Marketing Communication Channels and Strategies: Hotel Savoy Report

This report provides a comprehensive analysis of the marketing communications strategies employed by the Hotel Savoy, a luxury hotel brand in the United Kingdom. The report begins by evaluating the current marketing communication situation, identifying the channels and tools utilized, including email marketing, advertising, and social media platforms like Facebook, Instagram, and YouTube. It then critically assesses how these channels are integrated, aiming to add value and maximize resources. The report delves into the design of communication objectives, justifying the selection of communication channels and evaluating their application in relation to the marketing communications mix and overall business objectives. Furthermore, it constructs a detailed integrated marketing communications plan, incorporating SMART objectives and tactics to meet marketing and business goals. The report also explores content creation appropriate for each channel and communication objective, while determining effective communication strategies. Finally, it critically evaluates the integrated marketing communications plan, offering recommendations for improvements to enhance revenue and achieve both communication and business objectives. The analysis considers various marketing models and provides specific examples to demonstrate how marketing channels serve communication objectives.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
LO1 .................................................................................................................................................1
Evaluate the current marketing communications situation and channels of the resort,
identifying the tools, channels and the methods in use...............................................................1
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximize resources making use of the relevant
marketing models .......................................................................................................................3
Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives.................3
LO2 .................................................................................................................................................3
Design communication objectives for a given hospitality organizational situation and provide.
justifications for the selection and integration of communications channels chosen.................3
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives.....................................................4
Create a valid and detailed integrated marketing communications plan that appropriately
integrates multiple communication channels, has SMART objectives and tactics to meet the
overall marketing and business objectives..................................................................................5
LO3 .................................................................................................................................................5
Design and produce content appropriate to the channel and communication objectives............5
Determine the communication strategies that can be used to help achieve these objectives......6
LO4 .................................................................................................................................................7
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................7
Critique and review the success of the monitoring and impact of the integrated marketing
communications plan..................................................................................................................8

Provide appropriate and justified recommendations for improving the integrated marketing
communications plan to maximize revenue and successfully meet both communication and
business objectives......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
It is very essential for every business organisation to promote its products or services in
an effective and efficient manner. The marketing communication is related to the use of various
strategies in order to attract customers. In context of hospitality industry as it is very essential
that the organisation focus on different marketing communication channels in order to make
aware of the various services to its customers. As hospitality sector is considered as the growing
sector which need to be developed in an effective way. In order to improve the brand image of
the company the marketer needs to analyse the various strategies which can help the company in
achieving its goals and objectives. It is identified that integrated marketing communication
consist of various advantages such as it helps in improving the efficiency of working through
generating regular feedbacks, reducing the marketing cost etc. this report is based on the Hotel
Savoy which is the luxury hotel brand in United kingdom(Lehto, Davari, and Park, 2020. This
report will include various topic such as different marketing communication channel, then
evaluating the marketing communication objectives, adding to that it evaluates the design which
is appropriate for fulfilling communication objectives and further it will consist of marketing
plan in order to enhancing the communication strategy, channel choice and creative content.
MAIN BODY
LO1
Evaluate the current marketing communications situation and channels of the resort,
identifying the tools, channels and the methods in use
The Savoy is considered as luxury hotel which is located in the Strand in the city of
Westminster, London. The company was established on 6 august 1889. it is considered as the
first luxury hotel in Britain, where it has introduced electric lights throughout the building,
electric lifts. Also it has included the bathrooms in the most of the lavished furnished which help
in attracting customers. The organization has captured the wide market in United Kingdom and it
is famous for its services. The hotel is now managed by Fairmont hotels and resorts it has been
known for the most famous hotel in London. This includes 267 guest rooms and panoramic
views of the River Thames across Savoy place.
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Position of the hotel in the market
The hotel Savoy has captured a wide market in United Kingdom. The company has
included the various packages which help in attracting customers. The hospitality which has been
maintained helps the company to develop the position within the market. There is wide range of
customers which the company is able to capture in order to gain competitive advantage. It has
been identified that the hotel is famous for the its services and has it has developed well
furnished rooms. (Šerić, Ozretić-Došen, and Škare, 2020).
types of communication channels
it is very essential for the business organization to use the various types of marketing
communication channels in order to attract customers. The different types of marketing
communication channel which is used by Hotel savoy is mentioned below;
 E- mail marketing- This s the type of the marketing communication channel which
helps the organization to grab the attention of customers. This is the way in which the
company sends the email to the customers who have already been visited and registered
with the company about the various offers and discounts.
 Advertising- It is considered as an effective way which helps the hospitality industry to
attract customers. It is the type of marketing communication in which the company focus
on advertising about the brand over television, radio etc.
 Social media- This is considered as one of the most effective way of marketing which
has been used by the Hotel Savoy in order to bring the attention of customers towards the
services provided by the brand.
 Phone calls- This is also the another type of marketing communication channel which is
used by the hotel savoy in order to solve the queries of the customer directly. Also the
company is able to connect with customers in a easy manner. (Kaurav, Baber, and
Rajput, 2020).
