Tourism and Hospitality Sales

This document discusses the importance of promotional campaigns in the tourism and hospitality industry. It explores the different strategies used by Intrepid Travels Australia, including the #GoGreenCampaign, direct selling, and sales promotion. The document also covers the target market, communication objectives, competition, communication channels, and suitable key performance indicators. The document is relevant for students studying tourism and hospitality sales.

Running head: TOURISM AND HOSPITALITY SALES
Tourism and Hospitality Sales
Name of the Student:
Name of the University:
Author’s Note:

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Recipient’s Name-Danny
Recipient’s Title/ Position-CEO
Recipient’s Organization Name- Intrepid Travels Australia
Dear Mr. _Danny
This is to bring to your lookout that we have developed some new goals and objectives based
on the surveys we undertook last month. Due to the large scale competition that is developing
everywhere, it is our duty to make some new campaigns and strategies.
I have thought of developing a campaign called #GoGreenCampaign that will mainly
emphasize upon the wildlife conservation and eco tourism activities. This will mainly be
focused on the targeted customers by asking them to post stories about their thoughts and
feelings through the online posts. On reviewing them, our company will be giving some
discounts to the best five posts
I will be waiting for some positive response and cooperation from your end.
Sincerely,
Enclosure: Report on the Promotional campaign
along with the approx budget that will be needed
________
Signature of Designated OfficialDate
Intro Travels
Australia
Phone:
Email:
enquiries@intrepidtravel
.com
Letter of Transmittal
Letter of transmittal

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Executive Summary
Tourism is one of the most popular sources that act as a source of revenue for determining
the National income of the country. Therefore it is the responsibility of the Government and
the community as a whole to make sure that they are making all the possible efforts to boost
the travel and the tourism sectors. Australia is one among the most sought after travel
destinations in the world. It is for this reason that all the DMO or the Travel and Tourism
Enterprises are making all the possible efforts to use some newer and innovative advantages
to the customers.

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Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................5
Promotional campaign strategy.......................................................................................................5
Direct selling................................................................................................................................5
Sales Promotion...........................................................................................................................6
Rationale sources for this choice of strategy...................................................................................7
Target market(s)...............................................................................................................................7
Communication objective................................................................................................................7
Competition.....................................................................................................................................8
Primary competitors.....................................................................................................................8
Communication Channels................................................................................................................8
Suitable Key Performance Indicators (KPIs)................................................................................10
Customer Metrics.......................................................................................................................10
Employee Turnover Rate (ETR)................................................................................................12
Conclusion.....................................................................................................................................12
Reference list.................................................................................................................................13
Appendix........................................................................................................................................14

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Introduction
Tourism is one of the most prosperous sources of income generation. Tourism and travel
sectors play a very significant role in generating huge amount of revenue for the gross national
income of the organization. However it is the duty or the responsibility of the Government to
make sure that they are making some significant contribution to the travel and the tourism sector
of the country so that they can develop more attractive sites for the overall development of the
sector. Australia is one of the most beautiful places in the world and it has a great promising
view of different sites to the travelers. Intrepid travels is one of the most well know travel and
tourism company of Australia.
They have been working their level best all these years since the time of their
introduction for bringing about proper innovations and strategies in the organization. There is a
huge competition that is increasing in then travel and the tourism sectors day by day. There are
any other travel and tourism companies like G Adventures, Intro Travels and many others that
are working very hard in order to bring about the best innovations in their organization.
Therefore the organization has to make some good and innovative promotional campaigns so
that they can attract the attention of their customers. Intrepid has been able to develop itself as
one of the largest employers giving employment to 1500 staffs and they use about 1000 routes or
tourist destinations across the world (www.intrepidtravel.com. 2019). They are still making new
innovations so that they can flourish in the world.

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Discussion
Promotional campaign strategy
Promotional campaign strategies are of utmost importance for any company so that they
can convey their new goods and service. In the 21st century there is a very tough competition all
over the world, and all the tourism sectors are trying their best to attract the attention of the
customers. Intrepid Travels will have to develop a good promotional campaign so that they can
actually convey their messages to their targeted customers. However there are several forms of
promotional strategies. Therefore they will have to select the most relevant one so that they can
make a proper appeal to their targeted customers. Some of the well known promotional strategies
are direct selling, sales promotion, digital marketing and other such forms.
Direct selling
This is the process by which an organization tries to sale their products or services by
directly selling it to their customers. This can be done by interacting directly with customers
through emails, text messages, filers, ads on online sites and many other such mediums (Chen,
Thomas and Kohli 2016). This is useful in one way as it helps in taking directly with customers
without the help of any other mediums. However at the same time, it is one way communication
system and people often do not know how to respond back or are not able to understand the
importance of these aspects. Therefore the company Intrepid travels will be selecting the
advertising medium through digital marketing. The campaign that will be selected is known as
#GoGreenCampaign. This will be used as a very good platform for the purpose of making the

