Marketing in Travel and Tourism: Thomas Cook Summer Holiday 2017

This report analyzes the application of marketing principles within the travel and tourism sector, focusing on a case study involving Thomas Cook's summer holiday package for 2017, specifically targeting destinations in Morocco and Egypt. It delves into core marketing concepts, including understanding customer needs and wants, product development, and the interplay of utility, satisfaction, and cost. The report examines the impact of the marketing environment, including competitors, customers, and environmental conditions, on travel and tourism businesses. It further explores factors influencing consumer motivation and demand, such as visitor behavior, pricing, and weather conditions. Additionally, the report discusses market segmentation principles and their application in marketing planning. The importance of strategic marketing planning, marketing research, and the influence of marketing on society are also evaluated. Finally, it outlines the integrated nature of the promotional mix and proposes a promotional campaign for Thomas Cook's summer 2017 holiday packages. The report provides a comprehensive overview of marketing strategies for the travel and tourism industry.

Marketing in travel and
tourism
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The core concept of marketing for the travel and tourism sector..........................................3
1.2 The impact of marketing environment on individual travel and tourism businesses............5
1.3 The factors affecting consumer motivation and demand in travel and tourism sector..........5
1.4 The principles of market segmentation and its uses in marketing planning..........................6
TASK 2............................................................................................................................................7
2.1 The importance of strategic marketing planning for selected tourist destination..................7
2.2 The relevance of marketing research and market information to managers in travel and
tourism sector...............................................................................................................................8
2.3 The influence of marketing on society...................................................................................8
TASK 3............................................................................................................................................9
TASK 4 ...........................................................................................................................................9
4.1 The integrated nature and role of promotional mix ..............................................................9
4.2 An integrated promotional campaign for Thomas Cook summer 2017..............................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Travel and tourism industry is one of the particular sectors within the UK region, that
mainly contributes their significant amounts or sum of money to national financial gain,
improvement, growth as well as prosperity of the region (Bitner and Booms, 2002). Through it,
management at travel and tourism companies intend to fulfil organizational goals and objectives,
thus helping the firm to sustain for a longer period of time in the industry. Therefore, the concept
of marketing as well as advertisement support the travel and tourism organization to sustain
market’s competitive nature and also to make as well as cement its position in the sector.
The present report focuses on the given scenario of Thomas Cook that wishes to create a
summer holiday package 2017 to visit Morocco and Egypt. In order to successfully create
holiday package organization within travel and tourism must assess the concept of marketing
within the sector and also discuss the factors affecting consumer motivation. Along with this, it
also focuses on discussing the relevance of conducting marketing research and gaining market
information to the manager. Lastly, it also focus on presenting the promotional plan for the
summer holiday package.
TASK 1
1.1 The core concept of marketing for the travel and tourism sector
With the help of discussing the different concept of marketing marketing manager of the
leading company that is Thomas Cook mainly underpins the different desires as well as
requirement of the customers (Blythe, 2009). The key concept of marketing for the travel and
tourism sector include-
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Illustration 1: Core concept of marketing
 Needs and wants of customers- The key concept of marketing within travel and tourism
sector include determining the actual travel requirement and need of visitors. With the
help of gaining information regarding the needs of visitor marketer can easily design the
holiday package that would meet the leisure and luxurious need of the customers (Boone,
2012). For example, if the requirement of customers is to meet the adventurous needs for
this Thomas Cook would engage in designing the tour that mainly focuses on sport
activities or trekking activities that meet the requirement of customers
 Products- Another concept within marketing include determining the travel products that
must be offered by Thomas Cook to their potential customers while engaging in creating
summer holiday package 2017. The products and services mainly include the extra
services that they are providing to their visitors those who are preferring their holiday
packages (Charles, 2004). The services mainly include cab facilities for viewing the
sightseeing, cruise facility for visitors. For instance, Thomas Cook also deals in devising
various travel and holiday packages for their customers so that they can easily purchase
the services so that they can meet their leisure and luxurious requirement.
 Utility, satisfaction and cost- Another concept of marketing within travel and tourism
include assessing the satisfaction and cost of travel and tourism product so that they it
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may satisfy the customers. In addition to this, with the help of this company can easily
provide the required and satisfactory travel services to customers.
