Integrated Marketing Communications Strategies for Hospitality Report

This report delves into the realm of integrated marketing communications within the hospitality sector, using The Tower Hotel of London as a case study. It evaluates various marketing channels, including direct selling, digital advertising, and email marketing, assessing their effectiveness in achieving communication objectives. The report critically examines how these channels are integrated to add value and maximize resources, making use of relevant marketing models. It then focuses on devising communication objectives, justifying channel selection, and designing content appropriate to the channel and objectives, with a strong emphasis on digital marketing strategies. The report also includes an evaluation of the application of communication objectives in relation to the marketing communications mix and the hospitality business objectives. Finally, it presents recommendations for improving integrated marketing communications plans to maximize revenue and meet both communication and business objectives.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
1. Evaluate different marketing channels and how they serve communication objectives for
various hospitality organisations.................................................................................................4
Evaluate the current marketing communications situation and channels of the resort,
identifying the tools, channels and the methods in use..........................................................5
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 ....................................................................................................6
Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives ...........7
2. Devise communication objectives and justify appropriate channel selection and integration
.....................................................................................................................................................7
Design communication objectives for a given hospitality organizational situation and
provide justifications for the selection and integration of communications channels chosen
................................................................................................................................................8
The Tower Hotel of London has the following objectives of communication which are
mentioned below:...................................................................................................................8
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives................................................9
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.......................................................................9
3. Design and produce content appropriate to the channel and communication objectives......10
Determine the communication strategies that can be used to help achieve these objectives.
This should also include the channels and the medium or media to use. Do not forget social
media, channel choice and creative content issues...............................................................11
4. Demonstrate the ability to critically evaluate a hospitality case study involving
communication strategy, channel choice and creative content.................................................11

Critique and review the success of the monitoring and impact of the integrated marketing
communications plan............................................................................................................12
Provide appropriate and justified recommendations for improving the integrated marketing
communications plan to maximize revenue and successfully meet both communication and
business objectives...............................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The effective way to develop and enhance the relations with stakeholders of an organisation
refers to the term of Integrated marketing communication. The process which helps in
developing different elements of communication in order to have an effective impact in
consideration of public relations, medium of digitalization, evaluation of public demand,
publicity and recognisance of the name and value of brand of organisation determines the
procedure of Integrated marketing communication. It mainly aims towards having an effective
workforce in order to have a strong build up of the organisation. Integrated hospitality refers to
providing of quality services to its customers with their changing needs and demands. Hospitality
sector mainly works towards providing a comfortable stay to its customers with an aim to
provide them services in such a way that it help in improving and developing the name of
organisation(Rossiter, Percy and Bergkvist, 2018). The organisation chosen for this report is The
Tower Hotel of London which is located between River Thames, St Katherine Docks with the
beautiful view of World Heritage Site at Tower of London. It is one of the top hotels of London
as it believes in providing comfortable stay with convenience of customers. It also has the
amazing view of Thames river, which makes it stand out from other hotels. This report will cover
the integrated hospitality and marketing communications skills and elements of Tower Hotel of
London.
TASK
1. Evaluate different marketing channels and how they serve communication objectives for
various hospitality organisations
The tools that help in developing the relationship between manufactures and customers
determines marketing channels (Hamm, 2022). The are many different channels that helps in
accomplishing the objectives of communication which are mentioned below:
 Direct selling
 Events
 Digital advertisements
 Network marketing

 Catalogue direct
 Resale value added
 Indirect marketing
 Email marketing
 Search engine optimization marketing
Evaluate the current marketing communications situation and channels of the resort, identifying
the tools, channels and the methods in use
A successful running of an organization believes in working towards building a strong workforce
by mainly improving its communication skills (Laverie, Humphrey and Bolton, 2018). The
communication tools that are used an organization in order to enhance the marketing strategies of
organization are mentioned below:
 Advertising – The appearance of name of organization on a digital platform by public
recognition in form of advertising helps in gaining the fame and name in the market.
Advertisement can be in the form of publishing digitally on social media, televisions and
even on newspapers and magazines.
 Personal selling – The building of relationship with the customers by getting in touch
personally helps in gaining recognition in the public eye. This direct contact between the
organization and customers by selling the services personally helps in increasing the
revenue of organization.
 Direct marketing – The clear and direct way towards the customers by promotion for
sale in the market enables in reaching the target audience or customers in an efficient
manner.
 Digital marketing – The amazing packages of the organization must be reflected on
different mediums of social media in form of advertisement. These packages must offer
comfortable and convenient stay with affordable or reasonable prices which will help in
attracting customers towards the organization.
 Sales promotion - The promotion of exclusive packages of organization with their
extensive services on a budget friendly offer. The comfort of the customers should be
utmost priority which will help in increasing the sales of organization.

