Marketing in Travel and Tourism: A Comprehensive Analysis of Visit London and Expedia.com

This report delves into the core concepts of marketing and their application in the travel and tourism industry, focusing on Visit London and Expedia.com. It examines the tourism marketing environment, consumer motivation, market segmentation, strategic marketing planning, and the importance of marketing research. The report also analyzes the elements of the marketing mix, including product, price, place, promotion, people, processes, and physical evidence, and explores the concept of the 'total tourism product.' Finally, it assesses the integrated nature of the promotional mix and plans an integrated promotional campaign for Expedia.com.

Marketing in Travel and Tourism

LIST OF FIGURES
Figure 1: Tourism marketing environment..................................................................................................3
Figure 2: market segmentation....................................................................................................................6
Figure 3: Product life cycle in tour industry................................................................................................8
Figure 4: Marketing mix elements.............................................................................................................10
Figure 5: Promotional mix for Expedia.com.............................................................................................13

Introduction
Tourism refers to providing the services to the individuals who are going out for the short span of time
from where they actually resides. In the tourism, marketing plays the crucial role in increasing the
business of the organization dealing in it. In this context, the role of marketing strategy, concepts, factors
and principles is to be carried out by the manager through research is done. The need of plan will also be
addressed in the report for providing satisfaction to the customers so as to make more profits. Further,
from marketing it will be possible to conduct the interaction and understand their desires with
introducing the new products to maintain the trends as well. Moreover, the study is useful in gaining the
insight knowledge about the role of marketing in Visit London and Expedia.com.
1

Task 1
1.1 Discuss the core concepts of marketing and apply to the destination selected of London
The important concept of marketing is to maintain the desire of the travelers and in this regard planning
shall be done to meet the customer wants so that sales of the organization can be raised. As the assistant
trainee at Visit London, the role is promoting the London destinations such as London Eye, Tower of
London, Buckingham Palace and many more. The promotion of destinations is only possible ones
organization gets aware about the customer perspectives (Li et.al. 2017). Following this, Visit London
frames different strategies and policies as the useful plan in marketing that supports the employees to
move up to the general factor of marketing mix like product, price, place and promotion factor. The
below are the listed concepts that supports in promotion of Tower of London is as follows:-
Customer needs: Visit London has to formulate the priorities before making any package. There are
basically different types of customers that are divided into two categories such as family trip and
business trip. Marketing is conducted to support the strategy and offering latest offers for the London
destination to meet the demands (Core Concepts of Marketing, 2018).
Products and services: Tower of London is the product for Visit London that takes into account the all
new latest trends. As assistant trainee it is my responsibility to aware about the small things in mind to
promote tourism at the selected destination while planning. At that place, the services given must be
reliable in relation to accommodation, food and travelling at reasonable costing.
Exchange process: It is the transaction between the seller and buyer where the traveler or visitor pays
the money for offering the product or services by Visit London or offering satisfaction required by them.
Place: Place must be according to the customer needs and satisfaction across the national and overseas.
The location and size of the market will change within different organizations (Sharpley and Telfer,
2014). To put the foot in the market, Visit London has to adopt the new strategy at every time of interval
and must include certain modifications in their offerings which meet the customer’s requirements.
2

1.2 Analyze the tourism marketing environment and assess its impacts on travel and tourism businesses
and destination itself
In two segments, marketing in environment is divided i.e. internal and external environment. Internal
environment refers to the factors existing within Visit London and external environment means
occurring outside the organization and puts the big influence on the organization business. Internal
factors are within the control of the organization and external factors are not in control such as demand
change, competition fear etc (Mason, 2015). All these factors impact the business of Visit London. After
assessing, the strengths and weaknesses of the organization is being concluded.
Figure 1: Tourism marketing environment
(Source: Author, 2018)
Internal Micro environment:
Competitors: Although competitors resides in external environment but it puts the great influence on
the organization internally. Suppose if the competitors have reduced their packages prices and in that
case Visit London can lose their customer base and in that case it is the duty of the manager to aware the
changes in trend to the organization as well.
3

