Marketing in Travel and Tourism Report

This report comprehensively examines marketing within the travel and tourism sector, using Thomas Cook Plc as a primary case study. It delves into core marketing concepts, analyzing their impact on businesses and destinations like Egypt and Morocco. The report explores the influence of the marketing environment (political, economic, social, technological) on consumer motivation and demand. The importance of market research and strategic marketing planning is highlighted, along with the influence of marketing on society (economic, socio-cultural, environmental, and cultural aspects). A detailed examination of the marketing mix (product, price, place, promotion) and service sector mix elements is provided. The concept of the total tourism product is discussed in relation to Thomas Cook's integrated approach. Finally, the report outlines an integrated promotional campaign for Thomas Cook, emphasizing the importance of a clear message, appropriate channels, consistent branding, and effective teamwork.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The core concepts of marketing for the travel and tourism sector...................................1
1.2 The impact of the marketing environment on individual travel and tourism businesses and
tourist destinations..................................................................................................................2
1.3 The factors affecting consumer motivation and demand in the travel and tourism sector3
1.2...........................................................................................................................................4
TASK 2............................................................................................................................................4
2.1 and 2.2 The importance of market research and strategic marketing planning for a selected
travel and tourism business or tourist destination..................................................................4
2.3Influence of marketing on society.....................................................................................5
TASK 3............................................................................................................................................6
3.1 Issues in the product, price and place elements of the marketing mix.............................6
3.2 Importance of service sector mix elements to the travel and tourism sector....................7
3.3 Concept of the total tourism product in terms of Thomas Cook Plc................................8
TASK 4............................................................................................................................................8
4.1...........................................................................................................................................8
4.2 Integrated promotional campaign for Thomas cook........................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travel and tourism industry in UK is among the fastest growing industry in the world.
Marketing is the indispensable component of the industry. With the effective marketing,
exchanges between the visitors (The demand side) and the destinations, tour operators and travel
agents(The supply side) can be initiated in the significant way. Morocco and Egypt are the
treasure trove of nature and wildlife. In this report the concepts of marketing, their relevance and
implications are discussed in the context of Morocco and Egypt. This report throws light on the
promotional campaign by the leading tour operator in UK, Thomas Cook for these prestigious
destinations.
TASK 1
1.1 The core concepts of marketing for the travel and tourism sector
Showcasing the offerings of the nation in the very precise and influence manner to the
countrymen and the people residing cross border attracts the large stream of visitors (Uzama,
2009). For that purpose these core concepts need to be taken into consideration:
Needs: In the era of rigorous competition, to bring relaxation people seeks the movement
towards the desired location. The market identifies the needs and the basic requirements and
makes efforts to meet them. The basic needs of the customers in the travel and tourism for the
destinations are accommodation, food and financial services. Thomas cook has made the
facilities for the travelers in this context (Pike, 2005).
Wants: Thomas cook has the customers from around the globe has different wants and desires
with respect to the travel options, accommodation facilities, food delights, entertainment options
and other services such as the financial services and ticketing facilities. Tomas cook has the
varied options for this.
Expectations:
Demands: Analyzing and make operations as per the demand are the fundamental section of the
marketing for travel and tourism sector. The organization makes the assessment of target
customers, target market and build strategies according to the different sections.
Profit: This concept refers to the projection of profitability by the organization Thomas Cook
after meeting all the expenses incurred in the marketing (Hall and et.al., 2012).
Market: This refers to the potential customers for the organization. Basically there are two types
of market direct and indirect. Direct market includes the targeted audiences and customers and
1

