Integrated Hospitality Marketing Communications: A Hilton Case Study

This report provides a comprehensive analysis of Hilton Hotels' integrated marketing communications. It begins by defining marketing communication and its role in conveying messages about services, products, and brands to customers. The report then focuses on Hilton Hotels, evaluating various marketing channels such as advertising, personal selling, and sales promotion, and how they serve communication objectives within the hospitality organization. The report also delves into designing communication objectives for Hilton, justifying the selection and integration of chosen communication channels. Furthermore, it outlines the creation of an integrated marketing communications plan tailored to Hilton, evaluating its effectiveness in relation to communication strategy, channel choices, and creative content. The report emphasizes the importance of understanding target audiences and utilizing various marketing techniques, including content, email, and social media marketing, to achieve marketing goals. The report highlights the significance of revenue management strategies and the need for marketing professionals to be familiar with the global nature of the hospitality industry. The report concludes by evaluating an integrated marketing communications plan in relation to the communication strategy, channel choice, creative content.

Integrated
Hospitality
Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
P1 Evaluating various types of marketing channels and how they serve communication
objectives within a range of hospitality organizations...........................................................2
Task 2...............................................................................................................................................4
P2 Designing the objectives of communication for a given hospitality organizational situation
................................................................................................................................................4
P3 Providing the justifications for the selection and integration of communications channels
chosen.....................................................................................................................................5
TASK 3............................................................................................................................................6
P4 Creation of integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation...........................6
TASK 4............................................................................................................................................8
P5 Evaluation of an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing Communication can be defined as a tool which is adopted by various organisation
for the purpose of conveying messages about their services product and brand they are dealing in
in either direct or indirect way to the customers by keeping the intention of preceding the
customers to purchase. In simple words it can be said that Marketing Communication is known
as a medium used by organizations for the purpose of doing exchange of information about
goods and services to customers. This report is based on Hilton hotels corporation which is an
American multinational hospitality company founded by Conrad Hilton in 1919. It's headquarter
is located Tysons Corner, Virginia, United States. The purpose of making this report is to
analyzing the various types of marketing channels and how they are serving communication
objectives in hospitality industry. Along with this it also covers the communication objectives by
providing justification for the purpose of selection and integration of communication channel
chosen. This report also covers the Integrated Marketing Communication plan along with the
relation of communication strategy, channel choice and creative content.
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TASK 1
P1 Evaluating various types of marketing channels and how they serve communication
objectives within a range of hospitality organizations
Marketing manager of Hilton Hotel is operating in United State. Their main responsibility is to
analyze the ways through which the organization can participate in Marketing Communication so
that they can promote the services and reach to the maximum number of customers at a point of
time. Their marketing manager is also responsible for Evil waiting several kind of channels of
marketing and various ways through which they can serve communication objectives within the
organization (Akhtar and et. al., 2020).
Marketing Communication can be said as the process of making people aware about the product
and services and preceding them so that they purchase the product and services of an
organization. This process is an equation for the potential customers as it helps in understanding
the benefits and values of product and services of an organization along with the helping in the
development of loyalty and trust of the customers towards the organization which can be said as
its strength of organization by making strong relationship between the customers and brand.
There are various types of marketing communication channels are found which also serve the
communication objectives of Hilton hotels (Waisbord, S., 2019). Attracting the attention of
potential customers towards the brand is the main purpose of communication channels. Create a
sense of interest among the customers so that they want to try the product or services full stop
along with this it can be said that the marketing employs a creative need or requirement of
product or services of the company and the Desire among the customers change into purchase of
product or service and this process convert the potential customers into final customers. Below
mentioned are the various types of marketing channels which serve communication objectives of
organization as well:
Advertising: It can be defined as a paid form of Marketing Communication channel under which
employees do promotion and selling of product and services thrown known personal message.
Advertising sponsors have been established their business in which they are willingly wishes to
promote the product and services of various businesses (Childers and et. al., 2018). Newspapers,
television's, outdoor posters, magazines, radio, Billboard and many more are the various
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channels of communication under advertising. It also covers digital media which include social
media, digital displays, internet and many more (Cimbaljević and et. al., 2021).
Advantages
 It plays an important role when the organization wants to reach at huge amount of people
at a same time.
 Various organizations have to take help of various celebrities for the purpose of doing
advertisements which result in the creation of image of services of Hilton in front of
general public.
Disadvantages
 There is lack of feedback from customers as there is no personal and face to face contact
with them.
 Personal selling is high persuasive than advertising because people do more trust on
personal selling as the salesperson comes in direct contact with the customers.
