Marketing Channels and Strategies for Island Beach Resort

This report analyzes the marketing strategies and communication channels employed by the Island Beach Resort, a case study in integrated hospitality marketing. It begins with an introduction to marketing principles, emphasizing the importance of attracting potential customers. The report evaluates the effectiveness of various marketing channels, including social media (Facebook, Instagram, Twitter), digital marketing (YouTube, Amazon Prime), email marketing, company websites, promotional blogs, contextual ads, and conversion to reservation systems. It assesses how these channels contribute to achieving marketing objectives and enhancing brand visibility. The report further examines the creative content, channel choices, and communication strategies used by the resort, focusing on communication strategies, content marketing, and the use of online and traditional methods. The conclusion summarizes the challenges faced by the resort, particularly the need for improved online marketing, and highlights the role of ICT in enhancing communication. The report also includes a list of references to support the analysis.

Unit 33 - Integrated
Hospitality Marketing
Communications

Table of Contents
INTRODUCTION......................................................................................................................3
TASK A.....................................................................................................................................3
Evaluation of island beach resort’s marketing channels and the way they have contributed
in the effective achievement of objectives.............................................................................3
Evaluation of creative content, channel choice and communication strategy used by resort 5
TASK B......................................................................................................................................7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8

INTRODUCTION
Marketing is a process involves promoting company’s products and services in target
market so that potential customers can entertain by company. This report will emphasis to
different challenges most of the SME resorts are facing in utilising different marketing
channels and communications channels for different functional activities. This report will
also analyse the different marketing channels that can be a part of the communication
strategies of the company. The report will also evaluate the different communication
objectives that can be developed for Island resort and develop justifications as well.
Furthermore, this report will present an integrated communication plan that will help in
addressing the challenges identified.
TASK A
Evaluation of island beach resort’s marketing channels and the way they have contributed in
the effective achievement of objectives
Marketing is all about advertising company’s products and services in such a way that
organisation can attract the potential customers in market. Marketing is among the major
operation function part of organisation to spread the awareness in market related to products
and services offer by company. Now the information technology has become so advanced
that all companies are conducting its marketing and promotional activities with the support of
its information technology system (Agwu, 2020). All these marketing channels have
improved the influence of promotions of company. Marketing channels are so advanced these
days that company can project precisely all its products and services along with it can also
project the superiority of the company by editing the marketing videos and in other ways.
Following marketing channels company can use to promote its services all across the globe.
The marketing of the Island Beach Resort is not advanced that have also impacted over the
visibility of the company over internet. All these channels will be able to improve the
visibility of company in market.
Social Media
The marketing team of Island Beach Resort can channelize different social media channels
such as Twitter Face book and Instagram, to improve the efficiencies of its marketing and
promotional activities. Social media become one of the major tool companies use to attract its
customers. In case of travel and tourism sector social media platforms like Instagram, Face
book, Twitter are the primary tool marketing team of most of the luxury hotel use to promote

the products and services of company (Astuti, Ginaya and Sadguna, 2018). Social media
applications not just motivate the customers to book the hotel but it also inspires travellers to
have a holiday over the destination. As the recent reports almost all travellers all across the
globe explore internet and social media applications for planning for the trip. Social media
advertisement is also easy and accessible for the Island Beach Resort to promote its services.
This is also a cheaper technique to promote as it does not involve much investment company
just needs to publish the promotional videos over these applications. The social media also
supports in building or developing strong relationship with its customers for the long-term
growth this organisation. With the support of digital marketing company will be able to
strengthen its visibility over internet and this also give scope in case the promotional video
published by company get effective traffic many more articles might also publish about the
resort over different travel magazines.
Digital marketing
Marketing team of Island Beach esort can channelizes the digital marketing channel
for its promotional campaign. This is an effective mediu to promote company’s services. This
marketing channel involve You Tube, Amazon prime and other digital tools use to access for
videos, movies. Island Beach Resort marketing team can promote its services and products
over these channels. The number of views over these networks is more than the number of
views watches television shows. As per the recent interviews of travellers most of them likes
to watch shows over these channels only (Beritelli and Schegg, 2016). Company can get a
good engagement of travellers over its website and island with the support for channelling
promotional videos over these networks. Digital marketing have become the new mode of
promoting company’s products and services in market. These channels allow company to
highlight its services in the best way possible.
Email-Marketing
The marketing team of island beach resort have implemented the email marketing strategy for
promotions. This is an effective strategy company has used to promote its services. In this
strategy company give attractive offers to all its existing customers over emails (Luu, 2020).
This marketing strategy also allows company to motivate its existing customers to revisits the
island for holiday and trips. This strategy is also among the most common strategy most of
the resorts and hotels are using over a regular basis to attract its customers. This strategy also
allows company to attract new potential customers towards the island.

