Digital Sales and Marketing for TUI: Opportunities and Challenges

This report discusses the different digital sales and marketing channels used by TUI, the success of key digital platforms in increasing sales and attracting customers, and the opportunities and challenges in digital sales and marketing campaigns. It also covers measurement techniques and actions to improve performance in digital marketing.

DIGITAL SALES AND
MARKETING

Contents
Contents................................................................................................................................................
INTRODUCTION................................................................................................................................
LO 1......................................................................................................................................................
P 1 different digital sales and marketing channels used by a range of tour operators and discuss
the opportunities and challenges they offer.................................................................................3
LO 2......................................................................................................................................................
P 2 the success of key digital platforms used to increase sales and maximize marketing efforts,
and discuss how they attract customers in the tour operating sector...........................................5
LO3.......................................................................................................................................................
P3- Digital sales and digital marketing campaign.......................................................................6
P4- Ways in which Omani- channels marketing has evolved and their application in digital
sales and marketing campaign...................................................................................................10
LO 4....................................................................................................................................................
P 5 measurement techniques and performance metrics used in digital marketing....................11
P 6 set of actions to improve performance in digital marketing................................................12
CONCLUSION..................................................................................................................................
REFERENCES...................................................................................................................................

INTRODUCTION
Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms to
promote products and services. TUI AG, also known as TUI Group, is an Anglo-German
multinational travel and tourism company headquartered in Hannover, Germany. It is the largest
leisure, travel and tourism company in the world, and it owns travel agencies, hotels, airlines,
cruise ships and retail stores. This report includes topics such as different sales and marketing
channels available digitally which are used by the tour operators, the success of key digital
platforms used to increase sales and maximize marketing efforts, digital sales and marketing
campaign. Omani channels has evolved the way of marketing campaigns and channels.
Measurement techniques and performance metrics used in digital marketing and set of actions to
improve performance in digital marketing.
LO 1
P 1 different digital sales and marketing channels used by a range of tour operators
and discuss the opportunities and challenges they offer
In the sector of tourism there used to
be intermediaries for the companies
such as TUI so that they can deal
with the passengers and consumers of
the business. The tour operators buy
the stock of tourism facilities in the
company and share them as a
package deal to travel agents. On the
other hand travel agents used to sell
directly the offer to public. Now the
condition has totally changed because
now due to advancement in
The distribution in
travel industry is
shifting to the
upcoming and drastic
trends of ecommerce
with offers, marketing
of channels and
campaigns. Earlier
than this global
distribution was
considered as a
prominent factor in the
Trip Advisor-
Considering its
recognition it is the most
popular platform which
provides the services of
booking for travel and
they have more than 300
million users. Company
also works as a channel
of distribution for the
third party resellers.

technology the sector of tourism has
evolved and revolutionized. Now the
medium of digital aspects is enabled
in the industry which is used to sell
their services (Kotler and et.al.,
2017).
There are many elements
related to this aspect. Websites of
companies such as TUI will help their
business in the strategies of
distribution. The concept is to
industry of tourism. But
the development in
technology is changing
the whole structure of
tourism such as
distribution of products
and services. In order
to reduce the factor of
cost many companies
are distributing their
tickets through their
websites. In many
markets the personal
offices of airlines has
completely shut down
because people rely on
the services that are
provided online. Also
there are facilities of
call centre from where
consumer can engage
with the company. The
digital travel sales has
crossed the mark last
year by 100 billion
Euros as many of the
consumers have access
from their mobile
phones and they can
pay instantly with their
credit or debit cards.
Currently the company
has more than 200 sites
for booking over the
world and 570 million
reviews of people on it.
Companies such as TUI
can tie up with Trip
Advisor as they are
considered as best in
terms of getting to a large
no of audience. This will
help the company to
attract more consumers.
There are certain aspects
to deal with the company
as individual members
cannot deal with the
company only travel
companies such as TUI
can. Other than this there
are any companies such
as Trip Advisor which
can help the company to
grasp an opportunity and
lock it (Wang and et.al.,
2019).
Also there are many
elements to distribution
of services online.
Transactions occur at a
huge level on the

improve the level of conversions of
sales and generate the lead to
consumers. Other than this there are
many other channels of marketing
and sales which TUI needs to keep in
mind such as
Many companies have
improved their services
and made their own
platform user friendly
so that it is easy for
consumers to book
ticket from their page.
websites of the company
and they need to maintain
the level of engagement
with customers as any
mistake at the time of
booking can break the
trust of consumers. In
order to deal with this
measure companies such
as TUI needs to provide
their contact information
to the page or provide the
feature of live chat in
order to address the issues
of consumers and support
them.
LO 2
P 2 the success of key digital platforms used to increase sales and maximize marketing efforts,
and discuss how they attract customers in the tour operating sector
Original Video content-
This is a marketing
which is taking the minds
of many companies in
order to use it to attract
Live event integration-
This aspect is considered as a
successful measure of digital
platforms as it helps to interact live
with their consumers which is an
Marketing tools for
automation-
In order to maintain
the level of competition
and maintaining the

