Chapter 13 Download

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MARKETING
& TRAV E L
H O S PI TALI TY
Chapter 13
The Distribution Mix and
the Travel Trade
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Distribution Mix
The combination of direct and indirect
distribution channels that a hospitality
and travel organization uses to make
customers aware of, to reserve, and to
deliver its services
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Travel Trade
A term commonly used in the
hospitality and travel industry to
describe all intermediaries
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
H O S PI TALI TY
& TRAV E L
Figure 13.1 The hospitality and travel distribution system.
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
The Distribution Mix:
Two Main Components
1. Direct distribution: the organization
assumes total responsibility for
promoting, reserving, and providing
services to customers
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
The Distribution Mix:
Two Main Components (continued)
2. Indirect distribution: part of the
responsibility for promoting,
reserving, and providing services to
customers is given to one or more
other hospitality and travel
organizations, or to an online travel
company
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.
MARKETING
1.
2.
3.
& TRAV E L
H O S PI TALI TY
Major Travel Trade Intermediaries
4.
5.
6.
Retail travel agents
Tour wholesalers and operators
Corporate travel managers and agencies
Incentive travel planners
Convention/meeting planners
Online travel companies
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MARKETING
& TRAV E L
H O S PI TALI TY
The Major Online Travel Services
North America
Expedia
Travelocity
Priceline
Orbitz
(Travelport)
Europe
Opodo
Lastminute.com
ebookers.com
Cheapflights.com
.
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All Rights Reserved.
MARKETING
& TRAV E L
H O S PI TALI TY
Customer Benefits from Using
Online Travel Services
Ability to self-book travel online
Assistance in planning travel trips
Availability of online pricing
comparisons for hospitality and
travel services
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MARKETING
& TRAV E L
H O S PI TALI TY
Customer Benefits from Using
Online Travel Services (continued)
Convenience of accessing travel
information at home or work
Immediate confirmation of travel
bookings
Instant access to travel information
Potential of securing lower prices on
hospitality and travel services
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All Rights Reserved.
MARKETING
1. Research and select trade segments
2. Decide on positioning approach and
& TRAV E L
H O S PI TALI TY
Steps Involved in Marketing to
the Travel Trade
marketing objectives
3. Establish a promotional mix for travel
trade intermediaries
Copyright 2010 Delmar, a part of Cengage Learning.
All Rights Reserved.