Holiday Inn: Integrated Hospitality Marketing Communications Plan

This report provides a comprehensive analysis of integrated marketing communications within the hospitality industry, using Holiday Inn as a case study. It evaluates the current market communication situation, identifying tools, channels, and methods used by the resort. The report designs communication objectives, justifies the selection of communication channels, and produces content suitable for those channels and objectives. Furthermore, it critically evaluates an integrated marketing communications plan in relation to communication strategy, channel choice, and creative content, also reviewing the success of monitoring the plan's impact. The analysis covers aspects like social media marketing, advertising, word-of-mouth marketing, direct marketing, billboards, and telemarketing, highlighting their integration to maximize resources and add value. The report also delves into SMART objectives, background research, and the application of communication objectives in relation to the marketing communication mix and hospitality organization motives.

Integrated Hospitality
Marketing
Communications

Table of Content
INTRODUCTION.........................................................................................................................4
TASK 1...........................................................................................................................................4
P1Evaluate the current market communications situation and channels of the resort,
identifying the tools, channels and the given methods................................................................4
M1Critically analyse how marketing channels of communications are integrated with the
given range of hospitality organisations to add value and maximise resources making use of
marketing model..........................................................................................................................6
TASK 2...........................................................................................................................................6
P2. Designing communication objectives for the chosen organisation and justify the selection
of communication channels.........................................................................................................6
M2. Evaluation the applications of communication objectives related to marketing
communication mix and hospitality organisation motives..........................................................8
TASK 3...........................................................................................................................................8
P3. Design and produce content suitable for the channel and communication objectives..........8
M3. Determine the communication strategies which can help in attaining the objectives of the
company.......................................................................................................................................9
TASK 4...........................................................................................................................................9
P4 The critical evaluation of an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................9
M4. Critique and review of success of monitoring impact of integrated marketing
communication plan...................................................................................................................11
CONCLUSION............................................................................................................................12
REFERENCES............................................................................................................................13

INTRODUCTION
Integrated marketing is defined as the strategy for delivering a unified, holistic message in
various marketing channels which is used by the brand. It helps in providing the consistency
wherever customer basically choose to interact with a brand(Torres, 2020). Hospitality industry
is the highest revenue generating sector in UK as people having sufficient purchasing power in
order to avail the premium services for their satisfaction. For this respective report, Holiday Inn
is the chosen business organisation, it is the American chain of hotels which is based in Atlanta
and it is headquartered is in Denham Buckghamshire. The hotel has been established in 1952 by
Kemmons Wilson. They are offering lodging, food and beverage, meetings and conventions.
This report aims to explore the current market communications situation and channels of the
hotel and analyse the channels and methods for the same. Moreover, it will design the
communication objectives for the particular hospitality organisational situation and also design
and produce content appropriate to the channels and communication objectives. Lastly, it will
evaluate an integrated marketing communications plan in context to the communication strategy,
channel choices and creative content.
TASK 1
P1Evaluate the current market communications situation and channels of the resort, identifying
the tools, channels and the given methods.
Current marketing communication includes the direct advertising, branding, packaging and
printed material which is used for the promoting the brand in the target market. Current market is
using various trends and emerging methods for marketing so that they can sustain in the market
in long run. In context to Holiday Inn, various channels, tools and methods which are used by the
market communications situation are given further.
Following are the tools used by Holiday inn hotel are given below:
 Social media marketing: It is defined as the use of social media platform to connect
with the audience so that they can build the brand, increase sales and the drive the
website in the large market. Now a day, these are the important tool which help the hotel
to advertise its products and services in the market and ensures the good position in the
large market. In context to Holiday inn, they are using the social media marketing so that

they can attract the large group of people who use to travel and stay in hotels(Nicolas,
Kim and Chi, 2021).
 Advertisement: It is defined as the marketing tool in which a notice or the announcement
in the public is made in order to take the attention of the large audience and ensures the
higher sales and revenue from the brand. It can be done through display advertising,
video advertising, mobile advertising and native advertising. Holiday inn hotel can use it
in various means as per their products and services and the convince so that they can
ensures the large group can be attracted to their brand.
Methods of marketing communication:
 Word of mouth: It is the methods in which the individual use to give the review about
the products and services availed by them in a particular hotel. So this create more impact
on the choices and the preferences of the customer. People also believe more at the
perception or the review of the other person. In context to Holiday Inn, they are ensuring
the excellent experience of the guest so that they can give the positive review to the other
individual who is planning to visit the hotel.
Direct marketing: It is the type of marketing in which the marketer and the individual comes in
the direct contact while marketing. The marketer uses to sell its products and services to their
respective customer by going door-to-door. This is sometime a difficult method which would be
opt by the marketer. In context to holiday Inn, they are using this method in order to have the
dire contact with the people and understand their taste and preferences related to the stay and
food and beverage facilities(Brown and et. al., 2021).
Channels of marketing communications:
 Billboards: It is a large outdoor board for displaying advertisements. This is also known
as the hoarding through which people use to see about the new launch by the company
and the offers from the company. This helps in attract the large group of people a point of
time with the help of single advertising tactic. In context to Holiday Inn, they are using
this channel so that they can cover the large group of customer at a given point of time
and ensures higher revenue and profitability in the target market.
 Telemarketing: It a type of direct marketing of products and services to their prospective
customer over telephone or the internet. There are various types of telemarketing such as

