Integrated Hospitality Marketing Communications: A Detailed Report

This report provides a comprehensive analysis of integrated marketing communications (IMC) within the hospitality sector, using The Lensbury Resort as a case study. It begins with an introduction to marketing communications and then delves into the evaluation of various marketing channels, such as online websites, social media platforms, and content marketing, and their effectiveness in achieving communication objectives. The report outlines the design of communication objectives, justifications for channel selection, and the creation of an integrated marketing communications plan tailored to the resort's needs. Furthermore, it critically evaluates the IMC plan in relation to the communication strategy, channel choice, and creative content. The report concludes with a summary of key findings and recommendations for The Lensbury Resort to enhance its marketing communication efforts and achieve its business goals. The Lensbury Resort's strategies are analyzed to increase brand awareness, attract international customers, and enhance sales.

Integrated Hospitality
Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations...........................................................4
TASK 2............................................................................................................................................7
P2 Design communication objectives for a given hospitality organisational situation..........7
P3 Provide justifications for the selection and integration of communications channels chosen
................................................................................................................................................7
TASK 3............................................................................................................................................8
P4 Create an integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organisational situation.....................................................8
TASK 4............................................................................................................................................9
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................9
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12
Books and Journal................................................................................................................12

INTRODUCTION
Every company likes to spread awareness about the company. Marketing communication is
the activity of using various marketing channels that are available to communicate effectively.
There can be combination of tools as well as channels that focus on communicating the desired
message to the market and attract them towards the organisation. It is one of the most important
activities under marketing (Turner, 2017). This report is based on The Lensbury Resort that has
its headquarters in UK. It was founded in 1920 and it is a successful Resort in in London. The
Lensbury Resort use marketing principles in an effective manner so as to achieve goals and
objectives. In this report there is discussion related to the marketing communication options that
are available with the resort along with that how they help them to communicate effectively to
their audience. It is important to analyse the marketing communication plan that help the
company to formulate creative content choose channel as well as decide the communication
strategy. The better channel will help the company to spread awareness in an effective manner so
as to attract the customers towards the company.
.
MAIN BODY
TASK 1
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations
There are several kinds of marketing channels which help the organisation to communicate with
their customer in order to accomplish their goals and objectives (Wilson, 2018). Television
advertising print advertising direct mail campaigns official website and social media marketing
these are the channels through which the company can communicate with their customer in order
to identify the requirements and provide Facilities to them. There are several kinds of channels
that can be applied by the company in order to attract the consumer towards the company. As it
is very essential for the organisation to identify about the channels through which the company
Can attract their customer and reach them. The way and the method which are used by the
lensbury resort in order to communicate with their customers are mentioned below:

Online Website: It is analysed that the company will use their website in order to communicate
with their customer in a appropriate manner (Andersen and Johansen, 2016). It is analysed that
the the website help the company to communicate and identify the problems of the consumers in
order to solve them and attract them towards the company. By using online website the company
can mention their vision and their modification in the company and develop new ideas so that
they can attract the customer towards the company by providing discounts for several kinds of
amenities. It is the procedure of two way communication in order to resolve the queries of the
consumers on the website for stop it is much amended method to communicate with their
customer by messages as well as by commons to solve their queries (Karayilan and Cetin, 2016).
If the organisation has their website then the customer can learn about several thing and identify
about several thing about the company which is :
About mission of the company
How They started
From where they are
About their team
The details about the product and services which is provided by them
Having the website makes the organisation much credible in order to target the audience. If the
organisation implement good and amended is SEO activities in the websites then it will become
more easy for them to find potential consumer towards car company. The website give the
opportunity to the company to market their business 24*7.
Social Media Platform: In today's time the organisation in the hospitality sector using
social media platform in order to enhance their communication power towards the consumer and
provide the facilities to them in order to resolve their queries. Social media platform is a much
amended platform to communicate with their customers and provide facilities and identify the
requirement and desired in order to fulfil them. It has been analysed at the company lansbury
Resort use hashtag campaign on the Instagram that will support them to develop and reach with
their customer and attract them towards the company(Gbadamosi, 2017). The organisation is
using several ways like regular post or consistency that will support them to communicate with
their customer and attract them towards the company. It is also analyse that the customer direct
message by using social media platform and asked them about their confusion so that it they feel

