Thomson Travel and Tourism Marketing Report and Analysis

This report, prepared from the perspective of a marketing manager at Thomson, a tour operator, delves into the core concepts of marketing within the travel and tourism industry. It assesses the influence of the marketing environment on individual businesses, examines factors impacting consumer demand, and evaluates market segmentation principles. The report also applies these principles to Thomson's strategic marketing planning, including the importance of marketing research and information. It explores the impact of marketing on society, analyzes the marketing mix elements, and discusses the concept of a total tourism product. Furthermore, the report covers the integrated nature and role of the promotional mix, culminating in a proposed promotional campaign for Thomson's summer deals, 2019 holidays. The analysis covers various aspects of marketing including, marketing environment, consumer motivations, consumer demands, marketing segmentation, strategic marketing planning, marketing research, market information, marketing mix, service sector mix, total tourism product, and promotional mix.

Travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing for travel and tourism...........................................................1
1.2 The impact of marketing environment on individual travel and tourism business2
1.3 Factors affecting consumer motivations and demand in travel sector.................3
1.4 Analyzing the principles of market segmentation....................................................4
TASK-2............................................................................................................................................5
2.1 The importance of strategic marketing planning for a selected travel business. 5
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
TASK-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 The concept of total tourism product..........................................................................8
TASK-4............................................................................................................................................9
4.1 Integrated nature and role of promotional mix...................................................9
4.2 Plan for promotional campaign.................................................................................10
CONCLUSION.............................................................................................................................11
REFERENCES............................................................................................................................12

INTRODUCTION
Travelling means going from one place to another place for pleasure, some business
while some travel to earn their living. Tourism is means the travel for business and it is the
business of attracting the customers or tourists providing them accommodation and
entertainment. These industries plan holidays for the tourists which includes there stay and
travelling place (Guttentag, 2015). As a marketing manager of tour operator Thomson in this
report it is discussed that the core and important concept of marketing for the travel and tourism
sector and evaluate the impact of marketing environment on the individual travel tourism
business. The report discuss the factors affecting consumer demands in the travel and tourism
sector and the evaluation of marketing segmentation principles. This also includes the use of
principles in the marketing planning at Thomson.
The discussion continues with the importance of marketing planning in for Thomson or
the destination that is Spain (Thomas Cook UK, 2017). Marketing research and market
information to managers help them in planning. This report determines the influence of
marketing in society. Report Discuss the marketing mix of Thomson to describe the marketing
mix of Thomson. The report continues with the importance of service sector in the travel and
tourism sectors. The concept of total tourism product to individual tourism business is also
included in the report. Report also includes the natures and the roles of promotional mix. The
promotional companion is also made for the Thomson summer deals 2019 holidays.
TASK 1
1.1 Concepts of marketing for travel and tourism
Marketing play a very important role in tourism and travel industries. Marketing is a tools
used by business to promote their goods and services. Marketing is used to satisfy the needs of
the customers. To build the trust and the image of company it is necessary for every
organization to promote their brands in market. Travel and tourism used marketing functions of
the in different ways to promote their services. The travelling industries try to find out the most
popular place people wants to travel (Berbegal-Mirabent, Mas-Machuca and Marimon, 2016).
The travel companies made a market research to understand the market and the needs of
customers to provide the marketing services. The accommodation and entertainment provided
to customers as per their demand. Marketing help in promoting travelling and tourism services
to customers on the basis marketing research. The promotional tools are used to promote the
tours and travelling program of company. Marketing tools like advertisements on pamphlets,
websites, emails and on social media can be done by the individual travel and tourism sectors.
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Tour and travel marketing strategy is made for promoting the services of companies.
This sector requires a proper marketing plan which is to be used to promote the travel and
tourism function. The growth of tourism is based on the cooperation of business.
Tourism marketing is based on the some important principle that is that used in the
marketing of the tourism of the company.
