Integrated Hospitality Marketing Communications

Unit 33 - Integrated
Hospitality Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations.................................................................1
LO 4.................................................................................................................................................3
P5 Integrated marketing communications plan...........................................................................3
TASK B...........................................................................................................................................5
LO2..................................................................................................................................................5
P2 Communication objectives and justification regarding the appropriate channel selection and
integration....................................................................................................................................5
P3 Justification for the integration and selection of communications channels..........................6
P4 Marketing communication plan..............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Integrated hospitality marketing communication can be considered an advance method to
develop a unified experience for consumers to have connection with better brands. It comprises
of various promotional activities such as advertising, marketing through social media. This
type of mainly considered for hospitality industry. Island beach resort situated on the Florida
Gulf Coast with straight related by ferry or boat. It engaged in many activities such as
entertainment and also various other activities. Assignment has also showed the various
principles of marketing that needs to be followed by the hospitality organization Report will lay
emphasis on various channels of marketing. It will also lay emphasis on different type of
communication channels used. Study will lay focus on communication based marketing plan that
needs to be followed by organization.
MAIN BODY
LO 1
P1
It can be taken from the case study that the hospitality firm has been engaged in utilising of
various type of promotional channels in order to make them grow and also attract high number of
people. This has assisted the hospitality organization in attracting many customers towards them.
There has been a significant change in the use of marketing channels, it has been analysed that
various small and medium sized organizations have been involved in making use of information
and communication technology so that they can increase their profit and as well as is been able
to achieve the goals and objectives which Island beach resort has determined. The different type
of marketing channels which has been used by the hospitality organization includes the
following:
Listing up on online websites: In order to attract large range of consumers towards
themselves, hospitality organization is being involved in listing themselves up on various online
websites. It has also been analyzed that been linking on online websites was really affordable for
all type of SME and has also provided with various options where they can get linked. This type
of marketing channel can be a major consumer generator for the Island beach resort which has
been set up in Florida. It has also been analyzed that hospitality organization like this has less
idea of getting listed on online websites (Larionova and Zaitseva, 2017). They have not kept a
track record of the online listing so their cost on online listing has been significantly lowered
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down. In the online listing on the various famous websites, it has been analyzed that consumer
are being provided with all information related to the beach resort. Various type of discounts and
exciting offers are also being updated on regular basis on the online websites to which Island
beach resort has been linked with. Adding all the necessary information over there it has been
analyzed from the case study that there has been no integration with the correct personnel. It is
really necessary for firm to be engaged in keeping a track upon the information that has been
uploaded on the websites. The Island beach resort can also be engaged in providing employees
with necessary training related to the maintaining the information and track record on the online
websites. This will assist the hospitality organization in growing and achieving objectives. The
resort web page also had the option of visiting the websites where the consumers can find out
more information. This will also help customers in solving out their queries related to the
hospitality organization. It will help the small and medium sized organization in growing.
Direct Selling: In this Island Beach resort can be engaged in promoting their company
through direct selling. It is that type of marketing promotional channels where the sales have
been done to the limited audiences. The details have been taken from the case study that Island
Beach resort is been involved in utilizing the direct selling. In this the hospitality organization is
been involved in directly targeting the customers. In the direct selling activity, the company has
made sure to give consumers the data about various type of leisure and entertainment facts that
has been carried out in the hospitality firm. The Island beach resort managers are also being
engaged in providing the additional facilities which are available within their firm. This has
supported Island beach resort in growing and also achieving their goals as well as objective. This
type of marketing channels has helped the hospitality organization in easily promoting their
products and services (Gerdt, Wagner and Schewe, 2018). It has been evaluated that making use
of this selling activity was really necessary for the growth of hospitality organization. Direct
selling has also been helpful for the Island Beach resort has it has personal touch. The employees
were being able to take the feedback from consumers with the help of direct selling and they
were able to bring changes in the working of hospitality firm which was really necessary for their
growth. This approach has provided various benefits to the firm and adoption of it was really
successful. The firm was being able to attract large range of consumers and also it was really
necessary for the growth of the firm. They were being able to achieve objectives.
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