Premier Inn: Developing an Integrated Marketing Communication Plan

This report provides a comprehensive analysis of Premier Inn's integrated hospitality marketing communications. It begins by outlining the current marketing communication situation of Premier Inn, including their use of various marketing tools such as a well-designed website and presence on Google Hotel Ads. The report evaluates different marketing channels of communication, emphasizing their importance in adding value to the company. It further elaborates on the communication objectives framework for Premier Inn, including SMART objectives related to boosting sales, capturing market share, increasing customer retention, and stimulating social media engagement. The application of these communication objectives in relation to the marketing communications mix is discussed, highlighting the importance of market research, competitor analysis, and customer feedback. The report also includes an integrated marketing communication plan outlining specific communication actions to achieve the set objectives, such as using advertising tools and providing attractive holiday packages. Finally, the report touches upon the evaluation of the integrated marketing plan and the success of monitoring and impact of the plan. This document is available on Desklib, a platform providing study tools and solved assignments for students.

Integrated
Hospitality
Marketing
Communications

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Current marketing communication situation of Premier Inn.......................................................3
Evaluation of marketing channels of communication.................................................................4
Judgement regarding the importance of marketing channel in adding the value of company....4
Communication objectives framework for company...................................................................5
Application of the communication objectives in relation to the marketing communications mix
......................................................................................................................................................5
Integrated Marketing Communication Plan-...............................................................................6
Design and produce content appropriate to the channel and communication objectives............8
Determine the communication strategies that can be used to help achieve these objectives......8
Evaluation of integrated marketing plan......................................................................................9
Review the success of the monitoring and impact of the integrated marketing communications
plan...............................................................................................................................................9
Recommendations-......................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Integrated marketing communication is the framework by which a company enables the
use of all the marketing tools. This helps in improving the brand image by informing customer
about the services which a company is planning to offer in the market. It act like a medium that
is capable of conveying the desired message of the company's operational area which assist
providing the hype to the brand value of the business institution. With the help of a company can
works efficiently by investing very minimal amount of funds, which automatically builds the
profit earning capacity of the firm (Bas, and Sivaprasad, 2021). This concept of communication
utilise the traditional tools to hold the better relation with their existing customers in the market
and take necessary actions to attract the more customer for their business. Nowadays, integrated
marketing communication also evolving in the hospitality sector and supporting in generating the
best result for the companies which are operating inside this sector. It saves the time of
administration and enhances the quality of services which provided by some hotels. This given
report is based on the hospitality industry and chosen organisation for this Premier Inn. This will
explain the various aspects of integrated marketing communication and its role in hospitality
with a suitable plan.
Main Body
Current marketing communication situation of Premier Inn
Premier Inn is one of the famous hotel of Britain which is operating in various different
countries of the world. It has almost 72000 rooms with more than 800 hotels which are
functioning in issuing premium standard of services in their business. In starting this company
was started with the name Travel Inn by Whitbread in 1987. Later on he purchased Premier
Lodge in the year 2004 and collaborate both the companies with name Premier Travel Inn. But in
the year he has abbreviated the name and converted it into Premier Inn. The headquarter of the
company is located in Dunstable, United Kingdom (Bharwani, and Mathews, 2021).
In order to increase the marketing strategy of the company, Premier Inn is opting
varieties of marketing tools in its administration. Company knows the benefits to stay in touch
with their audience and for this management tries to utilise the best tools of communication. A
well designed website has been developed by the company, which consists of all the relevant
information regarding the Premier Inn and its offerings in the current market. Company has also

