planning the over or
communication plan in a more effective manner. Raithwaite below discuss some of the different
channels that are being recommended to Raithwaite resort for the purpose of planning effective
Marketing Communication plan:
1) Focus on advertising with the help of television and this is a great channel for targeting a
large number of segment same period of time. This involves high amount of but it is a very
effective medium as the sandal can help in generation of high amount of sales and easy for their
target customers to understand the overall message that can be conveyed with the help of
such effective technique (Juska, 2017).
2) where can we use of different types of promotional tools for such as there can be hoardings
that can be put in different wedding exhibition so that people who are having any type of such
events coming in the future can get attracted towards the different facilities that are being offered
by Raithwaite luxury Resorts.
3) There can be also use of different available platform searches internet as a tool for promotion
7

of products such as digital media is a great tool but apart from this social media must be mostly
focus as the millennial generation is platform to a great extent and they can be attracted by
different already held events or post that can be posted on the page that should be created by a
creative marketing team appointed in Raithwaite resorts that must only be responsible for
performing all the different functions related to marketing of this resort.
TASK 2
Covered in PPT
8

CONCLUSION
From the above discussed report it can be said that every organisation especially those are
working on small scale if they are willing to working level then have to develop a particular
communication plan that can help them in creation of awareness about the different services of
products that they are dealing. It can be said that placement of certain communication objective
and based on these objective all the different channels of communication have to be selected. For
launching a new product or new services such as in the present scenario of has to be some proper
channels of communication that have to be adopted. With the changing scenario the most useful
cost effective channel have been the digital marketing strategies that have led to complete
transformation in which organisations used to work communication channels and types of
marketing strategies.
9

REFERNCE
Books and Journals
Juska, J.M., 2017. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
Clow, K.E., 2016. Integrated advertising, promotion, and marketing communications. Pearson
Education India.
Yordanov, S.L., Valentinova, D.T. and Valkov, D.K., 2019. Planning and effectiveness
evaluation of marketing communication. Балканско научно обозрение, 3(1 (3)).
Stoychev, L.Y., Dimitrova, T.V. and Desev, K.V., 2019. PLANNING AND EFFECTIVENESS
EVALUATION OF MARKETING COMMUNICATION. Балканско научно
обозрение, 3(1), pp.93-96.
Loučanová, E., Olšiaková, M. and Dzian, M., 2018. Suitability of innovative marketing
communication forms in the furniture industry. Acta Facultatis Xylologiae Zvolen res
Publica Slovaca, 60(1), pp.159-171.
Kostynchuk, A., 2016. Marketing Communication Plan: Case: Insurance Agency X.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Management of Organizations: Systematic Research, 81(1),
pp.73-86.
Đokić, I., 2016. Planning of integrated marketing communication as part of a strategic marketing
plan. Anali Ekonomskog fakulteta u Subotici, (36), pp.79-93.
Ju, I., 2018. Marketing Communication. The International Encyclopedia of Strategic
Communication, pp.1-14.
10

11