Integrated Hospitality Marketing Communications: Strategy and Channels

This report provides an in-depth analysis of integrated marketing communications within the hospitality industry, using the Celtic Manor Resort as a case study. It begins with an introduction to the importance of communication and marketing in hospitality, then proceeds to detail various marketing channels, including direct marketing, advertising, and indirect marketing channels such as social media and public relations. The report evaluates the advantages and disadvantages of each channel and how they serve communication objectives. Furthermore, it critically assesses an integrated marketing communications plan, considering communication strategy, channel choices, and creative content, and concludes with a summary of findings. The report also explores communication objectives for hospitality organizations and justifies the integration and selection of communication channels, culminating in the formulation of a marketing communication plan aligned with specified objectives.

Integrated Hospitality
Marketing Communications
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Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Types of marketing channel and how they serve communication objective..........................3
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................6
CONCLUSION................................................................................................................................8
PART B............................................................................................................................................9
INTRODUCTION...........................................................................................................................9
Communication objective for hospitality organisation..........................................................9
Justification for integration and selection of communication channel.................................10
Formulation of an marketing communication plan which match with communication
objectives..............................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Communication and marketing perform an important role in the hospitality industry and
this is defined as a specific field of study which is used for placing and fulfilling high demand of
customer or visitor in professional manner. Hospitality is identified as a global industry so
marketing helps to understand and become familiar with methods of people travelling, travel
needs and ways of entering into different market segments. Similarly, communication helps for
marketing all activities through transferring all crucial information with a quick approach (Rate
and et. al., 2017). Celtic Manor Resort is selected as an organisation for this report and it offer
hospitality services in the city of Newport, United Kingdom. Moreover, this report highlights on
types of marketing channel and the evaluation of integrated marketing communication plan that
relates with communication strategy. Communication objectives and justification for selection
and integration of communication channel will also include in this report.
PART A
Types of marketing channel and how they serve communication objective
The term marketing communication refers to the methods or ways which are adopted by an
organisation for convey and transfer the messages about brand and products that are offered by
them in market to sell. Directly and indirectly marketing channel and communication both are
related with each other as communication helps for improve and maximise size of market
channel. In simple terms, marketing channel is explained as a system that ensures distribution of
merchandise from producer to consumers. Overview of different types of marketing channel is
mention as below:
Direct marketing channel- The term direct marketing channel is explained as a pay method
of communication by which organisation gain attention of buyer or customer for making
appropriate and positive decisions related with delivering of products (Lynn, 2019). Example-
Celtic Manor Resort provides products and services to individuals in a direct manner. One of the
oldest channels that relates with organisation is induce of direct marketing channel because it
helps for delivering all products in a simple method. Advertising is one of the most appropriate
factors that help to accomplish communication objective. This is because advertising is one of
the most traditional factors that are used for promotion of company activities in an easy manner.
From the perspective of hospitality organisation print and digital both media are utilised by
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management for performing their work in an informative manner. In simple terms, informative
advertising provide awareness to customers related with offering products. Moreover, the current
system defines about all services that provide better and effective services to customers.
Persuasive marketing is explained as a method which convenience a customer for purchase of
new service or products by formulating positive perception of individuals towards company.
Celtic Manor Resort also focuses to induce of persuasive marketing channel because it helps in
completion of task in an easy manner.
Moreover, advertising is explained as a method of communication that is used for completion of
work by promoting company products and also through deliver them in an easy manner. By the
engage of Celtic Manor Resort direct marketing channel customers are able for completion of
task in an easy manner (Leung, Xue and Bai, 2015). One of the major objectives that is related
with advertising communication consider towards completion of task in an easy manner.
Evaluation of advertising is mention as follow:
ADVANTAGES
 This message is used for convey about the customers in an easy manner and according to
current market scenario, TV advertisement provide direct channel to individuals for
promote company products.
 Cost per customer to advertise and communicate products to individuals with use of
advertisement is identified as one of the cheapest method to transmit knowledge about
products.
