Integrated Hospitality Marketing Communication: Case Study Report

This report examines integrated marketing communication (IMC) within the hospitality industry, focusing on a case study of a small luxury resort. The report evaluates various marketing channels, including social media, advertising, sales promotion, and direct marketing, assessing their effectiveness and communication objectives. It analyzes the strengths and weaknesses of online distribution channels and critically evaluates the resort's IMC plan, considering creative content, communication strategy, and channel choices. The analysis highlights the importance of digital marketing, offering recommendations to enhance revenue, improve customer tracking, and optimize the use of various marketing channels. The report emphasizes the need for a well-defined IMC plan to create brand awareness and achieve marketing objectives, addressing the challenges of traditional versus online marketing approaches, and the importance of data-driven decision-making.

Integrated Hospitality
Marketing
Communication
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Table of Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Evaluate diverse types of marketing channels & how they are serving communication
objectives for these hospitlaity organizations.........................................................................3
P5 Critical evaluation of the integrated marketing communications plan in relation with
creative content, communication strategy & the channel choice,..........................................5
Part B...............................................................................................................................................8
Covered in PPT.......................................................................................................................8
CONCLUSION................................................................................................................................9
Reference.......................................................................................................................................10
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Introduction
Marketing Communication refers to a technique that can be used by organisation for the purpose
of expression of overall value to the customers who are being targeted by a particular
organisation. Integrated Marketing Communication basically is helping in creating of a link
between all the activities that are related with communication of and promotion of brand by a
brand. : Present report is based on the case study related to a small luxury: online distribution
and the marketing dilemma. It is based on a having presence on the Florida gulf coast and is also
having access towards the Pristine beach (Adebisi Adejuyigbeand Amos, 2020). There is use of
certain online marketing channels for the purpose of elaborating its effective for such resort and
the different types of available platform that can be used for the purpose of communication.
There is Requirement of the Justification of such type of channels and a marketing plan that can
help in achievement of certain specific laid down objective.
TASK A
P1 Evaluate diverse types of marketing channels & how they are serving communication
objectives for these hospitlaity organizations
Overview of the case study:
The present case study is based on the overall positioning that is related with the island beach
resort and how this can develop different ways for creation of effective plan so that they are able
to make maximum utilisation of the different types of Creative online challenges that are
available for this organisation (Deac,., Dobrinand Gîrneață, 2016). There have been issues
related to the increasing of the sales for this resort because there has been no development that
has been taking place resort so issues related to the positioning of the resort in the market. So
there was a contact made with Simon Churchill for the performance of Resort related with
attracting guest after a detailed analysis it was island beach resort is able to attract a considerable
number of Guest from Florida. There were also issues related with management of channel that
has been adopted as a part of the marketing strategy by the resort (Escobar-Rodríguez,. and
Bonsón-Fernández, 2017). Further, there have been different considerable changes in the case of
distribution channels that is related with the uses of overall communication Technologies for the
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purpose of making direct communication with customers. The skills and cost required for
operation of such Technologies are leading to be more accessible for their customer segment.
There are different types of marketing channels that can be used by hospitality organisation as
mentioned below:
1) Social media channels:
Weather changing times and changing Technology there has been a complete
development of new technologies in terms of social media that has helped in increasing the used
for content marketing. In the present scenario of the island Beach Resort there has been not much
work done for the development of their own website hands there can be use of social media
pages and a personal website should be launched to increase the accessibility for their target
segment of customers (Ingram, . and et. al., 2015).
2) Advertising:
It can be analysed that it is a tool that can help the customers by making them understand
what are the importance and innovative features of a particular service that are offered by a brand
(Martin-Fuentes and Mellinas, 2018). There are different types of channels that can be adopted
such as print media or electronic media depending on the requirement of the organisation. Such
as, in case of island Beach Resort there can be use of print media for the purpose of more
advertisements to reach large segment of market.
3) Sales promotion:
It is a very attractive method that can help in overall enhancement of the revenue for a
particular organisation (Pushkar and Pandey, 2019). Island beach resort can promote their Resort
by using different types of personalized vouchers loyalty cards membership cards and discount
coupons for their regular customers so that they can get customised approach for their loyal
customer base.
4) Direct marketing:
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It is a very effective tool that can be used by organisation for pitching of the says can we
use of custom text or direct name for approaching the present base it is a tool that can help in
Persuasion of some prospective customers (Reid, and et. al., 2017). In case of island Beach
Resort this is a strategy that can help in uses of the existing customer data for the purpose of
approaching personally and sending customise mail so that each person can feel important and
this will help in attracting already visited customer who are the major part of their loyal base of
customers.
Above discussed are some of the communication channel that can be used by so that they are
able to as their sale and increase the visibility for the prospective customers (Ryu, Cho,. and
Lee, 2019). The major issue that has been faced by this luxury small resort is that they are not
able to highlight the overall importance and various facilities that they are offering in their resort.
This is leading to major shortfall in terms of losing the overall attractiveness by this brand.
