Integrated Marketing Communications Plan for Hospitality Industry

This report provides a comprehensive overview of integrated marketing communications within the hospitality industry, focusing on the Island Beach Resort as a case study. It begins by exploring various marketing channels, including direct selling, intermediaries, dual distribution, and reverse channels, and explains how these channels serve communication objectives for hospitality organizations. The report then outlines key communication objectives, such as developing repeat purchase behavior, establishing customer relationships, stimulating interest, and developing sales leads. It justifies the selection and integration of communication channels based on factors like cost-effectiveness and trust-building. The core of the report presents an integrated marketing communications plan, including a review of the current marketing plan, situational analysis, analysis of the communication process, budget determination, and the development of the integrated marketing communications program. The report also evaluates the integrated marketing communication plan in relation to the communication strategy, channel choice, and creative content. The conclusion emphasizes the importance of website development and effective promotional tools for achieving marketing goals. The report includes references to academic sources supporting the analysis.

INTEGRATED
HOSPITALITY MARKETING
COMMUNICATIONS

 INTRODUCTION 3
 P 1 Different types of marketing channels and how they serve the
objectives of communication with a range of hospitality organizations. 3
 P 2 Communication objectives for hospitality organization 4
 P 3 justifications for the selection and integration of communications
channels 6
 P 4 An integrated marketing communications plan that effectively meets
communication objectives 7
 P5 Evaluation of integrated Marketing communication plan in relation to
the communication strategy, channel choice and creative content 9
 CONCLUSION 10
 REFERENCES 13

Contents

Integrated Marketing is an approach to creating a unified and seamless
experience for consumers to interact with the brand or enterprise; it
attempts to meld all aspects of marketing communication such as
advertising, sales promotion, public relations, direct marketing, and social
media, through their respective mix of tactics, methods, channels, media,
and activities, so that all work together as a unified force.
INTRODUCTION

 Direct selling-
It is the marketing and selling of products to the consumers of the
company so that they can stay away from a fixed location of retail. Marriott needs
to keep in mind that measures applied before are changed now such as peddling as
it was one of the oldest forms if it.
 Selling through intermediaries-
This channel of marketing involves intermediaries such as wholesalers
through which raw materials are bought in bulk and provided to the guest is known
as indirect channel. Large channel of intermediaries is not used as it is not
necessary in the sector of hospitality.
P 1 Different types of marketing channels and how they
serve the objectives of communication with a range of
hospitality organizations.

 Dual distribution-
This aspect has different arrangement of marketing under it
which the chain of hotels can use. It allows them to take the help of
more than one channel so that more of the clients can be reached out
and served.
 Reverse channels-
Every channel of marketing involves producer to consumer
cycle but with the help of technology this aspect reverses the flow of
cycle and that is from consumer to intermediary to beneficiary. This
way money will be earned through the resale of the product.
Continued..

 Develop repeat purchase behavior-
This objective if achieved will help the Island beach Resort to get
repeated sales from the same guests if they are satisfied with the
service of the resort
 Establish customer relationships-
It is necessary that management of Island Beach Resort takes on
effective use of online platform and develop it so that they can
maintain the relationship with their clients.
 Stimulate Interest-
In order to achieve the objectives of the hospitality industry it is
necessary that they maintain and develop target in the minds of target
audience by promoting their property through their website, third party
sites such as Trip Advisor
P 2 Communication objectives for hospitality
organization

 Establish understanding-
It is necessary that employees of the resort and the management
of resort needs to work in collaboration and understand their roles and
responsibilities so that they can work on the basis of that and deliver
quality service to their clients.
 Develop leads of sales-
It is necessary as well as important that Island Beach Resort
implements effective measures such as KPI to monitor the sales of the
company so that if expected sales are not achieved then the management of
the resort can work on implementing the strategies that promotes and
markets the resort so that leads and effective sales can be generated.
Continued..

These channels of communication were selected because of many
reasons such as
 Effectiveness of cost-
Creating assets on the platform that is digital such as
graphics, content consumes a lot of time and other important
resources such as money.
 Builds and increase the trust-
Consumers today are aware of most of the strategies that
are used by businesses as they have seen it all and now they are
able to assess the reason behind it.
P 3 justifications for the selection and integration of communications
channels

 Review of Marketing Plan-
It is necessary that Island Beach Resort assess their current position in
the market so that they can reach to their expected position in the market. This
aspect will assemble all the elements of marketing so that they can assess and
comply with the chosen strategy of marketing which is developed for the company.
 Situational Analysis-
This aspect will cover both the internal and external analysis of the
market. Internal analysis will highlight all the issues which happens inside the
resort.
 Analysis of communication process-
This stage is concerned with communicating effectively with the
consumers that are in their target market. It also involves the decision regarding
communication so that various sources and the channel factors can be used.
P 4 An integrated marketing communications plan that
effectively meets communication objectives

 Budget determination-
This aspect will assess the activities on the basis of the budget that is
decided by the management of the resort. After that focus will be on the
allocation of the funds
 Developing the integrated marketing communications program-
Decisions taken are based on the basis of role and importance of each
element so that they can coordinate with each other. Each aspect of
promotion has its set of objectives and a specific budget is fixed for
them.
 Mentoring, evaluation and control-
This stage determines the aspect of promotional tools with the
integration of communication objectives so that resort can achieve its
overall objectives of marketing.
Continued..

Marketing communication strategy is the strategy used by an organization or
individual to reach there target. Small Luxury Resort is use many communication
technology to directly contact with the consumers and it is every helpful for all
consumers. Many distribution channels are offered by the information
communication technologies. This resort is using online distribution channel and
these are more beneficial to all operators and consumers.
P5 Evaluation of integrated Marketing communication plan in relation to
the communication strategy, channel choice and creative content

From the above studies it has been concluded that Island Beach Resort needs
to develop their website and also focus on other tools they use for
promotion as all of them needs determination and support so that they can
be improved. If they are not able to improve these measures then they will
not be able to meet their expected results.
CONCLUSION