Effective Integrated Marketing Communication Plan for Hospitality

This report provides an analysis of integrated marketing communications within the hospitality industry, using The Rubens At Palace as a case study. It assesses the current marketing communication situation, examines how communication channels are integrated to add value, and designs communication objectives for the organization. The report also evaluates communication strategies, develops a detailed marketing communication plan with SMART objectives, and reviews the potential impact and monitoring of the plan. The analysis covers various marketing models and emphasizes the importance of digital marketing in achieving organizational goals, such as enhancing customer experiences and building a strong brand image. This document is available on Desklib, where students can find past papers and solved assignments.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY .................................................................................................................................3
Assess the situation of current marketing communication and resort channels, identifying
channels, tools and the methods in use.......................................................................................3
Assess that in which manner channels of marketing communication are integrated with the
range of hospitality organisation into critical manner for adding value and enhance resources
making use of the relevant marketing models ............................................................................4
Make proper judgements about how channels of marketing add value with support of
particular hospitality example of organisation to demonstrate how they serve the objectives of
communication ..........................................................................................................................5
Design the objectives of communication for the hospitality situation of organisation and also
provide justification for integration and selection of communication channels chosen.............5
Assess the application of objectives of communication into context of marketing
communication mix and the hospitality objectives of business .................................................6
Create a valid and detailed communication marketing plan which integrates the channels of
multiple communication that has SMART objectives and tactics to meet out the overall
marketing and objectives of business .........................................................................................7
Evaluate the strategies of communication which can be used to achieve these objectives. ......8
Review and critique the success of the impact and monitoring of the integrated marketing
communication plan .................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communication refers to the use of tools and communication channels in the
form of combination which focuses on how businesses communicate the message to its desired
market. Hospitality is a global industry where the professional of marketing must be familiar
with how people travel, needs of travel and also the most effective ways to reach into different
segments of market. In the present report, The Rubens At Palace is taken into consideration. It is
basically the family run business by The Red Carnation Hotel Collection since the year of
1997(Albinsson and et.al., 2020). The present report will cover discussion about the current
communication situation and also about how marketing channels of communication are
integrated within the range of hospitality organisation. In addition to this, the report will cover
analysis about objectives of communication for the given hospitality organisation and also about
the application of objectives of communication into context of communication mix. Moreover,
the report will cover discussion about communication strategies which can be used in order to
help for achieving the objectives. The report also consist of integrated marketing communication
plan into context of communication channel choice, strategy etc.
MAIN BODY
Assess the situation of current marketing communication and resort channels, identifying
channels, tools and the methods in use
Marketing communication refers to the media and messages which marketers use t
communicate with the target markets. Marketing communication is important because it lead
towards the vision based on strategy and also act as the competitive edge in the market. It also
contribute into context of building the brand trust and also reaches towards the right kind of
audience. So marketing communication is very important for the organisational development and
growth as well. From the traditional perspective, there are certain examples of marketing
communication channels which include mails, radio ads, television ads, telemarketing, events
and print ads(Blakeman., 2018). According to changing period of time, there are certain changed
forms of today's marketing communication which include advertising, digital marketing,
personal selling, direct marketing, sales promotion and public relations as well. In context to
Rubens At Palace hotel, they have used video conferencing, emails, blogs, memos and handheld
devices at the organisational level in order to communicate at such a large scale.

It has been observed that there are certain channels which has been used in a frequent
manner so that they can communicate into fast and effective manner as well. These
communication channels can be in the form of written and verbal manner as well where they
communicate on the different levels. In context to The Rubens At The Palace, with support of
these communication channels they can communicate with their senior supervisor, lateral to the
co worker, diagonal to the different department and downward to the subordinate as well
(Camilleri., 2018). These communication channels help the hotel to fulfil the objectives and
goals into fast pace manner. Without these communication channels it is very challenging to
make coordination within the team in terms of completing the daily tasks into effective manner.
When there is proper communication regarding marketing then it is easier to build strong brand
image into market with the right kind of approach. These communication channels help in terms
of conveying the message to every kind of customers and at the organisational level as well.
That's why these communication channels has been used into effective manner so that they can
make strong bond with their customers and with their team members as well. In this manner,
they communicate into effective manner with the right kind of approach.
Assess that in which manner channels of marketing communication are integrated with the range
of hospitality organisation into critical manner for adding value and enhance resources
making use of the relevant marketing models
Within the hospitality industry, there are different kinds of hotels and every hotel has
their own way of communicating at the organisational level. There are different kinds of
marketing communication channels which include advertising, digital marketing, personal
selling, direct marketing, sales promotion and public relations as well. With support of these
communication channels the Ruben at the place hotel can make efficient use of resources at the
organisational level (Das., 2021).As these channels of marketing communication are effective
but sometimes it can't be effective in the real life situation of the organisation. There are different
kinds of marketing models such as SWOT, TOWS analysis, STP marketing model, seven Ps
marketing mix etc. With support of these models, it is easier to make efficient use of resources
and enhances the value of organisation into effective terms. So its important to make effective
use of marketing communication channel.