take an essential initiative in which management has worked towards in establishing the
appearance of the business in the Google Hotel Ads. This step of Premier Inn will result in
getting the maximum potential customer for the hotel chains and give rise to the booking of
rooms. Different types of campaigns and schemes has been developed by Premier Inn in which
they offer several packages to their most frequent customers all these tools will support the
company in achieve the attention of audience who are looking fore the best quality of hotels .
Moreover company is continuously looking for the improvement ion the communication tools of
the company to maintain a better understanding with the consumers in the market.
Evaluation of marketing channels of communication
By considering the importance of integrated marketing communication in hospitality
industry may serve various positive outcomes to the business. Such as it helps in identifying the
best way through which company can rise the enough amount of resources for the smooth
working of the hotel industry. As it has already mentioned that the optimum employment of
these marketing tools in the functioning of Premier In will suppose to add up to the value and
profits of the company. It also explore the ways which will assist in procuring the resources for
the operational activities of the firm (Chakraborty, and Jain, 2022). In context to the Premier Inn,
all these marketing tools increase the efficiency of the all the staff and team to give best services
to their guest in all the hotel chains. There are some marketing tools which are using by Premier
Inn such as video marketing, search engine optimization, online platforms, etc. By unifying the
the marketing tools altogether, Premier Inn gets an advantage to capture the immense section of
audience for their business and inform them regarding various future changes and upgrades of
the business.
Judgement regarding the importance of marketing channel in adding the value of company
A detailed description regarding the above mentioned tools which are used Premier Inn to
communicate their customers has been explain by taking a real life example, the idea of building
a official website is like giving a platform to the customers where they can look out all the
necessary information about the facilities which company is availing in their hotels. When a
person surf the website of Premier Inn, he will get know the various activities which are
conducting within the organisation. Foods menus, rooms infrastructure, staff, management,
values for booking, etc., are some of the elements which are included in the website of the

company. On the other side, search engine optimization is one of the tools that will increase the
presence of Premier over the internet platform (Ferrell, Hartline, and Hochstein, 2021).
Communication objectives framework for company
Communication objective is the term which is used to elaborate the demands of the
consumers in form of the business. Premier Inn is working in providing such affordable services
to their consumers by which they can assure the better customer experience and spread the
associated message of the organisation's working in the global market. It will make essay for the
company evaluate the how customer are satisfied by the services of the hotels. It will also
support in bringing the changes for the better functioning of the company against the existing
competitors in the market. Communication objectives are the one through which company works
in formulating the policies regarding the creation of awareness among the people for the
respective business. Premier inn is has constructed several communication objectives and set an
timeline to achieve all these objectives with the application of specific integrated communication
tools for them. In the light of all these communication objectives Premier Inn wants to get the
current scenario of the hospitality industry and future trends which may affect the performance
of the business. There are some SMART objectives of Premier Inn which management has
developed under the existence of integrated communication.
 Boost sales up-to 10% within one year by using different sales promotional tools.
 To capture the market share with a rise of 5% in the current rate and for this the expected
timeline would be 1 year.
 Increasing the retention rate of the customers by 20% with the maximum period of 1.5
years.
 Stimulate the social media engagement with 30% to support the reach of the business to
the different part of the world. This could be perform by the company within a range of 1
or 2 years (George, 2021).
Application of the communication objectives in relation to the marketing communications
mix
By analysing all the SMART objectives in hospitality industry, Premier Inn should build
an supportive objective which helps in achieving all the above mentioned target of the company.
It is important to build the effective structure by Premium to accomplish all the desirable
functioning to increase the opportunity to get succeed in future. In order to achieve the target of

increased 10% sales Premier Inn must focus on arranging a specific market research that support
in examining the weakness of the management. This will result in elimination such elements
which are holding back the firm to present a good set of customer services to enhance their
experience in the market. Next for the market share, it is important to do a proper analysis of
strategy which are opting by the existing competitors of Premier Inn (Mensah, and Amenuvor,
2022). It will allow the company to generate the required changes in the interior or other
operational functions of the Premier Inn so as to confirm the achievement of all the SMART
objectives of the firm. Holding customer for the longer period of time is only possible when
company is able to provide the best services what their guests are demanding from them. With
more involvement of the company's function on the social media, Premier Inn can connect to
their audience more frequently and inform them about the creative ideas which is being utilised
by the management. Apart from this, it is necessary to focus on the marketing mix which is
followed by Premier Inn to ensure the proper working of its products and service offerings in the
market. Talking about the communication objectives in terms of marketing mix of the Premier
Inn, then company definitely emphasis on setting up the overall aims and targets which will
create a systematic base to conduct the successful communication with the consumers. The
complete formation of marketing policies of the hotel chain rely on the efficiency of the
objectives.
Integrated Marketing Communication Plan-
IMC plan is helpful in organising the campaigns for the companies and brings the good
revenue structure for the company. Functional activities of very few companies are connected
with the concept of integrated marketing, so it is necessary to acknowledge all the relevant
benefits that can leads to success of the business (Fidel, 2019).
Objectives Communication
Purpose
Actions to be
taken
Business Unit Timeline
Increase in sales
is the important
aspect for the
success of any
business
For this company
can use the
advertising tools
such as television,
billboards, social
To attract the
maximum
numbers of
people towards
the services of
This objective of
the business will
related to the
sales unit of the
department. This
Approx 1 year

