Evaluating Marketing Channels for Kimpton Seafire Resort Communication

This report examines integrated marketing communication within the hospitality industry, using the Kimpton Seafire Resort as a case study. It begins with an introduction to integrated marketing communication and its importance in the success of a business, emphasizing its strategic and customer-centric approach. The report then evaluates various marketing channels, including direct marketing, pay-per-click marketing, social media, email marketing, website, content marketing, and word-of-mouth marketing, and explains how these channels serve the communication objectives of the resort. The report further analyzes the Kimpton Seafire Resort's communication strategy, channel choices, and creative content, critically evaluating their effectiveness in enhancing brand image and reaching potential visitors. The report concludes by summarizing the key findings and emphasizing the significance of effective communication in the hospitality sector. The report highlights the importance of creating a strong brand image, influencing customer behavior, and establishing positive customer relationships through well-executed marketing strategies.

Integrated Hospitality
Marketing Communication

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
Evaluate different types of marketing channels and how they serve communication objectives
for the resort...........................................................................................................................1
Critically evaluate the hospitality case study involving communication strategy, channel
choice and creative content....................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated marketing communication is the process that plays the vital role in the success as
through this the business would deliver all of its relative information in the market about the
different unique creation and innovation that is induced in their product and services. It will
improvise the better chance in the market so as to attract more customers either they are in reach
or not. It is basically a strategic and customer centric approach of the business and with this they
have worked by maintaining the focus that the appropriate information and content will get
circulated in the market (Anabila, 2020). The marketing communication is being processed with
the support of information technology by which the adequate outcome gets conceived that
enhance the brand position of the resort in the marketplace. It is designed to specifically by the
travel and tourism to provide the better hospitality to the customers so as to go online marketing
that advance the reputation of the brand. This report is based on the Kimpton seafire resort that is
the luxury lifestyle resort on the seven mile beach at the Caribbean sea and features with the
balconies, airy rooms and studios, floor-to-ceiling windows, free Wi-Fi, flat-screen TV, minibar,
valet parking and any other advance services as well. The report includes different types of the
marketing channels as how they served the communication objectives for the resort as involve
the communication strategy, channel choice and creative content.
TASK1
Evaluate different types of marketing channels and how they serve communication objectives for
the resort
Marketing channels is defines as the path get followed by the business to perform the
different standard of marketing and with that the gap in between the customers and the company
will get filled. It is the procedure that facilitates the better exchange in between the different
products and services to the customers that either belongs from the similar place or from the
other places as well or covers the entire globe (Buhalis, 2018). The channels define the people,
organisation and the different activities that are necessary while transferring the goods ownership
through the aspect of production to the consumption. It is actually a manner through which the
products get to the users as from the specified distribution channel that has been selected by the
company. There are some of the different types of marketing channels that get followed by the
Kimpton seafire resort and are as explained below as:
1

 Direct Marketing: It is a marketing at where the business will sell their product and
services as through the modern sales as by making the individual agreement contact with
the customers (Butkouskaya, 2020). In this Kimpton seafire resort promote their services
in the market as by sending direct text or mails by which they easily get to know about
the changes that are implemented by the resort and it helps to modify the profit and sales
in efficient manner. In this the potential customer of the resort will get attracted for the
longer period of time and better awareness get spread in the market and imparts easy
access to the visitors that wants the similar kind of services.
 Pay-Per-Click Marketing: It is a marketing channel that is unbeatable juggernaut
majorly at the time where the customer has a lot of option in the market with more
absolute solutions. In this Kimpton seafire resort must get hired a agency that could
manage and operate the campaigns by which the affordability of the resort will get
enhanced. It is the most dominating force of marketing and gets supported by the Google,
Facebook and Instagram Ads and they help to get connect with the more of the users that
are more likeable towards the specific products and services. These all are the paid
services that allow intensifying the demand and making the effective introduction to the
potential customers.
 Social media: It is the biggest platform of the marketing world as in this the customer or
user actively takes participate and search different brand of their own choice interestedly.
The users are more downwards towards the usage of social media and that increasing
number will make their buying decisions by performing the research. Kimpton seafire
resort must offer the valuable opportunity to build the community relationship as where
behind the scene will get shared at their personal page that would leverage the worth of
the social media (Camilleri, 2018). In this the Kimpton seafire resort must get maintain
the focus towards gaining the trust and relation instead of the profit or sales and for this
the transparency will get maintained in parallel to professionalism.
 Email marketing: It is the best practices to get the direct response from the marketing
and thus Kimpton seafire resort adopted the most willing message that induce better
learning about the modified products and services that shows more benefits and profit as
well. It might be get complex as by covering the depth information thus resort must get
make it more personalised and make the perfect balance in between the segmentation and
2

triggered auto responders by which the relevancy will get maintained that increases the
chances of the effective conversation (Dewnarain, 2019). It is more require that content
must get short and include the subject line that give a reason to the user to click the
service.
 Own website: It is vital that business must get concerned about their marketing channel
as at their more of the customer will get interestedly learn more about the business and
the quick solutions and support the consumer to stick within the business for longer
period of time. Kimpton seafire resort must use this as a first impression that represent
the resort, products, service, brand in a better way. In this continuous site audit get
performed by testing the interface to improvise the ability of the pages and information.
 Content marketing and SEO: It is a usually a saving accounting and in this the valuable
result get collected that provides the compounding interest. The search engine
optimisation has produces the long term benefits and provides the effectual relationship
to build and lead capabilities. It demonstrates the authority and expertise that helps to
reach out to customer with that high quality result get attained. In this Kimpton seafire
resort ensure that their content is more actionable that accomplish the targets in timely
basis.
 Word of mouth marketing: It is always be most efficient channel of marketing that will
keep going on continuous basis (Gómez, 2019). It basically involves referral programs
and the motivating online review that is conducted at from different platform as like
LinkedIn, Google etc. In this Kimpton seafire resort ask question to the customer on
direct basis and collect the feedback as well with that make certain improvisation within
the business that develop more sales and effectiveness.
Kimpton seafire resort must get uses the communication so as to make the successful
connection with the customers by which long term sustainability will get maintained. The
communication objective is used by the resort to get target the specified group of people by
which the sales and productivity get enhanced with more perfection. The Kimpton seafire resort
work with the objective to make the attractive changes within the resort and for that market
research has been performed by which standardised objective get maintained that are as defined
below as:
3