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targeted customers aware about the different ways in which wildlife preservation is being done
through the tourism activities. Wildlife Tourism Australia (WTA) is one of the most recent
aspects of tourism that is being taken care of by the different tourist organizations in a better way
and also to make sure that tourism industry is being able to take care of the natural surroundings
that are flora and fauna. The campaign will be held as a contest where all the interested travelers
will be asked to upload their personal stories and their experiences on the social media sites like
face book or twitter. The stories will be judged by the wildlife experts and the other
environmentalists. The best five posts will be given some special discounts to undertake the trip
and get to know special facts about wildlife preservation (Puja and Amit 2016).As Intrepid
Travels has a good practice of conducting the wildlife in general and the endangered plants and
animals in particular. The campaign will be to take the customers on an eco tourism and wildlife
adventure activity that will be giving a totally new opportunity for the customers.
Sales Promotion
The other most useful way of promoting the sales campaign is the method of sales
promotion. This is mainly used in order to make sure that the customers are getting an
encouragement or a motivation to use the new product or service by providing them discount
coupons, offers and many other types of such attractive offers so that they are naturally attracted
to use the products of this company rather than switching onto the services of another company.
This strategy will also be used by this company that is by Intrepid Travels so that they can make
a good market entry and can attract the customers by providing them some discount coupons and
also some free gifts like concessions for the children and the old people as well.

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Target market(s)
The targeted customers of this company are the customers falling between the age group
of 10 to 55 on an approx. This is a large range comprising of the school students, college or
University goers and also many other such educational institutes who are interested in the study
of nature and wildlife. Young Adults or the teenagers are the ones who will get a good interest to
be a part of this campaign as many of them are nature lovers and they are interested in finding
out newer opportunities for their growth and the development of career. This will be much
helpful for them as this will enhance their outlook on nature and they will also be made aware
about the different ways in which they can make the best usage of the wildlife tourism.
Office goers and the business class travelers are also the targeted customers of this place as they
will be able to get refreshment from their mundane work life and get a totally new kind of
experience.
Communication objective
 To make sure that wildlife tourism is getting a boost
 To help and look after the growth of the local communities
 To take better care of the CSR activities
 To provide some educational aspects to the people so that they can get some extra appeal
towards undertaking these journeys and also are able to make the best use of it.

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Competition
Primary competitors
There are many tourism companies that are trying to pose a very tough competition for
the intrepid travels. All the other DMO or tourism enterprises are trying their best to make sure
that they are able to provide a very tough and strong competition by offering new facilities and
services to their customers so that they can get the higher advantage in the market (Ryan 2016).
The direct competitors of the intrepid travels are companies like G Adventures, Intro Travels.
These two companies are the direct competitors because they are into the same line of business
that is into tourism enterprise business and also they are making several innovations for the
purpose of attracting the attention of the customers. They are also considered under direct
competition as they are working in Australia and are trying their best to make an appeal to the
customers who are located in different parts of Australia and also in some locations that are
located outside Australia.
Communication Channels
Proper communication channels are needed for the purpose of conveying the different
new tourism ideas or the new strategies that are being undertaken by them (Pamment 2015). As
the customers are scattered over different places it is really needed by the company to make sure
that they are reaching out to their target customers via the right and the apt channels of
communication.
The first and the most dominant channel of communication that they will be using is the online
platform or the digital media. This will be useful as it can draw the attention of a large number of
customers from different parts of the world and not only from Australia.

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Specific
Digital medium is specific in nature as it will be helping the company Intrepid Travels for some
particular objectives like targeting the customers who spend their time on the digital mediums.
This will be helping them to make their targeted customers know about the motif of the newly
set up campaigns and the different ways in which they can take part in the same.
Measurable
This is measurable in nature as the company will be able to measure the number of new
travelers that are showing some active responses towards the newly set up campaign. This will
be helping Intrepid Travels to know that they have to develop some new strategies for enhancing
their campaign in a better way so that they can make an appeal to more number of customers.
Attainable
This is also attainable in nature as the company will be able to attain their objective to
targeting a specific number of customers within a certain amount of time. This is attainable in
nature as choosing the digital platform or the online medium has been a very wise decisions and
this will, be helping the company to attain their goal and also take the feedbacks from the
customers at the same time. Horizontal communication will be developed as people will be able
to share their feedbacks and their ideas about the newly set up campaigns on the digital
platforms. This will be used by the company to strengthen their promotional campaign in a better
way.
Relevant

