Marketing Campaign Strategies for Tourism Business: M&W Analysis

This report provides a comprehensive analysis of marketing campaign strategies within the tourism industry, using Mark and Warner Limited (M&W) as a case study. It begins with an introduction to the tourism sector's global significance and its role in economic development. The main body of the report focuses on M&W, a UK-based tour operator, examining its potential markets, particularly in Africa and South Asia. It explores the impact of environmental factors, such as political and technological advancements, on marketing campaigns. The report outlines campaign objectives, including attracting tourists and increasing revenue, as well as strategies based on the marketing-mix model, including product diversification, pricing, promotion, and place. It emphasizes the importance of adapting to changing consumer expectations and leveraging digital platforms. The report concludes by summarizing the key findings and recommendations for effective tourism marketing campaigns.

Tourism Marketing
Campaign

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Proposed Potential Markets for M&W........................................................................................2
Impact of Environmental factors on the Campaign.....................................................................2
Objectives of Campaign...............................................................................................................3
Strategy for Market Campaign.....................................................................................................4
Measuring success levels.............................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Books and Journals......................................................................................................................8

INTRODUCTION
Tourism Industry is a widely popular industry all over the world, not just in the modern
world but since centuries back. Many countries in the world have this industry as a major part of
their economy, and others are also very zealously encouraging this industry through multiple
ways. Tourism sector is seen offering new dimensions to the global order. It provides one
country to showcase its country's natural aesthetics, cultural diversity, historical places, food
culture etc. to the people of other country (Chaffey and et.al., 2017). At the same time, it is
helpful in new developments in the country itself, like increasing levels of employment and
income, strengthening transport network, integrating it with other countries in the globe,
exchanging of culture and food habits, clothing and artefacts products etc. In the light of these
benefits, and zeal to avail these benefits, tourism sector have become very dynamic and a well
established business in the world, with emergence of multinational companies and adoption of
dynamic marketing strategies to encourage tourism, attract numerous and variety of customers,
cater profits and achieve global competence.
In this report, it is has been discussed that what marketing campaign strategies in tourism
can be adopted in a tourism business, to fulfil its objectives. Also, some the challenges and
opportunities are mentioned posed as per modern scenario.
MAIN BODY
For the purpose of this report, a popular tourism player, Mark and Warner Limited
(M&W) of United Kingdom is taken as an example. The organisation is suitable for this report
when considered about its fast growing business, offered tourist destinations (mainly in Europe),
facilities and chalets, and popularity among tourists. Established since 1974, M&W is and
independent British tour operator. The organisation is originally specialised in chalets for
Singles' and Couples' for just one tourist destination, Switzerland. But, now it has diversified
itself in chalets for families and beach destinations as well as resort holidays. Also, the demands
of children through its childcare welfare program is well acknowledged, although certain
destinations are reserved for adults only (Dangelico and et.al., 2017). The popular tourist
destinations of M&W in Summer includes Greece, Sardinia and Turkey, whereas in the Winter
months French Alps, Switzerland, Austria and Italy are very popular in customers. Winter season
tourism is more profitable for the company, therefore it includes more than 11 chalets at various
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destinations. M&W is three time winner in British Travel awards under medium size category
for Family Tour operator, Activity and Adventure Tour operator & All Inclusive operator. Also,
Telegraph Travel awards considered M&W as best ski operator.
Proposed Potential Markets for M&W
At present, M&W have its major tourism destinations in the Europe, like France, Italy,
Austria, Switzerland etc. The aesthetics of Nature, Culture and old heritages in Europe are
attractive for all the tourists around the world. But, the important limitation for the tourist to
reach these destinations are attributed to expanses and knowledge constraints. Therefore, despite
of huge potentials, most of the tourists that visits belong Europe or EURASIA only. This marks a
good opportunity for M&W to diverge its marketing strategies and reach to tourist beyond these
markets (Ducange and et.al., 2018). The potential markets in this list can include markets of
African and South Asian nations. South Asian countries have very limited destinations available,
like Thailand, Hong Kong and Singapore. Other places are unpopular either due to
underdevelopment of industry or geographical constraints. The pockets of Tourist in this region
is significantly big and therefore, a proper marketing campaign to aware and attract tourists here
can be helpful.
Coming, to African countries, most of the area in Africa is deserted and arid in nature.
Although Hotel industry in Africa have large scale, but tourism is limited. Therefore, Natural
Mountainous destinations, Beaches and Islands and Temperate climate can attract a large number
of customers.
Impact of Environmental factors on the Campaign
As it is well known, that no business in the world is spared from the impact of factors in
the business environment, whether internal factors or external. Any change bought by them can
occur as challenge or opportunity for the marketing campaign and its success for M&W. Two
most obvious factors, that can be impactful at present time are discussed in the report.
