Marketing in Travel and Tourism

Marketing in travel
and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
Different types of segment regarding travel and tourism............................................................1
Types of Marketing strategies in tourism sector..........................................................................2
Types of positioning strategies....................................................................................................3
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
TUI AG is known as the Anglo -German multinational travel as well as tourism firm . It's
headquarter is in Hannover, Germany. It is considered as the largest travel as well as tourism
firm within World (Park, Seunghyun 2016)
. Firms owns hotels, travel agencies, retail stores, cruise ships. TUI operates 380 hotels as well
as 16 cruise ships all over the world by ownership.
Different types of segment regarding travel and tourism
Market segmentation is considered as the process regarding to divide the target market
into the smaller as well as more defined categories (Park, Seunghyun 2016)
. It segments audiences and consumers into the group that can share characteristics that are
similar such as interests, location or needs.
Basically there are four types of market segmentation are mention below
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Geographic segmentation
Demographic segmentation- It is considered as one of the most common as well as popular
types of market segmentation. It focuses on statistical data regarding a group of individuals.
Examples of the Demographic market segmentation such as
Age, income ,gender ,family situation, education, Annual income, Family situation, location,
Ethnicity (Harahsheh, Haddad and Alshorman, 2019). If focuses on the example B2C
demographic segmentation must be a vehicle manufacture that can able to sells a car as firm
must likely target the audiences that have the higher income. While the another examples such as
brands that can able to sells an company platform regarding marketing (Tussyadiah, Wang and
Jia, 2016). It can target the managers ( marketing) within at larger firm such as 500 + employees
that have the capacity to make buying decisions regarding for their teams.
Psychographic segmentation- It categories consumers as well as audiences through factors that
are related to their characteristics as well as personalities. Such as values, attitudes, interest,
lifestyle, Personality traits and priorities and many more. These segmentation focuses on the
factors that are more difficulty to recognises as they are consider as subjective as they are not
considered as data focused as well as needs research to understand and uncover (Park,
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Seunghyun 2016). Such as Luxury brand might choose to focuses on the consumers that values
status and quality.
Behavioural market segmentation
As psychographic and demographic segmentation both focuses on who are the clients , here
behavioural focuses on how the clients acts (Camilleri, Camilleri and Acocella, 2018). Such as
Spending habits, brand interactions, User status, Buying habits and many more.
Behavioural segmentation needed to know about the actions of consumers. These are the actions
that are related that how the consumers communicate with other brand (Park, Seunghyun 2016).
Here if focuses on the B2B with this segment might be luxury car brand that can choose to target
the consumers that can buy a high end vehicles within the past of few years.
Geographic segmentation- It is considered as the simplest type of the segmentation that can be
categorized consumers based on the borders of geographic. Examples of Market segmentation
are City, ZIP code , Climate, Nations, Radius around a specified location, Urban or rural. These
are the segmentation can focuses on the geographic boundary for example ZIP as well as type of
area such as size as well as type of climate. Such as these of geographic segmentation may be
luxury car firm as they can choose to target consumers that live within warm climates that
require to be equipped for weather such as snowy (Park, Seunghyun 2016). The marketing
platform focuses their efforts of marketing around city, urban centres that might target
consumers to work.
TUI have segmented their customers on basis of demographic segmentation. Here, they
are providing various services to people on basis of age, income, gender, etc. and offer types of
services.
Types of Marketing strategies in tourism sector
The target market strategies adopted by TUI is described below :
Social media
In today's world there is impossible to ignore of social media. They could hire to a social media
manager that have money to burn and also post the products on the platform of the social media.
By posting anything finds the relevant as well as useful information that aids audience to know
more about the business. TUI uses various platforms such as Snapchat, Instagram or twitter to
reach out the businesses or even interact with the consumers that might be looking for services
and products (Tussyadiah, Wang and Jia, 2016). It is considered as very powerful marketing.
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