Digital Sales and Marketing: TUI's Channel Optimization Report

This report provides a detailed analysis of digital sales and marketing strategies for TUI, a prominent travel and tourism company. It begins with an overview of digital sales and marketing channels, differentiating between sales and marketing channels, and exploring online versus offline concepts. The report highlights the key benefits of digital channels for TUI, emphasizing their role in increasing profitability and competitiveness. It then delves into specific digital sales and marketing tools and channels, including Google Adwords, Google Analytics, Expedia, YouTube, Facebook, email marketing, SEO, and social media. The report examines the opportunities presented by these channels and how TUI can leverage them. Furthermore, it discusses omni-channel strategies, measurement techniques, and actions to improve performance in digital marketing. The report concludes with a summary of the key findings and recommendations for TUI to enhance its digital sales and marketing efforts. It is a comprehensive resource for understanding and implementing effective digital strategies in the travel and tourism sector.

DIGITAL SALES AND
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Overview of digital sales and marketing channels......................................................................3
Key benefits of digital sales and marketing channels..................................................................5
Major digital sales and marketing tools and channels.................................................................5
Comparison between digital sales and marketing channels........................................................9
Critical analysis.........................................................................................................................10
PART 2..........................................................................................................................................10
Design digital sales and marketing campaign...........................................................................10
Omni channel.............................................................................................................................14
Measurement techniques...........................................................................................................14
Set of actions to improve performance in digital marketing.....................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Digital marketing aspect plays very excellent role for different businesses or companies
in this dynamic and modern world. Currently top-level management within most organizations
are taking huge advantages through digital marketing. Without involving digital marketing
strategy no company or business can achieve high success in the market. According to different
business experts, every business should hire an effective marketing team who has great
knowledge of digital marketing, because when a business has an effective marketing team who
has proper knowledge of digital marketing, then it can easily gain huge competitive advantages
in the market. Nowadays, only those companies are able to gain large customer base is properly
using digital marketing strategies in its business environment. Day by day market competition is
increasing continuously in each industry or sector. In this situation, existing management within
each industry is highly required to consider digital marketing aspect within its marketing
functions. There are social media, web promotion, affiliate, etc. some major part of digital
marketing. This report discusses digital sales and marketing aspects of the TUI. Basically, TUI is
a popular travel and tourism company within the United Kingdom, headquartered in London,
England, UK.
PART 1
Overview of digital sales and marketing channels
Definition of digital sales channels: Digital sales channels are generally known as digital sales platforms
which provides facility to sale any product or service through digital tools, gadgets and equipment.
Definition of digital marketing channels: Digital marketing channels are basically those channels or
platforms which provides facility of promoting any company’s products and services through digital tools
and gadgets.
Differences between both sales and marketing channels
There are different types of digital sales and marketing channels available in the market
which the marketing team of the TUI can use its marketing functions for gaining huge profit in
the market. Basically, digital sales and marketing channels are two different things (Taiminen,
2016). Digital sales channel can support to TUI for increasing its sales ratio in the market by
selling its different services through digital platforms. Currently there are lots of digital platforms
are available in the market which can give great opportunity to this company for increasing its
sales ratio in the market. In this situation, marketing team of TUI should take some productive

decisions for using different digital sales channels in its daily operations.
Currently Expedia, Trip Advisor, Booking.com, Travelocity, YouTube, Twitter, Snap-
chat, Facebook and Instagram are some major digital sales channels. These all channels are
completely providing online sales facility to different organisations for selling their products and
services on various online platforms. The marketing manager at TUI company is highly
responsible to involve these all digital sales channels in its daily operation for boosting existing
performance of TUI in the international travel and tourism industry.
On the other hand, there are digital marketing channels completely different from the
digital sales channels (Heinze and Matt, 2018). Basically, digital marketing channels supports to
companies or businesses for promoting their products and services at the large scale in the
market. Currently most companies in all around the world are taking huge advantages through
different digital marketing channels. In this situation, top-level management at TUI also has
highly required to take huge advantages through digital marketing channels.
There are social media, e-mail marketing, SEO (search engine optimisation), content
marketing, own official website, YouTube, web marketing etc. some major digital marketing
channels in the current time. In this dynamic and modern world, every business should use these
all digital marketing channels for gaining excellent return in the market. Currently the marketing
manager at TUI is able to take huge advantages through these digital marketing channels. Before
using these channels in daily operations, marketing team of company need to prepare a specific
plan, where it needs to mention those all steps which it will be taken during using these all
channels. On the other side, a specific budget is also highly required to systematically use these
all digital marketing channel, in which top-level management of TUI is responsible to pass this
budget for its marketing team (Xu and et.al., 2017). After getting appropriate budget, marketing

