Destination Marketing Report: Analysis of Jet2Holidays Strategies

This report provides a comprehensive analysis of destination marketing, focusing on the strategies employed by Jet2Holidays. It begins with an introduction to marketing principles and their application in destination marketing, using Jet2Holidays as a prime example. The report delves into the principles of marketing planning, including mission, vision, objectives, STP, and the marketing mix. It then examines the key elements of destination marketing campaigns, such as market research, SEO, value propositions, and content quality. The report further explores the various digital marketing tools utilized for advertising, including Sprout Social, Wyng, Woobox, Nanigans, and Facebook Power Editor, assessing their effectiveness in reaching target markets. The role and services of Destination Management Organizations (DMOs) in marketing destinations are elaborated upon, along with an assessment of the challenges faced by DMOs, supported by relevant examples. The report concludes by summarizing the key findings and insights into destination marketing strategies, with a specific focus on the practices of Jet2Holidays.

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1.Principles of marketing planning for marketing destination.............................................1
TASK 2............................................................................................................................................2
P2.Analyse the key elements about destination marketing campaign as examples to define
objectives:...............................................................................................................................2
TASK 3............................................................................................................................................4
P3. Different digital marketing tools utilised for advertisement............................................4
Task 4...............................................................................................................................................5
P4. Elaborates about roles and services of DMOs in marketing destination..........................5
P5. Assess the challenges which faced by DMO destination while using of examples.........6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the activity that emphasis about to advertising, manufacturing, selling,
distribution of product and service. The objective of marketing is to explore customer preference
and fulfil accordingly (Abubakar and et. al, 2017). In organization to identify about customer
issues to reduce and measure opportunities that allows to provide desire outcomes. Destination
Marketing is about engaging with having important key player in order to drive awareness about
destination thereby driving interest so that people visit to specific destination. It is about finding
that having set of creative way of communicating about destination value proposition. It mainly
focuses on attraction of visitors- tourists, investors for effective University skilled labour force.
As per consideration for this report, Jet2Holidays is British package where holiday
provider and having better tour operator as it was founded in 2007. In the year of 2018,
Jet2Holidays is the second largest tour operator in United kingdom. On the basis of this report,
the topics are highlighted on principles of marketing about destination through using specific
examples (Alrawadieh and et. al., 2018). Different range of destination marketing about
campaign, different digital marketing tools promoting destination. Challenges about to DMO in
marketing destination about using range of examples. At last the objective to making this report
for scrutinize information about Destination Marketing organisation works around the world.
MAIN BODY.
Task 1.
P1.Principles of marketing planning for marketing destination.
Marketing planning is a procedure which encompasses about examine current6 situation
and gather relevant information related to product and service for identify marketing
opportunities. It is further helps to forecasting and establishing planning premises, selecting
target market which helps to determine marketing objectives, designing and developing
marketing strategy (Armenski, Dwyer and Pavluković., 2018). In perspective of Jet2Holidays,
their marketing team is to associate for conduct planning for promotion practises of travelling
product and services. Principles of Marketing is elaborates in Jet2Holidays are as follows:
Mission: This statement of mission is comprising “to deliver that amazing journey about million
of customers. From customer where it facing through on ground air”.
1

Vision: Their vision statement is quoted about “they want to expand leisure Travel business
through focusing on growth in both leisure sector where airline market and tour operator market.
Objectives: As per Jet2plc are coming up with innovative idea of E-flights in this they will
provide oniline booking of flights as well as people can access e-flight as per their convince.
STP of Jet2Holiday:
As Jet2Holiday company plans to come with their economic airlines services through
online platform in which this objectives to undertakes for those people who are not able to book
their tickets in offline. Thus, Jet2Holiday is introduce E-flights ticket booking for their existing
and new customer.
Marketing Segmentation: The new services which Jet2Holidays wants to execute in
country such as South Africa can be one region. In that still the airline services are not provided
in proper manner.
Targeting: On the basis of new E-flight ticket booking establish by Jet2Holiday they
usually focuses on Middle class and upper middle class people.
Positioning: As per the services of Jet2Holiday are quality enough and they are most
prominent services to provide and they have current position is premium level.
Monitoring and Controlling
As this concept of monitoring is depicts about to assess or monitor on recet project alongt with
the investment which invest on new project is providing positive outcomes or not. And the
controlling is emphasis about to handle overall errors that evaluate positive outcomes and
eliminate uncertainty.
Marketing principles of Jet2holidays company
Marketing mix: It is key foundation on which it most modern marketing strategies and business
are important activities in elaborates such as:
 Product: In Jet2Holidays product in packages are in collaborative type of flight services,
tours packaging to provide customer for making their adventure in thrill manner. As per
tour activity are concerned they provide packages in demand (Fusté-Forné., 2020). There
is consisting high quality of tour packages within authentic experience.
 Price: The pricing is decides on the basis of specific destination, if it is local tour like
within UK boundaries Jet2Holidays charges economic range of price for exchange on
2