Company’s Websites
Company’s website is another marketing channel uses by island beach resort to communicate
with all potential customers about the services and products offer by island beach resort. This
channel provides customers for reaching webpage so that it can get proper information about
the resort facilities, services, products and infrastructure (Borges-Tiago and et.al., 2019). This
communication channels also allow visitors to instantly book the stay in the resort. This is a
fast mode of promoting company’s products and services in market.
Promotional blogs in magazines
This is also a key technique to promote company’s products and services in market.
This is the technique which involves channelling article in travel and tourist magazines to
attract the potential travellers (Capriello and Riboldazzi, 2019). Most of the travel enthusiasts
do not watch movies or web series rather they go for magazines and books to gain knowledge
about different destinations and historic places all across the globe. This strategy will allow
company to attract such travellers towards the services of the Island Beach Resort. Company
can attract with such travellers who likes beaches for the holiday sport.
Contextual Ads
Marketing team of Island Beach Resort can channelize the contextual ads for its
marketing strategies. In this strategy company can channelizes promotional videos over
television programs and movies. Company can also make strategic alliances with film
producers to channelize advertisements of the resort in the mid of the film release. This is an
effective strategy company can use to promote its products and services in market.
Conversion to Reservation
It is types of facilities which are offered by the company for clicking on it to get the
reservation of room within island beach resort to spend, and enjoy the vacation (Mwai, 2016).
Thus, customers on just one click can book resort and then meet their respective requirements
and needs which contributed in huge growth and success of this organisation.
Evaluation of creative content, channel choice and communication strategy used by resort
The marketing team at Island beach resort used an effective communicating strategy
to attract large number of people or customers to prefer service and products of its resort, so

that resort can earn maximum amount of profitability. This is the need of the hospitality and
travel market in order to sustain and grow its business within market it has to integrate the
customers’ relationship management and websites. Therefore, different communication
strategies, channel choice and creative content part of the island beach resort marketing
campaign.
Communication Strategy
Island beach resort’s marketing team uses communication strategy to communicate about the
products and services of company in front of the potential customers. Communication
strategy allows company to give precise information about different services and facilities
offer by the Island Beach Resort to its customers (Ilic and Nikolic, 2018). On the basis of the
needs and wants of each customer group such as business class customers, travellers, students
and other customer group descriptive information provide in the marketing campaign of
company. Both tradition and modern methods are used by Island Beach Resort marketing
team for influencing decision making of maximum number of customers that are looking for
a stay in a hotel. Marketing team is using online medium that generally helps in web design
and web marketing, so that customers can be attracted with the support of great visual
promotion video.
Marketing team of Island Beach Resort can use the communication strategy denoted as
landing page which provide options to different customers for visiting website and send
inquiries for vacation. Marketing team of Island also used banner advertisement strategy to
attract tourists in respect to selecting Island resort to spend the holiday. Google, yahoo are
among the most popular search engines travellers use to search for the best stay at the
destination. Island Beach Resort has already published content over Google and data over
Google analytic, so that customers can easily collect information, and select the best possible
option for the holiday stay (Kaushik and Khanna, 2017). Phone analytic is another
communication strategy used by marketing team for taking feedbacks of customers in
detailed way. Information like whether booking have made or not, so that other strategies can
be developed to influence and motivated customers towards buying different packages of
Island.
Content marketing
The marketing team of Island Beach Resort have created content and post for its official
website and webpage for providing information to large number of customers or people about

