An Analysis of Integrated Marketing Communications in Hospitality

This report provides a detailed analysis of integrated marketing communications (IMC) within the hospitality industry, using the Park Plaza Hotel as a case study. It examines various marketing channels, including advertising, social media, public relations, and digital marketing, assessing their roles in achieving communication goals. The report evaluates how these channels are integrated to maximize resources and enhance brand image. Furthermore, it explores the creation of communication objectives for a hospitality organization, justifying channel selections and integration strategies. An integrated marketing communications plan is generated and assessed in terms of communication strategy, channel selection, and creative content. The success of the IMC plan is then evaluated, focusing on monitoring and effectiveness. The report concludes with a summary of findings and recommendations, supported by relevant references to academic books and journals.

Integrated Hospitality
Marketing Communications

Table of Contents
INTRODUCTION......................................................................................................................4
MAIN BODY.............................................................................................................................4
PART A......................................................................................................................................4
TASK 1......................................................................................................................................4
P1 Examine the many sorts of marketing channels available and how they might help a
variety of hospitality businesses achieve their communication goals....................................4
M1 To provide value and maximize resources, critically assess how marketing channels of
communication are integrated across a variety of hospitality businesses..............................6
TASK 4......................................................................................................................................7
P5 Assess an integrated marketing communications plan in terms of communication
strategy, channel selection, and creative content...................................................................7
M3 Examine and evaluate the success of the integrated marketing communications plan's
monitoring and effect.............................................................................................................8
CONCLUSION..........................................................................................................................9
REFRENCES.............................................................................................................................9
Books and Journal..................................................................................................................9
PART B....................................................................................................................................10
INTRODUCTION....................................................................................................................10
MAIN BODY...........................................................................................................................10
TASK 2....................................................................................................................................10
P2 Create communication objectives for a specific hospitality organisation......................10
P3 Justify your choice of communication channels and how they'll be integrated..............11
M2 Assess how the communication objectives are applied in connection to the marketing
communications mix and the hotel business goals..............................................................11
TASK 3....................................................................................................................................12
P4 Generate an integrated marketing communications plan that matches the
communication goals of a specific hospitality organisation................................................12

CONCLUSION........................................................................................................................12
REFRENCES...........................................................................................................................14
Books and Journal................................................................................................................14

INTRODUCTION
Marketing communication is the concept which engages several kinds of marketing
channel in order to deliver message to their consumer. This communication procedures
support the organisation to get information and data about the product and services which are
provided by the company to their customer. It also supports the organisation to attract and
create more customer base in order to increase their brand image. This marketing channel
India several kinds of Tools and techniques like public relation social media marketing
advertising digital marketing in many promotional activities list of hospitality sector is the
field which provides several kind of services and amenities to their customer. In order to
enhance their services and the brand image the organisation is using several marketing
channel in order to influence their customer (Aydin, 2020). This report going to illustrate on
the Park Plaza Hotel which is UK based hotel and provide several Hospitality Services in
the several countries. Moreover this report going to identify several kinds of marketing
channels which are adopted by the organisation in order to communicate with their consumer.
Along with this there is a critical evaluation about the Integrated Marketing planning of the
organisation.
MAIN BODY
PART A
TASK 1
P1 Examine the many sorts of marketing channels available and how they might help a
variety of hospitality businesses achieve their communication goals.
There are several kinds of marketing channels which are adopted by the organisation
in order to communicate with their customer and achieve their goals and objectives which are
decided by the Park Plaza Hotel.
Advertising this is much amended tools in order to promote their services and
product within offered by the organisation. The advertising of the product and services are
offered by the organisation by using several media channels like internet television news
paper radio and many more. This is the type of marketing channels which provide several
kinds of data and information about the services which are provided by the company to their
target customer. It develops several kinds of opinion and perception for the organisation. This
is that traditional marketing channels which are used by the organisation in order to promote

their products and services. There are several kinds of reason for Park Plaza Hotel to using
advertising tool because it provides several advantages like caters information about the
products services or ideas and about the brand. It is also support the organisation to enhance
their brand image in front of their consumer. There are various kinds of appeal which are
adopted by the organisation which include informative appeal emotional appeal and many
more. There are several media available in order to deliver their messages in front of their
consumer.
Social media marketing this is also much amended feature adopted by the organisation in
order to enhance their brand image and public relations with their consumer. Social media is
the platform that provides several kinds of opportunity to the organisation in order to build
and enhance network by communicating with their consumer. The main purpose of the
organisation for using social media marketing is include channels in order to communicate
with their consumer and towards their community. The organisation is developing Buzz by
enhancing and formulating particular message in the sample format which include videos
images text. Social media is a platform which provides several kinds of opportunity to the
organisation in order to interact with their consumer by encouraging consumer to
participating in their concept in order to solve their problems (Lambrechts and Petegem,
2016). Social media platform is also and platforms in order to promote and communicate
with their consumer and identify the requirements and Desire of their consumer. There are
several social media platforms which are used by the Park Plaza Hotel that is Twitter,
YouTube, Instagram, Facebook. The Hotel Park Plaza using social media marketing
platform in order to provide appropriate information about their brands so that they can
enhance their brand image and build relation with their consumer by communicating and
solving their problem. This platform supports the organisation to identify the requirements of
their consumer and achieve their goals and objectives which are decided by them.
Public relation this is also very amended channel which are adopted by the organisation in
order to maintain good image in front of their consumer and provide several benefits to their
consumer in order to enhance connections among the consumer and Organisation. This is the
concept which is focusing on creating good relation with the consumer instead of getting
attention of their consumer. Public relation is the concept or the platform which are used by
the organisation in order to increase brand awareness in front of their consumer. It supports
the organisation Park Plaza to get information which is associated to the positive aspect of
the goods and services and about the brand. It also supports the organisation to provide and

