Integrated Hospitality Marketing Communication: Case Study Analysis

This report provides a comprehensive analysis of integrated marketing communication (IMC) within the hospitality sector, using Babington House as a case study. It explores various marketing channels, including advertising, public relations, direct marketing, and digital marketing, evaluating their effectiveness in achieving communication objectives. The report delves into the communication strategies employed, channel selection, and the creative content used to reach target audiences. It critically assesses a hospitality case study to illustrate the practical application of IMC principles. Furthermore, it examines the communication objectives, justifications for channel selection, and the integration of different communication tools to create a cohesive marketing plan. The report emphasizes the importance of consistent branding, understanding target audiences, and the use of digital marketing to achieve business objectives and enhance customer satisfaction. The report also highlights the importance of crisis management and provides a detailed overview of the integrated marketing communication plan, including market research, budgeting, and evaluation metrics.

INTEGRATED HOSPITALITY
MARKETING COMMUNIATION

Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................3
Task A..............................................................................................................................................3
LO1 Evaluate different marketing channels and how they serve communication objectives for
various hospitality organizations.....................................................................................................3
LO4 Critically evaluate a hospitality case study involving communication strategy, channel
choice and creative content in respect to communication plan.......................................................6
Task B..............................................................................................................................................7
LO3- Communication objectives.....................................................................................................7
LO2 Justifications for the selection and integration of communications channels chosen.............9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
The concept of integrated marketing communication (IMC) is acknowledged as key
factor in the marketing. The advancement of information and communication technology is the
important drive forces in IMC. It provides the competitive advantage to the management. The
integrated marketing communication is a part of promotion which involves different
communication tools for delivery of the message to the customers for having desired impact on
customer perception and behavior (Guchait and et.al., 2019). Integrated marketing
communication defines the process of coordination of all activity through different
communication methods across the world. It is a concept of goal directed associated with
marketing strategy of the organization. The marketing activity are efficient and effective because
of integrated marketing communication as it relies on multiple methods of communication and
customer touch points in the purpose of delivering consistent messages in many ways. The study
has been done on the Babington house it was built in 1705 located in the village of Babington
between the Radstock and Frome. It was converted in 1998 as hotel and club for weeding venue.
The property was sold to Joan Elcode. The report is divided into two part- part A is discussed on
the communication channels and the strategies in respect to marketing communication plan. Part
B is discussed on the justification of the plan and objectives.
Main body
Task A
LO1 Evaluate different marketing channels and how they serve communication objectives
for various hospitality organizations.
The marketing communication is the framework of marketing defining various channels
of communication methods and tools. It focus on the communicating of message to the desired
market by using various channels such as advertising, personal selling, social media and public
relation etc. marketing communication is the mixture of marketing mix of 4Ps –product, price,
place, and promotion for the sale of goods through communicating a message to target audience.

The communication channel of marketing refers to the way of delivering offers and values to the
audience by the companies. This channel helps in establishing and building brand image. The
different marketing channels are – (Gurzki and et.al., 2019).
Advertising- It defines to paid form of communication from identified sponsor that present
attention in respect to ideas, goods and services. It is directed towards the groups where message
is delivered through media of television, radio, newspaper, magazines and internet. It is in the
form of print used by the business. It is the traditional form of promotion. The purpose of the
advertising is to inform to the people by creating awareness of brand, products, services and
ideas by informing them about new programs and product attributes and the benefit of new
products. The persuasive advertising tries to convince the customers regarding the product and
service of the Babington hotel which will enhance the brand image of the hotel. The customers
are influenced to switch their brand and come out in try of new things. The reminder advertising
reminds the people about the needs and wants for product and service or benefits they will get by
the purchase of product.
Public relations- It defines to a process of building a positive image and maintaining a
beneficial relationship between organizations and public communities, groups in which it serves.
It is referred as free advertising because it focuses on earning favorable image by having
attention to newsworthy and attention worthy activities of the hotel and customers. It considers
the multiple audiences by using two way communications for monitoring feedback and
messages. It is an effective tool for the Babington hotels and resort as it generates visibility and
consideration of individual property or brand. It requires the long term planning to strengthen the
relationship with public for long term survival of the organization. There are various PR tools
which can be used by the Babington hotels in order to meet their business objectives such as
sponsorship, crisis management, media relations, award programs and many more. In current
situation crisis management is one of the major tool which can be used by Babington hotel in
order to overcome from the disruption of COVID so that emergency situation can be dealt in
most appropriate effective manner (Hapsari and et.al., 2017).
Direct marketing – It directly communicates with the consumers through personalized mail by
knowing the person needs, interest, preference and behaviour. The aim of direct marketing is to
reach to the customer directly for the promotion of the product or services by using the

