Marketing Communication Strategies

Hospitality and Tourism Organisations

 

 

1. What Is Marketing Communication?

Marketing communication is how a
business shares its message with customers. It includes everything from social
media posts and emails to advertising and public relations. In the hospitality
and tourism industry, good communication helps businesses attract visitors,
build trust, and encourage bookings.

The goal is simple: get the
right message to the right people, through the right channels, at the right
time.

Video:
Marketing Communications Explained –
https://www.youtube.com/watch?v=2MnkBbRFMGo

 

2. Types of Marketing Communication Strategies

Hospitality and tourism
businesses use several key communication strategies. Here is a summary of each
one:

Strategy	What It Means	Example
Integrated Marketing Communications (IMC)	Coordinating all promotional tools (ads, PR, social media, email) so they deliver one consistent message.	Marriott aligns its print ads, emails, social media, and PR events around the same brand message.
Content Marketing	Creating valuable content (blogs, videos, guides) to attract and engage customers.	Airbnb’s online magazine publishes travel stories and destination guides to inspire travellers.
Social Media Marketing	Using platforms like Instagram, Facebook, and TikTok to showcase your brand and connect with customers.	A boutique hotel posts beautiful photos and behind-the-scenes stories on Instagram.
Influencer Marketing	Partnering with popular social media personalities to promote your brand to their followers.	Four Seasons Hotels collaborate with travel influencers to showcase their luxury properties.
Email Marketing	Sending personalised emails with offers, news, and updates directly to subscribers.	A cruise line sends monthly newsletters with special deals and featured destinations.
Public Relations (PR)	Managing your public image through media coverage, events, and community involvement.	A hotel chain hosts a charity event, generating positive press coverage.

 

Video:
Marketing Communication Strategies
Overview – https://www.youtube.com/watch?v=4Os6Fk2OGXE

 

3. Evaluating the Effectiveness of Each Strategy

How do you know if a
communication strategy is working? Here are the key things to measure for each
approach:

Content Marketing

What to measure: shares,
comments, time spent reading, and whether the content clearly shows your
brand’s unique selling points.

Success story: Marriott’s
“Travel Brilliantly” campaign shared real traveller stories, connecting with
audiences emotionally and reinforcing Marriott’s innovative brand image.

Influencer Marketing

What to measure: reach
and engagement of influencer posts, authenticity of the content, and how well
the influencer matches your brand values.

Success story: Airbnb’s
#LiveThere campaign featured influencers sharing authentic local experiences,
strengthening Airbnb’s identity as a platform for unique travel.

Email Marketing

What to measure: open
rates, click-through rates, level of personalisation, and how relevant the
content is to each subscriber.

Success story: JetBlue’s
“TrueBlue Badges” rewarded frequent flyers with milestone badges via
personalised emails, deepening customer loyalty.

Social Media Advertising

What to measure: ad
reach, engagement, targeting accuracy, and whether the ad communicates your
brand’s unique selling points.

Success story: Expedia
used Facebook’s dynamic ads to show personalised hotel deals to users who had
recently searched on their site, boosting bookings by 30%.

Video:
Measuring Marketing Effectiveness –
https://www.youtube.com/watch?v=VEl09YGMMCI

 

4. E-marketing, Viral Marketing, and Guerrilla Marketing

These three digital and creative
strategies are increasingly important in the hospitality and tourism industry.

E-marketing (Digital Marketing)

Using online channels like
websites, search engines, email, and social media to promote your business. A
key part of e-marketing is SEO – optimising your website so it appears higher
in Google search results.

Example: Marriott
International uses carefully researched keywords and optimised web content to
rank highly on Google, driving more visitors to their booking pages.

Viral Marketing

Creating content that people
want to share widely, spreading your message rapidly across the internet.
User-generated content (UGC) is a powerful form of viral marketing –
encouraging customers to post about their experiences with your brand.

Example: Airbnb
encourages guests to share photos and stories using the hashtag #Airbnb. This
authentic content spreads organically and attracts new users.

Guerrilla Marketing

Using low-cost, creative, and
unconventional methods to grab attention and create memorable experiences that
people talk about.

Example: The Icehotel in
Sweden is built entirely from ice and snow each year. The unique experience
generates huge media coverage and word-of-mouth buzz worldwide.

Video:
Viral and Guerrilla Marketing
Examples – https://www.youtube.com/watch?v=kgrh0kuFH4g

 

5. The Impact of Social Media and Online Reviews

Social media and online reviews
have transformed how hospitality and tourism businesses communicate with
customers.