the indirect market includes the intermediaries. For Thomas Cook the direct market is for the
travelers and patrons and the indirect market comprises the suppliers of the accommodation,
hotels, entertainment industry and the financial service providers.
Relationship and Networking: The fundamental requirement of marketing is construction of
relations with the customers and the supplier to increase the market hold. Building the satisfying
relationship with the distributors and patrons retain them for longer duration of time. This can be
enhanced by delivering the products of high quality and giving them good service at fair pricing.
1.2 The impact of the marketing environment on individual travel and tourism businesses and
tourist destinations
Marketing environment has the considerable impact on the business of Thomas Cook and
to attract the visitors to explore the colossal monument of Egypt and unique and intriguing places
at Morocco.
Political environment: The government of Egypt and Morocco welcomes the patrons to explore
the astonishing beauty by liberalizing the rules and regulations in the context of visas and other
formalities while entry. Further, the legislative heads attracts the investments by giving the
business opportunities to the traders by easing the norms in formal agreements (Pan, B.,
MacLaurin and Crotts, 2007). It enhances the tourism in country with the increase in revenue
generation and tourists visits.
Economic Environment: The economic conditions of Egypt and Morocco has significantly
improved since 2003 after the economic reforms undertaken by the Government by liberalizing
the economic policies. The drastic slashing of customs and tariffs has favored the tourism and
travel industry to enter with ease in the nation. This is beneficial for both the destination and tour
operators who are organizing the trips to these nations. It helps in making strategies and policies
to attract more number of visitors in the country.
Social factors: this comprise the preferences and choices of the local people and the visitors.
Marketing is done by keeping this factor inconsideration. Thomas co0ok plan the trips and form
the packages by considering the choices of people and the social norms of the destination. There
degree of liberalization affects a lot in the marketing strategies adopted by the operators and the
tourist destination. For instance, Egypt and morocco is the land of ancient civilization and people
aspires to explore the magic, mystery and pleasure (Hudson and Ritchie, 2006). Thomas cook
has planned the packages keeping that in mind.
2

Technological factors: The increased globalization has triggered the marketeers to connect with
larger stream of people in the most effective manner. The advancement of the technology in the
communication and the marketing helps in building better constructs with the customers. For
instance, by viral marketing, linkages with the suppliers on the the virtual platform, interfacing
with customers by showing the packages and facilities through virtual tours on websites makes
them understand better about the facilities provided by the operators. It enables to process all the
operations in more lucrative way.
1.3 The factors affecting consumer motivation and demand in the travel and tourism sector
With the evolution of the travel and tourism sector in various dimensions the demand and
supply perspective has been changed a lot (Kim and Prideaux, 200). The consumers' motivation
and demand depends upon so many factors. The dynamism in demand is due to so many reasons,
to fulfill the needs of customers and travelers the suppliers and the operators are increasing the
standard of services. It has enhances the competition in the industry to the large extent. The key
factor affecting the consumers preferences are as follows:
Internet: The increased connectivity between people has enabled the customers and the patrons
to seek the information in the better and precise way from the range of sources. That helps them
in taking the optimum decision by analyzing the all the points in consideration. Egypt and
Morocco are one the prestigious tourist destinations in the world. The information related to the
places, the operators and other facilities can be availed from the internet. The degree of impact
fullness of the marketing decides the quantum of visitors (Okumus, Okumus and McKerche,
2007).
Attract and Entertainment: Each country is endowed with the number of resources to attract the
visitors. It can be the scenic beauty, the archaeological heritages, the spectacular water places or
the colossal monuments. The country enriched with such resources become successful in
attracting the tourist to the great extent. Egypt and Morocco are the desirable destination in the
context of the tourism. The country are enriched with such resources.
Budgets: The people with high disposable income likes to move to other places on the frequent
basis but the people with the low budgets also doesn't limit themselves from vising new places.
Keeping that in mind, Thomas cook has designed the holiday packages with the range of budgets
and choices. Even in low budget packages all the facilities are included (Evans, Stonehouse and
Campbell, 2012).
3

