Marketing and Tourism

Why Branding Matters

 5 Ps of Marketing

 Product - service element, branding

and tangible objects
 Price - discounting, best value
 Place - push/pull strategies, direct sales
 Promotion - advertising, brochures
 People - travelers and tourists
 Key Marketing Concepts

 Objective for tourism is positioning -

product’s place in the consumer’s mind
with regard to the competition
 Positioning Maps - for hotels with low to
high price & service axiom quadrants
 Stages of product life cycle -
introduction, growth, maturity, decline;
different consumers at all stages
 Branding: Identification through
differentiation

Product PLC Stage Consumer Mktg Prog

Summer Mature Mid Maj Promo, re-
Holidays Families launch des
Long haul Intro Innovators Promo for
holidays Outer awareness
directed excitement
Fly-drive Growth Families Promo
holidays New exp Safety
Branding for International Consumers

Sector Example Comments

Destinations Spain - Up-mkt, cultural
Passionate experience
Transport British Air - Reliability &
World’s favorite customer service
airline
Attractions Disney Paris Children
Tour Operator Sustainable Environ. tourist
Accommodation MGM Vegas Ent & gaming
 Price must relate to expectations:
Airlines

Product Customer Expectations

1st Class Hi economic & Hi service, big
social status seats
Business Med/hi soc-ec hi business
Class status service
Families, low Low service,
Coach to medium limited menu,
soc-ec status small seats
 Place

 How travelers access information,

reservations
 Push to retailers and wholesalers
 Pull to individual consumers; Internet
 Promotion

 PR - create favorable impression

 Brochures - initiate sales
 Advertising - audience reach, TV, mag
 Sales Promotion - trial and repeat
 Personal Selling - agents, hotel concierge
 POP Materials - themes, “Irish Holiday”
 Direct Mail - database customization
 Tourists and Travelers

 Who is traveling?
 What are their travel needs and
expectations?
 What is their travel budget?
 Where will they travel?
 Why are they traveling?
 How long will they spend traveling?
 Discussion Question

 Using this mix of the 5 Ps, how would

you create a tour of the California Wine
Country?