cost per value. The price is most flexible component for effective marketing mix. It is
most vital competitive strategy to implies forming decision making on average pri9ce to
change as discount.
 Place: The strategies of distribution concerned with marketing product available where
available to customer as per requirement. It involves activities about undertaken to make
product and services accessible and available to target customer. The physical
distribution which consists about overall price discrimination between different groups of
customer. In perspective of Jet2Holiday they mainly provide their travelling services in
United Kingdom, United States and Europe.
 Promotion: This is one of the most important aspect of marketing, as it helps to advertise
about E-flights within competitive advantages attained. It involves overall activities
undertaken to communicate highlight about qualities of product (Ghaderi, Hatamifar and
Henderson, 2018). Through traditional promotional mix mix which has been broken
down into four element, sales promotion, public and personal through selling of tourism
product.
 People: For this vision an objective of e-flight thre would be require of extra manpower,
although company has enough workforce but new project require expertise and
professional or experience in airline as well as IT sector background.
 Process : The process would be consider on the basis of usage of internet as well as for
booking ticket through Jet2holidays application. People can access through their mobiles
and laptop.
 Physical Evidence: The physical evidence of Jet2holidays is having their logo as well as
their services are assort by local of people of USA, United Kingdom etc.
Evaluation:
In above principles of marketing planning in Jet2Holiday company is elaborates about
marketing mix to get information which is related to specific destination. On four Ps of
marketing is relate with Jet2Holidays they tend to provide their services to customer point of
view. On the basis of above 7ps is reflecting through better communication and promotion aspect
of their new product and services which is e-flights can promote in digital platform to retain their
existing and new form of customer.
3

TASK 2.
P2.Analyse the key elements about destination marketing campaign as examples to define
objectives:
Overview of Destination Marketing:
This type of marketing is emphasis about to organisation which promotes for location as
an attractive through travel destination. The concept of DMOs Destination Management
Organisation is known as tourists boards. It is having strategy plan that derives about developed
to promote about entire region on destination. On travel professionals basis in specific areas
there is requirement to create strategy that attract a wide variety on traveller destination. The role
of destination marketing in Jet2Holidays is helps for better sustainable tourism is highly
important. As it is essential to create effective destination marketing having equally role to
success of tourism sector.
Jet2Holiday company marketing team enhance campaign to describe for defining objectives:
 Market research: This is one of common research that supplemented with knowledge
about company that gains field. The marketing department of particular company tries to
scrutinize and explore overall competitive market to collect valuable information and
right customer for their product (Imani Khoshkhoo, Farhadi Uonaki and Doosti-Irani,
2019). For example: Jet2Holiday team conducts research in travel market for only
mapping about what type of customer is seeking for travelling adventure. As company
mainly approach online research because trending of new research outcomes prevails
that effective understanding about to scrutinise solution which comes to approach right
opportunities.
 Search Engine optimisation : The SEO is not only for regulation of websites but also to
optimise relevant information about specific objectives. It also handling overall digital
marketing campaign which is used by buyers on online search. It is all about marketing
where website to optimised where local research about campaign (Jiménez Barreto,
Rubio and Campo Martínez., 2019). For example: the usage of digital marketing is
undertaken by many company, where Jet2Holidays also use to promote their services for
allows more customer interaction.
 The value proposition: It is having target to right people while identified at the time of
scrutinise information about product and service. It helps to improve their business
4

through overcome from issues such as competitors clashes. For real example:
Jet2Holidays mainly offers their travelling services to target people who are adventure
oriented and easily affordable within effective manner.
 Quality of Content: The provide of valuable content is having potential solution about
effective customer through better quality content. A customer is having beginning phases
about buying journey. As per the information which is available and having further down
to funnel about to elaborate detailed information. Through providing quality content
where every step to along for effective buying process where resources about what they
need to elaborates response (Kesgin, Murthy and Pohland., 2019). For real example: At
the time of promoting or advertisement Jet2Holiday make sure that content must have
quality where it enhance to target potential customer.
TASK 3.
P3. Different digital marketing tools utilised for advertisement.
Digital marketing is type of online marketing where it used of promotion of brands to
effective connect with having potential customer through using of and other form of digital
communication. This involves about E-mail, social media and web based advertising where
multimedia messages are promoting better marketing channel. It is more often about to compared
towards traditional marketing such as magazine ads, billboards and direct mail. In context of
Jet2Holidays company also perform on digital marketing platform to enhance better positive
outcomes by reaching target market. (Micera and Crispino., 2017). As per above section of
Market campaign which specify about market research, search engine optimisation and oter
factor which mainly emphasis to target the market for Jet2Holidays such as tourism peoples and
hospitality business from which they can attain customer for their services. There are some tools
of digital marketing which is used in Jet2Holidays company for promoting their services on
different platform:
There are some of digital marketing tools for promoting and advertising activities by Jet2Holiday
company:
 Sprout social: It is refers about behind massive about list of digital marketing tool, it is
type of social media management which helps to engage the business platform for
business that makes easy brand effective.
5

