Marketing in Travel and Tourism: Thomas Cook

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.1 Core concepts of marketing for the travel and tourism.......................................................1
P1.2 Impact of marketing environment of individual travel and tourism business....................2
P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector. 4
P1.4 analysing the principles of market segmentation................................................................5
TASK 2............................................................................................................................................7
P2.1 Importance of strategic marketing planning.......................................................................7
P2.2 Relevance of marketing research and market information to manager..............................8
P2.3 Influence of marketing on society.....................................................................................10
TASK 3..........................................................................................................................................11
P3.1 Issues in the product, price and place elements of the marketing mix.............................11
P3.2 Importance of service sector mix elements to the travel and tourism sector....................13
P3.3 Concept of the total tourism product in terms of Thomas Cook Plc................................14
TASK 4..........................................................................................................................................15
P4.1 Integrated role and nature of promotional mix.................................................................15
P4.2 Integrated promotional campaign for Thomas cook.........................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
When a person leaves his normal surroundings in which he lives and goes to another
environment in order to engage him to activities there it is the state when tourism occurs. On the
other hand, when organization and individuals at the destination promotes those activities with
the help of various sources of advertisement, then it becomes a form of marketing. There are
many tourism agencies or organizations who work tourism (Ritchie, 2006). They apply different
type of strategies in order to attract individuals from other countries with the help of different
promotional activities; this is known as marketing in travel and tourism.
Present report is about Thomas Cook which is the world’s one of the best known firm in
tourism. This report covers the concepts and principles of marketing in the travel and tourism
sector (Thomascook, 2014). Further, it covers the role of marketing as a management tool in
travel and tourism. Moreover, it covers the roles of marketing mix which are used in travel and
tourism sector. Lastly, it also covers use of promotional mix in travel and tourism.
TASK 1
P1.1 Core concepts of marketing for the travel and tourism
Marketing for travel and tourism includes all the organizations which offers services and
products agents of hotels, travel, entire infrastructure and inhabitants of destination which tourist
can use. In order to understand the structure of tourism market, characteristics of the products
offered should be defined (Carter, 2007). Products offered by tourism have special characteristics
which are not to be shared with other sectors. In accordance with the case, that is a summer
holiday has been created to Egypt and Morocco. In this context, following are the core concepts
of marketing for the travel and tourism:
 Want: Want can be defined as the desire for something. It can only be develop when
firms used their promotional tools effectively. In this context, Thomas Cook would
understand the requirements with the help of researches and surveys of the areas on
which they have thought of providing their services. In accordance with the case, that is
tour to Morocco and Egypt (Pesonen, 2013). Firm should focus all the important areas
through which they would be able to provide their customers with enjoyable tour. In this
regard, Thomas Cook can work with suppliers present in morocco or Egypt so as to

provide Wi-Fi, transport facilities to the travellers. It further involves for providing
entertainment facilities.
 Needs: Need for something arises when the delivered services or product provided by
Thomas Cook satisfies all the aspect which customers. In this regard, need of tourists is
to get access to quality food, water and accommodation facilities. Thomas cook can do
this by working on close coordination with the hotels so as to provide them with good
food. This will help the consumers to get access to not just traditional food items but
others like continental, Mexican and Italian. The hotels can further provide access to raw
water and accommodation facilities (Rizzi, 2014).
 Demand: Demand is the requirement which customer directly states to the firm. In this
the customers are clear regarding the exact thing which they want. In accordance with the
case, customers demand for getting security for their life. No one would travel to a place
where they find risk for their life (Dolnicar, 2007). Thomas Cook should provide their
customers with insurance towards the designed tour. Summer holiday trip to Morocco
and Egypt should be designed in such a way that customers would feel confident and safe
(O'Connor, 2010).
 Products: In travel and tourism sector product for Thomas Cook are the tour packages
designed at various destination places. Here, Thomas Cook can offer attractive holidays
to tourists for places in morocco (Pesonen, 2013). This would on a very afforadalbe rates
so as to ensure that tourist is interested to be a part of this tour. However, tours to Egypt
may not be friendly ones on account of terrorism (Verma, 2012).
 Market: Market can be defined as the set of actual as well as potential buyers that interact
with the seller. In present context, the seller is Thomas Cook and buyer is tourists who
wish to go for a tour to Morocco and Egypt. In this regard, Thomas cook is required to
open offices where customers can go and buy the holiday package. It can also ensure that
the tour to Morocco and Egypt is present online so that clients have a chance to book
there holidays.
P1.2 Impact of marketing environment of individual travel and tourism business
Marketing environment can be determined as the marketing team are refereed as the
forces and factors that affect the organizations of maintaining successful relationship and the

