Marketing Strategies and Analysis for Travel and Tourism Sector

This report delves into the core concepts of marketing within the travel and tourism sector, focusing on the application of marketing principles to a business case study. It examines the impact of the marketing environment on travel businesses, analyzing factors such as political, economic, social, technological, environmental, and legal considerations. The report explores consumer motivation and demand, market segmentation strategies, and the importance of strategic marketing planning, including SWOT analysis, and the product life cycle. It discusses the role of marketing research, the influence of marketing on society, and the application of the marketing mix elements (product, price, place, promotion, and the service sector mix). The report also includes an analysis of promotional campaigns, using Thomas Cook as an example, and concludes with a summary of key findings and recommendations.

Marketing in Travel and Tourism

Table of Contents
Introduction................................................................................................................................................3
Task 1.........................................................................................................................................................3
1.1 discuss the core concepts of marketing for the travel and tourism sector.......................................3
1.2 assess the impact of the marketing environment on individual travel and tourism businesses and
tourist destinations.................................................................................................................................4
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector...5
1.4 analyse the principles of market segmentation and its uses in marketing planning........................5
Task 2.........................................................................................................................................................6
2.1 2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination ?.............................................................................................................6
2.2 discuss the relevance of marketing research and market information to managers in the travel and
tourism sector.........................................................................................................................................6
2.3 Assess the influence of marketing on society.................................................................................7
TASK 3......................................................................................................................................................8
3.1 Discuss issues on the product, price and place elements on the marketing mix..............................8
3.1 Assess the importance of service sector mix elements to travel and tourism sector........................9
3.3Apply the concept of the total tourism product to an individual tourism business or tourist
destination..............................................................................................................................................9
TASK 4....................................................................................................................................................10
4.1 Assess the integrated nature and role of promotional mix.............................................................10
4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays. 11
CONCLUSION........................................................................................................................................11
REFERENCES........................................................................................................................................13

Introduction
Tourism is an activity of individuals visit to and places outside of their environment. Tourism is
identify in to four factors and these factors are Host comunity, providing tourist goods and services,
goverment of the host area and host area. It is an opportunity to earn profit by tranfer the products and
services that consumer demand. Thomas cook is a international travel company and began in 1841 and
Thomas cook become world number leading company in travel. Company sales across 9 billion pond
and 24 million customers (Steinhauser,2010). Company working in 17 Countries. Company owner is
Thomas Cook' who was an english businessperson and born in the village of Melbourne. Company
founded in 1841 by Thomas cook and company serve in global area. Company main headquaters in
London,England and Company defunct 2002 and the succesor of company is Thomas cook ag and it
was parent company of Thomas cook UK & Ireland.
Task 1
1.1 discuss the core concepts of marketing for the travel and tourism sector
Thomas cook is operate their business operation in the United Kingdom. They provide a wide range of
travel product and services to its customers. Apart form that they also operate their business in to
another countries such as Denmark, Porto, Lisbon etc. After globalization the individual per capita
income is grow which can help to increase the travel products and services. Today the per capita
income of the UK individual is approx. $35000 which can help to increase the demand. In the context
of case study there are various aspects in the tourism industry which can help to growth the business in
the long term. In order to motivate the customer and visitors the cited business unit is requires that to
provide innovative and attractive products which can help to increase the sales of the company. The
travel and tourism industry is wide which can include hospitality, transportation, accommodation and
other services (Reppenhagen, 2010). It can help to generate large number of jobs which can support the
local and national economy of the country. Therefore, the government are required to increase their
spending in this sectors and promote their tourism sector in an attractive manner. In the context of core
concept, the cited business unit is required that they focused on all targeted customers so that they can
attain their long term goals and objectives in an effective manner. Customer needs is one of the
important aspects which can help to create awareness in the market. There are various tools and
techniques in order to identify customer needs the cited business can be used. Market research is one of
the methods which can help to determine the changing needs of their customers so they can make its

