First Choice Summer Deals 2019: Spain & Turkey - Inclusive Holidays

This assignment explores the core concepts of marketing in the travel and tourism sector, focusing on First Choice, a UK-based travel operator. It analyzes the impact of the marketing environment, consumer motivation, and market segmentation. The importance of strategic marketing planning, market research, and the influence of marketing on society are discussed. The assignment also examines the product, price, and place elements of the marketing mix, as well as the service sector mix elements. Finally, it assesses the integrated nature of the promotional mix and plans an integrated promotional campaign for First Choice's Summer Deals 2019 holidays to Spain and Turkey.

Marketing in Travel and Tourism
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Table of Contents
Introduction......................................................................................................................................2
Task 1...............................................................................................................................................3
Task 2.............................................................................................................................................10
Task 3.............................................................................................................................................13
Task 4.............................................................................................................................................17
Conclusion.....................................................................................................................................20
References......................................................................................................................................21
Appendix........................................................................................................................................24
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Introduction
In this jeopardized business environment, every organization is trying to stable their business
sustainability in all sectors. Among the developing sectors in UK, travel and tourism is an identical
one and it has the larger contribution to country's economic growth. Therefore, marketers are
applying different concepts and techniques to retain more customers for maintaining the profitable
growth. First Choice is a UK-based travel operator brand and a subsidiary of TUI group. In 1973, the
organization started their business as a travel agent. This assignment is focused on the core
conception of marketing tactic and importance of it in Tourism company based o the case scenario of
First Cook. Marketing and promotional mix strategies also highlighted through the support of key
findings in regards to current industrial status.
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Task 1
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Marketing is a set of activities that enable organisations to communicate their offered products
and services to potential customers in an effort to drive their sales and increase their market share
(Armstrong et al., 2015). The set of activities that encompass marketing are therefore vast.
However, the key marketing activities revolve around certain key concepts that have been
described below:
Needs and wants
Needs and wants are innate human qualities that drive the demand for products and services.
Needs and wants arise from the lack of a certain qualities in one’s life and it is the amount of
resources the person has that determines whether or not they can demand for the product or
service that fulfils it (Armstrong et al., 2014). In the travel and tourism sector, the demand for
tourism services arise from people’s desires to go on holidays and travel to certain places for
them.
Products and services
Every industry offers certain product or services to people that demand them. The travel and
tourism sector mostly focus on providing services and is one of the largest service industries,
contributing more than 7 trillion USD the global economy in 2017 (Statista, 2018). The range of
services, range from transportation, hospitality, touring and many others.
Value, Satisfaction and quality
It is of the utmost importance that the products and services provided to consumers be of
satisfactory quality to ensure their repeated investments in them. The services provided to
travellers and tourists must therefore satisfy them thoroughly and provide tangible value in the
eyes of the consumers.
Exchange, transaction and relationships
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It is the core objective of marketing to stimulate exchanges and transactions between consumers
and organisations. Therefore, a number of strategies have been devised to ensure increase in the
number of sales and sustain the customer base. Relationship marketing focuses on creating
relationships between consumers and organisations, thereby ensuring their continued trust and
loyalty in the organisation (Zhanget al., 2016).
Markets
The market of a product is the key relevant factor that drives the marketing strategies to be
implemented (Armstrong et al., 2015). The market consists of current as well as potential
customers of the organisation. Therefore, travel and tourism organisations must first identify the
markets, asses their needs, create services that fulfil them and then market them effectively to
potential customers.
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P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses such as First Choice and tourist destinations with reference to Turkey and Spain
The environment a certain travel and tourism company operates in dramatically affects its modes
of operations and the strategies it implements (Lawet al., 2015). The environment of an
organisation can be divided into two distinct parts, namely the micro and macro environment.
The micro environment involves the internal factors that affect the organisation, while the macro
environment consists of the external factors. To assess the impact of these factors, a PEST and
SWOT analysis of First Choice and its offered tourist destinations have been conducted.
PEST:
The PEST analysis consists of Political, Economic, Social and Technological factors that dictate
an organisation’s operations. The framework applied to First Choice and its proposed
destinations in Turkey and Spain have been discussed below:
Political
First Choice is dependent on the political environments in their country of operations for their
continued operations. The company must also consider the political situations in their offered
tourist destinations. Both Spain and Turkey have gone through significant political turmoil in the
past few years. The attempted coup d'état in Turkey has propelled the country into substantial
political instability, while the Catalonia crisis in Spain has turned into a constitutional crisis for
the country (Esen and Gumuscu, 2017).
