Marketing in Travel and Tourism

This document discusses the core concepts of marketing in the travel and tourism sector, the impact of marketing environment on businesses and tourist destinations, factors affecting consumer motivation and demand, and the principles of market segmentation. It also explores the importance of strategic marketing planning and the relevance of marketing research and market information to managers in the travel and tourism sector.

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Marketing in Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for travel and tourism sector.....................................................1
1.2 Impact of marketing environment on individual businesses and tourist destination.............2
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector..........3
1.4 Principles of market segmentation.........................................................................................4
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning..........................................................................4
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector............................................................................................................................................5
2.3 Assessing the influence of marketing on society...................................................................6
TASK 3............................................................................................................................................7
TASK 4..........................................................................................................................................14
4.1 Integrated nature and role of promotional mix....................................................................14
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
In the current era of globalization, travel and tourism is also one of the main flourishing
industry and thus it influences tourists to visit different parts of world. Therefore, marketing team
of travel company aims to prepare attractive tour package so that they can influence large
number of tourists from around the globe (Ashworth and Larkham, 2013). Also, identifying the
needs and preferences of buyers results into providing them particular products or services and
enhance tourism within country. Through enhancing the quality of product it results into
overcoming competitor's strategy and thus results into performing desired actions. While
planning tourism activities it involves different activities such as recreation, leisure, business,
sports tourism etc. Also, high growth has been noticed within tourism industry due to rising
demand and supply among tourists (Bordoni, 2011). Main aim of developing marketing
strategies is to attract wide range of customers and thus enhance the sales of tour plan in order to
improve business performance. Present study, undertakes the famous tour operator i.e. Thomas
Cook and thus aims to prepare effective summer 2017 holiday plan to visit Morocco and Egypt.
Report also aims to focus upon presenting promotional plan for summer holiday tour package.
TASK 1
1.1 Core concepts of marketing for travel and tourism sector
Marketing is the process that helps companies to create value for its customers and
community and thus results into strong customer relationship in regard to capture value from the
customers in return (Carrier and Macleod, 2012). There are different concepts of marketing that
needs to be underpin by Thomas Cook which are as follows-
 Needs and wants- It is one of the main concept of marketing for travel and tourism
sector and assesses the needs and wants of visitors. Through identifying the requirements
of customers and provide them significant information regarding the tourists places it
helps in designing appropriate holiday package and provide luxurious services to
customers. Thus, it helps in satisfying the needs and wants of tourists (Gretzel and Yoo,
2008). Thomas Cook aims to involve effective tour package and thus meet the
requirements of clients.
 Products/services- It is another concept of marketing and thus involves varied travel
products/services which is offered by Thomas Cook in order to influence customers who
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plans to visit any destination. There are different products/services which involves extra
services, recreational facilities etc. which is being provided to their guests who obtain
holiday package (Hall, Timothy and Duval, 2012). Furthermore, services also involves
restaurant booking, cab facilities, sightseeing, cruise facility etc.
 Satisfaction- Such concept assesses that marketing within travel and tourism sector
involves satisfaction level of customers. However, if customers are satisfied from the
services being provided to them then it would help them to retain for long time period.
Additionally, Thomas Cook aims to provide the best satisfactory travel services so that
results can be attained (Kotler, Bowen and Makens, 2006).
 Market- It is considered as the place where buyers and sellers meet in order to carry out
transactions. Therefore, Thomas Cook aim to identify its marketplace and then carry out
effective marketing practices so that best quality tourism products or services could be
delivered so that set targets can be attained (Middleton and Clarke, 2012).
1.2 Impact of marketing environment on individual businesses and tourist destination
Thomas Cook is the world's best renowned travel agency and thus provides wide variety
of tour packages so that customer satisfaction can be attained. The marketing environment
involves both internal and external that affects the business operations of Thomas Cook. Cited
firm focuses upon planning tour packages for summer 2017 and thus identify different marketing
environment which directly influences the individual businesses and tourist destination i.e.