1.2 The impact of marketing environment on individual travel and tourism business
Marketing environment include the factors which affects the business. The environment
is kept changing every day so changes are monitored properly. The strengths and weaknesses
of the business is based on the environment. There are three basic environment micro
environment, macro environment and the marketing environment. In the business of tourism the
analysis is not only done in the business but also done outside the business environment which
affects the profitability of the business. The individual tourism and travel business of Thomson is
situated at the corner of the city. Thomson travel and tourism industries promote the tourism of
Spain. This marketing requires the market analysis which explain the needs of the customers
and the tourism company make plans to promote their tourism as per the needs of customers.
The marketing tools like promoting the packages on websites, then take social media as
platform and other promotional tools are used to attract the customers and made them aware
about the products and services. This promotions build the trust and loyalty of the tourists on the
Thomson travel and tourism company and the satisfy customers become the permanents
customers. In this manner the marketing market has great impact in the individual travel and
tourism industries. The business gets affected due to advancements in the technology. By the
public the updation that is done online is accessed easily. As people are not much area about
use of technology. The change in locations and trends will also customer .At different location
in Europe Thomson offers different packages. In the travelling in the united kingdom Thomson
holidays is an operator. In the year 1965 the travel group Thomson have been found by
organization. For a visit of six days to distinct laces the different cultural packages are made by
this company. In the industry of tourism the organization of Thomson holiday has been a big
operator .The working of companies will be affected by both internal and external factors. Under
the control of th companies are internal factors. But the external factors are not under the
control of company.
Internal factors
Intermediaries – To their customers these are facilities that are provided by the Thomson. In
between seller and buyer the facilities such as hotel facility, transport and reasonable prices etc
are provided to attract customers
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Competitors – The greats impact is there on organization due to rivals.
External environment
Due to certain factors such as technology, locations and fashion etc are there as if there are
sudden changes in working of the Thomson
Demographics- The preference of customer are changes due to these factors .At different
locations Thomson offered different packages in the Europe. As per needs of customer
research need to be done first in order to see whether packages are acceptable or not in that
specific location (Noti, 2013.).
Technology – The business gets affected due to advancements in the technology. As the details
of tourism is there on internet so it affects the business
The sales of business will be there due to change in macro environment. For an instance if
here is nay recession than consumers will spend less during this time period. So, all this will
affect the Thomson holiday as it plays and essential role for the company (Michailidou,
Vlachokostas and Moussiopoulos, 2016. ).
1.3 Factors affecting consumer motivations and demand in travel sector
The physciological needs
The desires of customers can be predicted by examining the change motivation in
Thomson. This will help in constructing the packages of tours and the marketing will be done
according to it. The various factors that can be considered can be personal, emotional and
social. A great impact on the policy on the business if tourism is created due to policy factors of
government such as monetary and fiscal etc. The profit to the industry can be there due to
change in currency (Surugiu and Surugiu, 2013).The factors that can be considered are as
follows-:
Loyalty – Today more number of customer are loyal to the company they will stick to that
particular product .At the time of taking any package customer will sticks to the products offered
by that a particular company.
Sociology – The mindset of consumers changes when the new products is available in the
market. As many competitors will convince the consumer that their products is far better than
other company's products. In this situation their mindset will chance to other product.
Psychology- Each time consumers wants to purchase different things. The new offers need to
be brought in order to see that the need of consumers do not shift form their brand to some
other brand . The company need to make some new strategies and plan in order to ensure
consumer satisfaction. As per strategies and analysis the new policies need to be flowed in the
future (Scott, Hall and Gössling, 2016.).
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The consumer motivation determinants
The main determinate are as follows-:
Influence on decision-making of consumers- The satisfaction among customer is there due to
flexibility, satisfy need and good service product. In order to buy the products these all thins
motivates and encourages them from putting the same product form that company next time as
well.
Consumer-dispute resolution influence- Once the needs of customer is satisfied the next step is
to influence the consumer to get out of the conflict of purchasing the product
1.4 Analyzing the principles of market segmentation
Principles of marketing are divided according to four types of travelers which are as
follows:
Behavioral segmentation: It is segmentation of customer according to their needs and
wants. In this the operator will focus on analyzing the travel plans an destination of its potential
customers. This will assist determining the importance of traveling and specific destination to
travelers.
