The Goring Hotel: Integrated Marketing Communication Report

This report provides a comprehensive analysis of integrated marketing communication strategies within the context of The Goring Hotel. It begins with an introduction to integrated marketing and its importance in the hospitality industry, particularly for luxury hotels like The Goring. Part A examines different types of marketing channels, such as online travel agents (OTAs), hotel websites, social media, and metasearch, assessing how these channels contribute to meeting communication objectives. Task 1 delves into the effectiveness of various marketing channels in reaching target audiences and building brand awareness. Task 4 assesses the integrated marketing communication plan with the communication strategy, channel choice and creative content. Part B focuses on developing communication objectives, justifying channel selection and integration, and designing an integrated marketing communication plan. The report concludes by summarizing the key findings and emphasizing the benefits of an integrated approach for enhancing marketing effectiveness and maintaining long-term customer relationships. The report underscores the importance of consistent messaging and strategic channel selection for successful marketing campaigns in the hospitality sector.

Integrated Hospitality
Marketing
Communications

Table of Contents
PART A...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain different types of marketing channels and assess how they met the communication
objectives in the hospitality organisation...............................................................................1
TASK 4............................................................................................................................................3
P5 Assess the integrated marketing communication plan with the communication strategy,
channel choice and creative content.......................................................................................3
CONCLUSION................................................................................................................................5
PART B............................................................................................................................................5
INTRODUCTION...........................................................................................................................5
MAIN BODY...................................................................................................................................5
TASK 2............................................................................................................................................5
P2 Develop communication objectives for the organisation..................................................5
P3 Give justifications for the selection and integration of communication channels............6
P4 Design an integrated marketing communication plan for the organisation......................7
CONCLUSION................................................................................................................................8
References:.......................................................................................................................................9
Books and Journals.................................................................................................................9

PART A
INTRODUCTION
Integration means the linking and by marketing communication we mean all the
promotional tools which are used in marketing of products and services. The integration of
marketing tools is used to deliver the message to the consumers effectively and
consistently(Ruiz-Real and et. al., 2020). The integration of marketing is used to provide the
delivery of the message for the longer term which helps in creating the awareness regarding the
product and the brand. Hospitality organisation when uses the integration of marketing tools then
their main aim is just to reach to the larger audiences and inform them about the existence of the
hotel. The Goring Hotel is the luxurious hotel which provides the best rooms and services to the
people. The hotel is located in London,UK and organises different events for the guest. This
report will cover types of marketing channels and how they help in meeting the communication
objectives. It will also cover integrated marketing communication plan with communication
strategy, channel choice and creative content.
MAIN BODY
TASK 1
P1 Explain different types of marketing channels and assess how they met the communication
objectives in the hospitality organisation
Marketing channels means the delivery of products and services from the manufacturer to
the consumers. This is considered to be the most effective and productive tool which helps in
delivering the product to the customers(Karpinska-Krakowiak and Eisend, 2020). Depending
upon the type of business, every business uses different marketing channels and in such way
hotels also uses different marketing channels which helps in building the brand image of the
hotel in the market and people also gets the knowledge regarding the hotel. The Goring Hotel
also uses different marketing channels which helps in bringing people to the hotel and which
helps to develop the image about the hotel. This is because without doing the promotion of the
hotel it would be impossible to attract larger number of audiences to the hotel. Different
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marketing channels have been explained below with the communication objectives that they help
in meeting in context with The Goring hotel-
 Online Travel Agents (OTAs)- Online travel agents are the websites in which number
of hotels are listed and people can choose from the different options according to their
likes. Individuals generally likes to explore different hotels according to their suitability
and what actually matters a lot is the amount of marketing which is conducted by these
OTAs. The Goring Hotel also list the hotel in such OTA as this helps in gaining more
name to the hotel and people also gets the information regarding the hotel. The business
receives the exposure when the hotel name and its services are mentioned on such
websites and OTAs also do the marketing at higher level for promoting the sites(Chiang,
Chen and Hsu, 2019). With the use of such websites The Goring Hotel is creating
awareness regarding the name of the hotel and many people are also getting informed
about it.
 Hotel Website- The best way for attracting the people to come to the hotel is the website
of the hotel which helps in attracting many people. The images of the hotel, its ambience
and the pictures of the room of the hotel usually attract people to visit the place for once.
