TRAVEL & HOSPITALITY MARKETINGSUBMITTED TO – DR. SANTOSH UPADHYAY SUBMITTED BY – PAWAS CHATURVEDI SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT 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.ACKNOWLEDGEMENT Apart from the efforts of me. our Travel & Hospitality Marketing teacher. I am grateful for their constant support and help. I would like to show my greatest appreciation to Dr.PAWAS CHATURVEDI SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . was vital for the success of the project. Without his encouragement and guidance this project could not have materialized. Santosh Upadhyay. I take this opportunity to express my heartfelt gratitude to the people who have been instrumental in the successful completion of this project. . the success of this project depends largely on the encouragement and guidelines of many others. combined efforts of the national tourist bodies and/or the businesses in the tourism sector of an international. and determining the consumers´ preferences could be difficult. history and culture. Tourism marketing could be complex due to the product being an amalgam of many different industries such as accommodation and transportation. compare or try out the product beforehand.TOURISM MARKETING Marketing means achieving the firm´s goals by identifying the needs and desires of consumers. transport and communication. An area´s natural attractions. The markets also vary widely. Other aspects that can help achieve tourist satisfaction include amenities such as water. promotion and SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . Intermediaries such as travel agents have a strong control over product design. distribution. including climate. the tourist bodies and businesses expect to receive profits. national or local area to achieve growth in tourism by maximizing the satisfaction of tourists. inspect. can be seen as the raw materials of the tourism product. electricity. Definition Tourism marketing refers to the organized. Tourism is an intangible product that cannot be transferred from one consumer to another. Many different producers are involved to create and market the product. The tourism product is the sum of all the factors in an area that can result in consumer satisfaction. A tourist or his travel agent combines the different components to get his own tourist product. Characteristics Tourism marketing differs from marketing in other sectors because of certain characteristics of the tourist product. Product The tourism product includes all the experiences of a tourist from when he leaves his home to when he returns. Demand is seasonal and motivations of consumers vary widely. Consumption happens at once. and the consumer relies on pre-purchase information to make his decisions because he has no option to see. Tourism marketing is the application of marketing concepts in the travel and tourism industry. and then satisfying them better than competitors. In doing so. boasting of its benefits and making promises. also known as segmentation. Word-of-mouth communication occurs informally when visitors or employees discuss their experiences of the tourism product to others. Features Tourism marketing involves several steps. Customers want a clear idea of what to expect when stepping foot in a new location. advertising.pricing. Communication Marketing communications occur in three ways: external. Analysis and selection of target markets. They want to use such photos as a preview of what to see. Visual Medium Tourism relies on vibrant. Such marketing efforts are usually not cheap. while product development aims to meet his needs. Marketing strategy seeks to reach the target markets using promotion. High fixed costs are often involved. Tourism marketing employs several techniques to entice visitors to its sandy shores. resort exterior and meals. internal and word-of-mouth. resulting in the use of shortrun marketing methods. pricing and distribution. Louisiana was given $15 million from British Petroleum to promote tourism after the 2010 oil spill crisis. but also show people experiencing certain emotional reactions like SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . Features of tourism marketing Enticing people to visit an exotic tropical destination. and even feel. As such. Internal marketing communication occurs when the tourism service provider makes contact with the tourist and delivers the promised benefits. For example. photos show not only basics such as the terrain. is the job of a tourism marketing executive. even in times of an economic recession. External marketing uses formal communication channels to promote the tourism product to the 4raveller. means studying potential customer groups and selecting only certain groups whose needs and wants can be best met with a certain producer´s product. when visiting. bright photos and videos more than other industries such as software and finance. according to Bloomberg Businessweek. historic ruins or lush forests. Market research seeks to understand the consumer. " which pitches specific features to attract a certain audience." They explain that SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . Lifestyle and Demographics Companies use marketing to show how their destination fits with a customer's current lifestyle. the same building can appear very differently depending on the camera's resolution and the software used to retouch them. Valentine's Day is a prime example. Because images are powerful storytellers. Collaboration Although many institutions market their services to gain a competitive advantage over the other. The growing environmental movement compelled a new tourism wave called "eco-tourism. For example. Colin Michael Hall explains in his book. television commercials. the same hotel will show images of couples enjoying a glass of wine at its intimate and most expensive restaurant. "Wine. During times of fewer visitors. As summer approaches and kids are out of school. match the needs of its customers. single hikers scaling mountains. cities or institutions change their marketing pitch to advertise low prices. Instead of showing independent. Instead of touting a certain feature on the front page." Marketing efforts attempt to show how these green activities. "Tourism Marketing: A Collaborative Approach. newspaper ads and Internet banners show a proliferation of Caribbean resort advertisements. The marketing pitch is also adjusted around specific holidays. happiness and a connection with their significant other. 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. airlines and hotels often work together in their marketing efforts. tourism marketing crosses several different industries: the city. such as cycling and farming. Hotels began touting their water-saving efforts and how their restaurants use locally grown produce. Alan Fyall and Bryan Garrod note this in their book." that industries face significantly more hurdles. Tourism marketing already engages in a common practice known as "market segmentation. Food and Tourism Marketing. During off seasons.relaxation. they will likely throw a low price at the viewer. they usually take up more space on brochures and websites than text. Tourism marketing spends ample resources on photo quality. Follow the eight Ps in marketing tourism to create a successful tourism business. Word-of-mouth advertising is a large part of the tourism industry. Tourism is a service-based industry. accommodations and cultural experiences. Customers are likely to share their travel experience with friends and family. rather than offering an intangible product such as an appliance. whether the experience was good or bad. food. which satisfies a customer's need. offering intangible services such as history or beauty of a destination. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . Ideas for tourism products promotion are tourist information centers. travel shows. town or city welcome centers and local tourism associations and offices. airports.working with several institutions instead of engaging in the traditional adversarial relationships makes all institutions better off. The success of a tourism business largely depends on the customer's satisfaction with services such as transportation. service or product. Promote products and services to raise public awareness and allow customers the opportunity to purchase the products and services. rather than tangible items. and is available at a reasonable price. the product is similar to a service as some aspects of the product offer experience. People Customer service is an essential part of tourism marketing. Product In the tourism business. Promotion Promotion is a fundamental part of any marketing strategy. and an unpleasant experience with a customer service employee can result in bad publicity. Eight P’s in marketing tourism Marketing is the creation and promotion of an idea. attractions and accommodations combined in one purchase for customer convenience. revised and reviewed when necessary. 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.Partnership Partnering with companies which share similar business objectives. find new and beneficial places to sell the product. positioning and market share. Developing a marketing plan allows a company to identify customer expectations and design a method of meeting the expectations. survival. Price Price is the amount a customer will pay for a service or product. Most customers of a tourism business are looking for a quality experience at a reasonable price. Marketing plans are working documents and must be maintained. As a marketing strategy. promotes cross selling of products and ultimately benefits both companies by allowing for shared marketing costs and meeting the overall needs of the customer. competition. Distribution of most tourism products occurs through travel agents. Tourism package presentation is key. tour wholesalers and tour operators. Packaging A tourism package consists of a variety of services. An example of partnering is a wedding-planning company collaborating with a travel company to promote destination weddings. the tourism package is what draws in the customers due to the services offered. and must be flexible depending on the combination of services offered for a particular type of trip. Aside from the destination location. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . The price of a tourism package should include profit maximization. Planning A marketing plan is essential for a tourism business. o 4 Identify your target markets. restaurants.How to write a tourism marketing plan A tourism marketing plan helps guide your marketing decisions by assigning tasks. income and home town) that will help you purchase the appropriate media in the right markets. Create market segments based on targeted characteristics (for instance. retail shops. families living in a nearby city who SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . Opportunities and Threats. choosing marketing messages. o 2 Perform a SWOT analysis. It solidifies what you will say and how you will say it to entice potential visitors to your area. For example. 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. 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). Weaknesses. and allocating funds to promote your area. Ask for demographic information (such as gender. age. parks. Opportunities and threats represent external forces that affect your marketing capabilities (such as untapped tourism markets or an extended recession that affects tourism spending). 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. o 3 Create a community or area profile. Instructions o 1 Define your objectives. Survey your visitors to determine who they are and what they like to do. SWOT stands for Strengths. A successful plan requires specific information about the people who travel to your area and what they want while they stay there. attractions. water features and other amenities that will appeal to travelers. These should be broad-reaching goals your organization would like to accomplish through a marketing plan. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . o 6 Create your marketing strategies. target day-trippers in the local newspaper or on radio.take day trips to your area or retired couples from a neighboring state who visit your community annually). but focus marketing efforts toward travelers from outside the area in regional magazines and tourism brochures. Don't forget to include incidental expenses such as paper (for printing letters). Most publishers and media suppliers offer demographic information to help you match your marketing points to their audience. 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). find the most suitable media for sharing your travel message. o 5 Choose marketing objectives for each market segment. o 7 Plan your implementation. For each targeted market segment. you could want to increase awareness of day-tripping opportunities in the market segment that already visits your area for day trips. For instance. Assign marketing tasks to specific personnel and determine how you will execute your marketing strategies. where and how for each marketing task. o 8 Write your budget. Marketing without analyzing its effectiveness wastes money. Create a timeline that details who. o 9 Develop an evaluation plan. For example. when. what. Include how much you have to spend and how you plan to spend it. rugged mountains. 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 may never even conceive of traveling there for recreation. charming coasts and spices. since tourism is a service-based industry. deep gorges. poverty-stricken country. However. and social and cultural transformation. Alter Perceptions Advertising and marketing can hugely impact an audience's perception of a certain area or community. bustling souks. For example. tourism is an industry where the customer must travel to the product (place/community) instead of the other way around. Awareness The customs and charm of a particular tourist spot or a whole country can be magnified and made known through the right media. it can be quite intangible and more difficult to market than tangible goods. when promoted as a country that offers an eclectic mix of Roman ruins. imperial cities. 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. employment opportunities.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. including income generation. Moreover. desire is SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . Stimulate Desire By creating awareness and altering an audience's perception of a certain place through a consistent advertising and marketing campaign. The development of suitable advertising and marketing campaigns is vital in creating this awareness within a target audience. However. Since travel is a major factor in people's decisions on whether or not to visit a business or community. tourism-related businesses. someone unfamiliar with Morocco may know the place only as a chaotic. that person may be more inclined to explore Morocco. An important task of advertising and marketing is to constantly stimulate this desire. Generate Action/Response An effective promotional campaign results in positive action or response from its target market. The audience should feel compelled to seek out information regarding activities. Impact Sales Effective advertising and marketing generate sales and draw more and more people to the particular tourist spot or country. the campaign is effective enough to generate actual sales and sustain a successful tourism industry. Internal marketing. The specific target market is more likely to want to travel to the area. More desirably. is vital to sustaining the tourism business. creating a sense of need for the target audience to travel to the area and soak up its diverse offerings.awakened and stimulated. Since repeat sales result from such customer experience. internal marketing must work hand in hand with external promotional campaigns to ensure continued growth and success in the industry. customer service on site is important as well. and gain a unique experience that they can treasure forever. accommodation and travel into the area or community being promoted. explore its promises. which includes creating a positive customer experience. SHERWOOD COLLEGE OF PROFESSIONAL MANAGEMENT . However.