Marketing Analysis of Travel and Tourism Sector: Thomas Cook Report

This report delves into the multifaceted realm of travel and tourism marketing, providing a detailed analysis of key concepts and practical applications. The report begins with an introduction to the core principles of marketing within the travel and tourism sector, emphasizing the significance of marketing strategies for business growth and customer acquisition. It then explores the impact of marketing on travel and tourism businesses and destinations, followed by an examination of factors influencing consumer motivation and demand. Market segmentation strategies are also discussed, outlining their importance and practical usage. The report continues with an assessment of strategic marketing planning, the role of marketing research, and the influence of marketing on society. The report also covers the nature and role of the promotional mix, illustrated through an integrated promotional campaign for Thomas Cook. The analysis incorporates various aspects of the marketing environment, including micro and macro factors, and their effects on tourist destinations. The report concludes by highlighting the significance of adapting marketing strategies to meet evolving consumer preferences and market trends.

Travel tourism and
management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing in travel and tourism sector...............................................................1
1.2 Impact of marketing on travel and tourism business and destination...................................2
1.3 Factors affecting consumer motivation and demand............................................................3
1.4 Principals of market segmentation and its usage..................................................................5
TASK 2............................................................................................................................................6
2.1 Importance of strategic marketing planning.........................................................................6
2.2 Relevance of marketing research and market information...................................................7
2.3 Influence of Marketing in Society.........................................................................................7
TASK 3............................................................................................................................................8
Covered in PPT...........................................................................................................................8
TASK 4............................................................................................................................................8
4.1 Nature and role of promotional mix......................................................................................8
4.2 Integrated promotional campaign for Thomas Cook............................................................9
Covered in Poster........................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
This is one of the important sector for the organisation to have the effective management
of their business so that they can achieve better result in their business. It is important for the
company to make focus on marketing strategies so that they can enhance their market share as
well as customers base. Marketing is the management process that help to move the goods and
services from concept to consumers (Qu and Lee, 2011). There are four basic element that play
important role in this regard as identification, selection and development of product;
identification of price of such commodity; determination of effective distribution channel so that
such product can be reach to the place of customer; development of effective promotional
strategy. This report is based on Thomas Cook which is providing their services in travel and
tourism sector. There are different destination services that are provided by this company. In the
present report, there is vast explanation where this company is organising summer holiday 2018
at Morocco and Egypt. Furthermore, the concept of marketing in relation to travel and tourism,
factors that affect motivation and demand of consumer, market segmentation, importance of
marketing planning, influence of marketing on society, promotional mix are also explained.
TASK 1
1.1 Concept of marketing in travel and tourism sector
Marketing is one of the important factor of the organisation. It helps to enhance the performance
of the company in market. There are many factors that are required to be considered by the
organisation so that they can make necessary development in this regard. This concept aids to the
success of the business (Vanhove, 2011).
Thomas cook is the company that is providing their services in effective manner in tour
and travel sector. They have different packages so that they can attract large number of
customers toward them. The marketing of this sector is very important and it aids to enhance the
market base of the organisation. It is effective in providing useful information to large number of
people so that they can be attracted them toward themselves.
Following are the components that are required to consider by Thomas Cook-
1. Need and wants
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It is required for the company to make focus on needs and wants of their tourist at various
destination so that they can provide better services to them. When company makes focus on
needs and desire of people then it helps to the organisation to achieve its goals and objectives.
2. Satisfaction and quality
This is important task for the company to make focus to provide maximum satisfaction to its
customers by providing better and qualitative product and services. Satisfaction helps to the
company to attain their objective in better way and to stand for long time in market (Uriely,
2010).
3. Product
The marketing is important to provide useful information related to product and services of the
company. It is helps to the organisation to identify the requirement of people so that they can
provide better product that can fulfil the desire of the customers.
 Exchange, transaction, relationship
The exchange facility must be provided by the company at destination so that customer can be
satisfied with the services of company. The transaction that are with customers must be secure
and easy to understand. This is essential for the company to establish effective relationship with
the customers so that they can communicate in future as well (Peeters and Dubois, 2010).
 Market
It is required for the company to check market condition, variations and trend so that business
can provide services according to present situation. Market analysis is required to be done by the
organisation so that they can provide their services in effective way.
1.2 Impact of marketing on travel and tourism business and destination
MARKETING IN TRAVEL AND TOURISM
Date- 1st August 2017
Marketing environment is important factor where different features of marketing interact
with each other. This not only covers business elements but also external factors that have
influence over business. Thomas cook has enhanced their market sector by providing better
services at different destination like Egypt and Morocco. It will help to the growth of the
company. It is required for the company to provide their services in better way to cited
destination so that they can enhance their market sector.
