Tourism and Hospitality Sales and Promotion

This report discusses a new digital marketing campaign to emphasize upon eco tourism and preservation of the natural flora and fauna for Intro Travel Australia. It includes a promotional campaign strategy, target market, communication objectives, competition, and suitable KPIs.

Running head: TOURISM AND HOSPITALITY
TOURISM AND HOSPITALITY
Name of the Student:
Name of the University:
Author’s Note:

2TOURISM AND HOSPITALITY SALES AND PROMOTION
Sender’s Name
Title/Position of Sender
Recipient’s Name-Daniel
Recipient’s Title/ Position-CEO
Recipient’s Organization Name- Intro Travel Australia
Dear Mr. _Daniel______________,
This is to bring to your notice that we have undertaken an in depth market survey for our
company Intro Travels. We have realized that in order to gain a good market share, we need to
develop a new marketing promotional campaign. Hence we have decided to develop a
campaign on the concept of co tourism by making customers aware about the importance of
preserving the natural plants and animals.
I have thought of developing a campaign that will be mainly focused on the targeted customers
via the digital platforms like facebook, twitter and instagram. As per my knowledge the online
medium is the most widely used mediums of the modern day scenario and will help in
developing a proper connection.
I would like to hear from you on this matter and also expect a positive re3ply for passing the
budget.
Sincerely,
Enclosure: Report on the Promotional campaign
along with the expected Budget
________
Signature of Designated OfficialDate
Intro Travels
Australia
Phone: [phone]
Fax: [phone]
Email:
Letter of Transmittal
Letter of transmittal

3TOURISM AND HOSPITALITY SALES AND PROMOTION
Executive Summary
Travel and Tourism industry has become one of the largest sources of income in the modern day
scenario. Large amount of revenue is generated every year from the tourism sectors. Australia is
a land of scenic beauty adorned with mountain, sea beach and the extensive range of flora and
fauna. However there is a tough competition in the modern day scenario. In order to stay in this
competition, the DMO or the tourism enterprises will have to develop newer innovative
strategies. Developing interesting marketing campaigns will be a very useful source for
appealing to the customers. Intro Travel is one of the well know tourism enterprise of Australia
who have been developing themselves since 2005 for the overall betterment of their business so
that they can develop the overall business off their organization and can also give a better
experience to their customers. This report has developed a new digital marketing campaign to
emphasize upon eco tourism and preservation of the natural flora and fauna.

4TOURISM AND HOSPITALITY SALES AND PROMOTION
Table of Contents
Introduction......................................................................................................................................5
Discussion........................................................................................................................................5
Promotional campaign strategy.......................................................................................................5
Direct selling................................................................................................................................6
Rationale sources for this choice of strategy...................................................................................7
Target market(s)...............................................................................................................................8
Communication objective................................................................................................................8
Competition.....................................................................................................................................8
Communication of the promotional campaign................................................................................8
Suitable Key Performance Indicators (KPIs)..................................................................................9
Customer Metrics.........................................................................................................................9
Employee Turnover Rate (ETR)................................................................................................10
Conclusion.....................................................................................................................................11
Reference list.................................................................................................................................11
Appendix........................................................................................................................................13

5TOURISM AND HOSPITALITY SALES AND PROMOTION
Introduction
DMO or the destination marketing organizations or the tourism sectors have become
highly popular in the modern day scenario. They are occupying one of the major sections in the
overall income of the gross national income of the country, a large amount of revenue is being
generated from the travel and tourism sectors. Therefore it is the duty of the Government to
make sure that they are trying to develop the position of the tourism sectors so that they can
develop all the new and the innovative strategies for the greater satisfaction of the targeted
customers. Intro Travel is one of the well know tourism enterprise of Australia who have been
developing themselves since 2005 for the overall betterment of their business so that they can
develop the overall business off their organization and can also give a better experience to their
customers. Intro Travel company is a privately held and was started in the year 2005
(www.introtravel.com. 2019). This company is known for the unique and the breath taking travel
experience that they have been rendering to all their customers every year. They have stepped in
the travel and tourism organization since the year 2005. The company is now being run by a total
strength of about 11 to 50 employees.
Discussion
Promotional campaign strategy
There is a huge competition in the travel and tourism sectors in the modern day business
scenario. In order to make sure that they are putting a very tough competition the other
competitive firms a lot of modern and innovative strategies are to be undertaken. It is for this
reason that the company will have to bring about a large number of appealing competitive
strategies. As there are a large number of travels and tourism companies developing in Australia,
Intro Travel has to reach out to the different targeted customers in order to convey their new
products and services that they are bringing into the market (Ghorbani et al. 2015). In order to
carry on with this work the company will have to develop some kinds of campaigns so that they