Intermediaries: These are the services offered by Visit London to the travelers. Services related to
luxury food, accommodation and travelling at reasonable price by intermediaries to influence the
customers is done by the organization.
External Macro environment:
Demographic: Demographic factor involves modification in trends and locations. The customer’s are
basically impacted by this factor that impacts organizational strategy. Visit London serves different
packages for London for different locations (Page and Hall, 2014). Firstly, research shall be done that
amendments carried out in packages are adopted or not in specific places if they are according to the
wants then only served for that place.
Technology: Because of technology advancement, the business gets influenced. All the new information
to the website is still not be seen by the organization and still many individuals did not know the use of
technology in their daily lives.
Further, any changes in the macro environment directly influence the sales like in period of recession;
customers want to spend less on luxury products etc. This type of factor impacts the business of Visit
London as they have crucial role in the organization business.
1.3 Discuss the factors affecting consumer motivation and demand for London as tourist destination for
both business and leisure travelers
By assessing the motivation change in the Visit London, the desires of the travelers are predicted that
supports in creating the tour packages and marketing planning. The factors can be social, personal and
emotional. The next factor is the government policy that relates to fiscal and monetary that puts the
impact of tourism business. Any currency variations influence the industry profits. In the same manner,
any decrease or increase in the factors outcomes in the demand of tourism sector in the similar way.
Loyalty: Few of the customers are very loyal towards the organizations products. Travelers who get
satisfied with the destination offered by Visit London will stick in the organization while taking any
package (Horner and Swarbrooke, 2016).
Sociology: The trends of buying of the customer changes frequently due to many competitors with the
new product try to capture the customer base of Visit London. Even brands also impact the customer’s
attitudes.
4

Psychology: It is the human tendency to purchase different every time in comparison with the previous
one. So as to make the customer happy and to stop them to move over other brand, Visit London has to
offer the new products for both types of customers. Also in future use the new policies as well for
business and leisure customers.
The main determinants of customer motivation are as follows:
Influence on customer decision making: For meeting the customer satisfaction and motivation, Visit
London has to provide the flexibility, good products and services and need satisfaction so that buying
decision can be made by the traveler for the next visit as well (Ozturk, 2016).
Influence in consumer conflict resolution: After meeting the customer needs and satisfaction, the major
motivation reason is to impact or motivate customers to move out of the grievances by purchasing the
product himself. In front of the suppliers for supplies of the homogenous product the confusion
generally arises.
1.4 Analyze the principles of market segmentation and discuss how you can use these in destination
marketing planning for London
Market segmentation is to capture the target customers so that organization targets and desires of the
customers are met. It is essential for the market for planning where market can be segmented in several
groups depends on the factors called as target consumer. The target customers are referring the
consumers with respect to geographic, demographic and behavioral attributes (Principles of Marketing,
2018). The market of the customers in London is segmented by considering lifestyle, needs, personality
and class etc of the customers. In the big competitive edge where so numerous competitors are presented
with variety of products that gives the satisfaction to the customers. It is the crucial role in the tourism
segment where the travelers are segmented into several divisions of market and including the similar
requirement of all individual.
5

Figure 2: market segmentation
(Source: author, 2018)
Further to attract the customers towards the London by Visit London it is necessary that organization
brings the changes and new innovation thoughts. In the market segmentation scenario of the Visit
London, it addresses the requirement of travelers and then categories in various sections according to the
expectations. Market segmentation supports the organization in offering the outstanding packages of the
tours according to the wants so as to satisfy the consumer at its best (Backer and Morrison, 2015). The
general factors on which tourism market divide are nationality, family, age or gender etc. or at the stages
of customers like youth, teenage etc. however, the sole concentration is customer satisfaction.
6

