This report discusses marketing strategies in the travel and tourism industry, focusing on the case study of Mikado hotel. It covers target market segmentation, pricing strategy, promotional activities, and social media marketing. The report provides valuable insights for businesses in the hospitality sector.
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Marketing in Travel and Tourism
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Proposed target market of Mikado hotel.....................................................................................3 Pricing strategy of Mikado..........................................................................................................4 Promotional activity....................................................................................................................4 Social media activities.................................................................................................................6 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Travel and tourism marketing are related to properly coordinating business policies that is of the private and public sector. That are operated on local, regional and international to achieve the satisfaction of different groups. The report is based upon Mikado, which is a five-star luxury hotel that provides hospitality and services to its customer. The study will explain proposed target markets that are set by the hotel. It will further present the pricing strategy that is used by Mikado. The report will also include the promotional activity that are related to sales promotion and personal selling. Along with this it will evaluate the social media activity that are used to promote the hotel. MAIN BODY Proposed target market of Mikado hotel Hotel will use STP model to segments its customers effectively and to position itself within competition. Segmentation:Thehotelsegmentedtheirmarketsindifferentcategory.Itsegmentsits customers in the form of demographic, geographic, psychographic and behavioural.From all, Mikado uses demographic segmentation in which company target people on the basis of age (25- 60), gender (both) and income (higher income people). Further, Mikado also focuses on youngster and holiday seekers by offering special discounts. Targeting:Target markets are the place where the purpose of hotel is to invest their money and gets returns.Mikado uses differentiated as a targeting strategy by advertising through print and media sources. Like they target the customers who are interested in specific type of service i.e. providing free services. This also helps them to analyse the size and potential growth of the customers. By this they can compete the market with something others than lower prices (Beerli- Palacio, et.al, 2020). Positioning:Positioning is to focus how to make their product and services better than competitors to take competitive advantage in markets.Companyhas chosen a desired position, it can take the steps necessary to deliver and communicate that position to target customers by differentiation. This isdone on the basis of products benefits, price, quality, use and competitors. To make a good position in competitive world the company will find new andinnovative idea
to get benefits from others.such that they can give 10% discount to their first five customers which will attract most of the customers. Pricing strategy of Mikado Mikado uses penetration pricing strategy which means offering lower price of the product as compared to their competitors. Mainly this strategy is used by those companies who are entering into new markets. By using this pricing strategy they can attract large customers as people want quality services at affordable price.The aim of Mikado is to use this strategy in order to maximize profits (Hotel Price Positioning With Strategy.2019). This chosen strategy is used by quoted hotel to capture market share, create a brand loyalty towards customers and driving their customers out of the market. Mikado'scomply with this pricing method, as to raise a loyal customer base through offering the most competitive price in the market and undercutting rivals and well-known brands (Cheng and Shiu,2019).This will help chosen business entity to get its product and services easily accepted or adopted by customers.The use of penetration pricing allows Mikado togenerate a high volume of sales that compensate for the lower price. For example to penetrate effectively among new target customers company will offer discounts to their first five customers. Promotional activity It is the type of activity which is related to advertising, sales promotion, personal selling and public relations. With the help of suchactivity, company is able to promote their own products/service at global level (Kahne and Bowyer,2018). In the same way, quoted business also uses these tools to make it successful. The five essential elements of promotional mix are:
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Advertising:It is the way by which organizations can promote themselves by banner ads, text, and other forms. By using newspaper advertising Mikado can promote their business to wide range of customers. The company can also advertise themselves on television by making ads in unique way that include different styles, colour and sounds. They can also advertise themselves on digital stage in the form of displayed over internet. Public relations:This is used to target large number of audience with the help of press, trade media and other.By using this, company will let other know about their brand story while connecting with the customers.Like, the good public relation can be generated in the form of article. If thereis positive public relation then with the help of that company can connect with target audience. Direct marketing: It is related to face to face promotion of services and products.By using this they can communicate to groups of people through email, catalogues and brochures. It provides organizations a good and cost-effective way to reach their targeted markets in spite of sending irrelevant messages. This helps company in building relationships with new customers and can also result in increasing sales (Tajvidi and Karami, 2017). Sales promotion:They are related to the prizes, sales staff, Discount, distribution channels, coupons and contest to promote themselves. In Mikado sales promoting is selling rooms to the people what they want at right price. For example, Mikado can promote by offering
