HND Travel and Tourism Marketing Report: Strategies and Analysis

This report provides a comprehensive analysis of marketing principles as applied within the travel and tourism sector. It begins by exploring core marketing concepts such as customer needs, wants, demands, values, and satisfaction, and then examines the impact of the marketing environment, including micro and macro environmental factors, on individual travel and tourism businesses and destinations. The report also investigates factors influencing consumer motivation and demand, followed by an overview of market segmentation principles and their application in marketing planning. It then highlights the importance of strategic marketing planning, including tools like the Ansoff Matrix, and the relevance of market research for managers. The report further assesses the nature and role of the promotional mix and concludes with a discussion of integrated promotional campaigns. The report uses Thomas Cook as a case study to illustrate these concepts.

MARKETING IN
TRAVEL
AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The core concepts of marketing for travel and tourism sector..............................................3
1.2 The impact of the marketing environment on individual travel and tourism business and
tourist destination........................................................................................................................4
1.3 The factors affecting consumer motivation and demand in travel and tourism sector.........5
1.4 The principles of market segmentation and uses in marketing planning..............................6
TASK 2............................................................................................................................................6
2.1 Importance of strategic marketing planning for travel and tourism business and
destination...................................................................................................................................6
2.2 The relevance of the market research and information to managers in travel and tourism
sector...........................................................................................................................................7
2.3 The influence of marketing on society..................................................................................7
TASK 3............................................................................................................................................8
Covered in ppt.............................................................................................................................8
TASK 4............................................................................................................................................8
4.1 Assessing the nature and role of promotional mix................................................................8
4.2 Plan and justification for integrated promotional campaign for travel and tourism business.
.....................................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Present report is based on travel and tourism sector. Report contain important important
information related with the industry. Travel and tourism is a single industry but at the same time
it is a combination of many industries and this understanding will helps the manufacturer in
providing better services to the visitors and influence them for repurchase. Morocco and Egypt is
a tourist destination and Thomas cook group decided to take number of visitors there and the
manufacturer of the services will only provide better services if he or she better understand what
is the total tourism product is. Otherwise lot of visitors will return home with Reith dissatisfy
experience(Moutinho, 2011).
TASK 1
1.1 The core concepts of marketing for travel and tourism sector.
There are various of core concept which can be applied on the travel and tourism
products and services. The marketing is based on the broad concepts which have the set of the
certain activities. The study of the marketing concept helps in determining the needs and
preferences of the individuals in relation to the product and service offered by the business
accordingly. The certain core concepts of the marketing for the Thomas Cook is explained as
follows:-
Needs, wants and demands of the customers:- The concepts states that the needs and wants of
the each individuals differs and the products and services are demanded as per the needs and the
wants of the individuals. The identification of the needs and wants of the individual will help the
Thomas Cook to design and render the services accordingly which will help the business in the
success and remain competitive. The Thomas Cook must identify the various needs of the
individual such as physiological needs, social and safety needs needs of esteem and self-
actualization need which help the business to provide better quality of the service to the
customers. As per the safety needs of the individual the Thomas Cook must provide complete
safety in the travelling of the customers to the Morocco and Egypt. The fulfilment of the needs of
the individuals will help the Thomas Cook to establish the brand image(Hall, Timothy and
Duval, 2012).
Customers values and satisfaction:- The concept states that the values and level of the
satisfaction of the individual must be achieved through the provided service. As Thomas Cook

have planed trip to the Morocco and Egypt it must provide complete value service for the money
expensed by the individual for the service which will help the business to achieve the complete
satisfaction level of the organisation(Sigala, Christou and Gretzel 2012).
1.2 The impact of the marketing environment on individual travel and tourism business and
tourist destination.
The factors affecting the ability of the business in the maintenance of the relation among
the customer and business is referred as marketing environment. The two level of marketing
environment i.e. Micro and Macro have impacts on the individuals and the business which are
discussed as follows:-
Micro environment impacts:- The internal factors of the organisation which impacts on the
individuals and business are included under micro environment. The elements which impacts the
business of Thomas Cook are described as follows:-
 Customers:- The customers are the key elements in the influence of the business. The
success of the organisation depends on the service users i.e. customers. The revenues get
generated as and when customers uses the service of the business. The good quality
services with the reasonable price are the main need and wants of each individual. The
quality service with value of money leads to achieve the customers level of satisfaction.
The Thomas Cook must provide the service as per the wants and needs of the customer
which will satisfy the customer and helps in generating the revenue for Thomas Cook. Competitors:- The competitors plays significant role in impacting the business
organisation. The quality service with lower cost by the competitor will attract the
customers and effect the profits of the Thomas Cook. The Thomas Cook must consider
the marketing and pricing strategy important to develop his business to compete with the
customers with providing quality service at reasonable cost. The determination of the
competition in the Morocco and Egypt will help the organisation to achieve success by
eliminating the negative impacts.
Macro environment impacts:- The external elements which effects the business directly are
considered under the Macro environment(Evans, tonehouse and Campbell, 2012). The elements
of the Macro environment are discussed as follows:-
 Political and legal factor:- The rules and regulation and polices framed by the
government which impacts the business are considered as the political and legal factors.

