Integrated Hospitality Marketing Communication Plan Analysis Report

This report provides a comprehensive analysis of the integrated marketing communication (IMC) plan for InterContinental Hotels. It begins with an evaluation of current marketing communication channels, tools, and methods, highlighting the shift from traditional to digital marketing, especially considering the impact of the COVID-19 pandemic. The report assesses how marketing channels add value and increase resources, using relevant marketing models and providing specific examples of how they serve communication objectives. A key focus is the design of communication objectives for InterContinental Hotels, justifying the selection and integration of communication channels, particularly social media, and evaluating these objectives in relation to the marketing communication mix and hospitality industry goals. Furthermore, the report details an integrated marketing communication plan with multiple channels and SMART objectives, emphasizing content design and the determination of communication strategies to achieve objectives through social media, channel choice, and creative content. The final sections evaluate the IMC plan's creative content, communication strategy, and channel choices, assessing its impact and offering recommendations for enhancement. The report emphasizes the importance of digital marketing, customer engagement, and the use of social media to increase brand awareness and revenue.

Integrated Hospitality
Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
1 Evaluation of current marketing communication and channels with identifying tools,
channels and methods.............................................................................................................1
2 Evaluation on marketing channels of communication are integrated in range of hospitality
industry to add value and increase resources with use of relevant marketing models...........2
3 Judgements about marketing channels in adding value to company with specific examples
of how they serve communication objectives........................................................................3
Task 2...............................................................................................................................................3
1 Design communication objectives for InterContinental hotel with justification of selection
and integrated of communication channel..............................................................................3
2 Evaluate communication objectives in relation to marketing communication mix and
hospitality industry objectives................................................................................................4
3 A detailed integrated marketing communication plan with multiple channels and has
SMART objectives to meet business & marketing objectives. .............................................5
Task 3 ..............................................................................................................................................5
1 Design & produce content to channel and communication objectives................................5
2 Determine communication strategies that helps in achieving objectives with the help of
social media, channel choice and creative content issues......................................................6
Task 4...............................................................................................................................................7
1 Integrated marketing communication plan in the creative content, communication strategy
and channel choice. ...............................................................................................................7
2 The achievement of the controlling as well as affect of the integrated marketing plan......8
3 Recommendations of enhance the integrated marketing communication plan ..................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Integrated hospitality marketing communication is the a method through which a
organisation ensures different promotional tools within marketing campaign to be consistent,
clear and working towards achieving goals. InterContinental Hotels Group PLC is a British
multinational hospitality company with the headquartered in England, UK, it was founded by
Juan Trippe in 2003.(Blakeman, 2018) In this report there will be discussion about the current
marketing communication and channels with suitable tools and methods that company use, with
evaluation of methods in adding value and maximising resources of organisation, with suitable
example to demonstrate communication objectives. There will be a design of communication
objectives of the company in relation to marketing mix and business objectives, with a detail
marketing communication plan with the help of SMART objectives. Design and produce of
content to channel and communication objectives, communication strategies with the help of
channel and medium to achieve company objectives. At last there will be a evaluation of
integrated marketing communication plan in relation to strategy, channel choice, creative
content, with monitoring the impact and a recommendations for any improvement need in
integrated marketing communication for success in communication and business objectives of
organisation.
MAIN BODY
Task 1
1 Evaluation of current marketing communication and channels with identifying tools, channels
and methods
The hospitality sector is experiencing many issues due to COVID-19 restrictions with
recent lifting of restrictions the industry faced growth with some situation, industry faced
marketing communicate issues such as. Traditional marketing- recent situation made traditional
marketing ineffective as it requires more engagement with less results and it is more time and
cost consuming process. (Choudhary, 2021) The recent changes in restrictions organisation
should focus on thinking marketing communication and channels other than traditional methods
with more promising success such as, digital marketing. Online travel agencies- there are various
online sites from where customers books there packages with increased rates of commissions it is
danger on many aspects related to it, because of this there is increase of influence of online travel
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agencies which directly impact on organisation rates and profits from visit offline booking.
Customers expectation- with recent situation and trends there is a increased in customer
expectation from travelling and hotels, as people needs more comfort and relaxation stay in
hotels with high expectation which directly affect hospitality industry. Marketing budget-
company has monthly budget set for marketing campaign which restrict the plans for marketing,
as with restrictions the effectiveness of marketing with reduce in flexibility during high demand.
Marketing communication tools is a set of diversified programs designated to
communicate with target audience effectively. (Enke and Borchers, 2021) The integrated
marketing communication has various communication tools that will help company to target
specific audience with effective manner such as, advertising, direct marketing, internet
marketing, sales promotion and public relations. With the help of right marketing communication
tool it will help company to target audience and spread awareness of the organisation, as it is a
integrated marketing communication the ideal solution is to align common goals and target to get
better results and success.
