Integrated Hospitality Marketing Communications
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AI Summary
This report discusses integrated hospitality marketing communications, focusing on marketing channels, communication strategy, channel choice, and creative content. It explores the use of online channels such as search engine marketing and email marketing by Island Beach Resort. The report emphasizes the importance of content and the benefits of a multichannel communication strategy. It also suggests the potential of social media marketing in the hospitality industry.
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Integrated Hospitality
Marketing Communications
Marketing Communications
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
Marketing Channels.....................................................................................................................3
Evaluation of Communication Strategy, Channel choice, and creative content..........................5
TASK B...........................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
Marketing Channels.....................................................................................................................3
Evaluation of Communication Strategy, Channel choice, and creative content..........................5
TASK B...........................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
INTRODUCTION
Marketing can be defined as a function of the organisation through which they
communicate with their target market. This also ensures that a fair and attractive image of the
organisation is presented in front of the target market which encourages them to buy services of
the organisation. Concerned with marketing channels of marketing plays important role in
success of the marketing and this is because reach and accessibility of channel ensures reach and
accessibility of the target market and organisation with each other. This report will discuss about
channels of communication and effectiveness of the communication strategy, choice of channel
and creative content.
TASK A
Marketing Channels
Marketing channels can be defined as entire ecosystem which is required for getting
products from the point of production to the point of consumption. Channel management is
defined as the process where company design and develop several marketing and sales strategies
to reach their target market and customers base (Key, 2017). Marketing communication in
context of Island Beach Resort is a process through which they process their product in form of
hospitality services to their target market. In doing so they employ marketing communication
that is required for communicating and informing customers and potential customers about
availability of the products and value that product will provide to its customers. There are several
types of marketing channels that are being used by organisation and these are in form of
traditional physical channels of the communication and modern and online channel of
communication. Presently online and modern channels are being significantly used by all the
organisation because of their capability to facilitate accessibility to the customers and to the
organisation as well. This means that through online channel of marketing customers and
organisations can easily access each other. Island Beach Resort also employ an online marketing
channels and there are significant benefits of employing this for a hospitality organisation
because products of the company is not physically available that anyone can experience the
product and their value. Along with this customers that purchase services of the hospitality
Marketing can be defined as a function of the organisation through which they
communicate with their target market. This also ensures that a fair and attractive image of the
organisation is presented in front of the target market which encourages them to buy services of
the organisation. Concerned with marketing channels of marketing plays important role in
success of the marketing and this is because reach and accessibility of channel ensures reach and
accessibility of the target market and organisation with each other. This report will discuss about
channels of communication and effectiveness of the communication strategy, choice of channel
and creative content.
TASK A
Marketing Channels
Marketing channels can be defined as entire ecosystem which is required for getting
products from the point of production to the point of consumption. Channel management is
defined as the process where company design and develop several marketing and sales strategies
to reach their target market and customers base (Key, 2017). Marketing communication in
context of Island Beach Resort is a process through which they process their product in form of
hospitality services to their target market. In doing so they employ marketing communication
that is required for communicating and informing customers and potential customers about
availability of the products and value that product will provide to its customers. There are several
types of marketing channels that are being used by organisation and these are in form of
traditional physical channels of the communication and modern and online channel of
communication. Presently online and modern channels are being significantly used by all the
organisation because of their capability to facilitate accessibility to the customers and to the
organisation as well. This means that through online channel of marketing customers and
organisations can easily access each other. Island Beach Resort also employ an online marketing
channels and there are significant benefits of employing this for a hospitality organisation
because products of the company is not physically available that anyone can experience the
product and their value. Along with this customers that purchase services of the hospitality
organisation not necessarily are from local area where hospitality organisation is located and in
such case it is important that they can search and find about services of the resort. With help of
information communication technology online marketing channel also allows to communicate
directly with the customers before and after they stay at the Island Beach Resort (Skarmeas,
Zeriti and Baltas, 2016). Regarding Island Beach Resort it uses online channels for marketing
and for this resort is an contractual relation. Online marketing channel that is used by resort is-
Search Engine Marketing
This means that when customers and potential customers search for the resort they are
able to find it on different websites and pages. Search engine marketing is a digital marketing
strategy that is used by resort to increase the visibility of the website in a search result either in
for of direct link or some other through which user can access all the information about the
resort. This includes paid search advertising in which search engine are paid so that resort and
other organisations employing search engine marketing can advertise on search engines. In
context of search engine marketing, resort has experienced favourable results of the marketing
efforts and this also contributes in achievement of organisational objectives of increasingly sales
and occupancy of the rooms in resort. This also increases traffic of the website and this is also a
positive indicator that transition rates are high. Traffic generated through search engine is more
qualitative and conversion rates are also higher in this compared to traffic generated through
advertisements (Skarmeas and et.al., 2018). This is because in traffic generated through organic
searches user are willingly searching for the services of the resort and this is why potential for
conversion is also high.