The website of Goring Hotel is simple and people can make the booking of the hotel stay
in a very easy manner and the websites provide even the small details about the hotel
which is important to be known by the people. The website helps in providing the
information and also helps in educating the people regarding the things which are used by
the hotel and their services which is meeting the communication objectives.
 Social media- Social media have now become the most used and best platform in which
the businesses can make promotion about their brand. Hotels have their pages on the
social media platform by which any person who wants to take the information can take it
from the official page of the hotel. In present time many people have their account on the
social media which becomes easier for the hotel also to make promotional ads and write
articles about the hotel(Alves, Sousa and Machado, 2020). Social media is the interesting
platform which develops the interest of the people and as many people are joined on the
social media The Goring Hotel also makes the advertisement about the hotel with the
help of social media only. This helps to make the promotion of the hotel and its name
which is helpful in meeting the communication objectives.
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 Metasearch- Metasearch is used to provide the easy comparisons of the hotel in
comparison with the other hotels to compare the ratings and the prices of the hotels.
These metasearch takes the information from the online travel agents website and also
form the website of the hotels and helps the people in making the comparisons regarding
the highest prices to the lowest prices(Wut, Xu and Wong, 2021). The Goring Hotel has
also made the site of the hotel listed in the metasearch website as this will help the people
in making the easy comparisons and when the services they will compare with other
hotels than the Goring Hotel will be considered to be best. Many people will get to know
about the hotel and this strategy will be helpful to the business in attracting more people.
TASK 4
P5 Assess the integrated marketing communication plan with the communication strategy,
channel choice and creative content
Integrated marketing communication plan is the plan which integrates various marketing
tool and helps in delivering the message to the people at the same time. This tool saves the time
of the marketing team as the message which is communicated to the people is similar but the
only difference is that the tools which the team considered to be the best for the hotel. The
Goring Hotel when uses the integrated marketing communication plan then with it the hotel is
also meeting different strategies of the communication. The relation of integrated communication
plan with the communication strategy, channel choice and creative content has been discussed
below-
 Integrated marketing communication plan with communication strategy- The
marketing tools is the main tool which helps in meeting the communication objective
effectively. Integrated marketing communication plan is similar with that of traditional
marketing but the only difference is that marketing and promotional tools are used
together and help in delivering the similar message to the people which takes less time
and cost(Teoh, Wang and Kwek, 2019). Communication strategy main objective is just
to communicate the message to the larger audience about the hotel and that too in better
and productive way so that they understand the message and come to visit the hotel. It
basically means to develop the interest of the people regarding the hotel. The Goring
Hotel main objective is just to meet the expectation of the people which can be done by
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providing excellent services, good location and better ambience. With the help of
integrated marketing communication the objectives and strategy of communication can
be achieved significantly.
 Integrated marketing communication plan with channel choice- The channel choice
means the types of marketing and promotional channels which will be used by the hotel
to promote its hotel name. The integrated marketing is just the link between various
communication channels and the channels are decided according to how much productive
they will be in conveying the message to the people. The channels are the choices which
are made according to the research which the marketing team of the hotel conducts. The
Goring Hotel marketing team selects the best channel which will work best for the hotel
and according to which they have the capability to reach to the larger audiences (Heo and
Muralidharan, 2019). With that only the further activity of doing the promotion and the
timing at which the message has to be delivered is selected. The objectives and the
competition in the market is also the basis by which the channels are selected and then
integrated with the marketing channels together. The cost and the time which is spent on
the integration of marketing channels is less as compared to delivering the message with
the use of single marketing channels.
 Integrated marketing communication plan with creative content- Creative content
and the marketing communication are related with one another. This is because the
marketing just does not involve the pictures and images but the content is also the
important thing which helps in attracting the people(Dwikesumasari and Nugraha, 2019).
The hotels are the best in providing the creative content which can just stuck in the mind
of people at every time whenever they see the advertisement or any other thing which is
used for doing the promotion. The Goring Hotel marketing team plans the creative
content which will be amazing and will be best from its competitors. The website of the
hotel also includes the creative line which can be seen by just opening the website and
also in the video advertisements the content which has been written is highly attractive
and fascinating which is useful with the Integrated marketing communication.
