You are on page 1of 11

TRAVEL & HOSPITALITY MARKETING

SUBMITTED TO – DR. SANTOSH UPADHYAY

SUBMITTED BY – PAWAS CHATURVEDI

SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT

I take this opportunity to express my heartfelt gratitude to the people who have been instrumental in the successful completion of this project. I am grateful for their constant support and help. Without his encouragement and guidance this project could not have materialized. Santosh Upadhyay.ACKNOWLEDGEMENT Apart from the efforts of me. our Travel & Hospitality Marketing teacher.PAWAS CHATURVEDI SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . the success of this project depends largely on the encouragement and guidelines of many others. I feel motivated and encouraged each time I attend his lecture. . I cant say thank you enough for his tremendous support and help. The guidance and support received from all who contributed to this project. I would like to show my greatest appreciation to Dr. was vital for the success of the project.

The tourism product is the sum of all the factors in an area that can result in consumer satisfaction. and determining the consumers´ preferences could be difficult. Tourism is an intangible product that cannot be transferred from one consumer to another. and the consumer relies on pre-purchase information to make his decisions because he has no option to see. In doing so. The markets also vary widely. can be seen as the raw materials of the tourism product. Characteristics  Tourism marketing differs from marketing in other sectors because of certain characteristics of the tourist product. electricity. An area´s natural attractions. Many different producers are involved to create and market the product. Definition  Tourism marketing refers to the organized. distribution. Tourism marketing is the application of marketing concepts in the travel and tourism industry.TOURISM MARKETING Marketing means achieving the firm´s goals by identifying the needs and desires of consumers. Demand is seasonal and motivations of consumers vary widely. Consumption happens at once. A tourist or his travel agent combines the different components to get his own tourist product. national or local area to achieve growth in tourism by maximizing the satisfaction of tourists. transport and communication. Tourism marketing could be complex due to the product being an amalgam of many different industries such as accommodation and transportation. Product  The tourism product includes all the experiences of a tourist from when he leaves his home to when he returns. Other aspects that can help achieve tourist satisfaction include amenities such as water. inspect. and then satisfying them better than competitors. combined efforts of the national tourist bodies and/or the businesses in the tourism sector of an international. including climate. the tourist bodies and businesses expect to receive profits. promotion and SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . history and culture. compare or try out the product beforehand. Intermediaries such as travel agents have a strong control over product design.

Marketing strategy seeks to reach the target markets using promotion. even in times of an economic recession. also known as segmentation. resort exterior and meals. Louisiana was given $15 million from British Petroleum to promote tourism after the 2010 oil spill crisis. advertising. internal and word-of-mouth. and even feel. Such marketing efforts are usually not cheap. boasting of its benefits and making promises. Word-of-mouth communication occurs informally when visitors or employees discuss their experiences of the tourism product to others. resulting in the use of shortrun marketing methods. photos show not only basics such as the terrain. They want to use such photos as a preview of what to see. is the job of a tourism marketing executive. Internal marketing communication occurs when the tourism service provider makes contact with the tourist and delivers the promised benefits. Market research seeks to understand the consumer. historic ruins or lush forests. Analysis and selection of target markets. As such. Customers want a clear idea of what to expect when stepping foot in a new location. Features of tourism marketing Enticing people to visit an exotic tropical destination. Communication  Marketing communications occur in three ways: external. but also show people experiencing certain emotional reactions like SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . pricing and distribution. bright photos and videos more than other industries such as software and finance. means studying potential customer groups and selecting only certain groups whose needs and wants can be best met with a certain producer´s product. Visual Medium  Tourism relies on vibrant. when visiting. External marketing uses formal communication channels to promote the tourism product to the 4raveller. For example. Tourism marketing employs several techniques to entice visitors to its sandy shores. Features  Tourism marketing involves several steps.pricing. according to Bloomberg Businessweek. High fixed costs are often involved. while product development aims to meet his needs.