DISADVANTAGES
 Less number of certainty to ensure that the advertisement is watched so it creates a huge
loss in the investment.
 Due to the repetition of advertisement the efficiency of product advertisement is reduced.
Sometimes this is a time consuming process and it create difficulties for communication
in a quick manner.
Indirect marketing channel- Marketing channel provide information about the availability
of products. This is used to complete task in an easy manner and it interact for engage of
intermediaries to deliver all information to people for delivery of products. Also, multiple
functions are facilitated by companies for engage customers and in this communication is one of
the most important perspectives which are used to deliver information. Social Media is explained
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as one of the most effective marketing communication method and it enlarge about all task
through which an organisation enhance the sales by maximising the brand value in market. In the
context of Celtic Manor Resort, social media is an effective E-marketing communication system.
Social media is use by them for generating awareness between the organisation and customers.
Also, they are helpful for minimising the problems of individuals to eliminate the issue that
generate barrier among their services. Social media communication methods directly relate with
indirect marketing channel and it is because social media platforms engage third party platforms
for advertising hospitality services (Kruja and et. al., 2016). Community blogs, enrol in different
application, etc. are the methods of social media for advertising services. With the evaluation of
social media communication method benefit and challenges that are faced by Celtic Manor
Resort in form f merit and demerits are mention as follow:
ADVANTAGE
 It includes large audience which is used to undertake and include number of individuals
through which more opportunities are open for Celtic Manor Resort to offer their
services in the market.
 This enhance the customer serving ratio as well as ability for solve about all customer
feedback and it engage about the two way methods for interact with each other. It
considered that real time-feedback is solved. Celtic Manor Resort services are improved
by the asking customers about their service experience.
DISADVANTAGE
 It engages a small segment of individuals and this define about scenario according to
which not all individuals are engaged on social media. Moreover, if they are active on
social media there is no interest is shown by them for buying products from online
source.
 Social media is not used as a single tool for marketing because the probability for leak
and hack of information is high. One of the major impacts which is related with social
media is that this is open for all so sometimes individual posted negative comments
about organisation.
Public relations- This is explain as one of the positive factor for formulation of positive
image of organisation products in front of buyers. Moreover, public relation activities and
actions perform an important role for an organisation which helps to generate positive
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association for target a large number of audiences. Celtic Manor Resort utilise public relation
activities because it helps to make positive relations with the target audience and for this
management use the PR as a marketing communication and it leads to make strong influence on
the potential customers to buy products. The wise decision that is related with relationship helps
to obtain sustainability in market through achieving all goals and objectives in minimum time-
period (Kim and Law, 2015). According to the current period, it is identified that to overcome
from pandemic situations public relations perform an important role to engage more number of
individuals for consuming their services.
ADVANTAGE
 Public relation marketing helps to perform all work in an integrated manner through
engage of customers. This is identified as a most effective communication lines.
 One of the best customised and effective approach through which problems are solved
by management considered towards engage of more public in company.
DISADVANTAGE
 The cost to customer is too high and this creates challenges for Celtic Manor Resort to
entertain potential buyers for longer period.
 Sometimes brand value of the business or organisations is also reduced and this is
because direct approach towards customers create problems for management such as
demand of customers is increased that are complex to fulfil at same price.
With understanding the above factors this is identified all three methods perform an effective
role for Celtic Manor Resort management to interact with their customers. This considered
management generate longer results through interact the individuals in an appropriate manner.
Further, all marketing channel and communication method are useful to generate positive
perception of customers towards their hospitality services.
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
The organization Celtic Manor Resort needs to determine their issues which are looked by the
organization so they receives a few techniques and plans to build their deals and mindfulness on
the lookout (Herrero, San Martín and Collado, 2018). To achieve the point of coordinated
promoting correspondence plan was created by the Crockett and Jones with which they can ready
to target huge number of clients and achieve business correspondence destinations on schedule.
