Travel Agency Chapter 3 Part 1 PDF

TRAVEL AGENCY CHAPTER 3 PART 1 TABLE OF CONTENT TRAVEL INTERMEDIARIES AGENCIES MARKETING  TRAVEL INTERMEDIARIES What is Trave l Int e rme diarie s ? 1. Travel intermediaries play a crucial role in the travel industry by conne ct ing t rave le rs with v...

TRAVEL AGENCY CHAPTER 3 PART 1 TABLE OF CONTENT TRAVEL INTERMEDIARIES AGENCIES MARKETING  TRAVEL INTERMEDIARIES What is Trave l Int e rme diarie s ? 1. Travel intermediaries play a crucial role in the travel industry by conne ct ing t rave le rs with various services and products. 2. These intermediaries facilit at e t he booking proce s s , provide informat ion and as s is t ance t o t rave le rs , and he lp in coordinat ing diffe re nt as pe ct s of a t rip.  s ome common t ype s of t rave l int e rme diarie s : 1. Trave l Age nt s Travel agents are professionals who assist individuals and groups in planning and booking their trips. They provide personalized service, expert advice, and access to various travel options such as flights, accommodations, tours, and activities. Examples: Expedia, a popular online travel agency, allows customers to search for and book flights, hotels, rental cars, and vacation packages. 2. Tour Operators Tour operators design and organize packaged tours that include transportation, accommodations, activities, and other services. They often specialize in specific destinations or types of travel experiences. Examples: Andalusia Tours offers guided tours to various destinations worldwide, providing travelers with a comprehensive itinerary, accommodations, transportation, and guided experiences.  s ome common t ype s of t rave l int e rme diarie s : 3. Online Trave l Age ncy OTAs are digital platforms that allow travelers to search, compare, and book travel products and services online. They offer many options and often provide user reviews and ratings. Examples: Booking.com is an OTA that enables users to book accommodations, flights, rental cars, and activities worldwide. Airbnb connects travelers with unique lodging options such as vacation rentals, homestays, and boutique hotels. 4. Travel Meta Search Meta - search engines aggregate information from multiple sources to help travelers compare prices and availability across different platforms. They provide a convenient way to find the best deals on flights, hotels, and other travel services. Examples: Kayak allows users to search for flights, hotels, rental cars, and vacation packages by comparing prices from various travel websites.  s ome common t ype s of t rave l int e rme diarie s : 5. De s t inat ion Manage me nt Companie s (DMCs ) DMCs are local experts who provide destination - specific services such as ground transportation, tours, excursions, and event planning. They work closely with travel agents and tour operators to create customized experiences for travelers. Examples: Abercrombie & Kent is a luxury DMC that offers tailor - made travel experiences in destinations around the world, including private tours, luxury accommodations, and exclusive access to cultural sites.  AGENCIES MARKETING AGENCIES MARKETING The desire for travel, driven by curiosity and a sense of adventure, is a fundamental aspect of human nature. This distinctive desire to explore new places, cultures, and experiences simplifies marketing in the tourism industry. Tourism, as a complex industry, encompasses a wide range of activities that collectively form the 'tourist product'. Strategic efforts by tourism organizations and businesses to improve tourist satisfaction and support sustainable growth at international, national, and local levels. Modern marketing in the tourism sector is rooted in the "marketing concept," which emphasizes: 1. Designing products and services that cater to customer needs and preferences 2.Targeting specific consumer segments likely to engage with the offerings 3.Aligning marketing strategies with broader business objectives. MARKETING FOR TOURISM PRODUCT/ SERVICES  In t a n g ib ilit y Ow n e rs h ip CHARACTERISTICS OF In s e p a ra b ilit y MARKETING FOR SERVICES Pe ris h a b ilit y He t e ro g e n e it y Ma rke t Se gm e n t a t io n in t o u ris m Market segmentation is the first step in the development of a total marketing strategy for a firm or an enterprise. The strategy of market segmentation in tourism recognizes that a few vacation areas are universally accepted and desired. The best marketing strategy is to isolate those segments of the entire market which are likely prospects and aim at the promotional efforts specifically to the needs of selected groups. The