Marketing Plan for Travel and Tourism

This document provides a basic marketing plan for a travel and tourism organization to meet marketing objectives. It includes information on the key roles and responsibilities of the marketing function within a selected tourism organization. The document also discusses how these roles and responsibilities relate to the wider organizational context. Additionally, it compares the ways in which different tourism organizations apply the marketing mix to the marketing planning process to achieve business objectives.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function within a selected
tourism organisation....................................................................................................................3
TASK 2............................................................................................................................................5
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................5
TASK 3............................................................................................................................................6
P3 Compare the ways in which different tourism organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 4............................................................................................................................................9
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives of the organisation......................................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a process, under which a company perform various activities to boost the
buying and selling of products or services. It instruct the consumers why should they buy any
particular product. Tourism industry is one of the world's largest industry and marketing plays an
important role in it, because it helps the company to establish good relationship with customers,
to promote the business, to generate brand awareness and to maintain company's reputation. This
report will include roles and responsibilities of marketing function of Hilton and how these roles
and responsibilities related to other departments of organisation. It also shows the comparison
with any other organisation while applying marketing mix strategies.
Hilton is a multinational hospitality company having headquarters in Tysons Corner,
Virginia, US and founded by Conrad Hilton in 1919. There are almost 6215 properties are
running in 118 countries.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function within a selected tourism
organisation
ROLES OF MARKETING
 Emphasis on customer requirements
Marketers ought to understand the needs and wants of the customers for running a successful
business in market. They determine the needs of customers and select a plan for making
marketing strategy according to wants of customer(Calisto et .al ) . Hilton a tours and travels
company which has emerged as a big company in the market has satisfied the demands of
consumer according to their wants and needs and named as a huge brand name in the market.
 Adapting the right price
Price adaption is key element of a company to adopt better prices because it generate revenues.
Marketers make changes in the prices various times. They adopt changes according to needs and
situations of the market. To reduce variation in the prices market strategies are adopted by setting
fair prices, making less changes and by adopting proper approach. Hilton a major company in
market has adopted a right price which is equitable and fair. The company's market strategies is
successful in attracting the customers by making less variations in the prices.
 Diversification of Markets

Widening of market take out new desires of consumers, creates more demands which finds out
possibilities of selling or providing services to untapped areas. Widening of market facilitates
movement of goods throughout the country at large level. Mass information instruments are used
such as advertising,sales, promoting the events. This revolution in market have made market
more connected. Hilton a large scale marketing company was started at US but widens its
services by providing services in many other countries. It has extended its market by providing
facilities to customers by fulfilling the wants of customer .
RESPONSIBILITIES OF MARKETING
Track trends and monitor competition
In a competitive market to satisfy the needs of customers a company should make
changes to survive in the market. Monitoring competition gives information, knowledge and also
threats from competitors. It improves position of business in market. It is also necessary to know
about importance and position of market with reference to competition( N.SNeofytou, S.2017) .
Hilton a company of tours and travels is successful in tracking trends and monitor competition
from its rivals. In short time it has improved its business responsiveness and gather information
about threats which can slow down the growth of company.
 Innovate
Marketing needs creative ideas and innovation to find creative ways by which companies can
reach to consumers. It is not matter of inventing absolutely new ideas but work on small details
which makes market more creative. Marketing department works on new promotional strategies,
workable solutions and evolving techniques. For an enterprise to be competitive superior in
market it has to make efforts to be innovative continuously. Hilton which is a trending brand has
surprised its customers everyday by providing compelling offers to its customers. It has also get
success in becoming a competitive superior in the market
 Brand value in market
Brand value means monetary worth of the company in the market. It is recognised by marketing
department of the organisation. To set up new business and managing easily branding expert
agrees that identifying the usefulness of company's brand value will be helpful. Hilton which has
come out as an brand in the market has acquired a great brand value in the market. It is the
responsibility of brand expert to maintain and work on the brand value of the company in the
market.

