Question B

Based one the information from (Litta, 2022), (Hustler, n.d), (Polk, n.d), Let's assume the scenario of a

customer named Steven choosing a tourist destination for himself and his family. Steven is a luxury

traveler, focusing on quality of service and experience. Below here is consumer decision journey map:

Awareness:

Thoughts and Actions: Steven initiates his quest for opulent travel by conducting thorough online

research. He combs through various websites in search of destinations and resorts that provide top-of-

the-line amenities, exclusive services, and a lavish ambiance. In addition to perusing reviews on these

sites, Steven may also seek recommendations from friends or colleagues who have indulged in

comparable luxury travel experiences. His primary focus is finding exquisite locations that align with his

penchant for extravagance and exceptional customer service

Consideration:
Thoughts and Actions: In order to learn more about the amenities, services and accommodations

provided by the resort, Steven conducts a thorough investigation on their website. He scrutinizes

important aspects such as how reputable they are in terms of quality facilities and luxuriant experiences

offered. If necessary, he may also communicate with customer service for further clarification or

personalized requests.

Booking:

Thoughts and Actions: After choosing the Trump International Beach Resort for his luxury travel plans,

Steven directly contacts the resort to secure his reservation. The booking agent attends to him and helps

customize amenities in accordance with his preferences and requirements. Alongside accommodations

options, he seeks information about dining experiences, spa services as well as other activities or added

facilities available at the resort. He anticipates a hassle-free experience from an articulate

communication process coupled with meticulous attention towards details during booking procedures.

Pre-Travel Preparation:

Thoughts and Actions: Steven is getting ready for his lavish vacation at the Trump International Beach

Resort. He's concentrating on gathering all the essential details and articles he requires to have a hassle-

free trip. Steven might obtain travel papers and advance information from the resort, which he looks

over thoroughly. To ensure that everything runs smoothly, Steven confirms that he has all of the

mandatory travel documents, like passports or visas, while communicating any specific needs or

capability with the hotel management. If needed, he can always contact customer support at Trump

International Beach Resort regarding last-minute questions or concerns before embarking on this

luxurious journey.

Luxury Travel Experience:

Thoughts and Actions: Upon arriving at the Trump International Beach Resort, Steven commences his

opulent travel journey. He assesses the resort's premium services, meticulous attention to detail and

overall lavish ambiance. With keen consideration given to both accommodation quality and the available

amenities range, as well as personalized aid from staff members, he might indulge in spa treatments or

delight in exquisite dining experiences along with the exclusive activities offered by this luxurious

establishment. Throughout his staycation experience within these prestigious premises, Steven may

showcase glimpses of such lavishness on social media platforms for all to behold.

Post-Travel Evaluation:

Thoughts and Actions: Upon his return from the lavish Trump International Beach Resort, Steven

contemplates every aspect of his journey. He takes into account how meticulously the resort caters to

guests' needs and concerns while ensuring their stay is pleasurable. After expressing feedback about his

experience at the establishment and adoring it with praise on various review platforms, he may also

make suggestions for possible improvements if necessary. After grasping an enjoyable luxury vacation

encounter like this one at Trump International Beach Resort, Steven might contemplate revisiting it on

future trips or recommend it to others looking for a high-end level of comfort combined with exceptional

accommodation service provided by reputable establishments such as theirs.

Question C

Individuals undergo a consumer decision journey while making purchasing

decisions. It consists of several phases, including thoughts and actions, consideration,

booking, pre-travel preparation, the luxury travel experience, and post-travel evaluation.

Businesses have an opening to impact the customer’s choice-making procedure via

different marketing strategies during each phase in this report we will examine how

businesses employ these tactics to influence consumers at each step of their voyage

when it comes specifically about high-end tourism sector.

o Thoughts and Actions - The persona is currently in the beginning

stages of researching and collecting information on luxury travel

experiences. To sway their ideas and behaviors, businesses within

this industry implement marketing mix activities which include:

o Search Engine Optimization (SEO) – To ensure their visibility in search

engine results for luxury travel destinations, luxury resorts optimize their

online content. This allows individuals to easily find relevant information

about the resort during their research process.

o Content Marketing – High-quality content, such as blog posts, articles,

and videos focused on luxury travel experiences, is created by luxurious

resorts. This quality information serves to enhance the resort's image

within the industry and influence how clients perceive their brand.
 o Consideration – When in the decision-making phase, a persona has

reduced their options and is assessing various luxury travel experiences.

