Travel Reference
In-Depth Information
Internet marketing
there are strict legal sanctions for failure to comply
with relevant legislation, including the EU Package
Travel Regulations and the Trade Descriptions Act.
Tour operators that are members of ABTA - The Travel
Association are further bound by the Association's Tour
Operators' Code of Conduct, which includes detailed
regulations concerning the content and presentation
of brochures.
Internet marketing is sometimes called 'new media'
marketing, along with text and video messaging. As
use of the internet grows, this form of advertising is
gathering pace with travel and tourism organisations, in
the form of banner advertisements or pop-ups adverts
on websites. Internet advertising is very cheap when
compared to other advertising media and very fl exible.
The proportion of UK advertising allocated to internet
advertising has grown rapidly in recent years, from just
7 per cent in 2005 to 24 per cent in 2009.
Print materials
Printed items, such as brochures and leafl ets, play a
crucial role in travel and tourism marketing. They are
used to sell a wide range of products and services, from
hotels and tourist attractions in the UK to fl ights and
package holidays abroad. In addition to the general
aim of persuading potential holidaymakers to make a
booking, holiday brochures have a number of distinct
functions, including:
•
To accurately present products and services to the
reader;
•
To convey an image of the company;
•
To convert an enquiry into a sale;
•
To offer a means of booking a holiday;
•
To explain booking and contractual conditions;
•
To present the information within the bounds of
current UK and European Union legislation.
A Thomson Holidays' brochure
Accuracy of the information contained in any travel and
tourism company's printed materials is essential, since