Email Marketing
Email is also effective tool and channel for online marketing this is because through
Email organisation can make customised and personalised communication with the audience and
customers. Information and Communication technology has enabled organisations to
communicate with the customers through various means and Email is one of the most effective
channel of communication that organisation can use. Using this channel of marketing
organisation can communicate and promote customised marketing offers and deals to the
customers. This is very effective when customer have earlier uised the services of resort and
such case it is important that they can search and find about services of the resort. With help of
information communication technology online marketing channel also allows to communicate
directly with the customers before and after they stay at the Island Beach Resort (Skarmeas,
Zeriti and Baltas, 2016). Regarding Island Beach Resort it uses online channels for marketing
and for this resort is an contractual relation. Online marketing channel that is used by resort is-
Search Engine Marketing
This means that when customers and potential customers search for the resort they are
able to find it on different websites and pages. Search engine marketing is a digital marketing
strategy that is used by resort to increase the visibility of the website in a search result either in
for of direct link or some other through which user can access all the information about the
resort. This includes paid search advertising in which search engine are paid so that resort and
other organisations employing search engine marketing can advertise on search engines. In
context of search engine marketing, resort has experienced favourable results of the marketing
efforts and this also contributes in achievement of organisational objectives of increasingly sales
and occupancy of the rooms in resort. This also increases traffic of the website and this is also a
positive indicator that transition rates are high. Traffic generated through search engine is more
qualitative and conversion rates are also higher in this compared to traffic generated through
advertisements (Skarmeas and et.al., 2018). This is because in traffic generated through organic
searches user are willingly searching for the services of the resort and this is why potential for
conversion is also high.
Email Marketing
Email is also effective tool and channel for online marketing this is because through
Email organisation can make customised and personalised communication with the audience and
customers. Information and Communication technology has enabled organisations to
communicate with the customers through various means and Email is one of the most effective
channel of communication that organisation can use. Using this channel of marketing
organisation can communicate and promote customised marketing offers and deals to the
customers. This is very effective when customer have earlier uised the services of resort and
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resort is aware of their interest. Island Beach Resort though not employing directly but many
times customers send queries through email and they are answered through Email. Answering
through Email can be effective and used as a marketing activity because this can influence
customers to buy services when they are communicated properly and content is influencing
(Printezis and Grebitus, 2018). Other than this Email is also used by the Island Beach Resort to
make before and after communication with the customers this is important for developing and
increasing customer loyalty for the organisation.
NAVIS (service and software program)
This is used by the resort for the purpose of reservation, reservation refers to sale of the
services of the resort. This is system and software that offers 24/7 availability and captures after
market hours and busy/no-answers calls and passed any unbooked leads to the resort. In
integration with NAVIS Island Beach Resort also uses Escapia agent/system, this is an online
property management software and online marketing solution. This offers an complete package
for the SMEs that can include web design, back-of-the-house functions and web marketing. This
means that resort is using and employing effective solutions for marketing as well as for
reservation. Reservation and sells channels are also part of marketing channels and this is why
they have also been included in this discussion.
For the purpose of reservation and channel of sales resort also employs regular and
traditional channel of marketing such as booking or reservation through phone and also through
Email (Brown and Crosno, 2019).
