Premier Inn: Analysis of Integrated Hospitality Marketing Comms

This report provides an analysis of integrated marketing communication channels within the hospitality industry, focusing on Premier Inn in the UK. It identifies the tools, methods, and channels used by the organization for marketing, including social media, traditional advertising, and public relations. The report includes a SWOT analysis to assess Premier Inn's macro environment and marketing communication strategies. It further designs communication objectives for the organization, justifying the selection of communication channels and aligning them with SMART objectives. The report also evaluates the effectiveness of the integrated marketing communication plan, offering recommendations for revenue maximization and objective attainment. Desklib provides access to this report and other solved assignments for students.

Integrated Hospitality
Marketing
Communications

Table of Contents
MAIN BODY...................................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Analyse current market communication channels of organisation, identify the tools,
methods and channels in use.......................................................................................................3
M1 Critically evaluate how marketing channels of communication are integrated within a
range of hospitality organizations. .............................................................................................5
D1 The marketing channels add value in hospitality and it serve the communication objectives
.....................................................................................................................................................6
Task 2...............................................................................................................................................6
P2 Design communication objectives for an organizational situation along with providing
justification for the selection of communication channels..............................................................6
M2 In reference to marketing interaction mixed, the postulation of objectives of
communication along with the objectives of hospitality industry..............................................7
D2 For meeting of the objectives of business, the presentation of the marketing scheme
representing various channels of communication, their tactics along with objective which are
SMART.......................................................................................................................................7
TASK ..............................................................................................................................................8
P3 Create and Present the content relevant for the objectives of communication and its channel..8
M,D3 Interaction channels utilized for achievement of objects.................................................9
TASK 4 ...........................................................................................................................................9
P4 In nexus to strategies of communication, the content of creative nature and channel
preference, present the comprehensive scheme of communication marketing................................9
M4 Critically analyse and review the plans success.................................................................10
D4 Recommendations for revenue maximization and success of objective meeting...............10
CONCLUSION..............................................................................................................................11
REFERENCES:.............................................................................................................................12
Books and Journals...................................................................................................................12

NTRODUCTION
Integrated marketing communication is the collection of different modes of marketing
which collectively put on different platform for marketing and advertisement. The elements
which are used in marketing communications are digital media platforms which helps in
promoting the organisation by way of marketing. There are other marketing scopes which the
companies adopt to promote its establishment, product and service by establishing public
relations, organising seminars and events for launching products. Integrated marketing
communication help in building the brand image at international level which elevates the market
status of an organisation. This report pertains to the hotel premier Inn. Situate in united kingdom.
It is the largest hotel brand in UK which has different hotel chain with more than 72 thousand
accommodation services in 800 hotels. The unique point hotel premier Inn is its locations, I has
established its chain at prime locations where public footing is large. Such as airports, city
centres etc. This report will cover the prevailing marketing communication routes of an
organisation and the related tools and other relevant methods and process(Sampson 2018.). This
report will also cover the purpose of communication and its design for an organisation and the
objective behind selecting the communication channel. Further, the report will also highlight the
evaluation of integrated marketing communication plan in respect of strategies and marketing
channel of communication.
MAIN BODY
TASK 1
P1 Analyse current market communication channels of organisation, identify the tools,
methods and channels in use
Market communication channels are the routes for establishing the communication with
the public. By way these channels , public preferences, their likes and dislikes can be identified.
Many big tech giants contains the record of their subscribers and their relevant information and
their activities on digital platform. The records which companies generate are commonly know
as data. These data helps in analysing the market trend and the customer perception which assist
the companies to sell its products and services to the targeted audience. Marketing
communication plays crucial role in promotion it includes various ways by which marketing can
be done, such as door to door selling of a product it requires good interacting skills in order to

feed customer about the specifications of a product. The tools which are being used for
marketing play effective role in promoting and marketing of the respective products and services
which the organisation offered to public. In case of hotel premier Inn, it also uses various tools in
order to promote its services. Use of marketing tools attract customers and helps in building
strong customer base. Social media marketing is an effective tool to promote or advertise about
the product. In the same way hotel premier Inn has created its profile on various social media
platform which which provides the relevant information about services and products it offers
along with the chat box which enables the customers to interact with the admin to resolve their
queries. Apart from digital marketing platform, the hotel premier Inn also uses traditional
method of advertising which includes organising, events and seminars in hotel which creates a
milieu in people gathers and experience the hotel legacy. This approach requires various skills
which includes, interacting with the visitors and clients and offer them best service as they
desire.(KUSAZ AUSKOVA and CABYOVA2020) In order to assess the macro environment the
hotel premier Inn can choose appropriate tools and approaches for marketing communication.
The SWOT analysis which they sue to make assessment are below mentioned:
Strength Weaknesses
 Hotel premier Inn has the strong market
and customer base.
 Their brand image in market is strong
because they offer the best quality
services to their customers.
 Its weaknesses are generally the
delaying in the services. The employees
sometimes fails to address the
customers requirements .
 Hotel premier Inn is local brand which
does not have global image.
Opportunities Threats
 Considering the reputation of the hotel
premier Inn , it can explore its presence
at global level.
 They can take advantage of technology,
such as digital marketing on social
 Market competition in the hospitality
industry is the continuos threat for hotel
premium Inn.
 Change in trends and customer
preferences affects the operations of the