Tourism marketing already engages in a common practice known as "market segmentation. cities or institutions change their marketing pitch to advertise low prices. happiness and a connection with their significant other. Valentine's Day is a prime example. single hikers scaling mountains. Hotels began touting their water-saving efforts and how their restaurants use locally grown produce. tourism marketing crosses several different industries: the city. "Tourism Marketing: A Collaborative Approach. match the needs of its customers. newspaper ads and Internet banners show a proliferation of Caribbean resort advertisements. Lifestyle and Demographics  Companies use marketing to show how their destination fits with a customer's current lifestyle. Instead of touting a certain feature on the front page. "Wine. the same hotel will show images of couples enjoying a glass of wine at its intimate and most expensive restaurant. During times of fewer visitors. The marketing pitch is also adjusted around specific holidays. Tourism marketing spends ample resources on photo quality. For example. they will likely throw a low price at the viewer. Alan Fyall and Bryan Garrod note this in their book. television commercials. Because images are powerful storytellers. As summer approaches and kids are out of school. The growing environmental movement compelled a new tourism wave called "eco-tourism." which pitches specific features to attract a certain audience.relaxation. During off seasons. airlines and hotels often work together in their marketing efforts. Colin Michael Hall explains in his book. Collaboration  Although many institutions market their services to gain a competitive advantage over the other. Instead of showing independent. they usually take up more space on brochures and websites than text." Marketing efforts attempt to show how these green activities. a theme park resort boasts its variety of bars and clubs for adults. Seasonality  The marketing efforts are significantly different depending on the time of year." that industries face significantly more hurdles. the same building can appear very differently depending on the camera's resolution and the software used to retouch them. Food and Tourism Marketing." They explain that SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . such as cycling and farming.

and an unpleasant experience with a customer service employee can result in bad publicity. town or city welcome centers and local tourism associations and offices. Follow the eight Ps in marketing tourism to create a successful tourism business. The success of a tourism business largely depends on the customer's satisfaction with services such as transportation. Promote products and services to raise public awareness and allow customers the opportunity to purchase the products and services. the product is similar to a service as some aspects of the product offer experience. Word-of-mouth advertising is a large part of the tourism industry.working with several institutions instead of engaging in the traditional adversarial relationships makes all institutions better off. and is available at a reasonable price. Tourism is a service-based industry. rather than tangible items. Product  In the tourism business. offering intangible services such as history or beauty of a destination. rather than offering an intangible product such as an appliance. travel shows. food. Customers are likely to share their travel experience with friends and family. People  Customer service is an essential part of tourism marketing. service or product. Ideas for tourism products promotion are tourist information centers. Promotion  Promotion is a fundamental part of any marketing strategy. accommodations and cultural experiences. whether the experience was good or bad. which satisfies a customer's need. Eight P’s in marketing tourism Marketing is the creation and promotion of an idea. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . airports.

SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . positioning and market share. As a marketing strategy. Distribution of most tourism products occurs through travel agents. competition.Partnership  Partnering with companies which share similar business objectives. tour wholesalers and tour operators. The price of a tourism package should include profit maximization. survival. find new and beneficial places to sell the product. attractions and accommodations combined in one purchase for customer convenience. promotes cross selling of products and ultimately benefits both companies by allowing for shared marketing costs and meeting the overall needs of the customer. Marketing plans are working documents and must be maintained. Price  Price is the amount a customer will pay for a service or product. Aside from the destination location. Most customers of a tourism business are looking for a quality experience at a reasonable price. An example of partnering is a wedding-planning company collaborating with a travel company to promote destination weddings. Place  Part of marketing a tourism product to a customer is ensuring that there is an easily accessible place for customers to purchase the product. and must be flexible depending on the combination of services offered for a particular type of trip. Packaging  A tourism package consists of a variety of services. Planning  A marketing plan is essential for a tourism business. Tourism package presentation is key. Developing a marketing plan allows a company to identify customer expectations and design a method of meeting the expectations. the tourism package is what draws in the customers due to the services offered. revised and reviewed when necessary.