segmentation of tourist is usually on the following basis: Vacat ion t ouris t Business tourist Common interest tourist They are the most common The market for these types of It comprises people who tourist. They are easily tourists have increased make visits to their relatives, affected by the changes in considerably. friends, for education and price and influenced by These types of tourists give pilgrimage purposes. They aggressive marketing effort. the least preference for price are also not influenced by and marketing. They give more price and promotion. importance to exhibitions, fairs, conferences etc MARKETING MIX IN SERVICES MARKETING  1.PRODUCT A. The product of the tourist covers the complete experience from the C. Tourist product can be seen as a time he leaves home to the time he composite product, as the total of a returns. country’s tourist attractions, transport, accommodation and B. In the case of tourism product, the entertainment which hopefully basic raw materials would be the result in consumer satisfaction. country’s natural beauty, climate, history, culture and people.  2.PRICE Prices are regulated by either the government or trade associations. For example, international airfares are controlled by agreements between airlines. Deciding the price of a tourism business is a strong mix of marketing strategy and financial analysis. There are three types of traditional pricing strategies in the tour operation business: CO ST- BASED P RICING This pricing strategy is used to cover costs and reach the breakeven point. It calculates the average cost of each service in a package tour and adds a markup to earn profit. CO MP ETITIO N- BASED P RICING P RICING This pricing strategy takes a tab of the prices of its competitors in order to tag the cost of its own product. Price may be set at the same price of competitor or it may be a little above or below the price of competitor. CO NSUMER- BASED P RICING This is a form of pricing that is primarily set to target customers by taking the affordability and the quantity of purchase into considerations.  2.PRICE Apart from the typical and age-old pricing strategies, the following pricing strategies are used in the tour operation business. RACK RATE P RICING It is the full rate before discounts are given. It is generally printed in the tour brochures for the forthcoming season. SEASO NAL P RICING A wide mix of pricing of package tour is set to cater low, high and shoulder seasons as tourism is largely driven by the season. LAST MINUTE P RICING It is a common method of giving discounts from the daily quoted P RICING prices in order to close bookings. P ER P ERSO N P RICING This type of pricing is set per person or for each category service. It can be per adult or child or additional person. P ER UNIT P RICING It is set of price for one unit of package. It may include husband and wife with children cost free.  3.PROMOTION While designing the promotion strategy for services, it should be remembered that the customer relies more on s u b je ct ive im p r e s s io n s rather than concrete evidence. The customer is likely to judge the quality of service based on the performer rather than the actual service. The customer finds it difficult to e va lu a t e it s q u a lit y a n d va lu e as it is difficult to sample the service before paying for it. The promotion provides t a r ge t a u d ie n ce s w it h a ccu r a t e a n d t im e ly in fo r m a t io n to help them decide whether to visit your community or business. Developing a promotional campaign is not a science with hard and fast rules. Making decisions regarding which type or combination of promotion types to use. however, the travel agency follows a logical process and does the necessary research and It will be necessary to make decisions regarding the t a r ge t a u d ie n ce , Im a ge , o b je ct ive s , b u d ge t , t im in g, Me d ia , e va lu a t io n.  4.PLACE The place is connected with the distribution. The main question a firm should answer is “Wh e r e is t h e r igh t p la ce t o p r o m o t e a p r o d u ct ?” With the current technological progress, a minimum of the businesses are not presented in some online form such as the company’s own website, Facebook, etc. Physical places are irrelevant for a travel agency when customers can contact the agency online even if staying in a different city. Too many tourism businesses and communities fail to recognize their role in improving travel to and from their areas. They focus instead on servicing the customer once they arrive at the site/community. MARKETING PLAN MARKETING PLAN Developing a c o m p re h e n s iv e m a rk e t in g p la n is crucial for the s u c c e s s o f a t ra v e l a g e n c y in t h e c o m p e t it iv e t o u ris m industry. The following key indicates components that should be included in a travel agency marketing plan: 1) Ma rke t Re s e ra c h & An a ly s is Conduct market research to understand the target audience, their preferences, behaviors, and trends in the travel industry. Analyze competitors to identify their strengths, weaknesses, opportunities, and threats (SWOT analysis). Identify market segments and niches that the travel agency can target effectively. 