Analysing Marketing Strategies in Travel and Tourism for TUI Company

This report analyzes marketing strategies within the travel and tourism sector, specifically focusing on TUI company's approach to understanding consumer needs, adapting to the marketing environment, and employing effective market segmentation. It delves into core marketing concepts such as customer satisfaction, the impact of micro and macro environments, and factors influencing consumer motivation and demand. The report also assesses the importance of strategic marketing planning, including SWOT analysis and product life cycle concepts, and discusses the relevance of marketing research to managers. Furthermore, it examines the influence of marketing on society and addresses key issues within the marketing mix, highlighting the integrated nature of promotional strategies and providing insights into planning effective promotional campaigns. This document is available on Desklib, a platform offering a range of study tools and resources for students.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
1.1 Discuss the core concepts of marketing for the travel and tourism sector............................3
1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses and tourist destinations..............................................................................................4
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector...........................................................................................................................................4
1.4 Analyse the principles of market segmentation and its uses in marketing planning............5
LO 2.................................................................................................................................................6
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination.....................................................................................................6
2.2 Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector.............................................................................................................6
2.3 Assess the influence of marketing on society.......................................................................7
LO 3.................................................................................................................................................7
3.1 discuss issues in the product, price and place elements of the marketing mix....................7
3.2 Assess the importance of service sector mix elements to the travel and tourism sector.......8
3.3 Apply the concept of the total tourism product to an individual tourism business or tourist
destination...................................................................................................................................9
LO 4...............................................................................................................................................10
4.1 Assess the integrated nature and role of the promotional mix............................................10
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination ................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing in travel and tourism is essential for success of business which is related to the
TUI company. This company create the many promotion of the services. They want to provide
better services to their customers so that they can fulfil their needs and wants. Company can also
make some strategies for this purpose and can also provide effective offers to their customers. By
marketing organisation can also determine the needs of customers. An effective research can also
help an organisation to take the advantage from their competitors. Marketing can be done with
the help of various methods like qualitative or quantitative research. The purpose of this report is
to identify the motivational factors that can affect the organisation (Buhalis and Foerste, 2015).
There are various importance for the marketing planning in the TUI company and also it can
influence the society. There are also some principles which is related to segmentation and very
important for the marketing planning. A proper strategic planning in also very helpful in the
marketing of travel and tourism.
LO 1
1.1 Discuss the core concepts of marketing for the travel and tourism sector
Marketing is done by travel and tourism to identify the needs and wants of the customers
so that Thomas cook can fulfil it. It also help in their decision making and organisation can also
make strategies for this purpose. There are some needs and demands of the customers related to
travel and tourism which are described as below:
Marketing concept: This concept focus on the customer needs and wants of the target market and
customers. The TUI company in travel and tourism delivering the value of the target customers.
This concept define the pull and push strategies to attracting the visitor in the visiting place. The
travel and tourism sector provide the many facility to attracting the visitor.
Customer needs, wants, and demand: The core concept of the marketing evaluating the customer
needs, wants and demand. The TUI company provide customer needs in the tourism factor. This
need related to the many events, season and rate of the currency. The visitor developing their
needs. Demand is create the product supply in the tourism factor. Customer wants attractive the
healthy environment in the hotels, visiting places and transportation facilities.
Customer satisfaction: This is define the safety needs of the visitor. Friendly nature create the
employees and customer behaviour related to the environment. Friendly nature is very important

to develop the trust on customer. The self fulfilment through the travel and tourism in TUI
company give the satisfaction to the visitor regarding to the many services and facilities.
1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
and tourist destinations
The marketing environment on the individual travel and tourism create the two
environment in the TUI company.
Micro environment: This environment create the tourism organisation, suppliers, intermediaries,
customers and competitors. The micro environment consists the environment structure and create
the many services. The individual tourism effecting the environment because this environment
related to the external environment. Individual travel create the cost, structure and facility of the
tourism services. Tourism business impact though the structure of the visiting place , hotel
facility, satisfaction of the needs and wants etc. This is also effecting on the tourism and travel
because the TUI company provide the many services including the events, destination. Tourism
company evaluating the market events and visitor services.
macro environment: the macro environment determine the many factor including the
demography, economic, society, technology and political. The travel and tourism sector
effecting the currency rate of the visiting place. This is fluctuation the demand and supply of the
uncertainty natural environment.
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector
Every visitor or tourist behaviour is different from each other similarly their needs and
wants also different. There are various factors which can affect motivation and demand of the
consumer in travel and tourism which are mentioned as below:
Psychological factors: Every people have their own attitude and perceptions regarding
the destination (Huang and et. al., 2013). Some people only want to visit those places which are
related to their culture only. So the main purpose of Thomas cook is to satisfy the demands of
their customers which are related to their psychology.
Social factors: Social factors of the customers also affect their decision making. They
also want to fulfil their social factors and they also collect the necessary information from their
culture.