consumers. This way TUI
can market and promote
their new solutions in a
more entertaining way so
that consumers do not
loose their interest. The
video created must have
some value in it as per the
company so that
consumers do not consider
it as a waste of time. TUI
can include the videos of
and experience of people
while they were on
vacation and that
destination can be
promoted through the
company which will make
the consumers think about
buying out their package
(Kannan, 2017).
Interactive tools and
experiences-
In order to make
the portal of the company
user attractive and
interesting for them
company can enable many
things such as quiz about
the facts of the places they
important measure to show off their
facilities and services. Any event at
the facilities of TUI can be shown
off with this measure as it will help
to show the preparations, decorations
and discipline for the event
maintained and handled by the
facilities of TUI other than this
decorum and interior of the facilities
will also be highlighted which will
help the company to attract more
people and their sales will be
increased which will help them to
generate more revenue. Other than it
this aspect will help the company
spread the awareness of the brand,
generates more lead for consumers,
increase the level of interaction with
customers, education. Also company
also has the scope to generate more
new leads by enabling a contest with
the webinar and the winner of the
contest will be provided with a free
package or something (Guoan and
Xue, 2019).
position in the market it is
necessary that TUI comply
with these factors. This will
help the company to build a
model for revenue which
will help them to predict
and sustain the factors. The
model of revenue must be
in that order which consists
of automated systems such
as establishing a pipeline of
marketing, taking on and
generating more leads,
segmenting the contacts
and promote them so that
company get repeated
business from their
consumers.
Remarketing to existing
customers-
This is considered as
one of the best aspects to
help increase the revenue
of the company. As people
who have trust on the
companies such as TUI
tends to look on the
campaigns of marketing
done by the company. The
customers who are active

have been to, graphs
showing them how much
they travel with the
frequency of time etc. as
these aspects will help the
company to make their
consumers stay at the
portal which will create
more traffic on the website
and make the experience of
the consumers more better.
This way when they are
spending time on the
website they will learn new
things while they plan a
trip to places they want to
visit.
will get the most benefit
from this aspect as
companies send their
promotional offers to them
which appears on the
screen of their phone.
Curious consumers always
wants to know more which
is why they take a deep
look at the promotional
offer. For this aspect to be
successful it is necessary
that TUI maintain their
portal because if it is not
user friendly then no
promotional campaign or
activity of marketing will
help the sales of the
company.
LO3
P 3- Digital sales and digital marketing campaign
Executive summary
This report has
been make the proper
sales and marketing plan
of the TUI company. It
SWOT Analysis
Strength
There are total five
strength of this company and
Strategic STP plan
Segmentation
UTI company is looking
to provide the new cultural

has been concluded
companies mission,
vision and their
marketing strategies
through the digital tools
and This plan has been
also provide competitive
analyses and marketing
mix of the company. In
the end it has been
provided strategies to
control the campaign
(Dodson., 2016).
Mission
United in our
mission to engage
customers – it is what
drives us! Our Promise
Discover your Smile
Vision
Our vision, values
and customer proposition
form the basis of our
action and our attitude –
both inside and outside.
Objectives
 TO expand
o0ne of them is this company
has more then 200 brands some
of the the traveling brand has
famous in the market for
example – Jetair, And most of
these brands are the trusted brand
that leading in the market place.
Second, they have many
experienced leaders and also they
have around 50,000 colleagues
that commit to TUI Travel PLC
where the company builds a
better working condition for
employee such as reward,
employee’s survey, etc (Chaffey.,
2019). Through their superior
management team, the company
has an effective operation which
are flexible business model
where they can adapt and meet to
the changes happen, strong
performance, synergy, and
merger integration processing
well.
Weakness
Their are some of the
weakness of TUI which
making them more weaker. This
traveling company is highly
depended on the technology to
traveling plan for the people so
they can enjoy the nature and
see the nature from very
closely. Their new campaign
will be depend ion this basis.
The Travelers will see the
culture of the people and this
new plans will focus on the
Asian countries because the
Asian countries have the
different culture, varieties of the
languages and other things will
attract customer to buy their
traveling plan
Targeting
The target of the
company will be old age group
people who wants to take the
new cultural experience in their
so company will target the
adult to take this traveling
packages. They will at get them
through the digital marketing
tools which can be easily
attract them to take the traveling
plan and see the culture from
very close (Parker., 2017).
Positioning
TUI company has the

