Marketing Essentials in Tourism and Travels

This document discusses the different roles and responsibilities of marketing functions in the tourism and travel industry. It explores how marketing relates to the wider organizational perspective and how organizations use marketing mix in their planning process. It also provides a strategic plan for a travel and tourism organization to meet marketing objectives.

Marketing Essentials in
Tourism and Travels

Table of Contents
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1. .....................................................................................................................................1
P1. Discuss the different roles and responsibility which performed by marketing functions: . .1
P2. Explain how roles and responsibilities of marketing relates to wider organisation
perspective...................................................................................................................................2
Task 2...............................................................................................................................................4
P3. Differentiate the ways in various organisation implies marketing mix to marketing
planners process..........................................................................................................................4
Task 3...............................................................................................................................................7
P4. Construct the strategic plan...................................................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a procedure of procuring, manufacturing, selling, distribution of product and
services to making ensure of consumer needs and wants fulfil effectively. The marketing helps to
business for better approach to better target right customer towards product and services as
effective utilisation of resources through marketing mix strategy (Ban, Joung and Kim., 2019).
The only motive is to target customer fulfilled within effective utilisation that attain competitive
advantages. In further, marketing mainly consider as discipline that involves to cover up all
actions which is opted by organisation that maintain healthy relationship within customer. In
hospitality and tourism sector their marketing are similar as they only aim to provide better
service in which tactics applies in promotional activities.
To selected the organisation Virgin Holidays is owned by Virgin groups that mainly
offers holidays in worldwide destination in United States and Canada. The main headquarter is
situated in Crawley, England. The products are offer as packages in which they covers overall
international destinations. In this report, topics are demonstrate role and responsibilities of
marketing functions and inter department connection to coordinate effective basis (Chou and et.
al ., 2020). Compare within two similar companies in travel where it relate to wider
organisational context. Produce marketing plan where travel and tourism organisation to meet
marketing objectives for organisation.
MAIN BODY
TASK 1.
P1. Discuss the different roles and responsibility which performed by marketing functions:
In marketing department is having important existence in every organisation where it
demonstrate different roles and duties such as distributing, selling, promotion, manufacturing to
gain competitive advantages. To having this department is very important that helps to
enhancement within their customer base through different form of plans that attract new
customer. The main aims to better sustain competitive advantages in effective manner, as
tourism and travel industry like Virgin Holidays are focuses into to provide services in packaages
in which their marketing team plays different function are:
 Market research: According to this process of every marketing department to conducts
a proper marketing research for correct time to pitch the product to the target customer.
1

As market as all these factor helps to particular company towards presumes their
business operation for better competitive advantages (He and Harris, 2020). Similarly,
for Virgin Holiday is having process where their team used to assessing research
information that according to follow procedure by opting their customer along with their
needs.
 Identifying the customer needs and wants: This is one of most important aspect to
rectifying that primarily determines towards the basis needs towards wants, perception
on customer perception and attitudes. In context of Virgin Holidays, where they entitled
to scrutinize valuable information that attain competitive advantages. They majorly
focuses on their travel and hospitality quality improve to accomplish effective basis.
 Handling marketing budget: According to this role, company's marketing team
ensures that their product promotion must sustained into allocate budget even in
production factor. To maintain budget where their expenses must cover to only
manufacturing and procuring product and services (Hidayatullah and et. al ., 2019).
Similarly, Virgin Holidays company allows their experts to better handle budgeting
plans where they contribute their expenses for promotion, producing and other activities
enhance high profitability.
 Satisfaction to customer: On this perspective, it majorly performed through marketing
department in which they are high terms are ensuring customer satisfaction from better
product and service. For the department of Virgin Holidays their team make sure that
promotional and holiday packages must involves some sort of quality that generates
sense of satisfaction.
 Motive to earn more profit: Through marketing function is having responsible to
devise and new innovative strategic process where to better promote sell their product
towards their customer. This can be providing towards customer opinion towards adding
packages where it enhance to increase sales and profit of organisation in monetary
incomes. The company Virgin Holidays their profit maximisation where outcomes
generates in monetary revenue.
P2. Explain how roles and responsibilities of marketing relates to wider organisation perspective.
The major function of any organisation is also having their major roles and
responsibilities towards internal department where they coordinate within each other. They are
2