Morocco and Egypt (Swarbrooke and Horner, 2012). Following is the impact of marketing
environment factors which are described underneath-
 Competitors- It is one of the key factor within marketing environment and thus directly
impacts upon travel and tourism business. For instance, it is essential for firm to prepare
effective marketing strategies as compared to rival so that they can attract more number
of tourists towards them (Timothy, 2011). Thomas Cook possess different competitors
such as Thompson, TUI etc. which also deals in delivering similar travel services to
various tourists. Thus, the impact of such factor upon business is that it is essential for
firm to change their strategies and provide similar package to customers.
 Customers- It is another factor of marketing environment which impacts upon business
operations and also helps in identifying the changing needs and trends among customers.
Thus, through identifying the same it would help Thomas Cook to bring required changes
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within firm and thus provide appropriate travel package to tourists (Law, Leung and
Wong, 2004). Further, the impact of customers upon travel and tourism results into
changing their business activities and thus influence visitors towards particular
destination.
 Environment condition- Such factor helps in assessing that Thomas Cook need to
consider the environmental condition before preparing the travel package for summer
2017. As business is planning holiday package for Morocco and Egypt so that
environment condition could be maintained. However, changing in climatic conditions
would impact upon the business of Thomas Cook while planning summer holiday
package 2017 (Uzama, 2009).
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector
Thomas Cook is required to identify different factors that influence consumer motivation
and demand within travel and tourism sector. However, at the time of planning tour package of
summer 2017 holidays it could be assessed that tour operator need to identify varied factors that
affect the motivation of consumers towards obtaining the tour package which are as follows- Price- It is one of effective factor that affects the motivation of consumers towards
purchasing the products. However, it is essential for Thomas Cook to undertake
penetration pricing strategy in order to keep the prices low of tour package and thus
influences the demand of tour package among consumers (Farrall and et. al., 2010). Promotion- Further, it is another factor that that affects consumer motivation and
therefore it is essential for firm to undertake effective promotional campaign so that tour
plan to Morocco and Egypt could be promoted. For instance, Thomas Cook adopt social
media and TV advertisement method for promotion so that consumer demand can be
enhanced (Hawkins and Middleton, 2009). Product- It is essential for Thomas Cook to identify the product range developed for
promoting the tour package and thus it is significant for business to enhance the demand
of consumers. Therefore, it is significant to promote summer 207 tour plans and enhance
tourists towards the business to enhance sales and profitability (Medlik, 2000).
 Seasonal- Such factor influences the consumers as change in season affects the demand
of tourists to visit the particular destination. Therefore, it is essential for tour operator to
identify the best climatic conditions and then select the destination for attracting tourists.
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However, if the weather conditions of Morocco and Egypt are not appropriate then it will
decrease the consumer motivation to purchase the tour package (Pender and Sharpley,
2005).
1.4 Principles of market segmentation
Market segmentation is considered as the process which helps in dividing the target
market into different segments such as demographic, geographic, psychographic and behavioural
etc. All such factors assists in segmenting the market into different products or services so that
market share of firm could be enhanced. It involves demographic factors upon which market
segmentation could be done which involve age, gender and income (Vargas-Hernández, 2012).
Thomas Cook identifies the market segment upon such basis and then provides the tour plan to
customers. Thus, through identifying the market segment and then prepare effective planning in
order to promote tourism and thus enhance sales and profitability of firm in market. Additionally,
key principle of market segmentation is that it helps in supporting Thomas Cook and enhancing
the alignment so that services can be enhanced in terms of delivering better quality customer
service and attain desired growth and targets.
Furthermore, it can be assessed that through segmenting the marketplace it helps in
benefiting the manager of Thomas Cook to measure and identify the needs of of travellers and
provide them best summer tour package for Morocco and Egypt. In addition to this, market
segmentation is also useful for carrying out marketing planning and benefits the manager in
terms of improving marketing plan and thus fulfils the needs of customers (Riege and Perry,
2000). Through carrying out segmentation it helps Thomas Cook to carry out an effective
marketing plan for summer tour package 2017 and accomplish the desired targets so that set
results can be attained. Hence, it is essential for firm to undertake demographic market
segmentation in terms of carrying out the principle and selecting age, gender, income etc, of
customers and then prepare the tour package for summer 2017 and thus enhance market share.