Demographic segmentation: This demonstrate customer traveling preferences according
to their age, ethnic background, religion because it is the major factor which drive travelers
preference to various direction. Therefore, when ans lying travelers need the operator focuses
on segregating customer according to their demographic factors.
Geographic segmentation: It determines the traveling preferences of customer according
to their location because if the travelers is located at tourist destination than to those consumers
the tripe will not matter t their location. Therefore, with regard to this the operator segregates the
travelers according to their location before planning trip.
Psycho-graphic segmentation: This is the segmentation travelers according to their
values and living patterns. By evaluating this the tourism firm will focus on targeting those
travelers who prefer traveling all year and will segregate them to seasonal travelers.
In order to satisfy the desire of consumer the need of market segments need to be met.
The market is divided into various groups in market planning on the factors known as target
consumers. In terms of demographics, geographic and behavioral traits the target consumers
are dividing the consumer. The market of consumers is divided into distinct segments. The
lifestyle, needs ,social class, personality etc is kept in mind while dividing consumer market into
different segments. There are many rivals that are there in the and market the same product is
offered by these rivals to the customer. In the sector of tourism it plays and essential role where
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travelers are divided into distinct segments of the market and for very person they are having
same or different needs. As a rival of Thomson many traveler have different packages .But in
order to attract more number of customer and increase their sales they need to make more
innovative ideas. The needs of customer are recognized by Thomson in market segmentation.
And as per the needs of customer the market is divided in different sections. The best packages
of the tours has been provided by companies as per the needs of customers .This will help the
company to develop more customer satisfactions as according to requirement of customers
package swill demand and more and more customers will be attracted towards it. The age,
family, nationality etc are some common factors on which tourism market is divided. The main
purpose is to satisfy the needs of customer (Standing, Tang-Taye and Boyer, 2014).
TASK-2
2.1 The importance of strategic marketing planning for a selected travel business
The needs of consumer is satisfied with a successful strategy. And the profits are also
gained in the business due to successful strategy. The benefits to organization ids provided by
strategy and it is necessary for growth of business (Tse and Prideaux, 2017). The strength and
weakness of the company is identified by the strategic planning .In order to bring different
packages for tourist my duty as manager of Thomson is to provide tourist will different options
of packages in order to satisfy the target of business. Based on the analysis the marketing plan
for Thomson holidays are made.
SWOT-: The strength, opportunities,weakness and threats of the organization can be measured
with this planned analysis. Before making any strategy it will use this so that clear idea about
the company can be made. The company can learn from its experiences about both their
positives and negatives of the business. And in the future it can adopt new trends in the
business.
TALC(Tourist area life cycle)- The destination that created the confusion for customers is
described in it. About the destination all the formation is not disclosed by tourism. In order to
state it to the consumers the process of destination is very important. All the details of site
seeing, hotels ,destination details etc need to be researched by marketing planner in order to
make new strategy (Xiang, Magnini and Fesenmaier, 2015). At various stages of the TALC
Thomson tourism is planning to make its products at various stages. For the development of the
tourists' destination during different situations it will then maximize the extent of these stages. In
order to discover priorities for making investment and opportunities for growth the Boston
matrix can be sued to analyse the product. The present scenario can be used by the company
while making strategy .In order to analyse different packages of the tour and its destinations the
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Thomson make use of Boston matrix and then after analysis plan is made. As per the analysis
the plan can also be made by tourism company by using ansoffs matrix.
2.2 Discuss the relevance of marketing research and market,information to managers in the
travel and tourism sector
Marketing research before organizing trip plays crucial role because it helps in
determining the traveling needs and wants of travelers. It is the technique by which tour
operation is able to analyze the most visited location across the globe. This is the technique
which assist in segmenting traveling trips of tourist. Market information is the key driver to
traveling because it is factor which assist in analyzing the travelers changing requirements.
Market information system enables step wise process to tour operator where the person
first defines the market in which individual evaluates the changing needs and customer
preferences for specific tourist destination. However, identifying market initially assist the
operator in measuring current demand of travelers to specific destinations. Moreover, the
market information system is the best way to recognize the tourism trends which plays vital role
in making successful trip plans according to tourist requirements.