TASK 2
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational context
In any organisation, every department have to coordinate with other departments, so that
they can perform their task successfully(Viljoen, et. Al 2017) . Same is in marketing department,
they have to coordinate with other departments within the organisation so that they can perform
their functions smoothly.
Marketing with Human Resource Department HRM department do recruitment of new
employees and give trainings to them so that the employees do their work effectively and
efficiently, which helps in the growth of organisation. Also HR department is responsible for
employer branding and marketers take care of their corporate brand. HR department helps the
marketing department by researching & developing new product ideas, meeting targets, creating
aspiring and skilled teams of marketers.
Growth of company is totally depend on the employees and for the same organisation
want experienced and skilled employees with new ideas in their organisation(Lusiana, and Beng,
J.T., 2020). HR department of Hilton, hires the candidates having good skills and innovative
ideas, so that they can join the organisation with new ideas and skills which help the organisation
to generate revenue.
Training provided by HR department to the employees of any organisation prepare
them to deal with any situation. It makes employees, eligible to take care of their brand name in
the market. Hilton is arranging training sessions of employees timely, so that they can easily
adopt new strategies of generating revenue.
Marketing with Finance Department This department always posses the brief of whole
organisation to assure that the company is doing its operations within the financial ability. It
want that the work done by different departments should be done within the assigned budgets.
Finance department of Hilton provide proper budget to the marketing department so that they can
do research, distribution and promotion of their services.
Finance department of Hilton do the work of managing funds for marketers. It is their
responsibility to make the interest of investors, so that they continuously do investment in their
organisation. They are providing right budget for making campaign on right time (Ali, et .al
2019). It helps the organisation to provide a proper budget to the marketers to do promotion of
the services provided by Hilton.

Financial Department makes the complete budget of the organisation and divide that
budget in all departments according to their needs. Sometimes, marketers forget t manage the
budget effectively, then it is the responsibility of the financial department to keeps them in
budget as already divided by them.
Marketing with IT Department As the technology is growing day by day, IT department
plays an important role in the generation of revenue of Hilton. It helps the marketing department
by the development of websites & e commerce, enhancements of products, analysing data etc. If
any organisation wants to increase sales, they have to provide the information of product to the
customers and Information Technology makes it easier to provide the same in time and cost
effective manner.
IT department of Hilton is coordinating marketing team by do the management of social
media platforms. They are continuously working on the development of the website so that they
can approach to maximum people for their sales.
Members of IT department of Hilton are providing a good promotional material to the
team of marketers for approaching the target audience(Malasevska 2018.). They are also creating
the content for SEO also they are helping them in maintaining campaigns. These are the
techniques of digital marketing, which are now a days followed by Hilton.
TASK 3
P3 Compare the ways in which different tourism organisations apply the marketing mix to the
marketing planning process to achieve business objectives
Marketing mix is a tool which is used by marketers to help and determining a product or
brand offering. Now a days 7P 's are commonly accepted and developed . There is comparison
made between Hilton and Virgin Holidays by 7P 's .
Marketing mix Hilton Virgin Holidays
Product Hilton hotel can be classified
as full hotel service. The range
of its services includes facility
of restaurants, food,swimming
pools,gift shops and many
Virgin Atlantic is one of
Premium airline companies
based out of US serving
America and other
international destinations. It

other services(Tang et .al
2018.). A variety of supporting
products offered by Hilton
includes 24/7 room service,
free newspapers etc.
provides first class wider
seats ,lounge access, Priority
check-in 180 degree seating
etc. They also have games
magazines and also facilities
for kids.
Place Hilton hotels and Resorts
distribution strategy relies on
mainly information technology
and internet in various forms
accordingly(Okumus et.al
2019) . Moreover distribution
of Hilton Resorts and products
is also facilitated through
mobile applications. Social
media is also adapted as
another effective instrument.
It has limited flights around 39
serves only 29 destinations. It's
products are sold through
various distribution channels.
It can be booked by any one
through official Atlantic
Airlines Website, through
travel agents , on phone ,
various online websites and
customer support.
Price Pricing strategies of Hilton is
divided into four categories
within frame work of pricing
strategy includes economy
penetration,skimming,
premium. Skimming is
opposite to penetration.
Premium pricing involves high
level prices.
It has competitors such as
British Airways,A merican
Airlines. All are best in class
for the service and are priced
higher than economy flights.
Virgin holidays follow a
comparative pricing strategy in
market to attract the customers
Promotion Hilton uses digital marketing
and promotional channels
which includes social media
also. The number of members
The company does a lot of
promotions. Most of which are
influential ,resulting in positive
impacts on customers.

