Analysis of Integrated Marketing Communications for Sutton Hall Resort

This report provides an in-depth analysis of integrated marketing communications within the hospitality sector, using Sutton Hall Resort as a case study. It examines various marketing channels, including advertisement, public relations, and online media (Google, Bing, Yahoo), and discusses the importance of an integrated marketing communication approach. The report explores the marketing communication plan, focusing on marketing strategy, channel of choice (direct distribution), and creative content. It also covers the evaluation of the marketing communication plan, including methods like incremental sales and return on investment. The analysis highlights the significance of online distribution channels like official websites and online travel agents (OTAs) for the hospitality industry. The report concludes with recommendations for Sutton Hall Resort to enhance its marketing efforts through social media, digital marketing, and creative content to attract and retain customers. The report is a valuable resource for students seeking to understand marketing communication strategies in the hospitality sector.

Unit – 33
Integrated
Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION..........................................................................................................3
PART - A.......................................................................................................................3
TASK – 1.......................................................................................................................3
P1. Analyse different types of marketing channels which might serve in
communication prospect of hospitality sector...........................................................3
PART – B......................................................................................................................5
TASK – 2.......................................................................................................................5
P2. Covered in PPT...................................................................................................5
P3. Covered in PPT...................................................................................................5
TASK – 3.......................................................................................................................5
P4. Covered in PPT...................................................................................................5
PART - A.......................................................................................................................6
TASK – 4.......................................................................................................................6
P5. Examine marketing communication plan that identify strategy, channel of
choice and creative content to communicate............................................................6
CONCLUSION..............................................................................................................8
RECOMMENDATIONS................................................................................................8
REFERENCES.............................................................................................................9

INTRODUCTION
The marketing strategy adopted by managers to communicate varied featured
being applied and provided to their valuable clients results in hospitality promotional
activity. It is most important for directors of company to increase brand awareness
and positioning of their hotels with the motive to increase sales and profits (Chang,
2017). In this project, as per the given case study, Sutton Hall Resort has been
selected as being situated at former country house to Sutton Lane Ends, Cheshire,
England. This project analyses different types of marketing channels which might
serve in communication prospect of hospitality sector. Additionally, it examines
marketing communication plan for identifying strategy, channel of choice and
creative content to promote their amenities of resort.
PART - A
TASK – 1
P1. Analyse different types of marketing channels which might serve in
communication prospect of hospitality sector
Sutton Hall Resort:- This resort is privately owned and operated by
successful entrepreneurs of holiday club. It is located at Thirsk, which is 49Km away
from Middleborough that also provides fitness centre and free Wi-Fi network for its
clients to entertain freely (Cheah, Ho and Li, 2018). This further facilitates resort with
fully equipped kitchen that consists of microwave, fireplace, good quality furniture,
flat-screen TV, private bathroom with shower and hairdryer, etc. The resort
managers also focus on providing relaxation for its guest through eight apartments
with garden, indoor pool and sharing lounge area.
Marketing Communication:- It refers as the process through which directors
of company focus on analysing different strategies for communicating its customers
about their available amenities at hospitality industry. The managers of Sutton Hall
Resorts identify various tactics that enables them to enlarge clients which further
create opportunity to increase sales and profit-margin.

The varied channels of marketing communications are discussed as:-
 Advertisement:- The managers develops advertisements for promoting their
features to target market that enlarge customers by encouraging them to book
their accommodations. It is most important for managers of Sutton Hall
Resorts to advertise their available amenities with print and social media for
increasing sales (Delaporte and Piracha, 2018).
 Developing public relations:- This is described as the process through
which managers develops good relations with its existing customers by
analysing their needs and requirements. It develops good understanding and
communication by providing discounts for their existing customers to be loyal
for the resort. Managers of Sutton Hall Resorts aim to restrict the negative
perception of its customers by facilitating them with extra features, quality
services and protection from corona virus infection.
 Use of online media:- The online media refers as electronic method or digital
marketing process through social media. Managers of Sutton Hall Resort
implement this media of marketing to attract customers through online
process that includes websites, e-mail, social applications, etc.
(a) Google:- The managers of Sutton Hall Resort can use this as to mention
link or website of their hospitality industry through which customers can
easily link it and get updates with 24*7 services.
(b) Bing:- Managers of Sutton Hall Resort focus on developing video, search
maps, image, etc., that provides safety for customers to identify resort and
get accommodated for luxurious and comfortable lifestyle (Finoti and et.al.,
2017).
(c) Yahoo:- Sutton Hall Resort managers can use this media of marketing
channel communication for discriminating its whole customers into varied
group that may be identified on the basis of regional, entertainment,
finance, etc.
From the above mentioned channels of marketing communications, managers
of Sutton Hall Resort focus on adopting these prescribed promotional activities to
build good value among its customers that maximise revenue.

Integrated Marketing Communication:- It is referred as managers of resort
aims to develop their brand with innovative idea and express to customers through
various marketing channels. The main motive for directors is to expand its resort for
large number of customers that result in high accommodation with the ability to
satisfy their demands (Jackson, 2018). Managers of Sutton Hall Resort implement
this integrated marketing communication for developing good public relations by
analysing basic requirements of customers that has to be fulfilled efficiently. The
resort also aims to alter and modify changes in accordance with modernisation of
customer needs and expectations.
Online distribution channels mostly adopted by hospitality industry are:-
 Official website:- The managers of Sutton Hall Resort focus on developing
official website that is suttonhallresort.com. It builds customer awareness and
update them with variety of services being involved in resort for encouraging
customers to book accommodations. The Sutton website shows charges for
stay, protected environment, beautiful nature to explore, stunning grounds
and woodland, gyms, spas, meditation, etc.
 Online Travel Agents (OTA):- Sutton Hall Resort managers analyse their
online travel agents and hire them for sales promotion. The main reason is to
convince its clients for booking room suggestion and requesting them to stay
in prescribed resort with valuable services at least-cost effective pricing
strategy (Lian and Yu, 2017).

