Marketing in Travel and Tourism: A Report on Thomas Cook's Practices

This report delves into the core concepts of marketing within the travel and tourism industry, using Thomas Cook as a focal point. It examines the impact of the marketing environment, including micro and macro factors, and how these influence business operations. The report analyzes consumer motivation and demand, exploring factors such as personal budgets, internet influence, and social media. It also highlights the principle of marketing segmentation, detailing its application in strategic marketing planning. Furthermore, the report assesses the importance of strategic marketing planning, the relevance of marketing research, and the influence of marketing on society. Finally, it evaluates the integrated nature and role of the promotional mix, planning and justifying an integrated promotional campaign for Thomas Cook's summer holiday packages in Morocco and Egypt. The report aims to provide insights into effective marketing strategies within the travel and tourism sector, focusing on practical applications and real-world examples.

Marketing in Travel and
Tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism ...............................................................1
1.2 Impact of marketing environment on individual travel and tourism business .....................1
1.3 Factors which effects consumer motivation and demand ....................................................3
1.4 Principle of marketing segmentation and its usage in marketing planning.........................3
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning in tourists destination and tourism business 4
2.2 Relevance of marketing research and marketing informations............................................5
2.3 Influences of marketing on society ......................................................................................6
TASK 4............................................................................................................................................7
4.1 Assess integrated nature and role of promotional mix.........................................................7
4.2 plan and justify an integral promotional campaign ..............................................................8
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
In order to promote the diverse range of travel and tourism services as well as products
among the different market customers is essential for marketing manager to focus on the
effective promotional strategies (Becker, 2016). It has been also assessed that travel and tourism
sector mainly contribute their maximum percentage of share within the UK economy as there is
positive travel trend and among the customers. The market share of travel and tourism is
increases by 25 % every year. In UK GDP growth hospitality industry contribute approximately
15%.
The present report focuses on travel and tourism organization that is Thomas Cook that
mainly focuses on creating the summer holiday package 2017 for the destination that is Morocco
and Egypt. Thomas cook is one of the leading company in travel and tourists sectors and its
operation incomes is more than £310 million as per 2015 (Prebežac and 2016). Along with this,
the report will also focus on discussing the concept of marketing within the travel and tourism
sector so that they can easily meet the different requirement and need of the customers and
travelers (Buckley, 2012).. The report would also focus on gaining insight knowledge regarding

the different service marketing mix elements that support the company to sustain in the highly
competitive scenario.
TASK 1
1.1 Core concepts of marketing in travel and tourism
Thomas Cook Group is the British global travel company. The company offers its
services in travel and tourism sector. In 2011, after merging with co-operative travel it becomes
UK's largest travel network. Organization has five main divisions which are UK, Central Europe,
German, west Europe and Northern Europe. It serves its services to more than 19.1 million
customers every year. Role of marketing is travel and tourism is to identify need and want of the
targeted customers (Becker, 2016). For conducting summer holidays in Morocco and Egypt,
entity is using core concepts of marketing for Travel and Tourism sector which are as follows.
Needs
For the success for travel and tourist industry, it is important to understand needs of
consumers. For identifying the requirements of the customers, company can conduct various
market research which assists to them in evaluating the needs of users (Brandon-Jones, Lewis
and Walsman, 2016). For conducting tour packages of 2 weeks in Egypt and 1 week in Morocco
in summer’s holidays, entity need to identify the different tourist destinations which give
opportunities to consumers for enhancing their experience.
Wants
It is essential that requirement of travellers should be identified.. The main objective of
company is to provide best services to their consumers. For this, Thomas Cook renders cultural
package to their customers. Business firm offers there tourist packages at lower prices so that
they can attract more customers in their business.
Demand
After identifying need and wants, company focus on demand of customers. This includes
different marketing technique which assists the entity in fulfilling demands of customers
(Buckley, 2012). Demands of customer are to explore more palaces in Egypt and Morocco which
enhances their travelling experience and also at the lower prices.

