Evaluation of Integrated Marketing Communication for Hilton Hotels

This report provides a comprehensive analysis of Hilton's integrated marketing communication (IMC) plan within the hospitality industry. It begins with an introduction to IMC and its application, followed by an evaluation of various marketing communication channels such as social media, direct marketing, and public relations, assessing their integration and value within the organization. The report examines Hilton's communication objectives, including sales revenue growth, brand awareness, customer satisfaction, and customer retention, and justifies the integration of communication channels to achieve these objectives. A detailed IMC plan is created, incorporating the PASTA model for problem identification, analysis, strategy development, tactics, and action planning. Furthermore, the report evaluates the IMC plan in relation to its objectives, background research, and target audience, critiquing the monitoring success and impact. Finally, the report concludes with justified recommendations to enhance Hilton's IMC plan, providing actionable insights for improved marketing performance.

Integrated Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
Evaluation of marketing communication and channels in hospitality industry...........................3
Assessment of how marketing source of communication integrates with range of hospitality
organization.................................................................................................................................4
Judgements about marketing channels adding value to hospitality organization........................5
LO 2.................................................................................................................................................5
Designing the objectives of communication of Hilton and the Justification provided for the
integration of the communication channels.................................................................................5
Evaluation of the application of objectives of communication...................................................6
Creation of the detailed and the valid integrated marketing communication plan......................6
LO 3.................................................................................................................................................6
Producing and Designing of appropriate communication and channel objectives......................6
Determining the strategies for achieving the objectives..............................................................7
LO4..................................................................................................................................................8
Evaluation of integrated marketing communication plan in relation with following aspects.....8
Critiquing the success of monitoring and the impact of integrating marketing communications
plan............................................................................................................................................10
Justified recommendations for enhancing integrated marketing communication plan.............10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing communication can be described as the process in which marketing
elements like social media, public relations, audience analytics, business development and
advertising strategies are used to ascertain and remain consistent around distinct media channels.
In the present study it will cover following aspects related to marketing communication in
organization. Hilton is the organization which is selected on the basis of compatibility with other
organizations. It will reflect over assessment of various marketing channels and their serving
standards of communication in organization. Moreover, it will produce suitable channels and
communication objectives (Ngamsutti, 2018). At the end it would be covering various
fundamental concerned aspects related to communication strategies and channels of promoting
advertising.
MAIN BODY
LO1
Evaluation of marketing communication and channels in hospitality industry
Hotel marketing is becoming conflict as driving significant concern over various factors.
Such relevancy forms imperative to select guest collaboration channels which marketers utilize
to boost communication strategies on the basis of customer segments. In other words, hospitality
industry is becoming dynamic and one of the competitive sectors. It has become significant to
communicate marketing messages which is clear, unified as well as integral in overall
communicative channel to target right audience (Porcu and et.al., 2019). There are various
channels which hotels can consider and it would favour them with to conduct favourable
practices.
Social media -
Hospitality industry is highly visual as most of the people should have better
understanding for several experiences before making travel plans. Social media serve best
possible chances for hotel to influence their customers with wide range of booking options and
get wonderful experience from the online website. Online marketing is the immensely growing
marketing technique to promote majority of business facilities. It included customers in higher
extent catering among different geographical areas. By making use of internet sources Hilton can
serve various fundamental aspects in order to stay ahead in such competitive industry (bin

