Detailed Integrated Marketing Communication Plan: Hospitality Sector

This report provides a comprehensive analysis of integrated marketing communication within the hospitality sector, using the Langham resort as a case study. It assesses current marketing communication situations, identifies key marketing channels, tools, and methods. The report delves into how marketing channels add value and serve communication objectives, supported by specific examples. It also outlines communication objectives for a given hospitality scenario, justifying channel selection and integration. Furthermore, the report evaluates the application of communication objectives within the marketing communication mix and hospitality business objectives. It culminates in the creation of a detailed integrated marketing communication plan, complete with tactics and SMART objectives, and a review of content design, communication strategies, channel choices, and creative content. The report concludes with an evaluation of the plan's monitoring, impact, and provides recommendations for maximizing revenue and achieving business and communication objectives.

Integrated hospitality
marketing communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Assess that in which manner marketing channels of communication are integrated within the
range of organizations of hospitality to add value and increase resources making use of the
marketing models into critical manner........................................................................................4
Describe through judgments about how channels of marketing add value with support of
particular hospitality examples for demonstrating that in which manner they serve the
objectives of communication......................................................................................................5
Design the objectives of communication for the given hospitality situation of organization and
provide justification for selection and integration of channels of communication chosen.........5
Assess the application of objectives of communication into context of marketing
communication mix and the hospitality business objectives ....................................................6
Create a detailed integrated marketing plan of communication which appropriately integrates
multiple communication channels which has tactics and SMART objectives to meet the
overall marketing and business objectives..................................................................................6
Produce and design content appropriate to the channel and communication objectives............7
Determine the strategies of communication which can be used to support into context of
achieving objectives and it also include medium or media and channels to use........................8
Evaluate the integrated communication plan of marketing into context of communication
strategy, channel choice and creative content.............................................................................8
Review and critique the success of monitoring and impact of the integrated marketing
communication plan....................................................................................................................9
Provide justified and appropriate recommendations for improving the integrated
communication marketing plan for maximizing revenue and successfully meet the business
objectives and communication as well........................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the functioning of a business entity, the application of integrated hospitality marketing
communication is considered as planning in order to communicate with key customers (Bruhn,
and Schnebelen, 2017). The application of marketing communication in hospitality includes
focus on application of digital and traditional marketing approaches which are beneficial for
business growth and expansion. The project includes example of Langham resort which is
historically performing operations in the hospitality sector since 150 years. The Langham hotel
and resort is also located in Portland, London which provides crucial services to customers. The
Resort is famous for its legendary heritage that consists of valuable guests and innovation from
Europe's first grand hotel and it was opened in London in the year 1865. In the recent times,
the Langham resort continues to be a major icon for London with a major six bedrooms sterling
suite in the primary stage and also there is a major club and lounge in the resort. This project will
include a brief analysis of contemporary marketing communication situation. The report will
cover present marketing communication situation and different channels related to resort and
main tool methods. The project will also include description of goals and objectives of
communication which can be applied in a given organizational situation. The report will also
include focus on development of a marketing communication plan into context of
communication strategy and voice of channels.

MAIN BODY
Assess the communication of current marketing situation and channels of the resort, identifying
the channels, tools and the methods in use
In the functioning of a business entity, the marketing communication is termed as major
technique which focus on circulating business information to customers. In marketing
communication, the main function of a business is to focus on selecting appropriate channels.
The digital marketing is one of the major support to marketing communication which helps in
performing quick and accurate operations (Butkouskaya, Llonch-Andreu, and Alarcón-del-Amo,
2021). The marketing communication includes different aspects like promotion, advertising,
direct marketing and sponsorship. The current trends in marketing communication plan includes
usage of platforms like You Tube, Instagram and Facebook. According to the analysis of present
situation, Langham resort apply digital marketing strategy to evaluate best results.
Mostly the Langham resort selects information and technology based marketing
operations in order to reach large number of customers. The creation of website has also helped
and supported resort's marketing management. Resort also provides online bookings which are
helpful in supporting customers to book resort and its services accordingly. The Langham resort
also offers an application to customers which is available on online platforms like Google Play
Store and Apple Store to book the resort. The major channels which could be used by customers
support the company to maintain effective marketing based operations. As a traditional
marketing approach, the resort also provides direct booking solutions to major customers.
Assess that in which manner marketing channels of communication are integrated within the
range of organizations of hospitality to add value and increase resources making use of the
marketing models into critical manner
The key channels of marketing communication helps the business entity to develop
systematic and precise approach at the marketplace. It is major role of a business to support key
operations with more accurate approach in selecting marketing channels. The value addition and
development is one of the key factors which could be considered by a business entity in order to
increase goodwill and reputation of business (Gómez, Lopez, and Molina, 2019). The marketing
channels perform specific operations in order to deal with major customers by establishment of
relationship. These tools are effective in development of focused relationship which helps the
business to create value development. Through these channels, Langham resort is also able to
take feedback from different customers which helps in development of several modifications.

