This report discusses the different channels used by Island Resort in their marketing communication strategy, as well as the evaluation of different types of marketing channels and their effectiveness in achieving objectives.
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Integrated Hospitality Marketing Communications
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAINBODY...................................................................................................................................3 TASK A...........................................................................................................................................3 Evaluation of different types of marketing channels and the way they have servedin achieving of objectives................................................................................................................3 Analysing communication strategy, channels voice and creative content that used by Island. . .5 TASK B...........................................................................................................................................7 CONCLUSION and RECCOMENDATION..................................................................................7 REFER3ENCES..............................................................................................................................9
INTRODUCTION Hospitality marketing is the process whereas different types of marketing strategies and techniques are used in hospitality industry i.e. hotels, resorts, tourist agencies etc. in order to influence the overall customer attraction and retention. To understand role of hospitality marketing communication has an example of Island Resort. It is a luxury resort that provides different type of services i.e. tennis, dining, entertainment, recreation activities as well as shopping so that their requirement or needs can be completed. This report will discuss the different channels that small medium-sized resort faces in the implementation of marketing channels and communication process.It will also analyse different marketing channels that are currently used by Island Resort while communication plan is also being used to make an effective communication strategy, choice, creative content etc. will be discussed accordingly in this report. MAINBODY TASK A Evaluation of different types of marketing channels and the way they have servedin achieving of objectives Marketing is a set of activities that undertakes by organization to influence it’s products and services in the business market and generates high revenue within company. It is one of the major functions that is conducted by each company within it’s industry to build strong awareness within users or customers about it’s goods and services in which organization deals. There is various changes in technologies that have lead vast change in marketing practices such as digital platform brings new definition of marketing function and becomes one of the most effective sourcefortoday’sgenerationinmodernworld(Anabila,2020).Advancementinnew technologies provides lots of opportunities to small scale business in the hospitality industry as well as tourism industry. For example Island beach resort uses online marketing channels for attracting and retaining wide group of customers, so that it can achieve it’s objectives over the
time period. There are various marketing channels that has used by Island resort are described as follows: Social Media In modern world, social media become more productive and highly interactive platform for the business because it contains various channels i.e.Twitter, Facebook, Instagram, Snap chat and others. The marketing team is highly used social media channels so that customers or group of people can easily gain extensive information about the Island beach resort and also takesdecisionofbuyingit’sservicesaccordinglytheirneedsandpreferences(Bauman, McFaddenandJablonski,2018).Howeversocialmediachannelsareconsideredhighly interactive platform because it provides effective communication among millions of people. It also offers opportunities to numerous customers for give feedback, comment, reviews on their last experience which assists them to take right decision to choose particular resort. It also helps in establishing string relationship with it’s users to bring long term growth in the business. Email Marketing It is another effective marketing communication channel that is used by Marketer of Island beach resort to increase awareness within customers through this channel. However, it is specifically giving huge contribution in personalized marketing so that each individuals can gain information about different services and facilities which are offered by resort To it’s numerous customers or guests (Bowie and et.al., 2016). Vacation inquiry email is also sent by marketing manager of Island resort to all customers which is best contextual ads. With this Email marketing manager leads a page with online form so that guest service department get email and they take effective practices in influencing satisfaction of customers as well as sales volume. Thus, organization enables to achieve number of goals and objectives with marketing team practices. Contextual ads This contextual ad has used by island beach resort to increase high number of customers to select particular resort. This communication media supports in attracting attention of each guest towards resort for booking room to utilize money and leisure time. Marketing team of island resort has been used online marketing webpage and marketing campaign to fulfil all needs
