Marketing in Travel and Tourism

This document discusses the core concepts of marketing in the travel and tourism sector, the impact of marketing environment on individual businesses within the Thomas Cook Group, factors affecting consumer motivation and demand, principles of market segmentation, and the importance of strategic marketing planning.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................4
P1.1 Core concepts of marketing in the travel and tourism sector..............................................4
P1.2 Impact of marketing environment on individual travel and tourism businesses within the
Thomas Cook Group...................................................................................................................5
P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector. 5
P1.4 Principles of market segmentation and its use in marketing...............................................6
TASK2.............................................................................................................................................7
2.1 Importance of the strategic marketing planning for the selected travel and tourism business
or tourist destination....................................................................................................................7
2.2 Relevance of the marketing research and the market information to managers in the travel
and tourism sector.......................................................................................................................8
2.3 Influence of marketing on society.........................................................................................8
Task 3...............................................................................................................................................9
Covered in PPT...........................................................................................................................9
Task 4...............................................................................................................................................9
P4.1 Integrated nature and role of promotional mix...................................................................9
4.2 Covered in poster................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travel and tourism is the field that becomes the mainstream source of foreign exchange.
Any country takes the matters of promotion and the marketing of the national tourism seriously,
as they could bring in the major portion of foreign investment (Moutinho, 2011). This project
will be dealing about the strategies of marketing that have been applied within the travel and

tourism packages of one of the leading tourist service providers in United Kingdom, Thomas
Cook Group. This report will be focusing on the promotional tactics that will be used by Thomas
Cook Group for the packages they are about to introduce for tour to Egypt and Morocco. This
project also includes the tourist attractions and facilities that are inclusive in the packages they
are arranging to those two countries in order to fulfil the desires of the travellers and the users of
the service.
Task 1
P1.1 Core concepts of marketing in the travel and tourism sector
Marketing has been an important element in the upliftment of the business and their
growth in the market. Marketing decides the attributes of the product or the service that is
produced by the company and the style of its delivery to the customers are also a part of its
decision. The right marketing strategies and the promotional methods would result in a rise in the
number of customers seeking the services. The tour and travel sector also needs marketing
strategies to be made applicable in their operations and functions in order to promote their
packages to various countries in the world. The advertisements and promotional platforms are to
be managed well with the marketing ideas for bringing better results (Hall, Timothy and Duval,
2012).
Thomas Cook also needs to manage their promotional activities and has to structure
better marketing strategies that would help them take the information about the tour packages to
Egypt and Morocco to the customers who have been waiting for those packages to arrive. The
marketing strategies help Thomas Cook Group to inform the target group of customers and help
them in the right use of the services provided by the company. Thomas Cook Group has been
involved in the travel and tourism segment for a long time and placed themselves on a height at
global level. There have been areas that they could not take their services to, but they have been
stressing a lot to start the services to the countries of Egypt and Morocco. The customers had a
severe demand of establishments of tour services to Egypt and Morocco, and Thomas Cook
Group served as the ideal service provider by giving them what they asked for.

P1.2 Impact of marketing environment on individual travel and tourism businesses within the
Thomas Cook Group
The presence of many forces from the outer and inner environments of the organization
which influence the companies abilities to go through the business activities that they have being
doing. The direct and indirect forces such as trade operations in the market that the business in
neither capable to control directly, but the way the company gets themselves out of there is how
they could bring satisfaction for the customers and success for the employees (Morrison, 2013).
The stakeholders and the company themselves, have being successful in the creating a proper
structure of the marketing strategies and promotional ideas that they have applied in the
operations and the functions of the organization. Thomas Cook Group have been very efficient in
facing the challenges and overcome with their strategies of marketing and promotion to
successfully attract the customers to the services rather than not giving them what they desire.
Egypt and Morocco have been dreams for the travellers. The historical presence and the
beauty of the nature have been desired to be visited by the born voyagers. Places like
Casablanca, Rabat, Marrakesh, Cairo and Fez are the examples of major tourist attractions in the
countries. These locations are amongst the left behind parts by the international tourist service
providers. Thomas Cook Group have been taking the discussions seriously and they are
promoting the successful launch of the tour packages to Egypt and Morocco. The organization
considers the customers as the most important element and decides to take on their suggestions
seriously, and the same results in customer satisfaction and gaining the trust from the customers.
P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector
There are specific seasons for visiting particular locations and the tourists are gathered in
most numbers in that season more than any other period in the year. People comes to know about
various locations and the attractions there from various sources such as books, TV shows or on
social media. The motive they have for the visit to that particular location must be based on their
interests. People who loves history visits the locations where the archaeological remains of
history is found, like forts and other historical remains, for example, in Cairo, there is a museum
that exhibits the Egyptian history. The renown Pyramids of Egypt are to be visited at the location
of Giza and the monument of the Pharaohs are also situated there (Sigala, Christou and Gretzel,
2012).