2) Se t t in g C le a r Ob je c t ive s Define specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives. Objectives could include increasing brand awareness, generating leads, boosting sales, or expanding market share. 3) Ta rg e t Au d ie n c e Id e n t ific a t io n Define the target audience based on demographics, psychographics, and behavior. Tailor marketing strategies and messages to resonate with the identified target audience segments. 4 ) Un iq u e Se llin g Pro p o s it io n ( USP) Define the travel agency's USP that sets it apart from competitors. Highlight what makes the agency unique and why customers should choose it over others. 5 ) Ma rke t in g St ra t e g ie s Dig it a l Ma rk e t in g : Social media, SEO, Content marketing, Email marketing & Online advertising. Co n t e n t Ma rk e t in g : Create blogs, videos, and guides. So c ia l Me d ia Ma rk e t in g : Facebook, Instagram, Twitter, LinkedIn. In flu e n c e r Pa rt n e rs h ip s : Collaborate with travel influencers/bloggers. Se a rc h En g in e Ma rk e t in g ( SEM) : Use Google Ads. Cu s t o m e r Re la t io n s h ip Ma n a g e m e n t ( CRM) : Implement CRM tools. 6 ) Offlin e Ma rke t in g Tra d it io n a l Ad v e rt is in g : Print ads, radio, TV Pa rt n e r s h ip s : Collaborate with travel-related businesses. Ev e n t s a n d Pro m o t io n s : Organize travel fairs, workshops, and webinars. 7) Bu d g e t Allo c a t io n Allocate budget based on ROI. Monitor and track expenses. 8 ) Me a s u re m e n t & Eva lu a t io n Set KPIs Analyze metrics Regularly review and adjust marketing plan DIGITAL MARKETING DIGITAL MARKETING By le v e ra g in g d ig it a l c h a n n e ls a n d t e c h n o lo g ie s , travel agencies can reach a wider audience, personalize marketing efforts, and track the effectiveness of their campaigns. Here are key ways travel agencies use m o d e rn d ig it a l m a rk e t in g s t ra t e g ie s , along with detailed examples: 1) Se a rc h En g in e Op t im iza t io n ( SEO) Optimize website for search engines Target relevant keywords Create high-quality content Example: Use keywords like "Costa Rica adventure tours" for better rankings 2) Pa y - Pe r- C lic k Ad ve rt is in g ( PPC ) Display ads on search engines and websites. Pay only when users click on the ad. Target specific landing pages and generate leads. Example: Promote "luxury Maldives vacations" with Google Ads. 3) So c ia l Me d ia Ma rke t in g Engage with customers on platforms like Facebook, Instagram, and Twitter. Use visual content and storytelling. Run targeted advertising campaigns. Example: Share culinary tour experiences on Instagram to attract food enthusiasts. 4 ) C o n t e n t Ma rke t in g Define the travel agency's USP that sets it apart from competitors. Highlight what makes the agency unique and why customers should choose it over others. 5 ) Em a il Ma rke t in g Nurture leads and promote special offers. Personalize email campaigns. Drive bookings, encourage repeat business and, build brand loyalty. Example: Send group travel offers with exclusive discounts and testimonials 6 ) In flu e n c e r Pa rt n e rs h ip s Collaborate with influencers and travel bloggers Showcase travel experiences and promote tour packages Build credibility with potential customers Example: Partner with eco-conscious influencers to promote sustainable travel 7) Virt u a l Re a lit y ( VR) a n d Au g m e n t e d Re a lit y ( AR) Offer immersive experiences and virtual tours Showcase destinations and accommodations interactively Enhance customer experience and engagement Example: Create a VR tour of luxury cruise ships to entice potential customers TRAVEL AGENCY CHAPTER 3 PART 2 TABLE OF CONTENT Sales & Promotion SALES AND PROMOTION  Sale s and Promot ion Sa le s p ro m o t io n inc lud e s d iffe re nt me thod s a ime d a t othe r g oa ls a nd a ud ie nc e s. While we will look a t the s e me thod s a nd how the y a re us e d , it is imp orta nt to re me mb e r tha t s a le s p ro m o t io n h a s u n iq u e fe a t u re s tha t ma ke it d iffe re nt from othe r ma rke ting tools , no ma tte r the me thod or g oa l. The ma in fe a ture s of s a le s p romotion a re : Its primary goal is to generate an immediate increase in sales. In contrast to many advertising strategies, it is typically short- term rather than long-term. It primarily targets the later stages of the purchasing process. It is directed specifically at the intended audience rather than being disseminated through media channels. Since it does not rely on media, there are no commission costs, and payment is made directly.  