 Wyng: This is an engagement marketing platform with having focuses on garning
engagement that determine to transforming global brand to engage with convert for
today's mobile and social consumer. In additionally about their platform boasts that to
built analytics for dashboard that maintain performance in given campaign.
 Woobox: It is social engagement platform for emphasis which is having interactive
about valuable content. The platform about best known as turkey solution which is
running giveaway competitions.
Paid social media tools:
The influence of social sites which is goes to beyond leads to organic leads. In paid
platform about brand in front of large group of active users to unable about reach. The major
social network that consume enough data on their user for targeting which becomes externally
effective making social to having impression.
 Nanigans: It is multichannel to advertise software about emphasis on Facebook
marketing. It is software that access to re targeting and having other tools that make
targeting more efficient (Moustaka., 2021).
 Facebook power editor: The power Editor is Facebook about own tool creating and
running hyper specific advertising campaign. In perspective of marketing that starts to on
paid social media front tha is easily on best digital marketing tools.
Evaluation:
In above digital marketing tools for Jet2Holidays for which social media marketing is one
of most effective promotion and advertise on specific destination which target by company.
Facebook, Instagram and twitter are one effective social media platform where people are more
actively participate to gain positive outcomes. Thus, digital marketing tools is more innovative
for attaining positive way of outcomes.
Task 4.
P4. Elaborates about roles and services of DMOs in marketing destination.
The Destination Management Organisation which is similar towards destination about
management on which organisation is having two main terms are sometimes used to inter
changeable. As per this case of destination where marketing organisation focuses on promoting
about destination. As per perspective that makes more attractive about tourists through business
6

in other potential travellers. The concept of Destination Management Organisation is having
wide range of marketing techniques that involves display advertising, content marketing, social
media promotion and experimental marketing.
The Role of DMO in Marketing are:
 Establishing competitive edge: The developing about destination about attraction and
utilisation of resources which is way of highlight where the authenticity and having
characteristics to presume. To ensuring about positive visitors experiences about allowing
tourists to push about their limitation and venture about outside their comfort zone. For
example: Jet2Holidays would promote their advance travelling services which not other
competitors has provided like seasonal base travelling in better affordable price that
customer can easily acquire that services .
 Ensuring Sustainability: It is mainly emphasis about responsible tourism practises to
preserve destination about visitor through local alike (Mwinuka, 2017). The generation of
incomes from stimulate through destination that development through infrastructure and
transport services. To upgrade skills and rural workers and provide funds to monitor
employees and sustainable managed. For example: As Jet2holidays provide their service
to local peoples as in offering better discounts and less prices on which local people can
afford like UK citizen. This would create better goodwill in competitive market place.
 Communication factor: In perspective of Jet2Holidays company comes under into
destination marketing where company uses to interact with their customer through social
media platform. There are some sources through which company use to commence online
chat to clear out overall communication level within effective manner. The goods
destination management that helps avoid social and cultural conflicts and prevents
tourism from negatively affecting local values. For example: The marketing team of
Jet2Holidays need to promote their travelling blog post on social media platform which
would create high awareness within effective manner.
Services of Destination Management Organisation:
The services which related to the DMO is to provide effective services that creates more
competitive advantages (Ritter, Boger and Draper., 2020). For example:, as in context of
Jet2Holiday company they entitled to provide breakfast, lunch, dinner, combo travelling
7

