(Glencoe Marketing Series I II. Hospitality and Tourism .docx

(
Glencoe Marketing Series:
I
II. Hospitality and Tourism
I
5. The Tourism Business
I
I
©The McGraw-Hill
Hospitality and Tourism Markets
Companies, 2006
)Section
Travel and Tourism
96 Unit 2 Hospitality & Tourism Markets
AS YOU READ ...
YOU WILL LEARN
· To identify factors that contribute to the growth of tourism.
■ To discuss the reasons that people travel.
· To describe the different types of tours.
WHY IT'S IMPORTANT The travel and tourism industry is a
broad and ever-changing industry with great growth potential.
Understanding the scope of the industry helps professionals
serve their customers.
KEY TERMS
· disposable income

· niche market
· package tour
· charter tour
< customized tour
PREDICT
Why might the travel and tourism industry continue to grow?
disposable income the money left from a person's gross income
after taking out taxes
Introduction to Travel and Tourism
T
he travel and tourism industry includes businesses and
government agencies that service travelers. For most countries,
travel and tourism can represent a large percentage of total
revenue. For example, in the United States, nearly one-third of
all households took at least one trip away from home each
month during 2003. In 2004, overall spending by domestic and
international visitors in the United States increased more than 4
percent to $568 billion.
The Growth of Tourism
T
he growth of travel and tourism, despite instability in different
parts of the world, is due to many factors that affect travel
trends. Today some of these factors include trends toward dual
family incomes, baby boomers who enjoy travel, health
consciousness, available leisure time, new transportation
options, increased Internet use, niche travel markets, and the
growth of adventure travel.
Dual Family Income
In many two-parent families, both parents work outside of the
home. Their income may provide additional disposable income,
which is the money left from a person's gross income after
taking out taxes. Disposable income may be spent on items such

as cars, appliances, travel, and other recreation. Because leisure
time is scarce, Americans treasure the quality time they are able
to spend on vacations with their families.
Baby Boomers
Because of its size and spending power, the baby-boomer
market makes up a large percentage of the traveling public.
Over the next decade, this group will continue to travel.
However, for older adults (55 years and above), expectations
and needs regarding travel and accommodations may be
different.
Health
Due to advanced health-care options, many senior citizens are
traveling more frequently. Health-care options contribute to the
increase of available tour programs, such as tour packages for
people with disabilities, to a variety of destinations. Cruise
lines offer specially designed packages for these groups.
Glencoe Marketing Series: I II. Hospitality and Tourism 1 5.
The Tourism Business I I © The McGraw-Hill
Hospitality and Tourism Markets Companies, 2006
Leisure Time
Many employers indirectly support the growth of the travel and
tourism industry by providing their workers with more liberal
vacation time and flexible-time benefits. To take advantage of
long holiday weekends and additional holidays thoughout the

year, many travelers take mini-vacations in addition to
traditional one-week or two-week vacations.
New Transportation Options
New low-cost airline carriers have increased the options for
travelers considering long-distance trips. Low-cost airlines
serve destinations previously available only to passengers who
paid higher fares or who were willing to make many
connections. This ease of access through new airlines has
increased the number of travelers—especially travelers who
visit family and friends.
The Internet
The convenience of booking a trip online has also contributed to
the increased number of travelers. Previously used only for
gathering information, the Internet is now a source of
transportation, lodging, and sightseeing bargains. Many travel
and tourism businesses operate full-service Web sites that
provide information and booking capabilities. Travelers are
taking a do-it-yourself approach to finding and booking travel
and tourism options on the Internet.
Niche Markets
The emergence of niche markets has increased tourism. These
markets draw more travelers. A niche market is a new market in
tourism that bases travel on specific interests:
· Travel for the disabled
· Adventure travel
· Geotourism s Agritourism
TRAVEL FOR THE DISABLED One large niche market
includes over 22 million people with disabilities, or 71 percent
of adults with disabilities. Each of these people traveled at least
once during 2003. The majority of people with disabilities
travel for pleasure. Specialty tours, especially on cruise ships,
have attracted a number of travelers who seek special services.
ADVENTURE TRAVEL As a niche market, adventure travel
offers a broad spectrum of outdoor tourist activities, such as

hiking, boating, mountain-climbing, exploring rainforests, or
walking on glaciers. These activities may involve interaction
with the natural environment away from the participant's home
area. With adventure travel, there may be various risks, which
must be overcome by the participant.
ETHICS & ISSUES
Getting Everyone There
Many travel and tourism professionals realize that making
travel possible for everyone is good business. For example, over
194,000 travel-related jobs are generated by travelers with
disabilities. In 2002 alone, this market segment spent $13.6
billion on travel and tourism. According to the Open Door
Organization, cruises are the most popular form of travel for
people with disabilities, because cruise lines provide special
services to meet their needs. If other segments of the travel and
tourism industry improved accessibility, revenue from this
market could double. Do you think travel and tourism
businesses should be required to accommodate travelers with
disabilities? Why or why not?
niche market a new market in tourism that bases travel on
specific interests, such as ecotourism
Chapters the Tourism Business 97
Glencae Marketing Series: I II. Hospitality and Tourism I 5
The Tourism Business I ©The McGraw-Hill
Hospitality end Tourism Markets Companies, 2006
12. Distribution
© The McGraw-Hill Companies, 2006