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The digital or the online platforms will be able relevant for this purpose as majority of the
customers spend their time on the digital mediums like face book, twitter and instagram. Most of
the students and the researchers usually spend their time on the social media platforms and the
other online platforms. Therefore this will be relevant for the company to select this platform of
for the promotion of their campaign (Meyer et al. 2019).
Time bound
This is time bound in nature as the new promotional campaign has to be achieved within a
perfect time span and make sure that the customers are being able to relate with the campaign
also coming to take part in the same.
Suitable Key Performance Indicators (KPIs)
Key Performance Indicators or the KPIs have been developed so that any organization can keep
a track of the performances of their employees after the initiation of any new kind of changes.
Customer Metrics
Intrepid is a travel company and as a result of this they have to make a thorough
measurement of the total number of customers which have started coming to the tourist spot after
the initiation of the new strategy or the new activity. In other words any DMO or tourism
enterprise is one that belongs to the hospitality sector. Hospitality sectors are the customer
oriented sectors and have to depend largely on the number of people or the customers who are
coming in the tourist spot. There can be an increase or a decrease in the number of customers
that visited the place in the current year or the past few years that is after the new strategy has
been started by the company. Intrepid Travels will have to make sure that they are being able to
maintain proper tracking of the different trends that the customers have been showing in terms of

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their likings towards the place or the new wildlife tourism concept that has been developed by
them.
This is specific in nature as the organization will have to measure the specific number of
customers who have been coming to the place after the initiation of the new strategy.It is also
measurable because the company has to take the measurement of the total number of customers
that have started coming to attend the new tourism campaign.
It is achievable in nature as the company will be able to measure the number of
customers which have actually taken part actively in the new campaign that was focused mainly
on the wildlife conservation and the evolution of the eco tourism activity.The KPI is also
relevant as the tourism company will naturally have to make sure that they are being able to
gauge the increase or the decrease in the total number of customers that have been able to move
in the tourist spot after the initiation of the new tourism strategy.
Lastly, this KPI is also time bund in nature as it helps the company that is Intrepid ravels
to be able to fulfill their objective within a particular point of time that is either with a periods of
6 months or 12 months. This is very useful for the company to maintain a proper balance
between their new tourism strategy and also the more innovations that they have to undertake for
satisfying their customers.
Employee Turnover Rate (ETR)
The organizations have to maintain both an employee centric and also customer centric
approach in order to survive in the long run. This will be showing the number of employees who
have left the organization after the initiation of the new promotional strategy. In other words, the

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company will have to take many different measures in order to see if the customers like the new
idea or the new strategy. If the company sees that the customers are giving some new ideas or
feedbacks, then the company will have to take those into account.
Conclusion
Therefore it can be concluded that tourism sector is one of the most important sectors that
is needed for the purpose of developing the overall economy of the country. It is the
responsibility of the different Governing bodies and the citizens of the community as a whole to
make sure that they are being able to boost the growth and the development of the different
aspects associated with the tourist spots that is the newly developed spots or the new strategies
that have been undertaken like the development of some new campaigns or themes.

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Reference list
Chen, S., Thomas, S. and Kohli, C., 2016. What Really Makes a Promotional Campaign Succeed
on a Crowdfunding Platform?: Guilt, Utilitarian Products, Emotional Messaging, And Fewer But
Meaningful Rewards Drive Donations. Journal of Advertising Research, 56(1), pp.81-94.
Cong, L., Wu, B., Zhang, Y. and Newsome, D., 2016. Empirical research on environmental
attitude of non-consumptive wildlife tourism: A case study of Dolphin Discovery Center (DDC)
in Bunbury, Australia. Beijing Daxue Xuebao (Ziran Kexue Ban)/Acta Scientiarum Naturalium
Universitatis Pekinensis, 52(2), pp.295-302.
Huveneers, C., Meekan, M.G., Apps, K., Ferreira, L.C., Pannell, D. and Vianna, G.M., 2017.
The economic value of shark-diving tourism in Australia. Reviews in fish biology and
fisheries, 27(3), pp.665-680.
Meyer, L., Pethybridge, H., Beckmann, C., Bruce, B. and Huveneers, C., 2019. The impact of
wildlife tourism on the foraging ecology and nutritional condition of an apex predator. Tourism
Management, 75, pp.206-215.
Pamment, J., 2015. ‘Putting the GREAT Back into Britain’: National Identity, Public-Private
Collaboration & Transfers of Brand Equity in 2012's Global Promotional Campaign. The British
Journal of Politics and International Relations, 17(2), pp.260-283.
Poels, M., van Stel, H.F., Franx, A. and Koster, M.P., 2018. The effect of a local promotional
campaign on preconceptional lifestyle changes and the use of preconception care. The European
Journal of Contraception & Reproductive Health Care, 23(1), pp.38-44.

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Puja, M. and Amit, K., 2016. Role of Media in the Promotion of Sustainable Tourism: An
exploratory Study of Sikkim. The Researcher-International Journal of Management Humanities
and Social Science, 1(2).
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Seraphin, H., Gowreensunkar, V. and Ambaye, M., 2016. The Blakeley Model applied to
improving a tourist destination: An exploratory study. The case of Haiti. Journal of Destination
Marketing & Management, 5(4), pp.325-332.
www.intrepidtravel.com. 2019. www.intrepidtravel.com. [online] Available at:
https://www.intrepidtravel.com/en [Accessed 14 Sep. 2019].

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Appendix
Budget