build amended relationship with their target consumer and generate Goodwill for their
Organisation in order to increase their efficiency and effectiveness. It also helps the
organisation to develop positive environment in the organisation and make their products and
services different.
Digital marketing it is also much amended platform and marketing channel which are used
by the organisation in order to promote and upgrade their services and brand image in front of
their consumer. This is the kind of marketing which is more amended and appropriate for the
organisation. There are two kinds of digital tools which are adopted by the organisation that
is mobile marketing and mail marketing. There are several marketing tools which are used
by the organisation that include Search Engine Optimisation, content marketing, website
marketing, in order to upgrade their services and product post of the motive and purpose of
digital marketing is to interact with their consumer and increase or enhance connection
among the consumer and the organisation (Lim, 2020). The digital marketing tools is using
portable and mobile devices in order to communicate with their target customer for stop it
provide several benefits for the organisation in order to attract more consumer towards the
organisation. It is very cost effective for the organisation and also supports them to enhance
loyalty level of their customer and also caters Free Flow communication in between customer
and Organisation. The organisation Park Plaza is using digital marketing platform in order to
convey their message and enhance their brand image towards their consumer. It also supports
the organisation to interact with their customer and provide information which is associated
to their organisation so that the consumer can identify about the services and about the
company that what kind of services which are provided by the organisation.
M1 To provide value and maximize resources, critically assess how marketing channels of
communication are integrated across a variety of hospitality businesses.
Marketing communication is the process with integrated with Hospitality Company
because it supports the organization to enhance their value and resources of the organization
and also support them to enhance their brand image in front of their customer. Marketing
Communication also support the organization to identify the requirement and Desire of their
consumer with support the organization to enhance their profitability and efficiency
(Ramkissoon, 2017). The Park Plaza is using several marketing channel in order to
communicate with their target customer and also focusing on increasing value and experience
of their consumer.

TASK 4
P5 Assess an integrated marketing communications plan in terms of communication strategy,
channel selection, and creative content.
In order to develop Integrated Marketing Communication the organisation are
required to examine several methods of communication. In order to identify a marketing
communication method the organisation are required to understand about their target
consumer and about the target method in order to receive appropriate information and collect
facts and investigation about the problems. There are several channels which are adopted by
the organisation which are mentioned below:
 Content marketing is the platform with support the organisation to getters
appropriate content on several online platforms which are adopted by the
organisation like blocked content premium content video marketing and many
more. All online platforms of content marketing support the organisation to
enhance their relation with their customer and learn about the several things
before taking any kind of decision.
 Email marketing also a marketing communication method which is adopted
by the organisation in order to provide information about their company. It is
very essential for the organisation in order to engage more consumers towards
the organisation (Wardhana, and Pradana, 2016). The email marketing concept
helps the Park Plaza Hotel to develop positive impact on their profitability and
sales of the organisation.
 Social media marketing is also amended to which are adopted by the
organisation in order to promote their services and amenities which are
provided by the organisation in order to enhance their productivity and get
more opportunities.
Developing Marketing Communication plan it is very important for the company to
develop Marketing Communication plan in order to formulate marketing strategy in order to
communicate with their consumer. The Hotel Park Plaza is concentrating on formulating
communication plan in order to communicate with their consumers which are mentioned
below:
Audience it is very important for the organisation to identify the target audience who are
interested in their services and products which are provided by the company. In order to

