Marketing in Travel and Tourism: Strategies and Analysis Report

This report provides a comprehensive analysis of marketing strategies within the travel and tourism industry, using Thomas Cook as a case study. It begins by defining the marketing concept and its significance in the tourism sector, exploring the marketing environment (micro and macro) and its impact on businesses. The report then delves into consumer markets, examining factors influencing consumer behavior and decision-making processes, followed by an in-depth discussion of market segmentation strategies. Strategic planning in the tourism industry is explored, including the use of SWOT analysis and product life cycle analysis. The report also examines the marketing mix, service mix, and promotional mix, providing insights into how these elements are applied in the travel and tourism sector to achieve marketing objectives and build strong customer relationships. This report is a valuable resource for understanding effective marketing practices in the tourism industry.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Marketing concept in tourism industry.............................................................................3
1.2 Marketing environment....................................................................................................4
1.3 Consumer markets...........................................................................................................5
1.4 Market segmentation........................................................................................................6
TASK 2............................................................................................................................................7
2.1 Strategic planning in the tourism industry........................................................................7
2.2 Marketing research and market information....................................................................8
2.3 Impact of marketing on community.................................................................................9
TASK 3 ...........................................................................................................................................9
3.1 Marketing mix..................................................................................................................9
3.2 Marketing mix of service sector.....................................................................................10
3.3 Total tourism product.....................................................................................................11
TASK 4..........................................................................................................................................11
4.1 Promotional mix ............................................................................................................11
4.2 Integrated promotional campaign ..................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In modern era, marketing is necessary in the hospitality industry. Marketing is the action
or the business which helps in popularizing or auction the merchandise and services by doing the
proper market research as well as advertising. In the hospitality industry, tourism sector become
one of the biggest corporation which provides the many opportunities regarding job so that they
contribute in growing the economy (Biggs, 2011). Organisation which are included in this sector
they have to focus on the desires of the services users and according to that staff members of the
business entity have to do the changes in their services which succour in attracting large number
of consumers. Along with this they can classify their consumers according to their status or
lifestyle. The present report is based on Thomas Cook which is a British global travel company
and it is listed on London Stock Exchange (How to become a Tour Operator Manager, 2016).
The vision of Thomas Cook is to deliver the best holiday experiences to their consumers by
using high touch strategy. In the below mentioned report, discussion based on the core concept
and marketing environment in the travel and tourism sector. Moreover, discussion on the
marketing segmentation in the tourism industry. Moreover, role of marketing mix and elements
of service mix in the travel and tourism sector has to be discussed.
TASK 1
1.1 Marketing concept in tourism industry
Marketing is a philosophy which helps the firms in analysing as well as evaluating the
needs and wants of the consumers. Along with this they have to make appropriate decisions
which aid in satisfying the needs and wants of the consumers and attain success at the time of
high competition. In the travel and tourism sector, marketing play a essential role and by that
they can promote their tourist destinations (Biggs, Hall and Stoeckl, 2012). Marketing
orientation is a business model which assist in focusing on delivering the merchandise which are
designed according to the needs and wants of the consumers as it helps in improving the
functionality of the products as well as efficiency of production. To increase the market share,
there are some factors which Thomas Cook have to focus on:
Consumer needs: The manager along with the employees of Thomas Cook have to do proper
research and analyse the needs and wants of the consumer and provide services accordingly. This
helps in providing the proper satisfaction to them and by that Thomas Cook reap success in the