Here is an easy-to-follow guide to help you write your tourism marketing plan. Make a master list of the features your area offers including lodging. Opportunities and Threats. SWOT stands for Strengths. and allocating funds to promote your area. parks.How to write a tourism marketing plan A tourism marketing plan helps guide your marketing decisions by assigning tasks. Strengths and weaknesses are internal factors that could affect your position in the marketplace (such as plentiful natural features or a lack of banquet halls). water features and other amenities that will appeal to travelers. you could attempt to increase the number of tourists who come to your area or the number of dollars each visitor spends in local shops. o 3 Create a community or area profile. For example. Create market segments based on targeted characteristics (for instance. families living in a nearby city who SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . attractions. retail shops. Weaknesses. o 2 Perform a SWOT analysis. Survey your visitors to determine who they are and what they like to do. It solidifies what you will say and how you will say it to entice potential visitors to your area. choosing marketing messages. Ask for demographic information (such as gender. o 4 Identify your target markets. A successful plan requires specific information about the people who travel to your area and what they want while they stay there. These should be broad-reaching goals your organization would like to accomplish through a marketing plan. age. income and home town) that will help you purchase the appropriate media in the right markets. Instructions o 1 Define your objectives. restaurants. Opportunities and threats represent external forces that affect your marketing capabilities (such as untapped tourism markets or an extended recession that affects tourism spending).

take day trips to your area or retired couples from a neighboring state who visit your community annually). o 6 Create your marketing strategies. find the most suitable media for sharing your travel message. Marketing without analyzing its effectiveness wastes money. Assign marketing tasks to specific personnel and determine how you will execute your marketing strategies. Don't forget to include incidental expenses such as paper (for printing letters). target day-trippers in the local newspaper or on radio. you could want to increase awareness of day-tripping opportunities in the market segment that already visits your area for day trips. where and how for each marketing task. o 5 Choose marketing objectives for each market segment. when. Create a way to measure your tourism marketing efforts (such as including a code or using a dedicated number for particular media to measure response). o 8 Write your budget. For instance. For example. Create a timeline that details who. what. For each targeted market segment. o 9 Develop an evaluation plan. o 7 Plan your implementation. Include how much you have to spend and how you plan to spend it. Most publishers and media suppliers offer demographic information to help you match your marketing points to their audience. but focus marketing efforts toward travelers from outside the area in regional magazines and tourism brochures. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT .

tourism is an industry where the customer must travel to the product (place/community) instead of the other way around. employment opportunities. rugged mountains. and may never even conceive of traveling there for recreation. deep gorges. poverty-stricken country. charming coasts and spices. The use of appropriate promotional campaigns targeted to a global audience or a specific segment of society can boost the tourism industry of a country with remarkable results. and social and cultural transformation. imperial cities. someone unfamiliar with Morocco may know the place only as a chaotic. tourism-related businesses. when promoted as a country that offers an eclectic mix of Roman ruins. For example. The development of suitable advertising and marketing campaigns is vital in creating this awareness within a target audience. desire is SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . including income generation. Awareness  The customs and charm of a particular tourist spot or a whole country can be magnified and made known through the right media. Since travel is a major factor in people's decisions on whether or not to visit a business or community.The importance of advertising & marketing for tourism The growth of tourism as an industry produces significant benefits to a country's economic development in a number of ways. Alter Perceptions  Advertising and marketing can hugely impact an audience's perception of a certain area or community. Stimulate Desire  By creating awareness and altering an audience's perception of a certain place through a consistent advertising and marketing campaign. that person may be more inclined to explore Morocco. since tourism is a service-based industry. agencies and organizations need to work together to package and promote tourism opportunities of a particular location and align their efforts to assure consistency in product quality. bustling souks. Moreover. it can be quite intangible and more difficult to market than tangible goods. However. However.

accommodation and travel into the area or community being promoted. explore its promises. Internal marketing. internal marketing must work hand in hand with external promotional campaigns to ensure continued growth and success in the industry. More desirably. Since repeat sales result from such customer experience. The specific target market is more likely to want to travel to the area. However. and gain a unique experience that they can treasure forever. the campaign is effective enough to generate actual sales and sustain a successful tourism industry. which includes creating a positive customer experience. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . An important task of advertising and marketing is to constantly stimulate this desire. creating a sense of need for the target audience to travel to the area and soak up its diverse offerings. customer service on site is important as well. Impact Sales  Effective advertising and marketing generate sales and draw more and more people to the particular tourist spot or country.awakened and stimulated. is vital to sustaining the tourism business. The audience should feel compelled to seek out information regarding activities. Generate Action/Response  An effective promotional campaign results in positive action or response from its target market.