Integrated Hospitality Marketing Communications

INTEGRATED
HOSPITALITY
MARKETING
COMMUNICATIONS

Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Different types of marketing channels and how they serve communication objectives..............3
Integrated marketing communication plan in relation to the strategy of communication,
channel choice and creative content............................................................................................4
Task 2...............................................................................................................................................6
Integrated Communication Plan..................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated Marketing is an approach to creating a unified and seamless experience for consumers
to interact with the brand/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 highlights the factors such as types of marketing channels and they way they serve
the objectives of communication. Plan of integrated marketing communications and the activities
taken under it so that they can achieve their goals and objectives (Heller, 2016).
Task 1
Different types of marketing channels and how they serve communication objectives
It is important for the Island Beach Resort to meet the criteria of distribution channels and these
aspects will help them to enhance their reach and increase their visibility to the audience they
want to target. There are various channels of distribution which is available on the internet which
could be utilized in an efficient manner so that website of the resort can also be developed. Many
people who use internet on daily basis have seen its growth. Everyone is aware of the traditional
methods that are used online such as newsletters, electronic press releases but there are also some
channels that are unconventional on the web (Geraghty and Conway, 2016).
Social networks-
The current trend of this aspect is to interact socially on internet. This is done so that they
can stay there for a long time. Many of the companies are looking for acquiring these platforms
because of the influence it leaves on people. If the resort treats platforms such as Facebook and
Myspace as their channel of distribution then they will reach to more people and increase the
awareness of the website.
Social bookmarks-

It helps the user to store the information of the things they like or dislike on the internet.
These bookmarks are created by those who understand the content of the website. This is why it
is necessary for them to develop their website so that users share their experience and enhance
the visibility of the site (Yılmaz and Coşkun, 2016).
Social media-
Resort also has the option to take use of this aspect such as You Tube, Flickr as a
medium which increase the generation of web traffic. This platform generates most of the
revenue from distribution channels for major networks and other companies of media. By
partnering with You Tube resort can have two way interactions with their potential customers
and they can share them the details about the packaging.
Blogs-
Island Beach Resort can use this channel of distribution to build a base of customers
which is loyal. This aspect will help them to share the recent and updated information about their
events and deals that they are going to use.
Browser extensions-
Browser extensions are basically search engines that are customized. This allows to gain
easy access to the website of the company. It offers functionality that links them to their favorite
browser. It is an effective channel of distribution for both the business and the customers as it
increases visibility for both the parties.
Search engines-
Many of the users found the website of the resort through search engine which is not in
the case of Island Beach Resort. For this approach to work they need to use the aspect if search
engine optimization and search engine marketing so that they are able to attract the target
audience at your page. Also this will improve the visibility of the website (Kharouf and et.al.,
2019).
Marketing channels serve communication objectives within island resort hotel.