Comprehensive Integrated Marketing Communication Plan for Hospitality

This report delves into the realm of integrated marketing communication (IMC) within the hospitality sector, focusing on the Ambrose Hotel and Island Beach Resort. It begins by examining the evolving landscape of the hospitality industry and the significance of effective marketing channels. The report outlines key communication objectives, emphasizing brand awareness, showcasing amenities, and establishing a strong online presence through website development and social media engagement. Justifications for adopting an IMC approach are provided, highlighting the benefits of digital marketing, event promotion, and customer relationship management. The core of the report centers on an integrated marketing communication plan, detailing the identification of marketing channels such as email marketing, content marketing, and social media marketing. It further explains the steps involved in developing and implementing the plan, including understanding customer decision-making processes. The report concludes by emphasizing the importance of research and strategic decision-making in the successful application of marketing channels within the hospitality industry, supported by relevant references.

Integrated Hospitality
Marketing Communications

INTRODUCTION
Hospitality sector is changing drastically and new
businesses are entering into market. Marketing channel
is defined as way or path which is used by organisations
or marketers to carry out their marketing activities.
Ambrose hotel, a traditional hotel headquartered in UK.
The hotel was set in 19th CE and is known for its
traditional pub and varieties of dishes. As the
competition is rising at rapid scale, hotel has adopted
market channels so that they are able to carry out
functions and operations in proper manner (Finne,
2017

P2 COMMUNICATION OBJECTIVES
To design and adopt the communication channel as well as to meet all the
demand requirements of Island Beach Resort first need is to analyse the objectives
towards which this IMC will focus. Below mentioned are all those objectives on which
the marketing communication plan is going to be focused-
• The important objective of communication plan developed is to make the target
audience of chosen hotel aware about the existence of this resort and their services.
• Another that plan is to be fulfil is make the customers aware about various amenities
which are provided by Island beach resort so that the customers can compare it with
the other options available for their holidays and effectively choose it over its other
competitors.
• They need to develop a good website or e-commerce for organisation with a number
of keywords so that customers do not have to search a lot while looking online for
resort information. Thus will help Ambrose resort to access the target customer at
wider scale (Světlík, 2017)

• They should also make their presence as well as activeness on social media
platforms to attract them towards the facilities and experience which they
can provide.
• After analysing the above examined matter, it is seen that it is important to
achieve the objectives so that planning process is done accordingly.
Moreover, with help of these objectives it will be possible for them to make
decisions properly. When setting up with these objectives, evaluation is also
to be done so that it is easier for them to implement their strategies as well
as tactics accordingly (Valos, 2016).

P3 JUSTIFICATION
• Examining the current situation of Island Beach Resort, they are not using online and
social media marketing for communication of business and which makes them slow
in the industry as well as market. Digital media is an effective tool which is being
adopted by various businesses to spread brand awareness about their enterprise as
there is less cost involved &efforts required which provides great results as the reach
of this tool is national as well as international (Patti, 2017).
• There are ample number of events, sports and other activities provided by selected
hotel which is Island Beach Resort. When adopting the communication as online way
hotel can use the pictures of their ambience and other things which will attract more
and more customers for their business.
• This will also provide them to maintain good relationship with customers once they
have effectively used services of resort. Maintaining good relationship with
customers can make them loyal towards brand. It will also help in persuading
customers in future. As they can suggest about services provided by resorts to their
colleagues and family which will assists them in increasing revenues and profitability
and also productivity of firm.

From the above stated paragraph it is analysed that it is necessary for
firm to focus on above specified justification so that they are able to
run their business in most effective manner. Also, it is essential to
have a deep knowledge of marketing channels so that appropriate
decision making is adopted by everyone. It also saves the time and
assists them in using the resources in appropriate manner. Moreover,
It is crucial to analyse the stated situations so that correct the
marketing channels are used in most efficient manner (Porcu,
2019).

P4 INTEGRATED MARKETING
COMMUNICATING PLAN
Integrated marketing plan is crucial as it help organisation to make decision in
their business effectively. In relation with Island Beach resort, it is crucial to have the
proper planning for business as because without planning it is not possible for them to
achieve the goals of entity. Thus, when implementing or initiating it is necessary that they
focus on their effective planning. Further, it is also needed that they properly follow these
steps in planning process to achieve goals of their enterprise (Liu, 2017).
• Identify the marketing communication channel- In this step, it is crucial to identify
the marketing communication channel so that how the product and message is going
to be market are examined. So, there are various marketing channels and which are
explained below-
• E-mail marketing- This is a way of channel in which information is being transferred
to the right customer regarding products and goods of hotel. It the safest and fast way
of delivering and communicating the message regarding the product to the targeted
audience.

• Content marketing- Another form of marketing channel is that using of content
marketing for the awareness of organisation. It is also used at larger level by many
companies for their marketing of products. With help of this channel of method, it
becomes easy for business to make appropriate decision.
• Social media marketing- Then comes the SMM, in which cost incurred is high but is
most effective when firm wants to establish a relationship with customers.
• Develop marketing communication plan- The next is developing the MCP, which
helps business to execute their planning properly. This is achieved by examining as
well as analysing the customer demands and needs (Nasrollahi, 2018).

• Understand the customer decision making- When targeting
customers for business or product it is also needed to understand
end users buying decision making process so that they actively take
part in sales in funnel.
• Implement marketing communication plan- In this, it is essential
to implement proper strategies & tactics so that they’re then used in
MCP. It assists them in analysing the end users problems also
during the process (Padilla, 2016).

CONCLUSION
It is important to use the marketing channels in hospitality sector orange
business so that all the goals as well as object is active in a given period of
time. Furthermore, various types of communication channels have been
discussed which depicts that there are different types of tools which are
being used by companies for their marketing strategy and planning process.
Then it is also seen that IMC planning process has been in discussed at brief
which also shows that during the planning of communication plan focus is
to be on customer and other aspects so that correct measures adopted.
Hence, when using the marketing channels proper research is to be
conducted for the achievement of positive result and effective decision
making.

REFERENCES
Books & Journal:
Finne, 2017. Communication-in-use: customer-integrated marketing
communication.European Journal of Marketing,51(3), pp.445-463.
Světlík, 2017. Integrating online advertising into integrated marketing
communications.Marketing Identity,5(1/1), pp.206-215.
Valos, 2016. Exploring the integration of social media within integrated marketing
communication frameworksMarketing Intelligence & Planning.
Patti, 2017. Improving integrated marketing communications practices: A comparison of
objectives and results.Journal of marketing communications,23(4), pp.351-370.
Porcu, 2019. Analyzing the influence of firm-wide integrated marketing communication on
market performance in the hospitality industry.International Journal of Hospitality
Management,80, pp.13-24.
Liu, 2017.Representing a metric for marketing channels. U.S. Patent Application 15/306,301.
Nasrollahi, 2018. Designing a model for evaluating marketing channels based on the fuzzy
best-worst and fuzzy EDAS methods.Journal of Business Management,10(3), pp.695-
712.