20% in their rooms to regular customers and 15% to the person who have come for first time. They can also build up good reputation by providing good facility and quality to its customers. Personal selling:This is the type of selling which is done with the customers through face-to-face. Like company can perform survey through which it identifies trends and then add the same within their hotels. Social media activities This is related to activities that are related to the sharing of image, videos, texts and doing paid media advertising.Social media is the fastest way by which the customers know about hotels.Social media is the platform that become new trend for the Hospitality industry and it can be helpful for them to advertise their hotel on the social media platforms like You tube, Instagram etc. Benefits of the social media is that company can reach to their target customers. For examples- if someone is looking for Hotelthen add will be shown to those people. social media is less costly and more effective as per the other tools of the advertisement. Hotel can analysetheperformanceoftheapplicationthathowmanypeoplearewatchingtheir advertisement. For example social mediaplatforms like Instagram, Facebook and twitter gives opportunity to business to interact with that customers. Company has also provide necessary information on its website that contribute in informing customers about the products and service of firm (Tambuwun and et.al, 2019). Moreover it has make use of content and email marketing to build strong relationship with diverse range of customers so that they are motivated to be part of it rather than other competitors in market. It helps them to promote their business and create a good and effective online presence. They also give an easy way for them to show their property to attract large number of customers. It is the main thing that customer see when they have taken decisions regarding the purchase. With the help of social media hotel can also impress their guest by posting their photos .Facebook can help and give bunch of opportunity to advertise their hotel.Facebook is indeed an necessary social media marketing formulation for the hotels(How To Build Customer Relationships Using Social Media. 2021). The hotel can build customers relationship using media by:Respondingquickly:Theorganizationcangivefastrespondtotheproblemsor suggestions that are needed by the customers. If they will get fast respond that will not only result in happy customers butlead to additional revenue for the Mikado.
Make efforts to engage with customers: Making fast respond is not only thing from which the organizations can build good relations. The members of hotel must actively engaged with the customers through social media. For example, not all the customers will come up with the question few will see the post and like it and that is the duty of the hotel to interact with them.Show your human side:The hotel must show a personal touch with their customers by making their profiles funny andinnovative. They can also use photos and name of the staff with their hotel view. Hold contest or competitions:Rewarding their customers with time to time offers and discounts will lead to way of building strong relationship. The organizations can also bring different schemes on valentine and Christmas day with new and unique themes which will attract and large number of customers (Temelkov, 2020). CONCLUSION Marketing in Travel and Tourism are strategies made by the business to promote their brand to attract large number of customers.Mikado provide five-star luxury hospitality for its guests. From the above report types of proposed markets that are faced by the mikado are explained. With assistance of above studies help the pricing strategy that is penetration pricing used by organizations to promote themselves. By evaluation of above report promotion activity related to the sales, advertising and personal selling and press contributed in achievement of end objective of company. Lastly by the analysis ideas related to promoting their brand in social media with how to build good relationship with customers are written.
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REFERENCES Books and Journals Beerli-Palacio, et.al, 2020. Complementary services at hotels in accordance with their pricing strategyandthepricesensitivityoftourists.InternationalJournalofHospitality Management,87, p.102458. Cheng, C. C. and Shiu, E. C., 2019. How to enhance SMEs customer involvement using social media: The role of Social CRM.International Small Business Journal.37(1). pp.22-42. Kahne, J. and Bowyer, B., 2018. The political significance of social media activity and social networks.Political Communication,35(3), pp.470-493. Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance.Computers in Human Behavior, p.105174. Tambuwun,R.R.et.al,2019.PRICINGSTRATEGYFORHOTELSINMANADO:A QUALITATIVE STUDY.Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi,7(3). Temelkov, Z., 2020. Overview of price discrepancies among hotels positioned in the same category.Menadžment u hotelijerstvu i turizmu,8(2), pp.11-23. Online How To Build Customer Relationships Using Social Media.2021.[Online]. Available through: <https://www.socialreport.com/insights/article/115001002743-How-To-Build- Customer-Relationships-Using-Social-Media> Hotel Price Positioning With Strategy.2019.[Online]. Available through: <https://www.hotel- online.com/press_releases/release/hotel-price-positioning-with-strategy/> Promotional Mix Elements and Examples: An Actionable Guide. 2020. [Online]. Available through: <https://blog.alexa.com/promotional-mix-elements/>