THE USE OF SOCIAL MEDIA CHANNELS
This is considered as one of the most effective channels for communication about the
brand to its customers. This is most attractive where the Hotel Savoy can use different social
media channel discussed below;
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 Facebook- This is the platform where the company can market and communicate about
the brand. This is effective because billions of users are actively there on such platforms.
 Instagram- This is the platform which is considered by the company in order to
communicate about the brand and its services to its customers. This helps in attracting the
wide range of customers as social media is most used platform by the millions of people.
 YouTube- This is another social media platform which is used by the business
organization om order to grab the attention of customers.
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximize resources making use of the relevant
marketing models
It has been identified that in order to conduct the integrated marketing communication it
is very essential for the hospitality industry to utilize various communication tools which will
help in attracting the large number of customers. The communication tools such as social media
helps the organization in creating the brand royalty. This also help in adding value to the
organization in order to achieve its goals and objectives in an effective and coefficient manner.
(Huang, and Liu, 2019).
Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives
It has been identified that the various communication channels helps the organization to
attract customers and achieve its communication objectives. For example, the use of the
Instagram platform which is considered by Hotel Savoy which helps the organization by
attracting people through the pictures which its post on its page and this attracts the people. Also
the content which has been created by the company helps the customers to know about the
various hospitality services of the brand.
LO2
Design communication objectives for a given hospitality organizational situation and
provide. justifications for the selection and integration of communications channels
chosen
It is very essential for the business organization to set the communication objectives. This
is defied as the process where the organization targets and sets of various aspect in order to
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achieve growth and success in order to communicate about the brand it is very essential to set
some objectives which need to be achieve by the organization. The communication objectives is
related to communicating effectively to its customers. The various marketing communication
objectives in context of hotel savoy is mentioned below;
 Building awareness- this is considered as one of the most significant aspect the
organization should be aware about. As it is identified that building awareness is very
essential for the businesses and people. This is the one of the main objective of the
communication in order to make people aware about the brand and about its products or
services in the best possible manner.(Balaji, Jiang, and Jha, 2019).
 Creating interest- this is another objective which need to be identified by the business
disorganization where the it is essential to develop the interest of the people within the
products or services of the business organization. This will help the hospitality industry to
gain the competitive advantage and increase its sales by the some amount of percentage
which need to be aimed by the business enterprise itself.
 Promoting the brand- it is very important for the hospitality industry to set objectives in
order to set the different strategies to achieve the goals and objectives of the business
enterprise. The communication is considered as the base in order to promote the brand to
its customers and target the right set of customers.
In context of the Hotel Savoy the company is focusing on the digital marketing
communication including the use of social media which is the best way in order to promote the
brand to its customers. The use of the Instagram, Facebook will help the organization to gather
the youths and the people for the various hospitality services which the company is providing. As
through the social media communication channel the company can achieve its objectives in an
effective and efficient way. (Lai, I.K.W., 2020)
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives
As it is identified that the communication objectives is applicable in relation to the
communication mix where there are various channels which can be utilized by the Hotel Savoy
in order to market the products or services. It has been identified that communication objectives
is very essential where the company needs to set targets. For example the company has planned t
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increases its revenue by 20 percent,. The hospitality industry need to concentrate on the various
marketing tools in order to increase the brand awareness to increase its revenus(Liu, and Jiang,
2020).
Create a valid and detailed integrated marketing communications plan that appropriately
integrates multiple communication channels, has SMART objectives and tactics to meet
the overall marketing and business objectives
The integrated marketing communication plan for the Hotel Savoy is mentioned below;
 identifying marketing communication methods- this is the first step where the Hotel
Savoy need to identify the various communication strategies such as email marketing,
social media, advertising whichever is suitable for the business disorganization.
 develop marketing communication plan- in order to develop the plan the marketer need
to undertake various aspect such as identify the right audience and then create the right
content which will help in communicating. (Bayram, 2020)
 Understanding customer decision making process- it is very important for the
marketer of the company to understand the various aspect which is considered by the
customers while making the purchase decision. The current trends need to be identified
by the organization.
 implementing the marketing communication plan- the company needs to implement
the plan which will help in attracting customers. After the identification of the issues and
the customer needs the company is expected that it communicate about the brand in an
effective way.
LO3
Design and produce content appropriate to the channel and communication objectives.
It has been identified that it is essential for the marketing communication to set objectives
which is to create the demand in the market and in order to enhance the preference of the
products in the minds of the customer. So in order to maintain the appropriate communication
channel which helps in accomplishing the communication objectives. It is very essential for the
company to build the content over the social media and its website which will help in achieving
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the targets of the company. the hotel Savoy is working upon the various areas and its content in
order to achieve its communication objectives in an effective manner which is discussed below;
 Designing the content- it is very essential for the marketer to analyses the various
strategies in order to design the appropriate and attractive content for the website and
social media in order to communicate about the brand. This has a significant impact over
the customers and helps in achieving the communication objectives for Hotel Savoy. As
it is identified that before the booking people check over the internet of the reviews and
the website and this purchase decision depends on the attractiveness of the website and
services of the company.
