Integrated Marketing Communications Plan for Hospitality Sector

This report delves into the realm of integrated marketing communications within the hospitality sector, exploring various marketing channels such as direct selling, intermediaries, and dual distribution, and evaluating their roles in achieving communication objectives. It examines the development of repeat purchase behavior, customer relationship management, and strategies to stimulate interest and establish understanding among target audiences. The report provides justifications for the selection and integration of communication channels, emphasizing cost-effectiveness, trust-building, and the elimination of confusion. Furthermore, it outlines an integrated marketing communications plan, encompassing situational analysis, communication process analysis, and the importance of evaluating the effectiveness of the plan in relation to the communication strategy, channel choices, and creative content, to achieve the desired outcomes for a hospitality organization such as the Island Beach Resort. The report concludes with a comprehensive evaluation of the integrated marketing communications plan, assessing its alignment with the overall communication strategy, channel selection, and creative content.

INTEGRATED
HOSPITALITY
MARKETING
COMMUNICATIONS

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

INTRODUCTION
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. It is a process designed to ensure that all messaging and
communications strategies are consistent across all channels and are centered on the customer.
This report includes issues such as various types of channels of marketing and how they help to
serve on the basis of objectives of communication. Communication objectives for hospitality
organization. Justifications for the selection and integration of communications channels. An
integrated marketing communications plan that effectively meets communication objectives and
integrated marketing communications plan in relation to the communication strategy, channel
choice, creative content (HRISTOFOROVA and et.al., 2019).
LO 1
P 1 Different types of marketing channels and how they serve the objectives of communication
with a range of hospitality organizations.
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. But now
it includes sales through party plan, demonstrations that are made one by one, personal
arrangement of contract as well as sales through online platforms. This aspect is considered
because of its merits such as personal demonstration and the explanation of products that is home
delivery and provides guaranteed satisfaction. In the aspect of franchising the cost for this
strategy to work with direct selling is low which states that it can begin even with less amount of
requirements to meet and serve in the market. It is considered as different from direct marketing
so that agents of sales reached directly and it involves dealing directly with the clients. On the
other hand direct marketing is concerned with making relationship with other businesses without
the involvement of intermediaries. The aspect of direct selling works with multi level marketing.

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 (Valos and
et.al., 2017).
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. They can use it for the purpose of resale as they can sell it to other
companies as well as the guests who are staying at their hotel. This creates problems when there
are more than two channels targeting the same target market which creates conflicts among the
members. For example format franchising is the perfect example of this aspect as it allows the
franchisors of the company to license some of its operations to franchisees and keeping some of
the operations with themselves.
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.
LO 2
P 2 Communication objectives for hospitality organization
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. It is necessary that all the measures
are taken care of so that they can provide quality service to their clients and increase their reach
and ratings through online platform.
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. It is
necessary that they stay connected with them and share them their packages, offers at discounted
rates and invite them to any special occasion so that they never consider their alternative.
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 and try to attain the benefit of positive word
of mouth so that their consumers can be the advocate of their brand and sell it to other users
without even them asking for it. It is necessary that resort organizes events which involve the
entry of celebrities so that they can influence the target audience, or organize a event or wedding
on a huge scale. If they are able to present their resort or feature it in a movie then they will be
able to attract many of their target audience to visit their property and serve them for some time
which will increase the business and attain the objectives of communication (Dewnarain,
Ramkissoon and Mavondo, 2019).
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. In order to achieve success it is necessary to
maintain and implement effective communication and only the channels of it will be able to save
them.
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. There are
many platforms online through which Island Beach Resort can promote their brand such as

Email marketing, social media marketing etc. this way they can generate more leads on sales and
increase their business in the market.
P 3 justifications for the selection and integration of communications channels
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. Integration of these channels helps the resort
to eliminate copied strategies or any duplicate material because these are uploaded and used on
different channels. This way the Island Beach Resort will save many of their other resources
(Porcu and et.al., 2019).
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. This is also considered as
skeptical for many of the other businesses they are not aware of. Still Island Beach Resort needs
to integrate their messages and deliver them at a constant rate so that they can easily gain their
trust. This way they are able to get bookings in a faster way from those who trusts on them.
Eliminates confusion-
Many marketers misunderstood the content and deliver the wrong message which
changes the whole meaning of it. They will use email and send a bit of content from that, some
of it will be taken from newspaper and on the platforms such as Facebook the post uploaded will
be entirely different. This is what was wrong by Island Beach Resort as they were not able to
understand the reasons behind the content and the tactics to implement it. This is why the online
platforms and their website are not able to grab the attention of the target audience. The reason
behind that they are confused. But integration of marketing communication will help them to
deliver the strategies and offers in a nice and understandable manner which will increase the
reach of it.
Top of Mind-