242 Unit 3 Marketing Hospitality & Tourism
THE
Electronic
CHANNEL
Electronic Etiquette
Tourism is an international business. Professionals who work in
tourism need to understand and adapt to the cultural and
language differences of their business partners in order to work
and negotiate effectively. For example, it may be acceptable to
call business associates in the United States by their first
names, but in Japan, such informality is reserved for close
friends and family members. Many businesspeople are turning
to the Internet to stay up-to-date on key aspects of international
business etiquette. The same information you find online can
now travel with you in handheld PDAs (Personal Digital
Assistants) that are about the same size as cell phones.
Find out more about international business etiquette by visiting
Web sites through marketingseries.glencoe.com.
GEOTOURISM/ECOTOURISM Another niche-market trend is
geotourism, or ecotourism, which is tourism in exotic or
threatened ecosystems for the purposes of observing wildlife or
to help preserve nature. A study done by the Travel Industry
Association of America (TIA) reported that about 75 percent of
all Americans feel that their tour visits should not damage the
destination's environment. Geotourism sustains or enhances the
geographical location's character, which includes its
environment, community, culture, heritage, and aesthetics.
AGRITOURISM Agritourism involves visiting a working farm
or any agricultural, horticultural, or agribusiness operation.
Tourists go to these sites for the purpose of enjoyment,
education, or active involvement in the activities of the farm or
operation.
Reasons to Travel

P
eople travel for a variety of reasons. Basically, there are two
main reasons for travel—business and leisure. Business travel
could be motivated by meetings, conventions, or other general
business reasons. Leisure travel involves travel for pleasure.
Some reasons for leisure travel are listed in Figure 5.1.
Tourism's Economic Impact
A
ll types of travel and tourism offer positive economic benefits.
In the United States, one out of every eight people is either
directly or indirectly employed in the travel and tourism
industry. Travel employers include transportation providers and
tour providers. In addition, the travel and tourism industry is
one of America's largest retail industries, ranking third,
according to the TIA. It is one of the largest employers in 29
U.S. states. Travelers in the United States spend approximately
$17,000 per second, $1 million per minute, $60 million per
hour, and $1.4 billion per day.
Figure 5.1
Reasons for Leisure Travel
TOURIST ATTRACTIONS Many people enjoy traveling for a
variety of reasons. What do you think is the number-one reason
for leisure travel? Why?
· Visiting family and friends
· Natural and constructed attractions
· Religious attractions
· Fairs and festivals A
· Cultural attractions
· Sports events
· Shopping
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marketingseries.glencoe.com
(
Section f 1
Glencoe Marketing Series: Hospitality end Tourism
III. Marketing Hospitality and Tourism
)Selling Hospitality & Tourism
12. Distribution
AS YOU READ ...
YOU WILL LEARN
· To explain the types of selling.
· To list the steps of selling.
· To differentiate between features and benefits.
WHY IT'S IMPORTANT Selling is a process. It is important to
understand the steps in the process to be effective at selling and
servicing your customers.
KEY TERMS
· personal selling

• business-to-business selling " buying signals
· cross-selling
· selling up
· feature
· benefit
PREDICT
Describe a recent purchase you made. How did the sales
associate approach you?
personal selling the type of selling that involves direct
interaction between sales associates and customers
business-to-business selling the type of selling whereby one
business sells goods or services to another business
Types of Selling
S
elling involves identifying the needs of customers and being
able to meet those needs through providing products, or goods
and services. Selling is also part of promotion, one of the four
Ps of the marketing mix. Two types of selling are personal
selling and nonpersonal selling. Nonpersonal selling does not
involve interaction between people. Sales promotion, publicity,
and advertising are types of non-personal selling. To be
successful with any type of sales, a seller must know how to get
information from customers to identify their needs. It is also
important to be able to provide customers with information
about a product and to convince them to make a buying
decision. Personal selling is a process that involves a series of
steps to exchange information.
Personal Selling
Most of us are familiar with personal selling, or selling that
involves direct interaction between sales associates and
customers. Personal selling can occur in a retail store, in your
own home, over the telephone, or in an office. For example,
personal selling is one aspect of telemarketing. A direct-

