Integrated Hospitality Marketing Communication Report - Unit 33

This report analyzes integrated hospitality marketing communications, focusing on Island Beach Resort. It evaluates various marketing channels, including online websites, direct selling, and contextual advertisements, and assesses their effectiveness in achieving communication objectives. The report highlights the importance of online presence, creative content, and strategic communication. It also discusses the integrated marketing communication plan, emphasizing communication strategies, channel selection, and creative content. The analysis covers the establishment of customer relationships through effective channel choices and the integration of communication activities to meet marketing and communication objectives. The report underscores the need for continuous improvement in online presence and content to attract consumers and achieve business goals. The report also examines the importance of communication strategies, channel selection, and creative content within the marketing communication plan, emphasizing the need for integration and alignment with the resort's goals.

Unit 33 - Integrated
Hospitality Marketing
Communications

INTRODUCTION
Integrated hospitality marketing communication is an advance method to develop a unified
experience for consumers to interact with enterprise or brand. It comprises the all aspects of
incorporated hospitality marketing communication such as advertising, direct marketing and
social media. Integrated marketing communication particularly considered for hospitality
industry. Island beach resort situated on the Florida Gulf Coast with straight related by ferry or
boat. It engaged in many activities such as entertainment, recreational activities, dining, shopping
and tennis. This report will consist of the various types of marketing channels and how they
present communication principle within the hospitality organizations. This report will also
highlight the evaluation of the marketing communication plan linked with the channel choice,
and communication strategy. This report will also underline the communication objectives for
organization and explanation for integration and choice of communication channels. This report
will also include the integrated marketing communication plan that powerfully carries out
communication objectives.
MAIN BODY
LO 1
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations
It has been analysed from the case study that Island beach resort has been engaged in
making use of various type of promotional channels so that they can grow and also attract large
range of consumers. This has assisted the hospitality organization in attracting many customers
towards them. There has been a significant change in the use of marketing channels, it has been
analysed that various small and medium sized organizations have been involved in making use of
information and communication technology so that they can increase their profit and as well as is
been able to achieve the goals and objectives which Island beach resort has determined. The
different type of marketing channels which has been used by the hospitality organization
includes the following:
Listing up on online websites: It has been analyzed that Island beach resort in order to
attract more amount of customers. The referencing of online marketing channels was verified
and proved to be very good with Google, Bing, and Yahoo search engines. It has also been
analyzed that been linking on online websites was really affordable for all type of SME and has
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also provided with various options where they can get linked. This type of marketing channel can
be a major consumer generator for the Island beach resort which has been set up in Florida. It has
also been analyzed that hospitality organization like this has less idea of getting listed on online
websites (Larionova and Zaitseva, 2017). They have not kept a track record of the online listing
so their cost on online listing has been significantly lowered down. In the online listing on the
various famous websites, it has been analyzed that consumer are being provided with all
information related to the beach resort. Various type of discounts and exciting offers are also
being updated on regular basis on the online websites to which Island beach resort has been
linked with. Adding all the necessary information over there it has been analyzed from the case
study that there has been no integration with the correct personnel. It is really necessary for firm
to be engaged in keeping a track upon the information that has been uploaded on the websites.
The Island beach resort can also be engaged in providing employees with necessary training
related to the maintaining the information and track record on the online websites. This will
assist the hospitality organization in growing and achieving objectives. The resort web page also
had the option of visiting the websites where the consumers can find out more information. This
will also help customers in solving out their queries related to the hospitality organization. It will
help the small and medium sized organization in growing.
