Marketing Essentials for Travel and Tourism

This document discusses the marketing essentials for the travel and tourism industry, including strategies, 7P's model, and marketing plan. It explores the importance of marketing in promoting brands and attracting customers. The document also highlights the role of technology in transforming the industry.

Marketing Essentials for
Travel and Tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
ACTIVITY 1................................................................................................................................3
ACTIVITY 2................................................................................................................................3
P3 7p's model of two different organization................................................................................3
P4marketing plan to meet marketing...........................................................................................7
objectives for a travel and tourism organization.........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing mentions activities which is undertaken by organization to enhances
purchasing along with services. It includes promotion, purchasing and supplying products or
goods to customers or other organizations. Marketing is important for advertising organization
and brands etc. there are lots of marketing strategy which is essential for marketing. Such as
social media, customer relationship, joint venture and partnerships, affiliated and brand
ambassadors, web presence etc (Pike, 2016). These strategies apply by organization promote
brand in market. Marketing is important in travel and tourism industry where customers choose
that hospitality services which has good brand name along with good services in market. Such
kind hospitality industry. To understand marketing essential has a good example of travel and
tourism industry such as Touristik Union International (TUI). It is Anglo-German multinational
travel and tourism company. Head quarter of this company is Berlin and Germany. TUI offers
number of product services such as charter and scheduled passengers airline, package holidays,
hotels and resorts etc. and revenue of company is €19,523.9 million.
MAIN BODY
ACTIVITY 1
P1 and P2 has been covered in PPT.
ACTIVITY 2
P3 7p's model of two different organization
7p's model is marketing mix strategy which applies by organization to promote brand in
business market so that they enable to gain profitability in organization. To understand 7p's
model strategy there are two companies .
ATTRIBUTES COX & KINGS COMPANY TUI COMPANY
PRODUCT Cox and king is a travel and tourism
agency which focuses on customer
comfortableness. On the basis offers
travel services to customers such as
leisure travel, corporate travel, forex,
visa processing and travel insurance
etc. thus kind services offers by
While TUI focuses on product
varieties strategy where
customer has option to choose
any type of product services.
TUI categories product into five
class where products sell under
organization's brand name.

companies so that customer become
attracts and selling ratio enhance out.
Organization offers product in
different quality along with
various features to customer.
Such kind strategy doesn't offer
by cox and king company. Thus
organization enables to achieve
competitive advantage in
industry market.
PRICE
Cox and king applies marketing mix
pricing strategy where company offers
different price for the travel services to
different customers such as corporate
customers gets value added travel
services on premium charge.
Organization offers bundled package
services to student under forex
business. beside of this organization
offers credit or women's discount
facilities for women. Thus,
organization uses competitive pricing
strategy to attract each type of
customers from their services.
TUI also apply competitive
price strategy to attract
customer so that organization
enables to dell services on wide
scale. Beside of this
organization sells their product
or services in heigh cost rather
to competitor because company
offers wide variety of features
which makes product or
services expensive. TUI uses
optional product price strategy
for particular products and
offers product along wi9th
accessories as result price
becomes high of products.
Thus, organization enables to
take high benefits in company
rather to competitors.
PLACE Organization applies distribution
strategy where operates in 160 places
in India. Organization also provide
TUI uses two marketing
channels for selling product and
their services on wide scale.

travel services more than fifty
countries and it also covers
international location such as Europe,
USA, Australia, Africa etc. thus
organization covers large number of
customers and raises selling services
in global tourism industry.
First channel is to offer product
directly to customers through
online website. Bedside of the
second channel is to sells
products or their services to
wholesaler where they sell
product to all over retailer
which establishes in various
countries. Thus, company
enables to promote brand in
tourism industry (Eletxigerra,
Barrutia and Echebarria, 2018).
Supply chain team also helps
organization to offers product
services I rural or remote areas.
PROMOTION
Cox and Kings company applies
promotional and advertising strategy
where company uses traditional media
i.e. TV ads and digital media i.e.
YouTube for promotion of brand name
in global market (Dodds and Jolliffe,
2016). It also offers their product with
other partner where they get
partnership with film franchises that
supports to get cerebrate endorsement.
While organization takes help
of multiple media channel such
as traditional media i.e. TV,
radio etc. digital media such as
YouTube, Facebook and
Twitter. Thus, organization
enables to cover large number
of customers and promote
product growth in global
market. Organization also
organizes some events for sales
promotion.
PEOPLE It is travel company which operates in
industry. In that state organization
requires large number of employees in
Customers and employees are
assets of company where
organization focuses both one.