 Create Services image: It is the basic motive or objective of the Kimpton seafire resort
with that they have served the better services to the customer and in this the event
manager will manage the two wedding venture that is more appropriate as per the choice
of the customer with that contain the effective strategy that helps to gain valuable
outcome (Inanc–Demir, 2019). The resort has induced new changes within the business
by which the easy and flexible access of the services will get maintained. It is targeted by
the resort so as they have promote different services of them as per their competitor and
by providing the attractive service attain the attention of customer that helps to improvise
the image of business.
 Assist customer behaviour: The Kimpton seafire resort always get focused and concern
about the need of their customer and in this it is needed that more clarity will get
maintain in between the service that are served to the customer as per their requirement
and need. It is more helpful as it bring a sense of satisfaction that support to make and
develop a healthy relation in between the customers. It is a objective through which the
behaviour of customer get influenced through the promotional priority that comes under
the advertisement that will proceeded with the communication.
 Ascertain customer relation: The suitable relation in between the customer will get
improvised as per the provision of services that is served by the resort and it improvises
the productivity and performance of the business (Kharouf, 2019). Kimpton seafire resort
always get focused on customer relation and for that used the direct marketing and take
their feedback as well that help to enhance the large customer base.
Critically evaluate the hospitality case study involving communication strategy, channel choice
and creative content
The communication strategy has been used to enhance the brand image with more
certainty and with this Kimpton seafire resort uses the different promotional tools by which their
reach towards the potential visitors will get enlarged. The communication objectives are used to
standardise the different changes through which the sales and profit of business get leveraged.
Kimpton seafire resort must get address the need of the customer and with this have manage the
creative briefs, strategic planning, budgeting, market research, campaign messaging, ROI,
audience segmentation and many other factor as well.
4

Communication strategy: It includes the different strategy that get used by the Kimpton
seafire resort so as to perform the marketing communication strategy with that the resort get
attained the successful result (Pearson, 2018). It is used to make the creative and innovative
adaptability and thus it is necessary that the resort has performed the consistent marketing.
Kimpton seafire resort uses the digital platform as like content marketing, social media,
promotional activities, pay per click from that the intensive output get generated that is always be
in favour of the business development. The strategy or plan will get used by the Kimpton seafire
resort and with this they have streamline the development through which the capability and
capacity of the services will get enhanced that induce the significant changes get produces that
increases the customer satisfaction.
Channel choice: The selection of the communication channel is being more effective and
with this Kimpton seafire resort must have select the most appropriate channel with that have
distribute the service with more perfection. Thus the Kimpton seafire resort choose the marketing
communication channel as like social media, own website and pay per click advertisement that
helps to make the suitable interrelationship with the customer. In support of this the larger
number of customer will get targeted with lesser period of instance that improvised the
probability of success and growth (Sahoo, 2018).
Creative content: It is the valuable basis and with this the Kimpton seafire resort must get
more concern about the specified amount of information that get provided and circulate in the
market so as the reach of the customer will get easier and comfort. The content must always be
précised and accurate and from that it is easy for the customer to make better and effective
understanding in systematic manner.
5

CONCLUSION
It has been concluded from the above report that the hospitality industry always get maintain
a focus towards the effective communication with the customer and with this have used to
transfer the certain information in the market for the relevant access of the customers. The resort
use the integrated marketing channel to distribute the suitable information by which the customer
will directly get attracted towards the business and have flexible accessibility of the different
offered services of the business.
6

REFERENCES
Books and Journals
Anabila, P., 2020. Integrated marketing communications, brand equity, and business
performance in micro-finance institutions: An emerging market perspective. Journal of
Marketing Communications, 26(3), pp.229-242.
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management, 71, pp.41-50.
Butkouskaya, V. and et. al., 2020. Inter-Country Customer-Perspective Analysis of Strategic
Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing
Communications (IMC). Journal of International Consumer Marketing, pp.1-16.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Dewnarain, S. and et, al., 2019. Social customer relationship management: An integrated
conceptual framework. Journal of Hospitality Marketing & Management, 28(2), pp.172-
188.
Gómez, M. and et. al., 2019. An integrated model of social media brand engagement. Computers
in Human Behavior, 96, pp.196-206.
Inanc–Demir, M. and Kozak, M., 2019. Big data and its supporting elements: Implications for
tourism and hospitality marketing. In Big Data and Innovation in Tourism, Travel, and
Hospitality (pp. 213-223). Springer, Singapore.
Kharouf, H. and et. al., 2019. The role of effective communication and trustworthiness in
determining guests’ loyalty. Journal of Hospitality Marketing & Management, 28(2),
pp.240-262.
Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner guide identifying
requirements for an integrated social marketing communication campaign. Social
Marketing Quarterly, 24(1), pp.45-57.
Sahoo, K.C., 2018. The influence of social media marketing on customer satisfaction in
hospitality industry. Journal of Tourism Challenges and Trends, 11(1), pp.31-48.
7