The Thomas Cook Group has introduced a tour package to Egypt and Morocco and the
customers seem to be happy for their demands have been fulfilled by the company. The package
consists of visits to Ras Muhammad National Park, Mediterranean port city in Alexandria, Port
city of Casablanca And the Moroccan cities of Tangier, Agadir, Rabat and Fes and stay at luxury
hotels. The trip is expected to long for 14 nights and 15 days. The customers demand has been
fulfilled in a very comfortable manner that the trust has been gained and the marketing strategies
applied would let the customers visit their dream destinations in Egypt and Morocco at an
affordable price. Travel and tourism is emerging as a very competitive market and Thomas Cook
Group has been struggling for keeping themselves among the leading companies in the industry
in United Kingdom.
P1.4 Principles of market segmentation and its use in marketing
Market segmentation is the process where the customers have to be identified and to be
realized what activities behind the decision making related to fulfil the desires they have in mind.
Market segmentation also helps the organization learn about their customers and the researches
they perform in order to know the customers' interests are also a part of customer segmentation.
The companies perform market researches in order to know about the factors affecting the
consumers and their needs that are to be fulfilled by the service provider. Knowing the markets
segments where the services are to be provided with can help the organization know what type of
product or service are to be created for the particular segment in the markets (Hall, 2013).
The market segmentation of organizations in travel and tourism sector is very
complicated as there are various segments in the market with various desires of visiting different
locations all around the world. The tour and travel packages are to be classified according to
leisure, professional and other multiple purpose packages that are to be provided to innumerable
locations (Morgan, Pritchard and Pride, 2011). Thomas Cook Group must create marketing
strategies as per the packages classified accordingly to the segments divided in the market. The
leisure tour packages are of various types, such as excursions and educational trips that are for
the segments like students and institutions of education,etc. The other type of leisure tour
packages are honeymoon packages and tourist packages that are for the youth and the ones with
the love for travelling. Official trips are for those people who are working in organizations and
have to travel for business meetings and conferences, mostly arranged by the organization
themselves.

TASK2
2.1 Importance of the strategic marketing planning for the selected travel and tourism business or
tourist destination
The strategic plan holds certain importance for the company as they don't need to take
sudden decisions and make changes in plans that could lead to creation of problems within the
organization. The planning of marketing strategies helps in the decision making process in an
effective manner and will be followed by the right strategies to be applicable in the marketing
plans (Jacobs, 2016). The strategic planning methods are done in various ways and one of them
is by performing SWOT analysis and it consists of the analysis of the information regarding the
strengths, weaknesses, opportunities and threats of the organization in the travel and tourism
sector. There are many model of these which are: Butler's Model: Butler model also known as Tourism life cycle model. It provides a
resort to the tourist at a comparatively small scale. The model consists of six stages as
follows:
1. Exploration: These are for the people seeking adventure and some thing new to do
everyday on a tour (Pons, 2016).
2. Involvement: Such trips are for the people living in the locality who establishes
businesses in order to provide the facilities of food, accommodation, transportation and
guides.
3. Development: Large companies tends to build large infrastructures for their hotel
complex and sale of holiday packages. These are the provision of services to the
customers at high level who spends more of their time on such trips.
4. Consolidation: The Local economy has been under the domination of tourism at this
stage and the people makes money in this particular stage.
5. Stagnation: The competition is arisen from the secondary resorts in this stage and the
original features are tend to be lost.
6. Decline: It can be slow or continuous and the tourists who are much regular replace the
people in order to look for a cheap trip.