Direct Selling: In this Island Beach resort can be engaged in promoting their company
through direct selling. It is that type of marketing promotional channels where the sales have
been done to the limited audiences. It has also been analyzed from the case study that Island
Beach resort is been involved in making use of direct selling. In this the hospitality organization
is been involved in directly targeting the customers. In the direct selling activity, the company
has been engaged in providing consumers the information about various type of recreational and
entertainment activities that has been carried out in the hospitality firm. The Island beach resort
managers are also being engaged in providing the additional facilities which are available within
their firm. This has supported Island beach resort in growing and also achieving their goals as
well as objective. This type of marketing channels has helped the hospitality organization in
easily promoting their products and services (Gerdt, Wagner and Schewe, 2018). It has been
evaluated that making use of this selling activity was really necessary for the growth of
hospitality organization. Direct selling has also been helpful for the Island Beach resort has it has
personal touch. The employees were being able to take the feedback from consumers with the
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help of direct selling and they were able to bring changes in the working of hospitality firm
which was really necessary for their growth. This approach has provided various benefits to the
firm and adoption of it was really successful. The firm was being able to attract large range of
consumers and also it was really necessary for the growth of the firm. They were being able to
achieve objectives.
Using Banners and other contextual Advertisements: The Island beach resort has been
successfully able to make use of internet and drive the market towards them. Hospitality
organization has shifted their focus from traditional marketing to digital marketing. It has been
analyzed from the case study that firm has been engaged in making use of banners and other
contextual advertisement. They have been able to lay clear focus on their consumers with the
help of online marketing. It is one of the most important marketing channels which was really
necessary for the firm so that they can attract large range of consumers towards them. The
hospitality firm was also being engaged in doing the contextual advertisement listings. This has
assisted the Island Beach resort in taking the feedback from the consumers with the help of
emails. It assisted the hospitality organization in bringing changes in firm as per the customer’s
feedback. It has also been analyzed that the firm has been involved in promoting the services of
the company with the help of social media channels. This has assisted them in attracting large
range of consumers and also it has helped the Island beach resort in growing and achieving the
goals and objectives. The hospitality firm has also been involved in making use of the online
distribution so that they can target large amount of audience. This has helped the small and
medium sized organization in achieving their set target and also assisted them in growing.
LO 4
P5 Integrated marketing communications plan
It has been analysed that Island Beach resort has been engaged in making use of the
integrated marketing communication plan (Semeradova and Vávrová, 2016). This plan has
assisted the hospitality firm in achieving marketing as well as communication objectives. In this
while implementing the plan organization needs to ensure that there has been a proper integration
between communication activities as well as promotional activities. Island beach resort needs to
ensure that the channel of communication is really strong and is been integrated with their set
goals and objectives. This marketing communication plan will help firm in growing and
achieving their set target. It can be observed in the following manner:
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Communication Strategies: It has been analyzed that Island Beach resort has been engaged
in making use of various type of communication strategies so that they can interact with their
consumers. It has been analyzed that the hospitality organization has been engaged in making
use of the direct selling method which is one of the most appropriate method of having an
interaction with the consumers. This has assisted firm in growing and also achieving their goals
and objectives as direct selling method has personal touch which is really beneficial for the
organization. It has also been evaluated that the Island Beach resort has also been able to make
use of the online medium of marketing such as project management system. It has helped the
firm in integrating the data which is really useful so that the needs and demands of consumers
can be met and also firm will be able to grow. The consumers of the hospitality organization
have also been provided with the options to provide their feedback on the online channels where
company has been listed. It has been analyzed that making use of contextual advertisement and
banners have also enhanced the communication and also they will be able to make clear to the
audience about the additional services which has been provided by the firm. This has also
assisted then in growing and achieving the goals and objectives. The major work that the
management of the resorts needs to do lies in the improvement of the online and digital presence
where strategies like search engine optimization i.e. SEO etc. It is really necessary for the
hospitality organization to develop their communication strategies so that the needs and demands
of consumer can be met out. It will also help the firm in growing.
Communication Channel selection: It has been analyzed from the case study that
previously the Island beach resort was been engaged in making use of the traditional channels.