If the message formed by the marketers is uniform then it will be a powerful tool. It will
enhance the awareness of the brand and increase the trust of the company. This integration of
communication will be able to make them consider and remember the Island Beach Resort
whenever they are looking for a vacation or something else for work (Anabila, 2020).
Internal morale-
In order to conduct a campaign and integrate it successfully It is required that they keep
an eye on their employees so that they can take the use of their talent and skills and puts them
combined with a clear communication so that it can be successful. It will also help the Island
Beach Resort to motivate them and boost their morale as they will be able to see how team work
is beneficial for the company and they are able to achieve a high amount of return on investment
on that.
LO 3
P 4 An integrated marketing communications plan that effectively meets communication
objectives
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 (Chenini and Cherif, 2016).
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. The capability of the resort
must be high so that they can implement the program. This way they will be able to review the
promotional activities of the program, its success or failure. This is because analysis will help the
Island Beach Resort to get the advantages and disadvantages of working on the functions that are
used for promotion. For example internal analysis may hint that they are nit capable of planning,
implementing and looking after the area of the program (Šerić, Ozretić-Došen and Škare, 2019).

On the other hand external analysis will help the resort to get the details of the current
market that they are maintain their operations in. Factors which attracts and factors which repels
will be assessed. This will help them to take out the figure of the target audience. After the
selection of target market positioning of the resort and its services will be done. This will help to
set them with the right image. This aspect will go in depth to take out the competitors of the
resort. Still more focus will be on integrating the communication and its objectives.
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. Analysis is done for the aspect of advertising messages so
that its suitability can be taken out. The most important part of this aspect is to work and set the
goals of communication. It refers to what the resort can achieve with its strategy of promotion.
The objectives of communication starts with creating and enhancing the awareness of the resort,
services they offer and developing the image so that intention of purchase can be improved
(Bowie and et.al., 2016).
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. The procedure
of budget determination will involve selecting the approaches of budget that integrates them.
Budget of the aspect is tentative. It may not be fixed and the decision of it will not be final until
strategies of promotion mix and aspect of communication is integrated.
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. It is necessary to take decisions so that stages of activities can
be proceeded further. The procedure of this aspect is developed so that performance or any
necessary change can be evaluated. It is necessary that evaluation is done effectively so that cost
and the ability to deliver the message can be assessed (Camilleri, 2018).

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. This
stage focuses on getting the feedback constantly which states the effectiveness of the activities
and programs which is used as input and helps to develop the strategy and planning of the resort.
LO 4
P5 Evaluation of integrated Marketing communication plan in relation to the communication
strategy, channel choice and creative content
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. Small Luxury
Resort is many faces difficulties in theses opportunities and takes not advantages of theses online
distribution channels. This communication is very helpful a d many choices are available for all
consumers to better understand these resort challenges in the market. Many changes are affecting
in the Small Luxury Resort. This resort is using many strategies for creating a better online
distribution channels in the market (Rudd and Flanegin., 2019). Technology is important part for
Small Luxury Resort and it is very helpful for all consumers and operators in the resort.
Marketing communication plan is essential for resort and it is creator a good position in the
market for all consumers.
All customers are use of the internet for communication with their past, present and
futures so the past-purchase behavior is essential for resorts. It is successful fro to, mange al
resources in the real time. Small Luxury Resort is taking advantages fro this communication
channels and it is better understand for all customer demand in the market. Communication
channels are plays an important t role in the resorts and it is very beneficial for all customers.
This industry is facing many channels and it is mange by resort for creating a good performance
in the market. This Small Luxury Resort is contractual relation with many channels and property
management system so this is main channels fro crating a good communication between resort

and customers. In the case of Small Luxury Resort, the choice of property management system
was tied to online prove services to the customers and it is offered many function sis related to
the Small Luxury Resort (Alves, Stefanini and da Silva., 2018, June). The resort is also
contractual relation with an online marketing system and it is provide a better environment in the
market. Many advanced technology is using in Small Luxury Resort and it is plays an important
role in the market. Marketing communication technology is vital part for Small Luxury Resort
and good communication is creating a good environment in the place.
The Small Luxury Resort is current reservation system is used by the resort is NAVIS
and this are main system for this resort. The resort is used escape agent/system and online PMS
is describes property management software in the market. This provider offer a complete
package for Small Luxury Resort and it is including many faction is related to the resort. The
resort is using online marketing channels was verified and it is proved that very good system of
organization in the market. The Small Luxury Resort is successful in the drive market and it is
mange properly fro all channels. Employees and ownerships are recognized the dying role of
tradition marketing channels and it is offered many online services in the market (Ali and
Farhan., 2017). The resort web page is to be tracked for using the source of subcategory features
in Escapia sp this are more beneficial to all customers so this are the evaluating marketing
communication channels and strategy.
CONCLUSION
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. This report highlights the plan and the steps
of integrated marketing communications which is necessary for the resort so that they can assess
all the areas and allocate the funds on the basis of that. It is necessary that they also work on
improving the quality of service they offer and the strategies they use or implement needs to be
reviewed. This will help them to take out the deviations in the procedure and make the necessary
changes from it. This way they will be able to target their audience and serve them and also get
repeated sales from that. This will ensure the success of Island Beach Resort. It is necessary that

they work after all the factors are evaluated so that the decision taken will be right and help them
to satisfy the needs and wants of their consumers.