Developing an Integrated Marketing Communications Plan for Hospitality

This report provides an in-depth analysis of integrated marketing communications within the hospitality sector, using the Langham Resort as a case study. It assesses the current marketing situation, identifies communication channels, tools, and methods, and evaluates how these channels are integrated to add value. The report designs communication objectives, justifies the selection of communication channels, and assesses the application of these objectives within the marketing communication mix. Furthermore, it creates a detailed integrated marketing plan with SMART objectives, produces channel-appropriate content, and determines communication strategies to support business objectives. The plan is evaluated for its communication strategy, channel choice, and creative content, with recommendations provided to improve the plan for maximizing revenue and meeting business objectives. The report emphasizes the importance of integrated marketing communications in achieving business goals and enhancing customer engagement in the competitive hospitality market.

Integrated hospitality
marketing
communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Assess that in which manner marketing channels of communication are integrated within the
range of organizations of hospitality to add value and increase resources making use of the
marketing models into critical manner...................................................................................4
Describe through judgments about how channels of marketing add value with support of
particular hospitality examples for demonstrating that in which manner they serve the
objectives of communication..................................................................................................5
Design the objectives of communication for the given hospitality situation of organization and
provide justification for selection and integration of channels of communication chosen....5
Assess the application of objectives of communication into context of marketing
communication mix and the hospitality business objectives ................................................6
Create a detailed integrated marketing plan of communication which appropriately integrates
multiple communication channels which has tactics and SMART objectives to meet the
overall marketing and business objectives.............................................................................6
Produce and design content appropriate to the channel and communication objectives.......7
Determine the strategies of communication which can be used to support into context of
achieving objectives and it also include medium or media and channels to use....................8
Evaluate the integrated communication plan of marketing into context of communication
strategy, channel choice and creative content........................................................................9
Review and critique the success of monitoring and impact of the integrated marketing
communication plan...............................................................................................................9
Provide justified and appropriate recommendations for improving the integrated
communication marketing plan for maximizing revenue and successfully meet the business
objectives and communication as well.................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The marketing communications are considered as one of the major and key approaches
which helps a business to pass crucial information to key customers. All the major business
organisations in the hospitality sector focus on development of marketing communications and
planning to achieve major objectives and goals (Ben Youssef, Leicht, and Marongiu, 2019). The
integrated marketing communications also helps a business entity to set an approach in dealing
with promotion and advertisements of the business firm. This project has selected example of
Langham resort that is performing key operations in the hospitality sector since 150 years. The
Langham resort is situated in Portland London and provide luxury services to major customers.
The Langham resort was first opened in the year 1865 and has taken into account innovation
and serving valuable guests from Europe's first grand hotel. The resort is one of the topmost
luxury resorts in London and is also known for its valuable services. This report will cover in
depth analysis of current marketing situation related to communication. This project will also
cover key objectives and goals of communication that can be applied to a specific situation of
business entity. The project will also cover enhancement of marketing communication plan in
relation to voice of channels and strategy related to communication.

TASK
Assess the communication of current marketing situation and channels of the resort, identifying
the channels, tools and the methods in use
In the era of stiff competition between companies, it is essential for a business entity to
focus on development of marketing communication plan. The current situation of hospitality
sector includes competition between various international and national companies. In order to
gain effectiveness in key operations and increase value of the business, it is crucial for a
company to develop systematic communication plan (Bruhn, and Schnebelen, 2017). It is
necessary for the Langham Resort to focus on developing majority of communication objectives
and planning on the basis of digital technology based tools and techniques. It is necessary for
Langham resort to focus on recent trends related to marketing in order to develop focused
approach at the marketplace. The recent trends in marketing includes advertisements and
publicity on digital media tools and techniques through major platforms like Facebook,
Instagram and Twitter.
Assess that in which manner marketing channels of communication are integrated within the
range of organizations of hospitality to add value and increase resources making use of the
marketing models into critical manner
The marketing channels of communication are essentially integrated with the range of
organisations of hospitality in order to develop focused value. It is major role of a business to
analyse key factors which are responsible for adding value and implement them in a systematic
manner. The Langham resort is also focusing on utilising all major resources in an optimum
manner to ensure business growth and expansion (Camilleri, 2018). Marketing channels of
communications are integrated with each other with the help of strategic frameworks developed
by higher level authorities related to marketing management.
The stiff competition era and focus on majority of operations related to social media
marketing will provide competitive advantage to Langham resort. The Value addition will be
major technique which will help the resort to attract large number of customers. Application of
famous and widely accepted marketing models like Marketing mix and STP analysis will help
the company to deal with the same.