Range of options: The customers seeks to choose the operator that provides the range of
facilities in one packages. Considering that Thomas Cook provides all the facilities such as the
range of options for the accommodation, food delights, the financial services, airport facilities
and the transport and travel options.
1.2
Marketeers choices different strategies to promote their offerings. For that purposes the
effective strategy is used the market segmentation. The division of market into different sections
and promoting the product and services in the different ways is known and the market
segmentation. Thomas Cook utilizes this strategy and promote the packages in different
countries in different ways. Markets can segmented in four ways:
Geographic: The market are divide on the basis of geographical divisions and political
boundaries.
Demographic: The choices and preferences of people are subjective in nature hence the
marketing is done on the basis of different demography with different perspective. The market
division on the basis of the age, gender and income is demographic segmentation (Xiang and
Gretzel, 2010).
Psychographic: The market division on the basis of the different social stature, lifestyle and
choices of the psychographic segmentation.
Behavioral : In this the market is segmented on the basis of the behavioral aspect of p[eople.
Keeping all these factors in mind the marketing strategies are made. For instance, the
marketing plan is made according to the geographical divisions. The plan made for the Egypt
will be different from the plan made for Maldives. Egypt is enriched with the ancient monument
and olden civilization whereas Maldives is endowed with the scenic beauty of lakes and coasts.
The promotion strategy is build according to this only. Further, sometimes the places are are
developed for the tourism for the specific demography (Law, Leung and Wong, 2004). Egypt is
the place of attract for the researches to save the mysteries and to explore the beauty of colossus
monuments. Thomas Cook has prepared the distinguished marketing plan to attract the larger
number of people.
4

TASK 2
2.1 The importance of market research and strategic marketing planning for a selected travel and
tourism business or tourist destination
In the era of fierce competition the organization enters the market with the effectual
marketing strategy to capture the attention of larger number of people to provide their offering
and there services. For that purpose the market research and the strategic planning plays the key
role. It benefits the tour operators in different aspects and dimensions (Baloglu and Pekca, 2006).
Knowing the scenario: Before entering into the market, the well aware of the market scenario
helps in establishing in the market in the very effective manner. Market research enables the
operators to know the market trends such as the share this industry holds, the customer's choices
and preferences. The competitors for the organization operation in the4 same industry, the
technological aspects and other related helps in understanding the nature of industry in particular
market.
Networking and connectivity: Strategic marketing planning helps in building the better
connectivity with the suppliers and the distributors. It helps to know the possible linkages to
avail the better opportunities (Crooks and et.al., 2011). The suppliers and the distributors at the
market helps in creasing the transaction exchanges between the visitors and the tour operators.
Thomas cook identifies the lucrative linkages with the accommodation facilitators of different
varieties such as villas, cottages, apartments and hotels. Further, by building networking with the
airlines, financial service providers, airport terminals, entertainment and adventure companies
and other enjoyment zones increases the profitability of Thomas Cook.
2.2 The relevance of marketing research and market information to managers in the travel and
tourism sector
Knowing all the perspectives and the aspects of the market enable the operator to
implement the plan and strategies made in the very effectual way.
The strategic marketing planning is an effective tool in realizing the customers needs and
requirements and having the comparative advantage over the competitors by providing the
distinguished products and services. With the cognizance of the market scenario and the factors
affecting the profitability, Thomas Cook group bring together all the components and element to
satisfy the customers need (Hankinson, 2005). The combination of the market research and the
strategic planning is the optimum method to motivate the smooth functioning of the group.
5

2.3 Influence of marketing on society
Marketing done by the organizations, tour operators and Government along with
attracting the visitors it imparts the different impact on the society.
Economic aspects: Marketing and promotions capture the attention of visitors from around the
world. This helps in generating the revenues and promotes the economic growth in the country.
It improves the balance of trade and payments of the country. Since 2003, the economic reforms
and the promotion of tourism in the country has improved the economic condition of Egypt in
the significant manner (Dolnicar, 2005). It also trickles down to the increment in the disposable
income of people. Economic benefits are availed by all the agents in the chain of the networking
such as the tour operators, travel agents, suppliers, distributors and other. Their profitability
enhances to the large extent.
Socio-cultural benefits: The marketing done by the tour operators and the Government increases
the awareness about the assets of the nation to the outsiders and the countrymen as well. It
promotes the domes tourism as well. This encourages the tendency of conservation of the nations
assets (Floyd and et.al., 2004).
Environmental impacts: Along with the positive impacts the marketing also induces some
negative affects to the nations. For instance, the larger number of visitors to the nation increases
the density of the place that leads to the environmental damage on various dimensions such as it
increases the pollution due to increase in transportation, the waste and refills at the public and
tourist places. Further, with the immigration of people from different countries also induces the
threat of health issues (Holloway, 2004).
Cultural impact: The marketing done in respect with increasing the tourism in the country also
impart the significant impact on the culture of the nation. For instance, the commercialization of
culture leads to the loss of its authenticity and that leads to the transition in the perceptions and
opinion of people.
TASK 3
3.1 Issues in the product, price and place elements of the marketing mix
Thomas cook is operating at the destinations around the globe. The group is the cognizant
of the factors and the needs of the customer and market to establish its prominent position in the
market. For that purpose it has the team of specialists and the expertise to create the effectual
marketing mix that can avail the group lucrative benefits.
6