interrelate within working aspect to collaborate to other department for attain positive outcomes
(Holland, Thornton and Naudé., 2020). Similarly, the marketing department of Virgin Holidays
to helps other Human resource, finance, customer service and production departments.
 Marketing and Finance Department: In the relation where work as finance
department they handle to maintained funds and optimising for controlling where
overall activities on particular company's finance activities. The financial statement is
mainly produce company's related financial statement. Finance Department of Virgin
Holidays, they systematically handle to create overall financial statement to scrutinize to
keeping record cash inflows and outflows. The relationship with marketing is team of
finance allows funds to marketing for their promotional activities. They majorly sharing
of information where costs which is involves activity for attain positive outcomes.
 Marketing and Human resource department: As per Human resource department
context where it handles to overall internal and external for specific organisation. It
ensures about the job vacancies to be filled as per candidate capability which suits
towards company. The major work role of human resources in Virgin Holidays is to
provide training and development to overall all department, provide performance
appraisal and other activities. Similarly, marketing department helps to Human resource
work to promote their hiring program for promoting in digital platform to create well
awareness among peoples for job related work.
 Marketing and information Technology department: The main work of IT
department is to procuring service of online in systematic manner. To maintain online
activities is needed to effectively handle overall work related operation and other
internal project generates positive outcomes (Hwang and Lyu, 2020). In context of
Virgin Holidays, marketing allows different software and information department
operates internet and websites where digital marketing promotion work execute in
positive manner.
Evaluation:
As per above different departments in Virgin Holidays where they effectively coordinate
with marketing, as well as marketing team having involvement to accomplish work objectives.
In tourism company apart from marketing, three department plays an important role such as
human resource, operations or finance and information technology all these department helps to
3

accommodate in work regulation. These departments works as on constant basis to enhance
better requirement to attain objective in effective manner.
Task 2.
P3. Differentiate the ways in various organisation implies marketing mix to marketing planners
process.
The concept of Marketing mix is demonstrate product, price, placement. It depicts about
set of actions or tactics where the company uses to effectively promote its brand or product in
market. On the basis of four major Ps it enhance provide information about specific company
that overall specification get scrutinised effectively (Ivanov., 2019). Similarly, in following the
task enhance to compare where marketing mix about two travels and tourism companies are
Virgin Holidays and Trivago company. In following there is Seven Ps are elaborates in below:
Basic Virgin Holidays Trivago
Product As the Virgin holidays is another
business brand name where premium
airlines companies based out United
States and American and
international destination. The Virgin
Atlantic has fleet to over 30 above air
planes as they part of offering
different product and service. In
every air planes is a premier major
three class is important called
economic class, premium economy
and business class. It has superior
quality cabins and seats along with
different kind of specification on
quality.
The product strategy and mix in
Trivago marketing strategy. In
competitive market in travels and
tourism where leading travel
booking portals in world. Trivago
own as websites which is assort to
search hotel booking. Trivago is
majorly allows hotels like OYO,
local, premium hotels which are best
services provide (Kao, Wang and
Farquhar., 2020). They also
scrutinised overall information
where prices ranges and various
sites.
Price In competitive marketing strategy
such as British Airways, Cathay
Pacific and Lufthansa all they comes
The company Trivago is enhance
better revenue generates where
customer get to access online on one
4

under premium pricing strategy.
Virgin is seeking for quality and
quality in their holiday packages to
attain competitive advantages. As
Virgin holidays enhance to focuses
on high quality where they can
willing to pay in effective manner.
The Virgin Atlantic follows a
comparative pricing strategy in
market to most people prefer it.
click where hotel is having more
details about them also. The
differentiation is made within
respect to competitors by giving
competitive pricing. Trivago majorly
follows penetration pricing strategy
where they also offers
advertisements banner to earn
revenue.
Place The places in which Virgin holidays
Atlantic allows flights of around 39
and serves only 29 destination. It
comprise from three places in United
kingdom namely London Gatwick
Airport. As people use to book their
tickets official Virgin Atlantic
websites, through local travels agents
and customer service supports.
Trivago is presents in more than 60
countries, it connects different hotels
where globally where customer
helps to booking through online
booking any where. The hotels can
be sorted on basis of various filters.
Promotion The promotional advertising strategy
as per Virgin Atlantic marketing
where they provides services as per
competitors. There is hike of fuel
prices where as per competitors that
leads to lesser profits (Karaağaoğlu
and Çiçek., 2019). People generally
prefer about low costs airline for
travelling and it is more convenient.
There is reason for market share
towards economy is can be
Trivago is usually uses all type of
media where it enhance to provides
advertise and promote their brands.
The promotional strategies where
social media is generates better
opportunities comes to booking get
an advantages over to attain
traditional bookings. Trivago spends
heavenly to endorsed advertisement
on promotional basis concept basis.
5