Economic
The economic state of the country determines the level of demand for any travel and tourism
organisation. First Choice must also consider the economic conditions of its chosen destinations,
which dictate a multitude of factors including security, availability of resources, infrastructure
etc.
Social
The social factors that First Choice must consider are the cultural norms in their country
compared to that of the chosen destinations. The company must ensure that their guests are
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comfortable with their destinations and vice-versa. Spain, being in Europe has considerably
similar culture to that of the UK, but the same cannot be said for Turkey. Thus, the company
must ensure their guests are comfortable in Turkey and are compatible with their culture.
Technological
First Choice must keep itself updated on all the relevant technologies that are used in the modern
travel and tourism industry. The company must embrace the use of digital technologies such as
online booking systems, cloud computing technologies and must have a strong social media
presence. These would ensure that the company does not fall behind their rivals and gains an
effective market share.
The internal factors can be determined with the help of a SWOT analysis, which has been
conducted below:
Strengths Weaknesses
 High demand for travel and tourism
industry
 Large customer base
 Good track record
 High competition in the market
 Dependent on suppliers
 Relatively small share of market
Opportunity Threats
 Increasing number of travellers and
tourists
 Providing internet-based services
 Expanding into other markets
 Political instability in the chosen
destinations.
 Shifting consumer preferences
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P1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
Consumer motivation and demand is determined by the following key factors:
Personal and family influences
These include the age of the consumer, their family life cycle, their gender. People in certain age
groups go to specific locations for holidays. Consumers can also be segmented according to their
genders; men are more likely to travel alone and chase adventurous holidays while women are
more likely to travel leisurely and go to resorts and spas. Their age and stage in the family
determines their chosen destination and activities to a large extent (Grunert et al., 2014).
Social and situational influences
Social and situational influences include their nationalities, their profession and their societal
standing and income group. The nationality of a person can impose language and legal barriers
upon the consumer. Their profession might not offer them much leisure time and their income
group ultimately decide whether or not they can afford the services they want.
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P1.4 Analyse the principles of market segmentation and its uses in marketing planning at
First Choice
The market of any industry can be divided into segments that allow for better targeting and
efficiency in operations. The key principles that organisations can use to segment the market are
discussed below:
Geographic Segmentation
Geographic segmentation divides the market on the basis of the individual consumer’s
geographic background. This can include broad divisions such as continents and countries to
minute segmentations such as cities and neighbourhoods (Liu et al., 2018). The geographic
location of a consumer determines a host of factors such as their cultural background, economic
status etc. Thus, First Choice can assess the specific needs and wants of each of their geographic
segments and devise specific services for them.
Psychographic segmentation
Physiographic segmentation divides consumers along the lines of their social class, their lifestyle
choices and their personalities. First Choice can use these segments to determine which
advertising techniques they can employ that would ensure maximum brand outreach to people
most likely to purchase their services.
Behavioural segmentation
The behaviours of consumers consist of the benefits they perceive in products, the qualities they
look for in products and services, their experience with the service, frequency of use, their
loyalty to the brand and their buying readiness (Liuet al., 2018). This segmentation can be
utilised by First Choice to determine the behaviours of their most loyal consumers and the
factors that affect that.
All of these segmentation techniques can be used simultaneously by First Choice to determine
the attributes that would enable them effectively leverage themselves to specific markets that
have a higher chance of purchasing their services and consequentially increase their market
share.
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Task 2
P2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business (First Choice) or tourist destination (either Turkey or Spain).
Organizations primarily achieve their target mission and vision through the support of strategic
marketing. As commented by David et al., (2017), segmentation, profiling and development are
the two important components for achieving proper market growth. Spain has been a touristic
country for many years and the previous report reflected that the number of visitors increased to
57.7 million during 2012-13. Border Tourist Movement Survey publishes this report. However,
marketing o product is different from tourism marketing. It is related to destination image of the
country, where national branding is an important marketing approach. In the viewpoint of
McCamley and Gilmore (2018), the brand is a mental schema for the countries and consumers.
In this context, strategic marketing is linked with place branding strategies, which is referred to
improvement in place image. Therefore, First Choice can get positive market stability through
applying important marketing concepts.