Product: Keeping in mind the varied choices of the travelers and patrons Thomas cook has
launched the different packages for them (Richardson and Fluker, 2004). It has the availability of
the different holiday packages with different destination, thematic and featured tours, the
packages for the different group of people such as for kids are the kids fun tour and Disney tour,
tours, for the nature lovers and the one who seek to explore the archaeological assets. Further,
along with the packages the group provides other services such as the financial services, ticket
booking facilities, the tour insurances and also provides the entertainment options such the
gaming and fun options.
Price: For the people of the different choices of the package budgets, Thomas cook has the
packages based on the requirements such as the silver gold and premium. The group has made
the packages by adjusting the facilities as per the price of the budgets. Further, due to the
differences in the exchange rates, tariffs and taxes the prices are adjusted in different countries to
make the price structure optimum (Gooroochurn and Sugiyarto, 2005).
Place: Thomas cook is operating around the globe at various destinations. Primarily located in
UK. It also gives its services in the trans-Atlantic regions. It has its few zonal headquarters in
different continents (Li and Petrick, 2008). Keeping in consideration the different political, social
and economic environment, the group enters the market and plan out the things as per the
suitability.
Promotion: The group creates different promotional plan for the campaigning in different
regions. By selection the appropriate marketing tool and strategy the group caters the attention of
the target customers. By adopting the different promotional strategies such as the viral
marketing, campaigning through the newspapers and templates, by increasing the connectivity
with the suppliers and distributors, the group enhances the networking and promote the offerings.
3.2 Importance of service sector mix elements to the travel and tourism sector
The other important element of the marketing mix is the service sector mix. This is the
process the organization utilizes to promote the offerings and the brand message to ther
customers. Recognized for the efficient employees and staff, Thomas Cook uses the service
marketing in well and optimum manner. It is the process in which the group communicate their
products, services and their foundation values to the travelers and the other customers.
Products: with wide stream of the products and the services the group intends to satiate the needs
of customers in the best possible way (Ashworth and Goodall, 2012). The products provided by
7

the company gives the validation of the quality standard of the offerings of the group. Customers
get the all other services related to the journey at one place. That is the USP of the group that
make its place distinguished from others.
Process: Travel and tourism is the customer centric service industry. Employees and the staff
working in the different departments are the central point of the group. The senior management
has the key focus on the efficiency and the productivity of the staff. The group hires the most
efficient and capable employees which has the intimate knowledge of the travel and tourism
sectors and the management of the operations. The group provide the personalized and the
thoughtful services at all levels such as the ticket booking, accommodation, best transport
facilities and the financial and insurance services (Mills and Law, 2013).
People: The employees and the staff of the group are direct connection to the customers and
travelers. The group seeks their efficiency at the optimum level. For that purpose the group
organizes the training programs, development sessions, international seminars, conferences and
Apprenticeships to enhance their abilities and encourage the better interaction with the patrons
and visitors.
3.3 Concept of the total tourism product in terms of Thomas Cook Plc
Tourism and travel industry does not work independently. This industry works with the
integration of several other industries (Hudson and Ritchie, 2006). It is the combination of the
accommodation, food and beverages industry, the financial services, transport system,
entertainment and other related. To satisfy the need of the customers, these industries integrate
with other sections. Total tourism products is the combination or the group of components and
elements that work to fulfill the consumer's needs and choices in all the dimensions. Thomas
cook well utilizes this model by integrating vertical and horizontally with other organizations.
The vertical integration refers to the tieing up with the organization offing similar services such
as the “My travel” with provides the adventure experiences to the travelers and the horizontal
integration with the organization such as the hotels, food industry, financial service providers
and the entertainment industry. By providing the additional services such as the travel
insurances, travel ticket booking facilities, the transport facilities and the facility of the airport
lounges for the business officials traveling in the long haul journey makes it distinguished from
others (Concept And Meaning Of Tourism Product. 2015).
8