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CONCLUSION
From the above report it can be concluded that integrated marketing communication plan is
helpful to minimise the cost of marketing as the tools which are used in marketing works
together and delivers the same message with consistency (Zhang, Li and Hua, 2021). It not only
provides the information regarding the brand and what services will be offered by them but with
the use of integrated marketing communication which is used by the hospitality organisation is
helpful in maintaining the long and healthy relationship.
PART B
INTRODUCTION
Integrated marketing communication is used to integrate or link together the channels which
are used in marketing of products and services by the hospitality organisations. It is not
compulsory that the use of integrated marketing communication plan can be used by other
business also. The integrated marketing communication is different from the traditional method
of marketing as this tool links all the tools of marketing. With the traditional methods of
marketing the marketers have to invest their time in managing the promotional tools separately.
But with the coming of integrated marketing the investment in time is less as compared to earlier
methods.
MAIN BODY
TASK 2
P2 Develop communication objectives for the organisation
Communication refers to the process in which one person is communication with the
another and delivering the message which they wants to communicate it with one another. But in
terms of communicating the message of the business the objective becomes different.
Communication objective basically means to provide the message and create the awareness
regarding the brand and the services which they are offering it to their guests(Köseoglu and et.
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al., 2021) . The Goring Hotel tries to meet all the objectives of communication with the use of
integrated marketing communication and bring more people to the hotel so that they can take the
best experience in the hotel. The main communication objectives of The Goring Hotel has been
discussed below-
 Develop awareness- The main objective of doing the marketing of the hotel is just to
make the awareness regarding the hotel and its services (Kim, 2020). Communicating the
message to the people helps the hotel to bring more guests and to take their best
experience. communicating the message brings benefit to the hotel as many people get to
know about the hotel. The Goring Hotel has chosen the marketing channel to be the most
effective and for that they have promoted their hotel on different websites.
 Developing interest- Interest is not developed by just providing and delivering the
message about the hotel in a general way. Interest is developed about something only
when something visuals come in the eyes of the people. The Goring Hotel attracts the
people with the help of pictures and images as this helps in attracting the people in a
faster way. Not just this, with the help of creative and good content about the hotel people
tends to become more amazed about the hotels.
 Promoting the brand and name- The promotion of the hotels cannot be done without
making any efforts on the advertisement(Kim and et. al., 2019). But the promotion is
done with the help doing conducive marketing and developing the name of the brand.
The Goring Hotel has developed its brand name of the hotel with the hard work which
they have put on in their marketing and advertisements.
P3 Give justifications for the selection and integration of communication channels
The communication channels which are used by The Goring hotel is to develop the
knowledge about the existence of the hotel. These channels help in creating the awareness about
the hotel and its services and offers which they provide to the people. The selection and
integration of the communication channels have been made because of the following reasons
which are discussed below in context with The Goring hotel-
 To build relationship with people- Marketing is the only tool with which the trust and
loyalty of the people can be developed in the initial stage. The channels are decided on
the basis of demographic, psychographic and many more features for the people. With
the help of segmentation the business focuses on the people according to their
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requirements. The Goring Hotel is successful in building the trust of the people by
promoting their brand according to the requirements which the individuals want form the
hotels.
 Develop the brand reputation- The growth of the hotel can be achieved only when it is
delivered to the people rightly and in a different manner form that of their competitors.
The communication channels play an important role for developing the brand image of
the hotel (Li and Yin, 2020). The Goring Hotel has met the expectations of the people
which is why the hotel is considered to be the best in their services, rooms and other
activities. But for providing this information there must be some channels which will help
in delivering this information. Thus, communication channels helps in providing the
productive information about the business.
 Providing the information about the business- No person will go to the place for
taking the information about the hotel. It is a well known fact that marketing helps the
people to know about the establishment of the business but with those channels of
communication also helps to provide the information about the hotel. The Goring Hotel
now can be searched online as the increase use of internet has made this facility but the
people can get the information only because the hotel has created the marketing about
themselves.
P4 Design an integrated marketing communication plan for the organisation
The integrated communication plan for the hotel has been discussed below-
 Contextual or situational analysis- This step includes the analysis of the market which
must relates to the contextual or situational thing. This analysis involves the internal and
external analysis in which the tools such as SWOT and PESTEL can be used for the
better understanding of the environment(Pop, 2019).
 Target market- The next step includes to identify the target market in which the
business wants to attract the people first and they have the chances that the target market
can help in the achievement of sales and growth.
