Marketing Essentials for Travel and Tourism: A TUI Analysis Report

This report provides a comprehensive analysis of the marketing essentials within the context of the TUI travel and tourism organization. It begins by outlining the roles and responsibilities of the marketing function within TUI, emphasizing the importance of understanding customer needs, identifying market trends, analyzing competition, developing marketing strategies, and conducting promotional events. The report then delves into the importance of the marketing department's roles, including branding, promotion, social media management, and market analysis. A comparative analysis of the marketing mix is then presented, contrasting TUI with Travel Lodge across product, price, promotion, place, and people. Finally, the report addresses the creation of a marketing plan for TUI, providing a holistic overview of marketing principles applied to a major player in the travel and tourism industry. The report highlights the significance of effective marketing strategies for business growth and customer engagement in the travel and tourism sector.

Marketing Essentials for Travel
and Tourism

Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibilities of the marketing function in the TUI travel and tourism
organization.................................................................................................................................3
P2 Importance of Roles and Responsible of Marketing Department..........................................5
P3 Marketing Mix for Travel and Tourism Organization............................................................6
P4 Marketing Plan for TUI..........................................................................................................9
CONCLUSION..............................................................................................................................12

INTRODUCTION
Travel and tourism industry mainly focus on targeting the consumer's needs and desires
and assist them by providing effective services. Marking in the travel and tourism includes
designing promotional and advertisements offers for generating huge customer base towards the
travel and tourism business. TUI is a travel agency company. It is a German multinational
tourism and travel company. It has headquarter in Germany. TUI is a big travel, tourism and
leisure company across the world. TUI means Touristic Union international. TUI group has own
hotels, travel agencies, cruise ships, retail stores and airlines.
P1 Roles and responsibilities of the marketing function in the TUI travel and tourism
organization
To know the customer's needs and desires
Marketing helps the TUI organization to identify the customers’ needs and requirement through
the various marketing strategies (Mandarić and Milićević., 2016). The marketing function of the
organization assist the company by providing important information regarding the customer
preferences and needs. The marketing team of the company takes necessary actions to promote
company’s services in a very effective way. Through the several ways and method, marketing
encourages the organization to identify the consumer’s requirements and expectations from the
organization’s business. Marketing team in the TUI organization give their full efforts to generate
best data regarding to customer’s needs and requirements. The great and effective marketing is
very essential for any organization to recognize the customer’s requirements and expectations
from the company. It helps to identify the attractiveness of customer’s towards the travel and
tourism activities.
Identify the market trends and market scope
It is a major role of the marketing in the TUI travel and tourism organization. Marketing assist
the organization by recognizing the market trends and market scope for the products of the
company. Marketing helps the company to know the different trends and different expectations
of the consumers of market. The main role of marketing to identify the market scope also. It
helps to know the market scope in a very well. The marketing team of the TUI organization assist
the managers of the company by providing efficient and effective data regarding the customer
and market trends in the travel and tourism industry. Today, people are attractive towards the tour

activities so that it is very difficult task for the marketing team to identify the market trends
because customer trends are changing day by day. It is very necessary for a travel and tourism
industry to know the whole market trends and market scope because which will helps the
company to develop their services accordingly. The effectiveness of marketing functions affects
the travel and tourism organisation in very effective way (Gössling and Lane., 2015). It is best
approach for a tui organisation to take various actions to control the market trends and scope.
Give assistance to analyzing the competition
Marketing provides their major assistance to analyzing the TUI organization’s all competitors in
the market. In the present scenario travel and tourism industry have high competitive market
because people are very inspiring towards the travel and tourism business. Marketing team in the
TUI organization conduct various effective activities to recognize the huge competitors and their
impacts negatively and positively. Effective Marketing functions in the organization develops a
great work culture in the organization. It gives their major assistance to analyze huge competitors
base. The best approaches of the marketing activities improves the organizaiton’s operations and
functions regarding the competition and related activities. Marketing team provides a effective
information regarding the competitors and its effects on the company’ operations and activities.
Developing marketing strategy
The great marketing functions in the organization helps to create a effective marketing strategies
of the company. It takes various successful implementation to develop the strategy for expanding
their business in whole market. Marketing will enhance the performance of the organization. It
will also improve the activities and operations of workers and employees of the TUI
organization. The great marketing functions promotes the company to create best strategy that
are suitable for company functions and operations (Jaremen, Nawrocka and Rapacz., 2015). The
marketing will improve the production strategy in a very great manner. It will encourage the
workers of the company to produce more and make the company more profitable. The best
marketing strategy create a big platform for the company to promote their products and services
and generate huge customer base. The effectiveness of suitable marketing strategies expand the
business of organization at a very next level. The development of marketing startegies is very
essential for every organization because it offers and effective and attractive path to the company
to increase their production and sales activities.

