Download Essential Questions of 3.04

3.04
UNDERSTAND DESTINATION
MARKETING STRATEGIES
Essential Questions of 3.04
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How do marketing and selling impact the success of
the hospitality and tourism industry?
What techniques positively impact the selling of
hospitality and tourism destinations?
Marketing Mix Hospitality and
Tourism
Notebook Vocabulary
Define from textbook , provide the term and summarize, in your
own words, the definition for the term
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advertising
amenities
brand loyalty
Branding
demographics
destination mix
geographics
Interactive marketing
niche marketing
personal selling
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positioning amenities
product service mix
Psychographics
destination mix
publicity
sales promotion
service marketing
standing room only
target market
unique selling proposition
Hospitality Services - (pp. 289-290, 356, 384-388, 393-395)
Market Segmentation
in Hospitality and Tourism
Market segmentation recognizes that people differ in their tastes, needs, attitudes, lifestyles,
family size and composition, etc. . . . It is a deliberate policy of maximizing market demand
by directing marketing efforts at significant sub-groups of customers or consumers.
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Demographic
Psychographic
Geographic
42 year-old woman
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Demographic
Marathon runner
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Psychographic
Grandparents with 10 grandchildren
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Demographic
North Carolina Mountains
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Geographic
Newly married couple
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Demographic
Prefers adventurous vacations
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Psychographic
Earns $100,000+ a year
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Demographic
Received a Masters Degree from UNC
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Demographic
Cayman Islands
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Geographic
Enjoys day trips
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Psychographic
Cold climate
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Geographic
Questions
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What type of market segmentation is a tour company
using when it focuses on developing Alaskan tours
and cruises?
A tour wholesaler is developing a guided bus tour for
55- to 70-year-old couples with an income between
$60,000 - $100,000. How is the tour wholesaler
segmenting the target market?
Types of Advertising Media
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Print Advertising
Promotional
Brochures
 Direct Mail
 Magazine
 Newspaper
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Selective audiences
at low cost
Social Media
Twitter, Facebook,
etc.
 Texting
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Internet
Banner
 Pay per click
 Interactive
Radio
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Television
Advertising Media
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Throwing all of your media dollars
into one medium is highly
dangerous.
 It is recommended to start with a
budget for the calendar year and
try and stretch those dollars out as
long as you can.
 Include tracking results as best you
can. The more you know about
what works best the better you can
adjust your media mix.
 The goal of promotion is to create
product demand.
Online Marketing
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Blogger/Tumbler
Email
Facebook
Instagram
LinkedIn
Twitter
Google
Creative Ads
Select a local tourist
destination and
compose three types of
advertising media for it
Rubric is on
Classroom Central
Online Marketing
Case Study
Product Bundling
Product Bundling/Packages
in Hospitality in Tourism
All-Inclusive
Incentive
or
Tours
Escorted Tours
Convention/Meeting
Transportation
Accommodation and Meal
Affinity Group or Tours
Event
Family
Vacation
Packages with Programming for
Special Interests
Weekend,
Local Attraction or Entertainment
Mini-Vacation,
Holiday
Dynamic
Holiday Bundling
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Unique selling proposition (USP).
 Simulates
interest in the tour product
What is the foundation of a unique selling
proposition for a hospitality and tourism business?
Differentiation
Standardization
Customization
You are a Travel Agent
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Who are you selling your product to:
End users
Marketers
Producers
Wholesalers
You are a Travel Agent:
What is an important aspect of selling
that you as a travel agent will perform?
Obtaining testimonials
Explaining product benefits
Encouraging word-of-mouth promotion
Focusing on competitors’ weaknesses
You are a Travel Agent:
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What do you need to do to help clients make
decisions about which travel products to buy
Focus on the price of a product
Describe the safety factors of a product
Create a positive image of a product
Explain the tangible features of a product
You are a Travel Agent:
A client wants to book a cruise.
What is the most appropriate action for the you to take?
Determine the client’s needs and preferences
You are a Travel Agent:
Which of the following questions
should you ask to determine your
customers' needs in order to book
them on the appropriate cruise?
"Why do you want to take a cruise?"
"Where are you interested in going on your cruise?"
"Do you like to spend a lot of money on vacation?“
"Why do you want to go on a cruise
during this the time of year?"
You are a Travel Agent:
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How are you positioning the cruise when it you
on the cruise’s physical characteristics?
Attributes
You are a Travel Agent:
What type of marketing involves
a 5-day Fan Cruise?
Niche Marketing
You are a Travel Agent:
What type of service might you recommend to
clients who want to tour an area during
their extended cruise stop
at their own at a leisurely pace?
Car rental
Motorcoach
High-speed train
You are a Travel Agent:
“Mr. Thompson, there are
only two ocean view
suites left so you may
want to book
your trip as soon as
possible.”
What type of sales close is
the travel agent using?
Standing Room Only
Rubric is on
Classroom Central
You work as the marketing manager at a new resort .The resort is fully
booked during the winter and fall; however reservations decrease
substantially during the spring and summer.
Develop four vacation packages that would help to increase spring and
summer bookings.
What features would be included in these packages?
Would other businesses in the area be involved?
Who would be your target markets?
How would you market each package
using publicity, personal sales, sales promotion and advertising?