information offered to them. It is an important tool used by the organisation for achieving the
business objectives in suitable manner. It does not involve any mediator which makes the
communication easy with public. Direct marketing is the influential mode in the social media
marketing where the customers can communicate in digital manner and their behaviour is
analysed. The Babington hotel can acquire the attention by using the social media campaign of
the customers in such a manner that can be aligned with the organisational objectives. The
Babington hotel uses the form of media such as flyers, brochures, leaflets and booklets for the
promotion directly to the potential customers and clients. It allows the people to known the
offerings of the hotel regarding the rooms, their prices for more attraction with the use of print
media (Harrington and et.al., 2019).
Digital marketing- The digital marketing involves the use of technology which benefits the
organization in many ways. Digital marketing is also known as online marketing, which helps an
Babington hotel to promote its product and services with the help of internet and online based
technology such as smart phones, desktop computer and so on. Digital marketing is the useful
tool and technique for marketers for targeting the audience with the use of electronic media. It is
an interactive and measurable marketing tool of the product or service for reaching the viewers
to customers and making retention of them by using digital technologies. In context to the
Babington hotel it involves the use of web site which is an effective marketing strategy. A
website of the Babington hotel is kept well branded, informative and organized which helps in
attraction of more customers leads to increase in sales. The website makes the reservation
process easy and involving the images of hotels rooms, interior and other area that guest can find
attractive. A digital marketing is a series of actions that involves the use of online channels for
achieving goals and objective of the organization. The channels can be paid, earned or owned
media. . It involves various strategies of digital marketing are Social Media Marketing (SMM),
Digital Advertising, Search Engine Optimization (SEO), Email Marketing, and Content
Marketing (Kang and et.al., 2019).
In this manner using such marketing channels of communications Babington hotel can
lead to achieve marketing objectives of the business in such a manner that sustainability can be
attained in appropriate mode. Using various promotional schemes such as advertising, dire\ct
marketing, and etc Babington hotel can acquire attention of customer and reach to their ultimate

marketing objectives. This has been observed that in current time people are highly concerned
about their ease and comfort so taking advantage of this Babington hotel can provide customised
services to their customers so that distinct position in the market can be attained. In the
integrated marketing communication the organisation and customers are together building an
effective relationship where both achieve their objectives. The Babington hotel takes the
advantage of knowing customers’ preferences and interest and providing services and facilities
according to them for higher satisfaction of customers (Khan 2020).
LO4 Critically evaluate a hospitality case study involving communication strategy, channel
choice and creative content in respect to communication plan
Marketing communication strategies defines the strategy used by the organization or
individual for reaching to target market through various modes of communication. It involves the
message, channel and target. It is a strategy of mouthful where the organization pitches their
stories to the customers. It involves everything from paid marketing to public relation. The
digital communication is used by the Babington hotel for expanding their reach sharing
messaging by creating helpful relationship with the audiences. Business launches various digital
communication campaigns for building a brand, creating awareness in customers regarding the
product, services and value by driving conversion that inspire the customer for buying the
product through marketing channels.
The channel choice of the communications provide an great advantage to the Babington
hotel which serve their customers in such a manner that strategic objectives and long term
sustainability can also be attained along with gaining competitive edge in communication
channels. The channel choice involve the media mix, non- traditional mediums, e-mail
marketing, social media etc. the chosen channel helps the Babington hotel in delivering the
services and goods to the target customers in an effective way which leads to more sales and
profitability. All the choice of channel is the part of the promotion which increases the awareness
among specified consumers presenting in unique way their products. The content strategy is very
essential aspect for the organization. The Babington hotel also focus on content strategy
involving a creative message for targeting new customers in reliable manner through
advertisement and promotion. The use of online and modern tools, technique develops the large

customer base, revenue and accomplishes the objectives of the organization (Lin and et.al.,
2020).
The integrated marketing communication plan defines the incorporation of market
research, planning, segmentation and choice of channel selection, budgeting, evaluation etc for
achieving marketing objectives. This plan helps in building positive relationship with the
customers and companies. The Babington hotel develops the communication marketing plan by
understanding the target audience which involves the analysis of past sales, buyer persons,
marketing data etc. the second step is to develop budget plan to attain the marketing objectives.
The major feature of marketing budget is to be cost effective so that to attain objectives in
economical manner and to bring focus over the brand and accumulating team efforts so that to
acquire reputation. The plan should align with the company budget. Various tactics of promotion
is identified and budget is allocated for each category. To set the budget the organisation can use
two approaches percentage model and set dollar model. The unique selling proposition is
identified which helps in reaching to large audience and expands the operations in new market. It
differentiates the product or service from the competitors that make something unique involving
the additional features, low price etc. The Babington hotel defines the marketing communication
methods of using various platforms for the promotion of the services, defining the message style
and to which customer segment should be targeted and the use of communication channels for
increasing brand awareness, reputation. In the plan maintaining consistent brand element is an
important factor in the channels, platforms as it defines the core identity of the organisation and
consistency is key factor for creating positive image in the eyes of consumers and clients. The
next important is to list down the key success metrics which defines the working efficiency of
the communication system and how effectively its works. In the given distinctive platform it is
communicated to specific audience. At last in the communication plan is executed and monitor
for determining the changes if required in plan to made. In the monitoring the actual performance
and budgeted performance is analysed to determine the deviation so that improvements can be
done in appropriate manner on time to eliminate the deviation. This process helps Babington
hotel to improve and increase their overall performance (Loureiro and et.al., 2019).