 E- commerce- it is very essential for the hospitality industry to focus on the development
of websites and creating the content which includes less glitches and in term of technical
errors. As it is identified that some of the websites includes the technical error which
should be minimized by the organization. As the decision of the customer depends on the
smooth functioning of the website of the organization.(Bahar, Nenonen, and Starr
2021)
 Regulations in marketing communication- in order to conduct the marketing
communication effectively it has been identified that the company need to follow the
several regulation which is required in order to create an effective content to attract
customers.
It is very essential for the Hotel Savoy to consider all the various aspect for the creation
of the appropriate content for achieving the goals and objectives in an effective manner. This is
helpful for the company in fulfilling the various strategies in order to achieve communication
objectives. The website designing plays a major role in attracting customers for the hospitality
industry.
Determine the communication strategies that can be used to help achieve these objectives.
The various marketing communication strategies which can be used by the Hotel Savoy
in order to achieve the objectives is mentioned below;
 Feedback- it is the most effective strategy which is adopted by the Hotel Savoy where it
considers the valuable feedback and experiences of the customers in order to improve
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their services from next time. This will help the organization in attaining the change and
increasing its revenue by attracting more customers towards the brand.
 Social media- it is very important for Hotel Savoy to use the social media in most
appropriate way in order to achieve the objectives. There are various platforms which can
be considered such as Twitter, Facebook, Instagram which helps in providing the closure
of the services of the brand. This helps the company in influencing people in an effective
way. (Bao, 2018)
Issues related to social media
 it has been identified that if the business organization is going out of the trend which will
make the customers less interested towards the brand and this can impact the organization
in achieving its objectives.
 The regularity is the another challenging issues which might be faced by the Hotel Savoy.
This includes that if the organization is not able to post and create new ideas on a regular
basis which can make people less interested and this might lead to the another brand who
can gain competitive advantage of such things.
LO4
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
The integrated marketing communication plan is the process in which the marketer needs
t go through the various steps in order to achieve the goals and objectives of the business
organization. It is very essential for the marketer to analyses the different digital ways which can
help in attracting customers. The various steps which can be included in the marketing plan for
communication which is discussed below;
 Understanding the target audience- it is very important for the marketer to analyses
who are the target audience for the company in order to communicate to the specified
customers effectively. Identifying the group of people is the most important step to
communicate the brand effectively. (Reza, and et.al.,2020)
 set up the budget plan- the next step is the set the budget for the use of the channel and
the various aspect where the company need to invest and which platform or channel is
most effective in order to achieve the objectives for the Hotel Savoy.
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 Unique selling proposition- this includes the setting up for the uniqueness within the
brand which differentiates from its competitors. The company should able to
communicate of the different ways in which it is providing to its customers.
 marketing communication methods- this includes the use of the appropriate channel by
the marketer to communicate to the target audience. There are various platform through
which communication can take place such as social media, advertising etc. the Hotel
Savoy need t analyses the appropriate channel to attract customers.
 Consistent brand element- the company need to maintain its brand value consistently.
This plays a major role in attracting and bringing the attention of customers.
 Key success metrics- it is very essential that the organization is able to analyses the key
success metric which includes the likes which have been received in the page, the website
visits etc.
 Execute, test and reiterate- The plan which can be conducted need to be tested whether
the company is able to achieve the objectives effectively or not. This is most important to
evaluate the results for the Hotel Savoy by its performances.
Critique and review the success of the monitoring and impact of the integrated marketing
communications plan
It is very essential to monitor the various plan which has been considered. In order to
achieve the objectives effectively monitoring plays a major role. There are various ways through
which the hotel Savoy can monitor such as key performance vindicators. The marketing
communication plan requires the controlling and evaluation of the different strategies. The
marketer need to compare its past performances with the current performance. (Murillo, and
King, 2019)
Provide appropriate and justified recommendations for improving the integrated marketing
communications plan to maximize revenue and successfully meet both communication and
business objectives
There are several recommendations given for the communication strategies for the Hotel
Savoy which is mentioned below;
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 the use of social media is most effective in order to communicate about the brand to its
customers.
 To increase the brand value the use of the best an appropriate content where the different
and creative ideas need to be projected.
 The company can communicate about the various offers and discounts through the
Instagram which is most used in today's world.
CONCLUSION
From the above report it has been concluded that integrated marketing communication is
most important for the brand in order to make aware people of the products or services. It is very
necessary that the communication takes place effectively. There are different methods which can
be considered by the Hotel Savoy in order to market its products or services to its customers. The
communication mix is related to achieving the objectives of the hospitality industry. It is very
essential that the company is following various new trends in order to be there eis market and
communicate about services t attract customers. The use of social media is considered as most
effective for the organisation.
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