After considering the feedback from major customers, business entity is able to perform key
operations in a precise manner. The professionalism is one of the major factors which includes
development of key approaches that are beneficial in marketing development. Digital marketing
channels are also helpful in increasing chances of competitive growth and value development as
they develop attractive and precise advertisements (Hu, and Olivieri, 2021). The main role of
marketing department of a company is to analyse key strengths of channels to create or increase
value. In the hospitality sector there are various approaches which helps the business entity to
formulate key strategies related to channels.
Describe through judgments about how channels of marketing add value with support of
particular hospitality examples for demonstrating that in which manner they serve the
objectives of communication
In the hospitality sector adding value with the help of marketing techniques that are
important for adding value to a business. Adding value to a business is primary function of
Langham resort by adopting major tools and techniques. The communication objectives of
company should be achieved by an organization with the help and support of principles of
marketing. The marketing communication adds value to a business by increasing the chances of
information in a professional manner (Llopis-Amorós, Gil-Saura, and Fuentes-Blasco, 2019).
Knowledge and awareness related to marketing operations is also enhanced with the help and
support of marketing communication based techniques. It is one of the most crucial functions of
a business to analyse external and internal environment based factors to justify application of
marketing communication plan. Major social media platforms are used by Langham resort to
increase promotion of its services and products.
Design the objectives of communication for the given hospitality situation of organization and
provide justification for selection and integration of channels of communication chosen
The communication objectives are most essential targets of a business which helps it to
lead the competition. It is one of the major roles of a business entity to analyse the objectives of
communication for better supporting business functioning. The communication objectives of
Langham resort are mentioned below:
 Information- The circulation of product information is most essential objective of
marketing communication. In passing the information, it is essential for the business
entity to take help of ethical approach. The information should be developed with
primary focus on marketing objectives of business entity. In the social media channels

selected by business entity, development of focused operations will be there to pick out
crucial information.
 Control- Control is one of the most crucial factors which helps a business to monitor and
supervise various operations. It is one of the major roles of marketing department of Lang
ham resort to focus on controlling business operations in a more stable manner. The
control on social media channel advertising is necessary to be developed and formulated
by business entity.
 Motivation- The motivation is one of the most important part of communication plan
which increases customer and employee participation (Pisicchio, and Toaldo, 2021). In
the recent times, marketing professionals develop motivation as a major communication
objective.
 Emotional expression- The emotional expression are considered as major type of
gestures which are to be acknowledged by marketing department. It is one of the major
duties of a business to develop a systematic approach in order to understand the
emotional perspectives and expression of key customers. Major business organisations
focus on emotional expression of customers to support channel based marketing.
Assess the application of objectives of communication into context of marketing communication
mix and the hospitality business objectives
The communications mix involves all the tools you use to communicate with
organisation's customers or potential customers. Application of communication mix includes
direct marketing, internet marketing, sales promotion and public relations. These functions are
effective in development of systematic approach which is beneficial in development of company.
The Langham resort is applying communication mix in order to achieve key targets and goals
related to market development (Porcu, del Barrio-García, and Crespo-Almendros, 2017). In
order to best practices related to communication mix, it is essential for the business entity to
develop focused supervision and control. The business objectives are achieved with the help of
communication mix and its development.
Create a detailed integrated marketing plan of communication which appropriately integrates
multiple communication channels which has tactics and SMART objectives to meet the
overall marketing and business objectives
The application of marketing plan is most essential for a business in order to achieve set
targets related to sales and development. In the hospitality sector many international and national