Visitors or consumers decision making: Decision making of the consumers or visitors
also affects the motivation of Thomas cook. Decisions are taken regarding the places which
visitors can see in Morocco and Egypt. It is also necessary that gather the necessary information
related to the places where visitors want to visit. Customers or visitors make their package with
the help of those information and which is also cover in their budget. When they buy their
package from Thomas cook then they see the effectiveness of this.
There are also various types of behaviour which can affect the demand in travel and
tourism which are described as below:
 When visitors have proper knowledge regarding market then they can switch their
brand easily (Xiang, Magnini and Fesenmaier, 2015).
 Those customers or visitors who are habitual to only one brand i.e. Thomas cook
then they buy package from them only.
1.4 Analyse the principles of market segmentation and its uses in marketing planning
There are various types of customers in the market and also they have different types of
choices which they want to fulfil so for this purpose they go to those market which is according
to their choice or taste.
Segmentation: It is very essential that segment of the market must be done according to
the taste and preferences of the customers or visitors. Every people has their own choices
regarding to purchase of products and services. Lifestyles, behaviour or interest of customers or
visitors can also affect the Thomas cook. So it is very essential that when Thomas cook make
plan for their marketing then they must consider the preferences and perceptions of the
customers.
Targeting: Thomas cook also make an effective plan so that they can target the
customers or visitors quickly. They also develop their strategies so that they can also give
promotional message to the society. For example, if they target young people then they can
provide information regarding the adventure spots.
There are various uses of strategy of segmentation for Thomas cook which are described
as below:
 They make their strategies very flexible so that they can alter it according to the need
and want of the customers and visitors (Garín-Muñoz and Pérez-Amaral, 2011).

 They also understand the choice and preferences of their customers or visitors that will
help them in increase their reputation in market.
1.4 Analyse the principles of market segmentation and its uses in marketing planning
There are various types of customers in the market and also they have different types of
choices which they want to fulfil so for this purpose they go to those market which is according
to their choice or taste.
Segmentation: It is very essential that segment of the market must be done according to
the taste and preferences of the customers or visitors. Every people has their own choices
regarding to purchase of products and services. Lifestyles, behaviour or interest of customers or
visitors can also affect the Thomas cook. So it is very essential that when Thomas cook make
plan for their marketing then they must consider the preferences and perceptions of the
customers.
Targeting: Thomas cook also make an effective plan so that they can target the
customers or visitors quickly. They also develop their strategies so that they can also give
promotional message to the society. For example, if they target young people then they can
provide information regarding the adventure spots.
There are various uses of strategy of segmentation for Thomas cook which are described
as below:
 They make their strategies very flexible so that they can alter it according to the need
and want of the customers and visitors (Garín-Muñoz and Pérez-Amaral, 2011).
 They also understand the choice and preferences of their customers or visitors that will
help them in increase their reputation in market.
LO 2
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination
The important of the strategies marketing planning for the Egypt place in the travel and tourism
business define the many importance including the Swot analysis, product life cycle and tourist
life cycle.