products accordingly.
1.2 assess the impact of the marketing environment on individual travel and tourism businesses and
tourist destinations
Business environment having a large impact on the business and its future performance. There are two
types of external and internal environment which are required to analyse in an appropriate manner.
Internal factors can be controllable for the company but external factors can not be controllable. With
the help to evaluating external factors the cited business unit can be overcome the potential risk on the
business. For the Thomas Cook can be conduct PESTEL analyses which as given below:
Political factor: This is one of the major factor which is related with the political stability and business
policies. Both are played an important role in the business and its future growth and development.
Government stability is essential for the cited business unit which can provide the consistent growth. In
the context case study United Kingdom is having stable government which can support a sound
business environment (Han,and Back, 2007). They promote a healthy fair competition in the economy
which is to essential for the tourism development.
Economical factor: This is one of the major factor which is related with the economic aspects of the
country. There are various factors which can involved in this factors such as GDP growth, interest rate,
inflation, employment situation etc. United Kingdom is one of the leading economy approx. $2.5
trillion which is quite impressive as compare to other nation.
Social factor: This is another factor which is related with the population size, education level, culture,
living of standard etc. These all factors are to important for the demand for tourism products. For
example the per capita income of the UK is approx. $35000 which is quite impressive as compare to
other European countries. It can help to increase the demand of the products which can provide long
term growth.
Technological factor: This is another important factors which is related with the innovation and
technology. Today the role of information technological having a great significance. It can help to
provide competitive advantage. There are various innovative tools which can be used by the cited
business unit. For example, they can use social median platform such as Facebook, You Tube and
Instagram in order to promote firm's product and services.
Environmental factor: Today the customer is more aware towards the environmental and climate issues.
Therefore the cited business is required to provide sustainable tourism to their business which can help
to create an ideal image of the public (Brohman,2006).
Legal factor: There are various laws and legislation in the travel and tourism sector. These all are make

by the government in order to protect the consumer right and employees right. Therefore, each and
every business organisation is required to follow all these legislation in an effective manner.
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector
It is important for a the cited business unit is to identify those factors which can influenced the
consumer motivation and other aspects. Basically there are two factors one is interpersonal and another
one is external. The cited business is required that to focused all these factors and motivate the potential
customer to but their products. Motivation is also dependent on the the purpose of the tourist who is
going to visit the various destinations in his or her trip (Johnson, J Snepenger, and Akis,2004). This has
to be taken care of specially. The demand of the customers vary from person to person because as
people have different mindsets and wishes which needs to be fulfilled. Giving proper assistance to the
customers is also essential since it helps the customer to know the details of the project. Other factors
include the income of the customer and their salaries also. Each and every country is having different
culture which needs to be focused by the company.
1.4 analyse the principles of market segmentation and its uses in marketing planning
Market planning is too important for a company in order to make their future business plan and
marketing strategies. Therefore, in order to target their customer the cited business unit is required to
divide its customer in a small clusters. There are various aspects in the market segmentation principals
which as given below:
Demographic: This is one of the basic principal where the business unit is required to divide their
market on the basis of geographic size. In the context of UK,Thomas Cook can divide in to Wales,
England. Ireland etc. and then target in an appropriate manner.
Social: This is another principals which should be considered by the Thomas Cook in order to target
their customer. In the United Kingdom there are mixed cultural people and make their products
accordingly.
Personal: This is another significant principals where the cited business unit is require to divide their
target market on the basis of income, profession. Which can help to designing in the tourism product
and services (.Andriotis,and Vaughan, 2003).

Task 2
2.1 2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination ?
SWOT analysis is best strategic plan that use by thaomas cook and sons company. SWOT analysis is
important for all companies to know their Strength, Weaknesses, Opportunities and Threats and it help
to company focus on issue such as threats, that include new entrants, goverment polices, exist
competitors and many more which impact on company. Strength help to company to stand in market
very confident and strength also include a effective marketing strategy which can use company against
the competitors. SWOT analysis also called SWOT Matrix which help to company to scan the
environment. Strength and weaknesses is part of internal environment. Strength help to develop
competitive advantage such as good reputation, cost advantages, supply networks, patent etc.
Weaknesses such as weak brand name, high cost structure, lack of access of technolgies which can help
increase company production quickly and poor reputation in to consumers etc. Opportunities and
Threats comes in external enviroment. Opportunities help to increase company sales, profit and growth
and its include removing of international sales and purchases barriers, new technology arrival and not
fullfilled consumer needs. Threats part of external environment and its include competitors, entrant of
new competitor, goverment policies (Choi, and Sirakaya, 2005).
PLC also play important role in marketing strategic planning and PLC stand on Product life cycle and
this strategic plan used by Thomas Cook and Sons Company. PLC tell about growth of company and
PLC help to explain company condition. PLC divided into four stages and these are introduction stage,
growth stage, maturity stage, Decline Stage. In introduction stage create a market for the product.
Growth stage show the growth in market share. Decline stage, decline come in this stage. Thomas cook
and sons company on Maturity level means company is part of well known successful companies and
its means growth in sales and also show competition appear in similar product and pricing is lower
because lot of competition.These marketing strategic plan used by Thomas Cook and Sons and these
strategic plans important for all company.
2.2 discuss the relevance of marketing research and market information to managers in the travel and
tourism sector.
It is essential for a company is that to identified the customer needs which can help to design their
products and services in an effective manner. For this, Thomas Cook can conduct the market research