media platform which helps in building
brand image.
hotel.
By way of SWOT analysis , hotel premium Inn install various channels for its marketing . By
using these tools they can improve and fill the gaps of weaknesses.
Advertisement: by way of advertising the companies can introduce their product by different
medium of advertisement such as , digital advertising, by affixing big poster and hoardings
market place, advertisement in newspaper and magazines and on television. For advertisement
huge investment is required . Therefore, hotel premier Inn requires to invest in advertisement
activity in order to attract the customers.
Public relations : it refers to manage information of an organisation about its product and
services. There are instances when company introduce or launch new product in market. There
are many platforms which the can use for sharing information about its product , service and
process which helps in establishing the relation with the public. In the same way hotel premium
Inn also using different platform including digital media to make public relation.
Direct Marketing : this tool refers to establish the communication with specific customers. This
tool is very common nearly every organisation take use of this tool to attract the potential
customers. Hotel Premium Inn also does direct marketing which helps in collecting responses of
their customer. The mediums which helps in establishing direct marketing are digital platform.
Social Media Marketing: social media platforms are the most effective medium which helps in
marketing such as , twitter, Facebook, Instagram, you tube etc. this channels acts as a bridge to
connect with the world . There is a rocking trend of social media the people actively using social
media which connects them with every new happening throughout the world. Hotel Premium Inn
has also created its profile on every social media platform to reach the customer(Camilleri 2019).
M1 Critically evaluate how marketing channels of communication are integrated within a range
of hospitality organizations.
The channels which form a medium for communication play an imperative role for any
business organization. These channels are use for promotion and advertisement of any product.
Hotel Premium Inn has adopted all the essential systems and process which requires for
increasing brand value in the market. They also maintain their service quality to attract more
customers. These approaches helps the Hotel Premier Inn to generate huge revenue.

D1 The marketing channels add value in hospitality and it serve the communication objectives
Customer service is the most necessary factor which needs to be addressed. The company
should offer the best services and products to its existing customer and the new customer and
create formal engagement with the customer. The Hotel Premium Inn should also provide the
best services to its customers.
Task 2
P2 Design communication objectives for an organizational situation along
with providing justification for the selection of communication channels
Various measures and approaches which are being followed by the organizations to
elevate its status and brand image. Similarly , Hotel Premium Inn also considering the
importance of marketing strategies. The objectives of the communication channels are as
follows:
Establish the objectives of an organization: for running any establishment , it necessary to
establish the objectives and purpose organization. The hotel Premier Inn is the hotel and
hospitality industry which has to set its standards and offer the best services to its customers .
Identification of targeted audience: many organization conduct survey to collect the data
relating to customer preferences and desires. It is an important measure to identify the specific
class of customers. Hotel Premier Inn created its profile on all social media platform to assess
the customer and their preferences.
Establish unique selling proposition: it refers to bring alteration in the products or launching of
new products, companies according to trend and choice of the public brings necessary changes in
the product. Hotel Premier Inn serves the best quality-of-service to its customers. Their services
and reasonable rates attracts the customer and helps in building strong customer base.
Selecting medium for sharing information: companies requires medium to share information
about their products, policies, schemes and other miscellaneous information for customers.
Therefore it is necessary for a company to adopt the modes and different medium to connect with
the customers such as , e-mail, postal system , digital media platforms etc. social media platform
requires huge investment for marketing and promotion(Šerić,Ozretić-Došen and Škare2020).