The cut throat policy will negatively impact the Thomas Cook in the functioning of its
business whereas the liberal policy will enhance the functioning of the business(Hudson
and Thal, 2013).
 Technology:- The Thomas Cook must use the new technology in its business to increase
the effectiveness and efficiency in the performance of the business. For attracting the new
customers Thomas Cook can develop the computer and mobile application in order to
provide information to the customers about its plans for the trips.
1.3 The factors affecting consumer motivation and demand in travel and tourism sector.
The behaviour of the individuals play a significant role in influencing the decision
regarding the purchasing of the services and creating the demand for the service which Thomas
Cook provides in its targeted market. The Thomas Cook can motivate the customers to use the
service of the summer trip to Morocco and Egypt by understanding the behaviour of the service
user. There are various factors which influences the demand for the services provided by the
Thomas Cook in the targeted market. The factors which influencing the demand in travel and
tourism are described as follows:-
 Purchasing power of the individual:- The ability of the customers to purchase the
services offered by the Thomas cook is referred as the purchasing power of the
individual. The service provided by the business should be affordable for the individuals
in the market. The high price for the trip with the low purchasing power of the individual
will demotivate the users in order to take the service which will lead to decline in the
demand of the service. The affordable price for the service with the good purchasing
power will motivate the customers for garbing the summer trip to the Morocco and Egypt
which will help to increase the demand for the service by Thomas Cook.
 Personal preferences:- The personal taste and preference affects the demand for the
services of the business. The service provided by the Thomas Cook must be as per the
taste and preference of the individuals which will help to create the demand for the
business. The summer trip plan as per the preference of the user will motivate the user to
use the service provided by Thomas Cook(Dasgupta, 2011).
1.4 The principles of market segmentation and uses in marketing planning.
The division of the market into the small parts according to the needs, wants and
preference and interest of the individuals is referred as the market segmentation(Molina Gómez

and Martín-Consuegra, 2010). The market segmentation process helps to develop the market
plan in order to attain the objectives of the customers. The target customers are identified
through the market segmentation and therefore helps in developing the market strategies which
fulfils the needs and wants of the individuals. The various types of market segmentation is
described as follows:-
 Geographic segmentation:- The segmentation helps to target the customers by dividing
the market on the basis of geographic criteria. The travel and tourism sectors widely
make use of this segmentation. The tour package to Morocco and Egypt can be provided
by the Thomas cook to the individuals of the United Kingdom.
 Behavioural segmentation:- The market is divided on the basis of the behaviour,
attitudes and the customer status in the behavioural segmentation. The business can offer
its tour package to Morocco and Egypt first to the individuals who are loyal to the brand.
 Demographic segmentation:- The segmentation helps to divide the market on the basis
of the age, gender and the income of the individuals. The Thomas Cook can use the
Demographic segmentation in order to fulfil the wants and needs of the customers on the
basis of the age group and income of the individuals.
TASK 2
2.1 Importance of strategic marketing planning for travel and tourism business and destination.
The strategy process performed the top level management of the business in order to
achieve the goals and objectives of the business is referred as the strategic marketing planning.
The Thomas Cook use the marketing planning strategy in order to increase the number of the
services user for the new tour package to Morocco and Egypt (Tsiotsou and Ratten, 2010). The
marketing strategies helps the Thomas Cook to expand its business globally to achieve the
success and develop the brand image. The strategic method used in marketing planning is as
follows:-
Ansoff Matrix:- The tool which helps the executives and the manager to make the strategies for
the future growth of the business with a framework is referred as the Ansoff matrix. The tool is
the growth strategies which has four alternatives for the growth of the business. The four
alternatives of the tool is described as follows:-

 Market penetration:- In the strategy of the market penetration business tries to expand
its market share by its existing product and services(HaysPage and Buhalis, 2013).
 Market development:- In the market development strategy the firms tries to enter the
new market for the expansion of the business and increasing the number of the user.
 Product development:- With the help of the product development strategy business tries
to develop the product and service in order to achieve the satisfaction of the customers.
 Diversification:- The use of diversification helps the business to increase its market
share by launching new services.
Importance of strategic marketing planing: -
The strategic planing is stated as an direction by which organisation frames plans and
implement effective strategy of marketing. This planning have great importance for travel and
tourism business as well as for destinations. It helps business working in travel and tourism
sector in developing there services with the support of strategies. It plays important role in
increasing visitors toward services offered by organisation also this leads to increase in
profitability. The effective marketing planning strategies plays important role in development of
destinations by creating awareness among large number of individuals. It also have importance
in seeking visitors towards destinations and supports in its development.
2.2 The relevance of the market research and information to managers in travel and tourism
sector.
The market research helps the Thomas Cook to determine the needs, wants and
preferences of the individuals within the targeted market. The identification with the help of the
market research lead to fulfilment of the need of the customers. The effective targeting can be
done by the managers of the Thomas Cook with the help the market information. For the travel
and tourism sector market research helps in meeting the demand of the customers within the time
frame. The research helps to grab the information of the competitor in the market thus leads to
survive in competition and helps manager to formulate the strategies for the Thomas Cook. The
market research mainly focus on the unsatisfied individuals of the Morocco and Egypt which
will help the manager to meet the demand as per the preference of the individuals and achieve
the satisfaction level. The loopholes of the company are determined by the help of the market
research. This determination helps manager of the Thomas Cook to take the necessary steps to
eliminate the negative factor(Le Serre and Chevalier, 2012).