Segmentation
Segmentation is a primary marketing process, where organization becomes able to narrow the
large base customers into the smaller group based on the consumer's perception. For First Choice
Group, segmentation is important for opting best service facilities for the consumers, who are
actually want to use it. According to Kipnis and Broderick (2017), segmentation activity is a part
of the marketing mix for marinating positive market communication within specific consumer
set.
Profiling
Profiling strategy primarily adopted for segmenting the customers based on the revenue
generation capability. It is supportive for the first choice for developing the strategy
segmentation within Spain market. In addition, profiling can be structured here based on the
consumer’s taste and their buying power. In this section, First Choice can identify their market
position in comparison to other competitors within the market.
Strategic Development
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In this stage, First Choice can develop the specific marketing plan for their holiday destination
package in Spain. Here marketing strategy can be decided for identifying the organizational
capability to achieve mass marketing through direct as well as indirect sells. In addition, through
this stage, the First choice can ensure various facilities on tactical marketing that can provide the
advantage to an overall plan. According to Line and Runyan (2014), proper planning can convey
the consistent message to the consumers, which can proportionally enhance the operational
efficiency. In addition, through the strategic marketing plan, First Choice can minimize their
expenses for profitable gather growth in Spain market.
P2.2 Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector with reference to First Choice
First Choice has effectively undertaken the market research in an effective manner and this
would help them to understand the different taste and preferences of the customers. This would
help them to analyse and strategise the ways in which they should develop the tourism. This can
also be used in order to develop the services that they offer its customers. This in turn would also
help them to develop their packages of 2019 tour to Spain and Turkey. They can develop their
services and attract more customers in the market. In the view point of Babin and Zikmund,
(2015), the concept of Ecotourism has become one of the most craving trends among the
customers or the visitors and therefore undertaking proper research, First Choice can make
proper arrangements for the eco-tourism in this case.
The equipments of the market research system are mainly used in order to study the behaviour of
the visitors who are going to use the services of the organisation. The study enhances the
information regarding the changing trends of the customers (Lamberton and Stephen, 2016). In
addition to this, it would help First Choice to develop the strategies and the policies that are
being used by their competitors so that their services can achieve the competitive advantage in
the market thereby enhancing the quality of the services that are being offered to the customers.
This in turn would also help in expanding their business in an effective manner. The company
has also focused on conducting online surveys and interviews of the customers so that they can
understand the demands existing in the market. This in turn would also help them to study
regarding the countries, Turkey and Spain so that they can design the travel packages
accordingly.
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P2.3 Assess the influence of marketing on society
Social and cultural responsibility
Positive impact: it has been observed that tourism has been able to generate job opportunities to
several of the people in the locality. Therefore, the people or the community of the country has
also supported the tourism industry by maintaining the beauty and culture of the places.
Negative impact: as increase in the visitor’s leads to the shifting of the local citizens, it leads to
the disruption of the local people.
Environmental
Positive impact: the concept of marketing has also evolved the ideologies like eco-tourism that
has enabled them to be eco friendly. The tour operators have also started their eco-tourism and
plants more trees to continue with the process.
Negative impact: as the level of tourism has increased, it has led to the damaging of the
environment including the increase in the wastage being dumped in the soil and air (Jaiswal and
Gupta, 2015). The eco-system is getting damaged due to the increase in the level of tourism in
specific countries.
Economic
Positive impact: the tourism helps country to generate more revenue and in turn it enhances the
economy of the country (Lusch and Vargo, 2014). It generates job opportunities for the local
people, increases the gross national income and increases the industrialization.
Negative impact: as the government is supporting the tourism industry this can also result in
investing on other factors for their development. Thus, this can disturb the economic growth.
Ethics
Positive impact: the marketing would also enable First Choice to maintain its promises and help
to retain the expectations of the visitors. The ethical value of Spain and Turkey must be complied
with by First Choice.
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Negative impact: in case of using unethical steps then this would lead to the loss of customers in
the near future.
Task 3
P3.1 Discuss issues in the product, price and place elements of the marketing mix with
reference to First Choice Summer Deals 2019 to Spain and Turkey
Product: Spain and Turkey have been the favourite holiday destination of tourists for years. The
festivals and culture of these two places attract people the most. The services provided by First
Choice acts a product for the tourists. The tourists expect the goods to be convenient and less
expensive. Comparatively, Spain has more attractive destinations than Turkey but the market in
Turkey is more developed. The company might provide the tourists in Spain with attractive spots
to visit but might fail in providing shopping or speciality goods to the tourists. With providing
products in Turkey, the company might find it difficult to sell tangible and convenient goods to
the people who are tight in budget.
