Analysis of Integrated Hospitality Marketing Communications Strategies

This report provides an in-depth analysis of integrated marketing communications (IMC) within the hospitality sector, focusing on the Island Beach resort as a case study. The report begins with an introduction to the importance of marketing in the hospitality industry and the various channels available, including online channels, social media, websites, and mobile applications. It then delves into the evaluation of an IMC plan, specifically examining channel choice, communication strategy, and creative content. The report highlights the significance of digital platforms like Facebook and Instagram, emphasizing the need for targeted messaging and concise content. The conclusion summarizes the various marketing communication channels and emphasizes the importance of coordinating and managing them effectively to achieve objectives like gaining a competitive advantage and increasing online presence. Recommendations include harmonizing channels and evaluating the results of individual marketing efforts to make necessary adjustments, ultimately improving the resort's ability to target its audience and market its services effectively.

Integrated Hospitality Marketing
Communications
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO 1.................................................................................................................................................3
LO 2 and LO 3.................................................................................................................................4
Covered in PPT............................................................................................................................4
Lo 4..................................................................................................................................................4
CONCLUSION AND RECOMMENDATION..............................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
For every company that operate in hospitality sector it is necessary to market their products
and services. this is done by using various marketing channels so that awareness is created
among people. However, the use of marketing channel depends on target audience. With proper
marketing it is easy to attract customers in effective way (Belasen. and Belasen, 2019). The
marketing communication tools are social media, sales promotion, advertising etc. this enables in
reaching target audience and promoting of products and services offered.
In this report will be described about different types of marketing channels and evaluation of
IMC plan on context of channel choice, communication strategy and creative content.
MAIN BODY
LO 1
P1 Several types of marketing channel that give various communication objectives
In hospitality industry there are various marketing channel that plays vital role to expand
the business of the Island Beach resort as they are aware about their products as well as services.
Mention below are various channel that are used for the small luxury report (Pinto. and Yagnik,
2017).
Online channel (PMS)
It is a software application for the operations regarding hospitality industry as well as
commercial rental properties. It aids to manage the functions of the small luxury resorts and hotel
as the marketing channel where consumers also books their hotel through using such
applications as they are also confirming their check in and check out as well as booked their
hotel online, Island Beach resort used such applications as it is very helpful for them to attract
the consumers as well as at the same time maintains goodwill (chultz, Chu and Zhao, 2016).
Social Media
Nowadays social media is one of most effective way to promote the products and service of any
firms. Social media plays a powerful role to attracts the consumers to the Island Beach resort as
it is very helpful to attract them to summer camps and several other seasonal camps
(Kandampully, Zhang. and Jaakkola, 2018). Social media is also helpful as people from every
age group is on the Social media, so they can target a large number of the consumers with
minimum cost by posting their events pics on the social sites as this helps to the people who are
actually looking for the holidays and parties. They are also target the become on the basis of their
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age group such as between 25- 45 as because this age group are more looking for holidays such
as just married couples and also such age group people are looking for family vacations. This
will also creates the goodwill of their firm as well as better presence within the market as people
are aware about the Island Beach resort as will not facing any problem while searching for it.
Online websites
Nowadays people are much aware about the places they want to go ,they search from websites
about all the information, it is also easy for the firms as online booking are easy and also
consumers review the services by reading the comments on their websites and rating of people
who were already visited within the Island Beach resort. Online websites are very useful within
the hospitality industry as these sites allows the consumers to provides all the information that
are required for the consumers. (Hyun. and Perdue, 2017)
Mobile application
These are the applications that are used by the hospitality industry as it is considered as
the best marketing communication channel, Island Beach resort is also using it is own mobile
application where they can provides their consumers service like booking confirmation and also
information about the firm. Their mobile application is also connected with other websites which
the book their Island Beach resort as firms can give commission to such sites (Kandampully,
Zhang. and Jaakkola, 2018).
Google Analytics
It is also considered as a measurement tool that aids the firms to measure the performance
as well as online advertisement for the online campaign. It represents that how firms is
performing on the online channels as well as also gives the accurate data are associated to the
marketing. With the help of the google analytic Island Beach resort also added their list that aids
them to evaluate the resort as well as lodging statistics resorts.
LO 2 and LO 3
Covered in PPT
Lo 4
P5 Evaluate IMC plan in context of channel choice, communication strategy, creative event
It is necessary to evaluate the communication plan so that it becomes easy to form goals.
So, on basis of it, changes are identified and made into plan. likewise, in resort the plan is
analysed on basis as below :
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Channel choice
with the help of the digital plan Island Beach resort will run their campaign on social
media platform such as Facebook, Instagram and other social media platform (Pinto. and Yagnik,
2017). It is also useful for the firm as it can easily reach out any age group people from this
platform as every age group uses such sites. At the same time Island Beach resort also know the
interest, so they act accordingly. There is one more benefit from the social media platform is that
they able to evaluate the data regarding the campaign as well as get information as how many
people know about their advertisement after its ends.
Communication strategy
It is a kind of the strategy where Island Beach resort will communicate the particular
messages that are based on their business. Island Beach resort also offers particular message that
is easy for understanding as people are also know that what Island Beach resort provide to them.
Firms will also identify the people whom they have to be targets and also they focuses on the
objectives that they have to gain by the marketing communication plan (Belasen. and Belasen,
2019).
Creative content
Island Beach resort will write their content in such a way that it is easily visible to costumers
and the points are in bullet including terms and conditions. Furthermore, the main content will be
written in black fonts. Also Island Beach resort will offers discount to consumers who take the
holiday plan package. The information written will be precised and clear so that it is easy for
costumers to understand (chultz, Chu and Zhao, 2016).
CONCLUSION AND RECOMMENDATION
It is summarised that there are various types of marketing communication channels such as
social media, mobile application, website which is used for marketing. the objective of resort is
to gain competitive advantage, increase online presence etc. they can use different channels like
social media, website in order to achieve their objectives. However, IMC plan is developed and
executed by resort. there are certain ways to evaluate them that is creative content, channel
choice and communication strategy.
Recommendation
The resort should harmonize their channels in such a way that there are able to coordinate and
manage all the marketing channels in an effective way.
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They can evaluate results of individual marketing channel and on basis of that changes can made.
This will help in marketing services of Resort in proper manner to target audience.
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REFERENCES
Books and journals
Belasen, A.T. and Belasen, A.R., 2019. The Strategic Value of Integrated Corporate
Communication: Functions, Social Media, and Stakeholders. International Journal of
Strategic Communication.13(5). pp.367-384.
Hyun, S.S. and Perdue, R.R., 2017. Understanding the dimensions of customer relationships in
the hotel and restaurant industries. International Journal of Hospitality Management, 64,
pp.73-84.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Pinto, M.B. and Yagnik, A., 2017. Fit for life: A content analysis of fitness tracker brands use of
Facebook in social media marketing. Journal of Brand Management.24(1). pp.49-67.
Schultz, D., Chu, G. and Zhao, B., 2016. IMC in an emerging economy: the Chinese
perspective. International Journal of Advertising.35(2).pp.200-215.
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