Apparently, following market research process is the another key driver of travel and
tourism sector in which the tour operator is responsible for managing marketing research
process where the first tourism firm will focus on demand forecasting where the person will
make assumption about the travel demand and demand service to most visited and liked
destination of travelers. Nevertheless, after forecasting it is important for the operator to
measure demand by in quantitative form by analyzing present and future conditions.
Thomson is a tourism company who provides services to the people who wants to move
for the short period from the place where they actually live . This company provides facilitates of
travelling and accommodation in a package . For any travel and tourism company marketing is
very important for their business growth . Through marketing , companies can understand the
wants of the customer and it is helpful for the company to satisfy their wants with new ideas .
Marketing is require to understand customer's needs , there are many types of customer
who travel for the business trip or for the family trip . Marketing helps to provide new offers to
the customer by which company can satisfy the needs of customers .
For providing new product and services of reasonable prices, marketing is required .
Marketing increases the number of person which are trying to go for travel and the company can
achieve their goals and objectives . Marketing can helps us to measure the return on investment
and for the stability of the tourism company (Guttentag, 2015).
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2.3 Assess the influence of marketing on society
Marketing plays crucial role on society because it is the best way to influence the
preference of society therefore it is important for the tourism company to ensure that at the time
of marketing about any trip the operator considers all the basic responsibilities such as ethics
which are the values and beliefs of individual, therefore when conducting marketing process
marketer considers the ethical requirement where no question and technique will not harm the
emotions and feelings of any customer. Apart from this the marketing process of tourism
company is bound under the legal obligation which are formulated to protect the interest of
society and are of public importance. However, the marketing techniques and process is
conducted keeping in mind all the environmental condition and not material is used which
causes harm to environmental stability. There are various regulation framed by the government
to protect the interest of society form marketing activities such as. Discrimination, exploitation of
human rights etc. Thus, marketing and sustainability assist the marketer in enabling society
friendly techniques of marketing in order to protect the interest of all the people because
marketing is the tool which creates huge influence at major population.
Marketing is the process through which organisations can promote their business and
their product. Through marketing customers can get more knowledge about the organisation
and their product . Marketing reduces the chances to paying too much . Some companies
divides their products and services into the society , this strategies are beneficial for the public .
This strategies also increases the living standard of maximum populations. Advertising is
creates awareness to buy the products . Companies conduct research to satisfy the needs of
customer's from which they can get advance technology . Marketing helps to identify the better
products for society so they can get more benefits . Advertising influence customer's to take
batter decisions and improving the standard of living . Marketing is also very use full to increase
international trade. Through marketing neural resources can be used more effectively and finally
businesses can also achieve their goals .
TASK-3
3.1 Discuss issues in the product, price and place elements of the marketing mix
There are four components of marketing mix from which companies can give new product and
services to the customers . Companies are bounded to create a product to satisfy public need .
There are lots of ideas to do this but mainly there are four factors or 4 ps which affects the
customer needs , which are product, place price and promotion .
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Product – it is necessary to understand the needs of the customers that which product
they wants . Companies are responsible to satisfy the needs of the customers. They should
know that how will they meet this needs.
Place – it is also important that where should the customer look for their product and
services . Companies should be aware about the distributions of product or services into society
. They should send samples to many companies .
Price – price is the most affective factor for selling products and services . The price
must be established on the product . Companies can compare their price with the other
companies to satisfy buyers and to gain more profits .
Promotion – for any business marketing of their product is important . Company should
know where can they get their marketing . How can they reach their goals by advertising
product s and services online . They can promote on T V , on redio , or on bill boards . They can
also promote through direct marketing(Standing, Tang-Taye and Boyer, 2014). .
3.2 Assess the importance of service sector mix elements to the travel and tourism sector
In the service sector there are 7 elements of marketing mix which are product , place ,
promotions , pricing people , process , physical evidence .
Product – the product in service marketing mix can not be measured . They can not be
owned by any one . Services product has to be design very carefully .
Place – place can be defined as the location of services can be placed . Business department
should know the best place of giving services .
Promotions – promotions is required for the easy going businesses and for the survival of the
businesses (Surugiu and Surugiu, 2013). .
