UK College Marketing Essentials for Travel and Tourism Report on TUI

This report examines the marketing essentials within the travel and tourism industry, using TUI as a primary case study. It begins with an introduction to the competitive landscape and the role of marketing in attracting customers and driving sales. The report then delves into a comparison of TUI's marketing strategies with those of other tour operators, analyzing elements of the marketing mix such as product/services, pricing, place, promotion, process, physical evidence, and people. A significant portion of the report is dedicated to outlining a basic marketing plan for TUI, focusing on marketing objectives, SWOT analysis, STP approach, communication strategies, pricing, budget, and various tactics to enhance brand image, increase customer satisfaction, and boost sales. The report also includes a discussion of intangible services and their role in creating tangible value for customers, alongside a section on monitoring and controlling marketing plans. Finally, the report concludes with a summary of the key findings and implications of effective marketing strategies in the travel and tourism industry.

Marketing Essentials
for Travel and Tourism
1

Table of Contents
Table of Contents.............................................................................................................................3
INTRODUCTION...........................................................................................................................4
Part 1 (Covered in PPT)...................................................................................................................4
Part 2................................................................................................................................................4
A comparison of the ways in which different tour operators......................................................4
Basic marketing plan for a travel and tourism Organisation to meet marketing objectives........6
CONCLUSION..............................................................................................................................11
REFERENCE................................................................................................................................12
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INTRODUCTION
In competitive environment, travel and tourism is becoming a leading industry that
contribute in economical condition of a country and make it strong. Travel and tourism industry
is main business sector which attracts customers and get ready to buy products and travelling
services. In all companies marketing is playing a vital role which are used by marketing manager
for the purpose of influencing customers and increasing organisation sale. The marketing
manager of business organisation is playing a vital role who analysis the needs of people and
introduce products and services according which attracts them and make decision to buy (Kartika
and Riana, 2020). This report is based on TUI that travel and tourism company providing
travelling packages to customers by understanding their needs. This consist 1600 travel agencies
and leading online portal, six airlines with around 150 aircrafts. Now the plan of organisation is
to introduce ski holiday packages for customers so they can spend their holiday. This report
cover understand about role of marketing, comparison of ways where travelling and tourism
company uses element of marketing essential and marketing plan that helps to run a business
effectively.
Part 1 (Covered in PPT)
Part 2
A comparison of the ways in which different tour operators
In business environment, there are many tour operators who are providing different
travelling and tourism services as per customer wants that attracts to perform well. Marketing
mix is the combination of different factors which are required to run a business and helps to get
the competitive advantages. TUI is large size tour operator which is using marketing mix by
comparing with other organisation in travel and tourism. This helps to increase the organisational
productivity and profitable (Madhukar and Sharma, 2019).
The comparison of ways in different tour operators are as defined:
Basis TUI British Airways Holidays
Product/ services This organisation is selling the
products in 5 categories that
involves designs of organisation,
This is flag carrier airline in UK that
is providing airline services as tour
operator, design, branding, tour
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flight services, tour operator,
accommodation, booking tickets,
Wi Fi, meal, refreshment etc. that
attracts customers. TUI is also
providing Ski holiday services as
some wants cool and ice areas.
packaging. This provide excellent
services in flights such as Wifi, fresh
meals, drinks etc.
Price TUI is tourism organisation that is
selling the airline services at retail
and competitive prices according to
different class that attracts
customers. Manager analysis the
income group of their targeted
customers and provide services
according to them.
This planned the prices of their
airline services according to
destination and class of services that
attracts customers and increase the
business performance (Khan,
2019) .
Place In present, TUI is strong tour
operator where it operates 1600
travel agencies, has 150 crafts over
380 hotels in order to providing
airline services that attracts
customers at different destinations
(Marketing mix of TUI. 2019).
This refers as distribution of services
from manufacture to consumer. This
organisation is operating business by
using direct sales, multi channel by
serving more than 400 destinations
with a fleet of 273 aircrafts by
involving Boeing 747s, 777s, 787s
(Marketing mix of British Airways
Holidays, 2019).
Promotion TUI undergoes personal selling
with large sales force that increases
business profitability. this uses
celebrity advertisement, social
media, newspapers, billboard etc. in
order to attracts customers and
deliver them best quality of
travelling services.
