Marketing Essentials for Travel And Tourism - TUI Assignment

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function within a Hospitality Organisation.
.....................................................................................................................................................3
P2 Roles and Responsibilities of the marketing relating to the wider organisational context. . .3
LO2 .................................................................................................................................................3
P3 Comparison of the Marketing mix of TUI and Thomas cook...............................................3
LO3..................................................................................................................................................8
P4. Basic marketing plan for a travel and tourism organisation to meet marketing objectives. .8
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the essence of a company, be it small or big, manufacturing or service based, no
company can survive without marketing. It is a set of activities that involves buying and selling
of product or service. It involves all the activities right from producing to selling of products or
services. Travel and tourism industry is one of the fastest growing industries in the world. The
role of marketing in this industry is as important as in others. TUI group has been a market
leader in travel and hospitality industry for over a decade now. The company was founded in
1923 and is headquartered in Germany and United Kingdom. It mainly deals in leisure activities,
hospitality and travelling. The company owns various travel agencies, Cruise ships, Air crafts
and five star Hotels and Resorts. The company has diversified its activities in 180 countries and
provides direct employment to more than 70000 employees.
In this report we will study the roles and responsibilities of marketing like market
analysis, market planning, promotion pricing etc. Marketing essentials for travel and tourism
industry will also be covered in this report because ultimately marketing is the only tool that
makes the product of the company available in the market.
LO1
P1 Key roles and responsibilities of the marketing function within a Hospitality Organisation.
(covered in ppt)
P2 Roles and Responsibilities of the marketing relating to the wider organisational context.
(covered in ppt)
LO2
P3 Comparison of the Marketing mix of TUI and Thomas cook
Marketing mix
The marketing mix is refereed as the plan of action which is used by the TUI group to promote
the product or services in the tourism industry in order to achieve the business objectives
effectively and efficiently. 4P's of marketing mix includes Product, Price, Place and Promotion
and marketing mix is extended P's of services that is People, Process and Physical evidence.

Comparing the marketing strategies of TUI and THOMAS COOK
TUI GROUP THOMAS COOK
PRODUCT  TUI uses the attractive
product strategy in
different seasons.
 TUI have dealings with
flight and hotel service
providers in order to
give the best facilities
with different packages
to customers like
accommodation
facilities etc.
 TUI is using the
modernized model in
order to provide the
customers with
integrated products
like:-hotels, flights
 TUI has invested in
their own product in
which is the key factor
of uniqueness from
competitors.
 Thomas cook uses the
diversified strategy as
well as unique features
that has increased its
market share
 The company provides
quality services by
providing worth full
holiday experience.
 Thomas cook provides
the customers with
reliable products and
services by proving
unique design that
highlight its
characteristic to satisfy
the needs of the
tourists.
 The company provides
24 hours care service,
personal management
that is key
distinguished factor
from the competitors.
PRICE  TUI uses the price
penetration strategy by
 Thomas cook uses the
price skimming