Marketing in Travel and Tourism

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.