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and requirements of each customer effectively as result gets high contribution in growth and success of company. Phone Analytics It is an online medium of marketing channel that is used by Island’s marketing team. However, the channel is used to evaluate numerous service users call in order to determine their attitude and response for the service or facilities which assists to formulate productive strategies to stimulate them to choose particular resort and get a better vacation. It also assists hospitality organization to identify either booking has been done or not. Thus, it makes feel comfort and relax to various guests as well as meets their needs and desires beyond their expectations. Visit Website It is another effective marketing communication channel that used by Island resort to increase wide range of customers to choose or prefer products and services of a particular resort rather than others. this channel offers webpage to the guest or customers for accessing and gaining effective information about island resort and it’s infrastructure (Camilleri, 2018). At the same period guests can book register resort through online media as well as through phone calls can reserve room in the island beach resort to spend leisure money and most precious time. Conversion to reservation It is quite different from other marketing channels because it is a type of facilities that provides by organization to press touchpoints for clicking on it and gets reservation of room in the island beach resort so that they can spend and enjoy their vacation effectively. Such kind facilities customers by single click can enable to choose resort and fulfil their requirements and needs which gives huge contribution in effective growth and success of company (Thomkaew and et.al., 2018). Analysing communication strategy, channels voice and creative content that used by Island Marketing manager of island beach resort have implemented different and effective communication strategy to increase large number of guests to select it’s services and products which helps to generate high revenue and market share (Chenini and Cherif, 2016). It has been analysed that if organization requires to grow and stay long run it’s busines in market needs to
integrate website and CRM approach. It also will analyse modern channel working parameter such as creative content that develops higher competitive edge standardsto program on new heights for generating higher market share. So, numerous communication strategy, creative content and channel selection etc. are used by marketing managers of island resort are discussed below: Communication strategy It is more effective strategy that used by marketing manager of Island resort to communicate with guest or customers through different communication channels which supports them to achieve overall information about different services, facilities which are offered by island resort to it’s guests. With the effective communication channels marketing team enables to understand each needs and preferences or recent emerging trends so that they enable to develop marketing strategies and fulfil all aims and goals of the company in efficient manner. Marketing manager of the company uses both type methods traditional and modern to improve high number of customer’s engagement also supports in enhancing customer’s loyalty and satisfaction level of their requirements. Project management system is a type of online medium that supports in web design so that individuals can get values-based experience. Marketing mangers has planned to use integrated communication marketing strategy such as integration of social media platform and higher innovative usage of multimedia communicational channels which can be measured in specified timeframe of six months (Dewnarain, Ramkissoon and Mavondo, 2019). However, integratedmarketingspacealongwiththeuseofdigitalmediakeepswidescopeand advancement in technologies provides best paradigms of tourism and hospitality industry and assists to achieve high profitability in economic infrastructure of island resort. Marketing manager of island have planned to use this project management system in respect of influencing customer’s experiences. Landingpageisanothercommunicationstrategythatisusedbyisland.This communication strategy provides options to the customer to direct visit website or sends vacation inquiry. Banner advertisement is offline or traditional advertisement strategy that is used by manager of island resort to attract customers or audience to choose island beach resort to spend
their vacations as well as destination. There are various people who prefer to search about resorts and destination through quite common search engines i.e. Google, Yahoo etc. so organization has added it’s information with Google analytic which helps customers to find information about resorts easily and choose best option to fulfil of their personal needs. Creative Content Island resort’s marketing manager have formulated creative content or post on it’s website and webpages so that they can offers extensive information to wide range of people about different type of services and facilities in which organization deals. With the attractive and creative content marketing manager provides information about services and facilities like Wifi facilities, Spa, beverage and delicious food etc. are offered by island resort to it’s guests so that they can enjoy their vacation beyond their expectations (GC and Kirves, 2019). Social media communicative channels with digital marketing techniques are also used by Island resort which will be played huge role in influencing customer’s engagement and will gain larger number of business objectives which have prior defined. Cannels choice Marketing department of island resort have used different traditional channels i.e. banners that encourages individuals to select particular resort for sending their leisure money and time (Spyropoulou and et.al., 2018). In modern world have come extensive change in existing technology and innovation in communication technology so SME like island beach resort have use some online medium to influence awareness and brand image of company. In addition, marketing manager has planned to involve marketing campaign, contextual ads and email to lead awareness in individuals about this resort so that it enables to generate high profitability and market share. The new communication channels are Twitter, Facebook, Instagram and Snapchat will create new definition of innovation and presence of digital media for island beach resort to achieve larger customer’s market share through offering of extensive services by company. TASK B Covered in PPT.
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CONCLUSION and RECCOMENDATION This report has been summarized about effective communication strategies and marketing strategies that used by marketing manager of island resort that supported to generate high revenue and market share of company in the hospitality and tourism sector.Organization is enabled to attract wide number of foreign tourists within minimum time and options to choose resort in order to have enjoy, entertainment and enjoyment.It has been recommended that marketing managers of island have to bring change in its exiting strategies and modes of communication for retaining customer’s loyalty and satisfaction level which helps organization to establish it’s competitive positioning in the business market.
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