Evaluation of Integrated Marketing Communication in Hospitality Sector

This report delves into the realm of integrated marketing communication (IMC) within the hospitality sector, using The Lensbury Resort as a central case study. It begins with an introduction to marketing communication, emphasizing its role in creating awareness and attracting customers. The main body of the report examines various marketing channels, including public relations, advertising, and direct marketing, evaluating their effectiveness in achieving communication objectives. Task 1 evaluates the different types of marketing channels and how they serve communication objectives. Task 4 critically evaluates integrated marketing communication plans in relation to communication strategy, creative content, and channel choice. The report then moves on to designing communication objectives for a given hospitality organization situation, justifying the selection and integration of communication channels. Finally, it culminates in creating an integrated communication plan that meets the defined communication objectives. The report emphasizes the importance of social media marketing and digital communication in today's dynamic business environment, especially in the context of the COVID-19 pandemic, and stresses the need for strategic budget allocation to achieve marketing goals. The report highlights how a well-executed IMC plan can enhance customer engagement, build brand loyalty, and gain a competitive edge in the hospitality industry.

INTEGRATED
HOSPITALITY MARKETING
COMMUNICATION

Table of Contents
ACTIVITY 1...............................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
TASK 1.......................................................................................................................................................3
Evaluate different types of marketing channels and how they serve communication objectives within a
range of hospitality organisation..............................................................................................................3
TASK 4.......................................................................................................................................................6
Critically evaluate integrated marketing communication plan in relation to communication strategy,
creative content and channel choice........................................................................................................6
CONCUSION..............................................................................................................................................8
REFERENCES............................................................................................................................................9
ACTIVITY 2.............................................................................................................................................10
INTRODUCTION.....................................................................................................................................10
MAIN BODY............................................................................................................................................10
TASK 2.....................................................................................................................................................10
Design communication objectives for given hospitality organisation situation.....................................10
Provide justification for selection and integration of communication channel.......................................11
TASK 3.....................................................................................................................................................12
Create integrated communication plan that meets communication objectives.......................................12
CONCLUSION.........................................................................................................................................13
REFERENCES..........................................................................................................................................14

ACTIVITY 1
INTRODUCTION
Marketing communication refers to a complex and core activity within an organisation
marketing efforts. It represents several types of communication channel that is mainly used by
the businesses to create awareness and provide message to customers related to offerings that are
offered by company. This will attracts the customers and helps business firm to develop high
portfolio of customers. In terms of marketing communication enterprise get the high attraction of
clients that emphasis on positive buying of products and services. It also represent loyal base of
customers due to which high competitive advantage is to be attained within the competitive
market place (Šikić, 2021). To complete this study on integrated marketing communication, The
Lensbury Resorts is to be to undertaken that is situated in Teddington, UK. It is a 4 star rating
resort in UK that offers several types of services such as internet, parking and public transport,
things to do services like private picnics, boating, kayaking etc., conveniences, guest service,
outdoor garden and terrace, accessibility and many more that attracts the visitors attraction (The
Lensbury, 2021). This report involves and the various types of marketing channels and in what
manner they service communication objectives within concerned resort. Further it demonstrate
marketing communication plan that involves creative content, channel choice and
communication strategy.
MAIN BODY
TASK 1
Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisation
Marketing channels are highly associated with the set of people, activities and
organisation who are working together to transfer the goods and services from point of origin to
point of consumption. Integrated marketing communication is linked with organisation and

people along with several activities that are used to distribute several services within hospitality
organisation to ultimate customers. These channels are highly used to attract customers and
capture attention of people by using direct and indirect manner. In terms of hospitality sector it is
very essential to use marketing channels that develops the flow of market due to which services
are properly reached to the customers (Eid, Shehata and Rashed, 2021). In case of The Lensbury
Resort, manager needs to focus on serving resort services to their guest so that they enjoy
remarkable services within resort in appropriate manner. There are various types of marketing
channels that is used to align firm objectives within The Lensbury resort that are presented
below:
 Public relations- It refers to a process of developing positive image in mind of customers
so that proficient results are attained by organisation. Public relation emphasis on
favorable image by capturing attention to newsworthy of customers and organisation. It
plays a significant role within business where positivity targets the audience so that sales
would be developed. Within the background of The Lensbury Resort, public relation
demonstrates as a crucial marketing communication channel that strongly attracts
customer attention to use services. PR is a type of framework that is useful to spread
information and awareness regarding the services that the resort offered to their
customers (Majumder, 2021). It enhancing brand image along with eliminating negative
reviews in marketplace. For The Lensbury Resort it represent as a sensible verdict to
adopt the use of public relation because it strengthen relationship with community people
that helps in gaining loyal customers within long term survival of company. There are
several types of public relation tool that is highly used by the resort in order to fulfill their
objectives. These tools are sponsorship, Advertorials, business events, etc. In present
scenario pandemic crisis are raised in this situation The Lensbury Resort focuses on
developing public relation so that particular situation should be handled effectively by
using advertorials. The main advantage of using this tool is to amplify opportunities as it
support launch of offerings where product is revealed for first time. It also helps in
engaging people who visit the resort websites. It also have disadvantage that is includes
high cost where risk is to be generate where journalist some wrong facts that involve
essential details.