Describe through judgments about how channels of marketing add value with support of
particular hospitality examples for demonstrating that in which manner they serve the
objectives of communication
In order to lead the marketplace with focus on effectiveness and development of a
company, it is necessary for the business entity to integrate the different marketing channels. If
the marketing channels are linked with each other, then they will help and support majority of
operations of a business in reaching value development. The primary function of marketing
management of Langham resort is to analyse majority of external and internal factors that are
associated with business growth and expansion (Chevers, and Spencer, 2017). In the recent
times, adding marketing value to a business helps in increasing chances of growth and expansion
by adding the desired value. This will also help in serving communication objectives in a well
defined manner for achievement of majority of goals and objectives. If the example of Langham
resort is taken into account then, majority of its operations are performed with the help and
support of marketing strategies that created value development.
Design the objectives of communication for the given hospitality situation of organization and
provide justification for selection and integration of channels of communication chosen
In the overall development of a business entity, communication plays an important role
by supporting functioning of majority of operations. The main objectives related to
communication and their application for Langham Resort is mentioned below:
 Information- In the objectives related to communication, the information is one of the
major elements. Information includes precise message which needs to be conveyed to the
customers (Chu, Deng, and Cheng, 2020). Information includes primary focus on
circulating best message related to products and services which is to be conveyed to the
customers.
 Control- The control and monitoring of the information is very much essential for the
business entity in order to seek attention of the customers. Langham resort should
establish key control on its message circulation and development in order to achieve key
objectives of the marketing.
 Motivation- In the functioning of a business, motivation is one of the major factors
which creates enthusiasm and spirit in marketing employees. This helps a business entity
to develop performance of marketing employees.

 Emotional expression- The emotional expressions of customers are essential to be
understood by a business organisation in order to serve them in a better manner. It is one
of the major roles and responsibilities of marketing management to analyse emotional
expression of key customers (King, 2017). Maintaining the value of a business is
essential with the help of understanding emotional expression of consumers.
Assess the application of objectives of communication into context of marketing communication
mix and the hospitality business objectives
The application of communication objectives is one of the major approaches which helps
the business organisation to achieve its set targets. The communication mix of Langham resort
will focus on primary targets in order to achieve majority of objectives and goals. In order to
achieve key goals and objectives, it is main role of marketing management to apply the
communication mix (Kitchen, 2017). The communication mix will also focus on analysing the
major factors which are helpful in establishment of communication with major customers.
Communication mix and its development is performed by marketing management to develop
focus on publicity and advertisements. The objectives of communication can be aligned with
communication mix of Langham resort in order to achieve set targets and develop effectiveness
in policies.
Create a detailed integrated marketing plan of communication which appropriately integrates
multiple communication channels which has tactics and SMART objectives to meet the
overall marketing and business objectives
The marketing communication plan is a major approach which helps a company to
develop key marketing operations. Marketing communication plan of Langham resort should be
developed by professionals in order to facilitate development of the company. This is one of the
most crucial roles of top level and strategic management of a company to facilitate development
of marketing plan and also execute it to achieve key objectives and goals. Marketing
management plan of Langham resort is mentioned below with the assistance of SMART
objectives:
 Research of marketplace- This is the primary element or stage in the marketing
management plan (Law, Leung, and Chan, 2019). This stage includes conducting precise
research of the whole marketplace in order to achieve aims and objectives. The market

survey can be also helpful in development of market research in order to know wants and
needs of customers.
 Development of policies and planning- The planning and policies in the secondary
stage are framed by an individual. The policies of a company are systematic frameworks
that develops major rules and regulations framed by a business. These rules and
regulations are effective for marketing development and other activities related to
marketing plan.
 Actions and implementation- The action and implementation of the marketing plan is
counted in the tertiary stage. It is one of the major roles of a business to focus on
development of appropriate actions which are necessary for fulfilment of marketing plan
based objectives. It is main role of the marketing manager of company to dictate
importance of implementation along with main supervision and control.
 Feedback and review- The feedback and review of marketing plan is also necessary for
the business to be taken into consideration (Romolini, Fissi, and Gori, 2017). The
Langham resort must take feedback of all employees in order to increase chances of
growth and stability. Feedback approach also helps business entity to done appropriate
modifications in the services and products along with the whole marketing plan.
Produce and design content appropriate to the channel and communication objectives
Most of the successful business organisations in the global and domestic marketplace
focus on choosing best approach to produce and design. In the recent time, it is important role of
a business to focus on new product development in order to gain effectiveness in majority of
operations. The concepts of produce and design concepts are explained below in relation to
channel and communication objectives:
 Produce- The production is considered as the main function of a business entity in order
to achieve majority of targets and goals. The business entity like Langham resort should
focus on producing quality based product in order to seek attention of majority of
customers. The production process is major system oriented process which is main role of
operations management in a business (Salakhiddinovna, 2021). The production of a
company also plays a systematic role in increasing all major dimensions of a business.
 Design- Design is considered as key approach which helps a business to formulate best
cover designs for the business entity. It is main role of a business to design products with

