Marketing Essentials for Travel and Tourism

Marketing Essentials for
Travel and Tourism
Level

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
Introduction to concept of marketing and marketing process, including current and future
trend in travel and tourism marketing in general and tour operation industry in particular-......1
Explanation of roles and responsibilities of marketing function-...............................................2
Explanation how roles and responsibilities of the marketing relate to wider organizational
context of TUI-............................................................................................................................3
Analysis of how marketing influences and interrelate with other functional department of
TUI-.............................................................................................................................................3
Importance of Marketing ............................................................................................................4
Interrelationship of marketing with other departments...............................................................5
PART 2 ...........................................................................................................................................5
Management Report:...................................................................................................................5
Evaluation of various tactics which are applied by tour operator such as TUI for
demonstrating how specific business objective could be achieved-...........................................9
Strategic Management Plan:.......................................................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing essential is very important for travel and tourism industry. It is helpful for
company to gain huge consumer attraction and success in marketplace.
TUI is known as TUI group. It is Anglo-German travel and tourism organization. It had
its headquarter at Hannover, Germany. TUI is one of the largest travel, leisure and tourism,
company across the world. Company had revenue of 18,928.1 million till 2019. The above report
includes the role of marketing and how it interrelated with other functional areas of TUI. An
introduction to concept of marketing and marketing process along with the including current and
future trends in travel and tourism industry. Explanation of role and responsibilities of marketing
function. Explaining how roles and responsibilities of marketing are related to company in wider
context. Report carried forward with analyzation of how marketing influence and interrelates
with other functional department of the TUI. Analysis of importance and value of marketing role
in context of the TUI. Critical analyzation and evaluation of significance of the effective
interrelationship among marketing function and various functional department of the TUI.
Report ends with the preparation of management report with the use of marketing mix and
evaluating various tactics which can be further demonstrated for achieving specific business
objectives. Preparing strategic marketing plan.
Part 1
It has been covered in PowerPoint Presentation.
PART 2
Management Report:
Marketing Mix-
Marketing mix is composed of various variable of the market which are mixed by
organization for generating desired response in targeted segment. It is associated with 4P's of the
marketing, 7P's of the service marketing and 4C's theories which are developed in 1990. This can
be described below-
7P's of Marketing
Mix
TUI Expedia
Product  TUI sold their products under
five categories each of them
 Expedia deals for booking
airline and cruise tickets,
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are served as isolated product
line. All of them are sold
under brand name TUI.
 They had wide range of
variety in their product range
with highly differentiated and
various features that are
offered to consumer.
 High quality products are
given by company.
reservation in hotels,
packages for vacation and
car on rents etc., along with
that they have number of
email products as well.
 They had limited product
range with common features
which their competitors also
offers to their tourist.
 Quality is not much
preferred by company.
Price  The pricing strategy which is
used by TUI is competitive
based pricing strategy.
 They had high price for
product and services which is
provided by them to their
consumer as compare to its
competitors.
 It uses product bundle pricing
for some products which are
clubbed together and sell at
lower price.
 The premium pricing policy
has been used by Expedia in
which they render the best
possible price to their
customers (Hall and
Williams, 2019).
 The had low pricing for its
middle class section and
best possible price for upper
class people (Dileep and
Mathew, 2017).
 It does not use bundle
pricing all of its products
are old at same price
whether wide range of
products are opted.
Place  It sells their products by two
marketing channels. Firstly it
directly sold to consumer by
 Expedia took help from
multiple system for
rendering service in their
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