Thomas Cook: Marketing Strategies in Travel and Tourism Sector

This report delves into Thomas Cook's marketing strategies within the travel and tourism sector, focusing on issues related to product, price, and place, specifically for holiday packages to Morocco and Egypt. It emphasizes the importance of quality services and affordable pricing to attract customers. The report also highlights the crucial role of online promotion through social media and brochures. Furthermore, it examines the significance of service sector mix elements, including internal and interactive marketing, service quality, and partnerships, to enhance Thomas Cook's operations. The concept of the total tourism product is explored, emphasizing the need for contracts with hotels and airlines to provide comprehensive accommodation and travel facilities. Ultimately, the report suggests that Thomas Cook should develop strategic deals with travel agencies to ensure clients receive all essential services included in the package.

Marketing in travel
and tourism
Task 3

3.1 Issues in product, price and place
• Product: The main product of Thomas Cook is holiday package to
Morocco and Egypt which needs to be associated with quality
services so that prominent services can be delivered to the clients.
• Price: Prices for the package should be affordable so that clients can
give their consent to purchase it.

Continued...
Place: Online sources such as social media could be used to promote
the package of Morocco and Egypt.
Promotion: Thomas Cook can also develop a brochure in which the
package should be suitably promoted.

3.2 Importance of service sector mix elements
to the travel sector
• Internal marketing: Travel and tourism sector needs to focus on
internal marketing so that all the business activities and operations
can be managed suitably.
• Interactive marketing: Thomas Cook is required to emphasize on
interactive marketing in which specific attention should be given to
communication aspect.

Continued...
Service Quality: Every travel and tourism company like Thomas Cook
needs to promote the service quality so that large number of customers
can be promoted towards the same.
People and partnership: It is crucial for Thomas Cook to have
partnership with numerous other agents so that the package of Morocco
and Egypt could be suitably delivered to clients.

3.3 Concept of the total tourism product
toThomas Cook
Hospitality services: It is essential for Thomas Cook to make contracts
with hotels in Morocco and Egypt so that to provide accommodation
facilities to the clients.
Airlines: Thomas Cook needs to develop deals with airlines so that
clients can reach to the specific places such as Morocco and Egypt.

Travel agency: Thomas Cook
should develop deal with travel
agency so that clients can get all
the determined services which are
essential to be included in the
package.
Continued...

References
Levi, K., 2007. Differentiate or Diminish: The Art and
Necessity of Business Positioning. SAGE.
Lim, S, K, L, Acito, F, and Rusetski, A., 2006.
Development of Archtypes of International
Marketing Strategy. Journal of International
Business Studies. 37(4).pp. 499-524.
Ransley, J. and Ingram, H., 2004. Developing
Hospitality Properties and Facilities Hospitality
management. Butterworth-Heinemann.