1.2 Impact of marketing environment on individual travel and tourism business
Marketing environment consists of all those factors which directly or indirectly affect
organization and its performance. Environment of travel and tourism is rapidly changing so it is
important for entity to identify those factors which affects its business activities. Marketing
environment includes micro and macro factors. Micro environment consists of suppliers,
customers and competitors. In macro factors economy, politics cultures and tourists destination
are included (Crouch, 2012). Micro factors
Suppliers
Main suppliers of Thomas Cook Group are travel agents. The company has many travel
agents across in its business network which assist the organization in adding more customers in
their business so it is important for the organization to build strong relationships with the
suppliers. Other suppliers of company is hotels, airlines company and taxis. Entity have tied up
with many hotels and resorts which provides low cost facilities to its customers. By making
business agreements with taxies organization also add value in its customers services.
Customers
For every organization, it is important to understand their customer’s preferences and
demands. Thomas Cook always provides services according to their customer’s preferences
(Dupeyras and MacCallum, 2013). For travelling in Morocco and Egypt, company offer low
prices packages to their customers. For fulfilling customer’s demands and expectations entity
design different services such as hotel, restaurant and flights along with low prices services
organization offers foods as per demands of customers.
Competitors
Main competitors of Thomas Cook are Carlson Wagonlit Travel Company which is
offering similar services to its customers. For giving competition to its competitors, company is
also offering similar services to its customers. For getting more customers from market company
uses aggressive promotional strategy in which they offer low cost services along with quality in
its services. Macro factors
Economy

Economy of UK is in favour of the organization. Country's tax policy, business policy
and Monterey help the company in making more profits. With help of liberal tax policy entity is
able to offers cost effective services and governments supports business by making different
MOUs with other countries so organization can develop its businesses in other countries as well.
Politics
Government policy highly affects the Thomas Cook. UK government stability and its
relations with other country help the organization for expanding its business in other countries as
well. However, after separating from EU company is highly effected. Thomas cook have many
customers from Europe as well. So company need to change its polices.
Cultures
Cultures include different types of norms, beliefs and social values. It has great impact on
organization and individual travel (Evans and et.al., 2012). People of UK like to explore new
place and tourist company can develop packages for meeting this requirement of buyers. People
of UK like travelling so they prefer to choose that company which enhances their travelling
experience. For that Thomas Cook design offers that tourist destination in Egypt and Morocco
which add more cultural experience for visitors.
Tourist destination
Morocco and Egypt have different cultures and consist of many new places which attract
more customers of business. This tourist destination gives chances to the tourist for exploring
new cultures and places. In Egypt destinations incudes Cario, Sharm el- sheikh, Luxor. In
Morocco Marrakesh, Casablanca, Agadir and Fes are included. All these tourist's destination
defines cultural of their respective countries.
1.3 Factors which effects consumer motivation and demand
There are various factors which affects consumer behaviour and their demands. Thomas
Cook conducts various marketing research which helps them in identifying those factors which
affects motivation and demand of consumers. Consumers buying behaviour: Consumer buying behaviour is passed through various
stages such as need; gather information, evaluation of alternatives, purchase of products
and post purchase evaluation. First step is to identify need of consumers and on the basis
of that products and services can be developed for meeting the needs and expectations of
buyers (Getz, 2013). For fulfilling the requirement, consumers will compare between two

alternatives and purchases only those products or services which fulfil its expectations. It
is important for company to identity buying behaviour of consumers so that they can
target customers easily. Personal budget: Consumer personal budget also affects the travel and tourist business.
In UK, number of tourist is increasing at a faster rate. Consumer’s personal budget and
their incomes have great impact on demand on travel and tourist. For example if
consumers belongs to lower income then entity need to set holidays packages according
to it offers consists low cost along with quality in services. For this factor, Thomas Cook
can offers tour packages which are cost effective. The company also has many ties up
with Airlines and hotels which offers best deal to their visitors (Ghimire, 2013).
 Internet and social media: Internet and social media has become integral part of human
life. Through this medium, consumers can read about various types of deals and offers
which are offered by the entity. People also give their reviews regarding company's
products and services. This is the first step which is taken by the visitors to gain
knowledge and information about entity and tourists destination (Hall, 2013). For getting
positive reviews, Thomas cook offers best services to its customers
1.4 Principle of marketing segmentation and its usage in marketing planning
Segmentation means divide consumers refers into different segments on the basis of their
age, income and geographical area. For making marketing strategy successful it is important to
identify targeted consumers. Another principle of marketing segmentation is targeting in which
organization select particular segments for targeting their customers and develop different offers
for attracting consumers. Last principle is positioning in which entity develop different products
for each target segments (Hudson and Thal, 2013). Thomas Cook use this marketing principle for
identify their potential customers and assist to entity for developing their market strategies.
Thomas Cook group is global travel company. The entity has many consumers around the
world. For holiday purpose organization segmented its customers on the basis of geo-
demographic segments. The company is planning to expanding its market in many other
countries. For this purpose entity is focus on targeting their customers on the basis of geo-
demographic segments (John and Susan, 2015). In these segments travel company develop their
products and services according to who belongs to similar demographic and geographical area.
UK people belongs to high income so they can afford holiday packages In Egypt and Morocco.