Evaluation of Communication Strategy, Channel choice, and creative content
Communication Strategy
Communication Strategy is designed and developed by the organisation so that they can
get consumer attention and encourage the audience and target market to access to the
organisation. Strategy for communication involves the process to develop strategy starts with
targeting the right consumers based on consumers needs and what organisation can do to fulfil
the need of the customers (Floreddu and Cabiddu, 2016). In other words marketing
communication or communication strategy is a plan that business use to send the right marketing
message to the right customers through the right medium at the right time aimed at increasing the
times customers send queries through email and they are answered through Email. Answering
through Email can be effective and used as a marketing activity because this can influence
customers to buy services when they are communicated properly and content is influencing
(Printezis and Grebitus, 2018). Other than this Email is also used by the Island Beach Resort to
make before and after communication with the customers this is important for developing and
increasing customer loyalty for the organisation.
NAVIS (service and software program)
This is used by the resort for the purpose of reservation, reservation refers to sale of the
services of the resort. This is system and software that offers 24/7 availability and captures after
market hours and busy/no-answers calls and passed any unbooked leads to the resort. In
integration with NAVIS Island Beach Resort also uses Escapia agent/system, this is an online
property management software and online marketing solution. This offers an complete package
for the SMEs that can include web design, back-of-the-house functions and web marketing. This
means that resort is using and employing effective solutions for marketing as well as for
reservation. Reservation and sells channels are also part of marketing channels and this is why
they have also been included in this discussion.
For the purpose of reservation and channel of sales resort also employs regular and
traditional channel of marketing such as booking or reservation through phone and also through
Email (Brown and Crosno, 2019).
Evaluation of Communication Strategy, Channel choice, and creative content
Communication Strategy
Communication Strategy is designed and developed by the organisation so that they can
get consumer attention and encourage the audience and target market to access to the
organisation. Strategy for communication involves the process to develop strategy starts with
targeting the right consumers based on consumers needs and what organisation can do to fulfil
the need of the customers (Floreddu and Cabiddu, 2016). In other words marketing
communication or communication strategy is a plan that business use to send the right marketing
message to the right customers through the right medium at the right time aimed at increasing the
sales of the product being sold by the organisation. Island Beach Resort also have designed a
communication strategy and their communication strategy is multichannel communication
strategy. This means that resort employs a strategy in which it uses multiple channels for
communication about their existence and value they are providing to the customers. They
employ a multichannel communication strategy in which online channel are used for marketing
and these are mainly search engine optimization and followed by this website of the company
also plays a role of communication channel. Other then these two one another channel for
communication being used by resort is Email. The process is as follows which integrate all these
channels of communication. In this process communication takes place when audience and
potential customer search about the company (Dolan and et.al., 2017). They are directed towards
different websites and web pages and in these web pages and websites when they find about
Island Beach Resort in such case two types of options appear as link on landing page and these
link are visit website and send vacation enquiry. Visit website when is clicked by the customer
this lead to website of the Island Beach Resort. Another option which is send vacation enquiry
generate Email to guest service department of the resort. On the website of the resort customers
can get advance and all the necessary details about the resort and they can also book online and
call for reservation. In Email resort sends all the required information to customers and users.
This way multichannel communication strategy is employed and operated by Island Beach
Resort.
Channel Choice
Channel choice for the communication refers to selecting or choosing proper and most
suitable channel for communication of the marketing. This is because channel of communication
plays very significant role in success of communication efforts of the company. there are several
important things that are required to be considered before selection of the communication
channel for the marketing of the organisation. some of the important elements to consider in this
are-
Available channel, this means what channels for the communication are available for the
communication that organisation and resort can utilise. Available channel means channels that
are online channel and traditional channel (Lee Liu and Chang 2020). Traditional channel are
those channels that are being used from old time and modern channels means channels that are
communication strategy and their communication strategy is multichannel communication
strategy. This means that resort employs a strategy in which it uses multiple channels for
communication about their existence and value they are providing to the customers. They
employ a multichannel communication strategy in which online channel are used for marketing
and these are mainly search engine optimization and followed by this website of the company
also plays a role of communication channel. Other then these two one another channel for
communication being used by resort is Email. The process is as follows which integrate all these
channels of communication. In this process communication takes place when audience and
potential customer search about the company (Dolan and et.al., 2017). They are directed towards
different websites and web pages and in these web pages and websites when they find about
Island Beach Resort in such case two types of options appear as link on landing page and these
link are visit website and send vacation enquiry. Visit website when is clicked by the customer
this lead to website of the Island Beach Resort. Another option which is send vacation enquiry
generate Email to guest service department of the resort. On the website of the resort customers
can get advance and all the necessary details about the resort and they can also book online and
call for reservation. In Email resort sends all the required information to customers and users.