conduct events, seminars and exhibitions
The marketing team of the TUI organization conducted various events, exhibitions and seminars
to promote the marketing essentials and their benefits. By the effective and great events and
seminars, they will approach the whole market and consumers for selling its products (De
Grosbois., 2016). The events, exhibitions and seminars of the marketing and promoting the TUI
services will plays a major role. Marketing Events provides a great knowledge and information
to the employees and workers of the company. It assists the employees of the company to give
the information about their product effectiveness and preferences in the whole market. TUI
organization also conduct marketing seminars to encourage their workers about the promoting
and advertising activities. It helps in achieving great marketing expansion.
The Various types of exhibition related to marketing and marketing essentials influence the travel
and tourism industry for the great development. Exhibition includes travels and tourism offers,
schemes, plans etc(Picazo. and Moreno-Gil., 2018),. regarding the specifc tour and tour
packages. The effective and attractive tour packages inspired the customers towards the visiting
and travel activities. TUI organization spends more in the event execution and seminar activities
and this type of activities generate positive results for the company.
P2 Importance of Roles and Responsible of Marketing Department
There are different roles and responsibility of marketing department for the business of an
organization. This roles of Marketing are important for the performance of organization in the
target market. Here are some roles and responsibility of marketing department.
Roles of Marketing Department
This role of the marketing department is to manage and define brand in the market place
to improve the positioning of organization (Hult and Ketchen, 2017). Marketing department
launches different marketing campaigns in the market place to improve the consumer awareness.
It is important for organization in order to develop better consumer base. It is role of marketing
department to promote the product and services of organization in the market place. The
objective behind this activity is to make people aware of their services to help the consumer in
the decision making process. By promotion of product and services marketing department
influence the information search and step of consumer buying process Social media is one of the
most important element of marketing functions. This is main role of marketing department since

the implementation of digital technology in the marketing function. By providing better content
to the social media page of TUI to make positive impact on consumers. This is how by following
these roles marketing department tries to meet the business and sales objective of the
organization. it is important to stay effective in the market place.
Responsibilities of Marketing department
Marketing department have some responsibilities related to the profit of organisation.
Some of the main roles and responsibilities of marketing department are- Branding is one of the
responsibility of the marketing department. Branding of organization is known as the process
that includes certain actions of marketing department that are used I order to create better value
for organization (Baker, 2016). This activity performed by marketing department through
development of Logo, Name and symbol of organization in the market place.
For the promotion of product and services of TUI it is important for marketing department
to use more innovative and creative approach to help the organization for getting better response
from consumers. Creative and innovative marketing can effectively influence or attract more
consumers. This is basic responsibility of the marketing department to make the people aware of
current market conditions. By this process they will be able to better communicate the business
and marketing strategy of company in the particular market place, their responsibility ti keep the
operations of organization as per the current market demand and trends. This main responsibility
of marketing department which is associate with collection of different type of information for
the market place. All the operation and function are depended of the market conditions. This is
all information is collected by the marketing department to keep the actions of TUI highly
profitable in the market place. This is how marketing department have to full fill different roles
and responsibility to keep performance of company high in market place.
P3 Marketing Mix for Travel and Tourism Organization
Compare the ways in which different travel and tourism organisations apply the marketing mix
to the marketing planning process to achieve business objectives
Marketing mix TUI Travel Lodge
Product TUI is the largest travel
company which provide travel
agencies, airlines, cruise ships
Travel lodge is a private
company operating in the
hospitality industry. They

and retail stores.(Haywood,
2019) They provide excellent
quality product in order to their
customers in order to maintain
their market share and their
brand image of the company.
TUI also have their hotels and
resorts on certain destination
which they serve.
provide hotel services, all over
the world. They have their
hotels over 500 locations.
Travel lodge has introduced a
new super room in their hotels
which has different facilities
like blackout curtains, TV, iron
and ironing board etc.
Price The price of TUI group is
determined by the season of the
company. The prices charged by
them during new year and
Christmas is very high as
compared to off seasons. For
example there Singapore tour
package is priced at Rs 25999/-.
The price of Travel Lodge is
dependant upon the type of
room the customer chooses to
stay. They have a range of price
to adjust the customer needs
and wants. For example they
have cheap price room
available for their business
class customers and high prices
room for leisure customers.
Promotion TUI uses a variety of
promotional techniques in order
to advertise their product and
reach their potential customers.
They have their own site to
promote, company have to
make there official site more
attractive and informative about
the product offering as other
organizations are giving tough
competition with respect to
Travel lodge promotes their
products in every part of the
world which has increased its
sale due to good advertisement
and aggressive marketing of its
products. There are various film
stars who do the advertisement
for Travel Lodge and it has
efficient marketing team which
attracts the people of different
countries.