packages, airline tickets along with facilitates staying of premium based hotels to make their
customer comfort.
P5. Assess the challenges which faced by DMO destination while using of examples.
The challenges of Destination Management Organisation which is faced by world's
leading destination marketers. In the country of Norway to Australia where Israel to Greenland
where Maldives to Nether land from Canada with USA. Some of challenges are generates
through Jet2Holiday challenges the Destination Management Organisation are:
Profit and Planet:
 To generating short term profits without facing compromise within long term revenue.
 By capacity on planning and execution for organisational development.
 Ensuring about effective accessibility and adjusting on population.
 Developing sustainability and adjusting to tourism products which addressing impact of
planning responsibility.
 Forming effective pricing strategies.
 Reviewing through socio economic through impact an developing destination without
comprising effective quality of resident.
Cost Revenue:
 To having perception alternatives for funding model and having new possibility in
manner to create innovative strategies along with effective budget planning.
 For considering taxes, grants and assessment opportunities related with tourism.
 By exploring unique hybrid that financing or crowd sourcing for funding model
(Souiden, Ladhari and Chiadmi, 2017).
 To collaborate with new industry and gaining new stakeholder that enhance effective
challenges.
 Measuring about the economic impact of marketing efforts.
Product and Promotion:
 The addressing about how consumers are shaping destination marketing through
digitalisation and democratization.
 Assorting and acquisition about new tools and technologies of marketing that
facilitates productive platform.
8

CONCLUSION
As per above overall report of Destination Marketing where it summarised about
importance of principles of marketing that enhance planning to support about marketing about
destination. Marketing mix is plays an important role to scrutinize information through Four Ps
about destination marketing. Different marketing campaign about travel business to using
example for analyse situation. There is different digital marketing tools about used of implement
objectives where it meet standards. Digital marketing tools such as social media and online
marketing creates an opportunities for enhance better travel business flexibility in terms of
promotion and advertisement of their product and services. At last there is challenges which
demonstrate about to face in Destination management organisation through using examples as
company context.
9

REFERENCES
Books and Journals
Abubakar and et. al, 2017. eWOM, revisit intention, destination trust and gender. Journal of
Hospitality and Tourism Management. 31. pp.220-227.
Alrawadieh, Z., Dincer, M.Z., Dincer, F.I. and Mammadova, P., 2018. Understanding destination
image from the perspective of Western travel bloggers: the case of Istanbul. International
Journal of Culture, Tourism and Hospitality Research.
Armenski, T., Dwyer, L. and Pavluković, V., 2018. Destination competitiveness: Public and
private sector tourism management in Serbia. Journal of travel research, 57(3), pp.384-
398.
Fusté-Forné, F., 2020. Savouring place: Cheese as a food tourism destination landmark. Journal
of Place Management and Development.
Ghaderi, Z., Hatamifar, P. and Henderson, J.C., 2018. Destination selection by smart tourists:
The case of Isfahan, Iran. Asia Pacific Journal of Tourism Research. 23(4). pp.385-394.
Imani Khoshkhoo, M.H., Farhadi Uonaki, M. and Doosti-Irani, M., 2019. Influence of Tourism
Infrastructure on Destination Selection (Case study: Isfahan city). Journal of Tourism
and Development. 8(4). pp.126-147.
Jiménez Barreto, J., Rubio, N. and Campo Martínez, S., 2019. The online destination brand
experience: Development of a sensorial–cognitive–conative model. International Journal
of Tourism Research. 21(2). pp.245-258.
Kesgin, M., Murthy, R.S. and Pohland, L.W., 2019. Residents as destination advocates: the role
of attraction familiarity on destination image. Journal of Hospitality and Tourism
Insights.
Micera, R. and Crispino, R., 2017. Destination web reputation as “smart tool” for image
building: The case analysis of naples city-destination. International Journal of Tourism
Cities.
10

Moustaka, A., 2021. DESTINATION IMAGE AS MEANS OF BRANDING AND
MARKETING: EVIDENCE FROM A MOUNTAINOUS CITY DESTINATION IN
GREECE. Journal of Tourism Management Research. 8(1). pp.30-47.
Mwinuka, O.H., 2017. Reviewing the role of tourism marketing in successful sustainable tourist
destinations. African Journal of Hospitality, Tourism and Leisure. 6(2). pp.1-11.
Ritter, M., Boger, C.A. and Draper, J., 2020. The effects of time living away from home and
family support on intention to host a destination wedding. Journal of Destination
Marketing & Management. 17. p.100461.
Souiden, N., Ladhari, R. and Chiadmi, N.E., 2017. Destination personality and destination
image. Journal of Hospitality and Tourism Management. 32. pp.54-70.
Stepchenkova, S., Su, L. and Shichkova, E., 2019. Marketing to tourists from unfriendly
countries: Should we even try?. Journal of Travel Research. 58(2). pp.266-282.
Taecharungroj, V. and Mathayomchan, B., 2020. Traveller‐generated destination image:
Analysing Flickr photos of 193 countries worldwide. International Journal of Tourism
Research.
11