Marketing Report: Travel and Tourism Sector Analysis for Thomas Cook

This report provides a comprehensive analysis of marketing principles within the travel and tourism sector, with a specific focus on the Thomas Cook Group. It explores the core concepts of marketing, including consumer needs and wants, product development, value satisfaction, and market dynamics. The report delves into the impact of the marketing environment, encompassing political, social, economic, technological, and legal factors, on individual businesses and tourist destinations. It examines factors influencing consumer motivation and demand, such as age, gender, family life cycle, and social influences. Furthermore, the report analyzes market segmentation principles, including behavioral, demographic, geographic, and psychographic segmentation, and their application in marketing planning. It also highlights the importance of strategic marketing planning, marketing research, and the role of marketing on society. Finally, the report discusses the promotional mix and the development of an integrated promotional campaign for Thomas Cook.

Marketing in Travel and
Tourism

Table of Contents
INRODUCTION..............................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The core concept of marketing for the travel and tourism sector.....................................3
1.2 Impact of the marketing environment on individual travel and tourism businesses and
tourist destinations..................................................................................................................4
1.3 The factors affecting the consumer motivation and demand in the travel and tourism sector
................................................................................................................................................5
1.4 The principles of market segmentation and its uses in marketing planing at Thomas Cook
Group......................................................................................................................................7
TASK 2............................................................................................................................................8
2.1 The importance of strategic marketing planning for Thomas Cook ...............................8
2.2 The relevance of marketing research and market information to the managers in Thomas
Cook Group............................................................................................................................9
2.3 The influence of marketing on society.............................................................................9
TASK 3..........................................................................................................................................10
Covered in Presentation........................................................................................................10
TASK 4..........................................................................................................................................14
4.1 The nature and role of Promotional Mix........................................................................14
4.2 Integrated promotional campaign for Thomas Cook......................................................15
CONCLUSION..............................................................................................................................16
REFERENCE.................................................................................................................................17
Books and Journals...............................................................................................................17
Online...................................................................................................................................18

INRODUCTION
Travel and Tourism management is in the international prospective with related to
planning and management of travel and tourism sector. Tourism is one of the fastest growing
international sector which is increasing day by day (Qu and Lee, 2011). Travel and tourism
sector prepares graduates for the career in travel and tourism sector as agent in travel sector,
lodging manager, convention and event planners etc. There are many colleges and universities
which are dealing in degree courses related to travel and tourism sector. Travel and tourism
means to provide services to the customer who are coming to travel your city and it is important
at the point of government of the region or state because this sector highly devotes to generate
revenue for the government and government of a country highly promote this sector because this
sector also give recognition to the country among the other country. There are many growth
opportunities are also available in travel and tourism sector.
TASK 1
1.1 The core concept of marketing for the travel and tourism sector
Thomas Cook Group is the organisation that is dealing in travel and tourism sector. This
organisation is creating the different culture package for the visitor who visit for the six days to
the summer 2018 holidays to two different places including Morocco and Egypt (Vanhove,
2011).
It is important to understand the recent trend and their impact over the tourism sector so
the future of the organisation's business can grow over the time and the negative impact must be
annulled so the business of the organisation is not affected over the time. It is important for the
organisation to adopt the effective strategic management to determine the long term goal. It must
be done as per the need for the allocation of resources to implement the goal.
For the marketing of the new culture package, The Thomas Cook Group must grape the
opportunity out of the mass migration so that it will contribute to lead the policy of tourism. The
package price for the services must be lower so that it creates increase in the level of the interest
among the tourist. This 6 days package is for the tourist who visit to the two destination.
The core concept of marketing in travel and tourism sector includes five components as:
1. Need and wants

It is important for the industry to focus on the needs and wants of the tourist so that they can
attract toward the organisation. When the organisation covers the needs and wants of their
customer then the customer attracts toward the organisation and it helps to improve the growth
of the organisation over the time.
2. Product
The organisation must provide the product as per the wants of the customer so that they can
achieve the goal of their business. The product that is provided to the traveller must be
satisfactory so that they can attract toward the organisation and suggest to others to move toward
the organisation (Qu and Lee, 2011).
3. Value satisfaction and quality
The product and the services that are provided by the organisation must be satisfactory which
can fulfil the wants of their customer because customers are the important part of the business.
The product that is provided by the company must be qualitative which can fulfil the demand of
the customer.
4. Exchange, transactions and relationship
The transaction that happened with the customer by the organisation must be simple and
understandable which can fulfil the satisfaction level of the customer and have good relationship
with the customer.
5. Market
Market must be healthy which has ability to fulfil the needs of their customer. The prices of the
product must be as per the power to pay of the customer.
1.2 Impact of the marketing environment on individual travel and tourism businesses and tourist
destinations
Marketing environment not only consider business element but also consider external
elements, which whether directly or indirectly affect the activity of the market and business. The
Thomas Cook Group has spread their existence in form of offering their services at important
destination across the globe (Uriely, 2010). This company is providing their services to travel to
the Morocco and Egypt destination at the nominal price but still this organisation is influenced
by the external factors of tourism industry. These external environmental factors are political,
social, environmental, economical, technological and legal factors. Without the segmentation of