For example if company is planning to take visitors from Asian counties then according to Geo-
demographic segments people of Asian countries are more prices sensitive so holidays packages
should be more cost effective. On the other hand visitors who belongs to western countries like
more lavish services.
TASK 2
2.1 Importance of strategic marketing planning in tourists destination and tourism business
For assistant marketing manager of Thomas Cook group it is impotent to focus on
developing strategic marketing planning which assist to company for making productive
decisions and serve to customers better quality in their services. Therefore, for strategic
marketing planning includes assessing the strengths, weakness, opportunities and threats (Lee,
and et.al., 2013). So the company easily overcome with issues and sustain in competitive
environment. Thus, it can be say that strategic marketing planning play important role in the
Thomas Cook. Following are result of strategic planning in the travel company.
 Assessing company for making correct decisions and also in framing and creating
effective holiday packages for their customers.
 Strategic marketing planning also help to company for getting in depth knowledge and
information about different segments customers so company can design their tourist
packages for their customers.
Strategic planning is also assisted to entity's management for determining travel services
and products. It helps to company for developing its products and making higher profits. This
strategic marketing planning it's also assist to tourist destination for expressing their heritage and
cultures value (Mariani and et.al., 2014). Through strategic marketing planning entity can
determine their current positions and plan for Egypt. This strategic marketing planning explains
about Egypt and their cultures value. It also assists to Egypt to attracting more visitors at their
place. However, for Thomas Cook it can be time consuming process for investing new area. The
strategic marketing planning also givers opportunities to business for increasing their overall
profits (Mok, Sparks and Kadampully, 2013).

2.2 Relevance of marketing research and marketing informations
The industry of travel and tourism sector is growing radially. For taking advantage of its
competitive environment Thomas Cook is different types of marketing research and market
information which assist to company's managers for developing its market and making market
strategy. This technique helps to company for getting valuable data and also helps to study
consumer behaviour (Morrison, 2013). Thorough marketing strategy entity can determine the
correct consumers and tourist trends. Thorough market research company can develop services.
For instance by conducting market research entity found that there is still recession in UK market
and house hold incomes is still not growing then entity need to provides those services which are
according to their incomes and personal budgets. Thomas Cook use secondary market research
technique because it is time and cost effective approach. It gives correct informations about
market conditions. Following are relevance of marketing research and marketing informations. Provide valuable data: by conducting market research company get valuable data which
gives to them for correct data. This data helps to company for developing their marketing
stagetgy and assist to them for attracting more consumers in their business. The data is
related to demand , supply and consumer behaviour and competition (Mowforth and
Munt, 2015). These all factors affects business and its performances. Data helps to entity
for in decisions making process. It also helps to tourist destination in Egypt for getting
more information about their visitors. Studies consumer behaviour: Marketing research and information helps to company
collect data about consumer behaviour. It provides information about consumers
behaviour and factors such as age, income, like and dislike (Navickas and Malakauskaite,
2015). Through this Thomas Cook can find out consumers opinions about entity's
services. This studies also assist to company for making their future policies and holidays
packages. For analysing consumer behaviour Egypt can also different policies which
attracts more consumers in their business.
 Current demands and tourist trends: Marketing research and information helps to
company for greeting current market trends and tourists trends. By conducting market
research Thomas Cook can identify current trends in relevant industry. By using market
research Egypt is describes its cultural and social heritages.

