Promotional Mix in Travel and Tourism: A Marketing Report for BTEC HND

This report delves into the promotional mix within the travel and tourism sector, offering an analysis of various marketing techniques employed to enhance brand awareness and achieve business objectives. It examines key elements of the promotional mix, including advertising, sales promotion, public relations, and direct selling, illustrating how each component contributes to attracting and retaining customers. The report uses the example of Thomas Cook to demonstrate the practical application of these strategies, emphasizing the importance of integrated promotional campaigns and the use of technology to engage customers. It also highlights the significance of customer feedback and maintaining strong customer relations. The conclusion stresses the need for organizations to adopt appropriate promotional techniques to effectively market their products and services within the travel and tourism industry.

Marketing in Travel and tourism
Promotional mix in travel and tourism
Introduction
Promotional mix of marketing elements is an
effective technique in order to create the
awareness about any tour products and
services. Through this they can achieve their
business goals with in time period. This
technique is used to increase the customers
from different places.
Promotional mix techniques
There are different techniques which are included in this such
as advertising, sales promotion, direct selling and personal
relation.
Advertising – It is widely used by organisation to
promote their goods and services. the manager of Thomas
Cook can advertise about their products and services with the
help of newspaper, social, online and many more. This is
considered as one-way communication process with
customers.
Sales promotion – This technique may also use by
organisation to attract new customers. The manager can
increase their sales with the help of providing discount offers
on sales, vouchers, gifts to customers.
Public relation – To maintain public relation is
considered as significant through which it creates reputation
of firm in front of their competitors. In this, Thomas Cook
can collect information in the form of feedbacks in order to
resolve their disputes.
Direct selling – With the help of this selling Thomas
cook can reach out with mass of people. In this, managers
can use mails or emails to specific person. This tactic will
help to organisation in promoting various discount offers to
customers.
Following are significant of integrated promotional technique
which help to organisation in accomplish with their goals and
objectives:
 Helps in maintaining sturdy relation with customers.
 They can monitor all strategy which are adopted by
organisation in order to check that whether
employees are doing better work or not.
Justifying an integrated promotional campaign
Thomas Cook have to plan and design their trips in
appropriate manner. It is their responsibility to use advance
technology in order to promote their brand name. The plan for
promotional campaign should include following things in order to
attract large number of customers.
Advertising - These includes all techniques which can be
adopted by organisation. The planning regarding summer holidays
should include proper facilities in which they can serve quality of
services to customers. The plan of budget should be made
appropriately. They can also use social media sites to increase the
awareness about their services because there are many users who are
active on these sites.
Public relation – In context of public relation activities, it is
responsibility of manager to take feedback from them so that they can also
came to know about that who are happy with their services. Agency of this
company have to treat properly with their customers in order to deliver
proper information to them.
Sales promotion – It is another technique which is used by
Thomas Cook. In this, they are discount to their new and existing
customers. Through this sales of goods and services will increase and help
to organisation in generating their profits.
Personal selling – In this method, manager have to decide that to
whom they have to mail about their services. The function of person selling
are; they build strong relation with customers, consumers are giving
immediate response to organisation. Through this, they can retain in market
for a longer period of time.
Conclusion
It has been concluded that organization have to
adopt appropriate promotional techniques in
which they can attract large of customers. There
are many methods which can be used by them
which will also support them to increase the
awareness about products and services which are
offered by Thomas Cook.