1.2 The impact of marketing environment on individual travel and tourism businesses
From the given case scenario it has been articulated that the company Thomas Cook
focuses on creating a holiday package for their customers (Brotherton, 2012). In order to
successfully create the package manager of the cited firm must assess the different marketing
environment factor that directly impact the individual businesses as well as selected destination
that is Morocco and Egypt. The impact of marketing environment factors are enumerated as
follows- Competitors: The key factor within the marketing environment that directly impact the
travel and tourism business include strategies framed by the competitors or rival firms
related with the similar destination. There are different competitors of Thomas Cook
existing in the market that is Thompson, TUI etc. that deals in delivering similar travel
services to the numerous of visitors and travellers (Buckley, 2002). The impact of
competitor on the businesses is that Thomas Cook would change their strategies and
actions accordant with the competitors. Along with this cited firm would also provide the
similar packages to the visitors at the same rate. Customers: Another factor within the marketing environment that impact the operation
of business include changing preferences and travel requirement of the customers and
visitors. Thus, for accomplishing the requirement of travellers Thomas Cook must
conduct the research in order to identify the trends existing within the destination so that
they must create the holiday package accordant with that. The impact of customers on the
travel and tourism business is that it results in changing their activities and packages
accordant with the requirement of visitors and travellers. Therefore, it has been said that
customers are consider as the significant for Thomas Cook as they are the one that
purchases their travel packages and services. Along with this, without customers
businesses would not able to survive or sustain in the marketplace.
 Environmental condition: Another marketing environmental factor that need to be
consider by the cited firm include environmental condition. As the environmental
condition mainly impact the business within the Thomas Cook in relation with devising
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the holiday package of Morocco and Egypt (Dent, 2011). For instance, with the change in
climate Thomas Cook would change the destination of their summer holiday 2017.
1.3 The factors affecting consumer motivation and demand in travel and tourism sector
Through assessing the case scenario it has been assessed that tour operator Thomas Cook
engage in creating summer holiday package 2017 for Morocco and Egypt. Therefore, in order to
successfully create holiday package it has been discussed by the manager that there are certain
factors that directly impact the motivation level as well as demand of customers towards the
holiday package created by the company (Ferrell, 2012). The various factors are describe as
follows- Distinct behaviour of visitors: The key factor affecting the demand and motivation of
consumer towards the created summer holiday package is related with different
behaviour and preferences of the visitors. For instance, if the visitors or consumer are
likely to prefer the historical and rich cultural destination then it would elevate the
demand of summer holiday package. Along with this, requirement of the visitors affect
the demand of different travel and tourism services within the sector. Pricing factor: Another factor that affect the consumer motivation and demand within
the travel and tourism sector include pricing factor. For instance, if the Thomas Cook set
the lower prices for their summer holiday package 2017 then it would affect the demand
within the sector as more and more customers would likely to purchase the summer
holiday package (Fifield, 2012). Therefore, it has been also assessed that manager of
Thomas Cook must ensure pricing factor while creating the holiday package as it is
termed as the key factor that affect the demand of visitors regarding the services deliver
by cited firm.
 Change of the weather in tourist destinations: Furthermore, within the travel and
tourism sector change in the weather or environmental condition within the destination
also affect the demand of consumer. For instance, Morocco and Egypt both the
destinations have extreme temperature. Therefore, in the situation if there is sudden
change in the climate or weather condition then in such situation it may lead to affect the
demand of visitors.
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1.4 The principles of market segmentation and its uses in marketing planning
Segmentation is the procedure that is entail by manager of Thomas Cook divide the target
market into different segments so that they can easily target the different consumers towards
their travel products and services (Järvi and Munnukka, 2009). There are different methods and
types of segmentation of the market that mainly include demographic, geographic, regional,
cultural, psycho graphic, etc. under demographic segmentation they would target the customers
on the basis of their age, gender etc. for instance, company would target young customers by
engaging in social media marketing of their travel products. On the other hand, another type of
segmentation include regional that is segmenting customers those who prefer to visits the
regional places. it has been analysed that the key principle of market segmentation is to divide
the customers on the basis of their different needs and requirement so that they can easily meet
the travel requirement of customers. In addition to this, the key principle of segmentation is that
it support the organisation in improving the alignment among their services that they are
delivering to the customers so that they can easily attain the growth (Layton, 2011).