Thomas Cook is the leading tour operator in UK with aim to make the memories by
giving them the comfortable and enjoyable trips and tours.
TASK 4
4.1 Promotional mix
Promotion refer to set of activity which make people aware and attract them to buy the
product. Promotion is function of communication which is used to inform the target customer
about the nature, types, benefits, features and price of product or services. The main objectives of
promotion are inform market about the product, increase demand and differentiate a product.
Promotion help in capture the attention of the right group of customers, educate them about
company's product and services and influence them to buy product or services. There are several
types of promotion such as advertising, personal selling, direct marketing and public relations. A
good promotional strategy help the Thomas cook in generating revenue through attract more and
more customers (Moutinho, 2011). For successful promotion process Thomas cook should
choose the most appropriate promotion method and that should be deliver a clear and compelling
message. The organization has to identify target customers and accordingly promotional channel
should select. These helps company to save its promotion expenses and to set good image of
organization in the mind of customers. These help the organization to establish itself as brand in
market. Promotion have its own advantage and disadvantage. Thomas cook has to select right
method of promotion so that message clearly understood by all target customer and it should
heavy cost to company (Kotler, Bowen and Makens, 2006).
4.2 Integrated promotional campaign for Thomas cook
Marketers have many choices, so they have to promote their product in following steps
Step 1
First of all Thomas cook have a clear understanding of who are the target audience and
accordingly develop key message so that target audience can get information about product.
Step 2
For promoting company's product it must be use that channels which connect with higher
number of people. Business also has to identify strength and weakness of that promotion channel
so that right promotion channel could be select.
Step 3
9

To maintain a consistent Look – At this stage company is required to make sure that visual
identity of the band is consistent. It is better than a logo. It helps in establishing an emotional
connection with the customers (Middleton and et.al., 2009)
Step 4
To develop clear content – Company should focus on developing a content which is easy to
understand for the consumers. The communication in the promotional message is required to be
clear and concise. It should be in integration with the different media and channels.
STEP 5
Ensuring integrated message – At this stage company should make sure that each component of
the marketing campaign must contribute in driving the traffic towards the customers. The
message is to be highly integrated and effective.
STEP 6
Team work
Another big requirement for integrated marketing campaign is team work between the marketing
team. It is to be assured that all members should work in synchronization and in coordination.
They should cover each other strengths and weaknesses.
CONCLUSION
Marketing plays the crucial role n the travel and tourism industry. Various tools adopted
in the marketing enables the industry to attract the larger stream of visitors to the country and
place. Analyzing the core concepts of marketing and the factors affecting the travel and tourism,
Thomas Cook makes the effective market segmentation and builds the strategic marketing plan.
The group well utilizes the elements of the marketing mix, the product mix and the service mix
and provides the optimum level of services to the patrons. By providing the varied range of the
products and the packages the group satiates the desires and needs of the customers in all
respects. It has the good total tourism product with the optimum level of integration with other
organization vertically and horizontally in other industries.
10