Task 2
2.1 Critically analyze the importance of the strategic marketing planning for London as a tourist
destination and discuss the importance of marketing research in the planning process
A successful strategy is that supports in meeting the customer wants and earn the business profits. For
meeting the benefits the strategy is important to analyze. The strategy planning addresses and assesses
the weaknesses and strength of the Visit London operations and external affairs as well. The objective is
to create the strategy for London tour packages for the travelers that supports in meeting the targets of
the business after putting certain facts in mind (Moutinho and Vargas-Sanchez, 2018). The marketing
plan of Visit London is analyzed below:-
SWOT: this analysis supports in measuring the strengths, weaknesses, threats and opportunities of the
Visit London. In this purpose, organization first has to carry out the details before implementing the
strategy. As Visit London is planning the package for the London it is important that the organization to
first learn the experiences about the positive and negative aspects of the business and carry out the plan
related to the new trends to be taken in the business for the future as well.
TALC (Tourist Area Life Cycle): It explains regarding the places that develops the uncertainty for the
travelers. In the tour industry, organization rarely discloses the entire information about the destination
such in case London for example which is the city place, location etc. The destination place is the
procedure that is crucial to give to the customers. It is just same as the academic model that explains all
the information related to the destination, site seeing, hotels and a research must be done by the market
planner (Liu and Chou, 2016). The entire research work must be presented in the report. Visit London
duty is to plan related to the marketing the products at several steps of TALC; evaluate it and then
expand the level of the steps for the destination expansion in various situations.
Boston Matrix: It is the technique to evaluate the product or services identification out the preferences
for creating the opportunities for growth. On other side creating the new approach the Visit London has
to select the London and the trends present in it. The organization uses this strategy to assess the various
tour packages and its destination then plan according to the evaluation.
7

Ansoff’s Matrix: It supports the travel organization to identify the prior destinations that have the
potential to meet and capture the new capable markets for meeting developments using technology
(Xiang et.al. 2015). It supports the Visit London in achieving the advantages over the customers by
offering them big variations in the London destination.
Figure 3: Product life cycle in tour industry
(Source: ResearchGate, 2018)
2.2 Discuss the relevance of marketing research and market information to travel and tourism sector
managers at London Tourism
Market information refers to entire facts that are important to the organization Visit London and
effective for the further success. The market research is only possible by the team of professionals that
include marketing managers as well. In the market, survey is done for the organization in kind related to
the market in which it makes efforts to meet the success of the organization (Veal, 2017). Various
competitors are presented in the market those are offering the similar product at less or reasonable
prices. While few of the organization come up with the entire new product.
So, it is based on the strategy that how the organization can influence their customers with maintaining
the existing customer base as well. In this context, Visit London determines that the market research is
8

very crucial for managing the good and services quality. The research is the tool that supports in getting
all suitable information related to the market which can be arranged easily using the internet in short
time (Buhalis and Foerste, 2015). There are other various ways as well such as surveys related to
occupancy, visitors and tourism industry.
2.3 Assess the influence of marketing on society
Marketing has positive and negative both influence on the society. The procedure supports the
organization to determine the strong customers in the market and formulate them their targets for
enhancing the sales figures. The positive influence on the society is that it supports in business
operations that in turn meets the customer wants. The influence of the marketing mix on the society gets
identified from there. There are several groups that keep an eye on the several industries and their
influences on the society. It supports them in harmonising the product supply with the demand through
enhancing the society awareness and protection (Sharpley, 2018). There are various negative influences
that results into money wastage. In the tourism sector, society receives the supports from market by
serving packages types or more categories of destinations. It puts the high influence on the culture and
individual as they become friendly by advertisements. It is people’s responsibilities to aware that it will
not put any negative influence on culture and ethics by showing any wrong texts. In general, marketing
lead to price hike as the marketing cost is added in the destination package price. It also results into
consumerism as it motivates the customer to buy without thinking and researching.
9

Task 3
3.1 Identify the elements of marketing mix and discuss the issues of designing and developing the
product, price and place elements for your chosen UK tour operator
Marketing mix is the technique for the business. As the marketing trainee of Expedia.com the concerned
issues related to the elements of marketing mix is identified and the suggestions that supports in
increasing the profit is also provided.
Figure 4: Marketing mix elements
(Source: Author, 2018)
Product: Expedia.com is the UK tour based operator whose main objective is to offer customers
satisfaction in relation to every service or product related to accommodation, food, travelling and
entertainment (Benur and Bramwell, 2015). Thus, this mix is the heart of the marketing mix. It is
recommended that consumer must fill the questionnaire that is given by Expedia.com to receive the
feedbacks and understanding the traveler’s needs.
10
ProductPricePlacePromotion

