Marketing Analysis and Strategies for the Travel and Tourism Sector

This report delves into the core concepts of marketing within the travel and tourism industry, focusing on the "Thomas Cook" group as a case study. It examines key elements such as needs, wants, and demand, products and services, and customer satisfaction. The report analyzes the impact of the marketing environment, including micro and macro factors, on individual businesses. It also explores factors influencing customer demand and motivation, along with the application of market segmentation strategies. Furthermore, the report assesses the significance of strategic marketing preparation, the role of marketing research, and the evaluation of selling factors. The report also covers the integrated nature and role of the promotional mix, providing a comprehensive overview of marketing principles and their practical application in the travel and tourism sector, helping businesses to optimize their strategies and enhance their market performance. This report is available on Desklib, a platform offering AI-powered study tools for students, including past papers and solved assignments.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 The core concepts of marketing for the travel and tourism sector...................................3
1.2 The impact of the marketing environment on individual travel and tourism businesses. 4
1.3 Some factors that effects demand and motivation of customers in tours and travelling
business...................................................................................................................................5
1.4 Uses of marketing segmentation in marketing planning and its principles:- ..................6
TASK 2 ...........................................................................................................................................7
2.1 The Significance of strategical marketing preparation to Thomas Cook........................7
2.2 The connection of travel and tourism business in marketing research or marketing
information ............................................................................................................................7
2.3 Evaluate the factors of selling on social group................................................................8
TASK 3 ...........................................................................................................................................9
Covered in PPT.......................................................................................................................9
TASK 4 .........................................................................................................................................14
4.1 Assess the integrated nature and role of the promotional mix.......................................14
4.2 Covered in Poster .........................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is an essential functional area which help the organisation in increasing their
sales in the market. Companies can also attract number of customers towards their services from
all over the world as through this they can also helpful in changing a strong basic for consumers.
Travel & tourism industries also uses marketing strategies in order to maximizes the quantity of
travelers towards the quality of their business. The manager of marketing department has
conduct a survey in the market to know wants and needs of customers. (Ashworth and Goodall,
2012). On the basis of these, if companies really wants to satisfying their clients, they must have
to understand their customers personally. This report is totally based upon”Thomas group”
organisation an it shows their product and services in travel and tourism business sector. They
are focusing on their marketing strategies so that they can increase the brand awareness among
all the people. In this context, report explains the different marketing concepts and factors that
may affect their performance in the market. Along with this, it explains the importance of
strategic planning and marketing research. Further, it explains the various elements of marketing
mix strategies for tours and travelling businesses.
TASK 1
1.1 The core concepts of marketing for the travel and tourism sector
Marketing mix is a core concept for all organisation as through this their overall profits
can be maximised and that will lead towards the success. This is the responsibility of the
manager of Thomas cook group to find out the needs and wants of their customers. According to
this, the business will be more capable to pulling in more customers and due to this, these
organisations are enable to preserve their regular customers in an efficient manner. Some of the
main elements of commercialism(marketing) in tours and travelling sectors are:
Needs, wants and demand: Every organization establish their operations at the
workplace just to identify and fulfil the demands of their customers (Blanke and Chiesa, 2011).
This is the obligation of every marketing manager, that he should have to determine “what

people want” with the help of managing surveys in an marketplace. So, travel and tourism
sector organisation has to offer services to their end user as per their requirements.
Products and services: The enterprise has to offer quality and innovative products to
their customers so that their overall satisfaction level can be increased. For example, an
enterprise can provide services to their customers at the flexible prices. Through this, Thomas
Cook group can convert their regular end users into loyal consumers.
Value and customers satisfaction: The firm has to offer valuable products and services
to their customers. It is the responsibility of the manager to ensure that consumers are getting as
per their requirements and expectations so that their overall satisfaction level can be enhanced.
For this, they have to focus on the current trends in the market and needs of the people.
By focusing on these core marketing concept, an organisation will be able to increase the
profitability level (Chen, Lin and Kuo, 2013). Along with this, they can also improve their brand
image by sustaining their competitiveness the marketplace.
1.2 The impact of the marketing environment on individual travel and tourism businesses
These are some internal & external componets that may influence the performance of the
organisations. Micro factors affect the internal structure of an enterprise and these are
controllable. On the other hand, macro factors are uncontrollable and the firm have to manage
their operations as per these issues.
Micro factors are:
Customers: These people are an important factor of the organisation as through these
companies will be able to increase their profits. In this world, the needs and demands of the
people are dynamical, they could be change according to time. So, Thomas Cook has to identify
these expectations so that their overall satisfaction level can be increased. Consumers affect the
objectives of enterprise.
Competitors: These are competitive firm of Thomas Cook group who make an effective
pricing and marketing strategies in order to attract customers towards their services. So, industry
have to formulate more effective strategies as compare to their rival firm in order to achieve
compititiveness in marketplace (Evans, Stonehouse and Campbell, 2012).
External factors are:
Political: These components are related to the political stability, trade barriers, foreign
exchange and so on. In order to ensure the smooth functioning at the workplace, top executive

