Marketing in Travel and Tourism: Thomas Cook's Product & Pricing

This presentation explores marketing strategies within the travel and tourism industry, specifically focusing on Thomas Cook. It examines issues related to the product, price, and place elements of the marketing mix, particularly in the context of launching a summer holiday tour package to Egypt and Morocco. The presentation highlights the importance of the service sector mix, including people, packaging, and partnerships, for enhancing the customer experience. It also delves into the concept of the total tourism product, emphasizing how Thomas Cook integrates various services such as airline tickets, accommodation, and leisure activities to create a comprehensive tour experience for its customers. The analysis is supported by references to relevant tourism marketing literature, providing a well-rounded overview of the subject matter.

Marketing In Travel And Tourism
Task

Table of contents
• Introduction
• Issues in the product, price and place elements of the
marketing mix
• Importance of service sector mix elements to the travel
and tourism sector
• Concept of the total tourism product to an individual
tourism business
• References

Introduction
This presentation is explaining the issues related with various
components of marketing mix in travel and tourism like product,
price and place. This also describe the value of service sector mix
and total tourism product in Thomas Cook.

Issues in the product, price and place
elements of the marketing mix
Thomas Cook is planning to launch their summer holiday tour package of
2017 in which they are taking people to travel Egypt and Morocco. So, it
is very necessary for the enterprise to pay more attention on the elements
of marketing such as price, place and product. It should be improved.
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Cont..
There are some of the issues related with these elements that are
faced by managers:
 Products : Managers thought that the new tour packages are
charging more cost as company wants to earn more profit in
the starting. But same goods and services can be delivered
by their challengers at minimum prices.
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Cont..
 Price : Company is adopting market skimming cost policy
which are enabling them to charge maximum prices at the
first launching of services. Major issue faced by the venture
is that all civilians are not affording such a high pricing. So,
they are moving to those one who are providing the same
services at minimum costing.

Cont..
 Place : Main issue regrading the place is that Egypt and
Morocco are facing threats of terrorist attacks on regular
basis. So, people are not ready to go at such a place by
placing their lives in dangers.

Importance of service sector mix
elements to the travel and tourism sector
Service sector mix elements is a term that refers to collection of
different elements of service marketing that helps Thomas
Cook in communicating their brand name and message to
significant consumers.
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Cont..
For insuring the success of marketing campaign, company should
take help of additional elements of service mix that are
explained below :
 People : Firm should provide better training to their workers
so that they can offer best services to their users. This
training would assist in increasing the communication skills
of front line workers.
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Cont..
 Packaging : It is linked to the ways in which services are
being offered or presented to customers. Thomas Cook
should involve all the important services and assure pre-
planning of transportation, food and accommodation.
Thomas Cook can take support of e-brochure for
communicating the services.
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Cont..
 Partnership : Venture can make partnership agreements
with the regional and popular service providers of Egypt
and Morocco such as transportation, hotels, etc. for
providing best quality services in their tour packages.

Concept of the total tourism product to
an individual tourism business
Total tourism product can be defined as combination of different
services provided by Thomas Cook to their potential users for
increasing their experience. Furthermore, it assist venture in
offering overall tour experience to their passengers from the
beginning of the journey to the end. They are involved in
booking airline tickets, resorts, accommodation and various
leisure services such as Spa, Theme park, etc. according to the
definition or specialisation of their users.
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