more valuable for the company and help them to increase their revenue and profits stability.
There are few important social media platform that help the company to meet with the
consumers demands and increase their efficiency and effectiveness and which are mentioned
below:
Facebook
Instagram
LinkedIn
YouTube
Twitter
Pinterest
These are the platform that help the organisation to create a brand community for stocks
this is the group of platform in which the customer which are not just interested in the services
and amenities which are provided by them then there are actually committed to investing in their
brand. Regularly interacting with the people by using these kinds of platform help them to
enhance their interest towards the company and how to encourage the people to share their brand
with their friends and family in order to upgrade their profitability and market popularity.
Content marketing blog when video content: This is the channel in which if the company is
having their own website so they can take advantages by using content marketing. By using
written copy in the way of blog and as the video content these method help the organisation to
communicate their customers and provide the information about the company. Content
marketing allowed the company to do significance things about the business . firstly it formed
the company to provide value to the customer (Pucci, Casprini and Zanni, 2019). in the past time
the customers made their decision about their purchasing is rely on the information which is
received from a brand or which is received from the sales team. But in the digital age by using
social media platform the customers prefer to get the information by doing research online or
from the website or any social site( Willems, Brengman and Van 2019). The customer wants to
identify about the several things and also wants to find a solution of their problems which are
facing by them. So by providing blogs and video content the organisation can provide solutions
so that they can feel more valuable and overcome their problems which are facing by them. The
another thing is content marketing support with the SEO efforts full stop having a blogs and

video content is the amended way which help the company to attract more customer to the
organisation.
TASK 2
P2 Design communication objectives for a given hospitality organisational situation
It is seen that marketing objectives are the goals that the company want to achieve. It is vital
to set the objectives that are achievable and help to increase the customer base by raising the
awareness about the company. The objectives set by The Lensbury resort are as follows:
 To increase the awareness of brand and enhance social media impressions by 10%
 To provide customised services to the customers
 To attract new international customers by conducting proper research related to
needs and wants of customers.
 To enhance the sales by 5%
 To measure customer loyalty by taking regular feedback by the customers
P3 Provide justifications for the selection and integration of communications channels chosen
There are number of channels that can be used by the organisation to attract the
customers. At the same time it is vital to note that selecting the best option will help the company
to attract the customers and successfully achieve the goals and objectives (Camilleri, 2018). As it
is important to know about the way through which organisation attracts the customers and reach
them. The ways that are used by The Lensbury resort to communicate with the customers are
discussed below:
It is observed that The Lensbury resort will use their website to communicate effectively
with the customers. It is seen that the customers always visit the website of organisation. The
first step that the customers take is to check the website of the organisation. So the Lensbury
resort has improvised the website and made it creative so that they are able to attract customers
thereby (Dewnarain, Ramkissoon, and Mavondo, 2019). It is said that they can beautifully
mention their vision and the new and innovative ideas on the website so as to attract the
customers. Along with that all the queries that the customers are facing can be posted on the
website. It is the process of two way communication and the management of resort can solve the
queries of people on the websites. So it is effective way to communicate the message with
customers as well as to solve all of their queries.

In today’s time the best way to enhance the recognition of brand is to have strong presence
over social media platforms. As most of the people are active on social media and that is a place
the customers can be given information related to the organisation. It is seen that The Lensbury
resort can use hashtag campaign on Instagram that will help them to enhance reach and attract
more customers. The company can make regular posts and the consistency will help them to
communicate with the customers (Irimiás and et.al., 2017). It is observe that customers direct
message through social media and ask about the confusions that they have. So it is another
important idea that will help the resort to interact with customers.
TASK 3
P4 Create an integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organisational situation
The steps that are being used by The Lensbury resort to formulate an integrated marketing
plan that helps to achieve communication objectives is below:
Understand And Know the Target Audience: It is the first step in which The Lensbury resort will
conduct a research related to the customers. They will identify the group that they want to attract
and share all the information with.
Set up A Budget Plan: It is important to know about the finances and take decision at early
stage. As it helps to work according to budget and achieve the goals and objectives (Porcu and
et.al., 2019). It is important for The Lensbury resort to consult the finance team and take
effective decision related to budget.
Identify the Unique Selling Proposition: It is the step in which the organisation has to identify
what makes them different from the competitions. In relation to The Lensbury it is located in
Thames in London. Along with that they provide quality food as well as accommodation facility
to the guests.
Decide the Marketing Communication Methods: It is important step in which the organisation
selects the channels of marketing. In relation to The Lensbury Resort they are going to use
website as well as social media platform to communicate with the customers. (Šerić, Ozretić-
Došen, and Škare, 2020). It will be helpful to attract the customers and regularly update them.

Maintain A Consistent Brand Element: While communicating with the customers consistency
is the key. So the company has to focus and keep charge on gthe method that is used by them. It
is seen that The Lensbury Resort will not change the way of communicating with the customers.
As it will help them to come in eyes of customers and attract them in an effective manner.
Execute: The marketing plan is ready and this is the stage to execute. It is the time to get ready
and use the strategies to communicate with the customers (Tasci, 2017). It is vital to
communicate with the customers in an effective and efficient way. The organisation should work
as per the plans.
TASK 4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
Integrated Marketing Communication strategy which helps the company e to promote marketing
function where in which will the target the audience and enhance their brand image by using
several marketing channels in integrated way. Having a great facilities and amenities towards the
customer is a great thing to attract the customer towards the company. In current scenario
promotion techniques include Integrated Marketing Communication in order to promote their
product and services which are provided by the company. Integrated Marketing Communication
bringing together a several kinds of communication tools and equipments in order to deliver a
common message towards the company which creates Desire impact on the customer thought
process and on their behavio(rner, 2017) r. This is the procedure of coordinating and operating
every activities across several communication concept. Marketing communication strategy aim is
to align or direct the communication market strategy in order to deliver a particular message to
what's the specific audience in order to modify the perception and the behaviour of the individual
fullstop Integrated Marketing Communication makes this marketing practices more amended and
efficient in order to deliver appropriate message to the consumers. Integrated Marketing
Communication plan consists few steps which are used by the lensbury resort in order to develop
an integrated marketing plan so that accomplish their communication objectives:
Identify the target audience
Setup up budget plan