Marketing is one of he important factor that helps to enhance the market sector of the
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company. It is required for travel and tourism sector organisation like Thomas Cook to consider
effective marketing techniques and strategy so that they can provide useful information to
people. It has vast impact over the business as it aids to increase market sector, number of
customers, profitability and productivity and many more.
Marketing environment consists of two aspects that influence the business as Micro and
Macro environmental factors. Micro factors cover tourist organisation, intermediary, suppliers,
customers and competitors. Macro factors include demographic, culture, tourism destination
and other PESTLE factors. This is essential for the organisation make the proper identification
of such factors so that it can't influence their business operation.
Marketing also influences destination where the service are rendered by the company. It
helps to attract large number of visitors toward the destination. This is also effective way to
provide useful information and data to the people so that they can plan their holidays at such
destination.
There are some of the external environmental factors that affect the business like Political,
economical, legal, social, technological and environmental factors. It is required for Thomas
Cook to consider such factors in better way so that it can't affect their business plan and strategy
in negative manner.
Marketing environment has impact over tourist destination and travel and tourism sector
business. When firm considers marketing environment then it helps the company to provide
better services as per the will of customers. This aids to address the issue that are faced by
people at various destination. If the desire of the customers do not get fulfil then they don't
move to such destination in future and not willing to accept the services of such company.
1.3 Factors affecting consumer motivation and demand
It is essential for the company to consider essential factors that influence the motivation
and demand of the customers. There are many factors that affect the such behaviour and it is
required for the company to consider such elements in better way so that they can attain their
goals and objectives (Sigala, 2011).
Following are the factors as-
Personnel and family influence: Age- It is the factor that affect the business of travel and tourism. People of different age
group have different choice and preference. It is important for the organisation to
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consider age factor by planning their services at different destination. Like children and
adult prefer to visit some exciting place through the sources that are famous at the
destination like rope way but older aged people like to go to places through car and other
public transportation mean (Neuhofer, Buhalis and Ladkin, 2014). Gender- Men and women have different choice and will related to various destination
place. This is important for such organisation to consider it effectively and provide their
services according to the desire of different people so that they can be motivated to visit
such places. Disability- There are some of the people who have some disability like physically
handicapped. It is required for the company to provide their services to them in better
way so that they can be satisfied with the services of organisation. When there is effective
services at destination like wheel chair, facility of ramp instead of stairs then they are
highly motivated to visit such destination (Murdy and Pike, 2012).
 Family life cycle- Family also influences the holiday destination choice of people. When
someone plan for some trip with their family then their choice is different as comparison
to other plan.
Social and situational influence:
 Nationality: In this, most important thing that affect travel and tourism sector is Visa.
There are some nation to whom the visa gets available in easy manner and people some
of the country that are completely restricted or with high level of restriction. Another
factor is language, this problem is faced by visitors of foreign nation.
 Tourism and work: It consists of the time that is required to visit such places. Tourists
do not want to devote much time on travelling. So it is important for this sector business
to provide better services so that people can explore more places at minimal time period.
 Social class and income: The living standard of people also affect the operation of such
businesses. Generally, if the cost of the services is high then people are not motivated to
visit destination. So it is important to provide services that can be afforded by people.
1.4 Principals of market segmentation and its usage
Market segmentation is one of the effective process to divide large segment into small
sub-segments. It helps to identify the needs and wants of people in better way and to provide
services as per their demand (Yoo and Gretzel, 2011).
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Following are the principals of market segmentation-
 Demographic-
According to this market segment, consumers are divided on the basis of age, gender, family
cycle. It is the good medium that provide useful information related to preference of people so
that organisation can provide their product and services as per their demand.
 Behavioural-
The market is divided on the basis of behaviour of the people so that business can provide
service that can be accepted by customers. It provides assistance to identify the behaviour of
different segment of people so that organisation can produce their product according to their taste
(Vanhove, 2011).
 Psychographic-
In this, visitors are divided according to lifestyle and personality of people. It aids the company
to identify the demand. Personality characteristics is most effective factor that help to predict
need of different individuals. Life style provides information to company so that they can make
production as per wants of different people.
 Geographic-
Here, needs and wants are divided according to the area from where people belong. If the visitor
is from village and small town then they generally not prefer to visit exiting place, they will
prefer any religious place but people from urban area like to explore some exciting places.
Uses of principals of market segmentation
 It provides assistance to the company to make focus on market segmentation in better
way.
 This enhances that competitiveness in market.
 Geographic segmentation aids the company to enhance geographical area of the
company.
 When organisation makes focus on different segmentation then it aids to increase the
number of customers of the company.
 Segmentation provides assistance to increase profitability of the business.
 It shows better definition of market to organisation.
 Provides assistance to make effective planning and strategies so that firm can target their
objective in better way (Murdy and Pike, 2012).
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 This provides assistance to provide satisfaction to visitors at various destination where
the services are rendered by cited organisation.