business into new
location till the
end of 2021
 To enhance the
companies sales
by the 25 % till
2021.
 To enhance Profit
of the company by
20 % till the end
of 2021.
Tactics ( Marketing
Mix)
Product
TUP company
will launch their new
marketing campaign
where they will promote
the cultural traveling plan
for the adult people, so
they can visit the another
country and understand
their culture and their
way to live their life
(Juska., 2017). This
company is having the
Airlines business as well,
so they will provide the
traveling packages in
operate their business activates
and business services and
trending around the 27 key
trading which is around the 27
key source markets. If there will
e any fault in the technology then
this can affect their whole
business so they should not
depend to much on it.
Opportunities
some of their loyal
customers are low budget and
company can take the
opportunities to provide them
low budget flight which can
satisfy their need, and they can
travel regularly. They need to
provide some of the discount so
people can effort the traveling
plan by them.
Threat
competition in this
industry is affecting the business
of the TUI group and they also
have to increase the prices of the
Flight ticket because the oil
prices s increasing which is
affecting the traveling and they
are not able to provide their
positioning in the market itself
and their customers recognize
them and their traveling plans
help the customers top satisfy
their needs and their demand, so
they will provide this
traveling price in affordable
budget so people can enjoy
their traveling I the other
country and they can see the
nature and culture of the
people.
Monitoring and controlling
Company will use
feedback techniques to know
how their marketing plan is
performing . They will take
review from the employees who
are working in the TUI
company to measure the
performance of the campaign.
This will help them to
understand their mistakes in the
campaign and company can
recover through making new
strategies.

weather prices and their
services will help people
to complete their traveling
conferrable.
Place
Company will
target the Asian countries
and they will also expand
their business in the
Asian country because
there are opportunities for
the TUI company to take
the competitive
advantages in those
countries and their culture
and languages are also
unique as compare to the
other countries.
customers discount in their
traveling plans (Kaushik., 2016).
This become the threat for the
UTIO company.
Price
company will use the
competitive pricing strategy for
their new traveling plans, so they
can take the competitive
advantages in the Tour and
Tourism industry and so their
presence (Payne, Peltier and
Barger., 2017). This packages
will be affordable for the propel
who will take the traveling
package, and they will the
varieties of services in less
budget.
promotion
TU company will target the
audience for their new
marketing plan through the
social media and run their
campaign of the Facebook,
Twitter and the Instagram
because this is the best way to
promote their traveling plan
and company can also make the
new customers and gain there
loyalty (Avakyan And et.al.,
2019). Company is already
operating their business online a
dn their marketing for the
traveling is strong so this will;
be easy for the company to
achieve success though the
digital marketing.

P4- Ways in which Omani- channels marketing has evolved and their application in digital sales
and marketing campaign
There is huge contribution of the Omani- channels which change the way to promote
the product in the market and this is v bets way to run the campaign for the companies. TUI
group is also using the different different channels to promote their product and services
digitally (Swan, Dahl and Peltier., 2019). Social media is also an part of it where they can run
their campaign and also analyze and control their marketing campaign. This marketing
channel allow the company to see the activities and they can see how many people are interest in
their product and services. Website making is also one of the TUI company has their online
website where customers can take the traveling plan and also book their plan tickets in the
discount prices. This makes comfortable for the company to sell their product on the online.
SEO can also be the best tool or the Omani – channels for the TUI company where they can
show their presence on the google. When people will reneger about the traveling then their
company and their new campaign be shown to the customers first. It will help them to attract
new customers and company can also take the competitive advantages in the market where they
are operating their business.

This makes easy for the TUI company to run their campaign on the Omani – Channels
because before their marketing team have to traveling aware people about their marketing
campaign and their new travailing plans and offer but this new technology has give the good to
their company and now they are using the technology mostly which is providing them high
competitive advantages (Ozuem, Patten and Azemi., 2019).
LO 4
P 5 measurement techniques and performance metrics used in digital marketing
Overall traffic on the website
Website of TUI is the base on the digital platform and the face of the brand. This is the
reason why the company needs to focus on the aspects of digital marketing and its efforts to
bring the traffic on the website of the company. Some of the campaigns increase the social media
presence of the company but the main goal of campaign is to create more traffic to it. This is
necessary as measuring traffic on the website of the company helps company to get insights such
as which of the campaigns are working and which are not.
Traffic by source-
This aspect helps to highlight the sources from where the visitors are coming from. This
will help the company to assess the data of the potential visitors and help them to prioritize their
campaign over them so that they are attracted to the company and use their services. Company
can track the sources from Google Analytics such as from referrals, visitors that come directly to
the website or through the promotions done on social media platforms (Jackson and Ahuja,
2016).
Sessions-
This aspect is concerned with the number of visits websites of TUI will get. This can be
counted with the help of Google in a 30 minute increments. This means that individual user will
trigger the traffic on website once for half hour each. For instance Consumers may trigger a
session in the afternoon to book on the site of TUI and then visit again after sometime to keep it
in their cart. Both of these will be considered as new sessions.