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There are various procedures which was utilized and assess by the organization for choosing the
suitable one to adequately speak with the clients alongside innovative and alluring message. By
basically dissected the whole arrangement identified with the correspondence systems, channel
decisions just as innovative substance so they can ready to examine company\'s prosperity
alongside the viability.
Communicational systems are related with those techniques with which an organization
can advance their image and items on the lookout to get gigantic client consideration. There are a
few systems like direct promoting. Social promoting, web showcasing and so forth that are
utilized by Crockett and Jones for covering the wide territory and effectively open by the clients
across the globe. Online site and web-based media are extremely useful for the organization as it
works with moment or opportune conveyance of messages just as information and it is a
fascinating method to speak with the enormous crowd (Gursoy, 2018). Utilization of advanced
promoting and web-based media publicizing named as a best instruments for building steadfast
and dependable clients that straightforwardly leads towards the better standing of organization
and it is additionally helpful for connecting enormous number of clients through the use of
substance advertising procedure.
It is powerful for the presentation of organizations as they can track and measures the
exhibition and results alongside the use of web investigation just as online instruments. This will
help in working with detail data about that the number of customers or individuals search locales
and reacts towards their notice content. While the utilization of web advertising needs a few
abilities just as ability and information identified with the current channels and devices that will
be expected to forward-thinking on normal premise (Gursoy and Sandstrom, 2016). While this
sort of advertising apparatus happens issues in regards to the security and protection that can
diminish the company\'s standing since it might prompt the disappointment and less trust of
clients. The utilization of computerized media advertising procedure is generally proper for the
Celtic Manor Resort to advance their items and produce high deals and income however it
likewise need to refresh their substance ideal and mostly clients may confront troubles in online
installment frameworks.
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CONCLUSION
According to the above detailed information this is concluded that there are different
communication channel exists which is used by the organisation for communicating through all
customers in an organised manner. Similarly, most hospitality business are focused towards fulfil
of individual need and wants in a unique manner in order to sustain in market for longer market.
Plans perform an essential role for completion of all tasks according to decided approaches and
actions and it leads management to perform their work as per steps. This considered
communication plan is identified as a strategy that is associated with tactics and methods which
formulate positive image of the organisation. In the last, marketing communication also ensure
right and appropriate message is transfer to individuals about product and company.
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PART B
INTRODUCTION
Marketing communication ensures customers gain all essential information that is related
with individuals so better and positive decisions are taken by them. In simple terms, marketing
communication helps management for obtaining loyal customer base to generate high reputation
and brand value in market (Baker and Magnini, 2016).
Communication objective for hospitality organisation
The communication channel of integrated marketing is identified as one of the most
effective method which helps in transferring of clear message to customers. One of essential
factors is campaign of marketing is completion of work as per objectives and this help company
for introduce new idealistic methods for attracting more number of customers.
Organisation Situation
Celtic Manor resort is performing their work in the hospitality industry and this perform
an important role for improve country economy. From, the perspective of UK hospitality
organisation perform an important role for complete of task in an easy manner (Smirnova, 2015).
Systems perform an important role and this helps to integrate marketing factors that maximise
brand image of organisation.
OBJECTIVES
Effective use of communication channel and match them with company objective aids Celtic
Manor resort to increase their efficiency in a proper manner. Some of the objectives are mention
as follow:
 To offer company services at a large level for increase their sale with 30% in a period of
three months.
 To improve the marketing actions of organisation for advertising company products with
30% for maximise the sales.
 For improve goodwill and brand value of the management in six months.
Evaluation of the communication objective
From the perspective of Celtic Manor Resort all objectives are clear and transparent and
it results all organisation task are performed in a positive manner. This results that brand value of
the respective business is improved by performing all actions according to objectives. Cost and
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price of products is managed by controlling expenses related with marketing communication
channel. Public relation and direct marketing channel are utilised by management for completion
of task in an easy manner. Moreover, this define that all projects are completed to encourage
about brand value of hospitality services in market.
