Marketing in Travel and Tourism: Thomas Cook Strategies and Analysis

This report provides a detailed analysis of marketing principles within the travel and tourism sector, specifically focusing on Thomas Cook's operations. It begins by outlining core marketing concepts and their application, including understanding consumer needs and market segmentation. The report then assesses the impact of the marketing environment on travel businesses and explores factors influencing consumer motivation and demand. It delves into strategic marketing planning, the importance of market research, and the influence of marketing on society. Furthermore, the report examines the integrated nature of the promotional mix and concludes with a plan for an integrated promotional campaign for Thomas Cook's summer 2018 holidays, offering insights into the practical application of marketing strategies within the industry. The report covers various aspects of marketing including the impact of marketing environment, factors affecting consumer motivation and demand, principles of market segmentation, strategic marketing planning, marketing research and the promotional mix. This report serves as a comprehensive guide to marketing strategies in travel and tourism, with a focus on practical application and real-world examples.

Marketing in travel and
tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
LO1.............................................................................................................................................1
1.1 Core concepts of marketing for the travel and tourism sector..............................................1
1.2 Impact of the marketing environment on individual travel and tourism businesses.............2
1.3 Factors affecting consumer motivation and demand in travel and tourism sector................3
1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook
Group...........................................................................................................................................3
TASK 2............................................................................................................................................4
LO2.............................................................................................................................................4
2.1 Importance of strategic marketing planning for a selected travel and tourism business.......4
2.2 Relevance of marketing research and market information to managers...............................5
2.3 Assess the influence of marketing on society.......................................................................6
TASK3.............................................................................................................................................7
LO3.............................................................................................................................................7
3.1 3.2 & 3.3 COVERED IN PPT...............................................................................................7
TASK 4............................................................................................................................................7
LO4.............................................................................................................................................7
4.1 Assess the integrated nature and role of the promotional mix..............................................7
4.2 Plan for integrated promotional campaign for Thomas Cook summer 2018 holidays.........9
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
“You can't sell anything if you can't tell anything- Beth Comstock.” Hence, marketing is
an essential function for a company which is running its own business. This document is a
complete study of marketing in travel and tourism sector with reference to Thomas Cook and its
operations. In planning holidays and packages for Morocco and Egypt the essential element
which are required have been listed in this assignment. Strategies and importance of marketing in
boosting business of a company have also been stated in this report for the cited company
Thomas Cook. Marketing relates to promotion of a product of company in order to make more
and more people aware about it which is justified in this written document briefly. Travel and
tourism sector contributes in a huge quantity to economy of a country hence, the business have to
be run in a proper manner which have also been specified in this study. This research is a
completely based on planning and marketing of travelling packages by Thomas Cook.
TASK 1
LO1
1.1 Core concepts of marketing for the travel and tourism sector
Marketing is a way by which a company identifies and analyses the demand of customers
according to which it introduces a product to gain maximum number of satisfied consumer.
Hence, Thomas Cook is a very well known organisation for travelling and which have been a
choice for many of the people. Core concepts means to generate an idea which is very innovative
and new for other competitors. In marketing it relates to finding a way in order to satisfy more
and more number of people (Xiang, Magnini and Fesenmaier, 2015). The strategy a company
obtain to create product for the people according to their needs and wants. There is a major
function of core concept in marketing is to plan and manage the way in which a company will
promote its product. The major elements which are included in core concepts are briefly
illustrated as follows:
 Needs and Wants ascertainment
In order to adopt core concepts of marketing first needs and wands or demands of people
have to be attained. This will give a base to develop products and services according to them by
Thomas Cook.
 Producing products
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Packages for travelling have to be made by company according to needs and wants which
will help in satisfying customers completely.
 Value satisfaction
The price which a customer have to pay for services it is getting have to be set according
to consumers willingness to pay for it (Victor, Middleton and Clarke, 2012). It should not be
vague or very high which become very worthless for customers.
 Transaction Relationship
Presentation to employees about the product must be appropriate the transaction form
must be set according to convenience.
