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Marketing in the Travel and

Tourism Industry

BTEC Travel and Tourism

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Definition

Marketing is about anticipating andidentifying the wants and needs of a

target market of consumers thensatisfying those needs in order to makea profit

!irstly travel and tourism organisations

must understand their customers"demands# This is the $anticipating" and

$identifying" part of the definition

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Marketing %esearch

&nticipating and identifyingdemands depends on effective

marketing research %esearch into the e'isting and

potential market

(e will look into this in detail inthe &ctivity

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Marketing %esearch

Classifying customers according tosocio)economic status lifestyle family

circumstances gender and so on May involve primary research * surveys

observation +uestionnaires

&nd,or secondary research * statisticsand records +uantitative and+ualitative

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Classifying Customers

& target market consists of a wholegroup of potential customers drawn

from the whole population It"s better to define the target marketas a collection of $segments"

Each segment will have different

characteristics Each segment"s needs and wants must

be satisfied

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Market -egmentation

In the domestic tourism market thefollowing segments may be involved.

/!% 0look for a definition of this termduring the &ctivity1

2eneral business tourism

3olidays and breaks pre)family

4ong holidays &ctivity holidays

2roup holidays

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Marketing Mi'

The way in which current and potentialcustomers" demands are satisfied

depends on the marketing mi' of theorganisation"s products and services.

Traditionally 5 elements of the mi' *6roduct 6rice 6romotion and 6lace

In the modern travel and tourismindustry it"s usual to look at 7

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Elements of the Marketing Mi'

6roduct or service

8uality

/alue

4ifecycle

6erishability Differentiation

9iche

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Elements of the Marketing Mi'

6rice

-easonality

-trategies

Competitor analysis

4oss leadership -kimming

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Elements of the Marketing Mi'

6romotion

&dvertising

Endorsements

-ponsorship

Methods * use of different media

brochures,leaflets public relationssales promotion press releases

To gain attention,interest,desire,action

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Elements of the Marketing Mi'

6lace

Channels of distribution

2etting tourism services to customers %etail services such as travel agents

Direct marketing through targeted mailouts

Electronic methods such as using theInternet

The growth of technology

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Elements of the Marketing Mi'

6eople

Employees

Management

Culture of organisation

&ttitude to customer service

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Elements of the Marketing Mi'

6lanning

Mission statements

Deciding on ob:ectives

$(hat are we trying to achieve;" *profit cut the competition boostshare of market enter newmarkets and so on