competitive market. Thomas Cook have to do proper and appropriate marketing which helps in
creating awareness about the services in the market and by that they can improve the
productivity as well as proficiency (Croce and Perri, 2010).
Product and service markets: The employees of Thomas Cook have to analyse the requirements
of the consumers and they have to provide their services accordingly which helps in attaining the
goals and objectives.
Consumer satisfaction and retention: Consumers wants best and qualitative services and
Thomas Cook have to provide the services so that that satisfaction level of the service users will
increased. The employees have to make appropriate decisions which helps in increasing the
value of products. The employees of Thomas Cook have to do effective communication with
their consumers. If they are providing best services, this will helps in retaining the consumers for
a long time and by that they can attain maximum position in the competitive market and also
accomplish their goals and objectives (MARKETING RESOURCES, 2017).
Relationship marketing: The staff members of the firm have to build and maintain the relation
with the consumers as well as employers by which employees of Thomas Cook can do effective
marketing by that they can attain leading position in the market.
1.2 Marketing environment
Marketing environment is the combination as well as sum of factors whether it is internal
or external. It refers to the factors as well as forces which affect the ability of the firm that they
can maintain the relations with their end users as it is necessary for the companies to maintain
the relations so that they can generate maximum revenue.
Micro environment: It refers to those factors which having a impact on company. Along with
this it also affects the relationship of business entity directly. There are different aspects which
influence Thomas Cook. It includes:
 Suppliers: It helps in providing the raw material which is used in the production of the
products and services. It helps in offering the good products as it aid in improving
performance (Dawson and et. al., 2010).
 Competitors: More competitors means the spending of the consumers decreases. A large
number of competitors signifies that the demand and services of the products are
improved.

 Consumers: These are the person which help Thomas Cook in improving their
profitability along with the proficiency. By providing the best services they can attract
large number of consumers. General public: Societies provide the proper support to the companies as they are
providing the jobs and reduce unemployment. Moreover, they are paying the taxes and
they also having a responsibility whether it is social or environmental in doing the
operations. It helps in increasing the brand image in the market (Denicolai, Cioccarelli
and Zucchella, 2010).
Macro environment: These are the factors which are external and they are uncontrollable factors
which having a impact on the decision making of the organisation as it affects the performance
as well as strategies of the business entity. It includes the different factors are:
 Economic factors: The staff members of Thomas Cook have to use this so that they
become successful by finding the economic condition in the market.
 Political factor: The employees of Thomas Cook have to do analysis related to political
condition and by that they can accomplish the goals. Moreover, they have to use
appropriate policies, rules and regulations so that they can accomplish targets (Evans,
Stonehouse and Campbell, 2012).
 Social factor: The company wants to make more profit and for that they have to do
changes on the basis of requirements of consumers and also they have to develop or
improve the tourist places so that they reap the high position in the market.
 Technological factor: The employees of Thomas Cook have to upgrade the products and
services by using innovative technology which helps in attracting large number of
consumers and by that they can generate more revenue (Hallak, Brown, and Lindsay,
2012).
1.3 Consumer markets
There are several factors which having a impact on the motivation along with the demand
of consumers. Services users aid in making the correct decisions for the betterment of Thomas
Cook and business entity have to provide services according to the desires of the consumers
which helps in improving the satisfaction level of the consumers and by that they can improve
the performance in the competitive market. When company is providing qualitative services then
it will encourage the consumers to purchase more goods and by that demand of the services

increased and Thomas Cook generate maximum profit. Another factor is culture of the country.
Culture affect the demand of the company as well as motivation level of the consumers. It
promotes the destination as well as improve the competition (Hjalager, 2010). It examine the
relationship between the tourism as well as culture so that they can improve the brand image in
the market. Another factor is consumer orientation in which Thomas Cook have to use best
technology for doing the effective communication so that they can provide best services and
make contribution in attaining targets along with the success. The staff members of Thomas
Cook have to do proper examination of the market which assist in finding out the requirements
of the consumers in the hospitality industry and according to that company have to provide the
services. Then they have to provide services according to their needs in the different tourist
destinations by that company can obtain maximum value (Jaafar and et. al., 2011). The consumer
have to use decision making process which includes the different steps that is need perception,
searching of the information or data, evaluation of alternatives, behaviour whether it is related to
purchase or post purchase. The marketer have to do effective communication with the consumers
then only they are comfortable and make correct and appropriate decision which is helpful for
Thomas Cook in attaining targets. Along with this it helps in making strong position in the
market.
1.4 Market segmentation
The employees have to make proper plans which helps in attracting the large number of
consumers. Along with this they have to divide the market for their satisfaction and for that they
have to provide best services. Market segmentation is the process which aid in break the market
according to the similarities as well as relationship with different consumers (Kayar and Kozak,
2010). The objective of market segmentation helps Thomas Cook in attaining the competitive
advantage by using the appropriate resources. It is divided into different parts:
Geographical segmentation: It includes the market which is break into the distinctive
geographical locations. Along with this it assist in directing the resources on the different regions
due to different characteristics which aid Thomas Cook in accomplishing the targets.
Phsychograhic segmentation: It is a part of segmentation which helps the business entity in
dividing or segmenting the consumers according to their lifestyle includes the attitudes, values,
beliefs, culture to divide the market (Komppula and Gartner, 2013).