Fact ors Influe ncing In The De s ign of Tour Package s Th e p a c ka g e t o u r in d u s t ry c a rrie s a lot of ris k, re q uire s a hig h b re a ke ve n p oint, offe rs a p re mium- q ua lity p rod uc t, a nd fa c e s s trong c omp e tition. This me a ns tha t s uc c e s s ful tour ma na g e me nt ne e d s c a re ful p la nning a nd thoroug h ma rke t re s e a rc h. Be fore ma rke ting a nd p romoting a tour, the p a c ka g e mus t b e d e s ig ne d to b e hig hly a p p e a ling , ma king it a ke y p a rt of the p romotion. The ma in fa c tors to c ons id e r a re : The mode of transportation, whether air-conditioned The purpose of the tour or non-air-conditioned, and whether it is personal or The budget of the tourists on a seat-in-coach (SIC) basis The choice of destination The guides, including their allowances and expenses The duration of the tour The timing of operations, including peak season or off- Seasonal variations season rates The type of accommodation and meals provided Market competition Information regarding departure and stay The political stability of the destination The relationship between the host country and the region generating tourists St rat e gy t o Incre as ing Re ve nue 1. Unde rs t and Your Targe t Marke t A fundamental step in boosting your revenue is to gain a deep understanding of your target audience. Start by identifying your customers' needs and preferences. This knowledge will enable you to communicate effectively, cater to their requirements, and enhance their satisfaction with your services. Consider asking your customers concise and engaging questions to learn more about them without overwhelming them. 2. Offe r Cos t -Effe ct ive Package s By bundling multiple services, you can provide customers with a unique experience at a competitive price. While maintaining quality is crucial, you can promote exclusive seasonal packages, highlight attractive airline deals, and combine hotel and activity offerings for better value. Delivering excellent service at an affordable price will likely encourage repeat business, ultimately increasing your long -term revenue. 3. Provide Adde d Value Enhancing your customers' experiences by offering additional value is a straightforward way to increase revenue per customer. Consider including complimentary meals or sightseeing opportunities as part of your tour package. For couples, you might offer a glass of wine and appetizers to create a more romantic atmosphere, thereby enriching their experience. 4. Ut ilize an Online Plat form Having a well -designed, visually appealing, and user- friendly website is essential. Ensure your site features high -quality images and provides comprehensive information about your services, including hotel bookings, car rentals, and travel arrangements. Optimize your website for search engines (SEO) to enhance visibility, and choose a memorable domain name that reflects your brand. Additionally, leverage social media platforms like Facebook, Twitter, LinkedIn, and Instagram to engage with customers and promote special offers, as content shared on these networks tends to rank higher on Google. 5. Encourage Cus t ome r Fe e dback With many travellers checking reviews before booking, it's beneficial to motivate your clients to share their experiences. Consider running seasonal contests for the best travel photos and reviews, rewarding winners with discounts or complimentary nights on future trips. Encourage past customers to leave reviews on your website, helping future clients book with confidence. Feedback, both positive and negative, can provide insights into your service quality and highlight areas for improvement. Addressing negative feedback constructively can drive enhancements in your offerings. 