Hospitality and

Tourism Marketing
Marketing Plan

Group 4: Travel
Services
CALDOZO, Raizza
LAVAPIZ, Sofia
LUNA, Judy
SANCHEZ, Caroline
VALENZUELA, Katrina
Mission
 Mission Statement

Globetrotters Inc. Travel and Tours is driven to

serve you well all throughout your trip and make
sure that you have the most wonderful time at your
finest choice of destination.

The company’s mission defines how committed

Globetrotters Inc. Travel and Tours are in
providing best quality service for their clients
in having a best travel experience with them.

Vision Statement
Be the best leading corporate travel agency that
provides a worry-free travel in the country.

Globetrotters Inc. Travel and Tours continues to

be excellent in service that provides a
comprehensive and package travel products to
expand their relationship with airlines, operators
and agents.

CORPORATE OBJECTIVES
Profit earning
Provide the best
quality service that
exceeds our customers’
expectations.
Ensures safety,
security and worried
free travel
Situation Analysis
The travel agent industry consists of
companies whose primary goal is to market
travel services by providing the services of
booking and arranging travel tours and
accommodations to general and commercial
clients. The services of travel agents are
primarily engaged for include reservations and
tickets for lodging and flights while
traveling, as well as arranging packaged tours
and cruises. Travel agents are also able to
arrange auto rentals, set up travel insurance,
and help with the monetary exchanges for
international travel. The revenue of the
travel agent industry is made of up the fees
charged for their services, and what services
the client requests. This industry possesses a
well-established base of suppliers. The demand
for travel agents relies on a number of
factors: economic growth, business and leisure
travel, consumer income, airline seat
availability, technological developments, and
the price of jet fuel. The primary costs this
industry has to cope with include computer
services and telecommunication services. As
many consumers are more often turning to
online booking services, computer access is
imperative, and will online services will
increase overall profitability.

Source: https://www.marketresearch.com/Consumer-Goods-
c1596/Travel-Leisure-c90/Travel-Agents-c1743/
The global online travel agent market is
expected to decline from $744.73 billion in
2019 to $595.78 billion in 2020 at
a compound annual growth rate (CAGR) of -20%.
The decline is mainly due to the COVID-19
outbreak that has led to restrictive
containment measures involving social
distancing, remote working, restriction on
cross-border travel and the closure of
industries and other commercial activities.
The entire supply chain has been disrupted,
impacting the market negatively. The market is
then expected to recover and reach $820.18
billion in 2023 at CAGR of 11.24%. Rising
possibilities of uncertain events such as
COVID-19 outbreak or natural calamities is
projected to limit the growth of the tourism
industry and online travel agents. According
to the UNWTO estimates, the global
international tourist arrivals in 2020 is
predicted to fall by 20% to 30% compared to
the previous year (2019), which translates
into a loss of $30-50 billion in travel
spending by the international visitors.
Growing initiatives by the government of
various countries to promote tourism and built
strong tourism infrastructure in order to
boost the revenues generated from the tourism
industry is a major trend propelling the
growth of the online travel agent market
during the period. North America was the
largest region in online travel agent market
in 2019. Asia Pacific is expected to be the
fastest growing region in the forecast period.
Major players in the online travel agent
market are Booking.com, Expedia, Inc., Ctrip,
TripAdvisor, Trivago, eDreams Odigeo,
Despegar, MakeMyTrip, Lastminute, and On the
Beach.

Source: https://www.prnewswire.com/news-releases/global-online-
travel-agent-markets-2015-2019--2020-2030-focus-on-covid-19-
impact-growth-forecasts-and-changes-301127842.html
 5C Analysis
Company Name: Globetrotters Inc Travel & Tours Globetrotters
Inc. Travel and Tours is a trusted travel agency in Manila,
Philippines and successfully providing the best service to
their travelers for 24 years and one of New Zealand Tourism’s
specialists. Globetrotters Inc is perceived as one of the top
travel agencies in Philippines and is accredited by IATA and
PTAA. They handle bookings from different companies or
corporate accounts. With their company’s objective which is
they would like to provide quality service for their clients
ensuring their safety and security and also a worried free
travel, their passion for travel is what drives them to
provide the best service to their customers. Since their
company is already simplified according to them, that’s why
they wanted to make it more distinct. Globetrotters Inc’s
advantage to other agencies is that they are concierge in
servicing their clients and like any other businesses, they
also encounter problems with their business partners.