inbound calls, outbound calls, lead generations and sales calls. In context to Holiday Inn,
they are ensuring this channel in order to have the better working within the organisation.
M1Critically analyse how marketing channels of communications are integrated with the given
range of hospitality organisations to add value and maximise resources making use of
marketing model.
In order to analyse the resources and the better performance of the company, integrated channels
of communication has been used as this helps in attract the large group of audience and
understand their taste and preferences as per the needs of the target market. Use of billboards,
telecommunication, direct market, holiday inn able to increase its customer base which is
eventually adding value to the company and enhancing the use of resource making. This helps
them to enhance the customer base and the target market by which they can use its resources in
order to have the better products to them(Papagiannis, 2020).
TASK 2
P2. Designing communication objectives for the chosen organisation and justify the selection of
communication channels.
SMART objectives
Objective Specific Measurable Achievable Relevant Time Bound
To rise the
overall
number of
events hosted
in the hotel by
which they
can ensures
higher profits
within the
hotel.
This is the
specific
objective
which aims to
develop the
image of
company by
launching
various events
and generate
more revenue
out of it.
The growth of
the objectives
is being
measured by
the total
number of
events
launched by
the hotel.
With the
effective use
of tool related
to marketing
channels and
efforts made
by the
management
can be
attained.
Events
organisation in
the hotel will
leads in more
profit
generation so
it is directly
related with
the objective
of the
company. An
event is being
1 year.

organised by
the hotel that
helps in
generating
more revenue
and profits.
Focusing on
enlisting the
benefits of
hotels to the
guest as well
as their
international
visitors.
The objective
is clear and
specific as it
emphasis on
international
visitors for the
development
of visitors.
By checking
and evaluating
the
international
sales of the
company as
this can be
measured.
It is the easy
way by which
the objective
can be attained
to give the
attractive
offers to their
clients or the
guest.
This objective
is relevant to
the overall
count of the
visitors and
this helps in
increasing the
overall sales
and growth of
the company.
6 months
Background Research –The Holiday Inn hotel is offering luxurious rooms as it has
rounded glass ceiling and hug spa with 24*7 services with great wooden staircase, private
elevator access along with king sized bed and out of door terrace to their respective guest by
which they can ensures the better services in the hotel.
The selected marketing communication channel is as follows -
Social media marketing
It is the channel which is being chosen by the hotel as they are planning to achieve the
overall objective of the company and they lead to enhance the number of events organised within
the company. The main aim is to make the better use of social media marketing by which they
can promote its services offered by the company in an appropriate manner. By posting effective
content and graphics, they can provide their services in an effective manner. Holiday Inn hotel
can communicate its uniqueness in a presentable manner which acquire to focus of the viewers.
 Search engine optimisation –This is the tool which helps in generating traffic and
enhancing the sales. With the use of this tool, Holiday Inn hotel is able to analyse the

correct keywords for the advertisement of their hotel that also help the company in
displaying their hotel at the top f the search list of the users when they are searching for
the hotel. The main advantage of this hotel is that they are offering good content and the
company can find its potential guest and can directly connected with the potential
customers.
 Email Marketing-This is the tool which is cost effective and use of marketing
communication by the Holiday Inn which is the email marketing. With this, company can
personally connect to the customer and this also helps the company in connecting with
their international guest as well. Through this, the company connects they by sending the
attractive offers and this motives the travellers to revist their hotels. This also used upon
the customers by which they can avail the discount offers and vouchers as well(Nema and
Kasliwal, 2018).
M2. Evaluation the applications of communication objectives related to marketing
communication mix and hospitality organisation motives.
With the effective analysis of communication objectives, they are utilising the range of
communication channels for the main motive of enhancing the profit margin and the entire sale
of the company. As the customer are engaged in acquiring the knowledge related to the products
from the company. They basically plan the investment according to the behaviour of the
customer for the given products and they make the needful control over it.
TASK 3
P3. Design and produce content suitable for the channel and communication objectives
It is very important for the businesses to have the suitable content for promoting the goods
and services of company to target market. The design of the content in order to make it effective
can result in attracting the customers so that high growth and revenue of the business is ensured.
In context to Holiday Inn, it is essential that it takes into consideration the following points-
· Make effective content- For smooth functioning of company, it is very essential that the
content of marketing is effective when making it and publishing it. Holiday Inn hotel has the
distinguished department of writing the content so that they can produce effective content in
order to attract more and more guest. The creative content leads to focusing on customers and
also results in generating new leads for business.