manager of company can easily use these different digital marketing channels in its marketing
campaigns.
Online and Offline concept
Online digital sales and marketing channels are generally operated through internet and
electronic items, like; PC, laptop, smart phone etc. There are social media marketing, affiliate
marketing etc. are major aspects of online digital sales and digital channels.
On the other side, offline sales and marketing channels can operate without digital tools
and gadgets. There are cold calls, trade show, print advertising etc. some major examples of
offline sales and marketing channles.
Key benefits of digital sales and marketing channels
There are digital sales and marketing channels very beneficial to TUI, because TUI can
definitely be succeeded in gaining huge profit in travel and tourism industry after using different
digital sales and marketing channels. Currently these digital channels become too useful for
different sectors and industries (Singh, Kumar and Dubey, 2016). Currently most businesses or
companies has started to giving high priority to these all digital sales and marketing channels,
because these are providing very great results to every business or company. Top-level
management at TUI has highly required to give special instructions to its marketing manager for
always using these innovative digital sales and marketing channels its daily operations. When
company’s marketing team properly use these all channels its operations, then it will be able to
gain huge competitive advantage in the market. At the end, TUI will become one of leading
company in the travel and tourism industry with the support of these channels.
Major digital sales and marketing tools and channels
There are different digital sales and marketing tools and channels are very useful in terms

of increasing productivity and performance of a company or business. Of course, top-level
management of an organization should use invest some fund for using these all channels, but on
the other side these channels provides excellent results as well. These all digital sales and
marketing tools and channels has been properly analyzed below;
Digital sales and marketing tools and channels
Some major sales and marketing tools have been mentioned below.
 Google Adwords: Google Adwords is very useful tools of digital sales and marketing,
because this tool can provide great opportunity to TUI for promoting its products and
services at the large scale in the market.
 Google Analytics: This is another useful digital tool in the terms of sales and marketing,
because google analytics tools give opportunity to systematically analyzing sales and
marketing aspects of company through internet.
Digital sales channels
Currently there are lots of digital sales channels existing in the marketing which will
definitely give great opportunity to TUI for increasing its sales ratio in the travel and tourism
industry. Some major digital sales channels have been discussed below;
 Expedia: Expedia is basically online portal which give facility to online book different
flights, buses, cruises, hotels and resorts. In this situation, marketing team f TUI should
contact to the staff or Expedia site for promoting own brand on its website. Of course,
Expedia charges some high amount for promoting any company’s products and services,
this provides the best deal (Hakanen, Helander and Valkokari, 2017). Reason is, currently
most people are really like to book their tickets through Expedia, in which when TUI
promotes its services through Expedia’s site, then more and more people know about the
services of TUI in the market. At the end, TUI’s sales ratio will be automatically
increased with the support of this digital sales channel. YouTube: YouTube is another most appropriate digital sales channel in the current time,
because TUI’s marketing is able to take huge advantages through this channel as well.
Basically, YouTube is one of the most popular video streaming websites which currently
maintains its official application or app as well. Nowadays large number of people from
all around the world are highly using this website for different purposes, like;
entertaining, learning, etc. In this situation, YouTube provides facility to different

