Expedia Travel Company Business Portfolio for Hospitality and Tourism Market
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This business portfolio provides an overview of Expedia Travel Company's current business operations, products, location, distribution, pricing models, customer segments, branding and positioning, and current promotion and marketing. It also recommends future campaigns and new innovative ideas for the company.
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Business Portfolio1 The Hospitality and Tourism Market Business Portfolio The case study of Expedia Travel Company Student Name: Student Number: Module Code: HAT202 Submission Date:
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Business Portfolio2 Contents 1.Introductory Summary of Expedia Travel Company............................................................................3 2.Current Business Operation.................................................................................................................3 2.1.Product.........................................................................................................................................3 2.2.Location.......................................................................................................................................4 2.3.Distribution..................................................................................................................................5 2.4.Pricing models.............................................................................................................................6 2.5.Customer segments......................................................................................................................6 2.6.Branding and positioning.............................................................................................................7 2.7.Current promotion and marketing................................................................................................7 3.Recommended Future Campaigns.......................................................................................................8 3.1.Direct Response...........................................................................................................................8 3.2.Mobile Solutions..........................................................................................................................8 3.3.Awarded Blogs............................................................................................................................9 3.4.Cinema.........................................................................................................................................9 4.Recommended New and Innovative Idea............................................................................................9 References.................................................................................................................................................10
Business Portfolio3 1.Introductory Summary of Expedia Travel Company The Australian hospitality and tourism market comprises generation of revenue from foodservice, passenger rail, travel intermediaries, hotels and motels, and casinos and gaming. The travel intermediaries where Expedia Travel Company operates, operates as part of a business that helps in selling travel products and services to customers (Travel & Tourism Industry Profile: Australia, 2016). According to the report by the Market Line, some of the products offered by the travel intermediaries include railway tickets, holiday packages, hotels, car rentals, and airline tickets. Among the six categories in the industry, the travel intermediary ranks third with a market of 10.3% behind airlines and food service. Expedia Travel Company is a travel booking company that specializes in selling of travel products and services to domestic and international customers beyond Australia. As indicated in the company website (https://www.expedia.com/), Expedia Travel specializes in selling of travel services in airlines, cars, flights, hotels, rental cars, holiday packages, vacation rentals, and airline tickets. Expedia Travel operations involve receiving tourists across the world that come to Australia by offering them products and travel services. Furthermore, the company also links passengers to hotels and accommodation services by selling tickets to passengers (Expedia Travel, 2018). 2.Current Business Operation 2.1.Product Expedia Travel operates as a travel intermediary. as indicated in figure 1 below, it specializes in selling of different travel products and services to tourists. For example, currently, it offers different products that include hotels, rental cars, and flight deals for those that need pleasure or travelling for businesses, vocational rentals for families, groups, or individuals.
Business Portfolio4 Furthermore, the business offers holiday packages for those willing to go on holiday vacations to areas such as Polo Towers Resorts, Floridays Resorts, and Sedona Summit Resort, and among other resorts. Figure1: Expedia Travel products and services Source: https://www.expedia.com/?&langid=1033 2.2.Location Expedia Group currently owns Expedia Travel. It only operates as an online booking point for customers that want vacation packages, cruises, car rentals, hotel reservations, and airline tickets. Furthermore, it is important to understand that while Expedia has its headquarters at Bellevue in Washington, the company expiates to relocate over the next one year to start operating at Seattle in Washington.
