Marketing Essentials for Travel and Tourism

Marketing Essentials for
Travel and Tourism

INTRODUCTION
Marketing is an essential business functions that helps the company to enhance the sales revenue,
attain business growth in terms of profitability and helps in various activities such as building up
brand, expansion of business etc. Travel and tourism industry is the fastest growing industry in
the world with a maximum growth rate than any other sector of business. Marketing is a role of
in which the company place their products at market place and
promote them to influence the customers to buy them.
This report is based on the marketing essentials topic for TUI group which is a travel company
founded in 1965 and
currently being headquartered in Luton, England. TUI group deals in passenger airlines, package
holidays, hotels and resorts etc.
The report will include the Marketing Plan for dealing up with the competition by
organization in the market. The report will also include the comparison of marketing mix of two
organizations in same industry. It will highlight the roles and responsibilities of marketing
function in an organization
and will include how these roles interrelate with other functional
departments in tourism company.
ACTIVITY 1
The role and responsibilities of marketing function
Marketing function involves management of various elements of business such as sales
, promotion, advertising, Market research and all other activities that involves dealing
with the customers. The following are the roles and responsibilities of marketing
function in Tourism industry-
Conducting market Research
Maximise Customer Awareness
Promoting the services
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Build up customer relationships
.
Conducting market Research- It is the important role of every marketing department that is to
identify the relevant factors of market that will help the business to grow up at certain locations.
It involves activities like location of hotel or resorts, location of travel packages and other
activities. It is done through obtaining customer reviews, research on tourism sector and trends,
availability of facilities, transportation, financial feasibility etc. All these activities are been
performed by the marketing department of Tourism company for ensuring a uniform functioning
of the business activities of the companies.
Maximise Customer Awareness- It is important role of marketing department to make it easy for
the customers to access the company products and services. Here the marketing manager has to
keep the company website up to date containing all the information regarding its services, ensure
a proper and reliable payment gateway, quick response to customer queries etc. This will make
the customers to opt for the company services due to its easy accessibility and variety of options
available for them.
Promoting the services- Promotion of services and products is the most vital and primary
component of marketing department of Travel and Tourism industry. As this component
encourages and influences the customers to buy the company services and initiate their purchase
for company products. It includes various benefits and offers provided to the customers on their
purchases, reward points for the referrals, allotting complimentary services and coupons for their
next travel, offering discounts on bill payments for advance pay and all other services that
promote the company brand. All these activities are undertaken by marketing department to
ensure higher sales revenue and customers enlargement.
Build up customer relationships- In order to build a stability in revenue earnings and ensure
high levels of repeat transaction of sales,
the company must build up strong customer relationship. It includes framing the customer
loyalty program that will reward the customers
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