Along with this, it has been assessed that the chosen segmentation criteria for
marketplace is on the basis of demographic segmentation. it benefit the manager of Thomas
Cook to measures the requirement visitors so that they can easily plan the summer holiday
package for both the destination that is Egypt and Morocco. In addition to this, another use of
market segmentation for the marketing planning include that it benefit the manager in assessing
the requirement of different customers and plan the holiday package accordant with that. Along
with this, through segmenting the consumers manager of Thomas Cook must create an effective
marketing plan that would support them in accomplishing the objectives of the cited firm.
TASK 2
2.1 The importance of strategic marketing planning for selected tourist destination
In order to create successful management report regarding creation of the summer 2017
holiday package it has been analysed that assistant marketing management of Thomas Cook
must focuses on using different strategic marketing planning tools (Levi, 2007). With the help of
this tool manager must develop effective strategies related with destination so that it may results
in attracting the large travellers towards their holiday package. There are different strategic
marketing tools and technique that must be used by the manager it mainly include SWOT
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analysis, service product life-cycle etc. therefore, it has been further assessed that strategic
marketing planning by the manager would support the organization in different ways such as-
 It support the Thomas Cook in understanding regarding the geographical as well as
physical location of the destination so that they can easily frame the holiday package
including the services and features of the Egypt.
 In addition to this, another significance of strategic marketing planning for the destination
is that it support in gaining deep knowledge regarding the social as well as cultural aspect
of Egypt on the basis of which assistant marketing manager of Thomas Cook can easily
create the summer holiday 2017 for Egypt destination (Lim, Acito and Rusetski, 2006).
 Whereas, another significance of strategic marketing planning is that is also suppoprt the
marketing manager to focus on deciding their budget for summer holiday 2017 for Egypt
destination. Marketing planning would support in reviewing the pricing factor of their
competitor package so that they can fix the budget according to that.
Along with this, engaging in the strategic marketing planning for the selected destination
is that manager would come to know regarding the travel services that need to be prefer by most
of the customers while visiting the destination.
2.2 The relevance of marketing research and market information to managers in travel and
tourism sector
In order to create the successful summer holiday plan for Egypt for 1 week assistant
marketing manager of Thomas Cook must focuses on understanding the relevance or
significance of conducting market research. With the help of conducting market research
manager can easily gain the required and wide information related with travel pattern preferred
by the consumer. Along with this, marketing research is defined as the procedure through which
manager can easily gain the knowledge and information regarding the number of visitors visiting
the destination (Ransley and Ingram, 2004). Whereas, it has been also analysed that engaging in
the market research plays vital role as it support the manager of Thomas Cook in gaining the
market information regarding the current demand that is demand of visiting the different places
in the Egypt. With the help of conducting the market research it has been analysed that while
creating the summer holiday package for Egypt manager must focuses on including the places
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such as Cairo, Giza, Taba in the tour package so that it may provide unique experience to
customers.
The marketing manager can conduct both primary as well as secondary research that
support the company in gaining relevant and detailed information regarding the travel and
tourism sector. Along with this, it has been also assessed that marketing manager of Thomas
Cook must also focuses on the effective marketing research process so that they can easily gain
the adequate and required information related with the destination that support them in creating
the effective summer holiday package for Egypt (Rosenbloom, 2011). Moreover, the relevance
of marketing research as ensure that it outcome in forecasting the actual demand of customers
and visitors regarding the destination that is chosen by Thomas Cook. Therefore, with the help of
conducting marketing research process manager can easily gain the adequate and effective
information regarding customers regarding the destination chosen by the travel and tourism
organization.
2.3 The influence of marketing on society
It has been assessed that marketing is the key activity that not only impact the business
organization but it also affect the society in which they operates their activities (Boone, 2012).