which can help to provide the various relevant information and data. These information also help in to
the strategic planning and development. It can help to determine the current opportunities avail in the
market. It provides the important information regarding the market share, competition level, customer
satisfaction level, past sales performance and the various distribution channels. For travel and tourism
communication played a prominent role. Through market research the cited business organisation can
use their promotional mix in an effective manner. They can knows the current market trends and tools
which can be used by them (Harrill, 2004). Sales forecasting is another task which can be attain by the
company through market research. There are various tools and techniques which can be used by the
firm in order to estimate their sales so that they can make their strategies accordingly. Any new trends
also to be identified by the market research. So that they can also introduce their new products in to the
market. For example, through market research a company can knows their competition level and make
their strategic decisions which can provide them long term growth. For example, UK there are tough
competition in the market which having a negative impact on the business and ist market share. There
are various emerging market which can be used by the business unit and attain their long term goals
and objectives in an effective manner.
2.3 Assess the influence of marketing on society
Marketing is the creative activity in order to deliver of goods and services to satisfy the needs
and demands of the customers. It includes demand , supply, manufacturing and purchasing phenomena.
The overall production of marketing is depend on demand and supply of goods and services. Marketing
is carried out though different processes like internet marketing or e commerce which is called as
online shopping plat form . The other method includes whole sale marketing, retail marketing and
marketing through exports and import channels. It is the process of distribution of products and
services in order to generate income production. Since many year marketing is spread through across
the world ( Fesenmaier, 2015).
Following are the some effects and influence of marketing on society
marketing is related with demand and supply so the products are produced according to the
requirements of the customers. They put across many choices and selection in order to purchase the
item. This provides different types and varieties of products because selection is not an easy task
according to choice. Marketing provides enormous departments of services and products like clothing,
electronic items, footwear, accessories, vehicles , grocery, ornaments and others. Today the basic
necessity of man is dependent on market.
There are some online services available via internet. This is a very convenient service in order

to buy any product or service. Online source is a very popular these days. They provide wide range of
goods and services with exclusive offers and season discounts. All the brands are available on the
internet with different size, colon, quality, and prices. It provide free online delivery services to
customers. The shopping is also carry out by easy instalment and credit or master cards as well. These
online services provides the great assistance to the customers by fast delivery and standard quality
products (Magnini, 2015 ).
Marketing helps in introducing new concepts of products and services in order to satisfy the
needs and demands of the customers. It provides basic knowledge of products and services towards the
customers in order to give the idea of new designs and new trends of fashion , basically it creates
awareness among the customers for the new the innovative methods of forth coming technology.
Marking provides business knowledge in order to start any enterprise by knowing all the terms and
conditions of the existing market. Marketing provides profits to the marketers and satisfaction to the
customers. Marketing provides the bargaining power of suppliers and customers. It gives an idea of
negotiating prices according to costly items. These are the above following assessments of marketing
to society.
TASK 3
3.1 Discuss issues on the product, price and place elements on the marketing mix
According to Thomas cook’s marketing mix is the overall blending of different determinants
which are maintained by an industry in order to attract customers to engage in marketing by shopping
process. Basically it ii the process of encouraging consumers in order to purchase goods and services
according to the marketing mix strategy that is mixture of price, place, products, promotion, people,
process and bodily indication. The main motive of this strategy is to promote the development of trade
according to the brands. Different companies adopted some methods in order to diversify the trade
opportunities with the help of innovative and advance methods of selling products and services. They
adopted some advertising strategies and online shopping plat form business via internet in order vast
the marketing business globally. The sole important object of this strategy is to attain maximum amount
of profits and compete the challenges across worldwide by providing best quality customer services
and exclusive offers in order to satisfy needs and demands. There are certain issues related with price,
product and place elements on the marketing mix ( Crooks, 2011).
Product – it includes all the issues related with products and services in travel and tourism industry.

There are some interested facts between the tourism and industries like ornaments and jewelry,
agriculture and clothing in which the cost price of the items for travellers are kept as high as compared
with the original prices. There are some technological issues related with delivery of goods through the
internet, straight sales, everyday advertisement database, commercial contractors and mediators. The
method is adopted in UK in which telephones, personnel computers and internet surfing is provided to
the travellers in the hotel rooms itself in order to stay away from the inconvenience.
Price- this is another most important cause of concern for the tourist. The price of fuel like gasoline is
very high. There is lot of fuel is needed in order to travel so travellers pay huge money for this. The
summer is the only best season in order to visit the destination and accordingly fuel charges rise. The
UK tourism is affected by the variations in the currency prices and also the currency exchange rates.
Place- it is considered with the destination. The major issue with the place is the communication
networks and different types of culture associated with different economy. The foreigners are not able
to understand the different language and culture.by adopting different methods of communication
networks this issue can be resolved.
3.1 Assess the importance of service sector mix elements to travel and tourism sector.
The service sector plays a vital role in travel and tourism sector, the attraction of tourists at the
tourism industry is totally depend upon the customer service. It is the process in which different types
of brands were introduced towards the customers. The services cannot be touched; they only feel by the
customers. They can judge the services according to their expectations, requirements and demands.
Touristy trade is the service trade bended mixture according to the place, price, promotion, product,
people and so on. The price depends upon money and place. All these things are interrelated with each
other. The locality criteria for the service are very important according to the spacious environment and
luxury zones. The quality of services depends upon the customization and standardization of products
and services. The demand and supply of services is totally depends upon prices schemes. As the price
increases demand automatically decreases to some extent and as prices decreases demand increases to a
broader aspect ( Pérez-Amaral, 2011).
3.3Apply the concept of the total tourism product to an individual tourism business or tourist
destination
The total tourism is the one industry but it is related with hotel, airlines, hospitality and
destinations, tourism agency and trekking agency. Different types of things that can be supply to the
market in order to meet the needs of the customers. Retail products are referred as merchandise,
manufactured products. The first form of the product is the raw material the n it can be converted it into

