Integrated Hospitality Marketing Communications

This document discusses the importance of integrated marketing communication in the hospitality industry. It explores various types of marketing channels and their role in communication objectives. The document also covers the development of an integrated marketing communication plan with strategies, choice of channels, and creative content.

Unit – 33
Integrated
Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION..........................................................................................................3
TASK 1..........................................................................................................................3
P1. Determine various types of marketing channels that serve in communication
objective for hospitality industry................................................................................3
TASK 2..........................................................................................................................5
P2. Covered in PPT...................................................................................................5
P3. Covered in PPT...................................................................................................5
TASK 3..........................................................................................................................5
P4. Covered in PPT...................................................................................................5
TASK 3..........................................................................................................................6
P5. Evaluate an integrated marketing communication plan in relation to
communication strategy, choice of channel and creative content............................6
CONCLUSION..............................................................................................................7
REFERENCES.............................................................................................................8

INTRODUCTION
The marketing communication is described as a fundamental concept that
plays its major role in increasing brand awareness and positioning its products and
services to target market. Integrated Marketing Communication refers as the ability
of managers to ensure that all forms of message, information and data have been
clearly mentioned in communication that is linked together (Bai and et.al, 2019). As
per the given case study, this project is based upon Island Beach Resort as being
located directly on the ocean with miles of unspoiled and non-crowded beaches. This
project determines various types of marketing channels that serves in
communication objective for hospitality industry. Additionally, it designs an integrated
marketing communication plan in relation to develop strategy, choice of channel and
creative content.
TASK 1
P1. Determine various types of marketing channels that serve in
communication objective for hospitality industry
Island Beach Resort:- As per case study, the background specifies that this
resort is located on the Florida Gulf Coast. It provides various services to its guests
that include recreational activities, tennis, shopping, dining, entertainment and
security. The resort further consists of 160 rental units that vary from one to three
bedrooms. Its business structure is a typical of much privately owned small and
medium sized enterprise (Barreda, 2014). The Island Beach Resort does marketing,
renting, maintenance for all of the grounds and common use areas.
Marketing Communications:- This is defined as the process for using
various different marketing channels and tools to build awareness and positioning for
attracting large number of buyers. It is essential for an organisation as to develop
good image and reputation among its target market by describing them about varied
facilities at least cost. The managers of Island Beach implement this as to ascertain
their growth and stability of resort in perfect competition market by increasing its
sales and profits.
Different channels of marketing communications:-
 Advertising:- It is described as the means of communication adopted by
managers of company for introducing their products and services to its target
market. The main motive for managers of hospitality industry is to attract
customers by making them aware of various services at low cost. Managers
of Island Beach can use this channel as to advertise their features through
print and social media by providing its structure and design for attracting them
to spend their vacations (Buhalis and Sinarta, 2019).

 Public Relations:- The public relations refers to shape and control the public
opinion by restricting their negative perception into positive thoughts. The
managers of Island Beach Resort can use this as to build good customer
relation among its target market. The main purpose of hospitality industry in
this is to analyse and determine the change in taste and preference of its
customers in order to serve them with differentiated technique.
 Online Media:- It is the procedure through which managers of company focus
on developing their social media in order to generate digital marketing
concept. This leads hospitality industry to develop website of their own hotel
for increasing marketing as customers can develop information regarding
hotel. The managers of Island Beach Resort can use this as to communicate
with its target market at 24/7 through which results in ease for reducing
queries of clients (Chan, Lowe and Petrovici, 2017).
(a) Google:- The Google is an American multinational technology company
that is mostly adopted by managers of Island Beach Resort as to develop
website of hotel and determine the satisfaction level of its customers.
(b) Bing:- It is a web search engine owned and operated by Microsoft. This
provides a variety of search services including web, video, image and map
search products. The Bing is used to affluent audience by enriching basic
search that goes further than typical for analysing solution of client queries.
(c) Yahoo:- The Yahoo is an American web service provider as being
headquartered in Sunnyvale, California (Copley, 2014). This company was
founded by Jerry Yang and David Filo in January 1994 and was incorporated
on 2nd March, 1995. It is essential for managers of Island Beach Resort as to
break their target audience into local, national and global news, finance,
sports, music, movies and more.
From the above discussed channels of marketing communication the
managers of Island Beach Resort implement advertisement and mostly use online
media through Google, Bing, Yahoo and search engine. It leads company to build
trust and faith of its customers for attracting them with variety of features available in
resort. This result in large number of clients booking that increase sales and
profitability ratios.
Integrated Marketing Communications:- The integrated marketing
communication is the application of consistent brand that pertains the message
across both traditional and non-traditional marketing channels. It is implied by
managers of hospitality industry as to develop and modify their features for attracting
customers to book their accommodations (Gatling, 2015). The integrated marketing
communication is helpful in integrating all essential components that are capable in
communicating the similar message to potential and existing end-users. Managers of
Island Beach Resort implement this as to create brand awareness among its
customers by minimising its cost with the motive for ascertaining high profits.
Examples:- Advertising, public relations, direct marketing, sales promotion, etc.