 Public relations – The changes and modification made in the services of organization
according to the changing demands and needs of the customers helps in developing
public relations. The personal or direct contact with the customers by communicating
with them through various sources increases and develops the public relations.
The Tower Hotel of London should emphasize more on the Digital marketing strategy as its the
most fast and effective way in reaching the target audience fulfilling their needs and demands
with improvised and enhanced services.
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
The communication skills of the management of organization must be developed in such a way
that it increases the sales of organization. Excellent communications skills enables in
communicating with the customers in a very productive way by clearly listening to their
problems, needs and requirements and providing them effective solutions with fast responses.
This will help in attracting the customers on a large level which in turns will lead to growth and
development of the organization (Alsaba, Rahim and Leow, 2018). The parallel functioning of
marketing with service of hospitality helps in building a strong relationship with organization
and customers. It also helps in building awareness among the customers about the services of
organization. The most effective communication channel for engagement of guests in hotels is
through the way of Email. It is an easy, effective and fast medium which gives information to the
guests about the services, policies of organization.
The interactive model of marketing communication is a two way process that prefers in
interacting both way from organization to customers. This enables in exchanging communication
in such a way that proper information is communicated and grievances of customers can be
solved by being physically present for their guests or customers. This model includes interaction
through messages and feedback which can solve the problems of customers instantly.

Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives
The marketing channel of digital marketing which is the fastest medium to communicate with the
customers or target audience. This tool has worked effectively in adding value to the service of
hospitality (Reed, 2020). The use of different mediums of social media that is mostly used by
the customers has helped in getting recognition in public eye. The use of Facebook, Instagram
and whats app is in such force that it has helped a person or organization reached millions of
people at one time. This is the most effective way in increasing revenue of the organization with
the service of digitization. This digital marketing serves the objective of communication by
providing the help service which helps in getting appropriate information about the particular
organization of Tower Hotel of London. The service of chats and calls also helps in addressing
the inquiries and grievances of customers.
2. Devise communication objectives and justify appropriate channel selection and
integration
The procedure of setting goals for the organization in order to recognize the target audience or
customers, delivery of messages with productive results are some of the important objectives of
communication. Here are some objectives of communication which are mentioned below:
 To develop a plan – The formation or creation of a plan is very important in structuring
the framework of organization. The building of an effective idea in the form of plan is
very important to formulate the policies of an organization. The information acquired in
developing a plan must be very much relevant and appropriate for imposition of
productive ideas.
 To implement a plan – The enforcement of a plan in the form of implementation is very
important to form a productive work environment. This leads to communication among
the parties with aim of working efficiently for successful development of the
organization.
 To motivate the employees – The encouragement of employees is very necessary in
order to have an effective execution of work. The employees can be encouraged or
motivated by mainly satisfying their financial needs which can be in the form of bonuses,
increments in their salaries and other methods.

 To increase efficiency – The requirement for functioning of work must be fulfilled by
providing required or necessary equipment with information related to execution of work.
Information can be shared by communicating with the employees which in turn will
enhance or increase their efficiency.
 To achieve organizational goal – A supportive teamwork is very necessary for
productive execution of work. The hand in hand working of the management and
employees proves to be very beneficial for achieving the goal of organization. Therefore
the communication between the manager and employee should be synchronized in such a
manner that the objectives and goals of the company are accomplished.
Design communication objectives for a given hospitality organizational situation and provide
justifications for the selection and integration of communications channels chosen
The Tower Hotel of London has the following objectives of communication which are
mentioned below:
 Building awareness – The awareness about the strategies, goals and objectives of the
organization is very necessary for productive functioning of workforce (Standaert,
Muylle and Basu, 2021) . The skill of excellent communication enables the employees to
be aware about the services of organization so that they can deliver appropriate
information about the services of company.
 Promotion of brand, product or service – Public recognition is very important for any
organization to have recognition in the market. The factors of marketing, advertising and
customer education play a great role in promotion of services of organization.
 Harmonious relationship between management and workers – The relationship
between the workers and management can be improved with the aid of communication.
There must be no gap of communication between the management and employees and
there must decent treatment of employees so there can be effective execution of work in
the organization.
 Offering better coordination – The arrangement between the managers and employees
should be organized and managed in such a manner that there is proper execution of work
in the organization. The correct use of strategies and planning with coordination of
communication will help in achieving the goals of organization.

The communication channel of digital marketing is very effective for the successful running of
an organization in the hospitality sector.
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives
The tools of social media, digital marketing, advertising are some of the main tools that
determines communication mix. The satisfaction of guests or customers should be the main
priority of any organization. The excellent communication skills must be so much developed that
there is no lack in offering services to the customers (White, 2019). The organization must pay
keen attention on the requirements of customers according to their needs and demands. The
service of hospitality should be so efficient that it offers a great experience to its customers by
solving their issues, fulfilling their demands and giving value to their feedback for improvisation
in the organization.
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 awareness of needs of customers in order to enhance the name and value of brand with
increase in productivity of services helps in achieving objectives of organization.
The following steps are included in formation of an integrated marketing communication plan
for accomplishing the objectives of marketing and business which are mentioned below:
1. The first step involves the identification of target audience from brief analysis of data
collected through many sources.
2. The second step involves the development of a planned strategy in order to understand
the changing demands of customers.
3. The third step includes the establishment of marketing objectives in order to achieve the
set goals of the organization.
4. The fourth step includes establishment and estimation of budget in order to maintain the
set standards for development of organization.
5. The fifth step includes the evaluation and analysis of strategies and plans in order to be
implemented for productive functioning of organization.