increasing in constant days.
Company is majorly approach digital
marketing tactics to attain
competitive advantages.
People The number of people of Virgin
Atlantic is having over 9000
employees. For Virgin Holidays their
customers are god in which they 24
hours services is availability to make
them satisfied (Moslehpour and et.
al ., 2020). Their team believe that
people only attract when there is
some sort of quality exists as well as
comfort.
Trivago provides convenience about
customer. There instead of
depending on traditional booking.
But in other phase Trivago allows
online booking by customer about
power meets their requirements.
They mostly hire technology where
people uses to interact with staffs
and they get their request of booking
easily accomplish.
Process The process Virgin Atlantic are tired
and tested for quality as to make sure
where they provide maximum
customer satisfaction. After the
accomplish of customer market
analysation product and services
comes to increase the better
experience where customer get to
books their ticket and having official
their websites on local travels and
book flights.
The company Trivago is essentials to
enhance their procedure for ensure
smooth operations and booking for
customer. The process inserting at
location. There are the lists of
location in particular rooms on
multiple rooms.
Physical
Evidence
Virgin Atlantic or Holidays venture
mainly operates from three places in
United Kingdom. They are present is
almost every continent where they
serve 29 destinations. The Virgins
As logo of Trivago several colours
in blue, orange, Red, the presence of
Trivago is having online and they
connects to hotels through online
channels (Park, Lee and Nicolau,
6

Atlantic offices that carries out sales
operations and customer relationship
department. Apart from the head
offices, several other major offices
are around to seeking cities in better
relations department.
2020). It provides about the platform
for bridging to improve gap between
customer and hotels.
Task 3.
P4. Construct the strategic plan.
The term marketing strategic plan is a part of overall business plan where solid function
enhance to create better foundation of well written marketing plan to setting goals which
commence accomplished. Thus, marketing plan consists a list of action planned where strategic
foundation. The use of little business get enhance in effective manner. As Virgin Holidays is
mostly deals with airlines and packages of travelling that creates high benchmark as well as due
to some implication (Poleschuk., 2019). Due to pandemic situation travel industries had suffer
for not providing packages. For that motive, Virgin Holidays come up with idea of “Robo
Adventure” . This concept arises because customer are not get much interacted for that company
enhance some specification which increase business capabilities.
7

Mission: The statement arises about “changing business for goods”. This mission quoted
for long term impact of business decision that make today.
Vision: This statement comprise to be shopper, vector, through delivering better brand
values which enhance currency quality in service to assist employees.
Objectives: The aim to up bringing new specification in service by implies Robo
Adventure to provide robotic services that helps to gain better competitive advantages.
STP Analysis :
As per framework of STP model is uses to effective analyse new market, target customer
and scope of market growth in existing competitive market. Similarly, for Virgin Holidays
enhance STP process to effective analyse to get new product identifies specification of new
product market sustain in effective manner.
 Market Segmentation: In this process of segregating the market through assessing on
company's product and service that can provided accordingly for improvisation with this
satisfaction. The company Virgin Holidays as segments where the customer based on
geographic or demographic (Raynes and Tsui, 2019). Virgin Holidays will approach their
new vision product geographic factor where their main service is to provide travel
packages.
 Targeting: In this factor the target market to comprise for focuses to the customer where
they effective approach to deliver their advances Robotic service right customers. Virgin
Holidays opted all age kind of people who obsessed about travelling in effective manner.
 Positioning: As per this factor, it helps to premium airlines which focuses on customer
experience and hospitality.
Swot Analysation:
According to this concept, where it highlights about company's strength, weakness,
opportunities and threats. The primary aims of Swot analysis to helps through organisation
within develop better awareness of all factors in which decision making effective. In following
there is Swot analysis is demonstrate in detailed manner:
Strength Weakness
 Virgin Holidays has a great foundation
within provides advanced services.
 It is having customer satisfied customer
 To severe better competition means
limited market share growth on Virgin
8

which is base and preferred airline or
affluent customer.
 To being carried over 5 millions
passengers get access within a year.
 They have excellence source of
marketing team through Richard
Branson.
 High Brand recall as a leading premium
airlines.
 There is more than 8000 people are
employees within airlines.
Atlantic.
 Limited global presence where
especially emerging economically.
Opportunities Threats
 The Heathrow terminal is a major hub
which is access the world and it has
major presence here.
 Leverage strong brand presence to
penetrate as per globally basis.
 Virgin Atlantic can increase their
international routes destinations.
 To rising fuel costs is getting
fluctuation aviation regulations.
 Rising labour costs which get to affect
margins for enhance better Virgin
Atlantic.
 By having tuff competition in airlines
at European Market.,
Monitoring and Controlling:
According to this method, it access to overseas all task to essential for ensuring that help
to approved. In another words, monitor is helps to examine the investment which is made in new
task or project is generating the positive outcomes, while controlling is assort to handle and
measure the negative or lacking factor which create barrier in the performance to improve that
systematically (Salah and Abou-Shouk., 2019). Similarly, the Virgin Holidays can opted for
monitoring and controlling to measure their new product Robo Adventure growth as per
expected outcome performance and reduces the risk. It also helps to predicting the profit
attainment as per the examine the previous statement of profit and loss statement
Marketing plan to 7ps of Robo Adventure:
9