the help of professionals and experts in the packaging department. The business entity
should also develop majority of operations with more focus on business development in
order to increase chances of business growth. The attractive design and packaging of a
product is very crucial to be applied in order to achieve communication based objectives.
Determine the strategies of communication which can be used to support into context of
achieving objectives and it also include medium or media and channels to use
The strategies of communication are related to planning frameworks which are
formulated by higher authorities of Langham resort. The business organisation should develop
focused strategies in order to achieve majority of set targets and goals. Key strategies related to
communication developed by Langham resort are mentioned below:
 Experts and professional employees- The presence of professional employees is very
much important to be a part of a business marketing. These employees will help and
support the business organisation to develop systematic and precise functioning of
marketing (Šerić, Ozretić-Došen, and Škare, 2020). It is also one of the crucial roles of a
business to support development of a company by increasing its approach in marketing
management.
 Convincing techniques- The marketing management of Langham resort should use
focused convincing techniques that are helpful in increasing chances of business success.
The convincing techniques used by marketing management employees will be supportive
for a business in impressing the customers. If the customers are convinces then the sales
turnover and profitability of company will also improve.
 IT tools and technology- Information and technology is widely growing day by day in
the corporate world. A business must use key IT tools like customer relationship
management and management information system in order to provide good services to
key customers. The application of major IT tools and techniques will support the business
to achieve all major targets which are set at the starting of the financial year. In the recent
times, the importance of information and technology is growing day by day and business
organisations are using them to deliver best business practices (Sotiriadis, 2017). The IT
department and management of Langham resort should develop effective operations with
help and support of key policies and frameworks.

Evaluate the integrated communication plan of marketing into context of communication
strategy, channel choice and creative content
The integrated communication plan holds importance over various kinds of elements that
is based upon performing operations. In order to create dominance within marketplace it is
required for business to select best communication strategy. This leads upon making
communication plan which is necessary element and is required for performing with effective
operations. It leads upon creating domination within marketplace, it is important for business
over selecting communication strategy and channel choice. Langham resort requires to develop
focus over business for selecting communication strategy with leading marketplace. The
organization requires over assisting of board of directors helping in delivering best practices in
relation to communication plan. The organization helps in assisting directors and other
authorities for delivering best practices which makes communication successful. The
communication plan helps upon focusing over different elements regarding marketing mix which
increases opportunities for business to success. Also communication plan is based upon
conducting brief marketing survey over known preference with needs of majority customers.
Integrated communication plan consider upon forming benefits through forming strategies
important for growth of system (Strycharz, van Noort, and Smit, 2019).. The communication
plan requires over taking account and analysing main external and internal factors that is based
over related choices of channels. In order to make creative content business organization must
support professional web designer and content creator.
Review and critique the success of monitoring and impact of the integrated marketing
communication plan
As the marketing communication plan has been implemented in successful manner for
developing and monitoring about elements supporting business activities. The monitoring if
integrated communication plan is required for supporting business activities. The monitoring if
marketing communication plan leads upon developing system within business organization
through using digital tools. These tools are developed and is used by IT management for
reattaching and developing business department more effectively. This is important for business
to assists over key strength and weakness regarding marketing with its various perspectives.
Marketing plan requires over support requires within business entity for making success

achieved with goals and objectives. The monitoring should be done on regular basis in order to
achieve all major goals and objectives.
Provide justified and appropriate recommendations for improving the integrated communication
marketing plan for maximizing revenue and successfully meet the business objectives and
communication as well
In order to accomplish goals and objectives within an organization it is required by business for
supporting and planning over recommendation for business. The integrated communication plan
requires over making professionalism for increasing revenue making targets achieved more
effectively. The main function of Langham resort has been discovered for creating stability and
growth by following certain recommendation.
 Using best websites for advertisements- In this selecting of popular websites that is
important for business organization. It is used for increasing business stability and
development with key role of management for selection of search engine by optimising
websites. In order to select business entity making focus over key approaches developed
in marketing.
 Creative content- In this competition era various business entities leads upon making
business develop focus by providing creativity within content (Valos, Maplestone, and
Ewing, 2017). The creative content is based upon designing by experts for convening
customers. Web design is an important tool that has been analysed by business entity for
promoting systematic development.
 Focus on marketing models and theories- This is recommended for Langham resort
developing emphasis on implementing marketing theories. The key theories of marketing
like Segmentation, target, positioning, marketing mix and marketing channel model ia
helpful for developing Langham resort.

CONCLUSION
From the above analysis it can be concluded that in order to increase the efficiency and
effectiveness of a business, it is necessary to focus on development of communication objectives.
This project concludes that communication strategies and their development is one of the major
approaches which can help a business entity to lead the competition. This project concludes that
it is one of the major roles and responsibilities of marketing management to assistance of digital
marketing communication plan in order to effectively communicate with key customers. This
project concludes that modern technology based tools and techniques should be adopted by an
organisation in order to gain competitive advantage. This analysis also concludes that in order to
successfully maintain competency edge at the marketplace, it is necessary for a business entity to
take support of strategic and planning frameworks.

REFERENCES
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