Make proper judgements about how channels of marketing add value with support of particular
hospitality example of organisation to demonstrate how they serve the objectives of
communication
According to today's period of time, there is effective use of digital marketing within the
hospitality industry as the marketing communication channel. So it majorly contribute in terms
of enhancing the level of services provided by the organisation into effective terms (Duralia.,
2018). In context to The Rubens At The Palace, their main objective is that to create the most
rewarding and enriching experiences for their guests. That's why they choose to stay with them
on the repeated basis with the right kind of approach. So in this manner, channels of marketing
add value to the organisation in order to serve the objectives of communication.
Design the objectives of communication for the hospitality situation of organisation and also
provide justification for integration and selection of communication channels chosen
Communication objectives refers to the process of setting targets for communication and
also explains about the target which they want to reach with their planned actions. There are
certain main objectives of communication for the hospitality organisation which has been
defined into the following manner:
 To provide and inform information to one or to the group is the main objective of
communication
 For convincing the customers regarding price, quality or value for money during selling
process of product
 For the purpose of motivation of staff members for higher level of productivity is also
another objective of communication for the growth of organisation.
 For bringing together the different groups of unit situated at different places under one
roof help in achieving the goal of organisation(JUNGMONGKONKARN and
Lertkulprayad., 2019).
 For nurturing and building the mutual beneficial relationship of business through keeping
in touch with the allied persons associated with the organisation
 Communication objective has been framed which contribute into context of distress, by
entertainment and by social bonding as well.

These are the main objectives of communication for the hospitality situation of
organisation of The Rubens At The Palace. These objectives help the organisation in order to
achieve their next higher level into effective and efficient terms as well. When communication
objectives have been framed into appropriate terms then it can help the business or individual to
develop strategies which guide the content of each communication. It also contribute in terms of
reaching efficiently towards the goals(Juska., 2021).That's why it is very important to design the
communication objectives into proper manner. Without communication objective, it is very
challenging for the hospitality organisation to give a proper and appropriate direction as well
At the organisational level, it is important that to use the proper channel of
communication so that organisation can stand themselves into effective terms. The main
communication channel which has been used by the today's hospitality organisation is the digital
marketing where it is easier and effective to communicate into fast pace manner. Digital
marketing communication channel basically provides an opportunity in order to deliver different
objectives of marketing such as increasing sales, creating brand awareness and improves the
communication with existing customers. This particular digital marketing is important because it
enables in terms of engaging and connecting with the audience into effective and efficient
manner. The main benefit of digital marketing communication is that it is easier to track the
communication and also help in terms of expanding the reach, deepens the engagement and also
generate the leads and sales as well. That's why this channel of digital marketing is important for
the organisation of The Rubens At The Palace.
Assess the application of objectives of communication into context of marketing communication
mix and the hospitality objectives of business
The main objective of communication is to provide information and motivate the staff
members for higher level of productivity of the organisation of The Rubens At The Palace
(Marques, ., 2021). There are certain tools of marketing communication mix which include
direct marketing, advertising, internet marketing, public relations and promotion. When these
objectives has been fulfilled into effective manner then it automatically fulfils the basic
requirement of tools of marketing communication mix. At the organisational level, it has been
observed that the main objective is to provide qualitative services to their customers so that they
feel satisfied into context of services provided by the organisation. For fulfilling the main

objective it is important to understand the basic nature of the organisation so that accordingly
workers can understand the organisation into deeper terms.
Create a valid and detailed communication marketing plan which integrates the channels of
multiple communication that has SMART objectives and tactics to meet out the overall
marketing and objectives of business
For developing marketing communication plan, it is important to follow certain steps by
the organisation of The Rubens At The Palace. First of all it is important to identify the target
audience and then determine the goals and objectives as well. In the further step, it is important
to develop the key messages and also develop the tactical plan for it(Mehrez., 2019). At the end,
it is important to identify the measures of evaluation. This communication plan can be fulfilled
through digital marketing channel which fulfils all the basic requirements of the organisation into
effective manner and also have the basic understanding of fulfilling the SMART objectives. In
this manner, the communication marketing plan integrates with the channels of multiple
communication.
Produce and design the content appropriate to the communication and channel objectives
Communication objectives refers to the ideals and goals which influences the ways
individual or business communicates with employees, customers and other stakeholders. In
context to The Rubens At The Palace, they want to communicate in such a manner with
employees, stakeholders that influences the goals and ideals of the organisation(Nguyen., 2018).
It is important to understand the channel objectives which are basically based on the
requirements of customers, marketing strategy and the company strategy as well.
Mission: The mission statement of the organisation is basically about the organisation's reason
for existence. The main mission of The Rubens At The Palace is to provide “ Services with
qualitative nature and happiness as well”

Vision: Vision statement is mainly about the company's purpose, what the company is striving
for and what it wants to achieve. The vision of The Rubens At The Palace is to continue this
family owned business into different countries.
Objective: The objectives of the organisation is basically about helping each member of the
organisation from stakeholders to entry level employees and also understand the mission of the
company. The objective of The Rubens At The Palace is to increase the brand awareness and
putting all people together in the form of group.
Mode of communication: It is basically about the interpersonal communication which involves
listening and conversational speaking, interpretive reading and presentational communication as
well. The main mode of communication which has been used by the organisation of The
Rubens At The Palace is the digital communication.