6TOURISM AND HOSPITALITY SALES AND PROMOTION
can reach out to a mass number of customers, A majority of the customers are tech savvy people
and the online digital mediums or the social media platforms like facebook, twitter, instagram
and the other such profiles are helpful for the conveying of the different messages across
different groups of customers. There are different kinds of promotional strategies that the tourism
companies can use. They are public relations, digital marketing, direct marketing and many other
such strategies.
Direct selling
The direct selling process can be conducted by using the mediums like emails, social
media marketing in order to covey all e recent and the updated information about their new
products services and offers along with the different kinds of discount coupons and other such
products among their targeted audiences. As per the opinion of Stewart, Warburton and Smith
(2016), direct marketing is useful as it helped the companies for announcing their new products
and their services among their customers. Intro Travel uses the mediums like blogs and the
other digital platforms like the website in order to declare or announce about their newly made
trips, the different new packages that they are about to develop and many other such aspects,
However, Pan et al. (2018) has argued that there are some drawbacks that can develop out of the
direct marketing system as it helps n undertaking the one way communication, In the modern
scenario it is essential for the company to develop a two way or a horizontal form of
communication so that they can also take the feedback from their customers and get to develop
the new and the innovative strategies for the better development of their services
The promotional strategy that the company will be using is advertising through the
digital advertising media. Selecting this particular medium is a choice for the company because
this will help Intro Travels to target the tech savvy people or the young adults and the office
goers and the business classes to market their new and their innovative goods and services. All
these groups of customers are usually busy in the different social media platforms most of their
time of the day. This will be helping them in order to get their messages conveyed across the
different Targeted customers at the right time.
The other advantage that Intro Travels Australia will be getting is the two ways or the
horizontal communication system. This will be helping them to get the feedbacks and the
innovative ideas from the customers. There will be a proper exchange of ideas and also a forum

7TOURISM AND HOSPITALITY SALES AND PROMOTION
where the company can get to know about the different expectations that are being put forward
by the customers.
The promotional campaign that the company will be using is advertising through the help
of digital medium. The campaign will be named as the I_LOVE _FLORA _AND
_FAUNA_SNAP_CAMPAIGN. This will be campaign where all the people will be asked to
upload their pictures or their selfie on the different social media platforms like instagarm and
facebook. These are the two most largely used platforms by all the youngsters and the other
customers in this modern day scenario. This campaign will mainly be targeted at the concept
of eco tourism or agro tourism along with the welfare of animals. The other important
aspect of the campaign will be to make sure that all the customers are getting strong
awareness about the different ways of preserving flora and fauna of their natural
surroundings. This will be a campaign in which the tourists will be getting information on how
they can prevent the large scale environmental pollution or the indiscriminative clearing of
forests and grasslands. This is in turn will naturally help in preserving the natural habitats of the
animals and the plants. This will be a very useful strategy in promoting the natural health and
welfare of the endangered spies of plants and animals in different parts of the world.
As the digital platforms like face book or instagarm are highly popular among people
using these platforms will be much beneficial for the tourists to know about the different new
activities that they will be getting in the near future.
Rationale sources for this choice of strategy
There is a strong need for the developing of the best campaign strategies so that the
company can easily reach out to the targeted audiences. There has been a sharp translation n the
needs and the demands of the customers. Therefore in order to survive in this highly competitive
market, the company will have to develop some kinds of new strategies that will be able to make
the customers get hooked to the same and start visiting the tourist spot in large amounts.

8TOURISM AND HOSPITALITY SALES AND PROMOTION
Target market(s)
The target market for this company is mainly the people belonging from the group of the
young adults, the students like the researchers and the other environmentalists as well. This is the
right group of customers for this company because they belong to this modern and new
generation. They are well aware about the different hardships that are going on over the
environment and also the natural flora and fauna.
Communication objective
 To promote the concept of eco tourism among the customers in and around Australia
 To help save the planet and focus more on the CSR
 To make sure that more number of customers are being brought under this campaign so
that they are able to understand regarding the need for protecting these species.
Competition
G Adventures, TopDeck, Global Basecamps and many other such companies are giving a
very tough competition to Intro Travel. They have started developing a very strong presence
across many parts of Australia in order to flourish in the long run. They are bringing about many
different kinds of innovations in order to make sure that they are giving a new experience to the
first time travelers and also the repeat travelers as well.
Communication of the promotional campaign
The communication will mainly be done via the posts and the pictures that will be
uploaded by the customers on the social media platforms (Randle and Hoye 2016). There will be
some advantages or facilities to be given by the company to their customers. The best image and
the best post will be given some free activities during the trip like bird watching, visiting the
local communities.

