Marketing in Travel & Tourism

Marketing in Travel &
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
Segmentation of Contiki .............................................................................................................3
Target marketing strategies and strategy adopted by Contiki......................................................4
Principles of positioning and importance of positioning.............................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the means by which the organization communicates, connects and engages with
their target customers and meeting their needs in a profitable manner. Contiki is a tour operator
company and is the subsidiary of The Travel Corporation. It was founded in 1962 by John
Anderson. In the further report light will be put on principles of segmentation, targeting and
positioning of Contiki.
Segmentation of Contiki
Market segmentation is the process of dividing the target customers into smaller groups,
segments based on similar needs, lifestyle, common interests, etc. market segmentation should
have these following features : it should be measurable, accessible, substantial, competitive
(Dolnicar, Grün. and Leisch, 2018). For the company to reach their ad campaign or marketing
message, travelling schemes etc to right audience, segmentation is important and if not optimized
properly Contiki might end up with lots of wastes advertising dollars. Market segmentation by
tour and travel businesses are done based on :
Geographic Segmentation : tourist needs differ as per geographic regions. Therefore, to
market the tour packages and other travelling schemes, the company must understand the needs,
attitudes, desires of the people. The segmentation of market is done by considering factors like
tourist's place of origin. Tourist of different places are brought up with different cultures, and
they have different behaviours therefore this factor plays an important role.
Demographic Segmentation : The market is segmented by taking into consideration
tourist's age, gender, marital status, ethnicity, religion, income, education, family members etc.
Advantage company gets from this segmentation is information is relatively easily accessible and
low-cost to obtain. Tours and travels companies generally makes the segments based on age,
income level and family members.
Psycho graphic Segmentation : Groups in this segmentation are according to tourist's
lifestyle like their activities, interests, opinion and values. If the company is targeting tourists for
adventure sports their market will be tough and strong adventure seekers. As the people are
young therefore belong to low budget group. So the company should segment their market with
an idea that among certain categories of tourists they should try to find some similarity.