Demographic segmentation: It refers to that segmentation which is done on the basis of gender,
income, social status etc. along with the other variables which are doing when Thomas Cook
doing marketing as well as targeting the consumers. It improving productivity and profitability of
the business entity.
There are several methods which can be used by Thomas Cook in doing segmentation of
the market by using quantitative and qualitative tools and techniques. The company having some
variables within the hospitality industry which is segmented on the basis of behaviour as well as
attitude. They have to target the market and for that they have to allocate and utilise the
appropriate resources according to the segments. Market segmentation helps in reaping strong
position in market (Komppula, 2014).
TASK 2
2.1 Strategic planning in the tourism industry
Thomas Cook have to use several tools and techniques which helps in the marketing
planning so that they can improve the profitability as well as productivity. They can use SWOT
analysis, Product life cycle and Ansoff matrix.
SWOT analysis:
Strength Weaknesses
Thomas Cook is a largest company of UK. It
provides the affordable holidays to the people.
It also increased the brand presence in the
whole world.
The company refused to pay statutory
European compensation to the consumers. The
business entity having a limited brand presence
in the market (Lew, 2014).
Opportunities Threats
Thomas Cook have to boost their share prices
which aid in expanding the business. Along
with this they have to digitalise their operations
for the better penetration.
The company having uncertainty in the airline
sector. Price wars can reduce the market share.
Along with this it increases the liabilities due
to unpaid compensations.
Product life cycle:
Thomas Cook have to do PLC analysis which help the employees in finding out the products and
services in the market. Along with this it provides the knowledge to them that by making best

products they can attain success in the high competition (Lovelock, Lovelock and Normann,
2010). There are different stages which are included in the Product life cycle. They are:
 Exploration stage – In this stage, employees of Thomas Cook can get the idea about the
new location or destination for tourists.
 Development stage – This stage helps in finding the areas in which development or
improvement is necessary and they can make tourist destination attractive which helps in
attract the large number of consumers so that business entity generate maximum profit.
 Stagnation – In this, destination has been covered by thousands of travellers. Along with
this it helps the tourist in attaining new experiences and for making famous those tourist
destinations they have to explore or share their experiences (Marchant and Mottiar,
2011).
Ansoff Matrix: It is a strategic planning tool which helps in providing a framework to help
executives, senior managers along with the marketers devising the strategies for the future
growth. Thomas Cook can use Ansoff matrix which helps in doing the proper operations.
Moreover, they have to choose appropriate market strategies which helps in attaining goals and
objectives. Ansoff matrix includes different strategy they are market penetration strategy,
diversification of the services, market development and product development are to be discussed.
Moreover, it is helps for the company in attaining long term targets (McCormick, 2011).
2.2 Marketing research and market information
In the hospitality industry, marketing research is necessary which helps in attaining the
information or data so that staff members of Thomas Cook can find the area which needs to be
developed. Company have to do marketing research which assist in doing proper functioning
which helps in spanning the link between service users along with the general public with
marketer by that they can gather or collect appropriate information or data. Thomas Cook can
use marketing information system as it is a system which helps in designing to support the
decision making which is related to marketing. It is a system which helps Thomas Cook in
attaining marketing data which is gathered, stored, analysed as well as distributed to the
managers according to the the needs on a regular basis (McGehee and et.al., 2010). When the
manager gather the actual data then they have to do analysis as well as presentation of findings.
Along with this they have to do proper communication so that manager can not face any
problem. Thomas Cook have to do analysis of their competitors and collect all information

