This document discusses the roles and responsibilities of marketing in the travel and tourism industry. It also explores marketing plans for organization development and growth. Additionally, it provides insights into the current and future trends in tourism marketing.
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MARKETING ESSENTIALS FOR TRAVEL AND TOURISM
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 PART 1............................................................................................................................................3 Roles and responsibilities of Marketing Function.......................................................................5 Roles and Responsibilities of Marketing to the wider context of organisation...........................6 PART 2............................................................................................................................................7 Marketing plans for Organisation Development and Growth.....................................................7 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................13
INTRODUCTION Marketing plays significant role in the growth of organisation and increase customer satisfaction level. Travel and Tourism is one of the leading industries in the world. TUI Group focuses on travel and tourism business. Promotion of travel and tourism can only be possible using proper marketing team with Strategy. Marketing essentials describe various aspect travel and Tourism. This report highlights Travel and Tourism strategy and factors that affect its growth as well as development of business using marketing. Marketing faction has various roles and responsibility and in the below report describe relation with the wider organisation context. Report also explains use of marketing mix 7P’s by tour and Travel Company for increasing growth of the organisation. Report describe marketing plan for TUI Group for investment in eco- friendly tours (Cycle tour, walking tour, Food tour) and different external factors for an example political, social, economic, legal factors affect in the growth of such kind of tours. It also explains how tour and travel company use different analyse method to check the performance of tour and travel and methods of monitoring and controlling. PART 1 Marketing Concept and its Process The Concept of Marketing basically deals in satisfying the needs of the customers through various processes. The whole marketing department is divided into various departments including sales, production etc. and it forces all these sectors to focus on satisfying the needs of the customers thereby making a large profit. This concept needs a complete market research for analysing the market. Current Trends in Tourism The trends for Tourism Marketing are as follows: The marketers are using recipient’s name in an e-mail which is increasing the clicks at a higher rate. The immersive 360 degree videos are used more nowadays on online platforms like Facebook, YouTube etc. which is attracting more number of consumers. The options for travel industry are increasing day by day. Creation of Travel Campaigns mostly digital. 3
ï‚·Booking Method is becoming more advanced through digital platforms on mobiles. The various current trends in tourism industry in UK are as follows: ï‚·The value of the pound is falling down which is making the expenses less to visit UK for tourists. ï‚·There is a rapid increase in the break popularity of European city. ï‚·The air routes are improved and are becoming much cheaper. ï‚·There are number of Long Haul travellers from USA. ï‚·The continental market of Europe is also being recovered. ï‚·The booking process through Mobile App is increasing day by day. Future Trends in Tourism The various future trends for Tourism marketing are as follows: ï‚·The marketers are expected to advertise the travel and tourism companies through all the social networking sites like Instagram, Facebook etc. to grab the attention of maximum number of socially active people. ï‚·The companies will mail maximum number of customers who once experienced the travel and also who have not even experienced once. ï‚·The trend for AR and VR will be increasing to make the websites and online platforms more presentable and looks real. The future trends in Tourism industry are as follows: ï‚·The travel for Business purpose and group travels will decrease because of this lockdown due to Pandemic of Covid-19. ï‚·The number of students travelling overseas for further studies will dwindle due to the pandemic. ï‚·Destination weddings will not be even planned because of the restriction to invite only 50 guests for the wedding. ï‚·There will be a rapid increase in the rate of Air travels and people will favour the road transport more resulting in less crowds on airports. ï‚·The consumption of food and the shopping sector will suffer a lot in order to keep safety and hygiene. 4