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Business Portfolio5 Figure2: Expedia online location Source: https://www.expedia.com/ 2.3.Distribution Expedia Travel utilizes online platform to meet all its distribution processes. The company allows customers to access the website and place their bookings depending on their needs. Figure3: online booking platform by Expedia Travel Company
Business Portfolio6 2.4.Pricing models Expedia Travel Company applies discounting pricing model to attract customers to make bookings. The company gives discount depending on special occasions, tourists travelling as a group, or for customers that take combined packages. Figure4: Discounts on bookings 2.5.Customer segments Expedia Travel Company provides its products and services to customers that earn high income. The company targets groups that like travelling, the business entrepreneurs, and families. As indicated in figure 5 below, it is apparent that the travel company also targets families that would like to enjoy from their ordinary and craving for vacations. The gateway allows family members to benefit from exploring the world and unfamiliar locations. Figure5: target groups
Business Portfolio7 Source: https://www.expedia.com/vacation-rentals/ 2.6.Branding and positioning Expedia Travel Company has succeeded in distilling its brand to differentiate itself from other competitors. The company has succeeded in creating a desirable image in the minds of customers. The company uses symbols and slogans to create strong trust among customers (Perrey & Riesenbeck 2016). Figure 6 below shows that Expedia positions itself as one that offers high experience to tourists, high rating among guests, and one that offers outstanding value. Figure6: branding and positioning Source:https://www.expedia.com/collections 2.7.Current promotion and marketing The current sales promotion of the company involves the use of premiums on bookings. The direct response has also seen the company create accounts with several social media accounts (Gorlevskaya, 2016; Brown, 2010). Figure 7 below shows Expedia Travel has over 7 million people on Facebook that likes its page with more than 6.9 million followers. There are 409,000 followers and 31,300 followings on Twitter with over 79,600 tweets. The Pinterest
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Business Portfolio8 has more than 49,000 followers with over 339,500 monthly viewers (https://www.pinterest.com/Expedia/). Figure7: Social media marketing Source: Compiled from different social media platforms 3.Recommended Future Campaigns 3.1.Direct Response The company could adopt printing of brochures by the park authorities. This will help clarify what is contained in the brochure. The agents dish out few brochures and advise the tourists to print more from their websites (Ketter, Mansfeld and Avraham, 2016). 3.2.Mobile Solutions There are various sites and items unsupported by the Facebook advertising platform. The firm needs therefore to incorporate the lists and ads of such sections in special mobile solutions to promote the sales and awareness.
Business Portfolio9 3.3.Awarded Blogs The popularity and traffic on blogs is highly increasing over the past decade. There is therefore need to develop marketing platforms on the sites of popular blogs or develop blogs that would present the attractive features (Kallai, Bodnar and Bodnar, 2016). 3.4.Cinema Expedia Travel could also adopt the use of cinema advertising.Wilson and Till (2013) explain that adoption of theatre screen advertising has remained one of the long-term existing away from home television. While most of the people are moving away from print media, radio, and television, the medium of film has come to provide greater flexibility and features. Expedia Travel does not use any of the advertising strategies to reach out to a large audience that are never online throughout.Ewing, du Plessis and Foster (2011) explain that we now have advanced cinema technology that has a capability of producing cinema advertising in Dolby Stereo for an added focus. The strategy will ensure that the company produces high quality presentations than the television. Such presentations will be improved resolution to attract the attention of everyone passing on the streets, urban areas, and cinema halls to see.Johnson (2016) explains that cinema advertising can become one of the effective tools to reach out to audience in a wider geographical area. The strategy will reach out to families, individuals, corporates, as well as groups. 4.Recommended New and Innovative Idea Management needs to introduce surfing competitions as a new innovative product. A majority of tourists will see the need to make annual subscriptions to come and participate in surfing and deep-sea diving competition. While at the same time, a majority of customers will enjoy making bookings to stay in the rental hotels.
Business Portfolio10 References Brown, E. (2010)Working the crowd: Social Media for business. British Informatics Society Limited. Ewing, M. T., du Plessis, E., & Foster, C. (2011) Cinema Advertising Re-Considered.Journal of Advertising Research,41(1), 78-85 Expedia (2018) Pinterest [Online]. Available athttps://www.pinterest.com/Expedia/[accessed on 8 June, 2018] Expedia Travel (2018) Facebook account [Online]. Available at https://web.facebook.com/expedia/?_rdc=1&_rdr[accessed on 8 June 2018] Gorlevskaya, L. (2016) Building Effective Marketing Communications in Tourism.Studia Commercialia Bratislavensia,9(35), 252-265 Johnson, K. F. (2016) Cinema Advertising.Journal of Advertising10, no. 4: 11-19 Kallai, K., Bodnar, E. S., & Bodnar, K. (2016) The marketing of hunting tourism through the internet in Hungary.Agricultural Management,18(3), 121-128. Ketter, E., Mansfeld, Y., & Avraham, E. (2016) The role of marketing in tourism planning: Overplay, underplay or interplay?Tourism (13327461),64(2), 135-148. Perrey, J & Riesenbeck H. (2016)Power brands: Measuring and managing brand success. Wiley-VCH. Travel & Tourism Industry Profile: Australia. (2016)Travel & Tourism Industry Profile: Australia, 1-35. Wilson, R. T., & Till, B. D. (2013) Recall of preshow cinema advertising: A message processing perspective.Journal of Marketing Communications,19(1), 1-21