Personal selling: It can be explained as the process of selling under which sales person of
organization directly interact with customers for the purpose of providing information to them
regarding the features benefit advantages and attributes of the company. Personal selling serves
the communication objectives in an effective manner as the people can instantly solve their
queries on the spot which increase the loyalty and interest of customers towards the services of
the company (Dorcic and et. al., 2019). Under personal selling, it is the responsibility of sales
person to build a personal relationship with customers so that they can do trust on them which
result in the closing the deal positively and the customer get ready to buy the product and
services of a specific organization. But it is a very time consuming process as the sales person
have to come in face to face contact with various number of customers and they can’t
communicate with large number of customers on a single and similar time.
Advantages
 Under personal selling, the salesperson can customize the masses according to the need
of customer.
 There are high chances of availability of positively closing the deal as personal selling
can be defined as a dual way of communication.
Disadvantages
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 It is a time consuming process as it takes a lot of time in making relation with customer
by doing direct face to face contact with them.
 The cost is very high as compared to other channels of communication.
Sales promotion: It can be saved as a different type of communication activities under which
various activities are undertaken for providing incentives to the customers or adding various
values to ensure immediate sales of product and services (Guillet, B.D., 2020). It leads to the
high rate of sales of product and services as it make in coverage to customers for the purchase of
products and services. Free samples discount on prices offering free gifts vouchers and coupons
and many more are the various sales promotion techniques. It serves communication objectives
of organization as well, as it create the direct contact of customers and sales persons and
encourage various numbers of techniques in order to attract them towards the organization which
results in closing the deal by selling products or services to the customers.
Advantages
 Result of these techniques can be easily measured.
 It encourages the potential customers to make purchase of products and services
immediately.
Disadvantages
 It is a short time activity to attract the customers as when these techniques completed, no
one customer will remember about the organization.
 This process is a highly expensive as these activities can be undertaken with high budget
(Kiráľová, A., 2019).
Task 2
P2 Designing the objectives of communication for a given hospitality organizational situation
Marketing Communication for hospitality industry is not a simple task of study which place high
demand on hospitality marketing professional. It can be said that it is a global industry so it is
necessary for marketing professional to be familiar with people (Harris, T.E. and Nelson, M.D.,
2018). Marketing Communication of hospitality industry can be divided into Micro and macro
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levels which include various marketing strategies which do target on individual properties or
business firm.
Marketing at the hotel Hilton: Marketing plan of Hotel Hilton include elements such as mission
statement market analysis advertising plan quarterly chronological plan objectives and strategies
a budget a summary for a plan by market segment and many more (Lee and et. al., 2021). This
plan focus on a specific segment of market that the Hilton Hotel targets.
Marketing at the corporate level: this marketing takes a broader look two such elements as
market share and needs identification. At this level brand can also became an important issue.
Customer sometimes expects a property with the particular flag to be the same they don't think
about matter what city they are in. Hence corporate marketing has to be create programs for
implementing in each and every unit at the same quality level (Mohamed and et. al., 2019).
Revenue management marketing technique: hospitality business really heavily on Revenue
management Strategies for the purpose of maximization of profit. Because the organization
cannot change the number of rooms they have available for each night to meet the changing
demand. They are responsible for doing marketing of their services in order to fill the property in
the most profitable way possible (Okumus and et. al., 2019). But marketing programs defer the
rates on the basis of historical and forecasted demands. They decrease the rate during the periods
of low demand and raising them during the periods of high demand.
P3 Providing the justifications for the selection and integration of communications channels
chosen
Hilton Hotel is using advertising as a tool of communication through which they can provide
important information on message to the potential customers and convert them into final
customers. Advertisements are paid messages which works for influencing the people. In today's
Birds advertisements has covered various possible media to get its message through (Olaleye
and et. al., 2020). It does this wire printer radio television press direct selling contest posters
events colours visual and every person. The advertising industry is another company feature
creates the advertisement media and carry is the ads and host of people like copy editors brand
managers creative heads who take it the last Mile Oh to the customer. There are various benefits
for Hilton hotels which they gain from advertising. It include introduction of new services in the
market, expansion of market increasing sales, fight competition, enhance goodwill, educate
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consumers, elimination of middlemen, better quality product, supports the salesman, more
employment opportunity, is a reduction in the prices of newspaper and magazines, higher
standard of living and many more.
TASK 3
P4 Creation of integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organizational situation
Identification of various Marketing Communication methods: Firstly Hilton hotels identify the
various Marketing Communication methods which they can follow for the purpose of reaching a
lot number of customers at a single time (Pride and et. al., 2017). They can use email marketing
advertising personal selling. Hilton Hotel can select any of a method such as content marketing,
email marketing, social media marketing. Content marketing make available the content online
through video marketing premium content blog content dynamic website content and pop ups
which helps the potential customers to contact the organization and know more about the
services before they start decision of making process. Email marketing engage the existing
audience by various unique and helpful content. It is necessary for every organization to consider
the existing contacts and do practices to rearrange them. Email marketing is not just about
creating leads but it give impact on marketing efforts by delivering the right content to their
existing subscribe us at right time. Social media marketing create a way of building relationship
developing brand generating website traffic and awareness. By combining content marketing and
email marketing, digital marketing campaigns utilising social media can truly bring expectation
result by connecting with the target audience of customers on the platform on which customers
are spending times on regular basis.