Pricing – in case of service sectors pricing is more difficult factor . This element have to take
while costing .
People – people is one of the element of service marketing mix . Companies can provide the
training facilities for their staff .
Process – services are the different thing from the product , so they have diffirent process of
delivering to the customer .
Physical evidence – this is the last element of services marketing mix . To create batter
customer experience this element is require .
3.3 The concept of total tourism product
Tourism product comprise all the elements which assist the tourism company in
satisfying the needs and wants of travelers. It demonstrates the total experience of travelers
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with the company. Therefore, to serve satisfactory services Thomson travel company focuses
on all the traveling elements such as:
Accommodation: When organizing trip the business focus on providing appropriate and
comfortable accommodation to travelers because it is major factor which assist in delivering
satisfactory travel services.
Transportation: The firm focuses on providing comfortable transportation facility at the
time of traveling because traveling is the major factor which is related to entire trip and therefore
to serve satisfaction the organisation focus on every possible elements such as entertainment,
food etc.
Destination: IT is the another essential part of travel services where Thomson plans the
destination keeping in mind the requirement of travelers which aids in serving satisfaction.
Hence, these are the elements which assist Thomson in serving satisfactory traveling
experience to all travelers of enterprise.
The hotel industries ,travel agencies ,trekking agencies together make the travels and
tourism industries. In order to make a memorable trip all of these industries try to provide
individual products. Thomas cooks tourism products provide elements such as natural and
historical places ,healthy food etc. This all facilities that are provided by Thomas cook results in
customer satisfaction. During the travel of product it is a product that people feel , uses and
experience. Individuals decide whether their tour was good or not based on total tourism
product. The result that is made help them to decide whether next time also they will prefer the
same product or not. At a specific time this product also involve the experience of passengers
location. From this tourism product people gets quality of experience .This will make them feel
different form their daily routine work (Michailidou, Vlachokostas and Moussiopoulos, 2016. )..
The image of Thomas cook is presented by the quality of tourism products. As per the demands
and desire the price of product is offered by Thomas cook.
TASK-4
4.1 Integrated nature and role of promotional mix
Promotional mix is tool of marketing which assist the business in establishing
communication with society. It has its own elements which assist in establishing effective
interaction with customers such as:
Advertising: It is source of promotion which grabs the attention of large population at one
point of time. It offers various types of techniques to connect with society such as, Radio,
Television, Magazines, newspaper etc.
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Public relations: It is the technique of promotion in which marketer directly
communicates with customer one on one. This is the best mode of advertisement because it
aims at realistic approach of promotion of goods and services.
Sales promotion: This the technique of promotion in which the company focus on selling
its products and services at the time of promotion. This is used at the time of increasing sales
and to attract maximum umber of customers.
Personal selling: In this the marketer promotes its services through door to door
servicing. It is done when the company is focusing on the limited and its potential customers.
Hence, these are the key elements of promotional mix which will used by assistant
marketing manager Thomson at time of promotional campaigning for its summer 2019 holiday
to Turkey and Spain.
4.2 Plan for promotional campaign
Attached in Poster
INTRODUCTION
Promotional campaign is the best strategies which is used by marketing manager to
attract maximum number of consumers. The poster will determine the integrated promotional
mix campaign of Thomson for its summer 2019 holidays to Turkey and Spain.
Segmenting
In promotional campaigning the assistant manager will first focus on segregating
travelers according to their traveling requirements and preferences. In this the firm will target
the customer will prefer adventure and historic places like, young generation and students.
Promotional mix Tools
Advertising: The manager will first focus on adverting about the Turkey and Spain trip on
Television and Radio which is the best way to attract maximum travelers. In advertisement the
focus on manager will bee to mention every detail about the trip such as overall price, turist
locations, package details and accommodation details.
Public relation: IN this the manager will focus on campaigning at schools, colleges and
universities to attract maximum number of people by sharing communicating details. In order to
make successful public relation plan, the firm has planned to offer discount to people who will
buy the package at the time of campaigning.
The detail of promotional campaigning
Accommodation in conformable and affordable hotels where all the booking will be done prior
to avoid the chance of confusion.
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