Unit 33: Integrated Hospitality Marketing Communications Report

This report analyzes integrated marketing communications within the hospitality sector, focusing on the Island Beach Resort case study. It examines various marketing channels, including online websites, direct selling, and contextual advertisements, and evaluates their effectiveness in attracting customers and achieving communication objectives. The report emphasizes the importance of an integrated marketing communications plan, covering communication strategies, channel selection, and creative content development. It also addresses establishing customer relationships and stimulating interest through promotional activities and online platforms. The report provides insights into how the resort can improve its marketing efforts by integrating communication activities and promotional strategies to create a unified customer experience and achieve its set targets.

Unit 33 - Integrated
Hospitality Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations.................................................................1
LO 4.................................................................................................................................................3
P5 Integrated marketing communications plan...........................................................................3
TASK B...........................................................................................................................................5
LO2..................................................................................................................................................5
P2 Communication objectives and justification regarding the appropriate channel selection and
integration....................................................................................................................................5
P3 Justification for the integration and selection of communications channels..........................6
P4 Marketing communication plan..............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Integrated hospitality marketing communication can be considered an advance method to
develop a unified experience for consumers to have connection with better brands. It comprises
of various promotional activities such as advertising, marketing through social media. This
type of mainly 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 and also various other activities. Assignment has also showed the various
principles of marketing that needs to be followed by the hospitality organization Report will lay
emphasis on various channels of marketing. It will also lay emphasis on different type of
communication channels used. Study will lay focus on communication based marketing plan that
needs to be followed by organization.
MAIN BODY
LO 1
P1
It can be taken from the case study that the hospitality firm has been engaged in utilising of
various type of promotional channels in order to make them grow and also attract high number of
people. 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: In order to attract large range of consumers towards
themselves, hospitality organization is being involved in listing themselves up on various online
websites. It has also been analyzed that been linking on online websites was really affordable for
all type of SME and has 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
1

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. The details have been taken from the case study that Island
Beach resort is been involved in utilizing the direct selling. In this the hospitality organization is
been involved in directly targeting the customers. In the direct selling activity, the company has
made sure to give consumers the data about various type of leisure and entertainment facts 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 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.
2

Making use of advertisements that are contextual: Hospitality organization 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 organization has engaged in utilizing banners and other
contextual advertisement. They have been able to lay clear focus on their customers so that their
wants can be analyzed. It is one of the most important marketing channels which was really
necessary for the firm so that they can be able to perform better and gain success. 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. By this they have been able to grow and also hospitality
company has been able to earn high amount of profit. This has also supported them in gaining a
share in market which is really necessary. The hospitality firm has installed for themselves
various advanced tools related to 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
Case study has provided that hospitality organisation 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. This includes the following steps:
Communication Strategies: It is one of the most important step and hospitality company in
making use of various type of communication strategies so that they can interact with their
consumers. It can be said that company like these have also been included in direct selling
method which is one of the most appropriate method of having an interaction with the
3

consumers. It has helped hospitality firm like this in expand their business and also having
achieved set target and goals. direct selling method has personal touch which is really beneficial
for the organization. Various type of communication methods is being used by company so that
better relationship can exist between consumers and firm. 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. 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
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
4

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
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 for island beach resort and customer relationship is very essential for all
organization. It is use of online platform so it is maintaining 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 maintaining 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 organizing 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 including many features so it is helpful for all customers.
Develop repeat purchase behavior
This is main objectives 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.
5

P3 Justification for the integration and selection of communications channels
These channels of communication are 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 customers have the idea of the different
tools that are required in business. Island resort needs to integrate 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
In this marketers needs to be involved in lowering down the miss-understanding. 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 needs
to lay emphasis on reducing down wrong doing, top implant it.
Top of Mind
If the message formed by the marketers is uniform, then it will be a powerful tool. It will
help in increasing the knowledge of company and increase the trust of the company. They must
be involved in having sessions related to brain storming to avoid any confusion.
Internal morale
In order to conduct a campaign and it is really necessary to ensure that employees put
best practice for use, and puts them combined with a 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-
In this the threats which are being faced by hospitality firm is been analyzed and also it
helps in identifying the various threats and opportunities which can be faced by hospitality firm.
This way they will be able to review the promotional activities of the program, its success or
6

failure. It will help hospitality firm in laying emphasis on business and also on the functions that
are used for promotion (Bojanic and Reid., 2017). This type of information will be useful to get
the information related to present 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-
In this the organization needs to be involved in determining the budget which can be
useful for completion of task which is being prepared by firm. They must make sure that budget
is prepared adequately by determining all expenses and income so that set target can be easily
achieved by them. (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. In this they want to share decision which is made to
consumers so that these are been involved in targeting consumers.
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-
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
7

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.
8

REFERENCES
Books and Journals
Ettinger, A. and et.al., 2020. The Desirability of CSR Communication versus Greenhushing in the
Hospitality Industry: The Customers’ Perspective. Journal of Travel Research,
p.0047287520930087.
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
Products, p.78.
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.
Songur, A., 2018, June. Reviewing CSR Promotional Communication Strategy in Hospitality
Industry: Analyzing A Case Study. In Global Conference on Business and Economics
(GLOBE 2018).
Porcu, Del Barrio-Garcia and Kitche., 2017. Measuring integrated marketing communication by
taking a broad organisational approach. European Journal of Marketing.
Baker and Magnini., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management.
Gursoy., 2017. Routledge handbook of hospitality marketing. Routledge.
Ieong and Lam., 2016. Role of internal marketing on employees’ perceived job performance in an
Asian integrated resort. Journal of Hospitality Marketing & Management, 25(5), pp.589-
612.
Oluwafemi and Adebiyi., 2018. Customer Loyalty and Integrated Marketing Communications
among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria. Journal
of Competitiveness, 10(3), p.101.
Bojanic and Reid., 2017. Hospitality marketing management. Wiley.
Kharouf 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.
9

Valos and et.al., 2016. Exploring the integration of social media within integrated marketing
communication frameworks. Marketing Intelligence & Planning.
Watson., 2017. How engineering consultants should communicate with their clients: an Integrated
Marketing Communications (IMC) perspective. Australian Journal of Multi-
Disciplinary Engineering, 13(1), pp.47-69.
10