Marketing Essentials for Travel and Tourism: Hays Travel Analysis

This report delves into the marketing essentials within the travel and tourism sector, concentrating on the roles and responsibilities of marketing functions, and their interrelationships with other departments within Hays Travel. It highlights the significance of local customer focus, virtual reality tours, and leisure market growth, and also emphasizes the importance of innovation, creativity, and customer feedback. The report further compares the marketing mix of Hays Travel with that of Parks Holidays, analyzing aspects such as product, price, place, promotion, people, and process. A marketing plan is then developed, taking into consideration the unique challenges and opportunities within the current market, especially in the wake of the pandemic. The report concludes by summarizing the key findings and providing recommendations for future marketing strategies within the travel and tourism industry.

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Roles and responsibilities of marketing functions.......................................................................3
Interrelationship of marketing function with other departments in Hays Travel.........................5
Comparison of marketing mix with other organization...............................................................7
Marketing plan for Hays travel limited .......................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials for Travel and tourism being more systemic and have proper
coordination in execution of policies in business with both public and private sector. Marketing
through which they are operating local, national or international level for achieving the optimal
level of satisfaction (Gretzel, 2018). Hays travel company is independent limited organization. It
is the largest independent travel agent in UK and operates overall world. They have work for
providing holiday packages to their customer. This report explain about the roles and
responsibilities of marketing along with their interrelationship in various departments in
organization. Comparison of marketing mix with other tourism organization. This report also
develops marketing plan to meet with up marketing objectives.
MAIN BODY
Roles and responsibilities of marketing functions
Marketing concept is an idea that satisfied the needs of customer with means of products
as to solve their customer problems. Marketing concepts help the organization for their more
development in market and make better position with having brand value. Products and
production concepts are being required for having their products in market with some different
labelling and packaging. Marketing process allow steps for identifying Hays travel organization
their customer problems, evaluating market opportunities and research desired audience. It is
important for marketing department to play roles along with some responsibilities which are as
follows:-
Focused on local:-
One of the key that involves in travelling management is focused on local customer rather
than international customer. Hays travel company must need to pay their more attention towards
local audience. This is because due to having pandemic many places restrictions and overall
internationally travelling have been closed. For that they have to make local customer safe
targeted demographic towards organization (Buhalis, 2021). Packaging being provided by Hays
travel internationally, but now they have provided their local highlights with somewhere to carry
out, promoting their work related facilities and Wi-Fi. Primarily for appealing internationally

need to focused more luxury services and make their facilities, while watching out the present
situation.
Virtual reality Tours:-
The pandemic has make more focused on business of digital technology. Hays travel
company has make their proper use in experience of customer for booking, restaurant and so on
in advance through having websites attraction. Marketing play important role in developing their
virtual reality in travelling and tourism sector that keep their customer more attraction towards
their digitally products. This is mainly effective components of marketing, because users allow
to give some expect what they want while by arriving at that place (Škare, Soriano and Porada-
Rochoń, 2021). Virtual reality is specially powerful tool which make marketing more useful in
booking process, they have over view on rating along with that easily for difference with some
other organization.
Growing focused on leisure:-
Travelling business around the world have been effected and many places are being
restricted with pandemic. Although, Leisure tours also effected, still and holidays ate getting
away from the stress, so it must need to focused more on leisure market for having their more
customer and that could help them in developing among market position. Hays travel company
need to set up their more business after Covid-19, for this they have switch attention more
towards their targeted customer along with various demographic like couples, friends or young
group family's. Marketing play their important role in making their company well-developed
with having better position in market furthermore different strategies which they have to make
proper used. Depending on the nature of business, Hays marketing roles also consider packages
deals for all demographic groups.
Innovation and creativity:-
Customer needs more surprised every day, with having high offer as per they are
demanding. Hays travelling should work more on promotion, customer relations techniques and
also improving the customer messages about their packaging. While being more innovation and
creation it brings more contributes and besides new packaging like high price with long days and
night spending (Ortikmirzaevich, 2017). Creation and innovation can be done by making the
proper use of technology and facilitate handling information about different packaging. Hays

travelling need to have their more focused on packaging for local and internationally customer
while by offering discount, destination place etc.
Feedback:-
Listening to visitor more important thing for travelling organization and acting on
feedback can help them in making their business growth. Generating more business with variety
of packaging in Hays business along with improving business reputation. Customer bring more
knowledge and knowledge is power that need to make business success. Improve customer
loyalty while by using their products and holidays package are most important things for
customer. Many people like travelling for that and some other people Hays travel company
basically provided some discount with having feedback (Păunescu and Argatu, 2020). Feedback
they can gather from websites, rating with forms in organization and making visitors suggestion
through which they easily come to know about their future aspects and how they can keep their
customer more satisfied.
Interrelationship of marketing function with other departments in Hays Travel.
All other functions area are important for organization as they developed company more
along with valuable in market. A business need to work with each department for forming the
better organization structure, management structure, resources, employee and other information.
Here are some of functions department which have interrelationship with other key departments:
Finance and marketing department:-
The marketing department need to work closely with finance department through which
they easily come to know more the marketing roles and finance policies. Hays travel company
work is based on marketing in which they have major role of finance. The finance department is
only one who play important roles for preparing their company budget. While preparing this
company employee understand about their plan and package that need to be required for their
customer. The finance have only ensured the whole organization in operating their working
capabilities. Furthermore, marketing department mainly have concentrate on sales and building
market share along with finance involves for proper cash flow in Hays travel company (Jiang
and Hu, 2019). For example, if packaging has been prepared by finance department for their
customer and budget could be circulated by marketing department only towards their customer.
As they can also make more people attraction while by providing effective packaging to them.

