Marketing Essentials for Travel and Tourism

MARKETING ESSENTIALS
FOR
TRAVEL AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAINBODY...................................................................................................................................3
P1 Key roles and responsibilities of the marketing functions.....................................................3
P2 Critically analyse interrelationship between marketing and other functional areas...............5
P3 7P’S of marketing mix strategy for two tourism organizations.............................................8
P4 SOSTAC Model for Hilton..................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a set of activities that organization undertakes to influence the purchasing
and selling of the product or service. it comprises advertising, selling and supplying products to
users or businesses. Marketing is the best channel to reach the customer. It assists to build brand
awareness and influence business sales volume. To understand role of marketing has an example
of Hilton. It is a global brand of full-service hotels and resorts which offers both type services i.e.
hotel and travel to the customer. It operates worldwide and offers wide range of products and
services to the people. It is one of the larger hotel brand in the world that’s why it has good sales
revenue in the hospitality industry. The brief study provides understanding of roles and
responsibilities of the marketing function within tourism organization.
LO1
P1 Key roles and responsibilities of the marketing functions
Marketing concept is the strategy that organizations uses to understand needs of their
customers and then takes decision to meet their objectives as compared competitors (Aung,
2019). It helps to analyse current and future trends of marketing in the tourism organization so
that easy to generate high profit in each condition weather it is favourable or non-favourable.
Hilton is a tourism organization that uses marketing concept to determine risk and opportunities
in the business market.
Current trends
Internet marketing
It comprises marketing of products and it’s services through digital platform i.e.
advertising, phone app and other digital mediums. The current trends, Hilton that is already
engaged in the internet marketing. It is highly active on Facebook, Instagram that helps to direct
communicate with people and aware them about new facility of tourism industry. Moreover, it
focuses on paid sponsorship campaign on Facebook which supports increase brand image in the
business market (Chernev, 2018). Currently it requires to be active on LinkedIn and Twitter
which influences its customer reach.

New media marketing tactics
There are various new media marketing strategy that it undertakes for the promotion
perspective. The marketing media tactics comprises appoints paid bloggers as marketing
affiliates, develops effective content strategy by using selling executive officer (SEO), builds and
actively manage profile of organization on media channels to access large number of customers.
These are major tactics that helps organization to promote it’s presence through digital media
and engages wide
Future trends
Relationship marketing
The relationship marketing is good strategy that increase focus on influencing customers
satisfaction and supports to target on the customer retention as compared number of sales which
it has made. So, it is good tactic for the Hilton to work on it’s communication with users as result
build good relationship and retains them prolong time with business (Dadzie and et.al., 2017).
Ethical marketing
It is one of the most important future trends of marketing that supports organization to generate
interest of users in the context of service and products. In addition, it builds strong relationship
with customers and influence values for all stakeholders by involving social and environmental
consideration while marketing of products and services. Hilton can use this marketing trend that
helps to include healthy option in foods and reduces fatty continents in the food as result
promotes overall health and wellbeing of customers in the society. By this strategy becomes
easier to establish strong relationship with customers in the organization.
Key roles and responsibilities of customers
There are various role and receptibilities of marketing such as transportation of goods, storing
goods, gathers market information to meet customer’s needs (Gretzel, 2018). But in the wider
context it has numerous roles and responsibilities that are described as follows:
Deep research of market