Marketing communication channels is medium through which companies deliver their
value and offer to audience, it the initial step in successful marketing campaign. There are 2
major types of marketing channels from physical medium to mobile friendly platform such as,
Traditional channels- billboards, postal services, events, television and radio, Digital channels-
social media, email, podcast and websites.
Marketing communication methods includes advertising, direct marketing, branding,
packaging, online presence, PR activities, sales presentations, sponsorships, trade show and
printed materials.(Hawshar, 2020)There are various methods which can be used to make
marketing communication more effectively and helps spread awareness to target audience such
as, advertising, sales promotion, events and experience, word of mouth, public relations and
publicity, personal selling, direct marketing and interactive marketing.
2 Evaluation on marketing channels of communication are integrated in range of hospitality
industry to add value and increase resources with use of relevant marketing models.
Marketing communication helps company in spread awareness of products, services and ideas
from manufactures to customers, it helps to build and maintain relationships with customers and
other it helps to bring a proper aspects of marketing. In context to InterContinental Hotels
marketing channels such as digital marketing will helps in increasing brand image of the
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company, it allows more engagement with company through marketing model as advertising and
add value to company's proposition. It also helps in building brand awareness and generate leads
through digital marketing and right advertising of the company. (Hu and Olivieri, 2021)
Marketing is important part in hospitality industry as it helps business to increase bookings and
revenue through reaching to customers and conveying proposition and brand value to audience
which directly impact on profit of the organisation.
3 Judgements about marketing channels in adding value to company with specific examples of
how they serve communication objectives
Marketing channels add value as a factor which can affect customers perception of
services that InterContinental hotel offers, with the help of digital marketing channel such as
social media platform will help in adding brand value of the company. (Juska, 2021) Digital
marketing channel in which a social media hotel post their pictures and videos online through
which people will get aware of the services offers by the hotel and will books rooms through it
which will directly increase brand value and communication objectives and revenue of the
organisation.
Task 2
1 Design communication objectives for InterContinental hotel with justification of selection and
integrated of communication channel.
Communication objectives is the process of setting targets for communication, it also
describes target that company wants to reach with planned actions and formulate in advance as it
evaluate the desired target. It helps to focus on measuring the customers attitude towards brand
such as the credibility and customer satisfaction, it will measure the behaviours of customers
through their visits, request of information and rate of purchase. Communication objectives in
InterContinental hotel is important as it allows ability to offer empathy, help getting feedback
with this guest will be more open as they get ensure that they are being heard and have a
effective communication to gain confidence and become more vulnerable and friendly which
will directly impact on having good conversation of staff and guest.(Kitchen, 2020)
Communication is important in hotel as the main part of business running is communication, as
the staff is always in direct engagement with guest so to effective business the employee of the
hotel should have a good communication skills and polite nature. Communication objectives
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company should develop a plan through all staff members will develop a good communication
skills to maintain a relation with guest and satisfy them with nice interaction. In context of
InterContinental hotel the communication objectives will be such as, information- as company
should provide necessary information to staff members and also to guest which will allow a
proper interaction and a good engagement between guest to staff. Control- company should
develop a rules and policy related to the behaviour in relation to the behaviour maintain in hotel
premises by staff and guest. Motivation- hotel should a maintain a process to keeping motivating
employees for their success and ultimately success of the business, a good motivation will
increase the efficiency of the employees which will help to achieve companies goals. Emotional
expression- as company should maintain state where all staff members should not le their
personal emotional perspective comes in between while handling the guest, otherwise it will
impact on image of brand.
Communication channel- the communication channel helps to connect and engage with
audience which helps in increasing effectiveness of the communication, there are various types
of medium through company can establish a base to communicate. In which a social media
platform will be best way to communicate, as it is a popular way to communicate to stay in
contact with customers company will promote and increase brand awareness. As social media
allows organisation to attract followers and helps to reach more people at particular time than
phone call and other communication channels, it is also a great place to attract new customers by
sharing pictures and videos that company has to offer.
2 Evaluate communication objectives in relation to marketing communication mix and
hospitality industry objectives.
Communication objectives helps to focus on measuring the customers attitudes towards
brand with credibility and customer satisfaction, marketing objectives helps to measure the
behaviour of customers and staff. The communication mix involves the tools to communicate
with customers through advertising, social media, direct marketing, product packaging, websites,
events and exhibitions. In communication objectives company chose social media platform to
relate with communication mix a direct marketing and internet marketing will best suitable
options, InterContinental hotel for integrated marketing communication which will directly
impact on increasing achieving companies objectives. (Littlefield, Sellnow and Sellnow, 2021)
The social media platform comes under internet marketing so both are interrelated to each other
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to achieve the goals and objectives of the company, social media allows to directly interaction
with customers and helps targeting audience and other hand internet marketing allows in
engagement with customers and attract audience.