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Roles and responsibilities of Marketing Function Marketing function plays a very important role in every type of organization whether big or small. It is done to expose and expand its products and services in other countries and areas (Quinn and et.al.,2016). TUI, a well-known company of tourism in UK also have various roles and responsibilities which are carried out by marketing function and are as follows: Gather and Analyse the Market Information This is the most important role to be played by the Marketing Function because it is must to know the changing needs of the customers which helps in marketing successfully. The marketer must know the quantity and quality of the products required by the customers. It must know the purpose of the consumers to buy a particular product or service. By accumulating this information, the company produces, labels, packed and promotes the products accordingly. Planning for Marketing This is done to increase the production, promotion and sales of products and services. Proper plans must be made to expand and expose the services of the company (Mishra and Modi, 2016). TUI being a well-known tourism group in UK also make various plans for expanding its tourism services. For example, if it is providing its services in all the areas of UK, then it must make suitable plans for its marketing such as online via some websites and offline on established shops. Designing and Development of Product/Services It is the most important function of marketing as it is done by analysing the product and services of the competitors. The main aim of TUI is to make itself more attractive by providing innovative services and products which helps it to boost itself in the emerging market. The services must be presentable in the best way to the target customers. Packaging and Labelling It involves the design of the packages and putting the label on the package. These are the pillars of marketing. This not only ensures the protection and security of the product but also acts as a tool for promotion. It contributes positively to the success of the company or the group. 5
Branding This helps in giving a unique brand name to the services and the product which increases the loyalty of the customers which results in promotion of the product (Stewart and Gugel eds., 2016). The company must decide whether to give a separate brand name to all the services or to give the same names to all the products and services. Services of Customer Support The main aim of this role is to make the customers satisfied. For this, the company provides various services like credit service, handling the complaints of the customers etc. These services help in getting maximum number of customers and thereby growing the sales. Product’s Price Price decides the demand for the product. While deciding the prices, the company must keep in mind various factors like the financial condition of the target customers, objective of firm, policies of competitors etc. If the services become more expensive, it will become unaffordable for the individuals having average salaries. Promotion This enables the customers to be aware about the company’s products, services, uses, prices etc. The company can use various modes of promotion such as online and offline. The marketer must be aware of the budget of the company while doing the promotional activities. The promotion can be done using social networking sites and websites to attract a greater number of customers. Roles and Responsibilities of Marketing to the wider context of organisation Marketing function build inter relationship between different departments. In short marketing manager while performing his duties helps other department for achieving goals and objective for the organisation growth of organisation (Hayhurst and Wills, 2018). Finance department: Finance department play significant role in making marketing by the manager in the organisation as without finance cannot be possible to accomplish marketing goals. Marketing 6
team collect all information regarding price and other information in the market related to similar product and consult with finance team to provide sufficient amount for designing marketing plan. Before announcing marketing budget mutual cooperation of finance and marketing department needed in the organisation (Garrod and Fyall, 2017). Production Department: Marketing manager play significant role in product develop. Marketing team collect data related to taste and trend of people and latter he share and consult with production team for making changes in production to attract customer. Market find information using different platform for example online content, customer demand and feedback, quality demand in market etcandthisinformationrecordedandanalysisafterthisprocesstransfertoproduction department for their acknowledgement. Research and Development Department: Research and development department creates innovation in product to attract large number of customer. It also focus on developing quality which helps in the growth of the organisation. Marketing team provide data relating to product demand, taste, consumer taste etc. in organized way and hence R&D is able to make changes for marketing gain. PART 2 Marketing plans for Organisation Development and Growth. Objective Objective of the marketing plans is to increase customer satisfaction level, eco friendly tours as well as increase the growth of organisation using different suitable marketing strategy (du Cros, 2018). Situational Analysis of TUI Group For better understanding and implementation there are different external as well as internal factors that affected growth of the organisation. Using Pestle analysis TUI growth affected, and impacted factors can be observed. Political factors: UK is one of the political stable country and hence political stability create advantages in increasing employment and opportunities in different industries. Stable government support 7