TASK 2
2.1 Importance of strategic marketing planning
Strategic marketing planning helps in preparing appropriate tactics so that needs and wants
of customers could be fulfilled. Main significance of preparing such marketing planning assists
marketing manager of Thomas Cook to focus upon developing effective strategies in relation to
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improve the business performance. Thus, adopting strategic marketing planning tool assists in
developing effective strategies in relation to influence customers towards the prepared tour
package of summer 2017 to Morocco (Underberg-Goode, 2014). Thus, Thomas Cook identifies
the needs of customers and then prepare effective tour plan so that it enhances the sales and
profit margin of firm. For instance, in order to promote the tour plan among customers it is
essential for firm to carry out effective marketing planning with the help of social media, TV
advertisement etc so that large number of customers could be attracted. Following are the
different strategic marketing planning tool that would help manager of Thomas Cook to support
the firm in different ways which are as follows-
 It is essential for Thomas Cook to understand the geographical area and then prepare
effective marketing planning so that physical location of destination so that they can
easily formulate the holiday package to Egypt (Concept And Meaning Of Tourism
Product. 2015).
 Additionally, importance of strategic marketing planning for the destination helps in
supporting and gaining in-depth knowledge so that social and cultural aspect of Egypt
could be enhanced in order to enhance tourism within the country. Thus, manager of
Thomas Cook can easily create summer holiday 2017 package for Egypt and influence
tourist to visit the destination (Evans and Shaw, 2004).
Furthermore, carrying out effective strategic marketing planning helps in enhancing
tourism within Egypt and manager of Thomas Cook need to prepare proper tour package for
summer 2017 in regard to improve the travel services and improve customer experience (Kapiki,
2012).
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector
Marketing research is considered as the effective process that helps in collecting crucial
information in order to identify the needs and wants of customers so that sales and profitability
could be enhanced. Further, also selecting crucial information related to market assists in
improving travel and tourism sector and enhance profitability of Thomas Cook. Management of
firm needs to obtain significant market information and thus identify the travel pattern of
customers which proves to be beneficial for firm to prepare appropriate travel package and
enhance tour operations within country (Maggioni, Marcoz and Mauri, 2014). In addition to this,
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it is also useful for firm to identify the needs and wants of customers through carrying out market
research and fulfils their needs and wants in terms of improving customer experience.
However, with the help of carrying out effective market research it helps the management
of Thomas Cook to assess the travel needs of customers and their preference of visiting Egypt.
Therefore, such crucial information needs to be collected in terms of enhancing the market share
and thus raise the performance of firm in market. While, planning the tour package it helps
manager of Thomas Cook to involve the places such as Cairo, Giza and Taba within the tour
package so that large number of visitors get attracted towards the places. Further, through
carrying out proper market research it is essential for firm to assess the information that helps in
supporting the information so that best results could be attained (Hawkins and Middleton, 2009).
Thus such market research also assists in ensuring that with the help of forecasting the demand
of customers regarding the tourist destination helps Thomas Cook to attain desired results.
Market research also assists in obtaining significant information that helps in influencing tourists
towards the particular destination and enhance the profit margin of firm.
2.3 Assessing the influence of marketing on society
Marketing is considered as the crucial concept that helps in promoting the products or
services in market and influence target customers towards firm. Therefore, it is essential for
business to identify the influence of marketing on society and assesses that Thomas Cook need to
obtain the significant information regarding products or services available within society and
assess the impact upon the same (Medlik, 2000). Here, the marketing manager of Thomas Cook
need to assess the positive marketing strategy otherwise it will negatively impacts upon society.