To impact this assessment, businesses operating within the luxury

travel industry employ these marketing mix activities:

o Online Reviews and Testimonial – Satisfied customers are encouraged

by luxury resorts to share their positive feedback and testimonials on

platforms like TripAdvisor or the resort's website. These reviews play a

crucial role in building trust and credibility and shaping the perception of

potential guests towards the property.

o Personalized Communication – Potential customers of luxury resorts

can expect personalized communication, meaning timely responses to

inquiries and addressing any specific concerns or requests. This approach

effectively contributes towards the perception that these resorts are fully

committed to delivering exceptional service.

o Booking – After deciding to book their luxury travel experience, the

persona's booking decision can be influenced by implementing

marketing mix activities in the luxury travel industry carried out by

businesses.

o Clear and Transparent Pricing – Providing clear and transparent pricing

information, including any additional fees or charges, is a standard

practice among luxury resorts. These fosters trust between the resort and

potential guests by giving them confidence in their booking decision.

o Easy Booking Process – The booking process provided by luxury resorts

is effortless and user-friendly, enabling the individual to effortlessly choose

their preferred dates, lodging options, and supplementary amenities. This

convenience facilitates a hassle-free checkout experience for them.

o Special Offers and Incentives – Special promotions, discounts or

exclusive packages may be extended by luxury resorts to

encourage individuals to reserve their lavish travel experience.

Such offerings instill a feeling of time-sensitivity and value, affecting

the individual's choice to book.

 Pre-Travel Preparation – As the persona prepares themselves for their

luxury travel adventure, businesses in the industry employ marketing mix

activities to shape and enhance their pre-travel preparation.

o Pre-Travel Information – Pre-travel information provided by luxury

resorts includes transportation options, local attractions, and travel

document requirements. This comprehensive information prepares

the guest for their trip and elevates their overall experience.

o Personalized Recommendations – Customized suggestions for

activities, dining choices, or spa treatments may be provided by

high-end resorts according to the guest's tastes. By tailoring their

services this way, luxury establishments improve guests' pre-trip

planning and boost their excitement about indulging in a lavish

travel adventure.
 o Customer Support – The customer service offered by luxury

resorts is dependable and prompt, providing peace of mind for the

individual to address any unexpected inquiries or issues. This level

of assistance guarantees a seamless travel preparation experience.

 Luxury Travel Experience – While going through the luxury travel

experience, individuals are indulging in upscale amenities and services

offered by their resort of choice. Marketing techniques employed by

businesses within this industry aim to elevate these experiences using a

mixture of strategies known as the marketing mix.

o Exceptional Service – Luxury resorts give utmost importance to providing

exceptional service that caters to the needs of each persona. This

encompasses personalized greetings, prompt assistance and meticulous

attention throughout their stay.

o Exclusive Activities and Experiences – Luxury resorts provide one-of-a-

kind activities and experiences that cannot be found elsewhere. These

may consist of personalized spa treatments, private tours, or entrance to

VIP lounges. The availability of these exclusive options elevates the luxury

travel experience for guests and results in unforgettable memories.

 Post Travel Evaluation – Following their luxurious travel experience, the

individual reflects on their journey and assesses how satisfied they are. To

impact this post-travel assessment, luxury travel businesses employ

specific marketing mix tactics:

o Feedback Collection – By utilizing surveys or personalized follow-up

emails, luxury resorts actively request input from their patrons. This

valuable feedback enables the resort to pinpoint areas for development

and showcases their dedication to constantly refining the opulent vacation

experience.

o Review Platforms – Positive feedback platforms such as TripAdvisor or

Google Reviews are encouraged by luxury resorts to promote contented

customers. These reviews act as social evidence and impact the after-

travel assessment of potential patrons.

References
Hustler. (n.d, jan 21). Luxury Travel: How to Plan the Perfect Luxury Vacation. Retrieved from Medium:
https://medium.com/@sidehustler18w/luxury-travel-how-to-plan-the-perfect-luxury-vacation-
594456f039d6

Litta, L. (2022, AUG 22). Luxury Hotel. Retrieved from Private upgrades:
https://www.privateupgrades.com/blog/how-to-plan-the-ultimate-luxury-vacation/

Polk, W. (n.d, jun 20). Luxury Travel: How to plan your trip. Retrieved from Medium:
https://medium.com/@williepolk/luxury-travel-how-to-plan-your-trip-22eae79b5eed

Setup my hotel. (n.d). Retrieved from Setup my hotel:

https://setupmyhotel.com/train-my-hotel-staff/sales-and-marketing/285-marketing-mix.html

Staah. (n.d). The 7Ps of Hotel Marketing. Retrieved from revenue-hub: https://revenue-hub.com/the-
7ps-of-hotel-marketing/