Bowood Hotel: Integrated Marketing Communication Plan Report

This report provides an analysis of integrated marketing communication within the hospitality industry, using the case of Bowood Hotel, Spa and Golf Resort as a primary example. It defines communication and its objectives, emphasizing the importance of modernizing facilities, providing superior services, and meeting customer requirements. The report justifies the integration of communication channels through technology adoption, online media, and traditional marketing, highlighting technology adoption as particularly beneficial due to evolving customer preferences. It details an integrated marketing communication plan that includes email marketing, social media marketing, and creative content development. The report also examines customer decision-making procedures and the execution of the integrated communication plan, concluding that effective marketing is crucial for achieving organizational goals in the competitive hospitality sector. Desklib offers a range of study tools and resources for students.

UNIT – 33
INTEGRATED HOSPITALITY
MARKETING COMMUNICATIONS

TABLE OF CONTENTS
 Introduction
 Definition of Communication
 Communication objectives
 Justification for integration of communication canal
 Integrated Marketing Communication Plan
 Analysing customer decision making procedure
 Execution of integrated marketing communication plan
 Conclusion
 References

INTRODUCTION
The Hospitality marketing refers as capability of managers
to increase clients by maximising its qualitative amenities at
low price for encouraging end-users to consume to gain
high pleasure. The project is based upon “The Case of a
Small Luxury Resort: An Online Marketing and Distribution
Channel Dilemma.”

DEFINITION OF
COMMUNICATION
The capability of managers for doing conversation with
visitors for clearing their doubts and queries related with
hotel and resorts. It is essential for an organisation to meet
the demands of clients by providing them actual services as
their desires.
Lack in customer satisfaction:- The managers of Bowood
Hotel, Spa and Golf Resorts majorly face the issue for being
deficient in client fulfilment.

COMMUNICATION OBJECTIVES
 Modernise facilities:- The main aim for managers of
Bowood Hotel is to improve the various infrastructures such
as interior designing of rooms, furniture, electrical power,
escalator, etc., which attracts large number of customers.
 Superior services:- It is most important for managers of
Bowood Hotel to generate superior services for its
customers that provides high pleasure to them.
 Meeting the requirements:- This is most important for an
organisation to meet the basic requirements of customers
through supplying them superior services.

JUSTIFICATION FOR
INTEGRATION OF
COMMUNICATION CANAL
 Technology adoption:- It is the process that emphasize
directors to research on its competitors for analysing strategies
being adopted by rivalries.
 Online media:- The ability of managers to adopt social media
which focus on using electronic applications and softwares for
analysing the requirements of end-users that has to be fulfilled
efficiently.
 Traditional marketing:- The procedure for directors that is being
adopted to promote its services for target market with the motive
to maximise revenue and profitability ratios.

CONTINUE…
From the above mentioned various integration of
communication channel, managers of Bowood Hotel, Spa
and Golf Resort mainly focus on technology adoption. It is
highly beneficial among all these concepts as with the
increasing population growth, this develops advancement
and modernisation in the taste and preference of
customers. This describes that people are high consumers
of electronic items that leads them to update their
knowledge and demands.

INTEGRATED MARKETING
COMMUNICATION PLAN
The plan or scheme being adopted by managers of
Bowood Hotel for conveying its message and information
related with hotel to its clients. This is most important for
managers to improve their services by facilitating their
guests with qualitative amenities and monitoring the actions
of workforce for higher satisfaction. The managers of
Bowood Hotel emphasize on building good interpersonal
and public relations with end-users that leads to compete
with rivalries.

CONTINUE…
 Marketing with electronic mail:- The managers of Bowood
Hotel focus on promoting their activities to clients and updating
their knowledge with the amendments taking place.
 Marketing with social media:- Bowood Hotel managers
emphasize on advertising their tangible and intangible services
through online media which results in attracting large number of
end-users at same time.
 Marketing with creative content:- The managers of Bowood
Hotel focus on developing creative content or messaging
pattern for its customers to attract them through “captivating
taglines.”

ANALYSING CUSTOMER
DECISION MAKING
PROCEDURE
Bowood Hotel, Spa and Golf Resort managers identifies the
customers decision making procedure through analysing
their requirements and rating to satisfy their demands. This
is essential for directors to analyse the change in taste and
preferences of customers by building good relations with
them that creates opportunity to modify their services.

EXECUTION OF INTEGRATED
COMMUNICATION PLAN
The managers of Bowood Hotel, Spa and Golf Resort
execute this marketing plan for enlarging customers with the
motive to satisfy their demands. It furthermore focus on
meeting the requirements of end-users through providing
them facilities such as event organising and planning
wedding programs that leads to get together for large
number of clients.

CONCLUSION
From the above discussion it have been concluded that
marketing plays essential role in accomplishment of goals
and objectives. The Hospitality industry is highly focused on
integrated marketing communication that creates
opportunity for developing aggressive strategies that leads
to survive and remain stable at universal market.