Therefore, it is essential for firm to undertake effective marketing strategy and thus positively
influence upon the society and attain desired results. Main impact of marketing on society is that
it results into consumerism that helps in focusing upon the needs and preference of customers so
that manager can easily create effective summer 2017 tour package for Morocco and Egypt.
Thus, through preparing effective marketing strategy it helps in proving positive brand image
upon society and raises business performance so that set results can be attained (Pender and
Sharpley, 2005).
Furthermore, there are different marketing strategies which are being used by the marketing
manager of Thomas Cook and make sure that it does not impact upon society and individual
belief. Also, it is essential for the manager of firm to carry out effective marketing of travel and
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tourism company and focuses upon adopting different strategies so that ethical standard need to
be followed in terms of improving the business performance and delivering positive image of
firm in market. Moreover, it is significant that marketing strategy or action plan assists in
developing positive influence upon the society in regard to meet the needs and wants of
customers and thus offer them crucial tour package so that sales and profit of firm could be
increased (Vargas-Hernández, 2012).
TASK 3
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It is one of the main element of marketing mix and thus Thomas Cook main product is summer
2017 holiday package to Morocco and Egypt. Thus, such product needs to be related to quality
so that satisfaction of customers can be attained. Hence, it faces several issues in relation to
identify the needs of customers before preparing the travel package and therefore it is essential
for firm to develop appropriate products or services so that desired results can be attained.
Therefore, it is essential for Thomas Cook to identify such issues and thus overcome the
challenges in regard to prepare effective travel package.
Another issue in relation to price is that Thomas Cook need to prepare the package and set the
prices at affordable rate so that customers can be attracted towards it. However, such changes
would result in influencing the travel package and influence customers so that best results could
be attained, In order to resolve the issue faced by Thomas Cook they aim to adopt penetration
pricing strategy in which they keep the prices low in order to influence more number of tourists
within firm to visit Morocco and Egypt.
Such issue also influences the travel package and thus results into identifying the place where
travel plan would be sold by Thomas Cook. However, it is essential for cited firm to identify the
place such as physical store or online sources would be suitable for selling tour package to
Morocco and Egypt. Thus, selecting the best distribution channel is considered as one of the
issue being faced by firm.
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It is one of the main element of service sector mix and assesses that Thomas Cook needs to
undertake effective internal marketing element so that firm could market its products or services
through internal team. Main importance of such element is that it is beneficial for firm to develop
effective strategies and encourage its workers to promote the travel package to Morocco and
Egypt so that large number of customers could be attracted towards firm.
Further, it is another element of service sector mix and thus assesses that Thomas Cook need to
focus upon adopting interactive marketing and thus communicate in an effective way so that best
results could be attained. Also, it is one of the main promotion aspect that results into developing
Morocco and Egypt and influence customers towards firm. Further, cited firm aims to involve
feedback of customers so that service dimension could be improved and thus results in
improving the service dimension so that more number of customers could be attracted towards
firm.
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It can be stated that Thomas Cook is required to promote its products or service quality in regard
to influence large number of buyers and thus promote the tour package of Morocco and Egypt so
that competitive advantage can be attained. However, it is significant for firm to improve its
service quality and thus attain maximum satisfaction among customers.
At the time of promoting tour package to Morocco and Egypt, Thomas Cook need to carry out
suitable packaging so that customers could be attracted towards firm. Also, preparing appropriate
brochure which contains information regarding the destination helps in attracting customers
towards firm and raising the sales and profitability of firm in market.
Thomas Cook possess the main significant aspect of developing effective partnership with
different agents and thus prepare appropriate tour package for summer 2017 to Morocco and
Egypt and thus deliver the same to customers. Therefore, it is essential for people to perform the
actions in an effective manner.
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Thomas Cook aims to make effective relationship with different hospitality service provider so
that they can inform consumers regarding the same. For instance, consumers preferring to visit
Morocco and Egypt to provide accommodation facilities and thus raise the performance of firm
in market.
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Further, it is another tourism product and thus Thomas Cook requires to maintain effective
relationship with different airlines so that they can provide efficiency facilities to customers. For
instance, joint partnership with airlines helps in determining the needs of customers and thus
enhance the travel experience of customers to Morocco and Egypt.
