Exploring Marketing Strategies for Travel and Tourism Sector 2017

This presentation delves into the marketing aspects of the travel and tourism sector, specifically focusing on Thomas Cook's summer 2017 holiday package launch to Morocco and Egypt. It examines the challenges related to the product, price, and place elements of the marketing mix, emphasizing the importance of service sector mix elements in enhancing brand image and customer satisfaction. The presentation further applies the concept of the total tourism product, highlighting how businesses can combine various services to create a comprehensive and satisfying customer experience. It concludes that effective marketing is crucial for promoting travel products and services, influencing customer choices, and ensuring business success in the competitive tourism industry. Desklib provides resources and study tools for students in this field.

MARKETING
IN
TRAVEL And TOURISM SECTOR
TASK 3

Introduction
Marketing in travel and tourism refers to promotion and sales of wide
range of services offered under this sector. In order to promote the
services, Thomas Cook can use various marketing tools like,
advertisement, sales promotion, personal selling, public relation etc.
In this presentation, the various problems in product, price and place
components of marketing mix will be studied. The significance of
service sector mix elements in travel and tourism sector will be
considered.

3.1 Discussing the issues in product, price and place
elements of marketing mix
The marketing mix refers to mix of important components of
companies , product, price, place and promotion to plan powerful
marketing strategies and reach the potential customers effectively.
Thomas Cook is planning to launch its summer 2017 holiday
package to Morocco and Egypt, it is important for company to pay
more focus to main elements of marketing. The marketing mix will
help company in allocating the limited resources and plan its
marketing activities according to the developed benchmarks.
However, there are several problems that can be faced by
marketing executive in relation to the main components of
marketing, in target market of Morocco and Egypt

Continue..
 Product: It refers to range of products and services offered
by Thomas cook to fulfil the needs and expectations of
customers. Therefore, company offers intangible travel and
tourism services to its prospective customers.
 Price: It refers to the amount the customer is needed to pay
for the services offered by Thomas Cook.
 Place: It refers to area or location where services are
rendered by company. It is place where customer can obtain
the offerings of business.

Marketing mix elements

 3.2 Importance of service sector mix elements in travel and tourism
sector
The service sector mix elements can be defined as the collection of
different elements of service marketing that help Thomas Cook to
communicate its brand image and promotional message to potential
customers. Further, service marketing of Thomas Cook is interactive
marketing which means the company do adjustment in its services after
deciding the preference and needs of customers. Thereafter, constant
betterment is done in the quality of services to maintain the brand image
in different market. The service sector mix elements help organization to
provide effective services. To ensure success of marketing campaign
and increase the sales of new tour package , Summer 2017 to Morocco
and Egypt, company can take assistance of additional elements of
service mix.

Service Sector Mix Elements
Traditional elements Additional elements of
service marketing
Service People
Place Package
Price Programming
Promotion Partnership

 3.3 Applying the concept of total tourism product to
individual tourism business
The total tourism product refers to combination of various services offered by Thomas
Cook to prospective customers to enhance their experience. Broadly, there are two types
of tour package offered by company, specific and total level. With the aid of specific
level services, company offer distinct service like, sight seeing only. Further, the total
tourism product help company in providing entire tour experience to customer from the
start of journey to the end. In this respect, company book airline tickets (both departure
and return), accommodation, resorts, leisure activities like, Spa, theme park etc. as per
the specifications of customers. Therefore, company may buy different service from
reputed suppliers to offer best and qualitative services that will maximize the customers
satisfaction. Total tourism product help company in providing best service at affordable
cost within the comfort zone to customer

CONCLUSION
In a nutshell, it can be said that marketing plays a significant role in promoting
the travel products and services of tour operator in the contemporary
environment as it will result in promoting their travel product and services in the
effective and efficient manner. Furthermore, it can be stated that there are
various factors that mainly influences the customers and visitors who are
selecting their services and holiday packages.

REFERENCES
Belch., 2013. Advertising and Promotion. 6th ed. Tata McGraw-
Hill Education.
Bennett, R. and Thiele, R. S., 2004. Customer satisfaction should
not be the only goal. Journal of Services Marketing. 18(7). pp.514 –
523.
McStay, A., 2013. Creativity and Advertising: Affect, Events and
Process. Routledge.
Vilanilam, V. J., and Varghese, K. A., 2004. Advertising Basics!: A
Resource Guide for Beginners. SAGE.

THANK YOU