BTEC HND: Thomas Cook's Promotional Mix in Travel and Tourism

This report provides an analysis of the marketing and promotional mix strategies employed by Thomas Cook in the travel and tourism industry. It highlights the importance of an integrated promotional mix for spreading awareness and attracting customers, particularly for specific travel packages like the summer 2018 Morocco and Egypt offerings. The report suggests a combination of offline methods, such as newspaper and magazine advertisements, brochures, and personal selling, alongside online strategies including website sponsorships, social media ads, and virtual reality quizzes. Effective sales promotions are also recommended to engage customers and incentivize vacation bookings. By understanding the target audience, developing a situation analysis, determining marketing communication objectives, and strategically allocating budget, Thomas Cook can enhance its marketing efforts and achieve greater success in the competitive travel and tourism market. Desklib offers a variety of resources including past papers and solved assignments for students.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012). Early tourism started with Nomads who
travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded around the world and
gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus
developed the tourism for pilgrimage. Early tourism started with Nomads who travelled around the world in search of food and shelter. Main
intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015).
1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage.
Marketing in Travel and Tourism
(Effective Integration of Promotional mix for Thomas Cook)
Introduction
An integrated promotional mix is a best way
to spread awareness and get more customers
attracted towards the services offered by
Thomas cook. For the summer 2018
Morocco and Egypt package Thomas cook
requires to make a much more effective
promotional mix.
Offline method
Integrated promotional for tourism will aid
Thomas cook in ensuring that it is able to
target the right people and market factors.
Process of Integrated promotional mic
campaign is as follows:
 Know your target audience
 Develop a situation analysis
 Determining marketing communication
objectives
 Determining companies budget
 Strategies and tactics
 Evaluation and measurement
Ways to Make It Effective
For adding more crisp to get more
customer attracted towards the company
they can organize various online events,
such as- virtual reality quiz. In this quiz
people will be able to visit famous
destinations such as Egypt and Morocco
virtually. They will be required to
answer few question about the place and
win promotional codes, gift hampers,
etc. These campaign should have one
aim and that is to be attractive to large
population at individual level. Also use
of effective sales promotion will let
Thomas cook engage more customers
and impel them to take vacations with
their offered packages.
Conclusion
Concluding it, Thomas cook have
many option to exploit and reach
large inhabitants without any hassle.
They can earn vast revenues by
attracting more customer by making
more attractive promotional
campaigns.
Process
Online Method
Thomas cook will need to utilize virtual advertisement
options. They can advertise through website
sponsorship, social media advertisements such as-
Facebook ads, mobile applications, etc.
Thomas cook will require newspapers and magazines
advertisement as well as brochures and personal selling
will be required. It will enhance the relationship between
the people and the company and also adds up in the
profits with more sales.