Thomas Cook requires developing effective relationship with other tour operators so that they
can identify their marketing strategies and then prepare their own so that helps in influencing
large number of customers towards Morocco and Egypt.
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TASK 4
4.1 Integrated nature and role of promotional mix
Promotional mix plays a crucial role in order to promote the products or services towards
customers and thus influence them to purchase the same and make consumers aware regarding
the available travel package of Morocco and Egypt (Andrews., 2002). Thomas Cook aims to
adopt effective promotional mix elements and thus improve the sales and profitability of firm in
market. Firm need to promote its summer tour package 2017 to Morocco and Egypt by adopting
different elements which are as follows-
 Advertising- It is one of the main element of promotion and thus Thomas Cook
undertakes advertisement method in regard to promote the tour package to customers. It
is essential for firm to advertise the crucial information in terms of promoting the
operations and thus developing unique brand image in market and improve performance
of firm in market (Bowie and Buttle, 2009).
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 Social media promotion- Further, it is essential for Thomas Cook management to
promote its tour package on social media websites such as Youtube, Facebook and
Twitter in order to attract wide range of customers. Such promotion is also considered as
effective in terms of raising consumer base (Colling and York, 2009).
 Personal selling- Thomas Cook also needs to focus upon developing personal selling
through appointing sales executives and thus they need to improve the relationship with
customers and provide them crucial information regarding tour plan. They also play a
crucial role in customizing the tour package as per the needs of customers and thus sales
can be enhanced (Dale, 2005).
 Sales promotion- It is another promotional tool and thus helps firm to enhance the sales
through providing wide range of offers and discounts to attract customers. Thomas Cook
uses such method in regard to provide additional discounts and offers to clients so that
they can agree to visit Morocco and Egypt (Endy, 2007).
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In order to spread or promote the awareness regarding the new summer holiday package that is devised by Thomas Cook to Egypt and Morocco the
cited firm engage in integrating different promotional mix elements. For the promotion of summer holiday package 2017 the tour operator focuses on
using integrated online and offline promotional mix element.
Plan and Integrate promotional mix for Thomas cook Summer Holiday package
2017
Therefore, in the present context for promoting and
advertising tour package marketing manager must focuses
on using the marketing campaign such as engaging in
internet marketing activities such as using search engine
optimization tools, using social media marketing
techniques such as Facebook, Youtube, Twitter etc. so that
large number of customers or travellers get attracted
towards it. With the help of using social media marketing
tools company can easily promote the images and video of
their destination on the online platform so that travellers
may come to know regarding the packages and the sight
seeing that is included in the packages.
Therefore, it has been justified that using social media marketing tools and e-brochure for promoting the summer holiday package of Thomas
Cook it is beneficial for the company as it generate the sales of their packages. Along with this, using online tools for promoting the tour
package also enhances their market reach through targeting large number of the customers across the region.
Sales promotional technique that is used by Thomas Cook Summer Holiday
packages
The company also ensure using the sales promotion techniques in form of offering
discounts on the summer holiday tour packages such as customers who book the
tour packages before April would get additional discount of 30% on the packages.
On the other hand, another element in the
promotion mix that is used by Thomas Cook
include e-brochure that they publish on their
official website so that visitors may come to
know regarding the tour packages that are
offered by cited tour operator.

CONCLUSION
It can be concluded from the report that travel and tourism is a flourishing market and
thus it is essential for tour operators to develop its product and service dimension so that large
number of customers could be attracted. Therefore, it is essential for firm to identify different
factors in regard to manage demand and supply of products or services and thus raise business
performance. Thomas Cook also assesses different issues in relation to undertake effective
marketing mix strategy and overcome the same so that best information could be delivered to
customers. However, developing effective tourism product it involves different elements such as
airlines, food and beverage industry, hospitality firms etc, needs to be included so that best tour
package could be provided to customers visiting Morocco and Egypt.
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