Analyse the units selling proposition
Decide the marketing communication methods
Maintain a reliable Brand components
Marketing Communication method
Promotion Mix:
This is the method which refers to that how the marketers combine a range and series of
Marketing Communication approaches in order to implement the marketing strategies. There are
several kinds of methods of Marketing Communication which have several complexities and
benefits and they needed amended skills and experience to implement the strategies effectively
(Wang, 2016). There are several common methods of Marketing Communication which are
mentioned below:
Advertising: Advertising is way to present the ideas goods services by using any paid form.
Advertising is this strategy which targets the person on the basis of their characteristics of their
behaviour.
Sales promotion: this is the strategy which purpose is to temporally upgrade the sales of the
product and services by involving the basic value which is provided by the company that is
discount, free services buy one get one free, These kinds of offers which are provided by the
company.
Direct marketing: This is the method which purpose is to trade the product and services directly
to the consumer instead of going to water retailer.
Digital marketing: Digital marketing is the way in which the organisation is using search engine
social media marketing in order to reach with the customer by using several Technologies. This
is the amended way to communicate with the people and increase their sales and revenue.
These are the communication which helps the company to communicate with their consumer
and increase their efficiency and effectiveness in the market place. It is a very cost-effective
process and it also builds trust with the customer and help the organization to get more success.
It also overcomes the confusion of the consumers which are facing by them and build internal
moral of the company ( Wei, 2019). So it is a very amended strategy to communicate with their
customer and minimize their problems and various of communication

CONCLUSION
From the above report it can be concluded that communication is one of the vital part of
organisation. It can be said that a company that communicates in an effective manner is generally
most successful as it helps to attract more and more customers. In the above report there is
discussion related to the marketing channels that are used by the resort as they help them to
attract customers and enhance sales of the organisation. As there are various channels that are
available in the market and the task for a business is to select the best option among them or
combination of some of the tools. In the end of the report marketing plan is formulated as it helps
the organisation to become successful. So the plan should be formulated in an effective manner
as well as its execution should also be done appropriately. Communicating with customers is
vital for every business. The better the communication strategy followed by a business the more
the company has reached and is able to earn profits. Above is discussion related to the objective
that are formulated by the resort to communicate effectively as well as justification related to the
marketing channels that help the organisation to communicate in an effective manner. In the end
of the presentation there is an integrated marketing plan that helps the company to achieve its
objective.

REFRENCES
Books and Journal
Anabila, P., 2020. Integrated marketing communications, brand equity, and business
performance in micro-finance institutions: An emerging market perspective. Journal of
Marketing Communications, 26(3), pp.229-242.
Andersen, S.E. and Johansen, T.S., 2016. Cause-related marketing 2.0: Connection, collaboration
and commitment. Journal of Marketing Communications, 22(5), pp.524-543.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management, 28(2), pp.172-188.
Gbadamosi, A. ed., 2017. Young Consumer Behaviour: A Research Companion. Routledge.
Irimiás, and et.al., 2017. Disappointment in tourism and hospitality: the influence of films on
destinations. Service failures and recovery in tourism and hospitality: A practical
manual, pp.214-227.
Karayilan, E. and Cetin, G., 2016. Tourism destination: Design of experiences. In The handbook
of managing and marketing tourism experiences. Emerald Group Publishing Limited.
Porcu, and et.al., 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.
Pucci, T., Casprini, E., Nosi, C. and Zanni, L., 2019. Does social media usage affect online
purchasing intention for wine? The moderating role of subjective and objective
knowledge. British Food Journal.
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing
communications influence customer–brand relationship outcomes?. European
Management Journal, 38(2), pp.335-343.
Tasci, A.D., 2017. Consumer demand for sustainability benchmarks in tourism and
hospitality. Tourism Review.
Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing.
Wang, H.Y., 2016. Predicting customers’ intentions to check in on Facebook while patronizing
hospitality firms. Service Business, 10(1), pp.201-222.
Wei, W., 2019. Research progress on virtual reality (VR) and augmented reality (AR) in tourism
and hospitality. Journal of Hospitality and Tourism Technology.
Willems, K., Brengman, M. and Van Kerrebroeck, H., 2019. The impact of representation media
on customer engagement in tourism marketing among millennials. European Journal
of Marketing.
Wilson, R.T., 2018. Transforming history into heritage: applying corporate heritage to the
marketing of places. Journal of Brand Management, 25(4), pp.351-369.