Integrated Hospitality Marketing Communications

INTEGRATED
HOSPITALITY
MARKETING
COMMUNICATIONS

Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Different types of marketing channels and how they serve the objectives of
communication with a range of hospitality organizations...........................................................3
LO 2.................................................................................................................................................4
P 2 Communication objectives for hospitality organization........................................................4
P 3 justifications for the selection and integration of communications channels........................6
LO 3.................................................................................................................................................7
P 4 An integrated marketing communications plan that effectively meets communication
objectives.....................................................................................................................................7
LO 4.................................................................................................................................................9
P5 Evaluation of integrated Marketing communication plan in relation to the communication
strategy, channel choice and creative content..............................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated Marketing is an approach to creating a unified and seamless experience for consumers
to interact with the brand or enterprise; it attempts to meld all aspects of marketing
communication such as advertising, sales promotion, public relations, direct marketing, and
social media, through their respective mix of tactics, methods, channels, media, and activities, so
that all work together as a unified force. It is a process designed to ensure that all messaging and
communications strategies are consistent across all channels and are centered on the customer.
This report includes issues such as various types of channels of marketing and how they help to
serve on the basis of objectives of communication. Communication objectives for hospitality
organization. Justifications for the selection and integration of communications channels. An
integrated marketing communications plan that effectively meets communication objectives and
integrated marketing communications plan in relation to the communication strategy, channel
choice, creative content (HRISTOFOROVA and et.al., 2019).
LO 1
P 1 Different types of marketing channels and how they serve the objectives of communication
with a range of hospitality organizations.
Direct selling-
It is the marketing and selling of products to the consumers of the company so that they
can stay away from a fixed location of retail. Marriott needs to keep in mind that measures
applied before are changed now such as peddling as it was one of the oldest forms if it. But now
it includes sales through party plan, demonstrations that are made one by one, personal
arrangement of contract as well as sales through online platforms. This aspect is considered
because of its merits such as personal demonstration and the explanation of products that is home
delivery and provides guaranteed satisfaction. In the aspect of franchising the cost for this
strategy to work with direct selling is low which states that it can begin even with less amount of
requirements to meet and serve in the market. It is considered as different from direct marketing
so that agents of sales reached directly and it involves dealing directly with the clients. On the
other hand direct marketing is concerned with making relationship with other businesses without
the involvement of intermediaries. The aspect of direct selling works with multi level marketing.

Selling through intermediaries-
This channel of marketing involves intermediaries such as wholesalers through which
raw materials are bought in bulk and provided to the guest is known as indirect channel. Large
channel of intermediaries is not used as it is not necessary in the sector of hospitality (Valos and
et.al., 2017).
Dual distribution-
This aspect has different arrangement of marketing under it which the chain of hotels can
use. It allows them to take the help of more than one channel so that more of the clients can be
reached out and served. They can use it for the purpose of resale as they can sell it to other
companies as well as the guests who are staying at their hotel. This creates problems when there
are more than two channels targeting the same target market which creates conflicts among the
members. For example format franchising is the perfect example of this aspect as it allows the
franchisors of the company to license some of its operations to franchisees and keeping some of
the operations with themselves.
Reverse channels-
Every channel of marketing involves producer to consumer cycle but with the help of
technology this aspect reverses the flow of cycle and that is from consumer to intermediary to
beneficiary. This way money will be earned through the resale of the product.
LO 2
P 2 Communication objectives for hospitality organization
Develop repeat purchase behavior-
This objective if achieved will help the Island beach Resort to get repeated sales from the
same guests if they are satisfied with the service of the resort. It is necessary that all the measures
are taken care of so that they can provide quality service to their clients and increase their reach
and ratings through online platform.
Establish customer relationships-