The Globetrotters Inc Travel and Tours has been in

the industry for 24 consecutive years. Owing much of
COMPANY

its success to its ability to properly discern the

needs of travelers. During its early years, it
started as an exclusive reservation center for
corporate clients and as an inbound tour operator
for foreign Chinese partners. Later on, it
progressed to become an IATA-Accredited Ticketing
Agent and at the same time, it expanded its
operation as an inbound tour operator in the
provinces of Cebu and Davao. Today, as Globetrotters
continues to explore the horizons of ever changing
demands and strong competition, the organization
along with its staff, is more than eager to prove
its competence and potential; a promise of
excellence with its valued clients as witness.
 5C Analysis
COLLABORATORS
Advertisements
- Usually made by family members of the
employees.
- They don’t partner up with freelancers

Usual collaborators of Travel Agencies

- Flight Consolidators
- Tour Operators
 5C Analysis

CUSTOMERS
The customer keeps coming back to their company because of
their customer services. Customer services are important to
your business because it's retains customers and extracts more
value from them. Their target market is the companies like
Philippine Airlines (PAL), Cebu Pacific and so on.

The promotions that have been most effective in their sales

are public relations. Because public relations helps an
organization, and its publics adapt mutually to each other and
to maintain their relationship.

Due to Covid-19 the most common complains of their

customer is the airline associated complain like delays, money
refund and so on. Because of pandemic, the complain affects
the sales of their company because of the low customer demand.
 5C Analysis
Their office is the only office that can be found on the 9th
floor of the building. Because of this, they don’t have
existing competitors around. With them focusing on sure
clients than random clients, they worry less on competing with
other companies. If there’s any competitors they have, it’ll
be the boosted travel agencies or Japanese companies, but that
doesn’t concern them. They are contented with what they have,
thus there’s no need for competition.

What they think they have that other agencies don’t is their
concierge service. One of their goals is keeping in touch with
their customers, focusing on particular clients with
particular companies. They can be contacted through their mail
or sms 24/7 which gives away their customers a very open
communication anytime.

They’re not worried about competition,

but worried about substitution. An
example of this would be the improved
technology that not all of their
employees can handle well since their
ages are around 40’s.

COMPETITORS
 5C Analysis
Incentive program of the Government. Since Globetrotters
Inc. Travel and Tours is more on outbound, the travel
agency might not be included but hoping to be included in
incentive program by the government. It will be a
significant boost to be included since they also pay taxes.
Incentive programs by the government focuses more on tour
operators that Offers inbound.

Social and Economic Trends. Back then, telephones are most

widely used. Now, those who work in travel agency are old
enough resulting to disconnecting to what is trend today.
However, it challenges them to adapt what mostly people
used nowadays which are computers. Because today, all
inquiries are through emails or chats.

New Technologies. Companies around the world have rushed

to move their entire business models to new digital
realities. Consumers can experience convenience in new
CLIMATE

ways, thanks to the latest technologies. Globetrotters

Inc. Travel and Tours wanted to have what might be
applicable for them which is the BI technology (Business
intelligence tools) are types of application software
that collect and process large amounts of unstructured
data from internal and external systems, including books,
journals, documents, health records, images, files,
email, video, and other business sources. Because of
pandemic, they don’t have the capability to invest with
technology.
Marketing Strategy
 Target Market

This company targets corporate companies

and organizations. They entertain
different corporate companies and
different accounts. However, they try to
limit these number of clients because
they want to focus on sure clients –
clients that are fixed and will always
look for them rather than going through
different agencies. These type of
clients give 80% assurance of availing
their services.

This target market can rarely be found

on any social media platform. With the
use of events, they are able to connect
with this kind of target market, but
most especially being present at a Golf
Club.
Smart Marketing Goals
Smart Marketing Goals
 Budget

(Estimated budget for the plan)

Materials:
Poster
Website
Teaser
Video
Budget for Poster: P2,500
– P5,000 (Freelance Designer)
Budget for Website: P7,500
a. First-year registration of a .COM domain
name: P500
b. One year starter website hosting: P2,000
c. WordPress CMS: Free
d. Premium
WordPress theme: P5,000
Total: P7,500
Budget for Teaser Video:
450,000
a. Conceptualization and scriptwriting
b. Location
c. Crews
d. Equipment
e. Editing
Marketing Mix
 7P's of Marketing
The agency is well known for catering to large travel groups
of families, businesses, corporations, and M.I.C.E. They
focuses on giving the best price and service to their
guests/travelers. Their services include international and
domestic ticketing, visa processing assistance, hotel
reservation, travel insurance, and passport documentation. And
they are a partner ticketing agency of various airlines such
as Philippines Airlines, Singapore Airlines, Cathay Pacific,
Emirates, Qantas Airways, Asiana Air, Eva airways, and a lot
more. They do only give discounts to their loyal customers,
family of their employees and if the travel is under personal
capacity.

