Evaluating Marketing Channels and Strategies: Island Resort Case Study

This report provides a comprehensive analysis of the integrated hospitality marketing communications employed by Island Resort. It begins with an introduction to hospitality marketing, emphasizing its role in attracting and retaining customers through various strategies and techniques. The main body of the report is divided into two key tasks. Task A evaluates different types of marketing channels, including social media, email marketing, contextual ads, phone analytics, website visits, and conversion to reservation, assessing their effectiveness in achieving marketing objectives. It then analyzes the resort's communication strategy, channels, voice, and creative content. Task B, covered in a PPT, likely delves deeper into specific aspects of the marketing plan. The report concludes with a summary of findings and recommendations for improving the resort's marketing efforts, supported by a list of references including books and journals that provide a theoretical basis for the analysis.

Integrated Hospitality
Marketing Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAINBODY...................................................................................................................................3
TASK A...........................................................................................................................................3
Evaluation of different types of marketing channels and the way they have served in
achieving of objectives................................................................................................................3
Analysing communication strategy, channels voice and creative content that used by Island. . .5
TASK B...........................................................................................................................................7
CONCLUSION and RECCOMENDATION..................................................................................7
REFER3ENCES..............................................................................................................................9

INTRODUCTION
Hospitality marketing is the process whereas different types of marketing strategies and
techniques are used in hospitality industry i.e. hotels, resorts, tourist agencies etc. in order to
influence the overall customer attraction and retention. To understand role of hospitality
marketing communication has an example of Island Resort. It is a luxury resort that provides
different type of services i.e. tennis, dining, entertainment, recreation activities as well as
shopping so that their requirement or needs can be completed. This report will discuss the
different channels that small medium-sized resort faces in the implementation of marketing
channels and communication process. It will also analyse different marketing channels that are
currently used by Island Resort while communication plan is also being used to make an
effective communication strategy, choice, creative content etc. will be discussed accordingly in
this report.
MAINBODY
TASK A
Evaluation of different types of marketing channels and the way they have served in achieving
of objectives
Marketing is a set of activities that undertakes by organization to influence it’s products
and services in the business market and generates high revenue within company. It is one of the
major functions that is conducted by each company within it’s industry to build strong awareness
within users or customers about it’s goods and services in which organization deals. There is
various changes in technologies that have lead vast change in marketing practices such as digital
platform brings new definition of marketing function and becomes one of the most effective
source for today’s generation in modern world (Anabila, 2020). Advancement in new
technologies provides lots of opportunities to small scale business in the hospitality industry as
well as tourism industry. For example Island beach resort uses online marketing channels for
attracting and retaining wide group of customers, so that it can achieve it’s objectives over the

time period. There are various marketing channels that has used by Island resort are described as
follows:
Social Media
In modern world, social media become more productive and highly interactive platform
for the business because it contains various channels i.e. Twitter, Facebook, Instagram, Snap
chat and others. The marketing team is highly used social media channels so that customers or
group of people can easily gain extensive information about the Island beach resort and also
takes decision of buying it’s services accordingly their needs and preferences (Bauman,
McFadden and Jablonski, 2018). However social media channels are considered highly
interactive platform because it provides effective communication among millions of people. It
also offers opportunities to numerous customers for give feedback, comment, reviews on their
last experience which assists them to take right decision to choose particular resort. It also helps
in establishing string relationship with it’s users to bring long term growth in the business.
Email Marketing
It is another effective marketing communication channel that is used by Marketer of
Island beach resort to increase awareness within customers through this channel. However, it is
specifically giving huge contribution in personalized marketing so that each individuals can gain
information about different services and facilities which are offered by resort To it’s numerous
customers or guests (Bowie and et.al., 2016). Vacation inquiry email is also sent by marketing
manager of Island resort to all customers which is best contextual ads. With this Email marketing
manager leads a page with online form so that guest service department get email and they take
effective practices in influencing satisfaction of customers as well as sales volume. Thus,
organization enables to achieve number of goals and objectives with marketing team practices.
Contextual ads
This contextual ad has used by island beach resort to increase high number of customers
to select particular resort. This communication media supports in attracting attention of each
guest towards resort for booking room to utilize money and leisure time. Marketing team of
island resort has been used online marketing webpage and marketing campaign to fulfil all needs

and requirements of each customer effectively as result gets high contribution in growth and
success of company.
Phone Analytics
It is an online medium of marketing channel that is used by Island’s marketing team.
However, the channel is used to evaluate numerous service users call in order to determine their
attitude and response for the service or facilities which assists to formulate productive strategies
to stimulate them to choose particular resort and get a better vacation. It also assists hospitality
organization to identify either booking has been done or not. Thus, it makes feel comfort and
relax to various guests as well as meets their needs and desires beyond their expectations.
Visit Website
It is another effective marketing communication channel that used by Island resort to
increase wide range of customers to choose or prefer products and services of a particular resort
rather than others. this channel offers webpage to the guest or customers for accessing and
gaining effective information about island resort and it’s infrastructure (Camilleri, 2018). At the
same period guests can book register resort through online media as well as through phone calls
can reserve room in the island beach resort to spend leisure money and most precious time.
Conversion to reservation
It is quite different from other marketing channels because it is a type of facilities that
provides by organization to press touchpoints for clicking on it and gets reservation of room in
the island beach resort so that they can spend and enjoy their vacation effectively. Such kind
facilities customers by single click can enable to choose resort and fulfil their requirements and
needs which gives huge contribution in effective growth and success of company (Thomkaew
and et.al., 2018).
Analysing communication strategy, channels voice and creative content that used by Island
Marketing manager of island beach resort have implemented different and effective
communication strategy to increase large number of guests to select it’s services and products
which helps to generate high revenue and market share (Chenini and Cherif, 2016). It has been
analysed that if organization requires to grow and stay long run it’s busines in market needs to