companies apply the marketing mix to achieve majority of objectives. The analysis of marketing
plan for Langham resort is mentioned below:
 Market research- In the marketing plan market research and survey are counted in the
primary stage. The market research is also beneficial in increasing chances of business
growth and development by understanding needs of customers. Langham resort will take
into consideration, conducting a market survey in order to also know preference of the
customers.
 Planning and policy development- The planning and policies are important part of
organisational growth. In the marketing plan this helps in increasing chances of business
expansion and minimising risk associated with key operations. In order to strategically
plan its marketing approach, Langham resort will focus on policy development.
 Implementation-The most important stage in marketing plan is its implementation which
develops focused approach in managing key operations. The implementation of
marketing plan by Langham resort must be done with proper supervision and control to
achieve majority of sales targets.
 Review and feedback- This is the final stage in marketing plan which includes review of
whole plan. It is major responsibility of marketing management of the company to review
and analyse marketing plan in order to achieve majority of objectives (Rėklaitis, and
Pilelienė, 2019). The feedback is taken by management of Langham resort from customer
and employees to evaluate whole plan.
Produce and design content appropriate to the channel and communication objectives
The concept of product and design are essential for the business entity in order to achieve
key objectives. The product and design related concepts are explained below in order to compile
with channel and communication objectives:
 Product- Product is considered as final output produced by a company in order to
increase its sales. The products should be developed by a business entity with the help
and support of quality management in order to move ahead of its competitors. Majority of
companies in the global and domestic marketplace focus on product development with
innovation in order to provide precise content to customers by focusing on channels.
 Design- Design is related to branding in a business entity which includes primary focus
on product packaging. The design should be attractive and convincing to major customers

in order to achieve majority of goals and objectives (Šerić, and Mikulić, 2020). Key
functions of a business is to analyse the main factors behind product design and give
preference to marketing in order to achieve set targets and goals.
Determine the strategies of communication which can be used to support into context of
achieving objectives and it also include medium or media and channels to use
The communication strategies are most important for a business firm in order to develop
focused approach over marketing operations. The communication strategies are also helpful for a
business organisation in order to convince the customers for buying products. Main
communication strategies which are to be achieved by a business in order to develop
effectiveness are mentioned below:
 Convincing power- The convincing power of a business should be very strong in the era
of stiff competition between companies. In order to convince the customers, it is essential
for the business entity to use soft communication skills. If the customers are convinced,
then they will buy products and services which will automatically increase revenue and
profitability of business.
 Professional employees- It is important for Langham resort to hire professional
employees in sales department. The professionalism in employees will be beneficial in
increasing the chances of business growth and stability by convincing the customers.
 Latest tools and technologies- The marketing management should use information and
technology based plan in order to attract large number of customers (Šerić, Ozretić-
Došen, and Škare, 2020). The latest tools and techniques which can be applied by the
business entity could be use of advanced software and computer systems to perform key
functions and tasks.
Evaluate the integrated communication plan of marketing into context of communication
strategy, channel choice and creative content
The integrated communication plan is one of the most necessary element which is
required to perform desired operations. In order to dominate the marketplace, it is essential for a
business to select best communication strategy and channel choice. Langham resort will focus on
implementing the best communication plan to strategically lead the marketplace. The company
will take assistance of board of directors and other higher authorities to deliver best practices
related to communication plan. The communication plan will focus on taking into consideration

major elements of marketing mix for increasing chances of business success. The
communication plan will also include conducting a brief marketing survey to know the
preference and needs of major customers (Song, Ruan, and Jeon, 2021). Integrated
communication plan will also consider major benefits by formulating major strategies that are
essential for systematic growth. The communication plan will also take into account analysis of
major external and internal factors that are related to channel choice. In order to create creative
content, the business entity will take support of professional web designers and content creators.
Review and critique the success of monitoring and impact of the integrated marketing
communication plan
After successfully implementing the marketing communication plan, it is crucial for a
business to develop monitoring. The main role of management of a business is to develop
integrated marketing plan which is essential for supporting business activities. The monitoring of
the integrated marketing communication plan will be developed systematically by a business
organisation by using digital technology tools. These tools will be developed and used by IT
management and research and development department of the business. It is essential for the
business entity to analyse key strengths and weaknesses of marketing plan to develop and
evaluate future practices (Taecharungroj, 2017Turner, 2017). Marketing plan should be
supported by a business entity in order to gain success and achievement of desired objectives.
The monitoring should be done on regular basis in order to achieve all major goals and
objectives. Analysis of marketing tools and techniques is also beneficial for the business to
evaluate focused practices. The application of major tools and techniques related to monitoring
will also provide major results on effective basis. All business organisations including Langham
resort in the hospitality sector should implement best practices related to planning and
development which facilitates monitoring.
Provide justified and appropriate recommendations for improving the integrated communication
marketing plan for maximizing revenue and successfully meet the business objectives and
communication as well
In order to achieve major targets of the business organisation, it is essential for the
business entity to take support of recommendations. The integrated communication marketing
plan should be planned with professionalism in order to maximise the revenue and achieve set
targets. The main function of Langham resort is to discover chances of stability and growth by
following the mentioned recommendations:

