Marketing in Travel & Tourism Report : Thomas Cook

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core marketing concepts in travel and tourism.....................................................................1
1.2 Effect of marketing environment..........................................................................................2
1.3 Factors which affect demand and customer motivation........................................................4
1.4 Principles regarding market segmentation............................................................................5
TASK 2 ...........................................................................................................................................6
2.1 Importance of strategic marketing plan.................................................................................6
2.2 Relevance of market information and market research.........................................................7
2.3 Effect on society due to marketing........................................................................................8
TASK 3 ...........................................................................................................................................9
3.1 Issues in marketing mix elements.........................................................................................9
3.2 Benefit of service sector mix element.................................................................................10
3.3 Concept regarding total tourism product.............................................................................10
TASK 4..........................................................................................................................................11
4.1 Role of promotional mix.....................................................................................................11
4.2 Promotional campaign plan of Thomas Cook.....................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is explained as a wide activity or a term which is very beneficial for each and
every sector who are making their operations in market. It is defined as an activity in which an
organisation make delivery of good quality of services and products to their consumers. This
activity will be supportive for a company in increasing sales as well as maximizing profits and
revenues. All various practices or activities in tourism and travel sector will help industry in
getting high amount of customer satisfaction (Biggs, 2011). In relation with all this information,
the mentioned research will help in understanding the major marketing concept in tourism and
travel sector. So as to achieve large competitive advantage, it is necessary for an organisation to
make adoption of different marketing policies so as to achieve success. This report is based on
the topic of marketing in travel and tourism which is based on the case study of Thomas Cook.
Thomas Cook is a British travel company which is being listed on London Stock
Exchange, it began its international travelling company in the year 1841 and have a good name
in the field of travel. Various practices are also there in activities of marketing which will help an
enterprise to obtain information regarding the terms and conditions of market and also in regards
with competitors of the particular sector. With the assistance of the marketing plan, Thomas
Cook will be able frame several effective strategies and techniques in order to develop edge on
competitors.
TASK 1
1.1 Core marketing concepts in travel and tourism
Thomas Cook is one of the largest operator in tourism industry in UK. The organisation
is doing very good in giving various services to its customers as per their needs and wants. Since
current times, the company is showing interest for the development of various cultural package
regarding the visit of several days to various places which will include Denmark, Amsterdam,
Porto and Lisbon. In this relation, various considerations and concepts will be explored in
relation to marketing in industrial sector of tourism and travel (Butler and Russell, 2010).
The centralized action regarding the success in future of travel industry is a major point
which are used to understand the different trends and also utilize positive impact while
minimizing negative one. Now a days markets are growing at very fast rate require strategic
management which is related with continuous and fast growth. Strategy can be defined as the
1