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growth of Tourism industry like TUI companies to grow and expand in different part of the country.AftertheBrexit,itisassumingthattherewillbeincreaseinthenumberof unemployment as well as inflation which will affect the growth of the tourism industry. Brexit also close entries of European citizen for an example earlier Schengen visa which is free entry in UK helps in increase the number of tourist in the country and after Brexit tourist number will be fall below the expectations and hence decrease the revenue of TUI Group. Economical factors: United Kingdom is one the 5thlargest economy in the world and industries like tourism play significant in the growth of the country. In the country from last 5-year number of unemployed decrease and hence people expenditure on tourism increase which support growth of TUI group. Inflation rate in the Britain decreases which increase the customer demand for travelling around the country with cheap flights and low hotels prices. Government decided to decrease corporate taxes and hence it will become advantage for TUI group to expand its business Social factors: UK consists of diverse population and people are more attracted towards travelling and exploring new places which create another advantage for travel and tourism industry. TUI group created large number of travel and tourism plans for different ages, group, and classes people so that large number of customers can be created. Company also provides spiritual and yoga tours for old generation and on the other hand number of tour and travel packages created for youth attraction for an example cycling tours, festival tours etc. Technological Factors: Britain is one of the technological advance countries in the world which helps in increasing efficient of different organisation. TUI group benefited by giving different training to employees for increasing customer satisfaction example for an example in covid pandemic company using different temperature testing methods as well social distancing guiding for ensuing health facilities of customer and giving training to employee for proper checking and safety of customer as well as employee. Technological advancement in vehicle reduce time of customer helps in improve the growth of the organisation. However, Training and development and technological expenditures decrease the profit of the organisation. Environmental factors: 8
UK government is focusing on sustainable environment and on the other hand customer increases their interest in eco-friendly tour. TUI group invested in eco- friendly tour for an example company has invested in cycle tour which has a health benefit as well as eco-friendly on the other hand organisation walking heritage tour increase the revenue of organisation as well as decreasetransportationexpenditure.Boattour,Foodwalkandspiritualtourareanother profitable investment of the company which increases its revenue. Legal Factors: England is one of the developed and advance countries. Government has pass different laws to support and ensure the safety of customers. UK government provides consumer court in case any violation against privacy and safety measure of the customer on the other hand fixed price of company for same product also helps in increasing customer satisfaction level. For sexual abuse or any form of threat to customer in tour protected by company using its policy and guidance and also provide help support, customer care number to customers. 4Ps of Marketing Company development and growth depends on product, price, promotion, and the place where is the product is supplied and organised and implementation of this plays a significant role in success of the company (SHENGNAN and Nedelea, 2019). Product: TUI group focused on increasing customer satisfaction level and increase the growth as well as sustainable development. TUI group launches different kinds of tour for diverse population of UK for an example cycling tour, walking tour which has health benefit increase the profit of organisation with less risk. As the health consciousness increase in customer so company also invested in spiritual and yoga tour which attract large number of UK citizens and providing place for such kind of tour again increase customer satisfaction level. Food tour and night tour again increases profit of the organisation. Price: Company has high profit with low risk in eco friendly tour. Organisation set the competitive price with additional benefit which increases its growth and development. It attracted large number of customers with different prices for different and hence large number of customers can be attracted. Company has luxury eco friendly tours which increase its profit and revenue. 9
