Travel Companies Marketing Strategy

Running head: TRAVEL COMPANIES MARKETING STRATEGY
Travel Companies Marketing Strategy
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1.

1TRAVEL COMPANIES MARKETING STRATEGY
Introduction:
The industry of travel and tourism is one of the most upcoming industry that is affected
by digital development. This industry has been the first to use digital marketing techniques to
promote their services and to make sure that their customers are able to have the best
experiences.
1. ROCS – Travel to London
Company Overview:
ROCS Group is one of Malta’s most recognised group of companies. One of their
biggest strengths has been their goodwill and that has been possible due to their successful
marketing strategies, which they are known to be a leader in. They have businesses in
different sectors which range from media, real estate, etc. ROCS group is a family owned
company since the year 1971. The company is highly trusted by international companies,
which has enabled them to be a leader in the different business fields in Malta.
1.1. Market Segment
The advertisement by the ROCS group is related to a travel package for people who want
to travel to London to spend New Year’s in the city and also for all of the month of January.
People who want to visit London can be categorised in six segments: London enthusiasts,
explorers, tourists, house guests, focused visitors and socialites (Maxim 2016). For the
purpose of this advertisement, it will be helpful for the company to focus on three visitor
types which are London enthusiasts and tourists.
1.2. Target Segment
Geographic: The geographical location of the target segment will be residents from
Malta.

2TRAVEL COMPANIES MARKETING STRATEGY
Demographic: As mentioned in the above section, ROCS’s target segment will be
individuals who have a specific liking towards London and also for tourists who are
interested in being in London during that specific time. London enthusiasts are a group of
people who are the most positive about London, and they are the ones who plan their trip in
advance and avail the help of various resources to ensure that they get the most out of their
trip (Powell and Iankova 2016). The other target segment for the company in regards to this
package will be for tourists who are willing to travel to a different country, and experience
the best of winter in another city (Foroud et al. 2018).
Psychographic and Behavioral: London enthusiasts usually always travel in groups, and
more often than not, plan for long stay and travel to many places. With the advert showing
the picture of the double-decker bus is very eye-catching because for this group, if they see
an ad that is related to anything in London, it will motivate them to avail this package.
Tourists are a group of people usually want to plan a trip specifically during holidays, and
usually in groups that will take part in tourist-style activities while they are in the vacation
city. Advertisement is a visual motivation for viewers.
1.3. Product Positioning
As seen in the advertisement by the ROCS group, they have
incorporated the use of city lights and the stereotypical London
double-decker bus in the ad. The visual aspect of the
advertisement is successful in portraying the message to the
consumers that the picture is what they will be expecting to see in
London, should they opt to buy the vacation package.
Along with visual aspect, the ad provides just enough
information to people for them to get excited about a trip and then

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encourage them to look further into the details of the package. The ad mentions the time of
the year for which this package will be appropriate for, along with the price of the full
package that will be held by the consumers.
Taking a first look at the advertisement motivates the thought of imagining themselves in
the city of London if they were to avail this package, it is almost as if the individual will be
able to feel the London style Christmas vibe from the poster. The ad shows people that
Christmas may be an event that happens all around the world, but the experience in London
during this time is unmatched.
1.4. Differentiation
They have included the words “January Sales Tour” which shows the customers viewing
the ad to think that they are getting the best and cheapest price for this trip. The inclusion of
the price on the advertisement is a good strategy by ROCS to make sure that just by the first
glance, all individuals will have a basic idea of the important facts of the package.
Travel companies have been known to put a price on their ads and then once the
individual actually goes into the details of the package, they realize that the price is coming
up to be much more than what is displayed (Neirotti, Raguseo and Paolucci 2016). However,
with ROCS being a trustable travelling company in Malta, many of their customers will not
question the price, as long as it is in the range of their budget.
1.5. Customer Driven Strategy
ROCS group is able to understand the need of their customers, and visually represent it in
their advertisement. The company is able to recognise what aspects of London is the most
representable and desirable by people who are interested in visiting the city. The
advertisement has been able to include the integral image of London (i.e., double decker bus),