the market, an organisation is unable to prepare any effective plan regarding behaviour,
psychographic, geographic and demographic of the customer. There are many issues that
influence the environment of travel and tourism sector. The most important factor that arise to
understand the origin of a country and patters of travel.
When organisation provides their services in travel and tourism sector then it is
important to consider the culture of the tourist so that the product as the demand of the customer
can be provided. The place where are from the tourist is required to consider to provide better
services to the customer and when the organisation considers the patter of travel of the tourist
then it can provide satisfactory services to the tourist other wise the customer will not get
satisfied with the services of the organisation (Peeters and Dubois, 2010).
Marketing environment has large impact over the individual travel and tourism
businesses and the tourist destinations because when the organisation considers the marketing
environment then they can provide better services to the customer. If the services in the tourist
destination is not good then the tourist do not have the desire to travel to the destination and it
affects the business of the travel and tourism sector. So it important to consider the tourist will
and needs so that they can provide better services to the tourist and attract the tourist in large.
When any of the organisation starts their services then it is required to consider the market trends
and policy so that their product and services can be as per the standard of the market. It is also
required to beat the competitor in the market so that customers are get more attracted toward the
organisation.
1.3 The factors affecting the consumer motivation and demand in the travel and tourism sector
There are many factors that have influence over the business of travel and tourism sector. It is
important for the organisation to covers such factors while making their plans and policies
(Sigala, 2011).
There are two factors describe that affect the motivation and the demand of the consumer as-
1. Personnel and family influences
 Age-
The age factor most importantly affects the choice and demands of the tourism. Tourist are
segmented according to the age. It is important to cover the age factor while preparing the
product in the organisation so the demand of the customer can be fulfilled. People who are of the

same age may like the same activities and holidays. So it is required to have the quality product
so that the wants and needs can be fulfilled.
 Gender-
It is considered that the services and the product must be provided as per the needs in particular
gender. Women consider Voluntary work, escape from caring, brave lone travel, passive
activities and men consider more lone travel, adventurous, common active activities, adventures
holidays (Neuhofer, Buhalis and Ladkin, 2014).
 Disability-
It is required to consider that the services are available as per the needs of the people who are
physically handicapped or disabled. It is required to have accessibility as stairs, paths, hills,
transport and safety measures. People who is unable to go by stairs then there must be facility of
life or any slope so that they can move.
 Family life cycle-
It is the stage where family can affect the affect the holiday choice, it may be due to age of the
people, the activity that family enjoy. So the tourist motivation and demands are more affected
by the family life cycle.
2. Social and situational influences
 Nationality and national identity-
It considers the barriers that affect the travel and tourism sector. Language is the factor that may
affects the business because people are from different culture and have different language and it
affects the travel and tourism business. Legal requirement like visa is another problem that is
faced.
 Tourism and work-
It considers time working which means less time for travelling. It affects this sector most because
people have less time ton travel so that do not travel to the different destination. Another factor is
escapism which means nature of work like holidays to escape from their normal lives (Murdy
and Pike, 2012).
 Social class and income-
The income and the social standard of the people affects this sector in large because people likes
to travel to a destination as their pocket allows. If the income is less then people like to travel

within their country and if the pocket allows then people move out of the country to explore
some tourist destination.
1.4 The principles of market segmentation and its uses in marketing planing at Thomas Cook
Group
Market Segmentation is the process of dividing large consumer and the broad market into
the sub group of consumer and market. While dividing the market in segment, researcher need to
focus on common need, common interest, similar lifestyle. The man object of the segmentation
is to identify those segments which have high yield that means those segments that is more
profitable and growth potential (Yoo and Gretzel, 2011).
Following are the principles of market segmentation:
1. Behavioural segmentation
It divides the customer into the groups according to the behaviour toward the product. Benefit
segmentation is also the part of this, in this it is included the benefits that buyer wants from the
product. The behaviour of the buyer is required to consider because through this the needs and
response of the buyer can be judge.
2. Demographic segmentation
It includes the age, gender, ethics background, income, socio-economic factors and it consider
who the people of different factors response to the product that is produced by the organisation.
People who are of different age and gender have different taste so it is important to produce as
per their needs.
3. Geographic segmentation
It considers the location of the buyer and how can the business reach to the buyer. It also
includes what product they buy on their location. It considers the region (country, state,
neighbourhood), size of the region, population, climate etc.
4. Psychographic segmentation
It consider the factors of the life like how the customer live in their lives, lifestyle of the
consumer so that the organisation can segment the market and customer as per their lifestyle.
The uses of market segmentation in marketing planning as-
 Market segmentation provides more precise market definition.
 It helps in better analysis of competition.
 It rapidly response to changing market need.

