Digital Sales and Marketing for TUI: Opportunities and Challenges

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