3 A detailed integrated marketing communication plan with multiple channels and has SMART
objectives to meet business & marketing objectives.
Integrated marketing communication plan of Intercontinental hotel the main is to achieve
company gaols through social media platform by communicating with customers to increase
profits of the company. (Porcu and et. al., 2019)As the companies communication channel is
social media company will share pictures and videos and interact with the audience to attract
more customers with the help of SMART objectives such as, to increase 5% of profits in
upcoming 2 months through regular interaction on social media with potential customers, will
help in achieving business and marketing objectives.
Task 3
1 Design & produce content to channel and communication objectives
To create a content for communication channel to achieve communication objectives of
the company, as organisation is using social media channel for communicating so,
 Company should create use multiple channels on social media such as, Facebook,
Instagram, Twitter, YouTube and others, through it will create a base where organisation
can directly connect with customers.
 Company should build a strong base on internet where it can interact with the audience
and attract many more potential customers through post, pictures and videos and social
media campaigns.
 Company should create a creative content to post on Instagram with personalised
hashtags which will help to connect more people and old customers so they can also post
pictures and tag them to increase awareness of the brand. By creating a companies own
tags it will ensure a awareness of the brand and people will use tags to post pictures of
their own with visit in hotel.
 Before posting social media campaigns online company should make a creative base with
borders and attractive pictures which will attract audience and ensure spreading
awareness of the brand through attractive and creative content on social media.
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 Company should start social media campaign on twitter, as twitter is best place to interact
with people and get honest opinion about the review of company and company can later
take into consideration for better result in future.
 Organisation should create YouTube page on which they can post videos of interior of
rooms, lobbies, restaurants and bar of the hotel or any other events taken place into, it
will ensure a clear view of the hotel that they offer to customers through which it will
help in increasing the brand awareness and customers.
 Hotel should upload pictures and videos of the customers that stay there with there
review about the place so people get to know the honest opinion about place, which will
help in engagement with potential customers.
 Company should create a creative posters of services that they are offering, through
which it will spread awareness of services provided by the brand through attractive
posters, as a attractive posters helps to attract more audience towards them.
 Organisation focus on regular interaction and engagement on social media as it is best
source through which company can communicate with their customers or potential
customers, through posting pictures, posters, campaigns, creating hashtags and videos.
2 Determine communication strategies that helps in achieving objectives with the help of social
media, channel choice and creative content issues.
The digital communication strategy is modifying the technology in the world as it main
focus on covering the targeted costumers rather than covering entire marketing. The digital
communication strategies help to organisation to enhance the revenue or sale in order to
accomplish the organisational objectives. (Šerić, Ozretić-Došen and Škare, 2020) There are
various strategies and techniques that help to make better digital communication that will
mention below.
Building a brand: The organisation can design the brand image in digital worlds with
help of social media channels and website etc. The company should demonstrate the video,
image on their website and social media platform such as Facebook, Instagram and Twitter etc.
Generating awareness: The organisation have to spread the brand awareness to only
targeted customers and try to provide full details of the product and service of the company. The
online advertisement have to inspire the consumers so that consumer engaged with the
organisation
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Customer's feedback: The internation guests review about the hotel in online with help
of feedback and comments on the company's website. The company have to work on their actual
feedback and serve the amazing experience to the guest so that they get positive feedback.
Effective content: The organisation have to use effective content such image, video and
written information for digital website and social media post that help attract the comsumer
toward company.
Task 4
1 Integrated marketing communication plan in the creative content, communication strategy and
channel choice.
The Integrated marketing communication mainly work on create effective service and
product and determine the price as per the competitive company. The IMC aim at identifying the
targeted consumers and find the effective distribution channels in order to enhance the
company's sales. The integrated marketing communication provide numbers of ways to deliver
the relevant information to their consumers. (Suay-Pérez, 2020) There are various plan of
integrated marketing communication that will discuss below.
Communication Strategy- The integrated marketing communication plan is essential
elements to promote the brand among numerous consumers. It offers many tool of marketing
such as promotion, public relation and advertisement with help of social media. The effectively
implementing of integrated marketing on identifying the needs as well as expectation of value
travellers. The strong communication allows to reach their market through different type of
communication strategies. (Taghipour, 2019) It involve medium as well as targets message for
establishing strong marketing communication in order to enhance the market value. The effective
communication strategies maintain the harmony between employees and employer so that it
enhance the operational activities. In context to Inter Continental Hotel Groups, The respective
company have used integrated marketing communication in which they mainly focus on
effective communication with employees and targeted audience.