Exit rate-
This strategy of metric is considered as accurate and important as they help companies
such as TUI to get the information about the design, making and experience of the consumer on
the site. This aspect will help the company to know at which point user left their website after
going through the content. This is necessary for the company as they need to take measures
which stop this step otherwise people will keep loosing interest in the brand.
Bounce rate-
This rate is not same as the exit rate as it helps to assess the ratio of people who left the
website of the company after visiting only one page. There can be many reasons for that such as
it takes to long to open up the website, people did not find they were looking for specifically, an
error occurred while loading of the page etc. It is necessary that company assess these on a
timely basis in order to check the effectiveness of the campaign that is set by the company. It is
necessary that the link provided by the company to the users send them directly to the
promotional page instead of the home page of the company as this will help them to reduce the
level of bounce rate (Kotarba, 2018).
Conversion rate-
With the help of Google Analytics the company can measure the no of sale they have
made through their website. Conversion not always means sale sometimes it can be a subscriber,
a lead or a download has been made by the user. This aspect tells that the strategy of digital
marketing used by the company is effective or not.
P 6 set of actions to improve performance in digital marketing
Explore the current trends-
The environment of digital marketing rapidly changes so to make the strategy according
to the trends all the current trends needs to be followed. It is necessary that TUI keeps changing
their methods from time to time because they are linked with the success of the company and its
strategies. It is necessary that company has a strong presence on the social media platforms as
latest trends and ideas can be collected from there (Roggeveen, Nordfält and Grewal, 2016).

Analyze the past activity-
In order to assess where the company is lacking the best option is to go for analyzing the
statistics of the business. Company needs to focus on the current situation of the company and
consider those factors which are necessary to achieve success. Then company needs to compare
it on the basis of previous period such as last metric and then plan that is formed by them in
order to improve their performance.
Realistic goals-
In order to make the strategy for digital marketing realistic it is necessary that the
company takes out its objectives and the goals they want to achieve. This way company will be
able to plan smartly which will highlight them both positive and negative factors of the aspect,
also they will be able to predict the obstacles for which they can be prepared for.
Analysis of channels-
There are many channels of digital marketing which is used by the companies such as
TUI to enhance their performance. For instance website, social media platforms and e mails are
the channels of it. All of the channels needs to be analyzed on a regular basis as all of them work
on a different approach and enhance the capabilities of the company in a different way.
Creation of content-
This is the most powerful and attractive tool of digital marketing. If the content of the
company is good it will definitely attract the consumers. TUI needs to focus on the ideas of the
content, formats of it this area calls for a deeper approach to implement as this helps to create
more leads, more sales and bring more users to the website which is ultimately a success for the
company. The topic of the content needs to be relevant according to the strategies of the
company.
Budget for paid advertising-
It is necessary for the company to consider this aspect in their list of tactics as it really
brings a lot of difference. There are many methods for it such as Google Adwords for the ads of
search engine and the advertisements on social media. It is necessary to build an attracting and

effective content for that. For all of this company needs to set and allocate the budget to execute
these activities (Stephen, 2016).
Work on relationships-
It is necessary for the digital marketers to maintain relationships with people as they
spend most of their time in offices being isolated from others and focus on the work. This is why
it is necessary for them to communicate with the people online same way they do to their friends.
Maintain relationships with other helps to get insight and can turn a deal into a collaboration.
Action plan-
After wrapping every aspect efforts are invested in different areas of digital marketing.
All the areas needs to be optimized in a different and unique way so that strategy can work
effectively and helps the company to improve their performance. This aspect helps the business
to increase their reach and work in collaboration.
CONCLUSION
From the above studies it has been summarized that TUI needs to take the help of strategies of
digital marketing in order to increase the reach of their business and enhance their performance.
It is because digital marketing is complied with all of the new trends and it has no end. TUI
needs to invest in this area and keep a check on the strategies as trends in this aspect changes
rapidly. It is necessary that company establish their presence on the platforms of social media as
it helps them to get an insight of around the world activities from which they can make their own
strategies. It is necessary that company checks their conversion and bounce rate in order to check
the effectiveness of the channels of digital marketing of the company. This will help them to take
corrective actions and invest in necessary areas with right approach.

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