Evaluating Marketing Channels and Strategies: Hospitality Report

This report provides a comprehensive analysis of integrated marketing communications within the hospitality sector, using Crow Wood Hotel & Spa Resort as a case study. It evaluates various marketing channels, including advertising, social media, and public relations, assessing their effectiveness in achieving communication objectives. The report critically examines the hotel's communication strategy, channel choices, and creative content, highlighting the importance of customer relationship management, service image, and online travel agents. Furthermore, it explores the development of an integrated marketing communications plan, emphasizing the role of marketing strategy, channel selection, and creative content in attracting customers and achieving business goals. The report concludes with an evaluation of the integrated marketing communication plan, emphasizing the importance of digital marketing and competitive analysis.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Evaluate the different marketing channels used in the case study and how they served the
communication objectives for the resort......................................................................................3
Critically evaluate the hospitality case study involving communication strategy, channel
choice and creative content..........................................................................................................5
TASK 2............................................................................................................................................7
The proposed communication objectives for the resort...............................................................7
The justification for the selection and integration of the communication channels chosen........8
The integrated marketing communications plan that effectively meets communication
objectives for the resort...............................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Hospitality Marketing Communication can be defined as the process which simply explains
about the approach which company should use for the purpose of accomplishing their goals and
target. In present scenario, role of marketing is increasing day by day where technology is
playing crucial role in current scenario. It is said that whenever any of the entity performs its
business activity, it becomes essential for them to collect the database of customer where it is
essential to identify that how an organisation is required to perform in any of the situation. The
present report is based on Crow Wood Hotel & Spa Resort which is one of the hospitality sector
industry which is located in Holme Td, Burnley, United Kingdom.
In this respective file, different types of question will be addressed which relates with
several types of marketing channels which is being used by resort in order to meet out its
objective. Also, critical evaluation will be done in the sector of hospitality which will be based
on communication strategy, channel choice including creative content.
TASK 1
Evaluate the different marketing channels used in the case study and how they served the
communication objectives for the resort.
It is necessary to understand that marketing is among the most important part for any of
the business organisation where they are needed to consider number of factor. It is said that
whenever any of the entity perform its business activity, they must be able to decide that which
types of marketing is effective for attracting large number of customers because that is the only
way through which goals and target can be accomplished (Barreda, 2014). In context of Crow
Wood Hotel & Spa Resorts, it is said that they have been performing their business activity but
still they are unable to use their communication channel effectively due to which their target is
not being accomplished. It is also needed to understand that Crow Wood Hotel & Spa Resorts,
works in different area where they do marketing, provides room for customers and many more.
There are different ways through which marketing can be done by the company which is has
been explained below in detail:
 Advertising: This is one of the most important platform through which promotion can be
done for the company which will certainly allow them to accomplish the goals. In present

scenario, there are number of option through which advertisement can be done such as
radio, television, newspaper article and many more. In context of Crow Wood Hotel &
Spa Resort, they can use advertisement process for promoting their products within the
market because it is among one of the most popular means through which product and
services can be promoted within the market. In addition, it will also allow to attract large
number of customers (Copley, 2014).
 Social media: It is among the platform which is trending in current scenario through
which company can promote its product and services. It is necessary to understand that
any of the entity can only perform effectively if they are use social media for promotion
because it has the option where selected number of people can see the advertisement of
people or even company can reach to large number of customers at a single time. Talking
about Crow Wood Hotel & Spa Resort, social media can be one of the effective platform
through which they can perform in best possible manner within the market. Even
company can develop relationship with customers through this particular process of
marketing. Also, personal website can be the effective way of attracting customers where
company include its offer which they can provide to its customers.
 Public relations: Whenever any of the entity performs its business activity within the
market they must be able to work in that particular manner through which public relation
can be developed. It is said that public relation is very much important for any of the
organisation because it simply guides whether company would attain its target or it will
fail in performing within the market. In context of Crow Wood Hotel & Spa Resort, they
can work to develop public relation because it will simply provide them the idea that how
they are needed to perform with the market because suggestion from the customers can
be easily obtained in it which is essential for any of the organisation in attaining their
goals and target.
After analysing all of the communication channel, it is needed to understand that
organisation like Crow Wood Hotel & Spa Resort must work for the purpose of attain their goals
through social media which is one of the must preferable and suitable platform in current
scenario (Jenkins and Karanikola, 2014). In addition, their communication channel will also
allow the company build health relation with customers which is essential for company
whenever they perform their business activity within the market. This will allow the company to