The marketing managers of such
organisation are using T.V
advertisement, news papers which
helps to inform customers and
making buying decisions. This
provide convenient to book tickets
online and cancellation facility to
customers.
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Process TUI is using online delivery
process where orders in relation to
booking and cancelling are done
through computer system. This is
actively involves in research and
helps to improve the organisational
performance.
British Airways is launching new
ticket service e-ticketing. This offers
nine types holiday packages and
accommodation services and online
booking process that make easy and
convenient ways to customers.
Physical evidence TUI is having design packages
according to destination, well
structure and design of flights,
distinct class of ski holiday
packages and interior work that
helps to identify by customers
easily.
It is consider as intangible aspects of
business. in flight services loungers,
behaviour of attendants, design of
cabin, interior of flight that attracts
customers and give them best
experience (Kartika and Riana,
2020).
People This organisation is having
different people, pilots, marketing
managers, tour operators, market
analysis, technical people, cruise
member, finance manager and
effective team who are working
effectively.
In this organisation, engineers,
marketing managers, selling
managers, employees, flight
operations, team, finance etc. this
has 40000 employees including
15000 cabin crew, 3600 pilots and
5500 engineers.
Basic marketing plan for a travel and tourism Organisation to meet marketing objectives
Marketing plan is consider as operational document that should be in the form of written by
involving all plans and information in order to attain the business goals. For all organisation it is
important to prepare a marketing plan that can help to attracts the customers and deliver them
best services. This create a opportunity for business organisation as they decide their goals and
prepare a marketing pans that states how to run steps and can run a business effectively in
competitive environment. In absence of marketing plan it become difficult for organisation to
meet with their set objectives. It outlines on advertising strategy by involving PR campaigns and
other activities that attracts customers and increase the organisational profits. In TUI, marketing
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managers are focusing on needs and wants of their customers which helps to attracts customers
and increase profitability. Managers are targeting their customers in relation travel and tourism
that improve business productivity. This is targeting people and gather information who wants
travelling services. This plan identifies the target market for product and brand in order to attain
the business goals and objectives. A marketing plan in context to TUI is stated below:
Executive Summary – TUI is third largest company in competitive business
environment that is operating business by providing travelling and tourism services. The
managers of such organisation are identifying needs and wants then introduce products and
services optimally so customers get influence and make right business decision to buy. TUI is
having good interior, brand image, high profitability by using new technology. The tour operator
of such organisation are playing a vital role by organising tour packages, airline services etc. as
per the customer demand which helps to increase the business performance in competitive
business environment. It uses new technology and new places to visiting. For instance, manager
of TUI are planning to organise tour packages for ski holiday that can help to face the
competition and increased the business performance (Al-khinji, Chen, and Eldabi, 2019).
Vision “Think travel, Think TUI” this means whenever people think to spend holidays then
they must selects TUI.
Mission To provide better quality of travelling services.
Current
situation
In changing market, needs and taste of customers are changing where organisation
need to introduce products and travelling services accordingly.
Pricing This organisation is adopting economical pricing strategy as per customer income
group that attracts customers and make decision to buy the airline services
Competition The rivals of TUI are British Airways Holidays, Virgin Holidays, Jet2 holidays,
Hays Travel etc.
Current
situation
This organisation is delivering best quality of airline services at reasonable cost that
helps to maintain the good position in competitive market.
SWOT analysis Strength Weakness Opportunities Threats
 Main
focus on
airline
services.
 Having
competitors
in airline
industry.
 Market
specific
targeting
 High
 Political
restriction
in other
country.
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 Best
quality
of
travellin
g
services.
 Ski
holiday
and
other
new tour
package
s as per
custome
rs needs.
 Well
recognis
ed
brand.
 Lack of
resources.
 Changing in
taste and
preference.
 Capacity led
volume
reduction
backfire.
 Having
reliance on
technology
(Ealy, 2019).
brand
value and
investment
 Adding
new
customers
from
online
channel.
 New
environme
ntal
policies.
 Low cost
of delivery
and
transportat
ion.
 Foreign
exchange
 Increase in
inflation
and interest
rates.
 Lack of
talented
and
technical
person in
organisatio
n.
Objectives  To increase the organisation brand image.
 To increase market share up to 50% that can help to make high profits.
 To maintain high position in market.
 Increase the satisfaction level of customers.
