Marketing in Travel and Tourism: Segmentation, Targeting, Positioning

This report analyzes the marketing strategies employed within the travel and tourism industry, using Just You Travel as a case study. It begins by exploring market segmentation, detailing demographic, geographic, psychographic, and behavioral approaches. The report then examines target marketing strategies, differentiating between undifferentiated, differentiated, and concentrated approaches, and evaluating their suitability. Finally, it delves into positioning strategies, including perceptual mapping, positioning by segment, and communication processes, to understand how travel and tourism companies create a unique brand identity. The report highlights the importance of aligning marketing efforts with consumer behavior and preferences to achieve success in the competitive tourism market. The report concludes with a summary of key findings and recommendations for effective marketing practices.

Marketing In Travel
And Tourism

Table of Contents
Introduction......................................................................................................................................3
Discuss the organisation segments its customer base................................................................3
Discuss the type of target marketing strategy adopted by your organisation ............................4
Discuss the positioning strategy used by organisation................................................................5
Conclusion.......................................................................................................................................6
REFRENCES...................................................................................................................................7

Introduction
Just You Travel is an organisation functioning within the confines of travel and tourism
industry of UK. This company currently provides cultural packages for a 6 day tour to 4 diverse
locations named Porto, Lisbon, Amsterdam and Denmark. It is a renowned organisation which
strives to appeal to a large base of audience through its appealing tour packages.
Discuss the organisation segments its customer base
Market segmentation can be referred to as the process whereby a market is divided into
small segments. The major reason behind the organisations segmenting the market is that it is not
possible for a corporation to target the whole market. Thus, they divide the market and select the
most potential target customer group on the basis of which the business can earn high revenues
and profits. In this regard, it has been identified that market segmentation is done by businesses
operating within travel industry on 4 bases. All of these bases are briefly described beneath:-
Demographic Segmentation: This is defined as a type of market segmentation whereby
the market is divided into small sections on the basis of demographics of the population. People
differ from each other as per their demographic characteristics and this is tapped by businesses
across the globe. In this regard, the various aspects on the basis of which segmentation is carried
done by travel and tourism company hereby is age, marital status, level of education, occupation,
ethnicity, gender and many more.
Geographic Segmentation: Hereby, an entity segments the market on the basis of
geography or in other words region. In this regard, the various aspects hereby according to which
market is divided by travel and tourism companies are country, city, county, region and many
more. It is often seen that the consumption behaviour of consumers differ on the basis of the
location. The marketing technique used by businesses thus vary in accordance with it.
Psycho graphic Segmentation: Herein, an entity seeks to divide the market on the basis
of psycho graphics or lifestyle elements. This is basically concerned with aspects such as
personality, lifestyles, values, traditions, customs, interests, ideology and opinions of people.
Travel and tourism businesses analyse the consumer psycho graphics and thus select an aspect on
the basis of which they target the audience. Usually, that segment is selected whose lifestyle
pattern is aligned with the tour packages provided by the company.

Behavioural Segmentation: In this, a company segments the market in accordance with
the behavioural characteristics and patterns of people. With respect to this, the various aspects in
accordance with which travel and tourism businesses target the market are usage rate, loyalty,
attitude, likelihood and awareness. Generally, the tour operators prefer to target those individuals
who possess a likelihood towards travelling for leisure as well as commercial purposes.
It has been analysed that Just You Travel segment the market in accordance with
behavioural segmentation. This has been selected as the base for dividing the overall market
place because tourism is an activity which belongs to service sector. In this regard, it is important
for organisation to take into account the behavioural patterns and characteristics of people before
targeting them to sell the tour packages. As it is evaluated by the respective organisation that a
large proportion of people within the confines of UK prefer to travel both for leisure and
commercial purposes. Thus, segmenting the market on the basis of behaviour of consumers is
considered to be appropriate for
Discuss the type of target marketing strategy adopted by your organisation
There are numerous principle and strategies to implement the suitable targeting of
companies. The perfect strategy of targeting can be determined by understanding the natu5r of
business. The demand and need of the consumer and the characteristics of the offerings that a
company offers. The maximum match of a product or service's quality with the need and demand
of market is the principle tool to select the effective alternative to do the efficient targeting of
the market. While the company has a choice to use the most effective approach. These
approaches determines the decision criteria of the company. Here the marketing management of
Just You Travel decides the perfect targeting strategy by considering its market mix.
Undifferentiated marketing:
This is a type of target marketing strategy which presumes no differences to be existing
within the characteristics of customers. Hereby, the cost associated with development of a
individual marketing mix for the different types of customer segments may reduce the gains
obtained as a result of fulfilling the needs and requirements of customers. In this instance, a
travel and tourism organisation may hereby take the decision of developing a common marketing
mix for the total market. Thus, this target marketing strategy lacks segmentation.
Differentiated marketing or multi-segment targeting:

This is recognised as a type of target marketing strategy which is concerned with
development of a separate marketing mix for every customer segment. Thus, this implies that
each and every market segment would be targetted with the help of a unique strategy. This will
provide assistance to the corporation in appealing to all the target segments in an effective
manner and providing them with effective tour packages that can provide them with satisfaction.
Focus or concentrated targeting:
At times, it happens that an organisation determines a number of market segments but
they take the decision to serve only a few of them. Hereby, travel and tourism companies may
take the decision to target only one segment of market with the assistance of a single marketing
mix. It takes into account the needs as well as demands of target segment customers and thereby
develop a specialized marketing mix for the same.
On the basis of above analysis, it can be said that Just You Travel would
Discuss the positioning strategy used by organisation
In the broad concept of marketing there is a single different field of positioning that
helps the firm to attain the maximum success in achieving the goals and objectives of the
organisation. As an effective positioning helps in making a product different and can be said as
unique . The positioning of a particular service makes it more distinct ans the major emphasise is
put on creating a unique and distinctive experience of the consumer. There are multiple strategies
for the effective positioning of a firm's offering in the market. These are as follows :-
Perceptual Mapping:
The perceptual thinking based on the perceptions of the market. This strategy of
positioning is opted on the demand of company when it wants to get acknowledge with the facts,
reviews, feedbacks, thoughts etc. in respect to the particular product of company. This
positioning is implemented by considering the different representation of the thoughts and
perception about the company and its products and services through its customers. The firm Just
You Travel adapts this type of strategy a The perceptual mapping is done on the basis of a
analysis that is done to represent the overall experiences and perceptions of the existing
customers, this technique enforces the company to get more clear vision of the market , where
the company is planning to place its products and services. Those strategy can be performed by
using the tools of market surveys, publicity of mouth etc.

Positioning a product to specific segments:
The positioning is refereed as the placement of offering in the market. As it becomes more
easier for the companies to understand that particular segment and market, by focusing and
studding of it. The specifies segment can be identified by elaborating the nature and
characteristics of a particular product. The higher the rate of matching goes in respect of
market's need and demand and a product's qualities. It is done through advertising, promotional
event etc.
Communication Process:
The communication of the necessary information is also an effective strategy that can be
used to enhance the efficiency of products sales and marketing. The effective communication
process is can be achieved through the publicity and marketing campaign of the company. The
communication is conveyed through the text messages and the directed speech or presentation
that is given in the meeting of market.
Positioning Map:
The positioning map can be understood as the placement plan of certain products and
service of a company. The position map helps in guiding the marketing department of a company
This map does also helps in comparing and contrasting the mapped products with the standards
outcome form them.
Conclusion
The findings that are recurred from the above report it can be ascertained that the number
of facts and concepts are essential to analyse the condition of marketing in the travel and tourism
industry. While all its factors are based on the segmenting, targetting and positioning of the
offering and services of the respective firm.

REFRENCES
Books and Journals
Morgan, N.A. and et. al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science, 47(1), pp.4-29.
Silva, M.I.L., Rojas, L.A.R. and Rincón, E.J., 2020, February. Review of Information Systems
with Technological Development for Tourism Planning with an Emphasis on Host
Communities. In International Conference on Information Technology & Systems (pp.
3-13). Springer, Cham.
Mataram, I.G.A.B. and et. al., 2019, October. Online Promotion Policy Model of Tourists
Visiting Pinge Tourism Village, Tabanan, Bali. In International Conference On Applied
Science and Technology 2019-Social Sciences Track (iCASTSS 2019). Atlantis Press.
Bregoli, I., 2020. Experience marketing and tourism: an application of service-dominant logic to
AddioPizzo Travel. In Destination Management and Marketing: Breakthroughs in
Research and Practice (pp. 1054-1065). IGI global.
Suherlan, H., Hidayah, N. and Mada, W.R., 2019, July. The Synergy Of Penta-Helix
Stakeholders In The Development Of Smart Destination In Dieng Tourism Area, Central
Java-Indonesia. In 1st International Conference on Life, Innovation, Change and
Knowledge (ICLICK 2018). Atlantis Press.