6. The sixth step includes the effective management of target audience by estimation of
investment in the organization.
3. Design and produce content appropriate to the channel and communication objectives
The channel of digital marketing is the most effective channel for Tower Hotel of London which
have helped in achieving the objectives of communication. The communication skills of the
workers within the organization can be improved by giving them proper training in relation to
treatment of guests or customers (Nikiforov, Pochenchuk and Babukh, 2019). The various
marketing mix that have in achieving the objectives are mentioned below:
 Modify tagline – The selection of an effective tagline is very important in addressing and
establishing the aim of the organization. The tagline of any organization should be such a
way that it attracts the customers by its exclusive service which makes it stand out from
other organization.
 Modify logo – The Tower Hotel should use creative and authentic designs, figures and
patterns in formation of their logo. The colors used in the design of logo should be light
and medium in order to showcase a peaceful, serene and comfortable stay in the
organization.
 Make effective content – The Tower Hotel should have content gathered from various
sources with brief research about the functioning of an organization in hospitality sector.
The service of digital marketing has served as a boon for successful creation of the
content for effective working of the organization.
 Cover all details – The management of Tower Hotel should use effective methods in
order to enhance the experience of customers. It must use effective safety measures in
order to maintain the heath and safety standards in reference to customers.
Determine the communication strategies that can be used to help achieve these objectives. This
should also include the channels and the medium or media to use. Do not forget social
media, channel choice and creative content issues
The Tower Hotel should use appropriate content for proper functioning of an organization in
hospitality sector. The content must be modified and developed according to the changing needs

and requirements of the customers. There are various factors that are used by Tower Hotel in
relation to communication strategy which are mentioned below:
 The target of the organization must be fulfilled by developing public relations so that the
targeted audience is attracted towards the organization and the required sale of hospitality
service is acquired in the organization.
 The medium of social media with advertising and marketing must be used by the
organization in order to update the audience about seasonal packages with addition of
services.
 There must be a clear and direct approach towards its audience by clarity in the content
and information of organization. The audience, customers or guests must have
appropriate knowledge of the organization in order to select their requirements while
staying in the organization.
4. Demonstrate the ability to critically evaluate a hospitality case study involving
communication strategy, channel choice and creative content.
The plan of effective functioning of the organization by evaluation of the marketing
communication enables in generating revenue for the organization of Tower Hotel (Altamira,
2022). The implementation of effective marketing communication helps in increasing the growth
and development of organization. The different marketing communication strategies are
mentioned below:
 Channel choice – The bridge of communication with the target audience must be
completed by effective choice of medium of channel of communication. The Tower
Hotel must lay emphasis on developing the relation with target audience in order to
accomplish their target in hospitality industry.
 Creative content – The Tower Hotel should use effective strategies with marketing mix
in order to develop the engagement of its customers. The use of digitalization in
showcasing the name of organization with its exclusive logo and tag line will help in
enhancing the growth of organization.
 Communication strategy – The application of effective strategies for enhancing the skill
of communication helps in maintaining the standards of Tower Hotel. The use and

enforcement of effective communication will open the doors for attracting the audience
by less use of other means which will in turn generate profit for the organization.
Critique and review the success of the monitoring and impact of the integrated marketing
communications plan
The Tower Hotel should implement the plan of marketing communication in order to achieve the
set targets for development of the organization. There must be regular track of the functioning of
organization in order to evaluate the mistake or errors which can be improved on regular basis
(Reynaldy and Noorrosyad, 2019). There is more use of digital marketing with coordination
between management and employees in the organization of Tower Hotel. The aim of the
organization is to attract a large number of audience by applying different strategies for growth
and development of the organization. The determination and consistency of the management
with smooth working of the employees helps in achieving the set targets and goals for the
organization.
Provide appropriate and justified recommendations for improving the integrated marketing
communications plan to maximize revenue and successfully meet both communication
and business objectives
The authorities of Tower Hotel must be much forward with the changing rules of the hospitality
sector in order to manage and fulfill the demands and needs of customers. The evaluation of
marketing strategies is very important in order to achieve the set target and goal of organization.
The recommendations that should be followed by Tower Hotel are mentioned below:
 The procedure of digitization with more use of advertisement through social media
should be effectively used by the organization in order to have an advanced approach
and contact towards its customers or target audience.
 The health and safety standards of the organization must be maintained by following the
pandemic guidelines with use of sanitzation and availing of neat and clean environment
in consideration of health of customers.