The most important online distribution channel for hotels:-
 Website of Hotel:- The managers of an organisation aims to develop website
at online or social or digital media with its images and facilities available inside
the hotel. It is most important aspect adopted by large number of hospitality
industries as to provide information to its visitors with 24/7 services. Managers
of Island Beach Resort implement this as to describe various features of their
resort with its image and videos showing calm and beautiful atmosphere to
survive for its clients. The website plays major role as guests or visitors have
to link onto it for identifying features and facilities provided in hotel by
determining the luxurious and comfortable accommodation to spend vacations
(Jenkins and Karanikola, 2014).
 Online Travel Agents (OTA):- It is most important for managers of hospitality
industry as to collaborate with various travel and tourism agencies by paying
some charge for motivating them to promote their hotel. The agents further
encourage its clients to accommodate in prescribed hotel as being very
prestigious hotel with its qualitative services at low cost. This attracts large
number of customers as they agree with agent and opt to survive their
luxurious and comfortable life in specific hotel. Managers of Island Beach
Resort further aims to build good contract with travel agencies that result in
high sale and profit margin with their share of profits in it.
 Global Distribution Systems:- The global distribution system refers as
computerised networking system which is owned by company that enables
transactions between travel and service industries. It is essential for an
organisation as to enable the services through real-time inventory to service
provides. Managers of Island Beach Resort implement this as a wonderful tool
that leads properties to reach its customers easily (Kim and et.al, 2016). It
further provides reservation system that allows travel agents to access hotel
rates and availability for flights, trains and rental car companies in real time.
TASK 2
P2. Covered in PPT
P3. Covered in PPT
TASK 3
P4. Covered in PPT

TASK 3
P5. Evaluate an integrated marketing communication plan in relation to
communication strategy, choice of channel and creative content
The integrated marketing communication plan majorly focus on online or
social media as nowadays with the increasing use of internet and electronic media
emphasize managers to develop websites. The electronic or social media plays
major role in an organisation as it attracts large number of its visitors that pertains
various advertisements which develops the interest of customers to explore more
about firms. The managers of Island Beach Resort implement this social media as to
analyse the change in taste and preference of its customers and determine the
advanced needs that has to fulfill eagerly. The main aim of managers in Island
Beach Resort is to develop integrated marketing plan by identifying its structure,
strategy, choice of channel and creative content (Ku, 2014).
 Marketing Strategy:- The marketing strategy adopted by managers of Island
Beach Resort is to facilitate their hotel with various services such as
swimming pool, spas, gym, healthcare facilities, concierge, entertainment, etc.
It attracts large number of customers as to spend their vacations for luxurious
and comfortable lifestyle.
 Choice of Channel:- The choice of channel that is usually selected by
hospitality industry is social media with the help of electronic gadgets such as
mobile, tablets, laptops and computer, etc. These equipments are used in
writing electronic mail, effective content and creative advertisement, etc., by
highlighting its specialised features that attracts large number of customers.
Managers of Island Beach Restaurant further emphasize on these
promotional activities for increasing brand awareness and positioning that
tends to convert visitors into booking accommodations (Mohammed
Abubakar, 2016).
 Creative content:- The creative content is described as the process through
which managers of an organisation aims to enlarge target market by
developing creative content with catchy taglines. It promotes and positions
the mind of target market as to book accommodation in hotel. This maximise
sale and profits by building its market share that enhance its brand image and
reputation among its competitors for sustaining in global market.
The social media is most important for managers of Island Beach Resort as it
tends to reduce queries of visitors by providing services with 24/7 working hours. It
results in developing good customer relationship management by analysing their
needs and wants (Punjaisri and Wilson, 2017).
Monitoring the integrated marketing communication plan:- As per the
case study, it is essential for hospitality industry as to develop programs with the
help of event manager for celebrating birthdays, anniversaries, weddings, etc., that
result in high entertainment for its accommodate people. The Island Beach Resort

further implements advertisement as to attract customers that it’s a place for
developing programs to entertain people with beautiful preparation and program.
This attracts large number of people to stay in their accommodation and enjoy their
vacations with entertainment and have luxurious and comfortable lifestyle.
Evaluation of integrated marketing communication plan:- As per the case
study, managers of Island Beach Resort emphasize on three types of marketing that
are electronic mail, content marketing and social media that enrich customers by
positioning its brand of hotel. This plays vital role in encouraging clients that various
qualitative facilities and services have been provided in hotel at least cost within
these vacation duration (Smith and Font, 2014). It is a place to explore with family
and its children to learn and experience new things. The managers further evaluates
that the fundamental to develop strategies and methodology will lead hotel to meet
the requirements of its customers for ascertaining success in competitive market.
There are various ways for measuring and evaluating a marketing
communications plan which includes as:-
 Return on Investment (ROI)
 Cost per Lead
 Conversion Rate
 Incremental Sales
 Customer Lifetime Value
 Customer relationship management.
The managers of Island Beach Resort are recommended as to develop
services in accordance with prescription in promotional activities for building trust
and faith among its customers. This leads hospitality industry to build good
customers relationship management by providing specialised services at least cost.
It tends to develop support and loyalty of its visitors and build good image and
reputation in perfect competition market.
CONCLUSION
From the above discussion it have been concluded that integrated marketing
communication plays major role in promoting its activities and services to potential
customers for increasing sales. It majorly focus on various promotional mix as being
the important element in marketing mix that includes advertisements, print and social
media, public relations, direct and indirect channel of marketing, etc. This project
determines various types of marketing channels that serves in communication
objective for hospitality industry. Apartly, it designs an integrated marketing
communication plan in relation to develop strategy, choice of channel and creative
content.

REFERENCES
Books and journal
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