identify potential audience the organisation are required to use several different channels
which help the company to identify the potential audience.
Content it is also very essential for the company to describe about their content according to
their target and potential audience. For this the organisation are required to use database of
the consumer that support the company to develop effective content for the organisation.
Analyse the procedure of customer decision making Integrated Marketing Communication
is the concept which engage several understanding procedure according to the requirements
of the consumer so that they can made decision according to the interest level of their
consumer. This process supports the organisation to take appropriate decisions and satisfy the
needs and requirement of their consumer. In order to take appropriate decisions in the
organisation are using several steps which include identification of the particular problem. In
order to identify the solution of the problems the organisation are required to identify the
inflammation and resources that support them to solve the queries.
Implementation of Marketing Communication plan it is the last step in which the
organisation executing the marketing communication plan in order to analyse that their
message is delivered to their consumers on time or not (Wheeler, 2017). In order to convey
their messages the organisation are using several Tools and techniques with support the
organisation to implement their process in a very appropriate manner.
The above-mentioned discussion it has been analysed that the organisation park plaza
execute Integrated Marketing plan for the company in order to communicate their message
and gains attention of their customer
M3 Examine and evaluate the success of the integrated marketing communications plan's
monitoring and effect.
Marketing Communication plan is the process to support the organisation to get
information and provide several data about the organisation and also support the company to
enhance their brand image in front of their customer. In order to provide appropriate
information the organisation are using digital marketing platforms and social media
marketing.

CONCLUSION
From the above mentioned report it has been concluded that the hospitality sector is
the amended sector which are using several services in order to enhance their productivity
and efficiency. In order to enhance and built amended relation with their potential customer
and audience the organisation Park Plaza is using several communication Strategies and
marketing channels that support them to promote their services and build a mental
relationship with their target customer. It also supports the organisation to provide
appropriate information about the organisation and enhance their brand image in front of their
consumers.
REFRENCES
Books and Journal
Aydin, G., 2020. Social media engagement and organic post effectiveness: A roadmap for
increasing the effectiveness of social media use in hospitality industry. Journal of
Hospitality Marketing & Management, 29(1), pp.1-21.
Lambrechts, W. and Van Petegem, P., 2016. The interrelations between competences for
sustainable development and research competences. International Journal of
Sustainability in Higher Education.
Lim, W.M., 2020. The sharing economy: A marketing perspective. Australasian Marketing
Journal (AMJ), 28(3), pp.4-13.
Ramkissoon, H., 2017. Hospitality consumers’ decision-making. In The Routledge Handbook
of Hospitality Marketing (pp. 271-283). Routledge.
Wardhana, A. and Pradana, M., 2016. Viral marketing determinants of top online shop brands
in Indonesia. Bandung Islamic University.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons.

PART B
INTRODUCTION
Integrated Marketing communication is the concept which advert to techniques and
tools of the communication That are adopted by the organisation in order to enhance brand
Awareness of their product and services in the market place. It help the organisation to
communicate their message and deliver their message so that they can enhance their
productivity and efficiency in the market place (Almeida-Santana and Moreno-Gil, 2017).
This report in listed on the Park Plaza Hotel which is UK based Hospitality Company which
provide several communities and services associated to the hospitality sector. Along with this
this report going to illustrate about the communication objectives which are adopted by the
organisation and the channels which are selected by the organisation in context of integration
of communication channel. Moreover this report also explains about the marketing
communication plan that help the organisation to accomplish their goals and objectives in a
very appropriate manner.
MAIN BODY
TASK 2
P2 Create communication objectives for a specific hospitality organisation.
There are several aims and objectives which are decided by the organisation in order
to communicate their message in front of their consumer. There are few objectives which are
decided by the Park Plaza in order to communicate with their customers are mentioned
below:
Brand awareness: the hospitality business that is Park Plaza I using several
communication strategies in order to enhance their brand image in front of their customer. It
also support them to get more opportunities and become successful in the Marketplace.
Providing information: it also supports the organisation to deliver appropriate
information about their product and services which are provided by the company so that they
can attract more customers towards the organisation.

Motivating information the organisation is using this strategy because it support
them to meet with the requirements and Desire of the consumer and also help the company to
increase their profitability in the Marketplace.
P3 Justify your choice of communication channels and how they'll be integrated.
The organisation Park Plaza Hotel is using social media marketing as a
communication channel in order to increase their brand awareness in front of their customer.
There are several advantages of using communication channels for the company which are
mentioned below:
Enhance brand recognition social media marketing platform support the organisation to
enhance their brand recognition and also support them to increase their profitability and
efficiency in the market place (Mehra, Paul and Kaurav, 2020).social media marketing also
support the company to identify the requirements and needs of the customer in order to meet
with the wants and needs of the consumer in a very appropriate manner.
Connect customer with brand by using social media platform the organisation make them
capable to connect customer with brand because it helps the organisation to provide several
information about the organisation. It also supports the organisation to communicate with
their consumer and build a mentoring relationship with them(Yousaf, 2016).
Collect information about the customers by using social media platform the organisation
become capable to identify the needs and wants of the customer stop this media platform also
support the company to understand about the Expectations and demand of the consumer and
fulfil them in order to get more opportunities.
M2 Assess how the communication objectives are applied in connection to the marketing
communications mix and the hotel business goals.
Communication mix is a processor support the organisation to meet with the
requirements of their consumer and increase their profitability and efficiency. It also supports
the organisation to enhance their brand recognition in front of their customer and collect
appropriate information about the customer (Pang, Lew and Walther, 2018). Communication
makes also support the organisation to achieve their goals and objectives and collect