Marketing Communication Plan for Montcalm Royal London House

This report delves into the critical aspects of integrated marketing communications within the hospitality sector, using the Montcalm Royal London House - City of London as a case study. It outlines key communication objectives, such as building brand awareness and creating customer interest, and justifies the selection of social media and advertising as primary communication channels. The report presents a comprehensive integrated marketing communications plan, including segmentation, targeting, and positioning (STP) analysis, along with a detailed budget allocation for various marketing activities. The analysis covers the importance of monitoring and regulating performance through key performance indicators (KPIs) to identify gaps and ensure effective implementation. The conclusion emphasizes the significance of communication in achieving business goals and highlights the effective use of social media to reach the target audience and enhance brand recognition.

Integrated
Hospitality
Marketing
Communications
(Part B)
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Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 2.................................................................................................................................................3
P2 Design communication objectives for a given hospitality organizational situation......................3
P3 Provide justifications for the selection and integration of communications channels chosen.......3
TASK 3.................................................................................................................................................4
P4 Create an integrated marketing communications plan that effectively meets communication
objectives for a given hospitality organizational situation.................................................................4
CONCLUSION.....................................................................................................................................5
REFERENCES......................................................................................................................................6
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INTRODUCTION
Marketing communication in the hotel industry is extremely important, as on this
basis, the firm will attract customers. Depending on the present situation, companies can use
different social media platforms to develop brand recognition. In the hospitality industry, one
has to set communication goals & choose to go through this channel (Akthar and Hassan,
2021). The following report covers the communication objectives, the rationale for the
selected communication channels, and the integrated marketing communication plan. The
report is dependent on Montcalm Royal London House - City of London. It is a British
private resort established in 1789 but later acquired by Shaftesbury hotels in year 2008.
TASK 2
P2 Design communication objectives for a given hospitality organizational situation
Organizations use different forms of communication objectives to enhance profitability &
increase consumer base. According to the selected Montcalm Royal London House - City of
London organization, the additional explanation is as follows:
 Awareness Building: For commercial organizations, it is extremely essential to
increase brand recognition so that consumers can understand the organisation. Due to
the large amount of competitors, it becomes crucial to spread information to a huge
public. In the context of Montcalm Royal London House - City of London, achieving
this communication goal is also crucial for them. Therefore, in this regard, use various
communication channels (such as through advertising, social media platforms, etc.) to
raise awareness (Bhat and Sharma, 2021).
 Create interest: Based on this communication goal, the Montcalm Royal London
House - City of London complex needs to ensure that audiences are interested in the
services of its organization. The most essential aspect for hotel marketing
communication is to stimulate people's interest in the way of thinking. Therefore, in
this way, the complex uses the element of advertising, through that they publish
pictures on creative content, social media platforms, and many others.
P3 Provide justifications for the selection and integration of communications channels chosen
Depending on the selected communication channel, namely social media sites &
advertising, this is taken as the finest strategy, as when observing the present situation where
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audience spend most of their day on social media & reading magazines. As for the Montcalm
Royal London House - City of London, they chose to publish creative content & images on
social media as there are too many competitors in the hotel business and it is important to
publish effective content. The target market is majorly the younger generation, so
communication channels based on them are very powerful. In this regard, resorts needs to up-
grade their services on their websites & consumer can get information about the various
services they provide (Chen and et. al., 2021).
TASK 3
P4 Create an integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation
In the context of integrated marketing communication plans, selection of distribution
channels, they collect market research, strategic planning, creative reports, and numerous
others, to have a significant impact on all marketing targets. The communication plan also
assists the Montcalm Royal London House - City of London to enhance & improve its
performance. The firm wants to develop a plan related to the realization of profits. Therefore,
in this sense, they have adopted different communication channels and links in order to
obtain fruitful results, raising awareness among all people & retaining them for a longer time.
Objectives
• Create consumer base by 20 per cent in one year
• Increase brand recognition by catering all target consumers
• Increase sales by 10 per cent in one year
STP Analysis
 Segmentation: This is the initial stage associated with market segmentation, where
huge markets are divided into communities in a standardized environment. According
to Montcalm Royal London House - City of London, the demographic breakdown is
affected that is identified by the manager of the hotel & helps furnishing some
advantages to the organization (LHUILLIER, 2021).
 Targeting:-This is the 2nd phase of the resort’s targeting of young people to gain
more benefits. The company's main focus is to create its consumer base, and they
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target a common group. The complex is mainly aimed at high-end people with the
finest level of experience, & would assist increase the level of profit.
 Positioning:-According to this procedure, they create their position in the market by
furnishing firm’s services to all consumers. The complex focuses on planning
effective ways to adopt social media marketing (such as Facebook, Twitter,
Instagram, etc.).
Tasks Amount $
Expenses to all agents in relation to
develop network
6000
Public events 1000
Social media advertisements 4000
Total 11000
Monitoring and regulating
It is being utilized to determine gaps by analysing all activities related to budget
within the real performance range, so that all hurdles could be properly identified and one can
emphasis primarily on developing the areas where the hotel is lagging. Montcalm Royal
London House - City of London uses essential performance indicators, with that all corrective
actions could be appropriately verified (Rabiul and et. al., 2021).
CONCLUSION
The conclusion drawn from the previous report is that the company must achieve
several communication goals, & the most fundamental is recognition. All viewers need to be
aware of all developments of the hotel so that they are catered by what is provided to them.
There are several communication channels, and the finest choice is social networking. It is
significant & important for resorts to highlight their best offerings & cater all customers.
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REFERENCES
Books and Journal
Akthar, N. and Hassan, A., 2021. Demand Analysis of Tourism and Hospitality Products and
Services in Bangladesh. Tourism Products and Services in Bangladesh: Concept
Analysis and Development Suggestions, p.159.
Bhat, D.A.R. and Sharma, V., 2021. Enabling service innovation and firm performance: the
role of co-creation and technological innovation in the hospitality industry.
Technology Analysis & Strategic Management, pp.1-13.
Chen and et. al., 2021. Invisible yet powerful: the unseen obstacles women leaders face in
their hospitality careers. Journal of Human Resources in Hospitality & Tourism,
pp.1-21.
LHUILLIER, M., 2021. ARTICLE VIII HOW TO TAILOR CUSTOMER EXPERIENCE
ACCORDING TO CULTURAL DIFFERENCES IN THE LUXURY
HOSPITALITY INDUSTRY MAXIME LHUILLIER AND FLORENCE
GERVAIS. Post-COVID-19 Perspectives on International Business, p.160.
Rabiul and et. al., 2021. Linking Leadership Styles and Two-way Communication to
Engagement: A Study Among the Hospitality Employees in Bangladesh.
International Journal of Hospitality & Tourism Administration, pp.1-23.
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