 Advertising- This define as a type of any paid form of communication tool that is
efficient to attract people attraction so that they make their buying decision in favor of
products and services of firm. It is a simplest form of communicating information related
to offerings to customers. In present scenario it is to be developed with the involvement
of internet along with several forms of advertising like digital media, print media, social
media, emails services etc. In case of The Lensbury Resorts, advertising play a major role
as it offers high knowledge to customers related to services they offered to attract
visitors. In this persuasive marketing is represent as a type of advertising marketing that
states that customer change their perception to try new brands and firm offerings. With
the shadow of persuasive marketing The Lensbury Resorts can acquire customers that are
highly emphasis on try new brand and services to enjoy in remarkable manner. Further in
this information advertising is also be useful as it creates awareness in customers related
to the services of concerned hospitality organisation to gain more profitable outcomes
within competitive marketplace (Chen and et. al., 2021). In case of The Lensbury Resorts
focus on using informative marketing is highly significant that leads organisation in gain
more loyal customers so that their overall reputation is to be boost. Therefore advertising
is a type of communication method that provides advantage to firm as it grows credibility
of company so that firm will reach to the larger audience. With the help of advertising
marketing communication The Lensbury Resorts repeat message in smaller time to
rewind customers so that they are stick with resort for longer time period and also helps
in gaining competitive advantage within marketplace. Further it also have several
disadvantage that it is highly expensive in which The Lensbury Hotel includes high cost
to advertise their services. The main aim of this tool is that it helps organisation to reach
the customers so that high profitable results is attained in effective manner.
 Direct marketing- This is a significant marketing communication tool that is mainly
followed by the company in order to fulfill their goals in an efficient and effective
manner. This helps in taking desired follow-ups with clients that maximize quality of
services. The main aim of this tool is to reach customers directly that helps in fulfilling
the demands of customers and gain profitable results within marketplace. Within this
tool, social media marketing is one of best tool to directly connect with customers in
current environment and also examine different customers’ needs and wants at a time. In

this they connected with customers using several social media tools such as instagram,
Facebook etc. In case of The Lensbury Resorts, manager adopts the use of social media
campaign that is highly crucial to grab customer attention so that overall objective of
business enterprise is to be attained successfully. This marketing communication channel
has several advantages for The Lensbury Resorts as it is a low cost type of advertising
that use gathers information of customers so that reputation and profits are attained on
time (Vernuccio and et. al., 2021). Therefore direct marketing tool is one of the best tools
for market products and services because due to this positive interaction is done with
customers. In terms of dynamic business environment where people are merely spend
their time social media helps The Lensbury to attracts more customers and attain
reputation that the main aim of business enterprise to sustain in competitive market.
Hence, using various marketing communication channel by manager of The Lensbury
Resorts helps in gaining marketing objectives to sustain in appropriate manner. These
channels help resort to gain the high customer base along with competitive advantage within
hospitality sector. In present time customers are highly sophisticated and attain services in
personalized manner and with the help of social media marketing The Lensbury resorts
customized their services and generate high profitable results.
TASK 4
Critically evaluate integrated marketing communication plan in relation to
communication strategy, creative content and channel choice
The hospitality organisation “The Lensbury resorts” focus on resolve issues that are faced
by them and for this they adopts several strategies and plans for developing sales and profits
along with creating awareness within mind of customers. In this The Lensbury Resorts serve
their customers quality services so that their overall objectives is to be attained that gives
sustainable results in marketplace. Therefore to attain the targets resort focus on developing a
plan that involves segmentation, targeting and positioning along with budget so that they monitor
and control the measures properly (Šikić, 2021). As per the current marketing demand, a new
marketing communication plan is developed which is mainly based on social media as channel of
communication so that appropriate actions is to be taken for developing positive purchasing