2.3 Influences of marketing on society
Marketing is process refers to which asset to company for promoting their products and
services. Under marketing different types of methods such as advertising, ranging from websites
and televisions and other print media are included. The impacts of marketing on society is that it
make consumer aware about company's products and services (Page, 2014). The role of
marketing in tourist company is promoting different tourist detestation. Through marketing
Thomas Cook company attract more customers in their business and also make society more
aware about the tourist destinations. Then impact of tourist detestation is that it make society
more responsible about tourist destinations. Following are impact of marketing on society. Consumerism: The main aim of marketing is making consumers more informing and
educating them about company (Travels and tourism industry, 2016). Through marketing
company can identify consumers needs and their preferences. In tourist industry through
marketing company may identify potential area of their target market and make
consumers more aware about tourist detestation and offers different services according to
their customers needs (Prebežac and et.aL. 2016). However, to make consumers more
aware will add operational cost for company and for identifying needs of consumers
entity should conduct market research. Environmentalism: Through the marketing Thomas Cook make more people more aware
about their tourist destination. In environmentalism company make aware to visitors
about changing in climate effects tourist destinations (Prebežac, Schott and Sheldon,
2016). Changing in global environment and impact of global warming also effects tourist
destinations. By using marketing Egypt make people more aware about there tourist
destination. For promoting environmentalism in country and visitors company need for
fund and also need to make promotes benefits of good environment practises which is
time consuming process.
 Sustainability: for creating suitability in tourist detestation company is promoting green
tourism. In which Thomas Cook improves and welfare of local people. By using
marketing as elements company is making aware to local people about there tourist
destination and how to make tourists destinations pollution free (Scott and et.al., 2015).
In Egypt for promoting Green tourism company is developing different approach which
assist to them for brining suitability in their tourists destination. This green tourism

practices are not cost effective and also it is time consuming process. For suitability
entity need to use pollution free equipments which add more operational cost.
TASK 4
4.1 Assess integrated nature and role of promotional mix
Promotional mix to all decisions which are taken by company for promoting it s product
and services. It is way to communicating with customers and motivate to them for buying
products of services of company. Thomas Cook use this promotional Mix for attracting more
customers in business. It assists to company for promoting its services to different consumers
and make aware about tourists detestation (Scott, Gössling and Peeters, 2015). The company is
planning to make a holiday packages in Egypt and Morocco. For this company is using various
types of tools and elements which attract more customers in their business.
Advertising
Under this element company is paid to other sources such as television and radio for
promoting to their products and services. Thomas Cook use this element for making attracting
more customers for there holidays planning. Advertising covers large area of customers. It
includes wide range of choices such as video, audio and other visual.
Sales promotion
Sales promotion is short term technique which is used by company for selling its products
or services (Spenceley, 2012). Under this technique company use rebate, discounts and
premiums gifts. By using this technique the travel company is gain more customers for getting
more customers in summer holidays in Egypt and Morocco. The company can also provide
discount on ther services so they get more customers.
Personal selling
Personal selling refers to selling company products and services to their customers
personally. It includes face to face interaction which made by entity's employees (Standing and
et.al., 2014). For personal selling Thomas company use travel agents and sellers which make
people aware about their holiday packages.
Internet and social media
It is very effective too which is used by many companies. Under this company promoting
its products or services trough social media such as Facebook, twitter and other social media

platforms. This the best method which is used by the travel company. It gives global consumers
and network to company (Standing, Tang-Taye and Boyer, 2014).
Public relations
Public relations means maintaining good relation with public by creating goodwill. This
elements help to company for evaluate public attitudes and their polices and producers of
organization. It includes wide ranges of people such as customers, shareholder, suppliers and
employees (Structure of travel and tourism, 2016). All this assist to company for making their
polices and also attain to Thomas for making their packages for summer holidays.
4.2 plan and justify an integral promotional campaign
Enclosed in Poster
CONCLUSION
Summing up the present report it can be concluded that marketing supports the
functioning of travel and tourism sector. It is essential that effective strategies and action plans
should be formed for carrying out the business activities. Promotional mix element aids in giving
better medium for doing advertisement and promotions of business activities. In addition to this
segmentation criteria supports in targeting specific group of buyers for selling tourism services
and products of the enterprise. Geographic, behavioural and demographic segmentation can be
done and consumers can be divided on the grounds of age, sex, gender, religion, financial status
and occupational status. Marketing mix elements supports in designing and selling the services
of company to a large consumer base. Product, price, place and promotion are some major
elements of marketing mix that supports in selling products of the entity to a large consumer
base. All the marketing approaches supports for ensuring growth and success of travel business.

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