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Marketing in the Travel and Tourism Industry

Marketing in the Travel and Tourism Industry

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Marketing in the Travel and Tourism Industry

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  1. Marketing in the Travel and Tourism Industry BTEC Travel and Tourism

  2. Definition • Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit • Firstly, travel and tourism organisations must understand their customers’ demands. This is the ‘anticipating’ and ‘identifying’ part of the definition

  3. Marketing Research • Anticipating and identifying demands depends on effective marketing research • Research into the existing and potential market • We will look into this in detail in the Activity

  4. Marketing Research • Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on • May involve primary research – surveys, observation, questionnaires • And/or secondary research – statistics and records, quantitative and qualitative

  5. Classifying Customers • A target market consists of a whole group of potential customers, drawn from the whole population • It’s better to define the target market as a collection of ‘segments’ • Each segment will have different characteristics • Each segment’s needs and wants must be satisfied

  6. Market Segmentation • In the domestic tourism market the following segments may be involved: • VFR (look for a definition of this term during the Activity) • General business tourism • Holidays and breaks pre-family • Long holidays • Activity holidays • Group holidays

  7. Marketing Mix • The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services: • Traditionally 4 elements of the mix – Product, Price, Promotion and Place • In the modern travel and tourism industry it’s usual to look at 6

  8. Elements of the Marketing Mix Product or service • Quality • Value • Lifecycle • Perishability • Differentiation • Niche

  9. Elements of the Marketing Mix Price • Seasonality • Strategies • Competitor analysis • Loss leadership • Skimming

  10. Elements of the Marketing Mix Promotion • Advertising • Endorsements • Sponsorship • Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases • To gain attention/interest/desire/action

  11. Elements of the Marketing Mix Place • Channels of distribution • Getting tourism services to customers • Retail services such as travel agents • Direct marketing through targeted mail outs • Electronic methods, such as using the Internet • The growth of technology

  12. Elements of the Marketing Mix People • Employees • Management • Culture of organisation • Attitude to customer service

  13. Elements of the Marketing Mix Planning • Mission statements • Deciding on objectives • ‘What are we trying to achieve?’ – profit, cut the competition, boost share of market, enter new markets and so on