2.3 The influence of marketing on society.
The Thomas Cook targets on the as well as the travellers with the good budget of the
society by providing the exciting offers on the tour packages and with the low cost carriers. The
Thomas Cook have expanded the airline service to meet the customers demands significantly.
The dynamic and low cost air travel is being provided by the Thomas Cook. The business must
use the sound marketing policy in promotion of the business among the society. The marketing
policy used by the business should not use the factors which have negative impacts on the
society. The positive policy will help to create the positive impact on the society with the
development of the brand image of Thomas Cook. The marketing policy used by the business
must not be against the social beliefs and values of the individuals of the society. The sound
policy will help to create the awareness among the society individuals about the business
services (Garín-Muñoz and Pérez-Amaral, 2011). The marketing can influence factors of society
both positively and negatively. The marketing helps in providing information within society
about services offered. It also support in influencing standard of living of society which
supports in their well being. The marketing in travel and tourism supports in influencing
environment of destination positively. It is due to creation of awareness of destination cultures
which supports in its conservation. It have negative influence that it leads to more number of
visitors toward destination which indirectly harms environment by creating pollution.
TASK 3
Covered in ppt
TASK 4
4.1 Assessing the nature and role of promotional mix
The Thomas Cook business function in the travel and tourism sector where it uses various
of promotional elements to increase the service user of the business. The elements used by the
Thomas Cook to increase the customers for the summer trip planned by the business to Morocco
and Egypt are described as follows:-
 Advertising:- The Thomas Cook uses the Adverting the element of the promotional mix
in order to create the awareness among the individuals about the summer trip to the
Morocco and Egypt. The Advertising helps the Thomas Cook in developing the brand
image of the business which helps to increase the customers for the business. The

Thomas Cook have launched Television ads and social media broadcasting to attract the
new customers.
 Public relation:- Thomas Cook have use the virtual reality in order to create the artificial
Morocco and Egypt environment. The business have used the significant relation in order
to increase the goodwill of the business in the targeted market of the Morocco and Egypt.
 Personal selling:- The Thomas Cook can adopt the personal selling in order to
communicate with the wider targeted customers in the Morocco and Egypt. The personal
selling helps to enhance the relation among the potential customers and management of
the business(Gertner, 2011).
 Sales promotion:- The sales promotion helps the Thomas Cook to increase the number
of service user for its business. The Thomas Cook can provide the cash discounts for the
trip organised by the business which help to motivate the customers to grab the service of
the trip to Morocco and Egypt with the discounted rate(Cox and Wray, 2011).
4.2 Plan and justification for integrated promotional campaign for travel and tourism business.
The Thomas cook can use the elements of the promotional mix for creating the awareness
among the individuals about the new summer tour package to the Morocco and Egypt. The
promotional mix will help the business to conduct the online and offline marketing for the
summer tour package. In the online marketing the business can make the use of social media
websites such as twitter, facebook and youtube in order to create the awareness of the service. In
the offline marketing for the summer tour package it can create the brochure and publish it on the
national and regional newspaper for increasing the number of the users for the service. The
Thomas cook will be helped in increasing the number of the user by using the medium of the
television, radio, magazines and banners to boost the sales of the business. The online marketing
through the websites and emails will help the business to communicate with the large number of
the customers. The use of the promotional techniques such as providing discounts on the
package, providing offers and additional benefits to the user which will help to motivate the
users to get the service within the discount and offer period which helps in increasing the number
of the customers(PanandLi, 2011).

CONCLUSION
From the above information it can be concluded it is very important for every
manufacturer to understand the concept of travel and tourism concept providing service in travel
and tourism. Because there is no any physical product which gives ownership to the visitors so in
this case the manufacturer will provide better services only after evaluating or studying about the
tourism product. Thomas cook group can enhance the experience of their customers by adding or
by using physical products or by enhancing the number of services provided to the visitors
during their trip.

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Sigala, M., Christou, E. and Gretzel, U. eds., 2012.Social media in travel, tourism and
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Cox, C. and Wray, M., 2011. Best practice marketing for regional tourism destinations.Journal
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ONLINE
Travel & Tourism Marketing. 2016. [Online]. Available through. <http://www.ttmworld.co.uk/>.
[Assessed on 18h May 2017].
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