which helps them in generating maximum revenue. Company can do merger as well as
acquisition in the Morocco and Tunisia . The staff members have to use the data of the market
research by using segmentation, targeting along with the positioning of the brands. Thomas Cook
have to do proper analysis of the marketing which helps in understanding the demand of
merchandise in the tourism industry. The company having their own portfolio which helps in
attaining the goals and objectives. The manager of Thomas Cook have to do forecasting as well
as measurement of demand. Market demand of the products and services is a total volume which
helps in defining the consumer group in a different geographical area or regions along with the
specified time period in a defined marketing environment (Morrison, Carlsen and Weber, 2010).
2.3 Impact of marketing on community
In a society, marketing having a huge impact which aid in reaping maximum revenue or
best outcomes. Along with this it is having a important as well as essential role in business.
Thomas Cook have to apply proper concept of marketing which succour in doing protection as
well as retention of the service users. The business entity have to follow the rules and regulations
which are given by the government on the goods and services. Marketing improves the social
responsibility of enterprise and by that community attain maximum advantages (Mshenga and
et.al., 2010). It succour the employees that they have to make correct decision so that they can
not face any obstacle and by that they can accomplish their targets. Marketers have to do
effective communication and also have to share their ideas which helps in doing the
developments. By using the policies, rules and regulations and also by good marketing Thomas
Cook raise the awareness in the markets of community. Marketers having a main duty that they
have to analyse and identify needs and wants of service users and have to make changes
accordingly and also develop the tourist destination that is Morocco and Tunisia for the summer
holidays. The employees of Thomas Cook have to put more efforts so that they can make
changes in the different tourist destination. Marketing is necessary in the society which helps in
creating sustainability as well as they are having a code of conduct in the business. Along with
this they have to do proper planning for making the changes according to the needs and wants as
well as requirements of the consumers. Thomas Cook have to do good investments in the
marketing according to their regulations as well as succour in reaping the strong position in
market (Paget, Dimanche and Mounet, 2010). When company having good investment this will
help them in attracting large number of consumers.

TASK 3
3.1 Marketing mix
Marketing mix is a combination of different factors that can be controlled by company so
that they can influence the consumers to purchase its products. It includes the 7P's and they are
product, place, price, promotion, process, people and physical evidence. These elements helps in
reaping their goals and targets (Ramukumba and et. al., 2012).
Product: The staff members have to provide the best services and also having good quality
which assist in attracting large number of service users. For the development or improvements of
the services which Thomas Cook is providing for that they have to market research and on the
basis of that they have to do developments.
Price: Thomas Cook have to provide the best services at a reasonable price so that every
consumer can afford that and by that business entity can generate maximum profit. The staff
members have to use different pricing strategy so that they can control the cost as well as price
and earn maximum revenue.
Place: The staff members of Thomas Cook have to use legitimate distribution channels and also
have to provide the services in the different geographical locations so that they can reap their
goals and objectives when they provide their products and services in the different places then
consumers use those services and by that Thomas Cook will generate more profit and maintain
their strong position in the market (Shinde, 2010).
3.2 Marketing mix of service sector
A service is a activity which provides the benefits by providing the offers by one party to
another and these services are intangible in nature and does not result is ownership of anything.
Its manufacturing of the products and services may or may not be tied to a physical product.
Service marketing mix is a combination or sum of the distinctive elements of the service
marketing which the business entity is using to do the effective communication to transmit the
brand message to their consumers. Service mix consist the 7P's which includes Product, place,
price, promotion, process, people and physical evidence. Travel marketing is the marketing mix
of the services which helps Thomas Cook in providing the unique services to their consumers
(Spenceley, 2012). Moreover, it involve the hospitality as well as recreational experiences. Some
elements of services mix are that services are intangible in nature means they are selling physical