 Using best websites for advertisements- The selection of famous and widely used
websites is very much essential for the business entity (Valos, Maplestone, and Ewing,
2017). In order to increase business stability and development, it is key role of marketing
management to select search engine optimisation based websites. In order to choose best
websites, the business entity will develop focus on key approaches of marketing.
 Creative content- In the tough competition era between different business entities, it is
essential for the business to focus on providing creative content. The creative content
related to website should be designed by experts in order to convince customers. Web
designing is a major tool which can be analysed by a business entity in order to promote
systematic development.
 Focus on marketing models and theories- It is highly recommended for Langham
resort to put emphasis on implementing major marketing theories. The business should
develop focused approach in managing operations with support of marketing theories
(Whitburn, Karg, and Turner, 2020). The key theories of marketing like Segmentation,
target, positioning, marketing mix and marketing channel model can be helpful for
business development of Langham resort.

CONCLUSION
From the above analysis it can be concluded that marketing channels are effective in
development of promotion of major products of company. This project concludes that in order to
increase chances of business growth and expansion, it is main role of marketing to apply focused
practices. The key advantages of marketing channels and development also include focused
practices which are helpful in business growth. This analysis concludes main models and
theories which are important for systematic development and growth opportunities related to
marketing channels. This project concludes that in order to lead the competition, it is essential
for a company to develop focused marketing communication plan.

REFERENCES
Books and Journals
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing.
Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., 2021. Inter-country
customer-perspective analysis of strategic antecedents and consequences for post-purchase
behaviour in Integrated Marketing Communications (IMC). Journal of International Consumer
Marketing, 33(1), pp.68-83.
Gómez, M., Lopez, C. and Molina, A., 2019. An integrated model of social media brand
engagement. Computers in Human Behavior, 96, pp.196-206.
Hu, L. and Olivieri, M., 2021. Social media management in the traveller's customer journey: an
analysis of the hospitality sector. Current Issues in Tourism, 24(12), pp.1768-1779.
Llopis-Amorós, M.P., Gil-Saura, I., and Fuentes-Blasco, M., 2019. Social media
communications and festival brand equity: Millennials vs Centennials. Journal of Hospitality and
Tourism Management, 40, pp.134-144.
Pisicchio, A.C. and Toaldo, A.M.M., 2021. Integrated marketing communication in hospitality
SMEs: analyzing the antecedent role of innovation orientation and the effect on market
performance. Journal of Marketing Communications, 27(7), pp.742-761.
Porcu, L., del Barrio-García, S.,and Crespo-Almendros, E., 2017. Do adhocracy and market
cultures facilitate firm-wide integrated marketing communication (IMC)?. International Journal
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Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
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Šerić, M. and Mikulić, J., 2020. Building brand equity through communication consistency in
luxury hotels: an impact-asymmetry analysis. Journal of Hospitality and Tourism Insights.
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing
communications influence customer–brand relationship outcomes?. European Management
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Song, H., Ruan, W.J. and Jeon, Y.J.J., 2021. An integrated approach to the purchase decision
making process of food-delivery apps: Focusing on the TAM and AIDA models. International
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Taecharungroj, V., 2017. Starbucks’ marketing communications strategy on Twitter. Journal of
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Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing.
Valos, M.J., Maplestone, V.L., and Ewing, M., 2017. Integrating social media within an
integrated marketing communication decision-making framework. Journal of Marketing
Management, 33(17-18), pp.1522-1558.
Whitburn, D., Karg, A. and Turner, P., 2020. The effect of digital integrated marketing
communications on not-for-profit sport consumption behaviors. Journal of sport
management, 34(5), pp.417-434.