has grew up to 10 percent. It
has also got number one on
Fortune's list of 100 best
companies in the world.
Organisation spotted exploring
different parts of company to
ensure delivery service. It
advertises through electronic
and social media
People Hilton maintains an great work
culture. It has 169k workers. It
has also earned several awards
and recognition for focusing
and managing the people. It
offers benefits to its employees
such as best in class paid time
off, educational assistance,
retirement savings, Health and
wellness programmes and
many more
Virgin holidays have
employees over 9k employees.
They treat their customers with
utmost care and comfort. They
employ warm and active
individuals (Walker, T.B. and
Lee, T.J., 2019) . They also
employ young and beautiful
women to attend their guests
by which their customers feels
comfortable and plesant.
Physical evidence Hotel services are intangible in
nature except some tangible
parts which are used by guests
during the stay. Digital
services are replaced by paper
bills. It offers paperless check
in and checkout as one can
book its room and can avail
the intangible services .
It operates from three places in
United Kingdom. They are
serving at 29 destinations. The
virgin Atlantic office have call
centres, baggage claims,
support department and
customer relation department.
Other then head office more
offices are located at Dubai,
Hong Kong, Lagos and many
others.
Process Hilton 's guests can use its
official website or application
to book hotels and can stay. It
Products of Virgin holidays are
tried and tested to provide
maximum satisfaction to the

's application allows to select
the room and mobile can be
used as device as room key. It
has eliminated the system of
front desk and guests can
check in and out by using the
application.
customer. When a customer
wants to book a flight they can
book it online or by local
agent. They are provided air
tickets. On arrival at airport
customers are provided with
check-in depends upon class
they belong to. This completes
marketing mix of virgin
holidays.
TASK 4
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives of the organisation Marketing Plan- It is the process of making blueprint of the strategies, which the
company wants to apply in the market for generating higher revenue or for fulfilling the
consumer needs. In the context of Hilton, they are planning to introducing Travel
package in the market which will include travel tickets, meals, stay and cab facility for
the visit of local areas. Mission- Hilton is a multinational company of tour and travel which is specialised in
providing interesting packages of tours and travels for vacations or holidays(Douglas
et .al 2017). Their main mission is to complete the expectations of their clients by
improving their quality of tours with professional guiders. Also, Hilton wants to help the
people and companies to travel smartly in cost effective manner. Vision- Hilton is a huge brand of providing tour and travel packages. They are working
very effectively and affectionately to increase the relationship with customers and
stakeholders. They are continuously focusing on creating strong relationships that will
result in more effectiveness of tourism sector. It wants to be the trusted and innovative
travel management company of the world.

 Objectives- Marketing plans are always made, by keeping objectives in the mind. By
introducing travel package, Hilton is focusing on the following objectives:
To increase the sales by 20% in next 6 months.
To increase the profit by 40% in next 12 months.
To increase the customers 70% in next 12 months.
To increase the market shares prices by 20%.
To improve the internal communication of the organisation.
 SWOT Analysis
Strengths Weakness
 Almost 6215 properties and tour &
travel offices are running in 118
countries.
 Hilton has maintained a good
reputation in the market, it is a huge
brand.
 Hilton is facing lots of problem because
of different policies of government all
over the world.
 Hilton is not so flexible because of its
large size and high debt.
Opportunities Threats
 If Hilton wants to expand business, it
should go for Australia market because
Australia has world's largest economy.
 Hilton can also acquire the local tour
and travel agencies to beat the
competition and to increase revenue.
 By increasing salaries will motivate the
employees working in Hilton, which
result in employees satisfaction and
engagement in work.
 Hilton can also do the competition on
the point of price, It can attract the
customers by reducing prices.
 Segmentations- It is a process under which any company divide their target market in
small and more defined categories(Sotiriadis, M., 2018) . It divide the audience according to their interest, age,k location, level of education etc.
Segmentation is divided in 4 categories i.e. Demographic , Psychographic , Geographical
and Behavioural Segmentation.