have to follow some acts and laws. If political relations of an organisation are good with its
country, then firm will be capable to modifty its goals and targets.
Economical: These factors are based on the exchange rate, interest rate, inflation of the
country. For example, if inflation rate is get affected then due to this the prices of the products
are also get affected. So, in this manner the manager have to make flexible strategies so that
whole execution of employess can be maximize in very effective mode.
Social: Social factors are concerned with needs, taste, preferences, status and lifestyle of
the of the people of the country (Garín-Muñoz and Pérez-Amaral, 2011). Manager of Thomas
Cook group has to identify the expectations of the customers and offer products as per their
needs.
Technological: Companies can use the concept of technological advancements for
development of the more quality and forward-looking services to their customers. Through this,
the satisfaction level of the consumers also increases.
1.3 Some factors that effects demand and motivation of customers in tours and travelling
business
These are so many factors that may impact on motivation level and demand of the
customers. These factors can also affect the performance of an enterprise and they are not able to
groom up their performance in a market place. These factors are related to:
Economic conditions: These economic conditions of the country can also put an
extremely highy impact on status of needs and wants of customers. If these conditions will not
good then it is too difficult for peoples to use travel and tourism services. .
Purchase power: This is affiliated to the spending income of consumers. If income is
high of the customers then they will be able to buy the luxury products in order to fulfil their
demands and needs (Gertner, 2011). If prices of the services are high and the disposable income
of the consumers is low then they will not be able to purchase such products.
Group behaviour: Sometimes, the buying behaviour of customers are get affected due to
the group or society. Group can be related to the family and friends. On the basis of the group
behaviour, an individual can change their preferences.
Personal preferences: There are some personal factors which may affect their buying
decisions. These factors can be related to the needs, demands, taste and their expectations.

Customers are looking for the services so that they can fulfil their demands in an efficient
manner.
The manager of Thomas Cook Group has to identify the process of the consumers that
they are using in order to purchase the products. Through this, the firm will be able to identify
the buying behaviour of their consumers and offer them services so that their overall satisfaction
level can be enhanced.
1.4 Uses of marketing segmentation in marketin planning and its principles:-
Market segmentation is a operation that is used by an marketing administrator in order to
divide,of target audience as per their requirements (Goeldner and Ritchie, 2012). Through this,
an enterprise will be able to increase their performance and they can also build a strong base of
customers. Thomas cook group can target the people in order to fulfil their needs and demands.
There are four type of segmentation and these are:
Geographical location: In geogtraphical segmentation, the location is divide by the
manager on the basis of marketplace and formulate the strategies as per the requirements of the
customers. Thomas Cook can offer their services on the basis of area so that their overall
performance can be enhanced. On the basis of this, manager can target their potential customers.
Demographic variables: These variables are related to the age, gender, income of the
customers and firm segment the market on the basis of these factors. Thomas cook can target
their audience by performing some of the promotional activities in an efficient manner. Through
this, industry can attract number of customers towards their services.
Psychological variables: These factors are based on the lifestyle and social status of the
people. So, an enterprise has to divide the market on the basis of these variables in order to fulfil
the demands of the customer. For example, Thomas cook introduce the new holiday package foe
their customers in Morocco and Egypt (Hall, Timothy and Duval, 2012). For that, the firm can
offer quality goods and services to their clients so that the gross statisfication level between all
those customers can be increased, it effect positively on trheir needs and demands.
Customers behaviours: In this kind of segmentation, marketing manager split the
marketplace on the base of the behaviour, knowledge, feeling and values of the customers.
Through this, Thomas Cook will be able to attract number of visitors towards their services.

TASK 2
2.1 The Significance of strategical marketing preparation to Thomas Cook
This kind of marketing plannings are formulated by the organisation so that they can
achieve their long term goals in an efficient manner (Hussein, Ennew and Kortam, 2012).
Thomas Cook Group can make new strategies and promotional activities. It is helpful in
attract the large amount of customers for their product and services. An enterprise can use
SWOT analysis model in order to find out the strength, weaknesses, opportunities and threats.
Along with the base of their capability, organisation can also sustain its competitive advantage
in the market and to developed the image of their brand they could also grab many marketting
oppoutunities at world wide level. Through with this, manager would be capable to identify their
position in comparision to other firm in the marketplace. Further, travel and tourism industry
can increase their profits and revenues. All weaknesses and threats, should be reduced so that
their overall performance can be improved.
Thomas Cook can also use product life cycle approach in order to increase their overall
performance. This is a kind of strategic tool through which an enterprise can perform well in
different stages of the product development such as introductory, growth, maturity and decline. T
Accordingly , organisations will be able to improve their growth in an market as equivalence
with other competitive firm (Haq and Yin Wong, 2010). At the time of decline stage, manager
can use guerilla marketing approach in order to gain the customers attention. So, strategic
marketing planning is very helpful for an enterprise and through this the organisation will be able
to generate high revenues.
2.2 The connection of travel and tourism business in marketion reearch or marketing information
The market inquiry and marketing substance are necessary for the managers than only
they will be able to perform well in the market. By conducting survey in the market, higher
authority will be able to identify the needs of the customers and current trends in the market. In
this kind of approach, manager identify the expectations of the people, data analysis and other
communication methods that are used by the manager in order to communicate with other
department. Some of the advantages are their of market research and information such as:
Customer centric approach: The market research approach is customer centric. In this
manager identify the demands and needs of the people of Morocco and Egypt so that they can