What They Expertise?

Adventure Tours
Busisness Tours
Bus Booking
Car / Taxi Rentals
Cruise Tours
Customize Tours
PRODUCT

Domestic Tours
Flight Booking
Group Tours
Honeymoon Tours
Hotel Reservation
Inbound Tours
Mice and Events
Outbound Tours
Package Tours
Resorts Booking
Special Interest Tours
 7P's of Marketing
Anyone who has worked with a great travel
agent will tell you that they’re worth their
weight in gold. Aside from taking the stress
out of travel planning and dealing with a
mess while you’re on the road, they can also
open doors to reservations, experiences, and
activities that you might otherwise not be
able to find on your own.

For their price, the value of

their product/services is their
PRICE

travel connections and the

effectiveness of communication,
this value makes marketing
campaign memorable and develops
an emotional link between the
marketer and target audience.
And in terms of competition
charging, they are cheaper than
others.
 7P's of Marketing
PLACE
Through the HR Management this company can be
contacted if there’s anything that their
customers need. The company doesn’t need any
promotion nor marketing as of now, but if
there’s a place that they would like for
people to notice them more would be through
Trade Shows.

With this pandemic going on for months,

there’s really no interest of hiring extra
people to put their products and services out
there. Most of it are done by themselves
since it is also a family business.

Different golf clubs are their way of finding

companies considering that bosses of big
companies and organizations can mostly be
found there.
 7P's of Marketing
PROMOTION
The aim of promotion is to increase awareness,
create interest, generate sales or create brand
loyalty. These are ways of promotion
Globetrotters Inc. Travel and Tours have.

1. Globetrotters Inc.
Travel and Tours Website

https://globetrottersmanila.com/?
fbclid=IwAR1EyY52j-
9phG3DbUNE2RjowYjjUjDsL5jmDOZTjCvA_8ZSoFnLTJ1Ch
_w
 7P's of Marketing

PROMOTION

2. Social Media

Globetrotters Inc. Travel and Tours’

Facebook Page
 7P's of Marketing

PROMOTION

3. Referral Marketig
It is the word-of-mouth initiative
designed by a company to incentivize
existing customers to introduce their
family, friends and contacts to become
new customers.
 7P's of Marketing
PROMOTION

4. Events and Golf as a Prospecting

Strategy
 7P's of Marketing

PEOPLE

The direction and objectives of Globetrotters

Inc are strategically planned by a team of
experienced executives who have been in the
travel industry for more than 20 years.

The Operational team has adopted a very

dynamic and positive approach in the area of
their work. They are well trained in various
functions and continuously attend travel and
ticketing training programs to ensure a high
quality of service and updated products.
 Helena Torres Ty Kim Nicole Ty
Managing Director Marketing Director

Rizza Mislas Candy Samaniego Vangie Dena Co

Candy Samaniego Visa and Documentation
Tour Consultant Tour Consultant
Ticketing Officer Supervisor
 7P's of Marketing

PROCESS

Process denotes the way in which a particular

action is carried out. When it comes to
Tourism Marketing just like any travel
agencies, they should take care of all the
procedures, schedules, mechanisms, activities
and routines which are practiced when the
tour is on. They should remember that it is
at the process level that the tourists'
requirements are met.

The processes followed form a part of the

service delivery system and the customers
often do not differentiate between the
processes and the product. For example, if a
tourist is made to wait for an undue length
of time to get information from a tourism
office, he tends to remain dissatisfied even
if he gets all the required information at
the end of delay.
 7P's of Marketing

PHYSICAL EVIDENCE

Every customer would like to see,

evaluate, and compare a product
physically before planning whether to-
make the purchase or not. As the
services are intangible in nature, it
is almost impossible to have a
firsthand, experience of the desired
service before making the final
purchase.
Implementation and
Control
This table presents the activities to implement
the proposed marketing materials.
The following marketing controls are done to
ensure that we can achieve our objectives,
measure and evaluate effectiveness of marketing
efforts, and to make the plan successful.
Customer Attitude Tracking

Customer Surveys
- The companies get the questionnaires
filled or make calls to the past customers
for finding out the level of consumer
satisfaction. It provides a direction to
the sales team and the management.
Feedback and Suggestion Systems
- Market performance of the products can be
analyzed with the help of genuine feedback
from the customers, and the same can be
improved through their suggestions and
input.

Taking corrective action when necessary