Price: The pricing strategy of the company will highly depend on the economical condition of
the countries and the customers as well. The pricing has to be strategized in a manner that
attracts the customers and provides them with all the necessities based on their estimated budget
(Dolnicar and Ring, 2014). First Choice has to classify the pricing according to the initial costs
of the products. The final cost of the product has to be in accordance with the budget of the
customer and at the same time exceed the cost of the initial tag, in order for the company to earn
profit.
Place: While formulating a tourism package it is important for a tour operator like First Choice
to create a positive image about the destination in the minds of the people. The positive
situations are to be primarily highlighted in order to attract tourists for the places (Xu et al.,
2016). Forming a proper destination image is of significant concern for the tour operators. The
factors affecting the political climate of a country should not affect the tourism and hospitality
sector of a country.
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P3.2 Assess the importance of service sector mix elements to the travel sector
The proper utilization and implementation of service sector mix helps the tour operators in
formulating strategies according to the preferences of the service users. The three elements of
service sector mix are:
People: The people of the tourism sector highly influence the operations undertaken by the
sector. The people of this sector are the employees, management and the customers. The
relationship between the three ensures the positive outcome of a tour package. For a company
like First Choice it is necessary that they provide the customers with their desired necessities and
avail their positive feedback for the reputation of the company.
Procedure: The ease at which the companies provide services to the customers can only be
achieved with the help of proper contacts and agreements with the ventures that agree to provide
the services based on the image of tour operating company (Adhikari and Bhattacharya, 2016).
The customers are also provided with the option of self-service so that they can avail the services
according to their will. The tour operators have tie ups or joint ventures with hotels, airline
companies and restaurants to provide the companies with services as per schedule. While
travelling in a new destination the tour operators also provide with transport and guide services.
Physical Environment: The physical environment of the services provided by the tour
companies’ leave a long lasting impact on the customers and on the image of the company itself.
The duration of the customers stay should be enhanced with comfort and multiple facilities. The
hotel rooms should be clean and suitable for the customers and the food should be in accordance
with the diet choice of the customers (Sabiote-Ortiz et al., 2016). The facilities provided by the
tour operators determine the performance of the company in the tourism sector.
P3.3 Apply the concept of the total tourism product to an individual tourism business such
as First Choice
The concept of total tourism product implies to the group of components in a scheduled manner
to satisfy the needs of the customers while in a tour. A tourism product is mainly designed in a
way to attract the customers. The components of a tourism product begin with a country’s
attractive tourist destinations, transport and accommodations which are termed as the basic
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requirements of a tour. However, a tour operating company must be able to differentiate the
purpose of every individual’s tour as not all travel for leisure or adventure. The ability to
differentiate between every individual’s travels allows the company to fulfil their requirements
accordingly (Shaw, 2016). A tour company like First Choice has various responsibilities to fulfil
as per the requirements of the tourists. They also present attractive deals at the last moment to be
able to generate more customers for the tour. They describe each of their holiday packages as
unique and inclusive.
The business strategy of First Choice is quite attractive and prefers to facilitate every customer
according to their purpose of travelling. They consider themselves as inclusive holiday experts
and involve almost all the purpose of travelling. The tour operating company deals in luxury
holidays, adults only holidays, beach holidays, last minute holidays, family holidays, wedding
holidays etc. They believe in providing relaxation to their customers since the beginning of their
association with the company (First Choice Holidays, 2018). From the moment the customers
step on the plane, the management of First Choice take full responsibility of the services that are
to be provided to the customers as per the scheduled. They provide services to people across 30
countries and have been generating the trust of the customers since years. They attract the people
with their last minute offers and inclusive holiday option, the reason what makes them different
from other tour operating companies.
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Task 4
P4.1 Assess the integrated nature and role of the promotional mix
The promotional mix of an organisation is a subset of the marketing mix. The promotional mix
consists of a range of promotional activities which have been described below:
Advertising
Advertising is one of the key promotional activities that an organisation engages in. This
includes advertising in traditional mediums such as television, magazines and radio as well as in
newer mediums of advertising such as social media networks and websites (Andrews and Shimp,
2017). Advertising’s primary goal is to communicate essential information to consumers about
their services and successfully influence consumers to purchase them.
Public Relations
Public Relations consist of a range of activities that an organisation partakes in that positively
influence their brand image. Public Relation’s main motive is to reinforce positive attributes with
the brand and change the perception of consumers regarding the brand.