set out their business objective which is essential for making any of the decision within the
entity. Also, management of Crow Wood Hotel & Spa Resort had worked within market research
which is important for preparing the objective of a company and that has been discussed below:
 Developing Customer Relation: It is necessary for any of the organisation to develop
customer relation because that is one of the way through market value of an organisation
can be developed. In order to improve relation with customer, company has been working
within the area where they directly meet out the requirement of each customer because
that is essential for accomplishing the goals for Crow Wood Hotel & Spa Resort. Also,
company will get the opportunity to connect with loyal customers (Ku, 2014).
 Working on Services image: It is becoming more and more important for any of the
hospitality sector industry that they should be able to improve their service image in order
to attract customers. Here, company like Crow Wood Hotels & Spa Resort must have the
knowledge that what their customers want from them and according to that they should
be able to build their communication channel and service line. It will simply allow the
company to improve their overall image in the market which is necessary for
accomplishing goals in current scenario.
 Online Travel Agent: It has been already discussed above that company should mainly
focus within online services because of the current requirement. In this, Crow Wood
Hotels & Spa Resort should be able to work in that particular manner through which they
can contact with some of the agent who can allow the customer to stay with Crow Wood
Hotel while visiting to any of the place (Smith and Font, 2014). It will certainly allow
them to meet out their targets and goals in very short time duration.
Critically evaluate the hospitality case study involving communication strategy, channel choice
and creative content
In present scenario, most of the business organisation performs its business activity on
the basis of marketing and for that company must bring changes within their marketing skills in
order accomplish their goals. Nowadays, companies mainly focus on online marketing because
of increase in use of social media by customers. It is said that integrated marketing
communication plan even focuses on social media for increasing communication with customers.
In context of Crow Wood Hotel & Spa Resorts, their manager is also trying to work more within
their website and other social media platform through which they can attract more number of

customers (Gatling, 2015). The main purpose of taking the help of social media is just to ensure
that company gets proper opportunity to find out the preferences of customers which is very
much important for sustaining within the market. The major among of the manager is just to
ensure that they can be able to take the maximum benefit through integrated marketing play by
working on structure as well as strategies including the most appropriate channel which customer
prefer the most. Detail information is mentioned below:
 Marketing Strategy: - It has been seen that customers like to enjoy different services
whenever they want to stay within hotel and resorts. Looking at this particular
requirement of customers, the manager of Crow Wood Hotel & Spa Resorts is focusing
on inclusion of some of the services like gym, spa, different types of entertainment
programs for tourist and many more (Kim and et. al., 2016). It will simply allow to
provide higher level of comfort to customers while staying within the resort.
 Choice of Channel: - It becomes essential for any of the management to decide that
which mode of channel is effective for them in achieving their targets because that is only
the way through which they can perform effectively with the market. The current demand
within hospitality industry is all about using electronic gadgets which are popular among
the customers. In the similar fashion, the manager of Island Beach has decided to focus
more on electronic channels for doing effective promotion as it’s the only way to attract
any of the customer in current scenario. It simply allows to increase the interaction
between customers and management of resort, which is necessary in current scenario.
 Creative content: - The use of creative content within hospitality industry is very much
important because it is the only way through which they can easily attract higher number
of customers in short time duration. In context of Crow Wood Hotel & Spa Resort, their
manager must focus on hiring the team who can prepare the tag lines which is can be
crucial in attracting more number of customers (Mohammed Abubakar, 2016). The tag
line can work for enhancing the overall sales percentage through which tough
competition can be given to rivalry firms.
In current scenario, social media can become one of the crucial platform for them through
which they can easily attract higher number of customer which is very much important. Even
social media can allow the customer to solve their quarries which will result into higher profit
ratio for organisation.

