1. 3.04 Understand destination marketing strategies

2. 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?

3. Marketing Mix - Hospitality and Tourism

4. Hospitality Services - (pp. 289-290, 356, 384-388, 393-395)
Notebook Vocabulary Define 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 , 356, , )

5. 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.
Demographic
Psychographic
Geographic

6. 42 year-old woman
Demographic

7. Marathon runner
Psychographic

8. Grandparents with 10 grandchildren
Demographic

9. North Carolina Mountains
Geographic

10. Newly married couple
Demographic

11. Prefers adventurous vacations
Psychographic

12. Earns $100,000+ a year
Demographic

13. Received a Masters Degree from UNC
Demographic

14. Cayman Islands
Geographic

15. Enjoys day trips
Psychographic

16. Cold climate
Geographic

17. 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?

18. Types of Advertising Media
Radio
Selective audiences at low cost
Social Media
Twitter, Facebook, etc.
Texting
Television
Print Advertising
Promotional Brochures
Direct Mail
Magazine
Newspaper
Internet
Banner
Pay per click
Interactive

19. 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.

20. Online Marketing Blogger/Tumbler Email Facebook Instagram LinkedIn
Twitter
Google

21. Rubric is on Classroom Central Online Marketing Case Study
Creative Ads
Select a local tourist destination and compose three types of advertising media for it 2. 1.
Rubric is on Classroom Central
Online Marketing Case Study

22. Product Bundling

23. Product Bundling/Packages in Hospitality in Tourism
All-Inclusive
Escorted Tours 
Transportation
Accommodation and Meal
Event
Packages with Programming for Special Interests
Local Attraction or Entertainment
Dynamic
Incentive or Tours
Convention/Meeting
Affinity Group or Tours
Family Vacation
Weekend,
Mini-Vacation, Holiday

24. Holiday Bundling

25. 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
Saturation

26. You are a Travel Agent End users Marketers Producers Wholesalers
Who are you selling your product to:
End users
Marketers
Producers
Wholesalers

27. You are a Travel Agent: Obtaining testimonials
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

28. 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 product
Describe the safety factors of a product
Create a positive image of a product
Explain the tangible features of a product

29. 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

30. 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?"

31. You are a Travel Agent: Attributes
How are you positioning the cruise when it you on the cruise’s physical characteristics?
Attributes

32. What type of marketing involves a 5-day Fan Cruise?
You are a Travel Agent:
What type of marketing involves a 5-day Fan Cruise?
Niche Marketing

33. 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

34. You are a Travel Agent: Standing Room Only
“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

35. 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?