Identify Communication goals: Hotel premier Inn requires to increase its customer base for
increasing its profit and market growth. Therefore, it has to identify specific and relevant
communication goals in order to achieve it.
Analyze the result of communication plan: it is the final stage which analyze the effectiveness
of communication plan. The hotel Premier Inn also assess its marketing communication process
with the view to acknowledge the present status of its communication plan.
It has been established the the Hotel Premier Inn uses various marking communication routs in
order to increase its market presence and dominate others in respect of its service providing.
Hotel Premium Inn, considering the potential of social media platforms , use various digital
platform for growth and development. By following this measures Inn can effectively compete
with other competitors(George 2021).
M2 In reference to marketing interaction mixed, the postulation of objectives of communication
along with the objectives of hospitality industry
To aid the Inn in achieving the assistance for market base enhancement, the communication tools
should be adequately used as per the comprehensive needs of the time. The tools which the Inn
currently uses includes the publishing of advertisements, e-mails and managing the content over
the platforms on social media (Amin and Priansah, 2019.). The communication tools of
marketing can be effectively used to divert the set of mind which people hold for any business
and thus success and growth can be ascertained. When multiple strategies form the part of
communication mix of market, they are used by the organisation as per the requirements they
have during any particular period.
D2 For meeting of the objectives of business, the presentation of the marketing scheme
representing various channels of communication, their tactics along with objective which
are SMART
The plans for marketing include multiple schemes and strategies which are used by the
business like the planning of strategic nature, selecting the channel of marketing, budgeting and
other activities. Following are SMART objects as are formulated by the Premier Inn with aid of
the interaction plan of marketing:
Particular Measurable Workable Applicable Bound by Time
For enhancing the The value of For the With the creation The time bound

audience base by
increasing their
numbers
customers can be
ascertained by the
comparison of the
past customers
and the number of
customers they
are currently
catering.
advertising of the
goods by the
hotel, the
innovative
techniques and
technologies can
be utilized by the
Inn
of larger market
base, it also aids
the Premier Inn to
attract larger
number of
customers as
well.
can be of within
the month period
of two.
TASK
P3 Create and Present the content relevant for the objectives of
communication and its channel
It is critical to accomplish promoting goals so that Premier Inn can grow their tasks in various
areas. Promoting blend techniques can be changed to accomplish goals which are as per the
following:
Alter logo: Associations ought to plan and utilize appealing and novel logo so they can
make positive effect on the attitude of their designated crowd. Alluring varieties, images and
various impacts ought to be utilized by Premier Inn so they can build their scope ( Lau, 2020.).
Different foundation of virtual entertainment can be utilized to share the logo with the goal that it
increment the interest of clients(Checchinato 2021.).
Make viable substance: Computerized advertising ought to be utilized by association
which can undoubtedly impact the psyche of clients. Compelling substance ought to be utilized
by Premier Inn which can undoubtedly justifiable by their designated clients. Appealing and
significant pictures ought to be utilized by association which can expand the traffic of clients on
sites.
Change slogans: It is vital for select the slogan which legitimize and assess the
administrations and nature of an association. Suitable slogans help association in separating their
picture with the contenders from a similar industry.
Cover all subtleties: Supervisors of association share their systems of activities with
their clients so it can further develop their administration encounters. Premier Inn share different

variables that their representatives use security estimates at work place. For instance, appropriate
sterilization, utilization of cover and customary cleaning of types of gear.
M,D3 Interaction channels utilized for achievement of objects
Associations ought to include compelling substance to expand their image mindfulness with the
assistance of online entertainment promoting devices. Various variables are utilized by Premier
Inn as a correspondence methodology which cover every one of the subtleties which are
referenced as follows:
The Objective: This incorporates the choice of designated crowd that will pay the
requested sum to the association. Head Inn uses advertising so they can impact the demeanour of
their clients which increment their deals.
The Medium: Head Inn have chose suitable medium to impart their news and data to
their clients. Various mediums, for example, messages and online entertainment stages update
clients about limits and offers with the goal that they can profit administrations (Nafi and
Ahmed, 2019.).
The message: Online entertainment content of Premier Inn is exceptionally clear and
precise so clients can choose their administrations as per their inclinations. Lucidity in messages
is extremely fundamental so clients can associate their feelings with an association.
TASK 4
P4 In nexus to strategies of communication, the content of creative nature
and channel preference, present the comprehensive scheme of
communication marketing
Higher profits are generated to the hotel when the communication strategies are
adequately utilized and it also aids in the encouragement of the business organisers to keep the
innovation and other organisational functions driving so that the generation of revenue can be
taken to unprecedented growth. The customers will be also be kept updated about the goods and
services that are being offered by the hotel with the use of various strategies of communication in
marketing (Ramgade and Kumar, 2021.). The choice of channel, the innovative content and
interaction strategy is mentioned below in brief:

Choice of channel: The channel or the medium they use for the communication with the
customers should be effectively used considering the needs of the hotel. Promotions can also be
done by hiring multiple social media influencers as they will not only increase the customer base
of the business but will also enhance the brand value of the Premier Inn. The relationship with
the customers will also be healthy when the channel is maintained with efficiency by the Premier
Inn.
The innovative content: The use of innovation and other techniques with high values
should be used by the hotel in order to influence that strata of customer too which is pro techie
now. As the contemporary world is much oriented towards technologies and new innovation are
erupting on the daily basis, these should be utilized for the growth of business. 3D graphics and
other slogans can be used in the advertisement to attract more customers. The use of all these
techniques will lead t the attainment of goals and objectives set out in the making of the hotel.
Interaction strategy: the strategies of the communication shall be implemented in a
manner so that the objectives of the business is achieved. The trends in the market shall be
adequately analysed and the working shall be based on such analysation. To cater the growth, the
strategies shall be implemented in a way which fetches most from the customer and the growth
level is accelerated at most too (Sârbu, Alecu and Dina, 2018.). The operations which are
negative in nature like the engagement in huge investment shall be done away with for the
maximization of the revenues for the business.
M4 Critically analyse and review the plans success
The evaluation considers that the marketing strategies of communication aid the business
in building a relationship between the customers and suppliers which is healthy and long lasting
in nature. With the proper operation and implementation of these strategies, the goals, aims and
targets which are set initially by the Premier Inn will be achieved without any probability of
failure. Achieving the bench mark and also having regular estimation of growth indicators help
in capturing of the market area without any difficulty. When regular checks are kept by managers
over the workforce and their working, the errors and mistakes are less likely to occur as they
work under the pressure of accountability for their mistakes.
D4 Recommendations for revenue maximization and success of objective meeting
The knowledge of market trends and other conditions which may influence the business
should be regularly updated by the business so that no unforeseen condition may lead to the

losses for the business (Stoica, 2021.). The requirements of the customers are to be properly
met with efficiency in order of expanding the client base to the business. The recommendations
for the Premier Hotel in the way forward is as follows:
 the rules considering the new and updated guidelines shall be adequately followed by the
Inn and no ignorance shall be adjusted as it may lead to loss of reputation too along with
other business and financial losses.
 The advertisement and promotion of the hotel shall be driven more towards engagement
of social media influencers as they are currently most persuasive forces in the economy.
CONCLUSION
From this report it tends to be presumed that showcasing correspondence is a blend of
different strategies which help association in correspondence with their designated crowd. It
includes different instruments and strategies like promotions, advertising, efforts and a lot more
which improve the brand picture of an association. It help with refreshing the designated clients
in suitable way so clients are familiar the limits, offers and various plans of an association. This
report included about showcasing correspondence channels which associations use alongside
recognizing channels and apparatuses. Correspondence goals are planned and avocation are
given for the chose correspondence channel. Suitable substance is intended for the
correspondence targets and various not entirely set in stone. Coordinated showcasing
correspondence is assessed in setting to channel decision, correspondence procedure and
imaginative substance are examined in the report.

REFERENCES:
Books and Journals
Amin, M. and Priansah, P., 2019. Marketing communication strategy to improve tourism
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Lau, A., 2020. New technologies used in COVID-19 for business survival: Insights from the
Hotel Sector in China. Information Technology & Tourism, 22(4), pp.497-504.
Nafi, S.M. and Ahmed, T., 2019. The Ethical Standpoint of Social Influencers on Hotel
EServicescape: A Theoretical Perspective on the Existing Literature. African Journal of
Hospitality, Tourism and Leisure, 8(1), p.a17.
Ramgade, A. and Kumar, A., 2021. Futuristic Hotels: A Study on Evolution and Growth of
Smart Hotels. Vidyabharati International Interdisciplinary Research Journal, 12(02),
pp.117-120.
Sârbu, R., Alecu, F. and Dina, R., 2018. Social media advertising trends in tourism. Amfiteatru
Economic, 20(12), pp.1016-1028.
Stoica, M., 2021. GREEN MARKETING COMMUNICATION STRATEGIES: AN
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Triyanto, H.H., Djadjadi, A. and Santoso, H., 2022. Smart Relationship Development in
Community Based Marketing using Machine Learning. CSRID (Computer Science
Research and Its Development Journal), 14(1), pp.55-67.
Yang, L., Henthorne, T.L. and George, B., 2020. Artificial intelligence and robotics technology
in the hospitality industry: Current applications and future trends. Digital transformation in
business and society, pp.211-228.
Jin, S.V. and Muqaddam, A., 2019. Product placement 2.0:“Do brands need influencers, or do
influencers need brands?”. Journal of Brand Management, 26(5), pp.522-537.
Industry, U.H., An Introduction to the UK Hospitality Industry.
Sampson, E., 2018. Hospitality Management: An Introduction. Scientific e-Resources.
KUSA, A., ZAUSKOVA, A. and CABYOVA, L., 2020. EFFECT OF MARKETING
COMMUNICATION ON CONSUMER PREFERENCES AND PURCHASING
DECISIONS. Ad Alta: Journal of Interdisciplinary Research, 10(1).
Checchinato, F., 2021. Digital transformation and consumer behaviour: How the analysis of
consumer data reshapes the marketing approach. In Managing Digital
Transformation (pp. 165-176). Routledge.
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing
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George, R., 2021. Tourism and Hospitality Marketing Planning. In Marketing Tourism and
Hospitality (pp. 149-182). Palgrave Macmillan, Cham.