different sectors such as Alliance and
marketing section, stores sections,
account sections. Thus, organization
monitors on employees' performance
at workplace. Company also focuses
on customers requirement and meets
customer from their objectives by
offering multiple standard quality
product and services.
To gain organization missions,
TUI meets their objectives so
that they retain with company
for long time. Tui focuses on
those employees who provide
their services in sales team
because they are responsible
offers best services to customers
so that purchasing power of
customer enhance out. Beside
of this company also focuses on
customer service department,
supplier chains and retail stores
where umber of employees
offers services to customer in
various areas. Thus, company
gives values to customers and
employees.
PHYSICAL
EVEIDENCE
While cox and kings company uses
online portal services for customers
where customers can direct choose
services or product with additional
services on affordable price.
TUI company sells their product
in various colours so that they
can easily identify by customers
during busy retail stores.
Company also offers online
website services to customer
where customer can purchase
services or product on
affordable prices.
PROCESSES Organization has various process in
place for gaining growth of business.
Company accesses on customer
While TUI keeps product
availability so that whenever
customer requires they enable

relationship management. Main
purpose of this management to takes
feedback from customers regarding
product and their services, listen their
complaint intently and resolve them.
Thus, management supports to builds
good relation with customers.
top offer them (Yolal, 2018).
Retail stores keeps notice that
they have enough product
which fulfils customers needs.
If product isn't available in
appropriate quantity then order
to TUI. Beside of this
organization offers online
delivery services to customers
where customer can direct
purchase product and services.
TUI also takes feedback to
customer experience regarding
their services and understand
their needs.
P4marketing plan to meet marketing
objectives for a travel and tourism organization
EXECUTIVE SUMMARY
Company is multinational company which famous as travel and tourism services to customers.
Organization offers online website services to customers but organization finds some
difficulties so TUI launches new technology for covering large number of customers so that
selling prices enhance out.
MISSION
TUI has mission to cover large number of customers and offers their services so that customers
gets values of their money.
VISION
Vision of the TUI is to give values to customers by their action and organizational behaviour
within company or outside of company (Al-Janabi and Mhaibes, 2019). Action such as
exploring new products or services, gives experience of foreign and cultural countries etc.

OBJECTIVES
The main purpose of new technology is to provide facilities to customers. This technology
includes phone which uses as key cards where mobile self check in and kiosks for self check in
along with formalities. For example customer doesn't have to wait for check in and check out
from front desk. Through this strategy organization wants to enhance brand position in tourism
market.
SWOT ANALYSIS
Strength : TUI has strong brand name in tourism industry where organization easily can get
advantage from this strategy.
Weakness: organization doesn't have proper cash flow planing that's why company can get
impact on economical scale.
Opportunity: TUI gets golden opportunity through this new technology because customers
doesn't have to wait for check in and check out formalities, now they can direct use mobile for
check in and check out process in travelling (Kamau and et.al., 2015). It will attract customers
to buy their services and company enables to raise purchasing power of customers. Second
organization can enable to take competitive advantage in business market.
Threat: This technology is new for each customer so awareness is quite low for customers. I
that state organization can unable to sell their services. Thus, kind threat company can get.
7P'S MARKETING MIX
Product: This is new technology which includes unique type of features and it supports
company to attract targeted customers and reaches to new customers.
Price: it is available on affordable price and time saving technology for customers.
Place: organization operates in various countries and provides such kid services in all areas
such as hotel industry and travel agency.
Promotion: organization uses marketing team for promotion of this technology besides of this
company uses digital media to promote product on wide scale.
People: the main purpose of this technology to save their time and gives values to customers by
offering unique services (Van der Wagen, 2015). Such kind services create excitement for
customer to purchase and consume. Organization focuses on employees who will operates this
technology. That's why organization organizes training classes where they can learn and sharp
their skills in operating.

Physical evidence: This technology is innovative for each tourism industry. Thus, company
enables to differentiate their product services from rivals.
Processes: This technology requires technical operator who can operate this technology in well-
formed manner. In this technology mobile uses as key card in which notice process such as
check in and check out. Organization provides training classes for employees so that they
understand and operates it in easy manner.
STP
Market segmentation: organization uses different market such as geographical and
demographical market which leads differentiation among tourist industries. Through market
segmentation organization enables to take competitive advantage in global tourism market.
Targeting: Organization has main target on customer segmentation where organization offers
such kind services to customers so that they feel value for them. Through this strategy
organization enables to gain trust of customers and enhance selling of services.
Positioning: TUI is famous brand in tourist industries along with innovative services. This
technology introduces company on different scale so that TUI easily can enhance brand value in
global market. Through this strategy organization enables to retain existing customer and reach
new customers.
BUDGET: This technology doesn't have hike price. Cost of this service approx €5000 thus
company doesn't have to invest expensive money on this technology..
MONITORING AND CONTROLLING: Organization monitors employees performance by
taking feedbacks from targeted customers. On the basis of feedback TUI monitors technology
and their operation. While organization hires technology expert who controls application or
technology. Thus, TUI monitors and control on technology.
CONCLUSION
This report has been concluded role and responsibility of marketing functions where has
been explained about tourism and travel industry function in marketing and also has been
addressed that how it is important for travel and tourism industry. In this report also has been
addressed about interrelation between marketing function and organization function and their

impact on organization. Here has been covered marketing mix 7p's model where has been
compared between two companies. In this report has been explained their different strategies. It
has been covered marketing plan. In this plan has been concluded executive summary, mission,
vision, objectives, swot analysis, 7p's model, STP, budget and controlling and monitoring. Main
purpose of this plan to meet company's objectives.
REFERENCES
Books and Journals
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Al-Janabi, A.S.H. and Mhaibes, H.A., 2019. Employing marketing information systems for the
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