Task B
LO3- Communication objectives
The various communication objectives are -
Increment in sales and revenue standards: The major objective of Babington hotel is increase
sales and overall standards so that they can move towards the opportunities for higher
profitability by using the communication effectively in such a manner for creating brand
effectiveness and high customer can be attracted towards becoming loyal customers. There are
various communication methods such as direct communication, personal relation and social
media communication will lead Babington hotel to expand their business in global market
outside edge and acquire global market existence as well (Mao and et.al., 2020).
Improving awareness about the offerings: The objective of using marketing communication is
to provide and create awareness for existing and potential customers regarding services and
products offered by the organization. The Babington hotel is providing various services to their
customers such as wedding venue, spa and relaxation services, food and beverage services and
many other requisite hospitality services. It is imperative to use marketing communication
methods for achieving the organization objective dealing in worldwide with the customers.
Enhancing Customers base: The other marketing communication objective of Babington hotel
is to enhance their customer base so as to acquire market prominence. Marketing starts with the
determining consumer wants and ends with satisfy those wants. The marketing is the crucial
concept in the business which helps in selling and promoting the product or service for
accomplishing competitiveness from the competitors. It increases sales and profit, planning and
decision-making of the organization. it is a tool used by the Babington hotel in order to increase
awareness which leads to increase in brand image and enhances public knowledge regarding
business offerings. Various distribution channels are used by the organization for communication
with the people and attracting them for the attainment of the objective by having large customer
base. In the organization various factors prevails which have impact on customer decision
making it is necessary to analysis these factors in correct manner for leading influencing in
decision making of individual in positive manner (Martin and et.al., 2017). Therefore it can be
said that communication channels are helpful in serving the business in such a manner that

customer base can be enhanced in appropriate manner and requisite information can be provided
to customers.
Targeting- The objective of Babington hotel is to increase customer base so they are targeting
over such group of people which are willing to organize some event so that by providing them
curate best experience can enhance customer base of the hotel. A marketing plan involves one or
more target segments in the campaign for focusing and achieving specific goal. It is essential for
the IMC to define the clear targeting audience as different segments use different media for
promotion having distinctive characteristics which affect the marketing activity (O’Connor
2019).
Positioning- This is defined as the process in which Babington hotel try to get such market
position by their organizational offerings. In this manner Babington hotel is planning to adopt
social media marketing in order to execute promotional activities and to spread higher awareness
in the market. The hotel should showcase its services and product in such way that allow the
customer for consideration from the competitors (Sarmento and et.al., 2018).
LO2 Justifications for the selection and integration of communications channels chosen
The organization uses various marketing communication channels to meet the objectives
and goals by developing market prominence in appropriate manner. The available resources in
the market divide the channels into various types that are used by the organization in order to
align efforts with attainment of marketing communication objectives. Using such tools and
resources this could be easier for Babington hotel to reach out to large audience and to enhance
customer footfall as well. Babington hotel is using various tools for communication and
justification and integration of these tools are as under:
Advertising: Advertising is one of the most famous communication tool used by Babington
hotel in order to develop understanding in customer regarding services offered by the
organization so that awareness can be created regarding the customers. This marketing channel is
beneficial for Babington hotel as being a service provider this is imperative for the business to
make long term image in the minds of customers. It is a paid form of presenting ideas and
services which target the customers on their characteristics and behavior (Tung and et.al., 2017).

Public relations: Public relation is definite such process which helps the Babington hotel to
maintain positive relations with customers so that appropriate results can be exerted which builds
the goodwill. Using this channel of communication will lead Babington hotel to make their
positive image in front of customers so that positivity can be rendered in market image. Using
this channel of communication could be beneficial for Babington hotel as using this method
survival opportunities can be enhanced and prominent relationship with customer can be made
(Williams and et.al., 2019).
Direct marketing: Direct marketing is the tool in which there is no existence of mediator, in the
context of Babington hotel social media marketing is being used by them which is helping them
to obtain opinion of their customers and understand their demands as well. Using this channel of
communication Babington hotel can acquire customers from global market and provide
customized services to customer so that experience of customer can be fostered with that it helps
in selling expensive products and services.
Digital marketing- The use of digital marketing in Babington hotel is a channel that should be
informed to researcher in view of the customer channel behavior and Marketplace activities for
product or service. Digital marketing is based on the objectives for the future offline and online
channel contribution for attaining the objectives. A digital marketing defines to series of actions
that involves the use of online channels for achieving goals and objective of the organization
(Yoon and et.al., 2017).
Conclusion
From the above detailed information this can be concluded that the organisation uses
various channels of communication such as advertising, digital marketing and many more in
order to communicate with the potential and existing customers in an effective way. In the
context of hospitality industry is dependent on the customers which makes them profitable and
increase their brand value, goodwill. It is imperative for this industry to communicate with their
customers in direct or indirect manner so that to gain higher business insight. The success of
product should be communicated in right way to right people at right time and place. Business
launches various digital communication campaigns for building a brand, creating awareness in
customers regarding the product, services and value by driving conversion that inspire the

customer for buying the product through marketing channels. The campaign creates customer
experience and brand affinity through social campaigns, messaging app and live stream videos.

References
Books and Journals
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