Demographic- By introducing this package Hilton is making target on all age group people,
mainly they are focusing on younger age group people.
Psychographic- This package is too beneficial for the people who want to explore the new
places. It is totally based on values and beliefs.
Geographical- Hilton is making available this package through online to the people who are
living in rural areas as well.
Behavioural Segmentation- This service package is completely based on the behaviour of the
customers and aims to satisfy them.
 4 P's of Marketing- 4 P's of Marketing mix are the basic concept of marketing which
summarize the basic 4 pillars of strategies of marketing i.e. Product, place, Price and
promotion.
Product Hilton is introducing travel package which is a combo pack of travel tickets, meals and
stay. It focuses on that customers which are looking for a combined package, it gives the relief to
customers by contacting various agents.
Place Hilton is providing their services by online and offline so that they can reach to maximum
audience.
Price Hilton a largest company of tour and travel is introducing travel package in a good
affordable price. So that maximum people can buy it.
Promotion They are using various sources by which they can introduce their services to
maximum number of people, so that they can increase the sales.
 Action Plan Budget- Budget means to distribute the amount which the company is going
to spent on the sales of new introducing package(Amar Raju et .al2018) . It is necessary
for all companies to prepare a budget plan so that they can arrange the source of finance
and they should well known about their expensive. The budget plan of this new travelling
package is given below:
Particular Amount (£)
Marketing person 40000
Printing Templates 20000
Plant & Machinery 100000

Other promotional activities 15000
Total 175000
 Controlling and monitoring- Through this process, company prepare a team for doing
serve whether the company is getting its target and meeting the expectation which were
made while introducing new service. Getting feedback from the customers is the
necessary step because it will tell the company that is the product or service which they
introduced is working in the market or not.
CONCLUSION
From the above report it is concluded from the above report that Marketing is a process ,
under which various activities to boost the buying and selling of products and services. Tourism
one of the largest industry and marketing plays an important role in it. Furthermore it is analysed
that Hilton is an American multinational hospitality brand. The corporation owns, controls or
portfolio of brands . The company boosts nearly 4000 hotels in more than 90 countries. The
franchised company have permission to access the distribution of company. Hilton hotels pay a
franchise fee and royalty based on percentage agreed

REFERENCES
Calisto et .alNome da unidade curricular Marketing Turístico Tourism Marketing.
Neofytou, S., 2017. Agro-tourism segment in the island of Cyprus using marketing for attraction
method & techniques (Doctoral dissertation, Business Administration Programm, School
of Economic Sciences and Business, Neapolis University Pafos).
Viljoen, et. al 2017. The 3-S typology of South African culinary festival visitors. International
journal of contemporary hospitality management.
Lusiana, F. and Beng, J.T., 2020, July. Grouping of Tourism Objects Using Geotagged Photo
with Hierarchical Clustering Method in Bantul and Sleman. In IOP Conference Series:
Materials Science and Engineering (Vol. 852, No. 1, p. 012166). IOP Publishing.
Tang et .al 2018. Can inbound medical tourism boost Malaysia’s economic growth?. Tourism
and Hospitality Research, 18(4), pp.505-513.
Walker, T.B. and Lee, T.J., 2019. Contributions to sustainable tourism in small islands: an
analysis of the Cittàslow movement. Tourism Geographies, pp.1-21.
Douglas et .al 2017. Managing business travellers’ use of mobile travel applications.
In Information and Communication Technologies in Tourism 2017 (pp. 271-283).
Springer, Cham.
Sotiriadis, M., 2018. Entrepreneurship and Entrepreneurs in Tourism. In The Emerald Handbook
of Entrepreneurship in Tourism, Travel and Hospitality. Emerald Publishing Limited.
Amar Raju et .al2018. Determinants of Website Usability: Empirical Evidence from Tourism
Sector in India. Global Business Review, 19(6), pp.1640-1662.
Okumus et.al 2019. Strategic management for hospitality and tourism. Routledge.
Malasevska, I., 2018. Explaining variation in alpine skiing frequency. Scandinavian Journal of
Hospitality and Tourism, 18(2), pp.214-224.
Ali, et .al 2019. Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection
of local foods in Pakistan. British Food Journal.