Then the company has switched to the online channels. The selection of online channels was
quiet appropriate. They were searching for those medium which were less expensive so that the
business performance of firm can be increased and also operational efficiency of the Island beach
resort also gets improved (Ettinger and et.al., 2020). The hospitality organization has also made
use of social media channels and online websites so that they can communicate with the target
customers. They have been engaged in tracking the feedback with the help of emails. This has
assisted the Island beach resort in enhancing the quality of services provided by the firm. It has
bene analyzed from the case study that on online channels, the firm was been able to provide
accurate information to consumers which has increased the satisfaction level of consumers. It has
been analyzed that the Island beach resort also needs to do their improvement on the selection of
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channels so that better integration and management of consumers can be done. This will assist
firm in growing.
Creative Content: It is really necessary for the Island Beach resort to make use of creative
content when they are being advertising with the help of online channels. In this the marketing
manager needs to be engaged in segregating the information which is important and must be
provided to the consumers (Songur, 2018). This will assist them in attracting large amount of
consumers. It has been analyzed that the online websites that has been made by the hospitality
firm must be creative like firm can make use of graphics and other illustrators so that the
consumer can be attracted and profitability of firm can be increased. This will also help the firm
in achieving the set goals and objectives. They also need to ensure that the content which has
been posted online do not hamper the beliefs of any other person.
TASK B
(Also Covered in PPT).
LO2
P2 Communication objectives and justification regarding the appropriate channel selection and
integration
As per the case study, the Island Beach Resort has been opted effective channel that helps them
to achieve their objectives such as:
Establish customer relationship
It is important fro island beach resort and customer relationship is very essential for all
organization. It is use of online platform so it is maintain relationship with their clients in resort.
It is essential that many offers are provided that at the discount rates and share man packages
related to the customers.
Stimulate interest
It is essential objectives of hospitality organization and it is maintain the target audience by
promoting many websites, trip advisor etc. so customers can be analysis of their brand and it is
sells to all users in the market. Resort is organize many events reacted to the celebration so it is
influence of many audience (Porcu, Del Barrio-Garcia and Kitche., 2017). It is main objectives
of resort. It is includes many features so it is helpful for all customers.
Develop repeat purchase behavior
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This is main objecti9ves of hospitality organization and it is help the island resort to get repeated
island from the same guest.
Develop leads of sales
It is important for the island resort and it is implementing, many effective measure so it is useful
for company (Baker and Magnini., 2016). If the effective sales are not operated then the
management of the resort can work on implementing man strategies and effective sales are
granted.
P3 Justification for the integration and selection of communications channels
These channels of communication is important and it selected by the Island beach resort
because of many reasons:
Build and increase the trust
It is important point for communication channels and consumers today are aware of many
strategies that are used in business. Island resort needs to i9ntegrate many messages and is it
delivering for constant rate so it is helpful to gain their trust (Gursoy., 2017).
Effectiveness of cost
This is essential part of communication channels and it is creating asset on the many platforms
such as graphics and other essential resources such s money. This Way Island resort it will save
many other resources.
Eliminates confusion
All marketers are misunderstood that contents and deliver the wrong message which is changes
in the whole market (Ieong and Lam., 2016). They will use email and some of it will take from
newspaper so it is helpful for uploaded for much different way. The island resort as they were
not able to understand many reasons and behind the content top implant it.
Top of Mind
If the message formed by the marketers is uniform then it will be a powerful tool. It will
enhance the awareness of the brand and increase the trust of the company. This integration of
communication will be able to make them consider and remember the Island Beach Resort.
Internal morale
In order to conduct a campaign and It is required that they keep an eye on their
employees so that they can take the use of their talent and skills and puts them combined with a
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clear communication so that it can be successful (Oluwafemi and Adebiyi., 2018). It will also
help the Island Beach Resort to motivate them and boost their morale as they will be able to see
how team work is beneficial for the company.