companies for promoting and selling their products and services at large scale in the
market. In this situation, marketing team of TUI need to run its selling campaign through
YouTube as well. Of course, currently YouTube provides direct button to shop or buy on
its website and app. That’s why this digital sales channel is also very appropriate channel
to the marketing team of TUI.
 Facebook: Currently everyone knows about Facebook. Generally, Facebook is part of
social media where lots of people opens their accounts or handle, and then shares their
awesome pictures and videos etc. But this platform provides great facility to different
companies or businesses for promoting and selling their products and services at the large
scale in the market (Payne, Peltier and Barger, 2017). This is the main reason that, upper
manager at TUI should give special instructions to its marketing manager to highly
consider Facebook as a digital sales channel. On this channel, this travel and tourism
company should invest some fund for selling its different services online at the large
scale in the market.
Digital marketing channels
Currently there are various digital marketing channels also available in the marketing
which marketing team of TUI can use in its daily operations for gaining large customer base in
the travel and tourism industry. Some major digital marketing channels has been discussed
below;
 E-mail marketing: Nowadays, e-mail marketing becomes very popular in all around the
world. Currently marketing teams within most companies of businesses are taking many
benefits from the e-mail marketing. In this situation, marketing team of TUI also need to
use e-mail marketing in daily operations. Basically, in e-mail marketing, a marketing

team of TUI will no need to put high efforts which it has putted on traditional marketing
operations. Reason is, marketing team will only need to send its promotional messages on
e-mail handles or IDs of different people. Basically, marketing team of company will be
able to aware or inform different people in the market about its various exclusive services
and products through e-mail marketing.
 SEO (search engine optimization): SEO is one of the best digital marketing channels
which give facility of promoting own services at the large scale in the market (Koljonen,
2016). That’s why currently most travel and tourism companies are successfully using
this channel in their respective marketing operations for gaining huge profit in the
market. This is the main reason that, TUI’s marketing manager also highly need to
consider SEO channel within its marketing functions. Basically, SEO (Self Engine
Optimization) give facility to a company for rating its official website on the any search
engine like; google, Firefox etc. In this situation, when TUI will use this channel, then its
official site can easily reach lots of people on internet. That’s why SEO is very useful
digital marketing channel for the TUI.
 Social media: There are social media is also one most popular digital marketing
channels. The marketing team of TUI should highly consider this channel as well,
because this will positively affect to existing travel and tourism industry. Currently most
people are using different social media platforms, like; Instagram, Facebook, Twitter etc.
In this situation, these all social media platforms will give great opportunity to this
company for attracting large number of customers towards its brand in the market. Many
competitors of TUI are also highly using this digital marketing channel, in which the
company also highly need to use social media channel for gaining huge competitive
advantage in the travel and tourism industry.

Opportunities of digital sales and marketing
 There are digital sales and marketing channels will give great opportunity to TUI for
increasing online demand and power of customers (Tomažič, 2017). This thing will
positively affect to this travel and tourism industry.
 Sale and promote own products and services through digital sales and marketing channel
is too productive in the comparison of traditional sales and marketing techniques. That’s
why company should take huge advantages through these channels.
Challenges of digital sales and marketing
 Using digital sales and marketing channel is too costly for any business or company, in
which top-level management of TUI will need to pass very large fund for its marketing
team for successfully employing these channels in its business environment.
Sell and promote services through digital channels, this process is very complicated in nature,
because TUI’s marketing team will always need to put its huge efforts for properly managing its
different data on online platforms or channels.
Comparison between digital sales and marketing channels
There are digital sales channels will give opportunity to TUI for selling its different
services through different digital channels or platforms, like; YouTube, Expedia, Facebook,
Booking.com etc. These all channels are too effective in selling products and services of a
company at large scale in the market, in which these channels will support to TUI also for highly
selling its services online.
On the other hand, there are digital marketing channel helps in promoting products and
services of a company or business at the large scale in the market (Isohella and et.al., 2017). In
this situation, if marketing team of TUI use these digital marketing tools in its daily operations,
then it can also effectively retain different customers in the market.