ability to build relationship with the customer's. It can be understood with the help of micro and
macro environment (Blanke, 2007). Surrounding of marketing has appreciable effect on the
enterprise of Thomas Cook on the tourists to explore Morocco and Egypt. Below given is the
impact of marketing environment:
Micro environment: Following are the impact on Egypt and Morocco:
 Customers: Customers are the one because of which firms get to know whether there are
gaining profit or loss. In this context, it is very essential for Thomas Cook to understand
all the requirements of the customers and accordingly providing those services which
would help them in attracting customers. For the summer holiday trip to Morocco and
Egypt will be successful only when organisation provide the entire required thing which
would satisfy their customers. The impact of consumers on Morocco and Egypt tour is
that if the designed tour package lacks in areas of quality or security features, then
consumers are likely to get dissatisfied. They should focus on providing their customers
with high quality services with the help of which Tomas Cook would be able to attract
more and more customers and it would also help the firm to gain profit.
 Competitors: There are many other tourism agencies who are competitors of Thomas
Cook. These competitors may have same holiday tour to Morocco and Egypt. As a result,
the services provided by the firm should be very good compared with its competitors or
else customers will prefer that firm which provide them better services at cheap price. As
far as the holiday to Morocco and Egypt is concerned, competitors would be affected if
the Thomas Cook provides their customers with discounted offers or if they provide them
with additional services at same price. This type of strategy would surely affect the
competitors of Thomas Cook by reducing their sales.
 In this regard, the need on part of Thomas cook is to make the packages really attractive
in terms of pricing so that consumers stick to Thomas cook rather than moving towards
competitors. In this regard, a medium pricing level is a must. His is as low pricing can
impact Thomas Cook by reducing profits. High pricing can impact the company by
making them move towards other competitors.
 Suppliers: They are one who delivers the required materials to the customers like food,
transportation, accommodation, etc. it is very important that Thomas Cook select capable

suppliers who would be helpful in satisfying the needs of the customers or else this would
negatively affect the firm. The impact on the suppliers on the holiday to Morocco and
Egypt is that if the suppliers provide food, accommodation and entertainment in the best
possible manner then the consumers are likely to get happy and satisfied. This may led to
a positive impact thereby making them come back.
Macro-economics: Following are impact on Egypt and Morocco:
 Politics: In both the countries that is Morocco and Egypt encourages the patrons to
investigate the amazing beauty by liberalization to modulate so that the organization can
enter the market easily (Devashish, 2011). Business opportunities are provided by the
legislative head in order to ease the norms in systematic agreements with respect to
security. For this purpose of customer’s security, Thomas Cook should provide insurance
so that customers feel secured. Impact of this would be positive as customers would
develop confidence and trust towards the firm. They are likely to come back for the
services offered by Thomas cook to more such tours in future. In present scenario, Egypt
being a tourism hub may ked to cause losses due to security issues.
 Economy: In terms of economic conditions of up, it has been found that consumers do not
afford tours during recession period. This is as they face the issue related to lack of
money and cannot afford much traveling (Chevalier and Serre, 2012). This led to
bringing a reduction in the overall traveling activities. But when an improvement is seen
in economy then people show an interest to travel to Egypt. But security can again act as
a concern. In this regard it is suggested to Thomas cook to look for better destinations
rather than focusing on Egypt and morocco.
 Demographic: Thomas cook is required to lay special emphasis on the demographic of
their customers (Ndubisi, 2006). This is as these are people who are being targeted by the
company. Hence focusing on demographics is likely to make sure that the packages are
attractive. In this regard, of the company targets couples then packages of adventure to
Morocco can be made. In the same way, if they are targeting students then focus will be
on Egypt educational centres.
 Technology: In order to connect large stream of people in an effective way, increased
globalization is helpful in triggering the marketeers. Improvement in technology has