decision. Within the case of hospitality sector, it is very crucial to hold the proficiency and
profitability of business by properly communicate with customers directly so that firm strategic
targets are attained that is based on mainly long term survival with high revenues and profits.
Presently social media is a exciting communication tool that helps business to communicate with
large audience in small time period and understand all their needs and wants. In the Lensbury
Resort crucial stakeholders are present internally and externally due to which emphasis on
communication is beneficial to reach targets. In the background of resorts digitalization in
communicating with stakeholders is highly beneficial to reach the height of profitability.
To grab the attention from the use of social media tool The Lensbury Resort acquire
information that helps in capture customer attention in the current market and also helps in align
with the overall goal attainment. In this manner social media direct marketing helps the
organisation to gain competitive advantage and attracts customers with the innovative content. In
this the concerned resort provides personalized services to customers that enhance customer
visibility so that more profitable results are attained on time (Kunizhev, 2021). In this manager
of The Lensbury focus on developing a creative content that attracts guest and set their mind to
enjoy services effectively. Within this firm offer several services by consideration the COVID 19
situation such as safety and security services, doctor on call services, high discounts etc. so that
more and more customers are attracted towards it. And with the usage of social media accounts
company would connected with customers and recognize their needs and wants by developing
strong communication with them in appropriate way.
To attract customers it is very essential for The Lensbury resort to communicate budget
so that overall task is to be accomplished on time and in appropriate manner. Therefore,
pandemic situation is to be present in the world that affects hospitality industry in attracting
customers and fulfill objective of gaining profitable results. At this time it is very essential to
develop budget so that every activity is to be done in proper way without any wastage of
financial resource. The cost in marketing communication is to be saved by manager of The
Lensbury Resort by taking an initiative to connect customers with the use of social media direct
marketing (Bręgiel, Wicenta and Majchrzak, 2021). This includes less cost and offers high
results in frequent time period so that overall objectives is to be attained on time. As customers

in today’s world are highly focused on own comfort and convenience and with the help of social
media communication strategy achieve the goals prominently.
CONCUSION
By the above report it is concluded that marketing communication is significant concept
to communicate with customers and attained goals prominently. In case of hospitality industry
communication is primary crucial because in this company attracts customers with the help of
communication. As they use several channel of communication so that more customers are
attracted and firm will attained high profitable results. In this communication plan is useful to
attract guest and maximized sales. Further this report elucidates evaluation of communication
plan including creative content, communication strategy and channel choice that helps in
delivering services to customers as per individual perception so that reputation is to be built in
business industry.

REFERENCES
Books and Journal
Bręgiel, E., Wicenta, K. and Majchrzak, J., 2021. MARKETING APPROACH TO E-
COMMERCE IN LOGISTIC SERVICES MARKET. Zeszyty Naukowe Politechniki
Poznańskiej seria Organizacja i Zarządzanie. 82. pp.21-34.
Chen, Y. and et. al., 2021. Environment-aware communication channel quality prediction for
underwater acoustic transmissions: A machine learning method. Applied Acoustics. 181.
p.108128.
Eid, M.M., Shehata, E. and Rashed, A.N.Z., 2021. Cascaded stages of parametric optical fiber
amplifiers with Raman fiber amplifiers for upgrading of telecommunication networks
through optical wireless communication channel. Journal of Optical Communications.
Kunizhev, M.A., 2021. Genesis and Future Development of Marketing Linguistics in the Era of
Economy Digitalisation. In Modern Global Economic System: Evolutional Development
vs. Revolutionary Leap 11 (pp. 1053-1061). Springer International Publishing.
Majumder, S., 2021. Wavelet Neural Networks and Equalization of Nonlinear Satellite
Communication Channel. In Applications of Artificial Neural Networks for Nonlinear
Data (pp. 207-226). IGI Global.
Šikić, F., 2021. Using Instagram as a Communication Channel in Green Marketing Digital Mix:
A Case Study of bio&bio Organic Food Chain in Croatia. In The Sustainability Debate.
Emerald Publishing Limited.
Šikić, F., 2021. Using Instagram as a Communication Channel in Green Marketing Digital Mix:
A Case Study of bio&bio Organic Food Chain in Croatia. In The Sustainability Debate.
Emerald Publishing Limited.
Vernuccio, M. and et. al., 2021. Managerial and organizational perspectives on online–offline
integration within integrated marketing communication: toward a holistic conceptual
framework. International Journal of Advertising, pp.1-22.
Online
The Lensbury, 2021. [Online]. Available through: < https://www.lensbury.com/?
gclid=Cj0KCQjwzYGGBhCTARIsAHdMTQwSoXttFO8p-N_mJZr1cTp-
unLhbckUU2qriZxRpETL_-7Hxo8xdckaApHHEALw_wcB>