9TOURISM AND HOSPITALITY SALES AND PROMOTION
However the communication of this campaign will be done by sharing the details through
the posts uploaded on the social media platforms like facebook, company web page and others.
Paid form of advertisement can also be used so that the company officials can get a chance of
talking with their targeted customers by adding a touch of emotion and empathy (Ghorbani et al.
2015). This will help them in understanding the reaction of their customers over the new
campaign. Both the positive and the negative comments or the customer criticisms are useful for
the company in order to understand customer psyche and make sure that the actual steps are
being taken for dealing with the different feedbacks or the queries that are being raised by the
customers.
Suitable Key Performance Indicators (KPIs)
It is essential to make sure that the KPIs are being selected properly so that the company
can actually gauge the kind of work that can be achieved by the initiation of this particular
promotional strategy. The different Key Performance Indicators (KPIs) that can be used are
mainly from the people metrics. People metrics will be selected as Intro Travels Australia is a
travel and tourism company they will have to make sure that the customers are taking this
campaign in a positive manner and are agreeing to respond actively to the same.However it must
be made sure by Intro Travel Australia that the KPIs which they will be using are SMART in
nature so that they can be initiated within a right time and they can also bring the right desired
results within the proper time.
Customer Metrics
This is also one of the very useful metrics that the company must use for the purpose of
measuring the performance of their new strategy or their new marketing campaign. Being a
tourism or DMO enterprise the company will have to check if the customers understand the
actual objective of starting this promotional campaign and the different ways in which they can
actively contribute to the same (Ghosh and Siddique 2017). Intro Travel Australia will have to
make sure that more number of customers is taking part to make sure that the campaign is being
conducted in a proper way. It is specific in nature as the company will have to see if the

10TOURISM AND HOSPITALITY SALES AND PROMOTION
customers understand about the different hardships or the danger that is being inflicted upon the
flora and fauna around us. It is measurable in nature as the company will be able to find out
the number of customers who have visited the place after the initiation of the new strategy. In
other words the company will have to measure if the number of customers visiting the place has
increased or decreased after the new campaign has been started.
This is also achievable as Intro Travels Australia will have to make sure that they are
investing a good amount of money over their research and development R&D department in
order to see the patterns of the needs and the demands of the customers. There are different sub
categories or sub metrics that will be helping the organization to know if the customers are not
satisfied, very satisfied or extremely satisfied. This will be helping the organization to know the
different other new strategies that they will have to bring about in their organization to
understand what are the new expectations from the side of their customers and the different other
ways in which they can overcome the same. This metrics proves to be relevant enough as Inro
Travels is a new company and they will have to measure the number of customers who are
showing positive responses and the ones that were showing bad or negative responses. Therefore
the KPI will have to be one that is measurable in nature. KPIs will have to be time specific in
nature. This is because the company will have to implement these rules within a certain time
period so that they get the time to take the feedbacks from the customers and then find out the
proper solutions in order to solve them.
Employee Turnover Rate (ETR)
This metrics is used to check the amount of employee attrition that has taken place in the
organization after the initiation of the new Campaign or the new strategy. If it is seen that the
company is having a high ETR then they will again have to are assess the policies and the differ
acts that has been initiated. The company will then have to make some other metrics or revisions
like introducing better salary packages, reassessing the work environmental and other such
aspects for the betterment of employees. This is specific in nature as this will be solving some
specific issues like seeing if the employees are being able to channelize the proper objectives of
the I_LOVE _FLORA _AND _FAUNA_SNAP_CAMPAIGN among the targeted customers.
This is also measurable in nature as the company will be able to find out the number of
employees who have departed the company and divide it by the average number of employees.