Human resource and marketing department:-
In recent competitive markets, Hays travel need to find some different ways for attracting
customer. It is job of human resources for providing people jobs in their company and also
facilities their travel agents as far as possible. Human resources have important role in their
department for hiring educated and skilled employee for their developing company among
various competitive in recent time and marketing keeps them updated about more strategies
which they have to used in their companies as well for other. Hays travelling agents are being
more motivated by their business and marketing sector helps them for more developments. For
example, Hays travel company rewards their employee on their performance and rewarding
system can collect by marketing through using various techniques in their companies. Human
resources and marketing have closely interrelationship between include if some new technology
have been launched that could be noticed by marketing department, and they will inform about
that to human resource management so that can make proper use of their advance technology
(Gladka and Fedorova, 2019). It could help in creating websites and blogs which are related to
company necessary parts and make them valuable.
Customer services and marketing department:-
Marketing and customer services support can use social media for achieving their goals is
just one way for making their more customer. Marketing and customer services have
interrelationship between them through social media keep support to customer. In Hays travel
company marketing and customer services are working together for bringing more
improvements. On the other hand if people have poor experience in their packaging or any other
services that are provided by them, which might be enabled to communicate and collaborative
more effectively. Customer services have main role in collecting their customer problems,
challenges are facing by their people and so on. Attracting customer by answering their various
products and services along with that suggested information about products and services. For
example, if people have some doubt related to holidays packaged in company, than they will
contact with customer services department and marketing department help them in finding more
solution related to their problems in organization.
Operation and marketing department:-
The role of operation in Hays travel company for promoting as well marketing their
business and also dealing with customer queries. Providing advice related to their passports and

visas along with managing budgets (Aragone and et.al., 2019). Also, play important role with
marketing function in planning insurance in holidays and preparing budgets with them so that
could help them in pricing strategies. Marketing department keeps supporting hem for making
their more developments in many other department contact. In Hays travels company have more
included their marketing team for adopting their advance technology through which they can
make their more customer satisfied. For example, marketing help operation department to know
more about various insurance scheme and some other holidays scheme that could make them
much valuable in market with providing various activities.
Comparison of marketing mix with other organization.
It seems that marketing mix help companies in identifying their marketing strategies with
some other organization:
Basis Hays travel Parks holidays
Products Travelling marketing products
or services which are related to
attraction, transportation,
hotels, shops and restaurants.
Attraction play important for
their customer with variety of
destination, foods and
accommodation services
which are provided to them.
Products such as
transportation, shops,
amenities and landscapes etc.
This required good
transportation and make proper
availability of hotels and
restaurant as well. Mainly near
to tourist attraction.
Price It has pricing strategies in the
form of monetary for entrance
of destination, local donations
and causes of environment etc
(Peter, 2018). Price of package
are high with having more
days and nights spending at
their customer destinations.
Pricing strategies are low and
spending days and nights are
less. Accommodation services
have different pricing
strategies, as they have
different price tags according
to local or international people.

Place Destination, shops and
location are decided by people.
But they should have proper
transportation, rails or airlines
facilities to reach out their
destination. Places of Hays
travel company like natural
view, resorts, seven star hotels.
Place in Parks holidays such as
malls, historic places, different
valleys. Their customer choice
might be depended on good
infrastructure, airs, buses
should be reached out their for
tourists region.
Promotion Hays travel make the proper
use of promotion activities in
their business including
advertising, creating attractive
websites, blogs and pages on
social media platforms.
Parks holiday believes in
promotion on outdoor
advertising such as printed,
electronic signs, posters and
sky-writing for their more
attraction in customer.
People In marketing mix people and
worker whom have proper
interaction with visits at their
particular places. People in
Hays travel are well-educated
and skilled. They have
capabilities of working with
any region of guests and
handle every conflicts if their
customer are facing.
People in Parks holidays are
not such kind of educated, but
they much capable in handling
their customer problems
because they only deal in local
region not internationally. For
dealing internationally they
have other people for working
with them and visiting with
them at their destinations.
Process In Hays travelling company if
customer wants to purchase
holiday package. For that
people will search online about
their particular destinations.
After that they will choose the
Parks holidays provided their
customer to directly contact
with them and company have
kept personal contact with
their customer (Verdoy, 2019).
So that they can inform about

