Marketing in Travel and Tourism

Marketing In Travel
And Tourism

Table of Contents
Introduction......................................................................................................................................3
Discuss the organisation segments its customer base................................................................3
Discuss the type of target marketing strategy adopted by your organisation ............................4
Discuss the positioning strategy used by organisation................................................................5
Conclusion.......................................................................................................................................6
REFRENCES...................................................................................................................................7

Introduction
Just You Travel is an organisation functioning within the confines of travel and tourism
industry of UK. This company currently provides cultural packages for a 6 day tour to 4 diverse
locations named Porto, Lisbon, Amsterdam and Denmark. It is a renowned organisation which
strives to appeal to a large base of audience through its appealing tour packages.
Discuss the organisation segments its customer base
Market segmentation can be referred to as the process whereby a market is divided into
small segments. The major reason behind the organisations segmenting the market is that it is not
possible for a corporation to target the whole market. Thus, they divide the market and select the
most potential target customer group on the basis of which the business can earn high revenues
and profits. In this regard, it has been identified that market segmentation is done by businesses
operating within travel industry on 4 bases. All of these bases are briefly described beneath:-
Demographic Segmentation: This is defined as a type of market segmentation whereby
the market is divided into small sections on the basis of demographics of the population. People
differ from each other as per their demographic characteristics and this is tapped by businesses
across the globe. In this regard, the various aspects on the basis of which segmentation is carried
done by travel and tourism company hereby is age, marital status, level of education, occupation,
ethnicity, gender and many more.
Geographic Segmentation: Hereby, an entity segments the market on the basis of
geography or in other words region. In this regard, the various aspects hereby according to which
market is divided by travel and tourism companies are country, city, county, region and many
more. It is often seen that the consumption behaviour of consumers differ on the basis of the
location. The marketing technique used by businesses thus vary in accordance with it.
Psycho graphic Segmentation: Herein, an entity seeks to divide the market on the basis
of psycho graphics or lifestyle elements. This is basically concerned with aspects such as
personality, lifestyles, values, traditions, customs, interests, ideology and opinions of people.
Travel and tourism businesses analyse the consumer psycho graphics and thus select an aspect on
the basis of which they target the audience. Usually, that segment is selected whose lifestyle
pattern is aligned with the tour packages provided by the company.