P4 Marketing communication plan
Situational Analysis-
It will cover both the internal and external analysis of the market. Internal analysis will
highlight many issues which happen inside the resort. The capability of the resort must be high
so that they can implement the program. This way they will be able to review the promotional
activities of the program, its success or failure. This is because analysis will help the Island
Beach Resort to get the advantages and disadvantages of working on the functions that are used
for promotion (Bojanic and Reid., 2017). It is external analysis will help the resort to get the
details of the current market that they are maintain their operations in. Factors which attract and
factors which repels will be assessed. This will help them to take out the figure of the target
audience. This will help to set them with the right image. This aspect will go in depth to take out
the competitors of the resort.
Budget determination-
This aspect will assess the many activities on the basis of the budget that is decided by
the management of the resort. After that focus will be on the allocation of the funds. The
procedure of budget determination will involve selecting the approaches of budget that integrates
them. Budget of the aspect is tentative (Kharouf AND et.al., 2019).
Developing the integrated marketing communications program-
Decisions taken are based on the basis of role and it is essential of each element so that
they can coordinate with each other. All aspects of promotion have its set of objectives and a
specific budget is fixed for them. It is necessary to take decisions so that stages of activities can
be preceded further.
Mentoring, evaluation and control-
This stage determines the aspect of promotional tools with the integration of
communication objectives so that resort can achieve its overall objectives of marketing. This
stage focuses on getting the feedback constantly which states the effectiveness of the
activities(Valos and et.al., 2016).
Analysis of communication process-
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This stage is concerned with communicating effectively with the consumers that are in
their target market. It also involves the decision regarding communication so that various sources
and the channel factors can be used (Watson., 2017). Analysis is done for the aspect of
advertising messages so that its suitability can be taken out.
CONCLUSION
From the above report, it is summarized that the Island Beach Resort requires creating
their attractive online website to increase their customer base. It is essential for the organization
to focus on many other tools that Resort use for advertisement as all of them require support and
determination so that the operational activities of the organization can be improved. It is also
concluded that the Island Beach Resort should have to adopt an effective marketing
communications which is essential for them so that they can identify all the areas which can
influence their operations. It is also necessary that an organization also work on improving and
enhancing the service quality that they provide and also work on developing the strategies they
adopt requires to be reviewed. All these improved strategies assist the Resort to take out the
differences in the process and implement the essential changes accordingly. This is the effective
option that can use by the organization to target their customers and serve them according to
their desires and needs and also increased repeated sales from them. This will helps the Island
Beach Resort to achieve high success and reputation in the entire market. After considering the
all factors, Island Beach Resort must have to take their accordingly so that they can satisfy their
client’s needs and desires.
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REFERENCES
Books and Journals
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Hospitality Industry: The Customers’ Perspective. Journal of Travel Research,
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Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to assess Internet marketing
communication within hospitality industry. Tourism Management Perspectives, 20,
pp.276-289.
Gerdt, S.O., Wagner, E. and Schewe, G., 2018. Communication of Sustainability Efforts in the
Hospitality Industry–How do small hotels act?. Marketing Sustainable Tourism
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Larionova, A.A. and Zaitseva, N.A., 2017, December. Using the Information and Communication
Technologies in the Hospitality Industry Enterprises’ Strategies’ Implementation.
In Perspectives on the use of New Information and Communication Technology (ICT) in
the Modern Economy (pp. 229-237). Springer, Cham.
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Porcu, Del Barrio-Garcia and Kitche., 2017. Measuring integrated marketing communication by
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building the constituency model for hospitality marketing. International Journal of
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Gursoy., 2017. Routledge handbook of hospitality marketing. Routledge.
Ieong and Lam., 2016. Role of internal marketing on employees’ perceived job performance in an
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Oluwafemi and Adebiyi., 2018. Customer Loyalty and Integrated Marketing Communications
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Kharouf AND et.al., 2019. The role of effective communication and trustworthiness in
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Valos and et.al., 2016. Exploring the integration of social media within integrated marketing
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