Communication Management in Hospitality, Events and Tourism - Desklib

This presentation discusses the importance of communication management in the tourism industry and how Topdeck, a travel company, used a campaign plan to attract families. It also covers the marketing mix and STP strategies used by Topdeck. The presentation includes information on market research, mission and vision, and campaign objectives.

Communication Management in
Hospitality, Events and Tourism

Introduction
 Communication is a process required in
each and every industry whether it is a
business organization, hospitality
industry or travel company.
 Communication becomes more essential
factors when it comes to travel &
tourism industry.
 Because they need to communicate for
attracting people toward their company
or establish relations between
companies.

Introduction
 Topdeck is the one of the top travel company in UK,
founded by a group of friend with a passion for
adventure. Company aims at inspiring young people for
deep and thrilling travel experience to enrich their life
experiences.
 Company offer tours and trips throughout America,
Australia, Africa, Europe, New Zealand. Leaders of the
company organise group travel at same time they
inspires and lead their customers to meet other new and
open minded people during their trip(Fill and Turnbull,
2019).

Campaign plan
 Campaign plan is process of
achieving an objective by
conducting activities and using
resources of the organisation.
Campaign plan can only be
successful by planning the
objectives, evaluating the
campaign and with a impactful
message.

Continue.,
Campaign plan involves the strategy a
company adopt for promoting its products
or service to generate revenues. Campaign
aims at engaging the audience focusing on
marketing plan. Topdeck started a
campaign named as “family fun trip”.
This campaign plan of the Topdeck is to
arrange tours and trips for families at lower
cost(Singh and Jaykumar, 2019).

Mission And Vision:
 Mission: Mission of the company is to provide exciting travelling experiences to young
people that create freedom from the repetitive normal life. It provide holiday trip
without much cost to youngsters.
 Vision: The vision of the company includes to be the best company providing group
traveling experiences internationally and delivering excellent services with the help of
expertise.

Campaign Objectives
 Topdeck tour & travel company is provide trips for group of young people to explore
and enjoy life experiences and applied many campaigns for promotions but for the new
campaign company has different objectives and target group that can be described as
below:
 Arrange trips for families.
 Providing new and exciting life experiences for family group.
 Increase the market size of the company(Sample, Hagtvedt and Brasel, 2020).

STP
 Segmentation: Topdeck divide it market in
demographic segment including
characteristics like income and age.
 Target: Target group of the company is to
deliver group trips for young people to
escape from their ordinary routine and give
them chance of meeting new friends,
exploring new life experiences.
 Positioning: The brand has positioned itself
as a tourism company emphasize on
providing the group traveling experiences.

Marketing research
 Market research can be defined as a process of finding out the needs and demands of
customers in a specify market area or industry.
 Market research gives opportunities to business derived the data and informations from
customers.
 Just like any other industry tourism industry also needs to build up the relationship with
tourists by providing best service quality.

Marketing Mix:
 Elements of marketing mix includes product, price, place and promotion. Marketing
mix for the new market plan of Topdeck can be described as below:
 Product: Product and services of Topdeck include group trips for young people with
variety of facilities such as skiing, tracking, hiking, camping, festival trips as well as
delicious foods aimed to provide unforgettable experiences

Continue.,
Price: Topdeck do not follow fix
price strategy for its services. But
usually services of Topdeck is not
much costly
Place: Company has gained a strong
competitive advantage with offering
its services across 60 countries
including Mexico, Singapore, New
Zealand, Thailand, London,
America, Australia and many other
emerging markets

Continue.,
Promotion: Marketing experts of
the company promote its facilities
and services through social media
platforms like Facebook,
Instagram.

Conclusion
 From the above report it can be concluded that communication management is required
element for tourism industry to communicate and attract tourists.
 Before conducting a marketing plan market research is essential because required
information and data can be collected with research and company can use these
information for executing new marketing plan

References
• Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
• Eagle and et. al., 2020. Marketing communications. Routledge.
• Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing
and disruption. Pearson UK.
• Islam, M.S. and Kirillova, K., 2020. Non-verbal communication in hospitality: At the
intersection of religion and gender. International Journal of Hospitality
Management. 84, p.102326.
• Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as
communication management in the tourism industry. Tourism Management
Perspectives. 34, p.100652.

Thank-You