Marketing Communication Channels and Strategies in Hospitality Sector

This report, focusing on Unit 33 - Integrated Hospitality Marketing Communications, analyzes various marketing channels used by hospitality organizations, with specific reference to Island Beach Resort. It explores different types of marketing channels, including personal selling, advertising (TV, newspapers, magazines, digital marketing), and sales promotion, detailing how each serves communication objectives. The report covers designing communication objectives, providing justifications for channel selection, and creating an integrated marketing communications plan. It emphasizes the importance of a well-defined target audience, situation analysis, clear objectives, budgeting, and strategic tactics. The report also includes a critical evaluation of an integrated marketing communications plan, considering communication strategy, channel choices, and creative content to ensure effective marketing strategies in the competitive hospitality sector. The report concludes with an overview of how to implement and evaluate the plan, as well as the importance of smart objectives.

Unit 33 - Integrated
Hospitality Marketing
Communications

Table of Contents
INTRODUCTION.................................................................................................................................4
TASK A................................................................................................................................................4
P1 Explain different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations........................................................................................4
P2 Design communication objectives for a given hospitality organizational situation (Covered in
ppt)....................................................................................................................................................6
P3 Provide justifications for the selection and integration of communications channels chosen
(Covered in PPT)...............................................................................................................................6
P4 Create an integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organizational situation (covered in PPT).....................................6
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content................................................................6
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................10

INTRODUCTION
Hospitality sector is changing drastically and new businesses are entering into market.
Marketing channel is defined as way or path which is used by organisations or marketers to
carry out their marketing activities. Island Beach Resort, a traditional hotel headquartered in
UK. The hotel was set in 19th CE and is known for its traditional pub and varieties of dishes.
As the competition is rising at rapid scale, hotel has adopted market channels so that they are
able to carry out functions and operations in proper manner. This report includes different
types of marketing channels, integrated marketing communication plan, communication
objectives, justification for selection of chosen channels and communication plan for meeting
objectives. It is essential to focus on marketing channels so that
TASK A
P1 Explain different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations
In business, marketing channels plays vital role as they are the sources through which
organisation run their operations in effective way. It a broader and wider concept which is to
be understood properly so that decision making is done without any conflict or error. It is
important to adopt marketing channels so that firm is able to sell their product and goods
appropriately. Also, through this they assist accessing the products in easier manner. It
depends upon the firm to select the most suitable channel. Mainly channels are used to reduce
the gap and build a bridge between customer as well as manufacturer (Světlík, 2017). Thus,
it helps in maintain a positive relationship in-between both the parties. In relevance with
Island Beach Resort, they also use marketing channels so that they are able to achieve their
business goals as well as objectives. There are various types of marketing channels which are
discussed below-
Personal selling- This is marketing channel in which producer sells their good or
products directly to the customer without any involvement of intermediaries. This is also
known as zero level channel. Mostly this is beneficial for entity who can set their prices on
their without giving any amount to other party. In this, process and time consuming is
relatively less. In hospitality sector, products as well as good are directly sold to customers as
they have a direct interaction with them throughout the process. Through direct or zero level,
they easily maintain and understand the behaviour of their customers too (Finne, 2017).
This channel allows firm to-
 Gather and collect customer buying behaviour or decisions

 It helps firm to make strategies and differentiate itself from competitors
 Then, it also help in establishing relationship with customers so that decision are
taken accordingly
 Moreover, it assists in accessing customers in faster way so that products are used
properly and effectively.
 Through direct channel, cost incurred in also low which is beneficial for firm
 Furthermore, with help of direct channel it is possible to maintain as well as create
effective decision making.
Thus, through the above stated points it is seen that they can use this in most effective
manner.
Advertisement- Another form of channel is advertisement in which marketing
communication is adopted by entity to advertise their product. Main aim of advertising is to
influence buyer’s decision to buy the product. In this cost incurred is quite high as because
high capital is required so that products are promoted properly. There are various ways of
advertising methods which are discussed below-
Television- Many enterprise uses this as form of marketing channel as because in
these ads are displayed while watching TV. It is expensive option for an enterprise and small
scale resort like Island Beach Resort (Valos, 2016).
Newspapers- Then comes the newspapers, which depicts the various ads according to
the money spent by company. In relevance with Island Beach Resort, they use this method
and promote their hotel for weddings, party’s etc. These are also the cheapest source of
advertisement which is used at larger level.
Magazine- Further arises the magazine which is expensive than newspapers and is
also used by many organisation for advertisement. It depends upon the firm to select suitable
magazine and accordingly they choses the source.
Digital marketing- It is also a marketing channel which is used by firms for
marketing their product. In this, smart devices, e-commerce websites etc. are being used as
tool through which company reach to targeted end users. It is the fast way of communicating
channel and cost incurred in this is moderate again depending on entity choice. Thus, in
context to selected enterprise they can also adopt this approach and which will help them in
accessing as well as promoting their wedding event planning of their hotel. This approach is
beneficial and appropriate sources are to be selected for process (Patti, 2017).
Sales promotion- It is also the marketing channel in which they use the various
techniques such as sales, coupons, prizes, displays etc. are being used for sales promotion.
These are mostly adopted by enterprise with motive of clearing out the inventorying or
warehouse stocks, old products etc. These are also called unemotional approach of targeting
customers. It helps in boosting up the sales volume for short or average period of time. Some

