Topdeck Case Study: Communication Management in Hospitality Industry

This report explores the crucial role of communication management within the hospitality, events, and tourism industry, using Topdeck, a leading UK travel company, as a case study. The report outlines Topdeck's mission and vision, which centers around providing exciting and affordable travel experiences for young people. It delves into the company's campaign plan, specifically the 'family fun trip' initiative, and analyzes its segmentation, targeting, and positioning (STP) strategies. Furthermore, the report highlights the importance of marketing research in understanding customer needs and building relationships within the tourism sector. The marketing mix elements (product, price, place, and promotion) are examined in the context of Topdeck's new market plan, with emphasis on leveraging social media platforms like Instagram for promotion. The report concludes that effective communication management is essential for attracting tourists and executing successful marketing plans in the tourism industry. Desklib provides access to similar reports and solved assignments for students.

Communication Management in
Hospitality, Events and Tourism

Introduction
 Communication is a process required in
each and every industry whether it is a
business organization, hospitality
industry or travel company.
 Communication becomes more essential
factors when it comes to travel &
tourism industry.
 Because they need to communicate for
attracting people toward their company
or establish relations between
companies.

Introduction
 Topdeck is the one of the top travel company in UK,
founded by a group of friend with a passion for
adventure. Company aims at inspiring young people for
deep and thrilling travel experience to enrich their life
experiences.
 Company offer tours and trips throughout America,
Australia, Africa, Europe, New Zealand. Leaders of the
company organise group travel at same time they
inspires and lead their customers to meet other new and
open minded people during their trip(Fill and Turnbull,
2019).

Campaign plan
 Campaign plan is process of
achieving an objective by
conducting activities and using
resources of the organisation.
Campaign plan can only be
successful by planning the
objectives, evaluating the
campaign and with a impactful
message.

Continue.,
Campaign plan involves the strategy a
company adopt for promoting its products
or service to generate revenues. Campaign
aims at engaging the audience focusing on
marketing plan. Topdeck started a
campaign named as “family fun trip”.
This campaign plan of the Topdeck is to
arrange tours and trips for families at lower
cost(Singh and Jaykumar, 2019).

Mission And Vision:
 Mission: Mission of the company is to provide exciting travelling experiences to young
people that create freedom from the repetitive normal life. It provide holiday trip
without much cost to youngsters.
 Vision: The vision of the company includes to be the best company providing group
traveling experiences internationally and delivering excellent services with the help of
expertise.

Campaign Objectives
 Topdeck tour & travel company is provide trips for group of young people to explore
and enjoy life experiences and applied many campaigns for promotions but for the new
campaign company has different objectives and target group that can be described as
below:
 Arrange trips for families.
 Providing new and exciting life experiences for family group.
 Increase the market size of the company(Sample, Hagtvedt and Brasel, 2020).

STP
 Segmentation: Topdeck divide it market in
demographic segment including
characteristics like income and age.
 Target: Target group of the company is to
deliver group trips for young people to
escape from their ordinary routine and give
them chance of meeting new friends,
exploring new life experiences.
 Positioning: The brand has positioned itself
as a tourism company emphasize on
providing the group traveling experiences.

Marketing research
 Market research can be defined as a process of finding out the needs and demands of
customers in a specify market area or industry.
 Market research gives opportunities to business derived the data and informations from
customers.
 Just like any other industry tourism industry also needs to build up the relationship with
tourists by providing best service quality.

Marketing Mix:
 Elements of marketing mix includes product, price, place and promotion. Marketing
mix for the new market plan of Topdeck can be described as below:
 Product: Product and services of Topdeck include group trips for young people with
variety of facilities such as skiing, tracking, hiking, camping, festival trips as well as
delicious foods aimed to provide unforgettable experiences

Continue.,
Price: Topdeck do not follow fix
price strategy for its services. But
usually services of Topdeck is not
much costly
Place: Company has gained a strong
competitive advantage with offering
its services across 60 countries
including Mexico, Singapore, New
Zealand, Thailand, London,
America, Australia and many other
emerging markets

Continue.,
Promotion: Marketing experts of
the company promote its facilities
and services through social media
platforms like Facebook,
Instagram.