Hence, a requirement to increase the overall tracking activities and solving of issues channel
there must be use of information communication technology as a very important tool for the
purpose of communicating directly with their customers both before and after the stay. Apart
from this there is also requirement to take full advantage of search opportunities precise
challenges related with the solution channels and the technology interface.
P5 Critical evaluation of the integrated marketing communications plan in relation with creative
content, communication strategy & the channel choice,
It can be said that use of internet and the growing changes have resulted into more number of
options both for organisations and customers to analyse them before they are making selection of
a particular option. All this is requirement of the time as detailed analysis that is conducted by
such people before they are visiting specially in case of hospitality sector before availing of a
services there is use of social media platforms are online sites to understand the review of
already visited customer so in case of the island Beach Resort there is requirement to work on
such areas so as to increase the possibilities of positive impact on prospective customers. Below
discuss the critical evaluation of different types of channel of communication that have been
adopted by the island beach resort:
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Strength:
Island Beach Resort make use of different social media sites so that they are able to
promote the different types of facilities that are offered buy this resort as it is a direct marketing
tools that can help in creation of different identity for the customers. It is also helpful in segment
of the market directly with the help of customised messages and also different post that can help
in increasing the use of customisation in a more creative manner. Also, from the provided case
study it has been understood that there has been sales from the Florida location only online
marketing channels it can help in attracting people from other different sources as online
channels are approachable by people across any part of the world and even from different
countries also if people are willing to look for some best options of Resort they can go for the
island beach resort.
weakness:
There is weakness associated with usage of online distribution channels such as many times there
is no proper tracking of the customer responses and it leads to confusion for the to understand
whether the investment made for Search marketing sources is providing the result or not. It also
leads to creation of anytime the statistics evaluation is not done properly and the overall return
on investment has not been clear. Such as in the present case of the island Beach Resort there
was no proper exposure and that resulted into location of the different channels that have been
adopted by the organisation. For the Island beach Resort was also in a dilemma related to the
driving market because management was not sure about able to make use of the multiple
channels that are available and there was no proper tracking on the different partner website.
Critical evaluation:
Marketing Communication plan is result of capitalisation of the brand value for a particular
organisation by use of different tools of promotion. The usage of the digital media as a online
marketing channel for the purpose of promotion of the island beach resort is a very effective
technology. There are different features that can be used for the purpose of tracking all the
activities that was a major short fall that has been faced by this brand. So we can be said that to
increased over our performance level and persuading mall customers from different locations the
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social media to latest digital marketing strategy is one of the most effective strategies that can
help in resolving all the issues that have been related with the online marketing channels faced
by the marketing department of the island Beach Resort (Stangl, ., Inversini. and Schegg, 2016).
Recommendations:
There are several recommendations for the purpose of using digital marketing channels for the
purpose of online marketing communication:
1) For enhancing the overall revenue and increasing the use of Direct communication channel
there is a new segment apat from regular customers from Florida that is being approach will help
in maximization of the overall benefits of Such marketing campaigns (Sotiriadis, and Fotiadis,
2017) .
2) According to the given case study it is identified that there is no proper determination of the
alternated with exact booking and the details of reservation that have been late because of each
marketing channel. So there is a requirement that a proper system and measurement of results
must be there so that there can be a proper understanding of what are the results and tracking of
the activities on such websites.
3) According to the case study has shown that there have been no proper responses to the
different mail request resulting into no proper identification of the conversion rate from cause to
actual booking. It is also not helping in understanding the data of reservation that is being made
from every channel. So there is a requirement to reveal that there should be proper differentiation
of one time callers and how such cost have to be used (Syam,. and Sharma, 2018).
Above discussed are some of the recommendations related with the critical evaluation of digital
online marketing strategy that has to be used by the Island beach resort.
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Part B
Covered in PPT
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CONCLUSION
From the discuss points in the above report it can be concluded that organisation has to develop
Marketing Communication plan that is helpful for them and creating awareness about the
different types of products and services and what are various innovative features that are being
offered. Communication objectives are helpful in deciding the overall channel of communication
that has to be adopted by the organisation. There is always a dilemma related to traditional
marketing channels and the online marketing channels so that best opportunity can be used for
enhancement of sales for organisation. There is requirement of a Integrated Marketing
Communication plan and further evaluation of strategy that is based on certain tactis that can
help in development of a proper action plan and achievement of search results.
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Reference
Books and Journals
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Escobar-Rodríguez, T. and Bonsón-Fernández, R., 2017. Analysing online purchase intention in
Spain: fashion e-commerce. Information Systems and e-Business Management, 15(3),
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Pushkar, B.K. and Pandey, S., 2019. Role of Promotional Strategies in Rural Market.
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Sotiriadis, M. and Fotiadis, A.K., 2017, June. The hybrid era in online tourism distribution
channels: Disintermediation and Re-intermediation. In 5 th International Conference on
Contemporary Marketing Issues ICCMI June 21-23, 2017 Thessaloniki, Greece (p. 657).
Stangl, B., Inversini, A. and Schegg, R., 2016. Hotels’ dependency on online intermediaries and
their chosen distribution channel portfolios: Three country insights. International
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Syam, N. and Sharma, A., 2018. Waiting for a sales renaissance in the fourth industrial
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