 Delivery of best quality airline services.
Marketing
strategy
To increase the sale up to 60% - The marketing strategy of TUI is to attracts the
customers and increase sale than past years. So manager of such organisation are
introducing the new tour packages as Ski holiday where customer will feel good
after visiting cool and icy places.
To improve brand image – As there are many competitive organisation who are
selling travel and tourism services of better quality. The manager of such
organisation are making plans and introduce new travelling packages at reasonable
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cost that helps to improve the brand image.
To increase the customer satisfaction – TUI is using new technology and
innovation in their airline process for the purpose of providing safe ride to customers
that can hep to build the customer trust and increase their satisfaction level.
Tactics STP approach: The market segment for travelling and tourism interested customers
are as categorised:
Segment – The management of TUI are focusing on demographic and geographic
level where they focuses on specific income group and location that can attracts the
customers and deliver them best quality of services.
Targeting – the management of chosen organisation is targeting all class people and
arrange the airline and accommodation services accordingly.
Position - USP is developing by manager of TUI who understand customer demand
regarding spending holidays that attracts customers.
Communication
strategy
The communication strategy is used by marketing manager in which it uses social
media, print media, magazines and other actions for communicating properly with
public that helps to provide information. Moreover, digital model of communication
are uses by organisation so customer can get information timely and maintain the
profitability.
Pricing The prices of Ski Holiday and other tour packages with special facilities will be start
from 1000 GPB.
Budget In TUI, a budget is set by marketing manager for their Ski Holiday packages and
other cost in relation to travel are as:
IT and technical services £150000
Research activity £80000
Internet £20000
Marketing £100000
SKI services £ 200000
Promotional activity £ 100000
Total £ 750000
Strategies
applied by TUI
Intangible Services to make tangible
Emotions security while providing  To inform about airline
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travelling services facilities.
 Rule and regulations.
 To provide information
regarding sitting and getting
something
 To received a flight entrance
 To understand customer needs
Hygiene and Sanitation  Clean seat and better
accommodation services.
 Clean toilets and fresh air rooms
(Kumar, 2019) .
 Maintaining personal hygiene
 Well designed and airline
structure
Safety  Having technical person such as
engineers, pilots.
 CCTV installation at every
flights (Tonya and Matilda,
2019).
 Well maintained organisation
and proper security to
passengers.
Efficiency  Emergency help from hotel staff
 Knowledge of airline policy
 Timeliness of services
 Responsiveness of guest request
Monitoring and
controlling
This stage is performed by manager of TUI for the purpose of evaluating their
marketing plans. In this manager uses KPI Tool that will help to states the
performance of organisation. It will also state that organisation is managing all
activities or not. This helps to maintain the good performance (Ergener and Arikan,
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2019).
CONCLUSION
From the above presentation it can be concluded that marketing manager are having
different roles and responsibilities that helps to perform the activities and increase business
performance. In current and future trend the marketing is related to product concept, production,
selling, marketing and societal concept that are used to attracts customers. The function of
marketing are research, promotion, gathering information, pricing, customer support etc. that are
interrelated with each other and complete the targets.
From the report it can be concluded that marketing is important for business that uses to
inform the customers regarding particular product and services so customer feel happy and make
right buying decision. Marketing mix is the combination of various factors such as product,
price, place, promotion, process, physical evidence etc. that helps to take the competitive
advantages. A marketing plan is prepared by managers for the purpose of attaining their goals
which is decided and can help to increase the brand image.
Marketing is the wider term that related how to influence customers and can provide
them products and services. Different types of marketing ways are uses by organisation that
helps to attract the customers and deliver them best quality of products and services. For all
activities marketing manager are responsible who analysis the market and identify needs. For
thus presentation TUI is selected organisation that offers different travelling services as per
customer wants and maintain good services. This presentation cover roles and responsibilities of
manager in different functions and interrelation with marketing function.
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REFERENCE
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Hartman, G. and Nickerson, N. P., 2020. Tourism-Related Business Owners Speak Out About
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Online
Marketing mix of British Airways Holidays. 2019. [Online]. Available through:
< https://www.mbaskool.com/marketing-mix/services/17544-british-airways.html>
Marketing mix of TUI. 2019. [Online]. Available through:
<https://www.essay48.com/term-paper/14020-Tui-Marketing-Mix>
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