Price: it is value which is paid by the travelers in return for the holiday package. It pricing must be such
that it increases the profits and sales. The various types of individual visit the destination and not
everyone can afford all the expensive things offered. So it is important to manage the reasonable prices
of the products (The Marketing Mix and the 4Ps of Marketing, 2018).
Place: marketing strategy related to the place explains the distribution places where the services can be
offered. Expedia.com is the beneficial location for the brands to give the various kinds of packages to
the prospective buyers for sale but remember every brand is not served.
Promotion: The marketing strategy related to promotion of the product must be offered. It can be done
through the advertisement using internet, television etc (Font and McCabe, 2017). To sale the tour
holiday packages for the Expedia.com.
3.2 Assess the importance of the service sector mix elements to the travel sector
The additional elements to be used for Expedia.com are as follows:-
People: It is the major element of the marketing mix. In this mix, organization focuses on interaction
with the customer’s by the employees of Expedia.com. As the Trainee, I shall also concentrate on the
staff communication with the customers.
Processes: It supports in understanding the manners of providing the facilities to the customers. Prior to
start of rendering services, an organization must make an effort to determine the strategic plan that how
the facilities offered to the end consumers (Brandon-Jones et.al. 2016). On time duty by the staff
members must be required importantly.
Physical evidence: In service marketing of Expedia.com, physical evidence is used as the differentiator.
To manage this great attractive ambience must be managed with offering effective quality of services
and products.
3.3 Apply and discuss the concept of the ‘total tourism product’ using your chosen company to illustrate
the various components that are integrated
Expedia.com has an ambition to meet the superiority in offering the suitable services for the customers
in the tourism industry. Big competition seems in tour operation industry. The approach is to be
formulated to serve the best goods at the rate to influence the customer in the market. In respect to
influence many consumers, organizations in the travel sector use the approach of total tourism product.
11

It is holiday package that includes every offer connected in plan such as accommodation, beverages,
food, sightseeing and entertainment. It is the organization responsibility to share with the visitor’s
related on all above prior to travelling so that all travelers stay satisfied and remain happy during the
journey (Concept and meaning of tourism product, 2018). Expedia.com will try to achieve the group
demand under one platform which is connected with products of the organization. The expectations of
all the groups of every age are needed to be care by the organization. Every employee of the
Expedia.com aims to make the customer happy and treat them as king or queen.
12

Task 4
4.1 Assess the integrated nature and role of promotional mix
In generating the profits, the role of promotional mix is categories into four components that are as
follows:-
Figure 5: Promotional mix for Expedia.com
(Source: Author, 2018)
Advertising: Promoting the goods and services, this component is to be used essentially. It is to be done
through TV, radio, direct mails, banners, brochures and print advertisement etc. Expedia.com should use
all types of advertisement to increase the sales and profits.
Sales promotion: It increases the product availability and gain more revenues. With this technique, the
packages can be launched till the season end that too at the low prices and other attracting offers in
promoting sales (Role of Promotional Mix, 2018).
Direct marketing: It support the organization in capturing the customers through sales and
advertisement. The advertising channels such as promotional letters, road advertising and catalogue
13
PromotionalmixAdvertisingSalespromotionDirectmarketingPublicrelations

distribution etc can be used by Expedia.com. Premium customers can be contacted through direct emails
to give the special feel to customers (Judd, 2015).
Public relations: To adopt this component of promotional mix, Expedia.com must have strong brand
image and goodwill. It majorly focuses on creating relations using more radio shows, newspapers etc.
4.2 Plan and justify an integrated promotional campaign for Expedia.com
As marketing trainee in the Expedia.com, it is suitable to use the mix for starting the plan that act as the
effective appropriate planning for the organization to encourage it promotional sales in the market.
Expedia.com will serve the influencing offers in the form of holiday packages to its consumers. Here,
the organization shall encourage the sales (Becker, 2016). The marketing shall be done using the media,
radio, television for the advertisement of the package and to share the information related to the
packages. A personal request shall be forwarded to the prime customers of the Expedia.com. Staffs of
the organization shall inform the traveler related to the sales promotions as well as its duration. It will
compel few of the customers to repeat once again to avail the offers shown. The marketing conducted
against the promotional offers are done through catalogue allocation in the customers by the marketing
team.
Further, it shall be updated on the Expedia.com platform. It is also recommended to the organization to
use correctly the components of promotional mix for the people (Giaoutzi, 2017). These techniques will
support the tour operator in meeting the customer satisfaction and increasing the profits of the
organization.
14