TASK 2
2.1 Importance of strategic marketing planning
Strategic marketing planning is one of the effective term to the success of the
organisation. It provides necessary assistance to business so that they can attain their objective in
better manner. This is important for Thomas Cook to make focus on strategic planning so that
better result can be obtained.
Following are the strategic marketing planning to Thomas Cook-
 To find out the perfect customers:
Strategic marketing planning helps the organisation to identify the best and true customers of the
company so that they c an provide their services in accordance to the desire of the people. It aids
to know the needs and wants of users. The company can easily identify to whom they are going
to target (Sigala, 2011).
 To identify the objective:
this planning helps the organisation to set their objective and take necessary steps to attain such
objective. The planning should be incorporated according to the objective and goal of the
company.
 To set the organisation apart from the competitor:
Strategic planning provides aid to the organisation so that they can be more effective as
comparison to their market competitors. When company considers effective planning then they
can separate themselves from others.
 To stay in the market:
Strategic planning provides assistance to the company so that they can effectively trade in
competitive environment. It helps the organisation so that they can stay for long period in market
and remain effective in market. Planning provides success to the business and aids to enhance the
performance of the company.
 Return on investment:
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Through strategic planning, organisation can achieve better and high return on investment. It is
important for the business to provide better return on investment that are made by shareholder so
that many people can be toward the firm (Moutinho, 2011).
2.2 Relevance of marketing research and market information
Marketing research is one of the important thing that provide useful information to
company like Thomas Cook. It helps to achieve the objective of the organisation. This aids in
identification and implementation of plan. When complete market information is available to
manager then it helps them to take better decision according to present situation.
Thomas cook has considered Market research. It is effective to provide useful
information related to market conditions to manager. This is great opportunity for the manager to
have complete information related to plan and policies of competitor, pricing strategy, customer
desires and major trends.
The market research is one of the important thing that is required to consider by cited
company so that they can consider effective measures that will provide growth and development
to the business. It provides assistance to the company to identify the area where it is required for
the company to make focus so that they can make necessary developments (Hanna, 2012).
2.3 Influence of Marketing in Society
Marketer varying market framework and people choices by influencing them for multi-
pal choices and temptation to consumers. In travel agency, there are various companies which
are established their venture in industry with new innovative strategies and concept offering to
travellers. Travellers have several choices and offers that are originated by companies and travel
and tourism is offering public various packages and holiday luxury packages to consumers on a
cost effective price.
Thomas Cook is largest emerging travel and tourism venture in UK market. It will affect
tours and travelling cost in industry as well as have a unique impact on society. Thomas Cook
offers its clients holiday and luxury packages in a effective and affordable price. Such prices
influence market and attract society. People like to travel in world and explore new place. Thus,
Thomas Cook is changing social choices and preferences in travelling place and perception in
their mind. However, everything which have a positive impact has negative impact too. Thomas
Cook is changing Visitors travelling behaviours and availability in destination by providing
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world tour packages. New entrepreneur has to initiate with more offering than Thomas Cook
which can cause that venture in loss (Sigala, 2011).
TASK 3
Covered in PPT
TASK 4
4.1 Nature and role of promotional mix
Promotional mix is the summarise form of different elements that are used by company to
present the organisation, the product and services of company. It is required for this company to
use promotional strategy so that they can enhance their market share. This mix covers
advertising, personal selling, publicity, corporate image sponsorship etc (Hall, Timothy and
Duval, 2012).
Role of promotional mix-
 Increase of brand image:
Promotional mix is effective to enhance the goodwill of the company. It is also effective to
provide necessary information so that number of customers can be increased. This has impact
over the brand value of the company.
 Increase customer traffic:
When useful information is provided to public then it has direct impact over the customers base
and it resulted in increase in number of customers of cited company.
 Enhance profitability:
When customers and market value of the company get increase then the profitability of the
organisation also increases. This is important segment for the business to devote their best effort
to enhance its profitability (Peeters and Dubois, 2010).
 To provide information:
Promotional campaign is adopted by company so that they can provide information related to
product and services to large number of people. It helps to attract people toward the services of
the company.
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4.2 Integrated promotional campaign for Thomas Cook
Covered in Poster
CONCLUSION
As per above study it can be concluded that there are number of factors that are required
to consider by the organisation so that they can enhance their market base. Marketing is one of
the important thing that is required to consider by Thomas Cook. They can consider Social media
way in promotional campaign so that they can provide useful information to large number of
people. It is required for this organisation to consider it effectively so that it provide growth to
the business of company.
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REFERENCE
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Online
Marketing In Travel And Tourism Industry. 2017. [Online]. Available through:
<https://myassignmenthelp.com/free-samples/marketing-in-travel-and-tourism-
industry>. [Accessed on 1st August 2017]
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