Comparison of Marketing Mix for TUI, Travelodge, and British Airways

This article compares the marketing mix of TUI, Travelodge, and British Airways in terms of product, price, place, promotion, physical evidence, people, and process.

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

TABLE OF CONTENTS
LO 2.................................................................................................................................................3
P3 Comparison of Marketing Mix...............................................................................................3
REFERENCES................................................................................................................................6

LO 2
P3 Comparison of Marketing Mix
Marketing mix helps in the analysis of different aspects related to the overall marketing of the
company and its products. The different constituents help in ascertaining that how effective a
company is in targeting their customers (Dadzie and et.al., 2017). The comparison of TUI can be
done with two other prominent travel companies i.e. Travelodge and British Airways Holidays in
a following manner:
7 P’s TUI Travelodge British Airways
Product The company has a
diversified products
portfolio where there are
couple packages,
adventure packages, value
packages and even
sustainable tourism
packages along with the
changing trends.
The company has an
exceptional range of
well furnished rooms
that cater to every need
and luxury and are of
different types such as
family rooms,
conference rooms,
wedding halls etc.
British Airways specialises
in giving first class service
to its travellers where the
excellent quality food,
maintaining privacy of
travellers, high tech
systems along with
disabled people are given
extra services such as
wheelchairs etc. are
included (Vellas, 2016).
Price Company adopts
competitive pricing
strategy where the
customer attraction is high
as they are able to get
services of more value as
compared to that of their
competitors (Pantano,
Priporas and Migliano,
2019).
The Travelodge mainly
categorises themselves
as budge hotels where
there prices and
packages are not very
expensive and they can
be afforded by all
segments of people. The
special deals of the hotel
are a major source of
attraction as discounts
are heavier.
The different classes i.e.
economy, business and first
class have different prices
based on the services that
they are being given where
first class is obviously
highly costly.
3

Place Just in UK, the operating
places of TUI range to 650
different places and its
presence in the
international market is also
unlimited. The company
has been able to cater a lot
of customer attraction due
to correct placing strategy.
They are mainly located
in the UK domain and
market and targeting
city entrances and
positioning themselves
along the main roads has
been the key placing
strategy of Travelodge
(Ayuni, Hamdani and
Irmawaty, 2019).
British Airways have their
customer agents and offices
that are located all over the
world and they have an
extensive network and
position in online market as
well.
Promotion TUI uses both traditional
and online promotional
methods where techniques
such as SEO etc. help in
attracting online customers
and using TV
advertisements etc.
indicates the promotion
through traditional media
as well (Ernawati and
Sudarmini, 2017). This has
helped company in
developing loyal customer
base.
The discounts, special
offers and the digital
marketing are the most
prominently used
mediums of marketing
by company. The
inclination towards
traditional mediums is
comparatively lesser for
the company.
Promotional activities of
British Airways on the
other hand mainly includes
through celebrity
ambassadors and social
medias (Marketing Mix of
British Airways, 2019).
Additionally Christmas
vouchers etc. are also given
to attract customers during
peak seasons.
Physical
Evidence
The different offices of the
company are located
throughout UK and the
different retail products
through which it creates its
presence such as pens, T-
shirts, jackets, cups etc.
The physical evidence
mainly includes clearly
segregated range of
hotels which are coded
mostly on the basis of
different cost ranges.
The different zones in
British airways design their
tickets in a more attractive
and creative manner and
that too focusing on being
sustainable at all times
(Sadq, Othman and
Khorsheed, 2019). As the
4

contribute a lot in the
physical presence of the
company.
UK are also taken into
consideration.
class increases with every
level, the services also
improve in a much more
luxuriant manner.
People Customer satisfaction is
key area of focus while
training employees and the
working efficiency of
employees is also tried to
be increased as much as
possible.
They give their hotel
staff extensive training
and this is reflected in
the kind of service that
customers staying at
Travelodge hotels
receive (Rita, Brochado
and Dimova, 2019). The
employees know how to
fulfil their roles and
have excellent
coordination.
They train their employees
with top level training
levels where not just crew
members but even
engineers and ground duty
staff is included in the
overall process. The slogan
“To Fly. To Serve. Today.
Tomorrow.” is followed
closely by the British
Airways.
Process The direct communication
strategy is used in the
process aspect of TUI
where customers are able
to contact offices and
managers directly
regarding any query that
they might be facing
(Koľveková and et.al.,
2019).
The Travelodge hotels
have a very simple
process where they use
local talent to deliver
excellent services and
the process is
comparatively much
shorter where the local
hotels simply report to
branch heads who then
communicate with the
head managers.
British Airways does not
implement any standard
process protocol as this is
mainly a service industry
and this varies from each
flight to flight. However
company can work on
improvement of the
shopping time that
customers spend with their
company.
5

REFERENCES
Books and Journals
Ayuni, D., Hamdani, M. and Irmawaty, I., 2019. THE EFFECT OF MARKETING MIX ON
INTERESTS AND DECISION OF TOURIST IN CHOOSING RELIGIOUS
TOURISM. JELAJAH: Journal of Tourism and Hospitality. 1(1). pp.1-7.
Dadzie, K.Q., and et.al., 2017. How firms implement marketing strategies in emerging markets:
An empirical assessment of the 4A marketing mix framework. Journal of Marketing
Theory and Practice. 25(3). pp.234-256.
Ernawati, N.M. and Sudarmini, N.M., 2017. Preferred E-Marketing Methods in Travel Bureau
Operation: In Support to Community-Based Tourism. Advanced Science Letters. 23(12).
pp.12103-12108.
Koľveková, G., and et.al., 2019. Regional tourism clustering based on the three Ps of the
sustainability services marketing matrix: An example of central and eastern European
countries. Sustainability. 11(2). p.400.
Pantano, E., Priporas, C.V. and Migliano, G., 2019. Reshaping traditional marketing mix to
include social media participation. European Business Review.
Rita, P., Brochado, A. and Dimova, L., 2019. Millennials’ travel motivations and desired
activities within destinations: A comparative study of the US and the UK. Current Issues
in Tourism. 22(16). pp.2034-2050.
Sadq, Z.M., Othman, B. and Khorsheed, R.K., 2019. The impact of tourism marketing in
enhancing competitive capabilities. African Journal of Hospitality, Tourism and
Leisure. 8(5). pp.1-11.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Online
Marketing Mix of British Airways. 2019. [ONLINE] Available through :<
http://marketingmixblog.blogspot.com/2016/11/this-blog-focuses-on-7ps-of-
marketing.html#:~:text=In%20conclusion%2C%20there%20are%207,make%20up%20a
%20successful%20business.&text=The%20well%2Dknown%20airline
%20British,elements%20of%20the%20Marketing%20Mix.>
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