 It helps to make effective strategic planning.
 Better fulfilment of consumer need.
 Enhance the profit of the organisation.
 Retain the customer to the organisation for very long run.
 It has more accurate communication targeting (Vanhove, 2011).
TASK 2
2.1 The importance of strategic marketing planning for Thomas Cook
Strategic marketing planning helps the organisation to identify the key area where the
organisation need to focus so that the organisation can make plan according to the needs and
demands of the market, this helps the organisation to survive in the market for the long run.
Following are the key importance of strategic planning-
1. To identify the ideal customer
Strategic marketing planning helps the organisation to identify the ideal customer who can
provide support to the organisation and to whom the organisation can provide their services. It is
important to identify before to decide on what tactics to employ.
2. To identify what you want to achieve from market efforts
Setting up the goal and objective is important part of making marketing accountable and it
enables to report on return on investment.
3. To articulate what sets the organisation apart from the competitors
It helps to identify the competitive policy so that business can make their plan and procedure
accordingly. It is important to formulate the plan which can make the sustainable growth to the
business and beat the competition.
4. To understand market place
Strategic market planning helps to access competitive environment, consumer trends, demands
(Murdy and Pike, 2012). It also helps to re access the plan as per the changing conditions of the
market.
5. To measure return on investment
Strategic market planning helps to judge how the actions are take to accountable the needs and
also helps to measure the return on investment that is made by the owner in the business.
6. To remind to stay in business

Strategic market planning helps to achieve the efficiency and positive outcomes for the business
because business is held for a reason and it help to the growth of the business.
2.2 The relevance of marketing research and market information to the managers in Thomas
Cook Group
Marketing research in tour and travel sector is very important to gather the information of
the market and the advanced market trend so that the services can be provided as per the
requirements. It helps to discover the potential customer and their needs. It helps to set
achievable for the growth of the business, sales, product developments. It helps to make well
informed market decisions and develop the strategy accordingly (Sigala, 2011).
Marketing research is important for every business as it provides market data and
standard that a business need to focus. There are many techniques that can be used by the
business to research market. It is important to derive the information regarding the needs and
wants of the customer so that organisation can design their product according to the needs and
demand of the customer. It also help to identify the competitor policy and the product and
service that is provided by the competitor and those factor that may influence the business so that
adequate arrangement can be made by the business to eliminate the such risk factor. It also helps
to provide standard output which can meet the standards of the market and help to make
adequate supply as per the demand of the market. Marketing research helps the business to know
the requirements of the market that the business need to focus and to provide the satisfaction to
the market needs.
Marketing helps the organisation to provide satisfaction to their customer. By the marketing, one
can judge the popular destination and the requirement of the destination like what kind of
product is best suitable for it. It helps to provide satisfactory product that can help to attract the
tourist toward the destination (Moutinho, 2011).
2.3 The influence of marketing on society
Marketing have large impact over the society it provides information regarding the product and
services of the organisation to the consumer.
Following are the influences that marketing has on society:
1. Increase public awareness
Marketing provides information regarding the services of the company. Which provide
information to the society and aware the public at a large scale about the company's product and

service and create awareness among the society. Awareness can be made through
communication, advertisement of the product and services, public service announcement etc
(Hanna, 2012).
2. Consumer protection
Marketing provides the information about the company to the society. Now, the company has
social responsibility also that is required to perform so the consumers are protected. Consumer
protection is due to the growth of consumerism and government regulations.
Societal marketing- Societal marketing that covers the concept that the company must make
marketing decision. Such decision must consider the customer wants, the requirements of the
company, the long term interest of the society. It is a approach that is used to derive the data
regarding the needs and wants of the consumer. It covers:
 Corporate social responsibility-
To pay attention to the society needs.
Adequate protection to the environment from the hazardous things.
Protection to the consumer and improve the quality of life of workforce.
Contribution to the economic developments.
 Consumerism-
It covers consumer education, information lobbying, product boycotts (organised effort to refuse
to accept the product)
 Social action that is taken by the organisation.
 Ethics (Principals) and standards that is required to follow by the company to provide
standard product to the customer (Hall, Timothy and Duval, 2012).
TASK 3
Covered in Presentation