best and easy services websites
that could help Hays sites for
making more customer.
anything related to discount or
some other things which might
be important.
Physical evidence In travelling company products
are intangible before
purchasing them. People
cannot touch, feel, but they can
see those destinations.
Physical environment in which
products and services are
provided along with good-
looking interior designing.
In parks holidays physical
evidence seems to be different
with their branding, packaging
of their holidays vacation.
They also included some
tangible products such as
meals, building, beds and Wi-
Fi connections for their
customer attraction.
Marketing plan for Hays travel limited
Objective – To increase 70% of tourist crowed at the end of 2021
Product and services description
To overcome the loss caused by the pandemic, Hays travel limited is about to offer
travelling packages at less price to the customers, in which they can explore more destinations.
The company is offering this less package just to attract new travellers and visitors.
Swot analysis for Hays travel
Strength
The biggest strength of Hays travel is that they know the needs and how to help the
travellers and their customers to select specific trip(Show, 2020). As it is one of the oldest
company in tours and travels it has already won the hearts of customers and traveller, which is
the biggest strength of this company.
Weaknesses
The biggest problem and weakness which is being faced by Hays travel company is that
the loss occurred by the proliferation of covid 19. As this company is relied on tourist only and
due to lock-down, staying at home has reduces the business of this company, and till now the
company is facing issues in generating profit.
Opportunities

Educating customers, specially those who love travelling and youngsters about the
benefits of travel companies and what they do for them (Gürel and et.al, 2017). Apart from this,
Hays travel can use advanced technologies and update their website so that more and more
customers can know about their services.
Threat
As this industry fully based on tourists and travellers, so the natural climates and
terrorism affects the travellers and it directly impacts the profitability of this company. Besides
this downturn in economy due top pandemic is also a threat in front of this company.
Pestle analysis
Political factor
The political agency and government of UK is also trying to promote the tourism in the
country, which is helpful for Hays travel as the government has removed the strict rules on the
visa approval so now more and more visitors can come to UK. So this factor is favourable for the
company.
Economical
In the peak season when the company perform well, it contributes to the economy of the
government in the form of tax.
Social factor
As tourism has become a trend, specially in young generation and the presence of social
media has also contributes in the favour of this company. Besides these, people are getting more
aware about the culture and historical places and they want to visit them, this also helps the
company top earn more profit.
Technological
Hays travel is providing most of its services via their websites and social media handle,
which is beneficial for the company. So the company is technologically advanced and delivering
all the necessary services to the customers.
Legal factor
Earlier getting a visa was very lengthy process so many travel and tourism companies do
fraudulent activities in providing visa to the customer, but now the Government of UK has made
strict lows which every tours and travellers companies has to follow. So Hays travel limited has
to follow these lows and regulations.

Environmental factors
Environmental and climate changes affects the business of Hays travel limited, as people
don't want to visit such places which has suffered from flood and earth quacks etc. So these
factors also affects the business of the company.
7 P's of Hays travel
Price
The new pricing strategy of the company is that they want to provide more destination
and travelling places to their customers to less price package, so that they can draw the attention
of more new visitor and travellers(Perera, 2017).
Product
Hays travel limited is one the biggest and famous travel booking sit in UK, and it offers
numerous services to its customers. The main business of this company is to offer national and
international destination to its customers and also provides airline, bus and rail tickets to its
customers.
Promotion
The major promotion of this company is getting done by its social media handle such as,
Facebook, twitter, Instagram and its own websites. Hays travel also provide various discount
vouchers, free breakfast and beverages apart from this it also gives extra discount to those who
are booking any trip for the first time.
People
As the company provides most of its services online so the physical interaction between
the user and the company is low.
Process
The whole operation of Hays travel takes place through electronic platform. Firstly the
customer has to register themselves with the company then they may see various travelling
options and destinations in the online app of the company, and choose any of them as per their
desire (Achinas and et.al, 2019).
Physical evidence
Headquarter and offices of Hays travel is the physical evidence of the company, besides
this, it also provides customised pattern of booking to its customers.

Place
Hays travel operates in e-commerce industry and provide services round the clock.
Traveller and customer can anytime, anywhere can book the destination.
Financial plan for Hays travel limited
Particular Amount
Salary and wages €100000
Marketing €500000
Technology €1000000
Others €50000
Total €1650000
Controlling and monitoring
In this feature, Hays travel Ltd tries to provide unique services to its customers so that
they don't switch (Ng and et.al, 2017). The foremost unique feature of the company is that it
provide all the services and information on its website to 24*7 so the customer can anytime do
bookings, which is not provided by other companies.
CONCLUSION
After analysis the entire report, it is concluded that the entire report speaks about the
tours and travel company. Role of marketing has been explained in this report and how the
company can take advantage from the marketing to earn high profit has also mentioned here.
Key roles and responsibility of marketing function has explained in this report. Besides this,
marketing mix for the company has also elaborated in this report and how it is important for the
company has also defined in this report. Except these, the basic marketing plan for the company
has drawn in this report in which swot, pestle, 7p's and budget plan for the company has
described in this specific report.