Justification for integration and selection of communication channel
From the perspective of Celtic Manor resort it is identified an organisation utilise various
communication channel that helps for accomplish of all objectives in a sustainable manner. With
the use of social media tools marketing department of Celtic Manor Resort is able to engage
large number of customers by posting about their services on different social platforms (Sun and
et. al., 2017). By use of social media tool an organisation is able to gain quick feedback about
their services. This also results that all actions are implemented according to real time-basis and
it aids management to minimise problems of individuals to grow in easy manner. Along with this
to achieve all objectives by communicating with people through social media, Celtic manor
resort identifies methods for overcome from hack and virus related threats.
On the other side, TV advertisement helps for marketing communication in an easy
manner. Further, the primary focus of Celtic Manor Resort is to engage different tools and this
helps to perform work according to daily activities. The current scenario is highly impacted due
to change in techniques of marketing and according to this management considered towards
formulation of task which also provide power to buyer for communicate. Risk related with
business defines that repetition of advertisement create gap because it decrease the interest of
individuals to watch product again and again. Further, creation of script, use of high capital, etc.
are the major problems that generate challenges to complete work in minimum time.
Public relation is the last factor which is used by the Celtic Manor Resort for performing
task according to their objectives (Taecharungroj, 2017). Human relations with organisation
among both outside and inside support the management for completion of task according to
future activities. This define communication channel perform an important role for interact with
customers. The current management system is focused towards implement of task that provides
instant feedback of individuals or consumer. This result task is completed as per approaches that
maximise organisation values for performing work in a systematic manner. Moreover, longer and
effective results are obtained and it define direct engagement help companies in completion of
work according to understand of buyer and individual needs. But most of the customers not
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prefer direct engagement and this results there is more probability that company get ignored by
customers.
With understand of above information this is understand that social media is one of the most
effective system and this is used by marketing communication channel for completion of work
such as advertisement of products at a large level (Zaltman, Olson and Forr, 2015). Moreover,
feedbacks are also solved by the organisation easily and it helps to attract more customers which
enhance profits as well as sales of products in an easy manner.
Formulation of an marketing communication plan which match with communication objectives
A marketing communication plan refers to an effective strategy which is used to facilitate
about all information related with target market. In the present scenario, an appropriate
communication plan undertakes objectives, budget and strategies that help to complete work in
an appropriate manner. Overview of integrated communication plan is mention as follow:
Objectives
 To offer company services at a large level for increase their sale with 30% in a period of
three months.
 To improve the marketing actions of organisation for advertising company products with
30% for maximise the sales.
 For improve goodwill and brand value of the management in six months.
STP process
 SEGMENTATION- This is identified as the first step and it helps Celtic Manor Resort
for dividing the market into small segments (Zeveke, 2015). Geographical segmentation
is considered by management to divide their market.
 TARGETING- The main aim of respective organisation is to enhance their business size
so all most each customers is targeted by management. But, event management are
specific target of Celtic Manor Resort for offering their services.
 POSITIONING- It is defined as a process which aids management for obtain top and
sustainable position in market. Social Media Marketing conduct promotional activities
for increasing awareness about the company to sustain in market for longer period.
SWOT
Strength
 Involvement in CSR activities is the
Weakness
 High charges of luxury services are
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major strength of organisation.
 Large area or land size of resort is also
work as a strengths of Celtic Resort.
complex to afford by a large section of
customers.
 Ineffective marketing management
create problem for organisation to
work.
Opportunities
 Establishment of hotels in developing
countries exists as an opportunity for
organisation.
 With joint venture, engagement within
other hospitality services also improves
company presence in market.
Threats
 Competition from local region hotels
and low cost as well as affordable
rooms exists as a threat for
organisation.
 Due to operate in different regions
sometimes this is difficult to make
quick decisions.
CONCLUSION
With understand of above report it is concluded that hospitality industry and its
operations are depend on the customers. This defines the imperative task helps for achieve
objectives by implement communication methods and it helps to perform all actions in a direct
and indirect manner. In the last, plan helps for attracting more number of customers by
associating it with customer needs.
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