integrate website and CRM approach. It also will analyse modern channel working parameter
such as creative content that develops higher competitive edge standards to program on new
heights for generating higher market share. So, numerous communication strategy, creative
content and channel selection etc. are used by marketing managers of island resort are discussed
below:
Communication strategy
It is more effective strategy that used by marketing manager of Island resort to communicate
with guest or customers through different communication channels which supports them to
achieve overall information about different services, facilities which are offered by island resort
to it’s guests. With the effective communication channels marketing team enables to understand
each needs and preferences or recent emerging trends so that they enable to develop marketing
strategies and fulfil all aims and goals of the company in efficient manner. Marketing manager of
the company uses both type methods traditional and modern to improve high number of
customer’s engagement also supports in enhancing customer’s loyalty and satisfaction level of
their requirements. Project management system is a type of online medium that supports in web
design so that individuals can get values-based experience. Marketing mangers has planned to
use integrated communication marketing strategy such as integration of social media platform
and higher innovative usage of multimedia communicational channels which can be measured in
specified timeframe of six months (Dewnarain, Ramkissoon and Mavondo, 2019). However,
integrated marketing space along with the use of digital media keeps wide scope and
advancement in technologies provides best paradigms of tourism and hospitality industry and
assists to achieve high profitability in economic infrastructure of island resort. Marketing
manager of island have planned to use this project management system in respect of influencing
customer’s experiences.
Landing page is another communication strategy that is used by island. This
communication strategy provides options to the customer to direct visit website or sends vacation
inquiry. Banner advertisement is offline or traditional advertisement strategy that is used by
manager of island resort to attract customers or audience to choose island beach resort to spend

their vacations as well as destination. There are various people who prefer to search about resorts
and destination through quite common search engines i.e. Google, Yahoo etc. so organization
has added it’s information with Google analytic which helps customers to find information about
resorts easily and choose best option to fulfil of their personal needs.
Creative Content
Island resort’s marketing manager have formulated creative content or post on it’s
website and webpages so that they can offers extensive information to wide range of people
about different type of services and facilities in which organization deals. With the attractive and
creative content marketing manager provides information about services and facilities like Wifi
facilities, Spa, beverage and delicious food etc. are offered by island resort to it’s guests so that
they can enjoy their vacation beyond their expectations (GC and Kirves, 2019). Social media
communicative channels with digital marketing techniques are also used by Island resort which
will be played huge role in influencing customer’s engagement and will gain larger number of
business objectives which have prior defined.
Cannels choice
Marketing department of island resort have used different traditional channels i.e.
banners that encourages individuals to select particular resort for sending their leisure money and
time (Spyropoulou and et.al., 2018). In modern world have come extensive change in existing
technology and innovation in communication technology so SME like island beach resort have
use some online medium to influence awareness and brand image of company. In addition,
marketing manager has planned to involve marketing campaign, contextual ads and email to lead
awareness in individuals about this resort so that it enables to generate high profitability and
market share. The new communication channels are Twitter, Facebook, Instagram and Snapchat
will create new definition of innovation and presence of digital media for island beach resort to
achieve larger customer’s market share through offering of extensive services by company.
TASK B
Covered in PPT.

CONCLUSION and RECCOMENDATION
This report has been summarized about effective communication strategies and marketing
strategies that used by marketing manager of island resort that supported to generate high
revenue and market share of company in the hospitality and tourism sector. Organization is
enabled to attract wide number of foreign tourists within minimum time and options to choose
resort in order to have enjoy, entertainment and enjoyment. It has been recommended that
marketing managers of island have to bring change in its exiting strategies and modes of
communication for retaining customer’s loyalty and satisfaction level which helps organization
to establish it’s competitive positioning in the business market.

REFER3ENCES
Books and Journals
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.
Bauman, A., McFadden, D.T. and Jablonski, B.B., 2018. The financial performance implications
of differential marketing strategies: Exploring farms that pursue local markets as a core
competitive advantage. Agricultural and Resource Economics Review, 47(3), pp.477-
504.
Bowie, D and et.al., 2016. Hospitality marketing. Taylor & Francis.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Chenini, A. and Cherif, N.E., 2016. Factors influencing image of tourist destination: Integrated
marketing communications approach; conceptualization and retrospective re-
debate. International Journal of Academic Research in Management (IJARM), 5, pp.1-
16.
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.
GC, S. and Kirves, J., 2019. Developing Digital Marketing Strategy for Restaurant X Using
Service Design Tools.
Spyropoulou, S and et.al., 2018. Strategic goal accomplishment in export ventures: the role of
capabilities, knowledge, and environment. Journal of the Academy of Marketing
Science, 46(1), pp.109-129.
Thomkaew, J and et.al., 2018, September. Social media with e-marketing channels of new
entrepreneurs. In AIP Conference Proceedings (Vol. 2016, No. 1, p. 020147). AIP
Publishing LLC.