Integrated Hospitality Marketing Communications: A Case Study Analysis

This report delves into the realm of integrated marketing communications (IMC) within the hospitality industry, using Low Wood Bay Resort & Spa as a key example. It begins by defining IMC and its significance, followed by an evaluation of various marketing channels such as engagement marketing, social media marketing, customer feedback, and sponsorships, highlighting their roles in achieving communication objectives for resorts. The report then critically assesses an IMC plan, dissecting its components including target audience identification, situational analysis, marketing objectives, budgeting, strategy, and evaluation. The analysis emphasizes the importance of these elements in crafting an effective IMC strategy. Through this comprehensive examination, the report offers valuable insights into how hospitality organizations can leverage IMC to enhance brand awareness, engage customers, and achieve their strategic marketing goals. The report also highlights the importance of adapting marketing strategies to the specific needs and characteristics of the target audience to maximize the impact of marketing efforts.

Integrated Hospitality
Marketing
Communications

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK A...........................................................................................................................................1
1. Evaluate the different marketing channels which served the communication objectives for
the resort......................................................................................................................................1
2. Critically evaluate an integrated marketing communications (IMC) plan..............................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Integrated marketing communication is a simple way to understand the marketing concept. It
means that all modes of interactions and messaging are tightly connected together (Anabila,
2020). In the simplest point, Integrated Marketing Communications or IMC means combining all
advertising resources so that they operate together through peace. This report based on Low
Wood Bay Resort and Spa which is UK based Windermere's luxury resort & spa placed near on
the side of Lake Windermere with spectacular views. They offer 4-star lodging facility and a
wide variety of recreational amenities to fit all generations and capabilities. This assess
assessment cover the several topics such as different marketing and how it helps in serving
communication objectives for organization. In addition, critically evaluate the case study which
represents the communication strategy.
MAIN BODY
TASK A
1. Evaluate the different marketing channels which served the communication objectives for the
resort
Marketing channel is a collection of practices or comprehensive review for the change of
ownership of goods from the point of production to the point of consumption and, as such,
comprising all organizations and all advertising strategy in the marketing strategy. In context of
hospitality organization, they mostly follow the online marketing mode to generate demand of
their services or facilities among the customers. In the given case study, online marketing used as
marketing channel for communication objectives. Some of them are discussed below:
Engagement marketing: It is also called live event marketing which is used by the
hospitality organizations as marketing channel to directly engage with their clients and further it
helps in achieving communication objectives in context of hospitality organization (Gómez,
Lopez and Molina, 2019). But there are some complications too, because small resorts such as
Island Brach can’t afford to organize live event. On the other side, Low Wood Bay Resort & Spa
can organize this event to increase customer engagement or achieve communication objectives.
Through organization live event, resort manager should achieve their goals & objectives by make
sure that all the activities are performed in well manner. By using this marketing channel, Low
Wood Resort & Spa can improving their brand image efficiently without creating any issues.
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Social media marketing: It is one of the crucial marketing strategies which are very
popular in the current time period (Kharouf And et.al., 2019). It helps the organization to
promote their products and services by using social media sites which help them to engage with
several people at once. According to case study of Island Beach Resort, they make use of it in
order to capture the requested clients. In context of, Low Wood Bay Resort & Spa operators,
there is an attractive choice that offers the required returns. Through the use of online or
social marketing, Low Wood Resort & Spa could continue to achieve their desired goals
& objectives without having to face any other kind of problems and difficulties. This can help
the hospitality organizations to achieve the objective of brand awareness and communicate the
all relevant facilities with customers regarding resort.
