Marketing in Travel and Tourism: Thomas Cook's Egypt and Morocco Tour

This presentation analyzes the marketing strategies of the Thomas Cook Group, focusing on their planned summer tours to Morocco and Egypt in 2017. It examines the marketing mix elements, including product, price, place, and promotion, tailored to attract UK-based customers, considering the climate differences between the destinations. The report emphasizes the significance of the service sector marketing mix, highlighting the importance of people, process, and physical evidence. It also explores the application of the total tourism concept, where Thomas Cook provides comprehensive packages including transportation, accommodation, and excursions, to offer a seamless travel experience. The presentation concludes by referencing key academic sources related to tourism marketing and management.

Marketing In travel and Tourism
(TASK 3)

Introduction
This presentation is based on marketing in travel and tourism
industry, Thomas Cook group is having an image as a brand in this
sector. They are planning for a tour for Morocco and Egypt in
summers 2017. This presentation is discussing on the marketing mix
of this tour, which have to be suitable on the according to the
customers. The Thomas Cook group is applying total tourism in this
to provide all the facilities to their customers in a package. Morocco
and Egypt are situated in African countries and they are having
several factor which attracts to tourist, Egypt is having Pyramids
and Morocco is famous for their mountains, environment and
markets.

3.1 Marketing Mix Elements For
Thomas Cook Group
Marketing Mix elements are having significance role to make a
product successful so Thomas Cook have to determine this elements
according to their target customers and target markets. As they are
having focus in the Egypt and Morocco tour and they are having
target customers from UK. Both countries are having a huge
difference in their climates so they have to provide all the facilities
to give a homely feel them.
 Product; Summer holidays in 2017, two weeks in EGYPT and
one week in MOROCCO.
 Price: Cost Effective price to attract customers.

Continued...
 Places: Website.
 Promotions: Social media and Print media.

3.2 Importance of service sector
marketing mix
Service sector marketing mix is related to the extend elements of
marketing mix, it is having huge importance to make better products
and services for targeted customers. These elements determines the
success factors for the products. Peoples, process and physical
evidence these all are having a direct impact on the customers and it
helps in the consideration of purchase from the customers. Some
points are here to explain the importance of service sector marketing
mix:
 Peoples: Employees which are involved in the front line sales of
products.

Continued...
 Process: it is related to deliver services to
customers.
 Physical Evidence: Additional services with
purchasing can make extra impact on the customers.

3.3 Total tourism concept on Thomas
Cook group
In contemporary culture companies are providing all facilities in
one place, it is a latest trend to attract customers. It is a complete
package of services which is needed for a tour, as the Thomas cook
group is making tours for a particular destinations like; Egypt and
Morocco, they have to give all the facilities in combine package
which is related to the transportation, foods, accommodation, short
trips on those tourist destinations. These all are provided by the
travel company, they can make charges for this by their customers.
But it is a type of facility which can lead on customers, all things
are set and tourists are free to visit on those tourist destinations. The
company have to use cost effective prices for these additional
services which they are providing in the tour to make successful
tour.

Continued...
The Thomas Cook Group have to include:
 Hotel
 Airlines
 Travel agency (Thomas Cook group)
The Thomas Cook Group can design more better tour
for their customers.

REFERENCES
Butler, R. W. and Russell, R. eds., 2010. Giants of tourism. CABI.
Croce, E. and Perri, G., 2010. Food and wine tourism: Integrating
food, travel and territory. Cabi.
Dawson, J. and et. al., 2010. The carbon cost of polar bear viewing
tourism in Churchill, Canada. Journal of Sustainable Tourism.
18(3). pp.319-336.
Denicolai, S., Cioccarelli, G. and Zucchella, A., 2010. Resource-
based local development and networked core-competencies for
tourism excellence. Tourism management. 31(2). pp.260-266.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic
management for travel and tourism. Taylor & Francis.