Creative Content- The integrated marketing communication allows advertising
creativity in which generate the appropriate, fresh and unique views that can be utilization for
solutions to communication issues. It is essentials for ads to effective and appropriate so that
effectively influence the consumers or guests and reach the targeted marketplace. The integrated
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marketing is a process of sharing a relevant and consistent content experience to audience across
different channels. In relation to Inter Continental Hotel Groups, The repetitive company have
used effective content their advertisement that can be helpful for internation guest to know more
about the company's luxury amenities and other service.
Channel Choice- Integrated marketing communication is a strategy framework in which
deliver a effective content through radio, website, email, social media, mobile, TV and
newspaper etc. The organisation use their communication channels according to the different
guests and travellers as help to share the message and quality context to their consumer.
(Uğurlu, 2020)With referenced to Inter Continental Hotel Groups, the given company have
used digital channels for delivering the content to their numerous guests at same time. The
communication channel is an essentials part of integrated marketing as it help the organisation to
engaged consumer with globally.
2 The achievement of the controlling as well as affect of the integrated marketing plan
There are numerous technique or tool which help to monitoring the integrated
marketplace communication plan. The organisation use the effectively tool that asses to
predetermine the goals and control the whole process of integrated marketplace plan. The strong
monitoring is a only ways that organisation understand whether organisational objectives are
being accomplished or if not. In this process, the organisation fixing the standard for operational
work that must be compared wit the actual work. The effective communication campaign might
be misjudged non positively if organisation ignore the actual facts which competitive company
introduced a fresh product. (Zwerin, Clarke and Clarke III, 2020)The integrated marketing
communication plays a crucial role in delivering the integrated information' in their various
channels. The impact of integrated marketing communication is sharing a single message of
content to customers across the different marketing modes such as hoarding, banner,radio and
TV and so on.
3 Recommendations of enhance the integrated marketing communication plan
Customer's desire: The organisation ought to prepare the plan as per the customer's
needs so that consumer easily attractive toward purchasing the service and goods. The company
should aim at only those consumer who have interest towards company's product and service
instead of covering the whole marketplace.
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Social media: The social media play an vital role in organisational development as it
allows to connect with wide numbers of consumer across the world. (Thomas, Jose and
Upadhyay, 2019)The company should more collecting the customer's database that help to
understand the customer's desire and taste and focus enhancing digital presence of the
organisation.
CONCLUSION
The above stated report concluded that marketing channels are very important for an
hospitality sector's development and growth as well. There are various marketing channels such
as Email marketing, SEO marketing, Digital marketing and network marketing etc. The main
aim of marketing channels to establish the connecting between company which manufacture the
product & service and customer's who buy these good & service, The company choose the
communication channels according their product and consumer's behaviours. The effective
content help to allure the consumers to buy in order to increase the sale or revenue of the
organisation.
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REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Choudhary, H., 2021. Creativity in Advertising: Impact on Communication-effect and Consumer
purchase behaviour. Asian Journal of Management, 12(2), pp.144-146.
Enke, N. and Borchers, N.S., 2021. Social media influencers in strategic communication: A
conceptual framework for strategic social media influencer communication. In Social
Media Influencers in Strategic Communication (pp. 7-23). Routledge.
Hawshar, G., 2020. An implementation of integrated marketing and communication strategy in
collaboration with digital influencers.
Hu, L. and Olivieri, M., 2021. Social media management in the traveller's customer journey: an
analysis of the hospitality sector. Current Issues in Tourism, 24(12), pp.1768-1779.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Kitchen, P.J., 2020. Marketing communications. In A reader in marketing communications (pp.
1-9). Routledge.
Littlefield, R.S., Sellnow, D.D. and Sellnow, T.L., 2021. Integrated Marketing Communications
in Risk and Crisis Contexts: A Culture-Centered Approach. Lexington Books.
Porcu, L. and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International Journal
of Hospitality Management, 80, pp.13-24.
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing
communications influence customer–brand relationship outcomes?. European
Management Journal, 38(2), pp.335-343.
Suay-Pérez, F., 2020. Integrated Marketing Communication Relevance for Heavy
Consumers. Scientific Publications/University of Economics in Katowice, pp.201-211.
Taghipour, M., 2019. Effect of integrated marketing communication on brand value with the role
of agency's reputation (including case study). Journal of Process Engineering, 5(11),
pp.30-44.
Thomas, S., Jose, L. and Upadhyay, D., 2019. Role of integrated marketing commmunication on
online marketing. International Journal of Research in Social Sciences, 9(1), pp.28-47.
Uğurlu, K., 2020. Integrated Marketing Approach in Hotel Management. In The Emerald
Handbook of ICT in Tourism and Hospitality. Emerald Publishing Limited.
Zwerin, A., Clarke, T.B. and Clarke III, I., 2020. Traditional and Emerging Integrated Marketing
Communication Touchpoints Used in Effie Award-Winning Promotional
Campaigns. Journal of Promotion Management, 26(2), pp.163-185.
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