of them focus on customer as well. Also, they help in managing the product across the globe
in well organised way.
Through this sales promotion say it is easy to adopt these methods of advertising as it
is the fastest and easiest way of promoting the product at wider scale. Moreover in relation
with Islan Beach Resort it is important for them to adopt these methods of marketing
channels so that they are able to carry out their firms operations and activities across the
globe.
After a brief analysis of above paragraph it is essential for choose and entity to focus
on their marketing channels so that they are able to achieve their goals and objectives within
a period of time. Furthermore, they can also set goals and objectives in relevance with future
perspectives. Moreover, when going with is marketing channels it is easy for company to use
their resources and money with effective decision making. It is a time consuming process but
what is to be used in most efficient manner so that company can focus on their core activities.
Further, company has the power to use these channels with proper market research and risk
related with them. During this process it is essential for manager to make sure that all the
channels are communicated in proper manner so that conflicts or errors do not occur (Porcu,
2019).
P2 Design communication objectives for a given hospitality organizational situation (Covered
in ppt) TASK B
P3 Provide justifications for the selection and integration of communications channels chosen
(Covered in PPT) TASK B
P4 Create an integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation (covered in
PPT) TASK B
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
In the hospitality sector competition is rising by the blink of an eye. So to survive in
this competitive era, it is crucial For enterprise to make a plan to make a plan in the business
which will help them to make strategies as well as tactics and which will results to
sustainability for longer period of time (Liu, 2017). In marketing it is essential to adopt
planning so that it become possible foreign organization to use their resources in smart way.
Also, the help of marketing communication plan it assists company to make decision making
with correct measures. Then, in this plan it is also necessary to use smart objectives so that

objectives as well as mission are carried out in effective way. Integrated marketing planning
is a systematic process which is to be carried out in proper way so that it is easy for company
to understand and target customer. Also it is necessary to use the smart objectives in such so
that all the components are undertaken with proper measures. IMC has various steps in the
process which are mentioned below-
Know your target- This stage depicts that it is crucial to identify and examine the
target for the product so that resources are used accordingly. In market knowing your target is
crucial because right customer will give and give the higher profit to the company. In relation
with Island Beach Resort, manager of the company knows the target audience and which
helps them to run their business in efficient way.
Developing situation analysis- In this, company scan the environment with various
tools such as SWOT analysis which is used by them to analyze the market and degree of
competition in the business sector through this they are able to analyze in which situation
they are actually in. Moreover through this situation analysis they use their resources as well
as time and money after conducting proper research in market.
Determining marketing communication objectives- In this stage it is essential to
identify what exactly through international marketing communication plan organization
wants to achieve. This will help company to prepare for campaign with effectiveness
according to the adopted plan (Nasrollahi, 2018).
Determining the budget- This step shows that when preparing for the planning it is
necessary to know about the budget of plan for selecting the marketing communication
channel. In relevance with the chosen hotel this assists them in in analyzing the exact capital
they will be required for their future process.
Strategies and tactics- During this planning process it is also need it to prepare and
implement strategies as a tactics so that I become easy for company to use them and face
their competitors at appropriate level. It is responsibility of the manager to make ensure that
suitable strategies are being used by the company so that problems on issues do not occur in
near future. To conduct and implement correct strategies for the business a proper market
research and management skills are required with the help of adapted tactics new ideas and
thoughts are generated with proper measures (Padilla, 2016).
Evaluation and measurement- This state depicts that IMC strategy is being
evaluated with appropriate effectiveness so that it will help them in future work plan as well
as weak spot this will also help them in investing their time incorrect area. n context to Islan
Beach Resort with the help of proper evolution as well as measurement they will be able to
determine the future goals and objectives. Moreover, it will also help them examine the

strong areas of their business which will be used by them to deal with their competitors and
rivals. Smart objectives includes several components which are mentioned below-
Specific- Planning process which is being carried out need to be specific and unique
because in this competitive world it is important to be different from others.
Measurable- It is important for business to measure the goals so that it is easy to
track and monitor the progress of planning process. This will help company to achieve the
objective within a period of time.
Achievable- The planning process and goals which has been initiative are to be
achievable for example Island Beach Resort target of 1st month in to increase their sales and
customer ratio up to 10% which is achievable for any specific hospitality industry.
Relevant- The goals and objectives which have been set needed to be relevant so that
employees are able to understand them in appropriate manner (Shih, 2019).
Time bound- The planning process which have been carried out is to be timely
achievable so that other activities are also completed on time. It is duty of the manager to
make ensure that deadlines are given to the employees for members of project or plan so that
they achieve their goals on finish their work on time (Rahman, 2019).
Also through the use of IMC strategy plan they will be aware about what, when and
how to make decision as well as adopt the strategy in difficult situations. Furthermore it will
be beneficial for them to go through IMC plan so that problems issues and conflicts are
reduced up to some extent in near future. Smart objectives are also important for the company
to use as they exist in understanding the objectives as well as goals appropriately.

CONCLUSION
After a brief analysis of above report it is concluded that it is important to use the
marketing channels in hospitality sector orange business so that all the goals as well as object
is active in a given period of time. Furthermore, various types of communication channels
have been discussed which depicts that there are different types of tools which are being used
by companies for their marketing strategy and planning process. Then it is also seen that IMC
planning process has been in discussed at brief which also shows that during the planning of
communication plan focus is to be on customer and other aspects so that correct measures
adopted. Hence, when using the marketing channels proper research is to be conducted for
the achievement of positive result and effective decision making.

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