Abdul Lasi and Salim, 2020). This will make them to collaborate with others as well and
making their business practices proficient in the eyes of audience.
Direct marketing –
It is another way of performing marketing activities as it is stated major part of communicating
strategies with others dealing with multiple challenges in marketplaces. Direct marketing provide
chance to form an effective relation with most of the customer accessing through text messages,
emails and website advertisements (Tibebe and Ayenew, 2018). Such marketing tactics
increase the attention from several peoples as business also encourage them to get benefit from
getting such effectual services. Personal selling is the major term in the context of direct
marketing whereby Hilton can promote their services and other benefit facilities making a
personal contact with audience.
Public relations –
Public relations are the strategic communication process which is commonly used by
organizations and individuals to form mutual relations with public. The main aim of this factor is
to maintain positive relations with most of the customers, partners, employees etc. which direct
towards positive output in the context of business.
Network marketing –
In vast comparison with direct selling, network marketing is the essential component
whereby sellers utilize personal networks to form sales (Zwerin, Clarke and Clarke, 2020).
In the context of hospitality organization, they can be marketing their product or service personal
social media sources. these type of marketing associates with informing individual about
offerings being made and representing in efficacious ways.
Thus, social media is one of the major internet channel which can be effectively utilized by
Hilton to promote their business activities in hospitality industry. Whereas, promoting new
offerings and other benefit will be easier for organization to make with
Assessment of how marketing source of communication integrates with range of hospitality
organization
Marketing communications plays a significant role in promoting business activities and it
is element of marketing mix that is generally used by business to convey effective practices.
There are several benefits for hospitality organizations whereby they can make their

communications more effectively to collaborate with bunch of tourist at places. Social media
channels are prominent sources for them to convey advertising strategy in specific terms.
Judgements about marketing channels adding value to hospitality organization
Marketing channels adds majority valuable aspects in the context of hospitality industry.
Hilton thee channels are effective to contribute into their various offerings to the marketplaces.
There are several chances for business to reach up to intended target audience and building better
relations with target audience (Adebiyi and Bello, 2018). Marketing channels are the tangible
alignments among company and its customers. It enables business to deal with multiple function
to cater valuable services. This will positively impact over organization like Hilton to gain
significant competitive edge in places and dealing with multiple challenges.
LO 2
Designing the objectives of communication of Hilton and the Justification provided for the
integration of the communication channels
The product Hilton is providing to its customers are the breakfast and bed, conference
facilities and the family fun packages. Using the different market channels the Hilton can
promote its product and enhance its sales (Blakeman, 2018). In the UK the main target customers
of Hilton are the senior age professional, middle age group and the people of social class having
higher level of income. Through the communication objectives Hilton can market its product and
services:
 Sales revenue increasing by 20 percent – Promoting of the product and the service in
the market helps the Hilton in generating the sales and it is the primary objective for the
company.
 Creating Brand awareness – While promoting the product and the service in the market
the primary step for the company is to creating the brand awareness among the people.
Using of effective communication tool helps the company in introducing the product to
its customers (Juska, 2021).
 Fulfilling the needs to satisfy the customers – Before marketing and introducing the
product in the market the first step for the company is to identify the needs of the
customer as if the product was launched by the company which does not satisfy the need
of the customer then it will lose the market. Hilton can generate profit by satisfying the
want and the needs of the customers.

 Customer retaining through communicating of value of product and service –
Satisfying the need and fulfilling the wants of the customers. There will be an increase in
the number of customers and the increase of brand by through fulfilling the need of the
customers.
Different communication channel required for marketing of product (Pisicchio and
Toaldo, 2021). Building of public relation, social media advertising, direct marketing are the
major marketing channels. Using of the different marketing channels business can capture the
UK market. To promote the product the best strategy for the company is to establish the public
relation with the communication of intermediary marketing. In the global hospitality industry
there are the large number of competitors. The platform of social media will help the business in
attracting the potential customers. To promote the product and the service business has to do
direct marketing. To create the direct connection with the customers by the organization can be
done through the integration of the email and the mobile.
Evaluation of the application of objectives of communication
To the different geographic locations Hilton will not able to promote its brand through
the traditional way of communication channels. To attract the large number of customers most of
the business use the strategy of online marketing such as the internet marketing. Internet
marketing includes the promotion through the social media platform and the digital marketing
platform (Zwerin, Clarke and Clarke, 2020).
Creation of the detailed and the valid integrated marketing communication plan
To advertise the product and the service in the market Hilton has to choose the best
communication plan. To increase the customers every business try the innovative techniques.
The best platform for increasing the potential customers is the social media marketing and digital
media marketing. Thus, the target group of Hilton is the middle age group and the young age
group it will beneficial for the company to advertise on online platform.
LO 3
Producing and Designing of appropriate communication and channel objectives
To meet the objectives of the communication the marketing communication plan will
play the vital role. Business can market the product with the appropriate plan which will help the
company in getting the primary framework (Pisicchio and Toaldo, 2021). To design the