· Cover all the details- Each and every content written which is to be published should
cover all the sufficient details regarding the goods and services of business which it is offering to
its customers. The content must be in such a language and cover all such details which can help
viewers to have understanding of the details of what business is trying to convey. Holiday Inn
must ensure that they have internal discussion placed prior to the making of content so that it can
be made effective.
· Modify logo- The business logo must be so easy, attractive as well as simple that it is
recognizable by the customers. The consumers must see it and recognise the brand name by it. If
it is not up to the mark, the modifications must be made to it and also it must be kept in mind that
regular change in the logo can lead to decrease in the brand image of business(Mathew and
Soliman,2021).
M3. Determine the communication strategies which can help in attaining the objectives of the
company.
With the help of plan, an organisation can attain the objective of the communication as
this is considered as the communication strategies. This respective channels are being used by
Holiday Inn by which they can attract the customers and attains the goal of the company.
Billboards, social media platforms and telemarketing. The use of social media is helpful in
connecting the large group of customers by which they can generate the higher revenue and
profitability. Word of mouth helps in providing the exact review to the customer by which
Holiday Inn can retain and contact to their potential customers.
TASK 4
P4 The critical evaluation of an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.
Integrated Marketing Communication is the process in which collection of strategies and
promotional marketing function rake place in which consumers receive the consistent brand
messaging and marketing channels move customers through decision-making process. IMC is
the integrated marketing communication tool which targets the customers of the Hotel Holiday
Inn.
Alternation of Different Marketing Communication Method-

Select the target audience and the way they will like to receive the information, gather all
the facts, perform research on the problems of customers facing. This method includes.
 Social Media Marketing- This element helps us to develop the image of the Hotel
Holiday Inn, it also helps us to build relationship with our consumers which are already
connected to the Hotel. The digital marketing process helps us to connected to our target
audience and gives us the platform from which the Hotel Holiday Inn can be always in
the light of social media users.
 Content Marketing- In these we make the content visible through the blog content,
premium content, online content and video marketing to be useful to the customers of our
Hotel and to learn more the preferences of the customer before starting the decision-
making process.
 Email Marketing- The e-mail helps the present customers to be engaged with all the
information and updates about the company. This process is not always about creating
new consumers. It’s also about keeping the relation tight with the existing consumers.
Displaying the right content of the right time to the hotel Holiday Inn consumers can help
in tremendous growth(Conceição and Gama, 2019),.
Making of Marketing Communication Plan- After the marketing communication plan then it’s
time to develop the next plan which has comprehensive marketing initiatives.
 Audience- Firstly, examine the persona of the consumer for every marketing method.
Example if the persona of the person is young then the Hotel can be connected
through Instagram and texting. There is different persona for every person and the
different persona will be defining the different channels for every consumer.
 Content- secondly, the content will connect to the Hotel consumers. Example, the Hotel
will have various way to be connected though content like top-of-the-funnel,
downloading checklist and subscribing newsletters. Mostly use are pop-up which is
mostly displayed for the existing online website.
 Cadence- last step, in this step the Hotel recognise the process from which customer
receives information. These data is collected by marketing automation program.
Example, Hub-spot the hotel can analyse the often customers use the information
which is send by the Hotel Holiday Inn.

To understand the costumers decision-making process- In this process the Hotel needs to
make sure about the consumer are more interested in their premises than other competitors (other
hotels).
 Awareness Stage- Recognising the issues of the costumers and solve the problems as
soon as possible.
 Consideration Stage- In this stage Hotel need to analyse new methods and new tools to
evaluating the best fit for the consumer’s problem.
 Decision Stage- Choose the best fit as in best approach or strategy and make the
decision accordingly.
Implementing the Marketing Plan- Use the plan selected and see the results,
 Calender- Keeps the track of the right time and place for the content to be shared by the
Hotel to their customers. it helps the firm in decision-making process.
 Automation Software- This software is aligned with CRM; this automation software
helps the firm to see the full sales process by getting information from various channels.
 Analyze- The Hotel needs to make sure about the result, so it continuously monitors
customer prospects and focus on the capabilities of the Hotel Holiday Inn.
Stay in the Trends- The Hotel needs to stay always on the mind of costumers so
continues communication strategy, new tools, new tactics are used to keep the
goodwill of the Holiday Inn. Latest techniques always help the company to be in
trend.
M4. Critique and review of success of monitoring impact of integrated marketing
communication plan.
For creating brand awareness among the clients with the help of various modes of
communication through online and offline, integrated marketing have the main role. As the
management of the Holiday Inn have analysed that they are giving preference to the needs and
wants of their customers. With the help of KPI, actual and the desired performance of the
company can be measured.

CONCLUSION
It is concluded from the above report that integrated marketing helps in enhancing the
overall profitability of the company as they are utilising the tools and methods of marketing.
Social media marketing is helpful tool which helps in the overall growth of the business. The
SMART objectives leads to attain the business and marketing objectives. There are various
factors which helps in suitable channel for the communication marketing.