2.2 Relevance of the marketing research and the market information to managers in the travel
and tourism sector.
For the right information to be provided on time, the management related duties of an
organisation have to perform their operations in the right manner and all the things to be
managed well. It is approved as a research methodology that is to be made applicable in the
organization so that they could change the plans and update the data in relevance to the
fluctuation of the market (Janoschka and Haas, 2013). And thus, it helps in the organization for
the preparation plans and the gathering of the market related information to take the correct
decisions as per the market and they could collect the information on the trends in the market
which could help your organization to update their strategical plans that would help the
organization in achieving their goals. For this, all the people are supposed to perform research in
a collective manner so that they could properly gather the information regarding the tours and
travel businesses and trends. It will help in the improvement of knowledge of the tourist
attractions worldwide, and will let the company earn more profits and popularity among the
companies and customers in the travel and tourism sector. The tourist attractions are to be
utilized in an optimum way and the contribution is also towards the national economy as the
national heritage sites and under the maintenance of the government. Therefore, marketing
research plays a very important role to gather the market information and let update the
knowledge of the travel and tourism sector for the company's own good.
2.3 Influence of marketing on society
Many techniques are present for the effective marketing, their planning and strategies
would create a definite change in the organization. Some of them are given below:
 Advising the consumer: The customers are to be advised in order for gaining the
knowledge related to the market so that they are given the efficient education of what
they are served with. In this strategies the companies use to take the initiative of
convening the customers toward there organisation so that they can be able to attract the
more people towards there organisation (Xiang, Magnini and Fesenmaier, 2015).
 Supervision of the hopes of the customers: There holds the importance of what the
customers wants and what are they expecting from the organization. Their interests and
choices are significant for the organization. They are to be provided services by keeping
their likings in mind. The customers are to be attracted towards the organization by the

provision of standard quality services as per the results of the market research done by
the organization and its managers (Hudson and Thal, 2013).
 Financial gain: The other subject to importance is the organization's market research on
the base which the services and products are to be modified. The customer is mostly
influenced by the services and products along with their cost and quality. To know the
difference they will always be comparing the product or service with a similar service or
product of the competitor.
 Modelling behaviour: It is necessary for the vendors to know about the things which
are being made under sale in market. Things what the customer is willing to purchase and
what they are require to buy are also to be kept in mind. So if they will know all the
things then they will able to give the customers the services which are required.
Task 3
Covered in PPT
Task 4
P4.1 Integrated nature and role of promotional mix
Integrated marketing: Integrated marketing refers to combining all the marketing tools
to promote its product in the market and get the core competence from its competitor. When
company is doing promotion of its product they bring all the promotion methods together and
increase the awareness and the brand name (Buhalis and Foerste, 2015).
Promotional mix: Promotion is one of the major P among the 4Ps of the marketing mix
contents. In this step, the company is supposed to create strategies for the promotion of the
product or service produced by the company and different modes by which the information
reaches the public and they may be aware about it. Regular promotional activities are to be
performed as to remind the customers of the product and to increase the sales of the product.
Tools of promotional mix:- Personal selling: Another way of communication is to personally introduce the products
to the customers so that the personal interaction with the customer takes place and sale of
the products being done. The customers' reactions and gestures could be visible to the
seller in this type of promotional activity (Yasin and et. al., 2011).

 Publicity: This tool doesn't seek any additional resources from the organization. The
message will be spread by the customers among the public if the quality of the product is
up to the expectation and it will automatic reach the customers through news, people to
people. Public relation: The direct contact of this company is towards the high society, schools,
businessman and the promotional activities are expected to be done by the same people.
 Promotion: Another important tool within the marketing mix. In this step to promote the
products or the service, the company provide discounts and other offers in order to attract
the customers.
4.2 Covered in poster
CONCLUSION
The Thomas Cook Group being a renown organization in the field of travel and tourism,
not only in the United Kingdom, but globally, has to meet the needs of their customers. The
company has been involved in the creation of more effective marketing and promotional
strategies to attract more customers towards their new campaign of Egypt and Morocco tour
packages. This project have dealt with the marketing strategies applied by Thomas Cook Group
in order to create awareness among the customers about their new tour packages to Egypt and
Morocco (Fielding and Shortland, 2011). The report have also being dealt with the promotional
activities that the company arranged under their marketing strategies and plans. The project
report also threw lights on the importance of fulfilling the desires of the customers in order to
satisfy them and gain their trust.

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Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
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Jacobs, J., 2016. Sex, tourism and the postcolonial encounter: Landscapes of longing in Egypt.
Routledge.
Janoschka, M. and Haas, H., 2013. Contested spatialities, lifestyle migration and residential
tourism (Vol. 41). Routledge.
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Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
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Online
MOROCCO AND EGYPT TOURS. 2017.[Online]. Available Through:
<www.memphistours.com/Morocco/Morocco-and-Beyond-Tours/Morocco-and-Egypt>.
[Accessed On: 19 May 2017]
Content Marketing for Travel, Tourism and Hospitality. 2016. [Online]. Available Through:
<https://thetomorrowlab.com/2016/03/content-marketing-travel-tourism/>. [Accessed
On: 19 May 2017]