6. Re que s t Cus t ome r Re fe rrals Referrals can be a powerful tool for increasing revenue when approached correctly. Make it a habit to ask satisfied customers for referrals, as they may not think to offer them unless prompted. Communicate your request, whether through direct conversations, emails, or social media channels. You can even draft referral emails for your clients to send to their friends, making it easier for them to help you grow your customer base.  Adva nta ge s S ALES Precise Targeting: Sales promotions can be more accurately directed at specific audiences than advertising. P ROMOTION Easy to Measure:Because they aim for quick sales, the results of sales promotions are easier to track than advertising. Most analyses show that sales Influences Choices: Sales promotions help influence the prom otion n ow accoun ts for decisions of both customers and intermediaries. the highest proportion of Flexible: Sales promotions can be quickly planned and overall spen din g in the adjusted based on market needs. com m un ication s budgets of Effective Tool: They are powerful for boosting market share, m ost com pan ies. Slowly, it has gradually overtaken encouraging brand switching, and building brand loyalty. advertisin g. Budget-Friendly: Sales promotions work well for both small and large companies, even with limited budgets. Versatile: They can target various groups, like dealers, sales teams, and customers, to build loyalty and motivation.  Dis a dva nta ge s Low Credibility: Customers might see sales promotions as less trustworthy because they know the goal is to drive sales. Short-Term Focus: Relying on sales promotions can make companies focus more on immediate gains rather than long -term growth. Temporary Sales Boost: While sales promotions can increase sales, S ALES the effect might be short -lived, leading to a drop in sales afterwards. Delayed Purchases:Customers might wait to buy products, expecting P ROMOTION future promotions. Less Brand Loyalty: Sales promotions can lead to customers switching brands more easily, reducing brand loyalty. Brand Devaluation: Frequent promotions can make a brand seem cheaper, potentially harming its overall image and that of the company. Increased Competition: Sales promotions can spark intense competition, especially on pricing, often leading to retaliatory moves by competitors.  Adve rt is ing Advertising is a paid form of mass communication meant to inform or persuade people about a product or message. Traditional forms include TV, radio, newspapers, magazines, and billboards. This type of communication is usually one - way, from the advertiser to the audience. For the tourism industry, advertising is crucial. Effective advertising, rooted in cultural values, drives economic growth by attracting more tourists and investments. Advertisers need to carefully identify their target audience to make their campaigns successful, increasing tourism and investment. Recently, slogans have become an important tool in advertising. A good slogan can leave a strong impression on the audience. Exa mple of S loga n Exa mple of S loga n Exa mple of S loga n Exa mple of S loga n Cons ide rat ion Whe n Doing Adve rt is ing: 1) Ta rg e t Au d ie n c e - De fining to whom is the a d ta rg e te d. 2 ) Ge n e ra l Me s s a g e - Conve y in p la in, s imp le la ng ua g e wha t it is tha t you wa nt the ta rg e te d a ud ie nc e to he a r or s e e. 3 ) Pre s e n t in g t h e Me s s a g e - How you s ta te or s a y your me s s a g e will imp ly/ re p re s e nt your p rod uc t/ s e rvic e offe re d 4 ) Re a c h vs Fre q u e n c y - Re a c h = how wid e / Fre q ue nc y = how ofte n 5 ) Pla c e m e n t - Whe re you wa nt to p la c e your me s s a g e In the p ub lic a tion/ ra d io b roa d c a s t/ hig hwa y b illb oa rd St rat e gy t o boos t t ouris m and t rave l indus t ry Persuade of the international tourist to come to the destination with the appropriate advertising Tour leaders to raise the level of knowledge and information on domestic and foreign travel. Use International Advertising as a primary tool to bring a closer and clearer understanding of the destination's culture and heritage. Providing short films, documentaries and short Teaser showing the internal and external networks. Raise the quality of services provided by hotels and airlines  Me rchandis ing Merchandising activities may include display techniques, free samples, on - the - spot demonstrations, pricing, shelf talkers, special offers, and other point - of - sale methods. According to the American Marketing Association, merchandising encompasses “planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price”. Effe c t ive Te c h n iq u e fo r t ra ve l a n d t o u r m e rc h a n d is in g 1. De s ig n d is p la ys w it h t h e c o n s u m e r’s n e e d s in m in d. Inc orp ora te into your d is p la ys a rtic le s a nd us e ful informa tion ra the r tha n s imp ly p re tty. For e xa mp le , if you a re me rc ha nd is ing a b roc hure the rule is tha t In touris m, s imp le is b e tte r. Too ma ny touris m ite ms a re s o fille d with informa tion tha t in the e nd , no one re a d s a nything.  