Political factors
After the world encountered the pandemic of this large scale, many countries are
concerned about sharing cross-borders relations, be it in terms of trade or people. And,
resultantly they are keen on closing their boundaries. This has mainly put Hotel and tourism
industry in stagnation (Font, X. and McCabe, S., 2017). Any trade or industry are being majorly
promoted within the geographical boundaries of country in order to reduce spread of virus and
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achieve domestic growth. Tourism also within the boundaries are encouraged. This have come as
a major challenge in the industry and any rigorous marketing strategies adopted this time can be
an effort delivering no result (Heinze and et.al., 2020).
Technological factors
Technological advancements are boon for almost every business in the world. The
opportunities bought by technology in marketing in terms of outreach to the customers, new
platforms and new methods of presentations have been very helpful in growth of businesses.
Marketing campaign in tourism sector can better be made effective by using technological
opportunities. Digital platforms like, advertisement over different websites, reaching to the
customers with the help of official website of company, improving their knowledge by this in
more simple and quicker way, improved digital payment mechanism etc. Using social media
platforms like Twitter, YouTube and Instagram can be helpful in both ways, one for reaching out
to the customers and second using them as part of marketing campaigns (with the use of
Hashtags, virtual contents etc.).
Objectives of Campaign
Campaigning is inevitable of marketing strategies of a business. It is helpful in fulfilling
various objectives. The two main objectives of campaigning are discussed as follows:
Attracting more tourists and Increase in revenue
The marketing campaigning will help M&W in reaching out to more markets and making
people aware about their offered services, destinations, childcare facilities, chalets, discounts and
other benefits, adventure and activities etc. This campaigning can be made more efficient using
digital and Social media platforms (Hunt, S. D., 2018). Effective marketing will lay a strong
impression over the minds of potential tourists and sooner or later it will attract them. All this
will ultimately result in increased revenue of the company. This revenue can further be used in
new developments, offering new services, diversification of destinations etc. And, the new
developments will again attract more customers supported by effective marketing campaigning.
New dimensions to Businesses
With the help of effective marketing campaigning, business can help of achieving new
dimensions and more competence. When new range of customers will be targeted the business
will also get acquainted with their demands, perception and expectations. Through this,
organisation can make such improvements that will surely pay them off. New tourists will bring
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new culture, artefacts and exchange their food habits and languages in the country they visit.
Thus new developments will come not just in the industry but the society as a whole. Also, in the
targeted markets new opportunities of business collaborations will also take place (John, S. P.,
2017). M&W can collaborate with businesses in new targeted markets that are engaged in
transport, hotels and restaurants, online ticket booking sites, adventure and activities etc.
Strategy for Market Campaign
The proper Market campaign strategy can be understood in a more comprehensive
manner using Marketing-mix model, under which different important aspects of marketing will
be studied separately.
Product
In the industry of tourism, the main products are Tourist destinations, Chalets and Hotels,
Transport facility etc. But these are traditional. With the changing times, there is a need to
diversify the products that can be offered by a business, which at the same time fulfils
expectations of customers. Like, in the modern world, where people are seen obsessed with their
pets. A different set of offers for Pet tourism can be really helpful. And, further this can be sub-
divided for different categories of pets. It can be accompanied by collaboration with
departmental stores at tourist areas to keep pet food separately, or under company's name,
discounted fare charges, free medication of pets (also generate a sense of social responsibility)
etc. The pet tourism can than be integrated with family tourism. Supported by effective
campaigning, through several available platforms, will make company popular among the
people, pet lovers and organisations working for animal rights (Keegan and et.al., 2017).
Price
Price is a little sensitive subject of marketing especially in the tourism industry. For many
people, touring and adventuring is luxurious, so they spend on this luxury less than their pocket
allows them. But, with the help of efficient price marketing, they can be motivated and overcome
this problem. This can be done in a variety of methods. In the new times, many companies have
provided digital payment platforms. M&W can collaborate with these businesses in sharing
responsibility. Like, if customers make all payments using a particular payment application they
may get extension in tourism period, offers like cashback, shopping vouchers etc. can further
prove helpful. Similar techniques of discounts and gift cards can also be used in collaborations
with Online Hotel booking sites (such OYO and Fabhotels) in a particular market or destination,
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with Transport service providers (such as Ola and Uber) for short and long route travels. This
will help luring customers and also give them relief because for the services that they were
paying extra is sorted by Shopping vouchers and gift cards.