 Market
The area where product has to be introduced must be chosen by company in order to
launch it. As it have been made according to customers so market where they would be
approached have to be chosen.
 Marketing
In last the company can make people aware about its offering which it have made
according to convenience of people. Thomas Cook here can market its product to the people who
want to travel Morocco and Egypt.
1.2 Impact of the marketing environment on individual travel and tourism businesses
Thomas Cook has been a large operator and one of the most famed system in the sector
of tourism. It is very well known for its functions and services which have been provided by it.
But company while promoting its product faces many issues and marketing environment impacts
its business directly. As it have to assess the needs and wants of customers which specifies that
organisation have to deal with people who have various needs and wants which diversifies from
person to person (Thakran and Verma, 2013). This impacts the production and operation of
company. As for 2018 campaign company have to produce travelling packages for Egypt and
Morocco which is a great task as the identification of people who would like to visit there is very
difficult. There are so many other impacts which marketing environment have on company.
For instance if Thomas Cook wants to promote its product it have to choose platform and
look whether the country in which it is operating is allowing to do advertising of company's
product. This impact the business directly which have to be taken into consideration before
investing money in this. The individual travelling company is impacted directly by all of this as
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they can get what they want as well as they have to make sure that their needs and wants are
satisfied. The company have to make the changes and strategies related to merchandising in
accordance with marketing environment which is there in the targeted market.
1.3 Factors affecting consumer motivation and demand in travel and tourism sector.
A vital factor to look at while advertising the new bundle will be to analyse the
inspiration of the travellers to take up the specific package (Park and Oh, 2012). Elements from
this point of view can be isolated into 2 classes which are inclusive primarily of motivational
factors that assist in improving the inspiration of the voyager for acquiring this package
experience and also assurance factors that can help in deciding if sightseers have the capacity of
obtaining the item as coveted. Keeping in mind the goal to include motivational variables, the
package will be made involved with substantial alongside immaterial components, pitching
knowledge to vacation-er and not only an item, helping the travellers while travelling,
recognizing the belief, state of mind and passionate desire of the voyagers according to package.
Inspiration will likewise be measured from the point of view of the reason for which
visitors will be going by these mental object as incorporated into the package which particularly
is for holidaying. Thomas Cooks in order to have more and more customer have to assess the
factors which motivates people to travel and explore places. While planning packages for
Morocco and Egypt company have to make sure the clients are potential and can pay for the
package it is making. The assessment people for travelling has to be done properly which helps
in formulating a strategy which will help Thomas Cook to excel success in its environment.
1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook
Group.
Segmentation relates to diversification or division of population into parts which helps in
analysing the current scenario. The market segments means dividing the market into small parts
according to which a company can produce its products (Morrison, 2013). In case of Thomas
Cooks it have to use principle of segmentation to know whether people will use the packages for
Egypt and Morocco according to various factors. The segmentation of market is done on various
basis and that is behavioural segmentation, demographic segmentation, geographic segmentation
etc. these assists in dividing the whole population into smaller section so as to obtain a result
which is authenticate and can used in making several decisions.
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In behavioural segmentation the population is divided according to their behaviour the
way of living, the lifestyle, standard etc. The people who have a keen interest in travelling and
exploring can be targeted by Thomas Cook and company can have a compete study about there
tastes and preferences. Further comes demographic segmentation which involves division in
terms of age, sex, religion etc. this helps in knowing what type of customers can be approached
by company and what would be their demographic segment (Li, and et. al., 2011). This is a very
major element to know what kind of customers the company is going to have so that there is a
data which helps in making packages according to it. In last there comes geographic
segmentation which helps in assessing the population according to area. The whole lot id
dividing according to area and then there needs and wants are assessed which will be helpful in
knowing the market which is to be targeted by Thomas Cook in 2018 for targeting its customers.
This way company have an area to establish and make its business so as to have a success by
capturing all the positive and negative factors before launch in order to gain success.
