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3.04
UNDERSTAND DESTINATION MARKETING STRATEGIES
Essential Questions of 3.04
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?
Notebook VocabularyDefine from textbook , provide the term and summarize, in your own
words, the definition for the term
advertising amenities brand loyalty Branding demographics destination mix geographics Interactive marketing niche marketing personal selling
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
Demographic Psychographic Geographic
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.
42 year-old woman
Demographic
Marathon runner
Psychographic
Grandparents with 10 grandchildren
Demographic
North Carolina Mountains
Geographic
Newly married couple
Demographic
Prefers adventurous vacations
Psychographic
Earns $100,000+ a year
Demographic
Received a Masters Degree from UNC
Demographic
Cayman Islands
Geographic
Enjoys day trips
Psychographic
Cold climate
Geographic
Questions
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 Print Advertising
Promotional Brochures
Direct Mail Magazine Newspaper
Internet Banner Pay per click Interactive
Radio Selective
audiences at low cost
Social Media Twitter,
Facebook, etc. Texting
Television
Advertising Media 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
Blogger/Tumbler Email Facebook Instagram LinkedIn Twitter Google
Online Marketing Case
Study
Creative AdsSelect a local
tourist destination and compose three types of
advertising media for it
1. 2.
Rubric is on Classroom
Central
Product Bundling
Product Bundling/Packages in Hospitality in Tourism
All-InclusiveEscorted Tours Transportation
Accommodation and MealEvent
Packages with Programming for Special Interests
Local Attraction or Entertainment
Dynamic
Incentive or ToursConvention/Meeting
Affinity Group or Tours
Family VacationWeekend,
Mini-Vacation, Holiday
Holiday Bundling
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?DifferentiationStandardizationCustomization
Saturation
You are a Travel Agent
Who are you selling your product to:
End usersMarketersProducers
Wholesalers
You are a Travel Agent:
What is an important aspect of selling that you as a travel agent will perform?
Obtaining testimonialsExplaining product benefitsEncouraging word-of-mouth
promotionFocusing on competitors’
weaknesses
You are a Travel Agent: What do you need to do to help clients make
decisions about which travel products to buy
Focus on the price of a productDescribe the safety factors of a
productCreate 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 questionsshould 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: 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
MotorcoachHigh-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
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?
Rubric is on Classroom
Central