 Communication objectives- The main purpose of the integrated marketing
communication is to meet the objectives of communication effectively. The
communication objectives help the business in creating the awareness for the brand and
this also helps to provide the necessary information to the people about the business. The
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Goring Hotel communication channels which they have chosen has been achieving the
objectives of the communication and informing about the hotel in the best way.
 Budget- The next step is to define the budget which has to be spent on the marketing by
the business(Vinzenz, 2019). The estimation of the budget is important because with that
accuracy the marketers can chose the channels accordingly and which work excellent in
the market.
 Marketing mix strategy- The business has to follow the strategy of marketing in which
if any service which they are coming with has to be introduced in the market. The
marketing mix of the hotel has to be related with the communication objectives and that
too it should match with the budget.
 Evaluation- The last step which is just to evaluate and monitor the process of integrated
marketing communication plan so that it achieves the objectives and aims of the business.
CONCLUSION
From the above report it can be concluded that integrated marketing communication helps in
linking all the tools of communicating the message about the brand effectively. The marketers
conduct the research in the market regarding the tools which will work best for the hotels
industry. After which they deliver the best tool which will be great for the hotel and by which the
hotel also accomplished the growth in the country.
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References:
Books and Journals
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and online
relationship quality in social tourism: A tourism for all case study. In Digital marketing
strategies for tourism, hospitality, and airline industries (pp. 49-70). IGI Global.
Chiang, C.F., Chen, W.Y. and Hsu, C.Y., 2019. Classifying technological innovation attributes
for hotels: an application of the Kano model. Journal of Travel & Tourism
Marketing. 36(7). pp.796-807.
Dwikesumasari, P.R. and Nugraha, R.D., 2019. Event Sponsorship Service Quality at PT Sinar
Sosro East Java Region: A Gap Analysis. TIJAB (The International Journal of Applied
Business). 3(2). pp.73-86.
Heo, J. and Muralidharan, S., 2019. What triggers young Millennials to purchase eco-friendly
products?: the interrelationships among knowledge, perceived consumer effectiveness,
and environmental concern. Journal of Marketing Communications. 25(4). pp.421-437.
Karpinska-Krakowiak, M. and Eisend, M., 2020. Mini-film advertising and digital brand
engagement: the moderating effects of drama and lecture. International Journal of
Advertising. 39(3). pp.387-409.
Kim, J.H., 2020. Luxury brands in the digital age: perceived quality and gender difference. The
International Review of Retail, Distribution and Consumer Research. 30(1). pp.68-85.
Kim, M. and et. al., 2019. Antecedents of social capital and its impact on satisfaction and
Loyalty. Journal of Hospitality Marketing & Management. 28(2). pp.263-284.
Köseoglu, M.A. and et. al., 2021. Origins, evolution and themes of scholarly hospitality sources:
1960–2019. International Journal of Hospitality Management. 94. p.102817.
Li, B. and Yin, S., 2020. How perceived control affects advertising avoidance intention in a
skippable advertising context: a moderated mediation model. Chinese Journal of
Communication, pp.1-19.
Pop, N.A., 2019, September. Contemporary Directions in the Development of Romanian
Academic Marketing in Favor of Increasing the Performance of the Organization.
In Griffiths School of Management and IT Annual Conference on Business,
Entrepreneurship and Ethics (pp. 17-35). Springer, Cham.
Ruiz-Real, J.L. and et. al., 2020. Rural tourism and development: Evolution in Scientific
Literature and Trends. Journal of Hospitality & Tourism Research,
p.1096348020926538.
Teoh, M.W., Wang, Y. and Kwek, A., 2019. Coping with emotional labor in high stress
hospitality work environments. Journal of Hospitality Marketing & Management. 28(8).
pp.883-904.
Vinzenz, F., 2019. The added value of rating pictograms for sustainable hotels in classified
ads. Tourism Management Perspectives. 29. pp.56-65.
Wut, T.M., Xu, J.B. and Wong, S.M., 2021. Crisis management research (1985–2020) in the
hospitality and tourism industry: A review and research agenda. Tourism
Management. 85.p.104307.
Zhang, T., Li, B. and Hua, N., 2021. Chinese cultural theme parks: text mining and sentiment
analysis. Journal of Tourism and Cultural Change, pp.1-21.
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