Promotion
The cost of Promotion can be substantial to the company. Therefore, it is important that
whatever methodology a company choose should derive maximum return at a cost. Through
promotions, a company make consumers aware about their services, products, benefits and
facilities. It is a process of not only attracting them but also improving their knowledge. With the
help of digitisation dynamics of promotions have changed can consumers can generate
awareness at one click or one tap (Kubacki, K. and Szablewska, N., 2019). Virtual contents and
videos are too helpful in furthering information to customers. It has necessitated businesses to
seek competence in promotions as well. Any business or company that is not visible to the
audience will loose its market. A new set of promotions with the changing expectations of
customers comes, where companies are noticed fulfilling social responsibilities more and more
on socially sensitive topics of climate, animal rights, gender rights etc. Therefore, a balance is
needed for M&W to operate in promotions. In a manner where it can connect to maximum
audience as possible. Also, a need to establish a direct contact is inevitable, where company can
help resolving issues of their existing as well as potential customers, to adhere with their
expectations and demands and improve its public relations. This can not be done besides going
more digitised.
Place
Place in the marketing refers to the place of targeted market of the business. Likewise
discussed earlier in the report, South Asian markets and African markets have a huge potential
for M&W for growth. Since the business of M&W is the one established in the UK, the outreach
to the customers there can be made using digital modes. These digital modes are well known to
everyone, Websites and Social media platforms. But still a sense of connectivity that needs to be
established with the customers can be done other way round. There is a need for M&W to
identify the perception and expectations of consumers in that market (Safaeva, S., 2020). For
example, in the African countries, the black population is in majority, if M&W make
advertisements in that market as well as in international market, with the help of black public
figures, than this will connect with African countries more. Similarly, their cuisine and culture
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will be seen promoted that will be further helpful. Similarly, in the South Asian countries the
issues of Climate change, Gender rights and democratic rights are sensitive. Then M&W can use
its social media platforms and their official pages on that to get connected with these users.
Displaying the ideologies in support of their rights, display of news and affairs, campaigning
through trends and hashtags are effective in this way.
It should be better kept in mind while deciding any promotion strategy that this should
not come as a financial burden on the company. The cost of promotions are substantial especially
at digital platform, therefore before reaching at a strategy Break even analysis shall be made. It is
recommended to make borrowings to fulfil gaps, but the charges of interest should not affect
operating cost of business, payments of interests and dividends and other important expenditure
like salaries. Under this scenario, strategies of business collaborations and sharing of
responsibilities are more helpful.
Measuring success levels
The success levels of any Marketing campaign are not only derived by the number of
customers it attracted or how much revenue it helped increasing, but with the measurement of
efficiency level it bought to the business. If the campaigning had come at an exorbitant cost to
the organisation, disturbed its debt to equity ratio and snatched the profitability up to 4 or 5 years
than campaigning can't be said successful (Tripathi, D. R., 2017). In order to seek one market, if
the organisation loses other, than campaigning is unsuccessful. Similarly, success levels are also
measured with expansions of new dimensions to the business. Building long term relations with
other businesses, establishments of direct relations with customers and risen popularity levels are
some other sets of measurements to measure success of a Marketing campaign.
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CONCLUSION
Therefore, it can be concluded from the report that, the need for Marketing is imperative
for any business. And, its necessity gets increased when it comes to Tourism industry. This is so
because the Pandemic hit, lockdowns imposed in the countries and hampered exchange of tourist
and visitors have hurdled the growth of business players in the industry, it even bought few of
them to closure as well. Thus, in order to revive businesses and achieve an unhampered growth
in future, effective marketing campaigns are necessitated by reaching customers to every
possible corner in the world. These strategies, that are costly in nature, shall better be balanced
with other business activities. This will help business saved against long term losses for short
term profits.
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REFERENCES
Books and Journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dangelico, R. M. and Vocalelli, D., 2017. “Green Marketing”: an analysis of definitions, strategy
steps, and tools through a systematic review of the literature. Journal of Cleaner Production,
165. pp.1263-1279.
Ducange, P., Pecori, R. and Mezzina, P., 2018. A glimpse on big data analytics in the framework
of marketing strategies. Soft Computing, 22(1). pp.325-342.
Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: Its contexts, paradoxes,
approaches, challenges and potential. Journal of Sustainable Tourism, 25(7). pp.869-883.
Heinze and et.al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Hunt, S. D., 2018. Advancing marketing strategy in the marketing discipline and beyond: from
promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management, 34(1-2). pp.16-51.
John, S. P., 2017. An analysis of the social media practices for sustainable medical tourism
destination marketing. International Journal of Tourism Policy, 7(3). pp.222-249.
Keegan, B. J., Rowley, J. and Tonge, J., 2017. Marketing agency–client relationships: towards a
research agenda. European Journal of Marketing.
Kubacki, K. and Szablewska, N., 2019. Social marketing targeting Indigenous peoples: a
systematic review. Health Promotion International, 34(1). pp.133-143.
Safaeva, S., 2020. Organizational and Economic Aspects of the Development of the International
Tourism and Hospitality Industry. Архив научных исследований, (14).
Tripathi, D. R., 2017. Role of Social Media Marketing in the Tourism Industry. Tourism
Marketing: A Strategic Approach. p.13.
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