product. Along with this services which Thomas Cook is providing to their service users they are
inseparable and heterogeneous in nature. Service can be change according to the desires of the
customers. Another is Internal marketing which is used by the marketers of Thomas Cook to
motivate the all functions of the business entity which helps in satisfy the consumers. Another is
interactive marketing which is a strategy which is related to marketing that uses a two way
communication channels to allow services users and they are connecting directly with the
company. It can be done through mails, social media as well as blogs and by that Thomas Cook
attain goals and objectives (Su, Hall and Ozanne, 2013).
3.3 Total tourism product
Tourism is a travel for pleasure or business. Along with this it is a theory along with the
practices of touring and by that they can attract and entertain many tourists and also the business
of a operating tours. Tourism may be overseas or within the country where tourist travels.
Tourism product is a series of the interrelated services which includes the services which are
provided by the various companies, community service and natural services. Tourism product
helps in doing the marketing of the different tourist destination which includes the different
elements and they are attractiveness of the tourist destination (Thomas, Shaw and Page, 2011).
Along with the facilities which is owned by the tourist destination which includes the
accommodation, business related to food processing etc. and the ease to reach the destination
which is Morocco and Tunisia. Tourism product can be provided or offered to their tourists to
visit the different tourist destination. Tourism products can be either natural, cultural and
community handicrafts. It consist various elements which is a package that is not integral to each
other along with this the employees of Thomas Cook have to meet desires of tourists from
leaving his residence to destination place and back again to the place of origin. The elements of
tourism products helps Thomas Cook in attracting the consumers along with the services which
are provided by the travel agents. Tourism product highly dependant on the human factors as
well as they are having high risk while doing the investment (West, 2010).
TASK 4
4.1 Promotional mix
Promotional mix includes the combination of the distinct methods which is helpful in
doing the promotion and by that company can sell the products and services. The employees of

Thomas Cook have to do effective conversation with their consumers so that they can reap their
goals and objectives. Successful promotional mix determines success of marketing mix along
with this it assist in attracting or retaining the services users for a long time. There are some
elements of promotional mix:
Thomas Cook can do the advertising of the tourist destination that is Morocco and
Tunisia (Biggs, 2011). It involves the presenting of sponsors and by that they can promote the
idea of consumer by using different channels that is internet etc.
Personal selling is also a part of promotional mix which include the oral presentation
which is given to the consumers on the basis of that service users attract and attain targets.
Sales Promotion includes media as well as non-media channels which are related to
marketing which aid in increasing the demand along with the improvement in the presence of
product in market (Biggs, Hall, and Stoeckl, 2012).
The staff members of Thomas Cook have to maintain public relation which helps in
attaining the goals and objectives. When company is providing best services to them then it helps
in retaining the consumers for a long period because by that they build trust among each other.
Promotional mix is a marketing which is to be done directly and company have to do
effective conversation by using e-mails, websites etc. It aid Thomas cook in meeting as well as
accomplishing the marketing objectives. Moreover, it helps in improving the sales and by that
Thomas Cook generate more profit which aid in creating brand image in the competitive market.
The staff members of the company have to use appropriate channels so that they can accomplish
their targets (Croce and Perri, 2010).
4.2 Integrated promotional campaign
Integrated promotional crusade for Thomas Cook aid in marking the
audience. Target audience is a visitors who have a wish to visit the different places that is
Morocco and Tunisia to earn best experience. The business entity have to do evaluation as well
as analysis of the requirements of the tourists and according to that they have to make the
changes in the tourist destinations. The marketing team of Thomas Cook have to plan a online
survey of visitors so that they can get the needs of tourists by the online booking system or the
company website so that they can find out the different areas which needs to be developed.
Along with this employees of Thomas Cook can use the digital marketing. The employees get
the actual information or data about the different tourist places and that should be clear,

consistent and efficient which succour in meeting the needs and requirements of the different
channels (Dawson and et. al., 2010). The staff members of Thomas Cook have to provide the
brief information along with the pictures and videos of tourist places whether it is Morocco or
Tunisia and by that they can so that tourist captivate the users and by that entity attain the
leading position in the travel and tourism industry. To target the audience workers have to
provide actual information related to the tourist destination. Along with this the employees can
share vision as well as mission of Thomas Cook should also a feature in the campaign message.
The marketers of Thomas Cook have to proper marketing by using promotional campaign which
aid in fascinating the consumers and they can generate maximum profit.
CONCLUSION
From the above report it has been analysed that Thomas Cook have to improve the
satisfaction level of the end users by providing the best services in the tourist destination and by
that they become successful in attracting large number of consumers which assist in generating
more revenue. The company have to make changes in their services according to the needs and
wants of the service users. The employees of business entity have to maintain public relations so
that they can attract the buyers or tourists by doing proper promotional activities which succour
Thomas Cook in generating more productivity and profitability in the efficient manner.

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MARKETING RESOURCES. 2017. [Online]. Available through:
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