Strength: Strong and leading position in the united kingdom. There are many market knowledge
and experience to developing the country. The strength of the Egypt define the many ruts of
heritage.
Weakness: stakeholder change their strategies and techniques of the promotion mix. Lack of the
roots, poor environment etc.
opportunities: market diversification on the product and banking system. Market expansion and
design of the hole market and country.
Threat: changing the needs of the consumer, many competitors and new development process of
the product.
Concept of the product life cycle: the life cycle define the many stages or the product including
the introduction, growth, maturity and decline stage. The fist stage define the product of the
tourism services. This stage create to the visitor needs related to the accommodation, hotel
facility, and food facility. The second stage define the growth stage in this stage determine the
wants of the visitor including the want of hotel facility and food facility .Third stages determine
the visitor desire including the accommodation , hotel bed and room environment facility. The
last stage create the decline stage and create the needs, wants and desire.
2.2 Discuss the relevance of marketing research and market information to managers in e travel
and tourism sector
The marketing research and market information to the manager determine the many role
in the tourism and travel sector. The role of travel and tourism managers develop the market
research create the best product and increasing the company strength. The TUI company
manager decreasing the weakness. The manager of the company define the best market of the
visiting place. Manager developing the many process of market research. The process determine
the problem of the marketing environment related to the visiting place. This stage identify the
problem that needs of the visitor. Research design development create the structure of the
visiting place. The structure of the visiting place attracting the visitor. The manager define the
market place what market define the segmentation including the geographic,demographic and
behavioural. Marketing research develop the mini research and data of the tourism place.
2.3 Assess the influence of marketing on society
The influence of the marketing determine the many impact including the social
responsibility. This responsibility determine the self authority and rules and regulation. The

travel and tourism sector developing the marketing strategies including the promotion and
publicity of the product. The influence determine the negative and positive impact on the society.
Positive impact create the product life cycle and needs of the visitor. The negative impact create
the environment, social culture. Marketing including the product, services and competitors in
the visiting place. The travel and tourism company provide the safety and healthy environment.
There are many facility including the transportation facility and healthy food facility.
LO 3
3.1 Discuss issues in the product, price and place elements of the marketing mix
Marketing mix is based on 4 aspects of marketing product, price, place and promotion.
The marketing mix is the main foundation concept of marketing mix. The marketing mix has
been explained as set of marketing tools that the firm uses for achieving organisational goal.
The major aspects of marketing mix is :
product is the part of the marketing mix define the nature of the product. The travel
and tourism sector in the marketing mix provide the many facility. The product create the
demand of the visitor and needs related to the hotel product and accommodation facility.
The manager of the company manage the many strategies of the price. Price strategies
define the best price of the services. The place also define the marketing mix strategies and
create the best place of the visit. The place is very important factor to attracting the visitor.
The marketing mix determine the product, rice and places in the travel tourism place. The
product is the best elements to attracting the visitor in this organisation. The best product
of the hospitality sector evaluating the best environment. The TUI company develop the
best product in the travel and tourism factor. There are many facility related to the
product define the hotel rooms, accommodation facility, health food facility and develop
the best environment.
Price strategy effecting the visitor attraction in this industry and develop the best polices of
the product. The low prices of the product attracting the customer. The price is the most
effective demand of the marketing mix that define the best decision related to the work.
The prising strategy impacting the visitor decision related to the product and services in
the travel and tourism.

Places also attract the visitor attraction in related to the size of the place, design and
healthy environment, modality, them based and most popular things.
 The size of the places important because size attracting the visitor.
 The best design of the places and product also create the visitor attraction.
 Needs of the visitor to achieving the healthy environment and safety related to their
health.
 Modality is define the modern environment and culture including the best structure
of this places.
3.2 Assess the importance of service sector mix elements to the travel and tourism sector
Tertiary sector is also called the service sector. Service sector is the foundation of the
business it is very important part of economy. Which sector produces intangible goods more
precisely service instead of goods are known as service sector. Travelling and tourism sector
provide service facilities like , professionals, technical and scientific service, management
service, health care and social service, entertainment and recreation services travelling service,
guidance service , hotel service, transportation service (Xiang and Pan, 2011). Service sector is
mostly based on 3 elements physical evidence, people and process. It describe as the extend
marketing mix also and it is the integral part of service design.
Basic elements of service sector mix :
People : It is the element of service sector mix . People define the service in tourism
sector the guide, travelling agent describe the tourism company. In today's world mostly
organisation are focused on getting their staff trained and improve their interpersonal skills
focused towards customer satisfaction.
Process : The process is the path by which the service is delivered to the customer.
Process is the way of fulfilling the demand of customer demand. Travelling agent are providing
knowledge about the place.
Physical Evidence : It is very important and last element of service sector mix. Service
is the intangible in nature for better experience travelling and tourism offers tangible goods with
the service.