This way multichannel communication strategy is employed and operated by Island Beach
Resort.
Channel Choice
Channel choice for the communication refers to selecting or choosing proper and most
suitable channel for communication of the marketing. This is because channel of communication
plays very significant role in success of communication efforts of the company. there are several
important things that are required to be considered before selection of the communication
channel for the marketing of the organisation. some of the important elements to consider in this
are-
Available channel, this means what channels for the communication are available for the
communication that organisation and resort can utilise. Available channel means channels that
are online channel and traditional channel (Lee Liu and Chang 2020). Traditional channel are
those channels that are being used from old time and modern channels means channels that are
employed on online platforms and digital platforms. Regarding channel selection of resort they
have selected online channel for communication. There are several benefits of using online
channels of communication because online customers and users are increasing and this is why it
has become general perceptions of the users and consumers that all detail are available online
when they want to get information about the resort. Other than this increased online user also
provide opportunity to increase visibility of the resort to the potential customers. Online channel
also provides opportunity to communicate and promote and communicate to the customers at
comparatively less cost and results are visibly more effective than traditional communication
channel (Nyaga, Nyikal and Busienei, 2016). Another important reason for choice of online
communication channel is that it is measurable and can be evaluated so that required
modifications can be made on the right time.
Creative Content
Content is an important requirement for successful marketing of the company. Regardless
of the channel selected by the company it is important that content designed and used for
communication and marketing is effective. Creative content can be defined as content which is
able to attract attention of the customers and encourage them to engage with the content.
Creative content can be employed on all channels of the communication and content that is used
by resort is integrated on its website. Creative content is created by means of photography. This
means through the use of photograph and photography to communicate what value will services
of the resort will provide to users and customers. This uses effective and attractive selection of
lines in content as well as efficient photography skills. Video is another way of designing
creative content, in this way of creative content resort communicate to its customers and
potential customers be developing video and all the important information and significance and
attraction of services are communicated through the video and for resort this is one of the best
creative content method (McDaniel, Fanfarelli and Lindgren, 2017). Blog are also increasingly
being used for creative content, blogs can be in form of effective writing about the services or it
can be in form of short stories informing value and importance of the services of the resort.
have selected online channel for communication. There are several benefits of using online
channels of communication because online customers and users are increasing and this is why it
has become general perceptions of the users and consumers that all detail are available online
when they want to get information about the resort. Other than this increased online user also
provide opportunity to increase visibility of the resort to the potential customers. Online channel
also provides opportunity to communicate and promote and communicate to the customers at
comparatively less cost and results are visibly more effective than traditional communication
channel (Nyaga, Nyikal and Busienei, 2016). Another important reason for choice of online
communication channel is that it is measurable and can be evaluated so that required
modifications can be made on the right time.
Creative Content
Content is an important requirement for successful marketing of the company. Regardless
of the channel selected by the company it is important that content designed and used for
communication and marketing is effective. Creative content can be defined as content which is
able to attract attention of the customers and encourage them to engage with the content.
Creative content can be employed on all channels of the communication and content that is used
by resort is integrated on its website. Creative content is created by means of photography. This
means through the use of photograph and photography to communicate what value will services
of the resort will provide to users and customers. This uses effective and attractive selection of
lines in content as well as efficient photography skills. Video is another way of designing
creative content, in this way of creative content resort communicate to its customers and
potential customers be developing video and all the important information and significance and
attraction of services are communicated through the video and for resort this is one of the best
creative content method (McDaniel, Fanfarelli and Lindgren, 2017). Blog are also increasingly
being used for creative content, blogs can be in form of effective writing about the services or it
can be in form of short stories informing value and importance of the services of the resort.