Sales promotion
Sales promotions are activities that encourage consumers to buy their products and services by
offering short-term promotions such as discounts and other offerings (Andrews and Shimp,
2017). The main objective of these campaigns is to temporarily drive up sales and make efforts
to sustain them in the future. These can therefore be greatly beneficial for stagnant businesses
and can help attract new consumers to the brand.
Direct marketing
Direct marketing involves selling products or services to consumers directly and without the use
of any intermediaries such as retailers and middle-men. The direct marketing techniques can
greatly increase chances of consumers trusting the brand and it enables organisations to target
their audiences more effectively.
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These techniques are used simultaneously in an integrated manner, which enable organisations to
drive up the sales of their products and services and increase their market share. The utilisation
of all of these promotional techniques allows for an all-inclusive promotional approach that
ensures complete market coverage as well as specific targeting.
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals
2019 holidays
For summer 2019, First Choice managers are trying to integrate promotional campaign with the
more attentive display, where they can present their available offers and facilities. According to
Milichovsky and Simberova (2015), promotional campaign is an important medium, where
digital marketing, in-store promotion and direct sale approaches are included. In this case, First
Choice managers will use this campaign for introducing their upcoming tour packages for the
consumers. The organisation is used to attract their target consumer through taking the support of
social media, television and newspaper as a source of advertising.
As per the current report, First Choice has unveiled new TV advertising Campaign in regards to
refresh brand identity. ‘Edgy’ rap-themed ad campaign is launched in Cinemas across the UK on
December 22. As per the director's opinion, it is the biggest campaign of the company. Rihana,
Calvin Hartis, Ed-Sheeran and Beyonce directed this ad. In the Spain market, the organization
has to innovate their existing marketing campaign through understanding the demand for tour
packages in Spain and Turkey.
For this purpose, the organization has to follow these steps to gain higher market profit during
2019, summer vacation.
 The firm has to research the marketplace for recognizing the consumer’s taste about tour
packages.;
 They have to segment their customers according to their characteristics such as traditional
culture, age, personal taste and income structure.
 They have to understand consumer’s perception based on their food choice and living
facilities.
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 In the stage of pricing plan, First choice has to understand the gap in tour packages of
other competitors through addressing them organization can present their tour package at
affordable price.
 For the purpose of promotion, direct marketing through social media will be beneficial
for the company. They have to prepare brochure and leaflets for presenting the tour
package detail in brief.
Now determination of campaign effectiveness is required for measuring the actual performance
within the market. Now organization will plan to launch ‘Destination Spain’ promotional
campaign in 2019. In this context, they have to initiate their promotional plan through
understanding the reflection of destination image in regards to the country. Destination image
can shape people’s decision-making factors for vacation planning. Therefore, tourist's taste is
linked to it at all level. Through understanding the marketing mix, the organization can develop
their package innovation through the support of possible advertising plan. The organization has
gained positive success through introducing their campaign through the support of celebrities.
These tactics will be helpful to gain positive consumer attention (Refer to Appendix).
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Conclusion
From the above assessment, the core principles and values associated with the tourism and
hospitality sector were identified. The people belonging to the management of various tour
operating companies have a significant role to play in generating customers’ loyalty. The
association with the tour operating company named First choice enabled in identifying the
marketing mix strategies and the elements of service sector mix that contribute to the success of
the company’s tourism packages. The company’s offers of providing successful last minute deals
and inclusive holiday packages have enabled them to gain many accolades in the tourism
industry as well as in customer services.
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Appendix: Poster for Promotional Campaign 2019
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Promotional
Campaign First
Choice, 2019
Advertising
This includes advertising in traditional mediums such as television, magazines and radio as well as in newer mediums of advertising such as social media networks and
Public Relations
Public Relations consist of a range of activities that an organisation partakes in that positively influence their brand image
Sales promotion
The main objective of these campaigns is to temporarily drive up sales and make efforts to sustain them in the future. These can therefore be greatly beneficial for stagnant bus
Direct marketing
Direct marketing involves selling products or services to consumers directly and without the use of any intermediaries such as retailers and middlemen.
tising Campaign in regards to refresh brand identity. ‘Edgy’ rap-themed ad campaign is launched in Cinemas across the UK on December 22.
or recognizing the consumer’s taste about tour packages.
rding to their characteristics such as traditional culture, age, personal taste and income structure.
s to understand the gap in tour packages of other competitors through addressing them organization can present their tour package at affordable price.
r the advertising.
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