Why Social Media Matters

•     
Real-time engagement – Have direct conversations
with customers, building trust and loyalty.

•     
Visual storytelling – Show off your property,
destination, or experiences through photos and videos on Instagram, TikTok,
etc.

•     
Targeted advertising – Reach specific groups of
people based on their age, interests, location, and online behaviour.

Example: Marriott’s
#TravelBrilliantly campaign invited users to share travel ideas on social
media, generating buzz and valuable user-generated content.

Why Online Reviews Matter

•     
Influence decisions – Most travellers read
reviews before booking. Positive reviews attract customers; negative ones push
them away.

•     
Word-of-mouth – Reviews act as personal
recommendations that reach a huge audience.

•     
Feedback for improvement – Reviews show what
customers love and what needs fixing.

Example: TripAdvisor is
one of the most trusted platforms for traveller reviews. Businesses with high
ratings on TripAdvisor typically see more bookings and higher revenue.

Key takeaway: Respond to
all reviews – thank customers for positive feedback and address negative
reviews professionally. This shows you care about your guests.

Video:
Social Media Marketing for Hotels –
https://www.youtube.com/watch?v=bixR-KIJKYM

 

6. Recommending Strategies for a Hospitality Organisation

Let’s apply everything we’ve
learned to a real scenario. Imagine you need to recommend marketing
communication strategies for a boutique hotel.

Step 1: Understand the Target Audience

Identify who the hotel’s ideal
guests are – for example, couples seeking a romantic getaway, or business
travellers who value personalised service.

Step 2: Choose the Right Channels

Channel	How to Use It
Instagram / Facebook	Post high-quality photos of rooms, dining, and local area. Share guest stories and behind-the-scenes content.
Influencer Partnerships	Invite travel influencers for a complimentary stay in exchange for social media posts and blog reviews.
Email Marketing	Build a subscriber list and send personalised offers, seasonal promotions, and local event updates.
Local Partnerships	Partner with nearby restaurants, tour operators, and event venues for cross-promotions and package deals.
Content Marketing	Publish blog posts and videos about things to do in the area, travel tips, and guest experiences.

 

Step 3: Craft Compelling Messages

Focus on the hotel’s unique
selling points – its charm, personalised service, location, or exclusive
experiences. Use customer testimonials and create urgency with limited-time
offers.

Step 4: Monitor and Adjust

Track engagement rates,
click-through rates, conversion rates, and customer feedback. Use the data to
improve your strategy over time.

Video:
How to Create a Marketing
Communication Plan – https://www.youtube.com/watch?v=0GsMUkzezXE

 

7. Justifying Your Recommendations

When you recommend a marketing
strategy, you need to explain why it is a good choice. Use these three
criteria:

Criteria	What It Means	Example
Feasibility	Can the business realistically do this with its current budget, staff, and technology?	Instagram marketing is low-cost and the hotel already has a smartphone and Wi-Fi – it’s very feasible.
Effectiveness	Will this strategy achieve the desired results (e.g. more bookings, higher engagement, stronger brand)?	Influencer partnerships have been proven to increase bookings for similar hotels by reaching new audiences.
Alignment	Does this strategy fit with the organisation’s goals, values, and brand identity?	Local partnerships align with the hotel’s goal of offering authentic, community-focused experiences.

 

Tip: Always back up your
recommendations with evidence – use data, case studies, or examples from
similar businesses to support your arguments.

Video:
How to Justify Marketing Decisions –
https://www.youtube.com/watch?v=4Os6Fk2OGXE

 

Key Terms to Remember

Term	Definition
Integrated Marketing Communications (IMC)	Coordinating all marketing channels to deliver one consistent brand message.
Content Marketing	Creating valuable content (blogs, videos, guides) to attract and engage customers.
Influencer Marketing	Partnering with social media personalities to promote your brand to their audience.
E-marketing	Using digital channels (websites, email, social media, SEO) to promote your business.
Viral Marketing	Creating highly shareable content that spreads rapidly online.
Guerrilla Marketing	Low-cost, creative, unconventional marketing that creates a memorable impact.
User-Generated Content (UGC)	Content created by customers (photos, reviews, videos) rather than the brand itself.
SEO (Search Engine Optimisation)	Optimising your website to rank higher in search engine results like Google.
Public Relations (PR)	Managing your organisation’s public image through media, events, and community work.
Conversion Rate	The percentage of visitors who take a desired action, such as making a booking.
Feasibility	Whether a strategy can realistically be implemented with available resources.
Brand Identity	The visible elements (name, logo, messaging, style) that make a brand recognisable.