Social media platform used: It is the platform which allows the users in order to directly
connect with one another by the networks, groups and location. There are different kinds of
social media platforms such as Facebook, You Tube, Instagram and We Chat. The main social
media platform used by the organisation of The Rubens At The Palace is the Instagram which
can be used in order to promote themselves into positive manner.
In this manner, the communication objective and channel objectives has been used in
order to promote themselves into result oriented form(Lukáč and et.al., 2021). So its very
important to have proper objectives of communication and channel as well.
Evaluate the strategies of communication which can be used to achieve these objectives.
Communication strategies refers to the plans for communicating information which is
related to the particular event, issue, audience or situation. These strategies act as the blue prints
for communicating with stakeholders, public or even colleagues as well. For designing the
communication strategies it is important that to be very clear and also need to avoid absolute as
well. It is important that don't speak for other people and also practice for active listening as
well. It is necessary to ask questions and also need to confirm what you understand and also
there is requirement to share the perspective as well(Tang., 2020). In context to Rubens At The
Palace, it is important to discover the collection of information and resources about the Rubens
so that they can accordingly plan for their future actions. The main objective of the hotel to run
this family run business from the long run perspective an expand themselves into different
countries with the right kind of approach. In this manner, by following above mentioned steps
the hotel can design the communication strategies for themselves.

Assess the integrated marketing plan of communication into context of communication strategy,
choice of channel and creative content
An integrated marketing communication plan basically incorporates the market research,
audience segmentation, strategic planning, selection of marketing channel, creative briefs and
campaign messaging in order to achieve maximum impact of marketing. In context to Rubens
At The Palace, first of all it is important to understand and know the audience about the main
expectations and changing preferences about the hotel. So for this purpose it is important to
conduct the market analysis according to customers requirements and preferences as
well(Tharpe., 2019). After that set up a budget plan which the hotel can bear to successfully
arrange it. In the further step, it is important to analyse about the unique selling proposition
through which they can attract the crowd on a larger scale. In the further step, it is necessary to
define about the marketing communication methods which include different platforms,
messaging style, frequency and targeting.
After that the hotel has to maintain a consistent brand element where passion drives the
purpose in which the passion towards running the family owned business led them to a new level
of success. In the further step, it is important to list down the key success metrics where there are
different metrics who determines that how well the communication system is working and also
informs that what is working and what is not working. At the end, it is important to execute, test
and reiterate it as well. In this manner, the integrated communication plan can be created into
effective terms with the right kind of approach. It is not necessary that this kind of marketing
communication plan is almost effective but can't be fit into every kind of situation. It is the
marketing communication plan who uses different social media platforms to communicate with
their customers so it fulfils the requirement of channel used within this plan(Tyson., 2019). For
communicating into effective terms, it is necessary that to create the content in such a manner
that it fulfils the basic requirement of communication strategy. For making the content creative,
it is necessary that t use images, videos to make the content effective and to the point as well.
That's why the integrated communication plan is very effective at the organisational level when
they follows all the parameters into appropriate manner.

Review and critique the success of the impact and monitoring of the integrated marketing
communication plan
When the integrated marketing communication plan has been successfully implemented
at the organisational level then it is easier for The Rubens At The Palace hotel to maintain its
brand image into successful terms. The main impact of this marketing communication plan is
that they successfully complete the objectives of the organisation into successful terms with the
right kind of approach(Yamin., 2018).It has been observed at the organisational level that for the
success of integrated marketing communication plan it is necessary to invest higher cost and
manage the content into effective terms with the right kind of approach. So in the overall
manner, marketing communication plan is important for the hotel to maintain its standard into
the market.
Provide proper and justified recommendations for improving the integrated marketing
communication plan for maximising revenue and successfully meet the objectives of
communication and business
It has been recommended for integrated marketing communication plan that to develop a
common language and empathy as well. It is also important for the Rubens At The Palace hotel
to develop empathy and also need to understand the motivation level as well. It has been also
recommended that to understand what they are looking to accomplish into positive manner.
These recommendations help in terms of improving the integrated marketing communication
plan.
CONCLUSION
The above stated report concludes that marketing communication plan plays a very
significant role at the organisational level . It has been concluded that there are different kinds of
communication channels, tools and methods which can be used by the organisation into effective
terms. It has been determined that there are certain objectives of marketing communication
which needs t be considered by the organisation into serious terms. It has been observed that
there are certain communication strategies which can be used into context of fulfilling the
objectives into effective manner.