offer services as per their requirement. Through this, the enterprise can enhance their growth in
the market and that will lead towards the success.
Future oriented: This approach is future oriented in which marketing manager will be
able to identify the future needs of their customers (Lee, Law and Murphy, 2011). Through this,
they will be able to attain their future goals and that will lead towards the success. When future
goals are accomplished then they will be able to enhance their growth.
Enhance the growth: By conducting a research in the market, manager will be able to
gain the opportunities that will lead towards the success. For example, Thomas Cook can identify
the areas where they can target their customers and improve their growth in the market.
Determine the level of competition: Through this, in the manager of market reseach and
mareketing information manager of Thomas Cook will be able to determine a level of
competition in the country and current trends. After all that, manager can also be capable to find
out schemes of the competitors so that competitive advantage can be achieved.
2.3 Evaluate the factors of selling on social group
The important role Marketing is, to fulfilling the needs and wants of the peoples, so then
enterprise are enable to generate high revenues and profits. By using some of the advertising and
promotional activities, manager will be able to attract budget travellers, youth and other people.
For example, Thomas Cook Group offer some discounts and packages at low cost. On the basis
of these services at flexible prices, the enterprise will be able to develop a powerful baseborn
for customers towards their services.
This is the responsibility of marketing manager, to met with those expectations of the
customers, which they want to be fulfilled. (Soteriades, 2012). With this, an organisation will
be capabale to improve the brand awareness between all the people of country and they will
gain the power of attraction , by which they can easliy atttract the customers of all over the
world. By using an effective marketing communication techniques, the communication gap
between the travel industry and customers is get reduced.
At the time of promotional activities, customers will be able to know about the different
features and benefits of the of the services that are offered by Thomas Cook Group. Some of the
services that are offered by the travel and tourism sector are transportation services, room
services, food and other facilities. Through this, they will be able to retain their customers so that
overall performance at the marketplace is hopefully can also reinforced in an expeditious way.

By implementing, corporate social responsibility at the workplace, firm will be able to
provide benefits to their customers and society. So, Thomas Cook Group can enhance their
market share in the country. Further, marketing functional area can communicate with other
department of the organisation so that their overall performance can be improved.
TASK 3
Covered in PPT

TASK 4
4.1 Assess the integrated nature and role of the promotional mix
Promotional mix is the element of the marketing mix which can be used by an
organisation so that they can increase the brand awareness in the market. Some of the tools that
are used by manager in order to promote their services such as personal selling, public relations,
advertising, sales promotion and so on (Saraniemi and Kylänen, 2011). Through this, they will
be able to achieve overall objectives of an organisation in an efficient manner. On the basis of
these approaches, manager will be able to attract number of visitors towards their summer
holiday plan. The main aim of promotional mix is to implement all marketing strategies in an
effective manner so that they can achieve success as compare to other competitive firm.
 In advertising promotional strategy, an enterprise will be able to increase the brand
awareness among all the people via placing the advertisements on radio, television,
poster, brochures. Through this, Thomas Cook will be able to attract mass population
towards their services.

 In personal selling, sales person sales the products and services directly to the customers
via face to face interaction and telephone (Pratt and et. al., 2010). For this, Thomas Cook
Group have to provide training to their sales people so that their overall sales can be
increased.
 In public relations strategy, firm increase the publicity of their products via using media,
magazines, radio and internet. Through this, the travel and tourism industry can increase
the brand awareness in the market.
 Another method of promotional mix is direct selling in which they are promoting their
services directly to the customers via email, messages, online advertisements and so on.
 By using these approaches of promotional mix, the business organisation will be able to
improve their brand image at the marketplace. Along with this, they will be able to
increase their revenues by offering the holiday package in Egypt and Morocco.
4.2 Covered in Poster
CONCLUSION
From the above mentioned report it can be summarized that marketing is a vital
functional area of the organisation who help the in increasing the revenues. There are some
factors such as customers, employees, suppliers, government. These factors can affect the
performance of an enterprise. Along with this, strategies marketing plan can be formulated by the
firm so that they can achieve success in the market. Marketing research and market information
is essential An effective marketing mix, travel and tourism industry will be able to accomplish
their objectives in an efficient manner. Thomas Cook Group can use some of the promotional
strategies such as personal selling, public relations, direct selling in order to enhance their
performance.

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