Ciara Holmes – Travel and Tourism
Unit 5 - Marketing
P2 – Review the factors influencing marketing decisions using examples from different travel and
tourism organisations
For my pass assignment I will be reviewing the factors influencing marketing decisions using examples
from different travel and tourism organisations.
Factors
Company Ethos – Company ethos is what is known as the beliefs and values a company has. Some
companies express this either as a mission statement or vision. A mission statement will tell consumers
what to expect in their products or services. Although most private company’s main aim is to make a profit,
they will not say this as part of their mission statement for example the tour operator Thomson’s mission
statement is ‘’Our mission is to always deliver excellence throughout all operations of the business and to
achieve the highest levels of customer satisfaction, through the delivery of client focused and market
leading solutions’’. I found there mission statement from the following website
http://www.thompsonavc.co.uk/about-us/our-mission-vision-and-values.
Social Responsibility: Being Socially Responsible means that people and organisations must behave
ethically and with sensitivity toward social, cultural, economic and environmental issues. Because travel
and tourism largely depends on the natural environment organisations will have to seek ways in which
they can protect the environment in order to please/reassure consumers who are more environmentally
aware. Airlines such as Virgin Atlantic, British Airways, and Emirates all have mission statements to reduce
fuel emissions. They all offer halal, kosher and vegetarian meals on board. Finally they employ local people
in the area which boosts the economy. This factor will influence new market campaigns, changes to
market communications and changes to products. Here is a link to the video Virgin have done as a new
market campaign to promote their social responsibility https://www.youtube.com/watch?
time_continue=8&v=ZIfFZR1pmBY .
Consumer Protection – Consumer protection is codes of practices, legislations and standards which
are put into place to ensure that consumers are protected from unfair trading.
Use of internet marketing
Data Protection: The Data Protection Act protects consumer’s personal details and who has the right to
hold the information about them. An organisation must store personal information of consumers in
relevant filling systems. These filling systems can be held either on the computer or paper. The holders of
the information must follow a sound practice. The individual can have information corrected or deleted.
The consumer must have the opportunity to consent to the collection and processing of their data. Personal
data must be kept secure, up-to-date and not for longer than necessary. Travel agents and tour operators
will have personal information about a consumer when they book their holiday. They will have things such
, Ciara Holmes – Travel and Tourism
as their passport number, address and telephone number. It is important that this information does not get
in the wrong hands. Other customers’ information cannot be revealed to a certain customer. Some
companies ask consumers if they are happy for their information to be passed on to other organisations.
This will have an influence on the use of internet marketing. Virgin Atlantic has what’s called a privacy
policy. They say that your details may be used for marketing. It also says ‘’We may disclose your information
to third parties, like data processing companies, who may provide marketing or other services on our
behalf. This will only be done under strict contract with the third party. It also goes on to tell customers
what information they collect about you, how they use the information, your information security and
changes to their privacy policy. You can also enroll in Virgins ‘Flying Club Program’ which consents to the
use of your data. I found this information from http://www.virgin-
atlantic.com/gb/en/disclaimer/privacypolicy.html.
Standards of Practice – Standards of Practice is a code of professional standards and organisation has
to follow.
Codes of Practice: There are several principles which the British Code of Advertising, Sales Promotion and
Direct Marketing have to follow. They must make sure that all of the advertising is decent, honest, and
truthful and is legally correct. All advertising that they prepare must have a sense of responsibility to
customers and the sociepty so nothing that might offend people. Advertisements musts respect the
principles of fair competition and they shouldn’t bring advertising into disrepute. If there are delay in
responding to The ASA (Advertising Standards Authority) enquires then this can result in the organisation
breaching the code. The ASA polices’ the advertising industry for the rules of advertising, sales and
promotion and direct. They depend on the public to complain about advertising, so if they are offended the
ASA can ask for it to be changed or withdrawn.
I looked on the ASA website and they had a problem about some advertising which they conducted. Here’s
what I found out from the website;
‘’A website for Hilton Hotels' loyalty scheme included a web page headed "EENY, MEENY, MINEY...
MINIBREAK. BOOK EARLY AND SAVE UP TO 20%. Choose from over 290 hotels, across 54 countries and
stay from only £65 this spring". Underneath it featured a price grid which displayed hotel names and prices
along with "BOOK NOW" buttons. This grid included “Bed & Breakfast Prices from”, "Courthouse
DoubleTree by Hilton London Regent Street ... £204", "DoubleTree by Hilton London - Tower of London ...
£125", "DoubleTree by Hilton London – Victoria ... £113", "DoubleTree by Hilton London - West End ...
£179", "Hilton London Euston ... £163" and "The Bentley London, A Hilton Hotel ... £210".
Small print at the bottom of the web page stated "Terms & Conditions. Subject to availability at participating hotels in
the UK, Ireland, Europe, Middle East & Africa. Prices featured are Advance Purchase rates, based on weekend arrival
dates, and already represent the 20% saving for booking in advance. They must be booked at least 21 days prior to
arrival. Full non-refundable payment by credit card required at time of booking. All rates are per room per night
based on 2 adults sharing a standard double loo lpor twin room, and other than VAT exclude taxes, gratuities and
incidental charges. The prices featured are 'from' and as such may increase prior to booking depending on
availability and demand at any given time. Length of stay requirements and blackout dates may apply". I found this
from the following website https://www.asa.org.uk/Rulings/Adjudications/2013/10/Hilton-International-
Hotels-UK-Ltd/SHP_ADJ_235257.aspx#.V-uVuSErKig