Me rchandis ing 2. Ta ke t h e t im e t o c rit iq u e yo u r p la c e o f b u s in e s s. For e xa mp le , a na lys e how you ha ve a rra ng e d your s tore , vis itor b ure a u, a ttra c tion or e ve n s c hool. Wha t is the firs t thing tha t your c us tome r or vis itor s e e s ? Wha t typ e of a mb ie nc e ha ve you c re a te d a nd d oe s it ma tc h the p rod uc t tha t you a re s e lling ? Is your e ntra nc e c lutte re d or too e motiona lly c old ? How d oe s your loc a le s me ll? Are the re flowe rs in a b und a nc e or is the loc a le d irty? 3. No m a t t e r w h a t yo u r p ro d u c t m a y b e , p u t s o m e t h in g o u t t h a t a t t ra c t s t h e e ye. Ofte n la rg e a nd c olorful ite ms will a ttra c t c us tome rs a llowing the m to look a t the s urround ing me rc ha nd is e. The ke y to g ood me rc ha nd is ing is c re a tivity. If your me rc ha nd is e or p rod uc t is not p re s e nte d in a p os itive lig ht, the c us tome r will ig nore it. De ta il a nd c a re a re e s s e ntia l. Re me mb e r tha t this p rinc ip le hold s true not only for ta ng ib le p rod uc ts s uc h a s s tore g ood s b ut a ls o inta ng ib le p rod uc ts , e ve nts a nd e ve n e d uc a tion.  Me rchandis ing 4. Avo id c lu t t e r a n d d e ve lo p t h e m e s. Too muc h is no g ood ! If the re is too muc h d is p la ye d or too ma ny offe ring s the mind ofte n g e ts c onfus e d. Pic k a the me , ma ke it c le a r, a nd a llow p e op le to s e e wha t you ha ve without c lutte ring up the ir mind. 5. Lig h t in g s h o u ld c o m p le m e n t yo u r g o a l/ t h e m e ra t h e r t h a n w o rkin g a g a in s t it. The re is a time for e ve ry form of lig hting. Think throug h wha t it is tha t you a re trying to a c c omp lis h. Is your g oa l to ma ke your me rc ha nd is e e a s ily s e e a b le or a re you s e e king a roma ntic mood ? 6. Ma ke yo u r h o lid a y d is p la ys u n ive rs a l. In tod a y’s multic ultura l world , b e wis e e noug h to re c og nize d iffe re nt re lig ions a nd holid a ys. Touris m is a ll a b out c e le b ra ting the othe r a nd s e e king inc lus ive ne s s ra the r tha n e xc lus ivity. Us e the holid a y d is p la ys to inc lud e a s ma ny g roup s of p e op le a s p os s ib le a nd a s te a c hing a nd e d uc a tiona l tools.  Me rchandis ing 7. De s ig n yo u r d is p la ys t o in c o rp o ra t e s o m e t h in g o r yo u r o r yo u r c o m m u n it y’s p e rs o n a lit y. Uniq ue d is p la ys b e c ome a ttra c tions in a nd of the ms e lve s a nd ofte n a d d to the c us tome r’s ove ra ll e xp e rie nc e a nd a s e ns e tha t you c a re a b out him or he r. Try to s how in your d is p la ys tha t your c us tome rs /vis itors a re imp orta nt to you. 8. Wh e n d e s ig n in g d is p la ys c h o s e yo u r c o lo u rs w is e ly a n d t h e n u s e c o lo u rs a n d m o re c o lo u rs ! Vib ra n t c o lo u rs c a n s a ve a d is p la y o r c re a t e a m e m o ry. Eve n b roc hure ra c ks or b ooks he lve s c a n b e turne d into c re a tive e xp e rie nc e s with the us e of a vib ra nt c olour. 9. Re m e m b e r t h a t yo u c a n m e rc h a n d is e n o t o n ly t h in g s , b u t a ls o id e a s , a n d c o n c e p t s. Touris m is a b out id e a s a nd the c re a tion of me morie s. The s e p rod uc ts s hould a ls o b e me rc ha nd is e d with c a re.  Me rchandis ing 10. Do n o t ju s t s e ll s o m e t h in g b u t a ls o g ive s o m e t h in g a w a y. Pe o p le lo ve t o re c e ive s o m e t h in g fo r n o t h in g. Create open houses, have g ive a wa ys a nd turn to b e in your p la c e of b us ine s s not me re ly a s hop p ing e xp e rie nc e b ut a n e ve nt. Souve nirs a ls o a c t a s fre e a d ve rtis e me nts c re a ting not only a word - of- mouth b uzz b ut a ls o a c t to e nc oura g e re p e a t b us ine s s. Personal Selling For a long time, personal selling was not always viewed as being part of the marketing communications mix, or even part of marketing because the sales function is often managed by the sales director with a sales team, sales is still not fully planned and integrated with the other elements of marketing communications.  