Basic of Marketing
Mix
Information related with Robo Adventure
Product The new product and Service called Robo Adventure which enhance more
flexible and having Artificial Intelligence inbuilts which creates better
service quality. As Virgin Holiday or Atlantic allows airline packages this
feature might increase their mobility in competitive airlines market.
Price The pricing strategy is opted by Virgin Holidays premium strategy where
company allows high prices incurred to get competitive analysis.
Place To cover international border USA, UK, Spain, Europe etc. They majorly
provide packages like Hills, beaches and other landscape destination
which easily customer engagement.
Promotion For create better promotion strategy to Robo Adventure by Social media
and digital marketing that helps to get competitive advantages (Varelas
and et. al., 2019).
People As 9000 people are currently working, but for this new concept Robotic
Virgin Holidays require new experience manpower. Their contribution
can generates positive outcomes.
Process The process to follows by inbuilt Artificial Intelligence and allows
advanced type of equipment that help to gain high competitive
advantages.
Physical Evidence The Virgin company is having global presence where most of people are
aware about their travelling services. This new product service Robo
Adventure can easily access by customer in market.
CONCLUSION
In above report Marketing Essentials that has come to conclude which explains different
roles and responsibilities where marketing function that plays an important role to attained better
10

work outcomes. For organisation department in tourism industry is majorly monitor operation
and administrative work that handle overall task to accomplish objectives in positive manner. To
comparing within two travel companies like similar business where they accomplish objectives.
To create strategic marketing plan which highlight the budget and different traits which consider
by specific and internal capabilities to succeed competitive advantages.
11

REFERENCES
Books and Journals
Ban, H.J., Joung, H.W. and Kim, H.S., 2019. The text mining approach to understand seat
comfort experience of airline passengers through online review. Culinary Science &
Hospitality Research. 25(9). pp.38-46.
Chou and et. al ., 2020. Identifying the critical factors of customer behavior: An integration
perspective of marketing strategy and components of attitudes. Journal of Retailing and
Consumer Services. 55. p.102113.
He, H. and Harris, L., 2020. The impact of Covid-19 pandemic on corporate social responsibility
and marketing philosophy. Journal of Business Research. 116. pp.176-182.
Hidayatullah and et. al ., 2019. The effect of entrepreneurial marketing and competitive
advantage on marketing performance. International Journal of Scientific and Technology
Research. 8(1). pp.297-1301.
Holland, C.P., Thornton, S.C. and Naudé, P., 2020. B2B analytics in the airline market:
Harnessing the power of consumer big data. Industrial Marketing Management. 86.
pp.52-64.
Hwang, J. and Lyu, S.O., 2020. Relationships among green image, consumer attitudes, desire,
and customer citizenship behavior in the airline industry. International Journal of
Sustainable Transportation. 14(6). pp.437-447.
Ivanov, M.M., 2019. Modern marketing with the application of Big Data. Bulletin of
Zaporizhzhia National University. Economic Sciences. (3 (43)). pp.116-120.
Kao, G.H.Y., Wang, S.W. and Farquhar, J.D., 2020. Modeling airline crisis management
capability: brand attitude, brand credibility and intention. Journal of air transport
management. 89. p.101894.
Karaağaoğlu, N. and Çiçek, M., 2019. An evaluation of digital marketing applications in airline
sector. Journal of Human Sciences. 16(2). pp.606-619.
Moslehpour and et. al ., 2020. The dynamic stimulus of social media marketing on purchase
intention of Indonesian airline products and services. Asia Pacific Journal of Marketing
and Logistics.
12

Park, S., Lee, J.S. and Nicolau, J.L., 2020. Understanding the dynamics of the quality of airline
service attributes: Satisfiers and dissatisfiers. Tourism Management. 81. p.104163.
Poleschuk, N.A., 2019. Holistic marketing: the curriculum of the institution of higher education
in the educational discipline for the specialty 1-26 80 05" Marketing.
Raynes, C. and Tsui, K.W.H., 2019. Review of Airline-within-Airline strategy: Case studies of
the Singapore Airlines Group and Qantas Group. Case studies on transport policy. 7(1).
pp.150-165.
Salah, M. and Abou-Shouk, M.A., 2019. The effect of customer relationship management
practices on airline customer loyalty. Journal of Tourism, Heritage & Services Marketing
(JTHSM). 5(2). pp.11-19.
Varelas and et. al., 2019. Strategic Synergies and Co-marketing: A Case Study of the Airline
Sector. In Strategic Innovative Marketing and Tourism (pp. 629-635). Springer, Cham.
Online
Virgin Atlantic SWOT Analysis, Competitors, STP & USP., 2020. [Online]. Available
through.<https://www.mbaskool.com/brandguide/airlines/533-virgin-atlantic.html>.
13