promotional activities.
Place The company provide there
product and services through
their retail stores all over the
world. The company have large
stores in UK and they have tie
ups with many other locals who
provide the product for them.
They are also using their onlne
websites so that it becomes
easier for the customers to
reach to them.
Travel lodge provide there
services through their retail
stores. They have their retail
stores in the United states. The
also uses online channel and
they have their own app to
supply their services to their
customers.
People TUI has a strongly skilled and
moticated staff who work
toward achieving the goals of
the company. The company has
provided their employees with
excellent training to deal with
their customers. They are very
friendly and enthusiastic to
work for TUI as they are
provided with different
incentives.
Travel lodge has been very
selective with their people of
the organisation.(Malhotra,
2015) They generally recruit
people with good management
skills and those who have good
experience in this field. They
think that the human resource
are the life blood of every
organization, and they are an
important factor when it comes
towards the success of the
company.
Physical evidence It is the environment in which
the different product and
services are being offered to
their customers.(Larson and
Draper, 2015) TUI has large
Physical evidence of Travel
Lodge is concerned with
showing an actual proof or
evidence of customers using the
service or product. Elements of

retail store which acts as the
physical evidence for them.
They also have social media
sites as their physical evidence
which are very attractive to the
customers.
physical evidence are its
ambience, physical
environment and spatial layout.
Process This P involve the different
steps which are taken in order
to reach the customer. These
include the use of social media
sites so that the customer know
about TUI products and
services (Pike, 2015). These
process must be done at
minimum cost in order to
increase the company's profits.
The process of marketing
begins from creating a concept
to actually developing the
finished product and selling to
the customers. Travel Lodge
should follow the steps which
reduces their time and efforts to
the minimum. They also uses
social media to do so.
P4 Marketing Plan for TUI
Executive summary
TUI group is the largest leisure company in the world, this company has been formed
in the year 1923, with its headquarter in Germany. In this section we have defined the mission
vision and objectives that TUI is planning to achieve, the different factors which influences the
company's operations. (Babin and Zikmund, 2015)
Mission- the mission of TUI is to provide the best services they can to their customers and
become the market leader in the tourism industry.
Vision- TUI aims to reduce their cost of operation so that they can maximize their profit
margins becoming the best player in the whole market.
SWOT Analysis of TUI
Strengths
 Automation technology is main strength of TUI group. By using these technology they

will be able to treat their consumer effectively.
 The dealer community hold by TUI is too good for their supply chain which is
effective to deliver better services to consumer. It is also important to provide
satisfaction to consumers.
 Brand portfolio of TUI is robust and their brand value is high in the international
market.
 Go to market strategy is TUI is highly successful.
 The track record of TUI is positive in back years.
Weaknesses
 The investment made by TUI in research and development is low than average which
is not good for their future performance.
 There are some gaps in product and services provided by company in the target market.
 The demand forecasting based planning is not effective for TUI.
 TUI is spending too much on training and development of employees that is not good
for their business operations, it can cause financial damage to them.
Opportunities
 TUI can use new technology provider in order to provide better services to consumers.
 By making effective changes in marketing plan can help them to get better response
from the consumer base.
 New Environmental policies can help organization in productive way.
 There are still some market place ae their which can be targeted by TUI for business
expansion.
 By improving reward policy for employees, organization can improve their
performance in the business operations.
Threats
 Other business organizations are main threat for TUI.
 The services are provided organization are less innovative and creative to attract more
consumers.
 Economic crisis in UK due to Brexit is not good for TUI and its business.
Objectives
 To analyse the market trend and provide a unique deal to their customer to which they

cannot refuse, so that they can increase their market share and become more and more
competitive in the market.
 To diversify in more and more hospitality sector so that they become the global leader
and they can create monopoly in the market.
Target Market
The target market that is considered by the TUI is the upper and lower middle class
people who lives in UK. TUI can target the people of age group of 18-65 year as consumer
base.
Marketing strategy
TUI can use different type of marketing strategy to attract selected target consumer by
using digital technology and social media market that is cost and time effective(Kashmiri,
Nicol and Hsu, 2016). This technical promotion strategy can help them to each to larger
consumer base with in short time. TUI also can use market research to make better and
effective plan which will reduce the complexity of marketing process. TUI also can focus on
elements of marketing mix to generate higher value form their business.
Marketing Budget
Budget Actual Difference
Market research 40000 36900 +3100
TV advertisements 50000 49000 +1000
Social Media Marketing 5000 11000 -6000
Recruitment 10000 12000 -2000
Technology 6000 4000 +2000
Resources 4000 6000 -2000
Total 90000 118900 -28900
Risk of Marketing Plan
There are different types of risks in marketing plan for TUI in UK market. The main
risk of marketing plan are associated to the failure of organization in the market place
(Rowley, 2017). Financial and operational failure can affect the performance of business
organization in the target market. Over budgeting can reduce overall profit of organization.

CONCLUSION
From the above study it has been concluded that marketing plays an essential role to bring
competitive advantage for the firm. Marketing plays a key role in modern organization and helps
in promotional activities. This report has been divided into 4 parts which include initially the
roles and responsibilities of the marketing function followed by these roles and responsibilities
being implemented into TUI, then there is a discussion about the 7 P's of TUI and this has been
compared with Travel Lodge and at the end the company's marketing plan has been discussed.
Comprehensively it shows that the company is performing well and they have well prospective
in the future to grow. The company must maintain their performance in order to remain
competitive in the market and increase their market share.

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