Feedback from customers: It is the review of customers regarding the services of resort
which they acquire and they share their experience with the management which help them to
review their services and make improvement accordingly to enhance. The recommendations
submitted by the visitors who attended the hotel and its services which are quite important in
ensuring that the hotel manager is able to attract more customers. This is also a marketing
channel that used successfully and consistently by Island Beach Resort to produce favorable
feedback of the hotel. In relation to Low Wood Bay Resort & Spa, they can consider guest
feedback very seriously in order to accomplish its communication objectives without any
difficulties and problems (Laurie and Mortimer, 2019). Feedback from guest is essential
marketing channel that enable hospitality organizations including Low Wood Bay Resort & Spa
to accomplish the communication aim to attract potential consumers.
If guest give positive review then more or more people willing to come and visit the resort
because of satisfactory services. On the other side, if customer reviews are negative then it will
affect the company's image which further reduces the demand of hospitality sector's services. It
is very essential to get positive feedbacks which force more people who would like to visit
for different reasons. So this marketing channel helps in achieving communication objective for
the hospitality organizations.
Sponsorship: Sponsoring is something which is the act of funding an event, project,
individual or entity financially or by the providing of goods or services. The person or
organization supplying the funding, equivalent to the beneficiary, is recognized as the sponsors.
Sponsoring activities should be performed regularly which helps the resort to maintain interest of
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both consumers and employees. Throughout the case study of Island Beach Resort, they used this
as a marketing communication channel by funding a variety of local activities (Llopis-Amorós,
Gil-Saura and Molina, 2018). On the other side, Low Wood Bay Resort & Spa will also use this
platform to promote their events to ensure that it is able to draw the interest of both luxury guests
to visitors. It is a really powerful communications tool that will allow hospitality firms like Low
Wood Bay Resort & Spa to accomplish their communication objectives or goals. That will help
to accomplish the objective of attracting consumers or maximize the demand of resort services.
From the above argument, it has been observed that marketing channels are very essential
for brand awareness or fulfill their communication objectives and goals. Hospitality
organizations should ensure that they are able to accomplish the necessary goals with the use of
above mentioned marketing channels. By using them quickly and effectively, and setting out the
correct tactics, they can ensure that resorts can make more profits. Through gaining more money,
the amount of earnings will be maximized without any complications or complications. Low
Wood Resort & Spa can therefore concentrate on above all marketing channels to achieve
desired strategic goals. By this way, companies can guarantee that they are ahead of its
competitors in the industry and can still develop a much-needed competitive advantage over
them while achieve long-term sustainable performance.
2. Critically evaluate an integrated marketing communications (IMC) plan
The Integrated Marketing Communications Plan is a strategy that accomplishes the
marketing objectives through all the excellently-coordinated use of various advertising activities
that are designed to strengthen each other. This IMC plan followed by the hospitality
organizations such as Low Wood Resort & Spa to achieve their objectives and goals as well as
maximize the company’s efforts regarding to marketing strategies. IMC plan helps in improving
communication strategy or develop content which attract the customers from the services which
they can acquire from Low Wood Resort & Spa (IMC Plan, 2020). Following elements of IMC
plan is mentioned below:
Target audience: Organizations also want to interact with a particular group in order to
allow the most efficient use of existing resources. Segmenting different markets into categories
based on attributes can help hospitality companies determine which are most motivated to
purchase or use certain services. In the case study of Island Beach, they face the difficulties
because of in-effective target group. In relation to Low Wood Resort & Spa, organizations target
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the right people who enjoyed the hospitality services. They target all age group people and offer
variety of services accordingly or build marketing strategy to attract those audiences or
maximize overall demand.
Determine situational analysis: The businesses are expected to examine their current
situation carefully with the help of SWOT analysis. There is a need for action, depending on
circumstances existing on the market (Llopis-Amorós and et.al., 2019). Low Wood Resort & Spa
is expected to draw up a plan of action in keeping with the business situation and to draw up
their marketing plans accordingly. Island Beach Resort also did this situational analysis where
they consider the several factors such as channel choice, creative works, communication
strategy, etc. It is also important for the hospitality company to make a conclusion after
analyzing the situation. When the conditions cause someone not to follow an offensive marketing
strategy, they should not be permitted to do so. However, if they are needed to pursue an
offensive campaign strategy, it really should be done.
