Marketing in Travel and Tourism

Marketing in Travel and
Tourism

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: The hotel segmented their markets in different category. It segments its
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. Company has chosen a desired position, it
can take the steps necessary to deliver and communicate that position to target customers by
differentiation. This is done on the basis of products benefits, price, quality, use and competitors.
To make a good position in competitive world the company will find new and innovative idea