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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 Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. 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 . Copyright 2010 Delmar, a part of Cengage Learning. 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 Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. 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 Copyright 2010 Delmar, a part of Cengage Learning. 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.