Promotion: Organisation use different platforms for reaching to customers. It attracted time to time old customer by sending mail, greetings etc. and hence increase its loyalty and profitability. By using social media marketing tools like Instagram, Facebook and YouTube etc. attracted large number of customers as well giving better details and description using social media blogs helps in increasing good-will for eco friendly tours. Media like newspaper, radio and magazine also impact on the growth of the organisation. Place: Company selected ideal location like Scotland for its tour and travels which increases its profit and decrease the time. Company has multiple attracting locations for yoga, spiritual, cycling and walking tours which create its unique taste for the customer. Budget: TUI Group sets its budget for various kinds of tours. As the most of tour is eco friendly and with less risk which decrease the operation and monitoring cost. One of the oldest companies again create advantage in gaining investors as well customers. Organisation focus on different kinds of tours for an example cycle tour, walking tour, yoga tour which has dual benefit on environment and health hence control the budget of organisation.TUI Group invests 50lacs pounds in eco tourism and as expand its business in all eco friendly places of UK. Company can also tie with small entrepreneur which are already working in eco business and hence experience decrease the risk of loss of money. There are number of small cycle renting shop in eco friendly location and merging with company decrease financial burden on the company. Monitoring and Controlling: In this benchmarking is used to observe and control the process of organisation. In benchmarking company sets its target and use adequate techniques to achieve it and evaluate it. For an example Eco tourism company invested in cycle tour and sets target to increase the number of customers using travel magazine. However, if the company observed that very limited number of tourists attracted so it starts expanding in other platforms like digital marketing, news, blogs etc (Hermans, 2018). Performance Analysis: Performance analysis is used to check the growth and deviation in the performance of organisation. Technique such as KPI, 360feedback is used to observe performance analysis. 10
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KPI: Key performance indicator is quantifiable metric which is used to check organisation growth and deviation in it for an example if company wants to check customer numbers, using KPI determines number of customer gain and lost can be checked which helps in finding deviation point in the customer services (Hirayama and Nagasaka, 2017). Percentage of Product Defects: In the organisation defective product percentage show the deviation in work to calculate it number of defective unit’s produce is divided with total number of units. For successful run of the organisation this percentage is as low as possible (Abe and Kudo, 2016). Customer lifetime Value: In this company focus on long term customer relationship by providing best prices to them Sales by Region: Analyzing which region is giving best sales and compare with the other which has low sales can helps in customer engagement as well as satisfaction. CONCLUSION Above report describe various role and responsibility of marketing function in TUI Group for an example promotion of tours using online platforms (Website, Facebook, YouTube, blogs Instagram etc.) helps in increasing growth of the organization. Branding of the company is another task, maintaining uniqueness of tours again increase customer attraction. Report also explain roles and responsibility of marketing in wider context of TUI group for instance marketing communication helps in checking customer satisfaction level as well as quality of the product. In the above report company use on the other hand quality of service and product helps in increasing growth of the organisation. Above report also describe a marketing plan for eco- 11
friendly tourism which needs low budget contrary has large profit. Monitoring and controlling using benchmarking again create additional advantage in the growth. Performance analysis through KPI helps in checking customer satisfaction level as increase productivity, quality efficiency deflection which helps in removing deviation in workforce as well as work culture. TUI Group 4P’s discussion again explain companies’ achievement and strategy for eco-friendly tourism. 12
REFERENCES Books and Journals Abe, M. and Kudo, M., 2016, June. Analyzing business processes by automatically detecting kpi thresholds. In 2016 IEEE International Conference on Services Computing (SCC) (pp. 187-194). IEEE. du Cros, H., 2018. Planning and Tourism. The Encyclopedia of Archaeological Sciences, pp.1-5. Garrod, B. and Fyall, A., 2017. Collaborative destination marketing at the local level: Benefits bundling and the changing role of the local tourism association. Current Issues in Tourism.20. (7). pp.668-690. Hayhurst, R. and Wills, G., 2018. Organizational design for marketing futures. Routledge. Hermans, E., 2018. Benchmarking in tourism research. In Handbook of Research Methods for Tourism and Hospitality Management. Edward Elgar Publishing. Hietaranta, S.M., 2018. Benchmarking food tourism experiences, strategies, and partnerships. Hirayama, K. and Nagasaka, Y., 2017. An Application of the Most Effective KPI in Business Management—Development and Application of KPI Pool. Holistic Business Process Management: Theory and Pratice.14. p.37. Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder wealth: The role of marketing capability.Journal of Marketing.80(1). pp.26-46. Quinn, L. and et.al.,2016.Troubled waters: the transformationof marketingin a digital world.European Journal of Marketing. SHENGNAN,Y.andNedelea,A.M.,2019.ANALYSELONDONTOURISMBY MARKETING MIX ‘4PS’. Ecoforum Journal.8. (1). Stewart, D.W. and Gugel, C.T. eds., 2016.Accountable marketing: Linking marketing actions to financial performance. Routledge. 13