marketing communication channel the helpful model for the company is the applying of PASTA
model.
 Problem identification- The first step for communicating the marketing plan is the
identification of the communication issues. To the organization tradition marketing
consumes a lot of time and also it is expensive for the business. The new internet
marketing is cheaper compare to the traditional marketing.
 Analysis of current marketing communication- Hilton can introduce its brand in UK
competitive market through analysing the communication channel. The current demand
of the market can be identified.
 Strategy development- To communicate the marketing plan the strategy development
plays an important role (Zwerin, Clarke and Clarke, 2020). To retain the position in the
market and to attract more customers the best strategy for the business is to use online
marketing.
 Tactics application of selected communication plan- The needs of the customers can
be fulfilled by introducing the product and the service to the customers through the online
internet such as social media platform, company website. To market the product and the
service to the customers the best communication tool which can be used by the Hilton are
the internet advertising, social media and the direct marketing.
 Action Plan- To the UK and the global market, Hilton can promote the product through
creating of the action plan. The action plan will include the identification of the channels
of communication such as using of mobile phone, social media (Porcu and et.al., 2019).
Allocation of the budget and the time frame selection is the next step for the business for
creating of the action plan. The action plan will cover the hiring of the expertise such as
the social media expertise and the sales expertise. Outcome measuring should be included
in the action plan. The number of customers can be increased through the enhancing of
the sales by measuring the outcomes.
Determining the strategies for achieving the objectives
To achieve the objectives there should be proper designing of the communication
channel. Through the PASTA model Hilton can capture the market by identifying the problem
and developing of the strategies. The communication of the marketing channel plays a vital role

in development of the strategy (Pisicchio and Toaldo, 2021). Thus, the current issues of the
company can be resolved through creating the action plan.
LO4
Evaluation of integrated marketing communication plan in relation with following aspects
Objectives – To effectively promote business activities with the help of marketing
communication channels to boost the productivity of the business.
Background research –
Marketing communication is the effective tool for hospitality industry which enables
organization with several opportunities to overcome with better quality of output. Marketing
communication will be utilized by Hilton to promote the fundamental activities of business and
increase the sales profitability outcomes. The mission statement of the organization is to continue
with innovative aspects as favouring customers with quality product and services. Marketing
communication will aid to spread awareness among them for several activities and other services
being offered to them.
Communication strategy -
The strategy will be followed with better communicative sources, while adoption of
digital strategy will assist by following several approaches for promotional aspects. The factors
for business to market product and services with the help of plan will be done through relevant
framework that will be used in order to form lucrative communication aspects with bunch of
audience (Ngamsutti, 2018). Communication will be done through following PASTA model.
In this manner, business will execute problems and analysis the marketing communication plan
to make further improvements accordingly. Furthermore, developing strategy will be formed to
retain better positioning markets focusing over technological and innovative measures. On the
other hand, tactics application of selected plan will be represented through fulfilment of demands
with introducing new product and service to customers. The action plan covers all the aspects
associated with assessment of various channels likely to be termed as social media, mobile
phones and other devices. The plan will cover and present a guess idea for expense in sales and
promotional activities. thus, communication strategies will tend to influence majority of
customers and it will be followed in systematic terms to make business lucrative.
Channels -

