Hospitality Management

Introduction

This study highlights the different online marketing channels and defines strategies for communication management in a given hospitality case study. Here, the chosen resort is required to follow the communication channels that will help in the development of overall international communication effectiveness.

Online marketing and distribution channel identification

Evaluation of the different marketing channels and communication objectives

Different marketing channels are used in this resort. Accommodation is explained within the management of wedding guests and the individual facilities offered by the resort (Hackley, and Hackley, 2021). First, the communication objectives are identified and these are:

Ensuring each guest are given equal priorities and they are allowed to enjoy all facilities

Quick reservation systems are enabled for the guest that is attending the wedding

The other informal guests should not be neglected as well

Ensuring quick services to guest in terms of fooding and lodging in all events that are occurring (Liu, and Sun, 2020)

Some of the marketing channels can be discussed as follows:

Increasing the effectiveness of the official website can be effective in terms of showing on-site amenity, hotel exterior, and other areas of service that gusts find appealing

Paid search and display help the business increase affordably as it ensures that the hotel gains and maintains a competitive position in the market (Ahn, and Back, 2018). It also gives the option to pay only if someone clicks on the advertisement given online.

97% of travelers and guests read online reviews before they proceed with their bookings. It becomes the hotel's responsibility to encourage their guest upon leaving feedback and review

Social media marketing is the common form of marketing management as it highly improves the resort's scalability and allows people to observe different photos and videos. Sharing customer experience videos can be helpful

SMS and email marketing channels are useful in the management of reservations and allow the organization to gain maximum support

Evaluation of the hospital case study

Communication strategy

Communication strategies are applicable within a particular system of social media and emails. Being transparent, honest, and flexible is important for quality communication management. AS difficulties within covid 19 protocols are involved within every business the communication development is arranged for passing through difficult times (Ahn, and Back, 2018). Social concerns are required to be evaluated as people through social media are looking for valuable information and services in the resort.

Channel choice

In this case, the appropriate choice of communication is social media and email as the digital medium of communication is helping n numbers of people to connect with the organization for their development of communication and ensuring that each of the people coming inside the resort for attending a wedding is served well (Orzan et al. 2017).

Creative content

Creative content can be created for the mobile-friendly digital workplace as the employees require accessing all information of guests for the performance management at all levels (Groucutt, and Hopkins, 2015). Guest experience should be improvised through uploading site tours and internal service videos on the internet. In this way, a trust factor will be generated for the improvisation of the latest information. All guest names will appear on a giant TV screen so that the persons will find their respected wedding venues to attend.

Conclusion and Recommendations

To conclude, it can be suggested that creating group chats with VIP customers for evaluation of performance is important. Total quality management software can be incorporated as the requirement of upskilling and managing both internal and external communications.

Task B

Proposed communication objective of the resort

24*7 customer query support online and giving service to them

Proceeding with social media channels to promote an event (CLOW, and BAACK, 2013)

Planning and forecasting the required changes online through using the information management system

Event management without any failure to attend a customer can be done by employing an IT expert to highlight online requests done by customers

Now, this communication objective can be solved by hiring a suitable person that would manage queries made by the customers. In this resort scenario, separate event managers are working towards the management of weddings. Now, with an internal online communication system, there will be a lack of chances to experience miscommunication (BRASSINGTON, and PETTITT, 2012). The accommodation manager works closely with the event manager for the overall management of guests. Now, guests will be given the social media communication id, where they can post their queries or requirements. The service team will quickly manage it all. Moreover, the event managers can use email for uploading the guest list to accommodation staff. Communication objectives for this organization are managed through transferring the offline register-based services to online. In case of any issues faced by guests, a ticket can be generated in the information system and it will be managed.

Justification of selection and integration of communication channel

The selection of communication channels is important as the digital era is considered to be effectively meeting customer needs. Communication objectives are associated with the management of target markets that are of the age group 18 to 45 years (Percy, 2018). This particular age group tends to use social media channels most. Guest requirements are managed by the justified use of Information management tools in this resort where the event managers and accommodation managers can collaborate and update the guest list. This internal software system gives an idea to the organizers regarding the arrangements to be made.

Integrated marketing communication plan

The marketing communication plan would be as follows:

Situational analysis

Gathering guest data and their food preferences

Effective displaying of names of the guest according to their invited location

Marketing communication objective identification

Using social media as an important aspect of communication with guests and taking bookings

Communication strategies

Quickly reply on queries done online and on the resort websites

International customers can book a suite and verify details online for the avoidance of waiting in queues (Baker, 2014)

Scheduling and budgeting

Identification of implementation budget

Giving online payment gateways to customers

Implement, monitor and control

24*7 customer support will be created as a guest can contact them via email

Hiring a social media influencer for endorsing the resort and explaining the offers served and quality of service might attract more customers.

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References

Books

Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher Education.

BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd ed. Harlow: Pearson.

CLOW, K. and BAACK, D. (2013) Integrated Advertising, Promotions and Marketing Communications. (Global edition) 6th ed. Harlow: Pearson.

Groucutt, J. and Hopkins, C., 2015. Marketing (Business Briefings).

Hackley, C. and Hackley, R.A., 2021. Advertising and promotion. Sage.

Percy, L., 2018. Strategic integrated marketing communications. Routledge.

Journals

Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective. Journal of Travel & Tourism Marketing, 35(4), pp.449-460.

Liu, P. and Sun, J., 2020. Marketing Strategy of Marine Resort: An Exploratory Study. Journal of Coastal Research, 106(SI), pp.42-44.

Orzan, G., TIŢA, R.F., Chivu, R.G., OANȚĂ, Ș.I. and COMAN, C.I., 2017. The Influence of the Marketing Communication on Consumer Behavior. Revista Română de Statistică-Supliment nr, p.165.