Developing market communication plan: Hilton hotel prepare communication plan through
which they can reach to the customers. For the same purpose they are focusing on three primary
items which include audience content and Cadence (Ray Chaudhury, S., 2019). Audience refers
to the determination of buyer persona for each and every marketing method they are using in the
organization. They determine the customers on the basis of our various factors such as a if any
person are baby Boomer, Hilton is using email marketing and Face book for them. If any of
person is millennial, they are considered for texting and Instagram. This Persona is going to
define about the channels of communication which are necessary to use to engage with them.
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Content define the the effectiveness of the message. Hilton Hotel is trying to generate new
contacts on the basis of their database. They also want to have at top of the funnel offer which
include downloading checklist of website and subscribing to our newsletter. Cadence helps the
organization to understand how open the customers like to receive information. They are getting
these data from a number of marketing automation platforms. Hubspot is a plate form through
which Hilton Hotel is able to see how often people are reading emails in the aging on websites
and even on social media (Rush Hovde, M. and Renguette, C.C., 2017). They are using this
information for ensuring that is sending content frequently enough but not too frequently because
it can become overwhelming from the prospect.
Decision making process: there are various stages in the decision making process of customers.
After top up in the market communication plan it is necessary to understand the customer
decision making process. So that the sales person can deliver the speech in order to convert the
potential customers into final customers. It is necessary for sales person to know about the
decisions preferences taste of customers. At this level the management of organization recognize
the various problems faced by customers, search for information, identification of services they
can solve the customer selection of alternatives, the customers will buy and various assesses the
after sale experience.
Implementing the market communication plan: Hilton Hotel is using calendar for making sure
that they are using a calendar for the purpose of knowing the content is being sent at what time to
prospects and on what channel. This helps the organization in organize campaigns Assets and
communicate with the prospects (Sheresheva, M.Y., 2018). Hilton is going to use some type of
marketing automation software which aligns with the customer relationship management so that
they can see the full sales process. Software will help in the program in effective manner in
reaching the audience and presenting and integrated seamless and consistent message to them
through a variety of channels.
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TASK 4
P5 Evaluation of an integrated marketing communications plan in relation to the communication
strategy, channel choice, creative content
According to American Association of advertising agency is Integrated Marketing
Communication can be defined as comprehensive plan which provide the evaluation of role of
strategic of several types of communication discipline and merge all the disciplines for the
purpose of providing impact of maximum level of communication clarity and consistency
(Solima, L. and Izzo, F., 2018). There are various channels which can be used by body part mint
of marketing of an organization which include public speaking, email, article, whitepapers,
publications, graphics, events, games, social media, messaging apps, application, online digital
assests, radio, television and many more. Below mentioned is the process of Integrated
Marketing Communication plan in relation to the communication strategy channel choice and
creative content:
1. Understanding and knowing about the target audience: First step in establishing the best
marketing communication system can be considered as knowing about the target
audience. And this is type of customers are analyze on the basis of past sales marketing
data benchmark data overall scope of targeted customers and many more(Tasci and et.
al., 2018). To this is type of the organization come to know about their potential
customers their major by various problems which are faced by audience and many more.
2. Developing a marketing communication plan: After determining the marketing channels
and their relevant audience now the organization have to develop a comprehensive plan
for the purpose of executing on their market initiatives. While doing this organization
have to focus only three primary items which include audience content and cadence.
Audience determines the buyer person for each and every method of marketing
3. Understanding the customer decision making process: Under this is type of the
organization had to identify the decision making process of customers so that they can
effectively communicate the message to them. If the customer is low price point then the
time frame of this person will be shorter. Under this process the salesperson of Hilton
hotels in organized the problem search for information identify the services of which can
solve the problem and the asses the after sale experience.
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4. Implementing the market communication plan: under this process make sure that the
organization is using the calendar to know the content which is sent at the time to
prospect (Teng, W., 2019). Hilton Hotel always take care that they stay on top of trends
as the belief that always working ahead of the curve will not allow the organization to
make market communication strategy is different from their competitors.
CONCLUSION
From the above report, it is concluded that the marketing communication plays an important
role in an organisation as it helps them in analysing the potential customers of organisation. In
hospitality industry, customer got easily attract by the way of communication style of the sales
manager of organisation. Furthermore, it also analysed that the there are various number of
communication channels and selecting any one channel is in the hand of organisation. They can
select any channel according to the need and requirement of organisation. Hilton Hotels are
doing marketing communication on a very large scale for the purpose of retaining their
customers along with winning the trust of their customers by providing superior quality of
services to them. They are focusing on making strong relationship with their customers so that
they can make profit.
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REFERENCES
Books and journal
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