There are various sources of marketing communication channels which would be utilized
by Hilton in order to promote several activities and gain competitive advantage.
Advertisements – It is one of the most common tool for integrated communication which can be
utilized by business with the purpose of spreading awareness at places among tourist regarding
services being favoured for them by company. There are some most common tools which will be
used by business to conduct fair practices such as internet, magazines, and televisions. Such
effective measures create several opportunities for business to become competitive in industry
and enhancing the sales ratio. Further, this tool will assist them to deal with large number of
audience and it can be costlier to implement but selection of advertising methods must be done in
lucrative ways to promote various services.
Online promotions by social media, internet and emails – the utilization for online modes and
various other internet sources is enhancing for promotional activities (Tibebe and Ayenew,
2018). whereas one of the most common technique is social media platform, organization has
chance to make effective communication with various peoples and making them attentive
towards services. There are some significant platforms like Instagram, twitter, and many other
portals which make influencing aspects specifically improved. Hilton could make further
development on their websites by adding up the value and images to get centre of attraction from
its customers. By doing such practices it will create various opportunities for business.
Public relations – This would be followed effectively to communicate with target audience to
spread awareness of several business activities as well as managing business reputation through
cultivation of relationships with them. Marketing activities will focus over promoting all
business activities as public relation will cover crucial aspects to promote awareness, behaviour
and attitudes.
Target audience –
Target audience is specified group of people who will be selected to make further
collaborations and dealings. For targeting the right audience, Hilton customer segment will
represent senior and middle age experts having higher level of incomes which reflects to upper
class. The main target for communication practices will be individuals who pursue luxurious
lifestyle as charging premium price range for services with superior quality.
Budget –

Marketing communication budget will serve crucial aspects likely to be known as monitoring
impact of expenditures over marketing communication activities like direct marketing, online,
social media and advertising (Porcu and et.al., 2019). The budget will set out funding to
accomplish desire aims and objectives and adequate management for budget year.
Particulars Amount
Advertising 50000
Constructing marketing plan 15000
Direct marketing expenses 20000
Social media marketing cost 8000
Miscellaneous expenses 5000
TOTAL 980000
Assessment for the overall activities –
All kind of activities will be monitored to improve the better and advantageous services for
customers (Zwerin, Clarke and Clarke, 2020). This will be done on monthly basis to assess
the quality and by getting feedback from staff and customers. Further the actions would be taken
in order to promote fundamental aspects directing business towards growth.
Critiquing the success of monitoring and the impact of integrating marketing communications
plan
Monitoring is a highly important practice which is beneficial for enhancing the overall
performance for business in the industry. This practice is useful in reducing the issues and
challenges which have a negative influence of the issue and challenges that may be faced by the
business in the industry. Integrated marketing communications have a major impact on the
overall perfioemnce of a business which is helpful for the businesses to generate awareness about
their products and services in the business environment.
Justified recommendations for enhancing integrated marketing communication plan
It can be stated that integrated marketing communication plan allow organization to
convey their message across various channels like sales, promotion, advertising, public relations
and social media (Adebiyi and Bello, 2018). Although, it is quite significant for organization
to look further to improve their quality of communication strategies to keep their efforts aligning
with better quality of output. Hilton should consider key performance indicator to gauge results.

Also, for futuristic concerns they must focus over digital technologies in their hotels as it is
expected to grow in future which serve business with maximizing the chance of higher revenue
and accomplishing desired aim and objectives in business.

CONCLUSION
From the above report it has been summarized that integrated market communications
are not only mean of sending or conveying marketing message but also it is comprehensive
approach of communicating with target audience. It has been figured out for organization it is
essential to have effective communication strategies so that they can form effective
contribution and relation with their audiences. By following the advertisements and other
channels effectively, they can promote their fundamental aspects and share latest information
to the right audience. Apart from this strategic marketing communication plan has been served
in the context of organization as it clearly specifies about the related concerns required to
make improvements in future. It is clearly stated from the overall report that marketing
communication in hospitality industry can serve business with several opportunities.