organisation as it
shows the
involvement of
people with the
product and
services of the
company.
media sites, etc.
As this will
ensure the better
reach of the
business towards
their target
section.
Premier Inn,
management must
hire a better
leader for the
business who can
support the staff
in giving their
best.
will focus on
using the tools
that will support
in achieving the
better findings
about the
hospitality
market.
A satisfying
growth in the
market share of
the business swill
result in the come
through the
desired
competitive
advantage in the
market place.
For this particular
objective
company should
focus on
improvising the
website of their
hotel chains. This
is the only
channels through
which customers
directly get
connected to the
hotel services.
Bring some
changes by
analysing the
growth the
performance of
the competitors.
This objective of
the Premier Inn is
connected with
the sales and
marketing unit of
the firm.
Minimum 1 year
or maximum 1.5.
Good relation
with consumers
will support in
better and
improved
functioning of the
business in the
global market.
Along with a
To achieve this
objective best
medium of
marketing tool
will be social
media. It will
simplify the
process to take
the feedback of
Providing various
types of benefits
to the guests who
will arrive to the
hotel. Apart from
this company can
also some
attractive holiday
packages to them
This particular
object of the
management lies
in the sales
department of
Premier Inn.
Time period of 1
or 2 years.

loyal customer
base build the
confidence of the
workers and staff
who are involved
in the operational
activities of the
business.
the consumers
regarding the
activities of the
company.
for the same
reason.
Design and produce content appropriate to the channel and communication objectives.
While choosing an appropriate medium for the integrated communication, it essential to
include the idea and type of content which should be used in designing this plan. Like if
company wants to focus on their customers and wants to increase the engage their involvement
with the functioning of the company, then Premier Inn have to improve the service quality. After
COVID, safety and cleanliness is the main concern for all the people, and when it comes to
hospitality industry then it is more necessary. Premier can work on improving the working of
their room services staff, utilising the various means of techniques that supports the idea of the
hygiene in the hotels (Schultz, 2018). Along with this, Premier can take use of website through
which it become very simple to convey the message about the safety protocols which hotel
chains are conducting within its interior. In addition to this, integrated marketing helps in using
various tools such as mobile marketing, public relations, sales promotion and sponsorship which
in combination supports the management to accomplish all the objectives which are con
constructed in the business.
Determine the communication strategies that can be used to help achieve these objectives.
Communication strategies is related setting up efficient plan of action to experience the
best result after utilising the proper integrated marketing tools in Premier Inn. With the
implementation of these approaches in the communication objectives, a set road map has been
designed for the company and by following this Premier Inn can acquire the desired position. In
hospitality industry all the communication strategies are aligned to the IMC tools which are
opted. Premier Inn will utilise all these relevant communication strategy to form a effective

environment in the business firm to confront all the risk such as COVID, advancement in
technology which employees are not able to understand. It makes sure the consistency in giving
better experience to all the customer groups in the hospitality industry (Standaert, Muylle, and
Basu, 2021).
Evaluation of integrated marketing plan
The above plan has enough potential to solve so many different complexities which are
going further inside the firm. With a proper and efficient working of this plan in the management
company is able to attract the large range of customers and promote their facilities in a better
way to them. Furthermore, Premier Inn have an opportunity that may assist the the manager of
the company to identify the trends which are revolving in the hospitality industry. It is the way
that can promote the innovative changes to upgrade the presentation of services which is offered
by the Premier Inn (Vaccaro, and Gaillard, 2022). By considering all the communication
objectives which have been discussed in the plan, hotel chains formulate a better method of idea
to attain all of them. Communication objectives and these marketing strategies go together and
assure that the company will make sure the future success and profits. Premier Inn can arrange
the better set of plan that is rigidly follow by the each and every personnel who is directly and
indirectly contributing their efforts to provide the advantages to the administration. Apart from
this, if company thinks that some of the objective are not working according to the plans, then
they can bring some modification in the marketing tools which has been opted by the company.
Review the success of the monitoring and impact of the integrated marketing
communications plan
The success of the plan can be evaluated by analysing the result of each marketing tools
which have been utilised by Premier Inn by taking help of measurement tools. For instance, if the
company is opting the social medial technology as the marketing tools such as Facebook, then
there is a metric which connected with it (Ceil, 2019). Through this Premier Inn can check the
reach of their posts and updates which is being published on such online channels. Company can
also make the utilisation of questionnaire regarding the services when the guests check out from
the hotels. All such activities of taking relevant feedback from the customers supports in
identifying the standards of the performance.