With the help of reviewing the case scenario the assistant marketing manager must focuses on
using the effective marketing strategy so that it may not negatively impact the society. The key
influence of marketing on society is that it results in consumerism that is focusing on the
preferences and requirement of consumer so that manager can easily create the summer holiday
package for Egypt and Morocco (Bitner and Booms, 2002). Along with this, marketing strategies
used by assistant marketing manager of Thomas Cook must also ensure that it do not affect the
social value and belief of the individual within the society by hurting their aspects. On the other
hand, it has been also assessed that marketing of travel and tourism company must also focuses
on different tactics that may lead to meeting the ethical standard so that it may not deliver the
wrong message within the community. In some of the cases it has been evaluated that marketing
strategy or plan of action that is used by assistant marketing manager positively influences the
society by meet the desire and requirement of the customers and visitors related with the offering
the different travel and tourism products. Although marketing sometime also negatively
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influences the society by highlighting their negative features that influences the mind set of
customers towards the destination.
TASK 3
Enclosed in ppt.
TASK 4
4.1 The integrated nature and role of promotional mix
The role of promotional mix plays significant role within the travel and tourism sector as
it support the company in promoting and advertising their travel services within the target
market. Along with this it is an effective element within the marketing mix element through
which marketing manager can easily promote their services and travel products in the market
(Marsh, 2013). The integrated promotional mix mainly focuses on different aspects such as using
online public relation, sales promotional activities as well as aggressive advertisement technique
etc. that successfully support the company in marketing and promoting their summer holiday
package among the customers. Along with this, it has been also assessed that Thomas Cook must
also focuses on the online as well as social media marketing for promoting their summer holiday
package to the large mass of audiences (Berman, 2011). With the help of using online marketing
tools and techniques manager must easily ensure creating promotional video of their travel
services related with the particular destination so that more customers get attracted towards it. In
addition to this, it has been also assessed that role of promotional mix plays vital role within the
travel and tourism sector as it support in communicating all the relevant and adequate
information related with summer holiday packages so that more travellers purchase their summer
package to Morocco and Egypt.
The integrated promotional mix also focuses on selection of aggressive marketing
activities through marketing and promoting their services over the social media media platform.
For instance, marketing manager of Thomas Cook must create an official Facebook page for
their company that timely focuses on promoting the tour packages to the mass audiences. With
the help of this element of promotional mix cited firm may easily target the mass of customers at
the single time. Along with this, it is also consider as the cost effective promotional mix element
that plays significant role in marketing and promoting their travel products and services.
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4.2 An integrated promotional campaign for Thomas Cook summer 2017
Enclosed in poster
CONCLUSION
From the above report it has been concluded that marketing in travel and tourism plays
significant role as it support the travel and tourism organization in enhancing their reach among
the large mass of audiences. Along with this it is also stated that the role of promotional mix
plays significant role within the travel and tourism sector as it support the company in promoting
and advertising their travel services within the target market. Moreover, factors has been
assessed that influences and impact the marketing environment of the travel and tourism
organization. In addition to this, report also summarizes key significance of engaging in the
strategic marketing planning that support the travel and tourism organisation to enhance the
reach of their products among their travel customers. On the other hand, it would also provide
insight knowledge regarding the significance of conducting market research for the manager as it
supports in gaining adequate information and knowledge regarding the sector.
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REFERENCES
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Marketing Review. 19(1). pp. 16-20.
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McGraw-Hill.
Dent, J., 2011. Distribution Channels: Understanding and Managing Channels to Market. Kogan
Page Publishers.
Ferrell, C, O., 2012. Marketing Strategy Text and Cases.6th ed. Cengage Learning.
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Marketing Strategy. Journal of International Business Studies. 37(4).pp. 499-524.
Ransley, J. and Ingram, H., 2004. Developing Hospitality Properties and Facilities Hospitality
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marketing. Journal of Historical Research in Marketing.3 (1).PP.53 – 66.
Online
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Available through: <http://blogs.hbr.org/2011/03/how-to-make-market-segmentation-
work/>. [Accessed on 2nd February 2017].
Marsh, K., 2013. Social Media marketing strategy: Merits and Demerits that change time to
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February 2017].
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