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TASK B
Covered in PPT
CONCLUSION
On the basis of above discussion it can be concluded that regardless of the size of the
business organisation, marketing channel and their employment plays effective roles in attracting
customers and increasing visibility and simultaneously sales of the company’s products. This
report discussed about some of the channels being used by the resort. Later, communication
strategy, creative content and choice of channel was also discussed in the report.
On the basis of above discussion it can be concluded that SEM is being used by the resort
and along with these they can also employ social media marketing. This will further add value in
overall marketing efforts of the company.
Covered in PPT
CONCLUSION
On the basis of above discussion it can be concluded that regardless of the size of the
business organisation, marketing channel and their employment plays effective roles in attracting
customers and increasing visibility and simultaneously sales of the company’s products. This
report discussed about some of the channels being used by the resort. Later, communication
strategy, creative content and choice of channel was also discussed in the report.
On the basis of above discussion it can be concluded that SEM is being used by the resort
and along with these they can also employ social media marketing. This will further add value in
overall marketing efforts of the company.
REFERENCES
Books and Journals
Brown, J.R. and Crosno, J.L., 2019. Organizational control in marketing channels: a meta-
analytic review. In Handbook of Research on Distribution Channels. Edward Elgar
Publishing.
Dolan, R and et.al., 2017. Social media: communication strategies, engagement and future
research directions. International Journal of Wine Business Research.
Floreddu, P.B. and Cabiddu, F., 2016. Social media communication strategies. Journal of
Services Marketing.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Lee, B., Liu, J.Y. and Chang, H.H., 2020. The choice of marketing channel and farm
profitability: Empirical evidence from small farmers. Agribusiness.
McDaniel, R., Fanfarelli, J.R. and Lindgren, R., 2017. Creative content management:
Importance, novelty, and affect as design heuristics for learning management
systems. IEEE Transactions on Professional Communication. 60(2). pp.183-200.
Nyaga, J., Nyikal, R.N. and Busienei, J.R., 2016. Factors influencing the choice of marketing
channel by fish farmers in Kirinyaga County (No. 310-2016-5368).
Printezis, I. and Grebitus, C., 2018. Marketing channels for local food. Ecological
Economics. 152. pp.161-171.
Skarmeas, D and et.al., 2018, July. ON RELATIONSHIP VALUE IN INTERNATIONAL
MARKETING CHANNELS. In 2018 Global Marketing Conference at Tokyo (pp.
1330-1330).
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1). pp.22-40.
Books and Journals
Brown, J.R. and Crosno, J.L., 2019. Organizational control in marketing channels: a meta-
analytic review. In Handbook of Research on Distribution Channels. Edward Elgar
Publishing.
Dolan, R and et.al., 2017. Social media: communication strategies, engagement and future
research directions. International Journal of Wine Business Research.
Floreddu, P.B. and Cabiddu, F., 2016. Social media communication strategies. Journal of
Services Marketing.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Lee, B., Liu, J.Y. and Chang, H.H., 2020. The choice of marketing channel and farm
profitability: Empirical evidence from small farmers. Agribusiness.
McDaniel, R., Fanfarelli, J.R. and Lindgren, R., 2017. Creative content management:
Importance, novelty, and affect as design heuristics for learning management
systems. IEEE Transactions on Professional Communication. 60(2). pp.183-200.
Nyaga, J., Nyikal, R.N. and Busienei, J.R., 2016. Factors influencing the choice of marketing
channel by fish farmers in Kirinyaga County (No. 310-2016-5368).
Printezis, I. and Grebitus, C., 2018. Marketing channels for local food. Ecological
Economics. 152. pp.161-171.
Skarmeas, D and et.al., 2018, July. ON RELATIONSHIP VALUE IN INTERNATIONAL
MARKETING CHANNELS. In 2018 Global Marketing Conference at Tokyo (pp.
1330-1330).
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1). pp.22-40.
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