TASK 2
LO2
2.1 Importance of strategic marketing planning for a selected travel and tourism business
Business or traveller goal
Advertising is a dynamic procedure which change with time in travel and tourism
Industry. Essential arrangement is fundamental for an association to confront those adjustments
in market to face such issues and risk likely to come in future. Strategic marketing planning is
request of advertising atmosphere of an industry to secure association from contenders, dangers
and lift quality and openings as well as to infer an arrangement and increment in the execution of
business (Law and Buhalis, 2010). It guides association in forming techniques to accomplish
organization objective and furthermore help in recognize advertise circumstance and building up
a succeeding business procedure.
Thomas Cook is commented in giving top notch clients administration conveyance. To
design a system, Thomas Cook require a SWOT investigation to continue in advertise
Strength
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Thomas Cook is running organizations in U.K. with 30,000 representatives working from
various foundations. Thomas Cook offers 2000 goal or more and have 3000 shops and 100 air
plane. Organization is famous for top notch client administrations and possess distinctive
sections.
Weaknesses
Travel and tourism advertise is insecure making many issues that organization needs to
confront. Developing Competitors in showcase in Thomas Cook's regarded territories (Konu,
2010). Likewise money related market continue changing as time prepared which can cause
diminish in organization circumstance.
Opportunities
To start with Opp. online media usage including E-reserving for visit packages.
Expanded interest of individuals in journeying and popularity of visits. Third Goodwill of
Thomas Cook in travel and tourism industry.
Threats
Threats implies the future risk that Company needs to confront. Changing in U.K. Market
strategies and Uncertainty in U.K. Monetary condition. Low edges reason for expanded
contenders gambling Thomas Cook in condition of misfortune.
Venture, in this manner, can transform its dangers and shortcoming into qualities and
acquire benefit. Each organization has to experience the item cycle process, few out of every odd
association intended to keep going forever. All the while, four phases portrays in which initially
creating and propelling a venture is done and after that it grows,than deals go higher and finally
deals started to fall.
2.2 Relevance of marketing research and market information to managers
Advertising exploration and market data is exceptionally gainful in travel and tourism.
Showcasing research is a procedure to distinguishing costumers require, construct a connection
amongst industry and costumers (Hussain, 2012). Market data is along these lines, used to
characterize and discover advertise openings and danger in regard of Thomas Cook. This is
down to earth utilized for different reason, for example, breaking down market condition, to
control general execution, creating administration and technique and in understanding business
sector circumstance and advancement and creating brand. This incorporates information
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gathering through a few system, assessment of information, discovering conclusion and
introduction and suggesting them as a rule.
Showcasing data is valuable to dispatch an item in advertise. Thomas cook will examine
market to get comes about in the event that they ought to blend, establishment for Morocco and
Egypt package to get more benefit. Research is appropriate into a few diverse process
incorporate market division administration, propelling item, focusing on and marking Thomas
Cook. Advertising research will helps in achievement in industry by gathering data from
showcase (Hudson and Thal, 2013). Thomas Cook utilize explore method to know new patterns
in showcase agreeing socio-economics and inclinations of costumers. Market data is helpful to
comprehend, characterize market and its levels and stages. Thomas Cook experience Market
research and showcasing data process before executing any procedure to know changes and
patterns in industry.
New patterns in Tourism
Individuals are more inspired by investigating new goal around the globe. Besides, 10%
of visitor have been expanded every year in all out numbers. World tourism industry has pick up
bring up in a decade ago, advertising have a great deal of rivals in the market. Expanded
explorers required more carrier administrations which is driving dissatisfaction reason for
proceeded with development. Poor administrations and high cost is brought about 40 million
misfortune in each journey in light of trek cancellation by individuals because of disappointment.
Where then again, individuals like experiences and dynamic outings more. Female is holding for
solo expedition which is new in travel industry in past years . Though business and relaxation
visits has expanded in a decade ago which is new perception of voyagers.