11TOURISM AND HOSPITALITY SALES AND PROMOTION
This is also achievable in nature because if the company assess that more number of employees
have left the organization then the company will have to take better and newer strategies for the
overall welfare of the organization. This KPI is also relevant in nature as this will be helping
the company to know if they have to work over certain areas or objectives for the overall welfare
of the organization. This is also time based as the company Intro Travels will need at least some
time for checking if the employees are happy after the initiation of this new strategy and if they
have any kinds of complaints.
Conclusion
Thus it can be concluded that in order to survive in this tough competitive market the
companies have to put forward a very strong competition. This can be done by undertaking an in
depth R&D process to know the different strategies that are being used by their competitive
firms and what are the new trends that are coming up in the expectations of the customers. Intro
Travel Australia has already stared undertaking many initiates for promoting eco-tourism
activities and also local community uplifting programs. In order to develop further interest of
their customers the company will have to set up different kinds of innovative campaigns for
spreading the idea of eco tourism. This will also be knowledgeable in nature as many of the
researchers and the students will be able to know about the different other approaches that can be
brought under the context of tourism.

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Reference list
Ghorbani, A., Raufirad, V., Rafiaani, P. and Azadi, H., 2015. Ecotourism sustainable
development strategies using SWOT and QSPM model: A case study of Kaji Namakzar
Wetland, South Khorasan Province, Iran. Tourism Management Perspectives, 16, pp.290-297.
Ghosh, R.N. and Siddique, M.A.B., 2017. Tourism and economic development: Case studies
from the Indian ocean region. Routledge.
Kaliappen, N. and Chee, H.Y., 2018, October. Analysis of Investment Opportunities and Key
Performance Indicators (KPI) in Malaysian Tourism and Hospitality. In Global Conference on
Business, Hospitality, and Tourism Research (GLOSEARCH 2018).
Pan, S.Y., Gao, M., Kim, H., Shah, K.J., Pei, S.L. and Chiang, P.C., 2018. Advances and
challenges in sustainable tourism toward a green economy. Science of the Total Environment,
635, pp.452-469.
Randle, E.J. and Hoye, R., 2016. Stakeholder perception of regulating commercial tourism in
Victorian National Parks, Australia. Tourism Management, 54, pp.138-149.
Sigala, M. and Gretzel, U. eds., 2017. Advances in social media for travel, tourism and
hospitality: New perspectives, practice and cases. Routledge.
Stewart, S., Warburton, F. and Smith, J.D., 2016. Cambridge international AS and A level travel
and tourism coursebook. Cambridge University Press.
www.introtravel.com. 2019. www.introtravel.com. [online] Available at:
https://www.introtravel.com/tours/australia/ [Accessed 12 Sep. 2019].

13TOURISM AND HOSPITALITY SALES AND PROMOTION
Appendix
Budget
Marketing Budget Plan
Category Estimated
Subtotal
Research
Research firm fees $56700.00
Web research $5000.00
Independent research $5677.98
Other research $5000.00
Research Costs Total $72377.00
Communications
Promotional brochures $678.00
Television $567.00
Radio $566.00
Web #456.00
Communications Costs Total $2267.00
Networking
Memberships $5678.00
Affiliations $567.00
Subscriptions $767.00
Networking Costs Total $7012.00

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List Services
Valet services $300.00
Entertainment #1 $567.00
Entertainment #2 $676.00
Other services $666.00
List Service Costs Subtotal $2209.00
Audio/Visual Services
Basic PA system and podium $300.00
Screen $66.00
XGA data/video projector
rental $50.00
Wireless mouse #78.00
Power strips $0.00
Extension cords $0.00
Lavalier microphone $0.00
Labor and AV technicians $0.00
Tax (8.8%) $0.00
Audio/Visual Services
Subtotal $494.00
Additional Costs
Invitation
(printing and postage costs) $567.00
Time & Expense (T&E) $123.00
Company staff T&E $55.00
Customer testimonial T&E $567.00

15TOURISM AND HOSPITALITY SALES AND PROMOTION
Additional Costs Subtotal $1312.00
Giveaways
Giveaway #1 $650.00
Giveaway #2 $0.00
Giveaway Subtotal $650.00
Event Costs Total #VALUE!
Event Price per Person
Promotions
Product giveaways $600.00
Product discounts $560.00
Special offers $1.30
Promotions Costs Total $1161.3
Advertising
Brochures (development and production) $0.00
Mailings $0.00
Postcards $50.00
Television $60.00
Radio $600.80
Newspapers #23.00
Billboards $120.00
Bus sides $567.00
Advertising Costs Total $1420.00
Public Relations
Charity events $567.00
Advertising $500.00
Employee promotions #600.00

16TOURISM AND HOSPITALITY SALES AND PROMOTION
Sponsorships $120.00
Public Relations Costs Total $1787.00
ESTIMATED MARKETING GRAND TOTAL $90689