Critical analysis
In this dynamic and modern world, most has become fully engaged with different digital
platforms. Currently a person is able to buy or sell products and services different digital
channels or platforms. That’s why top-level management of TUI also need to use these all digital
sales and marketing channels for highly retaining and expanding its customer base in travel and
tourism industry (Iankova and et.al., 2019). With the support of different digital sales and
marketing channels, the TUI will be able to increase its profit ratio as well.
PART 2
Design digital sales and marketing campaign
Aim
To increase the sales and make the organization have a better and strong portfolio in the
market for a longer run.
Objective
 To increase the sales by 30% of TUI business by the end of 2022.
 Increase the profitability of the services and products by the end of 2024 by 45%.
 To increase the satisfaction of the customers in the organization by 30% by the end of
2025.

PESTLE
 Political Factors
The policies in the countries are going to change in the near future because there are no
travelling of the people who is impacting the tourism and economic stability in the world. To get
that back to normal it is very important for the political parties to make decisions which are
going to help the organization have a better functioning for them (De Pelsmacker, Van Tilburg
and Holthof, 2018). There are mandatory employee’s benefits which will have to be followed
and most of the tourism industry is letting their employee’s loss so that they do not have to pay
them which can make the company lose their skilled and developed employees. It is due to
Brexit that there are so many changes which are coming up in the country which have to be
understood by the organization so that there is a better functioning. The policies have changed
and now due to Covid-19 there are more changes which are coming up and there is a great loss
which the government is trying to improve.
 Economic Factors
There is going to be inflation in the rates and interest rates as well because of the Covid-19
which has spread across the globe. There has to be a high skill of workforce which is engaged in
the tourism and leisure industry which is going to help the country get their economic stability in
the market. The employees are going to be found on a low rate and that is going to be a great
advantage for the company but they will not be able to expand themselves. Due to Covid-19
there are so many employees who have lost their jobs and that are a very negative influence on
the organization.
 Social Factors
The tourists do not want to leave and travel and that is a very bad factor for the company
because there are a lot of improvements which have taken place in the company so that there is a
better functioning and standards for the organization. The competition is increasing which is why
it is very important for the company to find themselves a better functioning for themselves so
that they can make a profit out of it. The culture and the employees satisfaction in the
organization is worked upon so that the company can have a better functioning for themselves.
 Technological Factors
There are a lot of technological changes which are coming in the organization which is a very
good factor for the company and the organization can use these at the digital marketing platform

so that they can improve and increase the sales (Stephen, 2016). There is awareness to the
customers and the society is also adapting to online platforms which is why it is very important
for the company to adapt to them so that there is a better functioning. The profitability in the
organization is going to increase and then the company will be able to have a better functioning
and invest in factors which are important for the company’s future growth.
 Legal Factors
The organization is using anti discrimination in the organization so that there is a better
functioning and the organization will be able to have higher productivity. It is very important for
the company to have employment laws in the organization so that the company can have a better
functioning for themselves. Getting digital marketing in the organization is very important so
that TUI can have better functioning for them. Health and safety is another very important factor
which the organization has to provide the employees and the customers from time to time so that
they can have a better trust level with them and the productivity and operations in the
organization can be faster.
 Environmental Factors
The company is helping the employees to have a better experience by providing them with
the best of environment and the company has a zero carbon footprint globally which is a great
factor (Bruce, Murthi and Rao, 2017). The organization is working on improving the reputation
and the portfolio of the organization in the market which is why the organization can take such
decisions for themselves. Climate change is also affecting the functioning and operations of the
organization which is why the organization is helping the government to improve the
environment so that the customers can get the best of experiences by the company. The
employees also need a healthy environment for them to work in which is going to make the
company have a better experience.
SWOT
 Strengths
The organization is having a lot of experience in this field because TUI is the first company
to start in the market as a hospitality and tourism organization. There are more than 150
countries which are being covered and expanded themselves into (Mandal and Joshi, 2017).