Marketing communication objectives: It is very useful to analyze the communication
objective which helps the organizations to maximize their demand and gain profitability. This
could be achieved by determining how clients can interact efficiently. Low Wood Resort & Spa
determined this strategy to meet marketing objectives. This result in the framework of sound
plans on the part of the firms and therefore the necessary measures are taken to accomplish them
in the particular time in order to obtain a tactical edge over competitors operating in the industry.
Determine budget: It is a critical aspect of the IMC plan because a reasonable budget is
expected to be put up for the operation of the organization’s marketing strategies. Hospitality
organizations such as Low Wood Resort & Spa ought to concentrate on such element since they
need to assign a decent budget plan for their marketing plans. All these used by the Island Beach
Resort with in case study as it also provides a sound budget to guarantee the effectiveness of its
marketing plans by considering the factors such as marketing strategy, choice of channel and
original or creative content. This would be crucial because the spending probable to be
accumulated in marketing efforts must be controlled by drawing up a proper budget. Marketing
manager of Low Wood Resort & Spa should ensure that actual expenditure does not exceed the
budgeted expenditure.
Marketing strategy and tactics: Hospitality companies should establish strategies that
focus on highly effective ideas which help in achieving their objectives. Tactics are concrete acts
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on how the plan is to be applied. Organizations should follow an appropriate marketing
communication strategy that attracts customers (Porcu and et.al., 2019). Low Wood Resort &
Spa could use to ensure that communication strategy is able to communicate people without any
troubles. Such techniques are often used by the Island Beach Resort, in to consider factors such
as communications plan, channel choice, original content, etc. these are important
for organizations because it helps in providing easy communicate regarding their services to
customers. They are expected to be carried out from the correct manner by the organizations in
order to be able to accomplish the strategic goals.
Evaluation and measurement: It is the essential aspect of IMC plan where evaluation and
monitoring of adopted strategy required. With the help of it, organizations ensure their
performance and identify the lacking area which required improvement. In relation to Island
Beach Resort, managers used to monitor the performance and evaluate the progress. Similarly,
Low Wood Resort & Spa monitor their strategies and evaluate that, it will provide any benefits
or not. Measurement and evaluation is very important component of integrated marketing
communication plan because on the basis of it, managers can change their strategies which are
most suitable to achieve business goals & objectives.
CONCLUSION
From the above discussion it has been concluded that in the hospitality sector which is more
focused on customer cantered, they need to make extra efforts to achieve their marketing
strategy. There are several marketing channel which help in archiving communication objective
or increase brand awareness. In addition, IMC plan develop to improve communication strategy,
develop creative or original content and select best option among the marketing channel.
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REFERENCES
Books & 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.
Gómez, M., Lopez, C. and Molina, A., 2019. An integrated model of social media brand
engagement. Computers in Human Behavior. 96. pp.196-206.
Kharouf, H. And et.al., 2019. The role of effective communication and trustworthiness in
determining guests’ loyalty. Journal of Hospitality Marketing & Management. 28(2).
pp.240-262.
Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management. 35(3-4). pp.231-252.
Llopis-Amorós, M. P., Gil-Saura, I. and Molina, M. E. R., 2018. The role of marketing
communications in generating brand equity for an event. Event Management. 22(5).
pp.825-848.
Llopis-Amorós, M.P. and et.al., 2019. Social media communications and festival brand equity:
Millennials vs Centennials. Journal of Hospitality and Tourism Management. 40. pp.134-
144.
Porcu, L., and et.al., 2019. The antecedent role of a collaborative vs. a controlling corporate
culture on firm-wide integrated marketing communication and brand
performance. Journal of Business Research.
Online
IMC Plan. 2020. [Online]. Available Through:
< http://www.srj.net/6-steps-in-the-imc-planning-process/>
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