PART – B
TASK – 2
P2. Covered in PPT
P3. Covered in PPT
TASK – 3
P4. Covered in PPT
PART - A
TASK – 4
P5. Examine marketing communication plan that identify strategy, channel of
choice and creative content to communicate
The integrated marketing communication:- This is defined as the process
through which managers of hospitality industry analyse various strategies, channel of
choice and creative content to communicate with customers (Reimsbach, Hahn and
Gürtürk, 2018). It is most important for managers to build good relations with its
target market for analysing the change in their taste and preference that has to be
fulfilled efficiently. The Sutton Hall Resort further identifies the various changes that
have to be done from various sections of industry with the assessment of cost. It
further determines the performance evaluation of its workforce that has to be
improved in lacking effectiveness and efficiency. The managers of Sutton Hall Resort
auxiliary adopt various strategies to communicate with customers through electronic
and social media.
 Marketing Strategy:- The tactics are usually adopted by managers for
increasing their sales and profits of hospitality industry. Similarly, managers of
Sutton Hall Resorts implement the marketing strategy to improve its efficiency
and quality by providing training and development programs for its workforce

to develop their skills and knowledge. This further motivates employee to gain
individual and organisational goals by completing their task at certain
specified period with restriction of errors. The managers of Sutton Hall Resort
further emphasize on its superior services by facilitating clients with concierge
and entertainment which leads to earn memorable and recognizable
experience for its customers through their whole life.
 Channel of Choice:- It is the process through which managers decide
channel of distribution for increasing their sales in order to gain high profit-
margins. The managers of Sutton Hall Resort furthermore emphasize on
direct and indirect distributional channel whereas direct involves connection
with manufacturer and customers. The indirect refers as producers, agents,
wholesalers, retailers and end-users. It is very long process that consumes
large amount of time as being difficult for managers to spend more time here
(Song and Jeon, 2018). The directors of Sutton Hall Resorts adopts direct
channel of distribution for its promotional activity. Nowadays, people are
highly focused on online media and aims to complete their task such as
buying products and doing reservation through electronic media. It creates
opportunity for managers to track, monitor and transform visitors into clients.
 Creative Content:- The managers of Sutton Hall Resorts highly emphasize
on developing creative content such as with beautiful taglines to promote their
services. It enlarges customers to invest in such a précised hospitality
industry by booking their accommodation for being relaxed and comfortable in
spending their life. Sutton Hall Resort managers further develops various
strategies for creating their content on newspapers, magazines, social media
sites, etc., where people engage and read about the description. This attracts
them to book accommodation in order to spend their hectic schedule in
relaxation mode.
Monitoring the integrated marketing communication plan:- From the
given case study, it is most important for managers of Sutton Hall Resort to develop
various facilities by organising events. The proceedings include birthday
celebrations, anniversaries, wedding ceremonies, etc. It creates an opportunity for
resort to enlarge customers by attracting large number of people at specific time
(Tajeddini and Ratten, 2020).

Evaluating the integrated marketing communication plan:- As per the
given case study, it have been evaluated that managers of Sutton Hall Resort must
focus on three most important marketing communication plan. This includes
electronic mail communication, social media marketing, creative content scenario,
etc., for positioning the resort to its target market with the motive to enrich sales. This
further develops prospect for family members to explore their vacations at varied
places for having good adventure and experience of clients (Umit, 2017). It also
insists them to be loyal as being the consecutive customers by building good
relations with them through providing discounts for regular bookings.
There are different methods which can be applied in measurement and
evaluation of marketing communication plan is as follows:-
 Incremental Sales:- The managers of Sutton Hall Resort aims to increase
sales by developing promotional activities that encourage customers to live
their luxurious life in prestigious resorts. It is most important for directors to
describe the reality at the time for channel of distribution which must be legally
fair. The managers must also be aware of consumer protection rights while
increasing their sales and take corrective measures which are beneficial for
clients in order to build their trust and faith.
 Return on Investment (ROI):- Sutton Hall Resort managers focus on taking
high risk with the motive to assess and measure effectively that might result in
high return for future. This is the ability of entrepreneurs for taking controllable
risk that can be managed properly with effective utilisation of scarce
resources for high capital generation (Wei, 2019).
CONCLUSION
From the above discussion it have been concluded that it is essential for
hospitality industry to analyse various strategies that are effective for improving
brand positioning at target market. It enhance industries to maximise their
promotional activities which consists of building public relations through satisfying
their needs wants with accurate facilities at low cost. This project analyses different
types of marketing channels which might serve in communication prospect of

hospitality sector. Apartly, it examines marketing communication plan for identifying
strategy, channel of choice and creative content to promote their amenities of resort.
RECOMMENDATIONS
From the above discussed project, managers of Sutton Hall Resorts are
recommended to adopt social media or digital marketing channel for encouraging
customer through e-mail and creative content on websites. It further provides
services for 24*7 to meet the queries of its clients for making them visitors to clients
of hospitality industry. This results in incremental sales and high profitability ratios for
being stable at competitive market in order to compete with rivalries that are Celtic
Manor Resort, Crow Wood Hotels and Resorts.

REFERENCES
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