2.3 Assess the influence of marketing on society
Marketing have large influence on society. Marketing has an impact on social by which
organisation duties are increased towards community (Huang and et. al., 2013). By marketing
awareness can be created by which community people can get educate, knowledge about new
products and goods. By marketing public can know about legal processes. It very easy to adopt
changes when firm get support from community.
Impact of marketing on society
Marketing is process by which firm can aware customers about new products and their
benefits. Market is place by which products are exchange between sellers and sellers. By
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marketing activities company can communicate with customers. When firms make different
marketing strategies it has impact on society. This impact can be negative and positive. Some
society get badly affected by information given by marketing.
Marketing tends to increase purchasing power of consumer, pollute society. Marketing
bring technology by which customer can get information with in one click. Marketing of
products give ease to customer in their daily life (Hays, Page and Buhalis, 2013). There are many
companies those who sell fake and harmful products. Marketing also exposed them by which
customer are able to buy good quality of products. Marker gives lots of information by which
customer can stop themselves by exploiting.
Thus marketing have positive impact on society. In travel and tourism marketer shows
the beauty of different destinations. By this customer get chance to know about different places,
locations and many interesting places where they can visits. Customers get know about current
discounts, offers and other deals. This may influence people to purchase products and services.
Marketing influence the buying decision of consumers. They can easily compare products from
different brands and choose best product according to their requirement. By marketing consumer
can know about fair prices of products so no shopper keeper can do costumer exploitation.
TASK3
LO3
3.1 3.2 & 3.3 COVERED IN PPT
TASK 4
LO4
4.1 Assess the integrated nature and role of the promotional mix
The Promotional mix of Thomas Cook is a crucial instrument that clarifies the business
about the diverse choices accessible with the business as the marketing mix and furthermore
supports the income of the business on the long haul premise (Freeman and Selmi, 2010.). The
advancement blend is valuable for a particular aim of advertising the administrations of the Tour
administrators. The advancement is in regards to the making of mindfulness among the general
public, raising the request of the administrations, division of the market and assessment of the
item according to the contenders with the achievement of relentless level of offers.
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The general point of the advancement is extra than every single other objective. It is a
procedure of imparting the company's administrations and offerings to the potential clients of the
administrations and increment in the control over completing of administrations. The
promotional mix utilizes different special strategies like publicizing, PR, coordinate offering or
promoting and so on through alteration in the promotion mix and weight on the idea of
incorporated advertising, a seller can without much of a stretch keep up and control all portions
in UK (Dolnicar and et. al., 2012). The organization have different packages which are there for
clients. The packages in the Thomas Cook are besides parts per the costs like extravagant, super-
luxurious, extravagance and so on. On the off chance that a customer needs an extravagance
bundle with all tasteful offices all things considered the costs are tolerably high, as opposed to
decision of the superficial packages with restricted essential luxuries accessible. The sales
representative needs to lay weight on all areas contrastingly using unique limited time activities
utilized for every one.
There can be alterations in the sort of hand-outs at a concurred cost. The real idea is to
encourage the customer inspiration to buy the administrations. Thusly, in coordinated hand-outs
it is indispensable to lay weight on the necessities of the purchaser trying to include a focused
edge in abundance of contenders and winning additional wage (Dey and Sarma, 2010). The
special blend should be such, with the expectation that the purchasers feel eager to go around the
suggestions.
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4.2 Plan for integrated promotional campaign for Thomas Cook summer 2018 holidays
Plan for integrated promotional campaign: Advertising is promoting affirmation with available and potential clients and buyer,
finished by compensated gathering media showcasing administrations. The types of
advertising anticipating correspondence are Internet, TV, broadcasting and so forth. PR (Public Relationship) is promoting report while in transit to society then again is
swung more to notoriety and image of the firm, than to its originations. The PR
accomplishment's occurrence is a writers gathering, TV discussion by means of business
speaker, electronic exposure, squeeze article sections respects to endowment of the
organization to help association or regarding the matter of new ecological course of
action (Buhalis and Foerste, 2015). Individual Sales is a strategy of financing
development wherein the business agent is unequivocally reaching the client. This
individual to-individual contact raises the deals as there is no deviation.