Direct Direct personal contact with customers, often, though not always, face to face As a marketing communications Two-way communication tool, personal Personal selling enables two-way selling has the communication between seller and following buyer characteristics: Inducing behaviour Like sales promotion, personal selling is aimed at inducing behaviour and specifically purchasing.  Adva nta ge s Precision: it can be very precisely targeted about target customers. P e rs ona l Flexibility: it enables two -way communication with customers. This results in personal selling being a very flexible S e lling form of marketing communications. Facilitates relationship building: more than any of the other tools of marketing communications, even loyalty -building promotions, personal selling enables the building of close relationships with customers, thereby potentially increasing customer loyalty. Enables a range of tasks:most of the marketing communications tools are just that – they facilitate the communications process., for example, information gathering, product or service delivery and complaint handling.  Dis a dva nta ge s Cost per contact: personal selling is probably the highest cost P e rs ona l method in terms of contacting each customer. Less control: the advantage of flexibility with the sales person being able to adapt the message according to S e lling circumstances, Variability: related to the problem of lack of control and indeed, often a reason for it being a problem is the fact that because personal selling is Low source credibility: customers understand that the job of the sales person is to make a sale. Any messages delivered by the sales person are interpreted from this perspective. This may mean that they have a low credibility for the customer. Public Relation & Publication Public relations (PR) in the tourism industry is about using strategic communication to build and maintain a positive relationship between an organization and the public. In tourism, PR helps create a desire to travel by shaping a favorable image of a destination or service. PR involves activities that promote a good relationship between tourism organizations and other entities. In the travel industry, PR plays a key role in connecting personally with the audience, which can be more effective than other forms of marketing. Why P ublic Re la t ion is Import a nt in Tra ve l a nd Touris m Indus t ry? PR is actively used as a promotional tool. Through third -party endorsement, the organizations are successful at pitching their stories without seeming too salesy. PR brings its valuable media connection which helps the Travel industry hugely. The media brings in credibility which helps in building a positive image. For example, the media frequently release their own “Top list of places/hotels/restaurants to visit” which acts as a huge promotional platform for an organization. Through PR, creating awareness becomes easier.Whether its launch of new products, services or any promotions, organizations can easily promote themselves. PR can alsohelp organizations to communicate with their publics PR helps to bridge the gap between the organization and its employees. Public Relation Tools Publicity Publicity is about spreading information and creating awareness of products or services through various media channels. Its main goal is to make as many people as possible aware of something in a short time. Unlike marketing, which often involves detailed messaging, publicity focuses on making the product or brand visible, such as through product placements or logos, without necessarily explaining the benefits. This broad visibility can set the stage for more detailed marketing efforts later on. The purpose is to enhance the public image and goodwill of the company, support the organization’s sales activity Positive relationship with the local community. Why P ublic it y is Import a nt in Tra ve l a nd Touris m Indus t ry? It’s Virtually Free: Apart from content and media distribution costs, publicity costs are virtually free. Your Business Gets More Traction: Paid advertisements are costly and not always viable. In the event your small business is the type that easily gets attention and focus, then media publicity could drive masses of people to your products or services. Publicity Makes You an “Expert”: If your business is the type that is regularly quoted, then the natural assumption people will make is that you are an expert in your field. It Helps to Form Strategic Alliances: When you are cited in the media, other companies will engage with you because it shows that you are putting yourself out there and that you’re ready to interact on topics you are an expert in.