finished goods. The deliverables and services are also come and products. There are some different
products related with different services like financial, economics and commerce. Financial products are
related with loans, insurance, credit cards and debit cards. The products consist of goods and services
offered by the touristy like lodging, food processing, trade, conveyance, parking and many more. The
products determine the quality standards and types of accessories used in the manufacturing of
products. There are different types of the products and services according to the demand supply criteria
with respect to different selling prices and purchasing prices. In order to carry out any business,
products must be needed to fulfill the requirement of customers. This is the above brief concept of total
tourism product ( Foerste, 2015).
TASK 4
4.1 Assess the integrated nature and role of promotional mix
In general promotional mix is the combination of several methods and instruments in order to
promote the products and services of a company. This is done by interacting or communicating of ideas
, thoughts and by different valuable methods. Impressive promotion is the vital source of marketing
mix. The main motive of promotion is to entice the customer in order to buy products and services
(Thal, 2013 ).
The basic role of promoting is to create the linking or tuning with the other components like
product, place and price. They all are interrelated with each other other and they are the part of
promotion. Promotion provides the potential strength and convenience of the product. It is carried out
by advertising, selling, blogs, media, news paper , magazines and vis internet. The basic aim of
promotion is to diversify and development of marketing business. The best and quality promotion
depends upon the communication process. The interaction of the seller with the buyer by attracting and
engaging to involver in the marketing. The by providing quality service products according to the
preference . By giving full and complete description about the products, by telling the benefits and
harms of the products. These are the different methods according to the promotional mix in order to
entice the customers. The best method of promoting is to give demo of the particular product in order
to provide the working and processing methods. There are some motivating factor of promotion is
encouraging customers for buying of products and services by providing some discounts and offers
associated with the deal. Specific warranty and guarantee cards are issued by the buyers in order to
protect in future loss or damage associated the products. By providing personnel selling methods in

order to experience a product condition and situation on the spot is a best method of promotion. The
promotion is increased by the distribution of prices according to the product quality . Sales promotion
is along term strategy , this is used in order to produce enormous income and revenue. This can be done
according to the increasing cost of production. These are the following roles of promotional mix
integrated in the environment.
4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays
There are different strategies in order to plan integrated promotional campaign . This is basic
vital instrument in the marketing in order to launch and promote new services to develop the market .
There are certain goal and objectives in order to plan a successful promotional campaign.
The message or ideas should be conveyed to the point of gathering. The communication should be very
strong in order to distribute the ideas and thoughts with respect to marketing .
Assessment- it is based on the priorities of the customers , this includes the needs and demands of the
customers and plans according to meet all the requirements of the customers and satisfy in a best
possible way in order to engage more customers .
Communication network- It includes all the methods in order to distribute the products and services.
There are certain methods like personnel interaction with the clients by explaining better about the
products, telephonic process is for far distant clients, email and advertisement by giving complete non
verbal accurate description of the product. The other methods include news papers, blogs, magazines,
instant messages etc. this method is a very useful method in order to promotions in the marketing.
Promotional mix includes the complete allocation of resources like advertising, sale promotion, and
publicity. Awareness should be created among clients about the promotional activities associated with
the company. The promotional strategic plan should be process according to the appropriate format
which includes all the necessary details in order to make the plan effective ad efficient. This consists of
situational investigation, target market minds and marketing mix methods. These are different methods
of promoting market plans in order to start any campaign.
CONCLUSION
From the above discussion it can be concluded that travel and tourism is e very dynamic
industry related with marketing . There are certain marketing, promotional mix and societal concepts in
this session. Marketing helps in introducing new concepts of products and services in order to satisfy

the needs and demands of the customers. It provides basic knowledge of products and services towards
the customers in order to give the idea of new designs and new trends of fashion , basically it creates
awareness among the customers for the new the innovative methods of forth coming technology. There
are certain advertising strategies related with the marketing in order to sell products and services with
respect to promotional influence.

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