Recommendations-
There several issues which are associated with the functioning of the Premier Inn and
making it difficult for the team to find out the correct solution for the same. Like taking the
example COVID, there are tremendous changes which has been notices in the hospitality
industry after the outburst of pandemic. To deal with all these unwanted changes company needs
to initiate in developing some effective modification in the making of policies that governs the
other working of the business. Moreover, awareness regarding the health is again highly
acknowledged issue in the recent time, as people almost lose their interest to stay in hotels while
going for trip (Zhang, and Potter, 2022). This is due to infection of corona virus and to resolve
such issues Premier Inn should make it compulsory to wear mask and use sanitizer by the staff
members and for the customers as well. These regulations should be prevail until or unless there
will be no fear of COVID in all around the world. On the other side talking about the digital
technology and its role in the betterment of the hospitality industry. It is one of the best medium
that may support the overall activity of the marketing which supports in bringing the better of the
functions. Premier Inn must pay attention to its working structure of the staff and how they are
dealing with the guests in hotels. As these staffs are the one who represents the complete image
of the company and is responsible for the positive or negative experience for the same.
Conclusion
In the conclusion of above given report it has been cleared that integrated marketing
communication is the instrument that give the company a chance to operate all the marketing
tools. It has mentioned the tools which are used in hospitality industry and supports in attaining
the several communication objectives of the company. This report has also discussed about the
integrated making communication plan, to achieve the all desired goals of the business that has
been decided by the respective company. With the help of this report one can achieve the
knowledge regarding the effectiveness of IMC concept in the functioning of the hotel chains. A
recommendation has stated in this report to explore the ways that may helps in resolving the
several complexities in the business.

References
Books and journals-
Bas, T. and Sivaprasad, S., 2021. COVID-19 and Implications for Future Trends in the UK
Travel and Tourism Sector. Available at SSRN 3623404.
Bharwani, S. and Mathews, D., 2021. Techno-business strategies for enhancing guest experience
in luxury hotels: a managerial perspective. Worldwide Hospitality and Tourism
Themes, 13(2), pp.168-185.
Ceil, C., 2019. Advertising Objectives and Communication Strategies of McDonald and
Dove. Available at SSRN 3521066.
Chakraborty, A. and Jain, V., 2022. Leveraging Digital Marketing and Integrated Marketing
Communications for Brand Building in Emerging Markets. In Marketing
Communications and Brand Development in Emerging Economies Volume I (pp. 281-
305). Palgrave Macmillan, Cham.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Fidel, R., 2019, January. Communication of Learning Objectives as Be Able To’s (BATs) in
Introductory Soils Courses. In SSSA International Soils Meeting (2019). ASA-CSSA-
SSSA.
George, R., 2021. Tourism and Hospitality Marketing Principles. In Marketing Tourism and
Hospitality (pp. 3-31). Palgrave Macmillan, Cham.
Mensah, K. and Amenuvor, F.E., 2022. The influence of marketing communications strategy on
consumer purchasing behaviour in the financial services industry in an emerging
economy. Journal of Financial Services Marketing, 27(3), pp.190-205.
Schultz, D., 2018. Redirecting Our Communication Objectives. Journal of Current Issues &
Research in Advertising, 39(3), pp.222-225.
Standaert, W., Muylle, S. and Basu, A., 2021. How shall we meet? Understanding the
importance of meeting mode capabilities for different meeting objectives. Information
& Management, 58(1), p.103393.
Vaccaro, J.A. and Gaillard, T.R., 2022. Objectives: To review the role of intergenerational
communication and social support in health behavior, health research, and health
outcomes for older adults and to apply these findings toward a model for health
interventions for Black and Hispanic US older adults. Methods: An analytical narrative
review and application toward an intervention model. Results: Key topic areas were
reviewed and analyzed by examining studies that applied. Insights in Aging and Public
Health: 2021.
Zhang, T. and Potter, R.H., 2022. The Role of the Hospitality Industry in Preventing Human
Trafficking. In Paths to the Prevention and Detection of Human Trafficking (pp. 247-
265). IGI Global.