facilities and services of resort. Marketing team has projected the precise information about
the resort services like Spa, Wi-Fi facilities, delicious food and beverage facility. Content
writing is the new technique to promote company’s services in market. Content writing also
make the promotional campaign of company more authentic and informative in respect to
different services and products of Island Beach Resort (KULAR, 2017). Website of resort
has also informed various customers about its charges against staying at the resort on single
day and night basis for family member and couple etc. This allows customers to easily
compare the services of resort with other resort and hotel options. On the basis of the
comparison drafted they can select the best possible option to fulfil their requirements.
TASK B
Covered in PPT.
CONCLUSION
The research conducted in the report above indicated that the overall problems that
Island resort is facing is in the form of lack of proper online marketing channels. The report
presented that there are multiple channels that can be used for marketing and further the
report also ascertained that how ICT helps in improving the existing communication
strategies. Further the report designed adequate communication objectives for the Island
Resort and the report also presented the justification regarding the chose communication
channels and lastly the integration between marketing and communication objectives was
presented in the report for the selected case study of Island Resorts.

REFERENCES
Books and Journals
Agwu, E., 2020. Contemporary Management Approaches to the Global Hospitality and
Tourism Industry: Technology as a Panacea for Sector Growth. In Contemporary
Management Approaches to the Global Hospitality and Tourism Industry (pp. 45-
57). IGI Global.
Astuti, N. N. S., Ginaya, G. and Sadguna, I. G. A. J., 2018, October. A Hotel Front Desk
Receptionist and Catur Paramita Values: A Study of Implementing Local Wisdom in
Hospitality Industry. In 1st International Conference on Social Sciences (ICSS
2018). Atlantis Press.
Beritelli, P. and Schegg, R., 2016. Maximizing online bookings through a multi-channel-
strategy. International Journal of Contemporary Hospitality Management.
Borges-Tiago, M. T. and et.al., 2019. A brand-new world: brand-endorsers-users fit on social
media. Academia Revista Latinoamericana de Administración.
Capriello, A. and Riboldazzi, S., 2019. Exploring service innovation in a network of travel
agencies: the Robintur case. Journal of Hospitality and Tourism Technology.
Ilic, I. and Nikolic, A., 2018. Implications of modern technology development for the tourism
sector of the republic of Serbia. Ekonomika, Journal for Economic Theory and
Practice and Social Issues. 64(1350-2019-2782). pp.37-52.
Kaushik, P. C. and Khanna, K., 2017. Is social hotel the future of Indian
hospitality?. International research journal of management, IT and social
sciences. 4(1). pp.71-77.
KULAR, N. K., 2017. SOCIAL MEDIA AND ENGAGING WITH CONSUMERS IN THE
HOSPITALITY SECTOR. Hospitality Marketing and Consumer Behavior:
Creating Memorable Experiences.
Luu, T. T., 2020. Reducing food waste behavior among hospitality employees through
communication: dual mediation paths. International Journal of Contemporary
Hospitality Management.
Mwai, E., 2016. Factors influencing adoption of ICT by small and medium enterprises in the
hospitality industry in Kenya. IOSR Journal of Mobile Computing &
Application. 3(2). pp.12-19.
Nugroho, A. and Sihite, J., 2020, February. The Product, Promotion, and Place@
BreadTalkIndo. In 4th International Conference on Management, Economics and
Business (ICMEB 2019) (pp. 6-8). Atlantis Press.
Nuraliev, N. and Ramazanov, A., 2018. Innovative Trends of Service in the Sphere of
Hospitality. In Innovation Management and Technology in the Era of
Globalization (pp. 140-148).
Ola, D. C., 2018. APPLIED INFORMATION AND COMMUNICATION SOFTWARE IN
ASSESSMENT OF QUALITY REVIEWS OF HOTEL SERVICES FROM

ROMANIA. Bulletin of the Transilvania University of Brasov. Forestry, Wood
Industry, Agricultural Food Engineering. Series II. 11(2). pp.151-154.
Spil, T. A., Effing, R. and Both, M. P., 2016, September. Enable, engage and evaluate:
introducing the 3E social media strategy canvas based on the european airline
industry. In Conference on e-Business, e-Services and e-Society (pp. 15-30).
Springer, Cham.