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 Sale Promotion will be advancement by rewards framework like offering of 1+1
nourishment thing, 1 night remain alongside the 2 night's bundle at the inn and so on.
The business advertising method to limited time blend may conceivably be varying,
because of the promoting standards and framework. The push conspire is migrating the protect
weight downstream by the business channels. The force conspire means influencing the
purchasers transparently. The Promotional Mix that creates the client's cravings causes the climb
in the interest for the generation i.e. the supply upstream. In this way, these two advertising
frameworks of these 2 approaches are entwined. In the establishment parts of the item life cycle,
the draw showcasing plan is more standard. Before long, as the market is soaked with individual
and opponent's administration, the push promoting thought is first.
In conjunction with these conventions to promotional mix, there are many different perspectives
that affect the same.
Differentiation
Towards differentiating its administrations, Thomas Cook requires to put in endeavours
to be the simply one of its kind and not doing what different contenders do the advancement
blend ought to be unmistakable that inspires the activity of journeying administrations (Buhalis,
and Foerste, 2013). The special blend should be aberrant with the goal that it copies the quality,
constraints significance and chances of Thomas Cook.
Appealing Marketing
Engaging promoting incorporates the singularity (situating) of the administrations that the
holidaymakers get(Product) at a charge that is various or like contender's (Price), at the place
quantifiable (Place) and scattered the same by an assortment of showcasing system and situating
of the stock or administrations in the spirit. The mindfulness is made about the brand among the
clients.
CONCLUSION
It have been concluded by the above report that there are huge challenges which have
been faced by a travelling and tourism industry. In order to meet demand and reach customer
Thomas Cook have to make appropriate plan for marketing its product and services. A company
has to look after many elements of it which have been justified in above study. The role of
services mix and total tourism product is also a result of this report. This document is result for
Thomas Cook in formation of package to Egypt and Morocco.
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REFERENCES
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and Communication Technologies in Tourism 2014 (pp. 175-185). Springer, Cham.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of destination marketing & management. 4(3). pp.151-161.
Dey, B. and Sarma, M., 2010. Information source usage among motive‐based segments of
travelers to newly emerging tourist destinations. Tourism Management. 31(3). pp. 341‐
344.
Dolnicar, S. and et. al., 2012. Biclustering: overcoming data dimensionality problems in market
segmentation. Journal of Travel Research. 51(1). pp. 41‐49.
Freeman, I. and Selmi, N., 2010. French versus Canadian tourism: response to the disabled.
Journal of Travel Research. 49(4). pp. 471‐485.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Huang, Y. C and et. al., 2013. Exploring user acceptance of 3D virtual worlds in travel and
tourism marketing. Tourism Management. 36. pp.490-501.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Hussain, H., 2012. Tourism Marketing and Travel Management. Lap Lambert Academic
Publishing GmbH KG.
Konu, H., 2010. Identifying potential wellbeing tourism segments in Finland. Tourism Review.
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Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: a review of website
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Li, M. and et. al., 2011. Segmenting Chinese outbound tourists by perceived constraints. Journal
of Travel & Tourism Marketing. 28(6). pp. 629‐643.
Morrison. A. M., 2013. Marketing and managing tourist destinations. Routledge.
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Park, J. and Oh, I. K., 2012. A case study of social media marketing by travel agency: The
salience of social media marketing in the tourism industry. International Journal of
Tourism Sciences. 12(1). pp.93-106.
Thakran, K. and Verma, R., 2013. The emergence of hybrid online distribution channels in
travel, tourism and hospitality. Cornell Hospitality Quarterly. 54(3). pp.240-247.
Victor, T. C., Middleton. K. L. and Clarke, J. R., 2012. Marketing in Travel and Tourism.
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Online
What Is Promotional Mix in Marketing?. 2017. [Online]. Available through:
<https://www.thebalance.com/what-is-promotional-mix-2295546>. [Accessed on 31st
July 2017].
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