Marketing in Travel and Tourism: A Case Study of Thomas Cook

This report analyzes marketing strategies within the travel and tourism sector, focusing on the historical evolution and the modern practices of the industry. It begins with a brief overview of early travel and tourism, highlighting the influence of cultural aspects, language learning, and the challenges that restricted early travel. The report then examines the business travel's emergence, specifically focusing on the Thomas Cook travel group and its marketing strategies. It outlines the integrated promotional campaign for Thomas Cook's 2018 holiday package, including the development of a new brand theme, decoration of campaign locations, staff training, and customer awareness activities. The analysis covers the historical context of tourism, from early nomads to the development of tourism for pilgrimage. The report provides a comprehensive view of marketing practices in the travel and tourism industry, emphasizing branding, promotional campaigns, and the importance of customer engagement.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012). Early tourism started with Nomads who
travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded around the world and
gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus
developed the tourism for pilgrimage. Early tourism started with Nomads who travelled around the world in search of food and shelter. Main
intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015).
1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage.
MARKETING IN TRAVEL AND
TOURISM
Thomas cook is the part of Thomas travel group.
This group was founded in 1965 serving the people
of UK. The Thomas cook is marketing their holiday
packages with defined cultural variation in six days’
travel to Egypt, Morocco, Libya.
The activities carried out in integrated promotional campaign for
2018 holiday package of Thomas cook include:
 The first step of the campaign includes developing new
brand theme of Thomas cook services and brand image in
mind of consumers.
 Decoration of reception and the place where the campaign
is installed according to the theme of company and
reflecting decoration the vision statement of the Thomas
cook.
 The advertisement campaign includes the informing the
staff of Thomas cook about objective and the concept of
the promotional camp.
 Carrying out the activities to spread awareness among
prospective customers and attract them for making future
purchases.