Conclusion
In the current study, the report had given understanding on the marketing concepts, approaches,
principles and factors to promote tourism in London. The organization Visit London is used to analyze
the role of marketing as the tool of management that should benefit the organization in long run in
earning profits. Further, the study had shown the role of marketing mix in UK based travel and tour
organization that is Expedia.com. At the end, the report had reviewed the promotional mix for
Expedia.com for increasing their revenue and making profits by selling tour packages using promotional
campaign.
15

References
Books and Journals
 Backer, E. and Morrison, A.M., 2015. The value and contributions of VFR to destinations and
destination marketing. VFR Travel Research: International Perspectives, 69(1), pp.13-27.
 Becker, E., 2016. Overbooked: The exploding business of travel and tourism. Simon and
Schuster.
 Benur, A.M. and Bramwell, B., 2015. Tourism product development and product diversification
in destinations. Tourism Management, 50, pp.213-224.
 Brandon-Jones, A., Lewis, M., Verma, R. and Walsman, M.C., 2016. Examining the
characteristics and managerial challenges of professional services: An empirical study of
management consultancy in the travel, tourism, and hospitality sector. Journal of Operations
Management, 42, pp.9-24.
 Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of Destination Marketing & Management, 4(3), pp.151-161.
 Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: its contexts, paradoxes,
approaches, challenges and potential. Journal of Sustainable Tourism, 25(7), pp.869-883.
 Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
 Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
 Judd, D.R., 2015. The Infrastructure of Play: Building the Tourist City: Building the Tourist
City. Routledge.
 Li, Y., Hu, C., Huang, C. and Duan, L., 2017. The concept of smart tourism in the context of
tourism information services. Tourism Management, 58, pp.293-300.
16

 Liu, C.H.S. and Chou, S.F., 2016. Tourism strategy development and facilitation of integrative
processes among brand equity, marketing and motivation. Tourism Management, 54, pp.298-
308.
 Mason, P., 2015. Tourism impacts, planning and management. Routledge.
 Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
 Ozturk, I., 2016. The relationships among tourism development, energy demand, and growth
factors in developed and developing countries. International Journal of Sustainable
Development & World Ecology, 23(2), pp.122-131.
 Page, S.J. and Hall, C.M., 2014. The geography of tourism and recreation: Environment, place
and space. Routledge.
 Sharpley, R. and Telfer, D.J. eds., 2014. Tourism and development: concepts and issues (Vol.
63). Channel View Publications.
 Sharpley, R., 2018. Tourism, tourists and society. Routledge.
 Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
 Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, pp.244-249.
Online reference
 Concept and meaning of tourism product, 2018 (Online) [Accessed Through]
<https://marketinglord.blogspot.in/2012/10/concept-and-meaning-of-tourism-product.html>
[Accessed on 28th May, 2018]
 Core Concepts of Marketing, 2018 (Online) [Accessed Through]
<https://marketinglessons.in/core-concepts-of-marketing-philip-kotler-summary/> [Accessed on
28th May, 2018]
17

 Principles of Marketing, 2018 (Online) [Accessed Through] <
http://open.lib.umn.edu/principlesmarketing/chapter/5-2-how-markets-are-segmented/ >
[Accessed on 28th May, 2018]
 Role of Promotional Mix, 2018 (Online) [Accessed Through]
<http://smallbusiness.chron.com/role-promotion-mix-61417.html> [Accessed on 28th May, 2018]
 The Marketing Mix and the 4Ps of Marketing, 2018 (Online) [Accessed Through]
<https://www.mindtools.com/pages/article/newSTR_94.htm> [Accessed on 28th May, 2018]
18