ACTIVITY 2
INTRODUCTION
Marketing communication is termed as several channels that are used by organisation in
order to communicate with customers so that positive buying decision is to be developed. In this
The Lensbury Resort is to be undertaken that is a 4 star hotel in UK (The Lensbury Resort,
2021). This report involves communication objectives along with justification of selection and
integration of communication channel. Further it involves integrated communication plan that
helps in attaining objectives properly.
MAIN BODY
TASK 2
Design communication objectives for given hospitality organisation situation
The Lensbury Resort is a leading and famous resort that is situated in Teddington,
London. It is mainly situated near airport and near train station. This resort is offer venues for
wedding and several events so that their overall objective is to be attained on time (Pisicchio and
Toaldo, 2020). Currently due to pandemic situation Lensbury face issue in attracting customers
and communicating with them. As it offers several services to customers by taking all precaution
related to safety and security of guest so that they enjoy breaks and holidays effectively. It is
highly recognize for offering quality services to customers. Due to this to deal in this situation
The Lensbury need to focused on designing communication objectives that are presented below:
 Develop awareness about services- Another aim of using marketing communication is
creating awareness related to existing and potential customers offered to company.
Therefore company offered several services to their customers like providing wedding
venue, relaxation services, Spa, food and beverages and many more. To deal with
pandemic situation company need to focus on offering hygienic and safety services and

creating awareness regarding safety using marketing communication channel so that
objective to deal with customers is to be fulfilled properly.
 Maximize sales and revenue standard- The main objectives of The Lensbury Resorts
are to enhance sales and standards so that more opportunities are to be attained that
provides high profitable results (Zwerin, Clarke and Clarke III, 2020). In this
communication is to be needed in such manner that creates brand effectiveness to
maintain loyal customers. It includes several communication methods such as personal
relation, direct communication lead The Lensbury Resort need to focus on this to expand
business on international level and maintain high existence in market as well.
Provide justification for selection and integration of communication channel
There are several channels which are used by hospitality sector to attain objectives and
develop reputation in market in effective and efficient manner. Therefore, marketing channels
are to be classified in several manners that help The Lensbury resort to align all efforts to reach
marketing communication objectives. Adopting these communication tools helps firm to reach
out larger audience so that high customer’s base are attracted towards it. Hence, the Lensbury
resort adopts different tool to communicate and to justified selection and integration several
frameworks are presented below:
 Advertising- It is a prominent tool that is used by The Lensbury Resort in order to
develop customer base and creating awareness regarding services that they offered to
customers. It is highly beneficial for the firm because it is a type of service provider and
to develop long term image in customers mind so that positive buying decision is to be
done.
 Public relation- This term is a type of communication channel that help The Lensbury
Resort to develop relation and connection with customers to enjoy profitable results
(Raja, 2020). With the help of this channel positivity is to be maintained that enhance
market image. Due to this channel firm attain more opportunities that helps in attracting
customers on global level.

 Direct marketing- It is done when firm does not spend high cost to hire mediator for
promoting brand. In case of The Lensbury Resort social media social media marketing is
to be used under direct marketing where they easily communicate with customer directly
on global level and attracts high profitable results in long term survival. This also helps
firm to customized their services as per guest preferences.
TASK 3
Create integrated communication plan that meets communication objectives
Executive summary
The plan is created for The Lensbury Resort where they focused on communicating with
customers for encouraging their visit in resort. In this The Lensbury Resort is emphasis on
developing path to communicate with customers that create awareness in customer so that
overall sales are to be developed. This plan involves objectives, STP, budget and monitoring and
controlling.
Objectives
 Maximizing sales and revenues criteria by 5% in 15 months.
 Amplifying brand awareness by attracting more customers.
 Boosting customer base by 15% in 18 months.
STP
 Segmenting- It is first step that is related with segmentation where manager of The
Lensbury Resorts is divided into small segments according to homogenous nature. In this
they focus on demographic segmentation so that services are to be customized
effectively.
 Targeting- For developing the high customer base The Lensbury Resorts targets the
group of people who are excited to organize events within resorts and hotels. Therefore, it
helps in enhancing customer’s attraction and also they enjoy large customer base.
 Positioning- It is defines as those process where The Lensbury Resort need to focus on
market position by offering their services to customers. Therefore in this manager of the