Monitoring the integrated marketing communication plan: - Nowadays, hotel
industry is not only commenced with the main of providing services related to stay for tourist or
customer but it is essential that other services are equally important which must be provided.
Event manager should be appointed who can work in that particular manner where they can
organisation different types of parties related to wedding, official parties and many (Chan, Lowe
and Petrovici, 2017). Here, Crow Wood Hotel & Spa Resort can work for providing the services
related to attracting customers which is very much important and even it will simply allow them
to attract higher number of customers
Evaluation of integrated marketing communication plan: - After having detail
analysis to the case study, it can be understood that Crow Wood Hotel & Spa Resort is working
in the working in the field of digital marketing for attracting more number of customers. It will
allow the customer to identify about the services which company wants to provide to its
customers. Different offers can be explained through online marketing which will simply allow
customers to do comparison before staying within any of the hotel through which their goals can
be accomplished easily in short time period (Punjaisri and Wilson, 2017). Also, it can provide
them the way through which they can meet out the demands of customers which will help them
to compete with rivalry firms.
Not only this but it is equally important to evaluate the performance of a company that
whether marketing communication plan is effective or not. Here, company like Crow Wood
Hotel & Spa Resorts can take the help of return on invest where they can identify about the
requirement that what return they are generating from the investment after using communication
plans. Also, company has to option to take the help of customer’s relationship management and
more (Bai and et. al., 2019). Finally, it can be recommended to the company that they must be
able to provide the services to its customers as per their choices and preferences because it will
certainly help them to develop trust among the customers through which goals can be
accomplished easily.
TASK 2
The proposed communication objectives for the resort
Covered in PPT

The justification for the selection and integration of the communication channels chosen
Covered in PPT
The integrated marketing communications plan that effectively meets communication objectives
for the resort
Covered in PPT
CONCLUSION
After having a detail discussion, it can be concluded that integrated marketing
communication is among the most important sector in present scenario which is helpful in
transferring any of the useful information through which effective services can be offered to the
customers. It need to be understand that there are several types of marketing channel which can
easily allow to form appropriate strategies and many more which is very much important in
current scenario. In addition, it can be easily said that communication channel is very much
important within hospitality industry where there is huge competition from the side of rivalry
firms.

REFERENCES
Books & Journals
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Copley, P., 2014. Marketing communications management: analysis, planning, implementation.
SAGE.
Jenkins, N. R. and Karanikola, I., 2014. Do hotel companies communicate their environmental
policies and practices more than independent hotels in Dubai, UAE?. Worldwide
Hospitality and Tourism Themes.
Ku, E. C., 2014. Functional integration and systems implementation of customer relationship
management in hotel industry: A multilevel analysis. International Journal of
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Smith, V. L. and Font, X., 2014. Volunteer tourism, greenwashing and understanding responsible
marketing using market signalling theory. Journal of Sustainable Tourism. 22(6). pp.
942-963.
Gatling, A., 2015. A causal model for integrating workplace spirituality into hospitality
organizational transformation. Journal of Human Resources in Hospitality &
Tourism. 14(2). pp. 177-194.
Kim and et.al., 2016. Influence of the work relationship between frontline employees and their
immediate supervisor on customers’ service experience. Journal of Hospitality
Marketing & Management. 25(4). pp. 425-448.
Mohammed Abubakar, A., 2016. Does eWOM influence destination trust and travel intention: a
medical tourism perspective. Economic research-Ekonomska istraživanja. 29(1). pp.
598-611.
Chan, F. F. Y., Lowe, B. and Petrovici, D., 2017. Young adults' perceptions of product
placement in films: An exploratory comparison between the United Kingdom and Hong
Kong. Journal of Marketing Communications. 23(3). pp. 311-328.
Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
brand promise. In Advances in corporate branding. (pp. 91-108). Palgrave Macmillan,
London.
Bai and et.al., 2019. Food safety in restaurants: The consumer perspective. International Journal
of Hospitality Management. 77. pp. 139-146.