Importance of service sector mix:
Customer expectation: Travellers provide vacation trip, give affords for making
memorable trip. The travellers provide best hotel service to there customers. They create helpful
and friendly environment (Saraniemi and Kylänen, 2011).
The online effect: Modern travellers are provide internet service. The customer can
easily find hotel and rooms as per their own need and comfort. Customer can read the
experiences of people they can share there experience.
Complaints are opportunity: According to old thought the customers are always right.
If customer having any complaint or quarry then the agency first need to satisfy the customer by
taking corrective action.
3.3 Apply the concept of the total tourism product to an individual tourism business or tourist
destination
Total product of travel and tourism refers to the tangible goods and intangible service that
are totally based on the particular trip or destination. Every different trip have different activities
that creates experience, memory, and luxurious travel for the customer at the individual level.
Thomas cook provide different services to different customer for their particular destination. As
the customer can search the total information about the trip online. Some literature reviews
explains the experience.
Thomas cook provide total tourist product including all the things a tourist consume on
their particular ideal trips. The total tourist product have several parts. Every customer want safe
and secure trip as well (Gertner, 2011).
First important part is to booking tickets, book hotel rooms, accommodation,air transport
it can be sold independently at the market place.
Secondly Thomas cook entails public goods like beaches, climate, scenery all these
things can be consumed free of charges by the customers.
Thirdly the Thomas provide complementary service that can be consumed free of charge
that services offered by the tourist leaders. Tourist product play different functions. They trying
to engage the visitors into travelling activities. It involves the visitors in those activities which
create the travel experience.

Fourthly Thomas cook provide transportation facilities for reaching one destination to
another.
Fifthly Thomas cook create well reputation of their own organisation during the trip.
Sixth the Thomas cook provide the fastest means of travel which saves the time.
Lastly it encourage the visitor to share their experience with others about the trip.
LO 4
4.1 Assess the integrated nature and role of the promotional mix
Promotional mix is an very important part of marketing mix. Its main focus is to provide
right service to the right customer. Promotional mix is based on four element. These elements are
the promoting elements of a product by the organisation (Sotiriadis and Van Zyl, 2013).
the promotional mix of the Sheraton hotel provide the many facility related to the
transportation facility. The promotion mix use the many techniques including the advertisement,
promotion, publicity and direct marketing. The role determine the manager in the hotel to
developing the promotion strategy and evaluating the best techniques of the promotion.
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination
Thomas cook can make plan with the help of social media marketing. It is very helpful
for the company because with the help for social media marketing they can attain maximum
number of customers at a time. It is also much popular among the people and also attract the
customers towards Thomas cook. With the help of social media marketing, Thomas cook can
easily determine more customers also and it will helps to save excessive time and cost. Thomas
cook can use various types of social media such as Facebook, Instagram etc. They all are very
popular between the people and company can easily use this for the promotion of their services
(Hudson and Thal, 2013).
Thomas Cook create the many promotion techniques to attracting the visitor create the
best policy in this environment. Direct and online marketing is the best promotional techniques
to attract the customers. This techniques easily attracting the visitor to finding the best
environment. This company developing the best strategy of the marketing mix it define the large
number of the attraction in the visiting place. The advertisement and public relation develop the
organisation objectives, method evaluation and increasing the sales growth of the Thomas

company. Company apply the many method of the sales promotion including the brochures and
personal selling in the tourism factor. This is also create the promotion mix strategy and create
the natural attraction in the travel and tourism. This places very attracting related to the work
environment, size of the places and and best product of the hotel facility .The promotion
agencies develop the attraction of the human and their taste related to the work environment.
CONCLUSION
As per the above mentioned report it is concluded that marketing is very essential for
travel and tourism. A proper or an effective marketing planning is also very useful to identify the
needs and wants of the customers. It also provide satisfaction to the customer and helps to
develop the reputation of the Thomas cook. In this report it is discussed that business can also get
affected by the environment. A proper strategic planning will always help the company to
achieve their desired goals and objectives. There are also some factors that can affect the demand
of the services of Thomas cook. Market segmentation is very necessary so that organisation can
fulfil he demand of their customers or visitors according to their taste and preferences. There are
various sectors mix elements which are also described in this report. There are also some issues
and importance of service mix. Thomas cook use social media marketing as a promotional tool.