REFERENCES
Books and journal
Ashworth, G. and Goodall, B., 2012. Marketing tourism places (Vol. 2). Routledge.
Baloglu, S. and Pekcan, Y.A., 2006. The website design and Internet site marketing practices of
upscale and luxury hotels in Turkey. Tourism Management. 27(1). pp.171-176.
Crooks, V.A., Turner, L., Snyder, J., Johnston, R. and Kingsbury, P., 2011. Promoting medical
tourism to India: Messages, images, and the marketing of international patient
travel. Social Science & Medicine, 72(5). pp.726-732.
Dolnicar, S., 2005. Understanding barriers to leisure travel: Tourist fears as a marketing
basis. Journal of Vacation Marketing. 11(3). pp.197-208.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Floyd, M.F., Gibson, H., Pennington-Gray, L. and Thapa, B., 2004. The effect of risk
perceptions on intentions to travel in the aftermath of September 11, 2001. Journal of
Travel & Tourism Marketing. 15(2-3). pp.19-38.
Gooroochurn, N. and Sugiyarto, G., 2005. Competitiveness indicators in the travel and tourism
industry. Tourism Economics. 11(1). pp.25-43.
Gretzel, U. and Yoo, K.H., 2008. Use and impact of online travel reviews.Information and
communication technologies in tourism 2008. pp.35-46.
Hall, C.M., Timothy, D.J. and Duval, D.T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hankinson, G., 2005. Destination brand images: a business tourism perspective. Journal of
Services Marketing. 19(1), pp.24-32.
Holloway, J.C., 2004. Marketing for tourism. Pearson education.
Hudson, S. and Ritchie, J.B., 2006. Film tourism and destination marketing: The case of Captain
Corelli's Mandolin. Journal of Vacation Marketing. 12(3). pp.256-268.
Hudson, S. and Ritchie, J.B., 2006. Promoting destinations via film tourism: An empirical
identification of supporting marketing initiatives. Journal of Travel Research. 44(4).
pp.387-396.
Kim, D.Y., Lehto, X.Y. and Morrison, A.M., 2007. Gender differences in online travel
information search: Implications for marketing communications on the internet. Tourism
management. 28(2). pp.423-433.
11

Kim, S.S. and Prideaux, B., 2005. Marketing implications arising from a comparative study of
international pleasure tourist motivations and other travel-related characteristics of
visitors to Korea. Tourism Management. 26(3). pp.347-357.
Kotler, P., Bowen, J.T. and Makens, J.C., 2006. Marketing for hospitality and tourism (Vol.
893). Upper Saddle River, NJ: Prentice hall.
Law, R., Leung, K. and Wong, R., 2004. The impact of the Internet on travel
agencies. International Journal of Contemporary Hospitality Management. 16(2).
pp.100-107.
Li, X.R. and Petrick, J.F., 2008. Tourism marketing in an era of paradigm shift. Journal of
Travel Research. 46(3). pp.235-244.
Middleton, V.T., Fyall, A., Morgan, M. and Ranchhod, A., 2009. Marketing in travel and
tourism. Routledge.
Mills, J. and Law, R., 2013. Handbook of consumer behavior, tourism, and the Internet.
Routledge.
Moutinho, L. ed., 2011. Strategic management in tourism. CABI.
Okumus, B., Okumus, F. and McKercher, B., 2007. Incorporating local and international
cuisines in the marketing of tourism destinations: The cases of Hong Kong and
Turkey. Tourism Management. 28(1). pp.253-261.
Pan, B., MacLaurin, T. and Crotts, J.C., 2007. Travel blogs and the implications for destination
marketing. Journal of Travel Research. 46(1). pp.35-45.
Pike, S., 2005. Tourism destination branding complexity. Journal of Product & Brand
Management. 14(4). pp.258-259.
Richardson, J.I. and Fluker, M., 2004. Understanding and managing tourism. Pearson Education
Australia.
Uzama, A., 2009. Marketing Japan's travel and tourism industry to international
tourists. International Journal of Contemporary Hospitality Management. 21(3). pp.356-
365.
Xiang, Z. and Gretzel, U., 2010. Role of social media in online travel information
search. Tourism management. 31(2). pp.179-188.
Online
Concept And Meaning Of Tourism Product. 2015. [Online]. Available through:
<http://marketinglord.blogspot.in/2012/10/concept-and-meaning-of-tourism-
product.html>. [Accessed on 10th December, 2015]
12