marketing strategy, telemarketing involves more than just
selling. Careful research, good timing, and a well-trained sales
staff are necessary for effective telemarketing. Sellers must be
able to convince and overcome customers' objections over the
telephone. When properly applied, telemarketing can be a useful
personal-selling method.
DO-NOT-CALL LISTS An increase in telemarketing calls
caused the enactment of recent legislation to limit these calls.
Consumers who do not want to hear from telemarketers register
their telephone numbers on do-not-call lists nationwide. This
prevents telemarketers from calling numbers on the lists.
Business-to-Business Selling
Business-to-business selling is the type of selling whereby one
business sells goods or services to another business. For
example, a hotel needs linens, towels, food, beverages, and
many other products to operate its business and to provide its
product, which is overnight accommodations.
Products can be sold over the telephone, through a catalog, in a
retail store, or over the Internet. Regardless of where the selling
occurs and to whom, the process that leads to a sale involves a
series of activities called the steps of selling.
12. Distribution
Glencoe Marketing Series: I III. Marketing Hospitality I 12.
Distribution I I ©The McGraw-Hill
Hospitality and Tourism and Tourism Companies, 2006
The Sales Process
A
ll sales of products—from overnight accommodations and
romantic cruises to fine dining and escorted tours—involve a
series of steps, or a process, which lead to the desired outcome,

or the sale. (See Figure 12.1 on page 245.)
Seven Steps of Selling
The sales process usually involves the following seven steps:
1. Approach—Identify customers.
2. Determine needs—Find out what the customers want or need.
3. Present the product—Select a product to fit the need or want
and make a recommendation.
4. Overcome objections—Answer questions or eliminate doubts
about a product or service.
5. Close the sale—Motivate the customer to action.
6. Perform suggestion selling—Present ideas for additional
product sales.
7. Follow up—Stay in touch with the customer after the sale.
—» SELLING ON THE NET As of 2004, the number of
Americans using the Internet for travel planning stabilized at
63.8 million people. However, the number of travelers who
actually book airline tickets, hotel rooms, and other travel
services online continues to grow.
Every sales situation is different. Some situations may require
repeating steps, taking the steps out of sequence, or skipping a
step. For example, if your first recommendation for a tour
package is rejected, you might go back to step three and get
more information. The following segments focus on the specific
steps of selling and provide examples of how a travel agent
might apply the steps.
STEP 1: APPROACH Identifying customers means more than
just finding new or potential customers. It also means
qualifying them. When you qualify a customer, you try to
determine if he or she is ready to buy or is just browsing. You
also need to know if the customer is able to pay for the product,

and if he or she has the ability to make a buying decision if
presented with one. Once you are satisfied that you are dealing
with a qualified buyer, you start building a rapport to find out
what he or she needs or wants.
STEP 2: DETERMINE NEEDS In step two, find out what the
customer needs or wants. To fully understand this, ask open-
ended questions. This allows a customer to provide personal
information and to communicate what he or she seeks from the
product. Open-ended questions cannot be answered with a
simple "yes" or "no." They require more detailed answers. By
asking questions, such as who, what, where, when, and why,
you can get useful information to determine a customer's needs
to offer the right product.
For example, you are a travel agent, and one of your customers
wants to book a trip. You will need to know who is traveling
and what type of travel experience he or she wants. Find out the
destination, the travel dates, and the reason for the trip.
TECH
NOTES
Direct Distribution
Many travelers book hotel rooms through online intermediaries,
such as Expedia and Orbitz, instead of going directly to a
hotel's Web site. These intermediaries buy blocks of hotel
rooms at deep discounts, and then mark up the price slightly for
consumers, who receive substantial discounts. However, the
consulting firm Hospitality eBusiness Strategies believes that
hotel operators need to "balance the direct versus indirect
distribution and regain control of their Internet presence."
tapList three ways hotels benefit from increasing distribution on
the Internet after reading information through
marketingseries.glencoe.com.
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marketingseries.glencoe.com
Chapter 12 Distribution 243
Distribution I ©The McGraw-Hill
12. Distribution
Selling the New JetBlue
. .RiHow do you stir up the
J .. .1H£.. airline industry? If you're AIRWAYS n .. ., ,
David Neeleman, you create
a discount airline that makes new rules and turns
a profit. After years of experience in the airline
industry, Neeleman started JetBlue. In the 1980s,
he ran Morris Air Corporation, a discount carrier
that pioneered the use of electronic ticketing.
Over the next decade, he worked at different
airlines and technology companies. These
experiences led up to his dream of creating his
own airline. This airline would right the wrongs
of current industry leaders. He would improve
customer experience, eliminate inefficiencies,
and pass the value on to customers.
BREAKING THE MOLD
Unlike other start-up companies, Neeleman raised a record
amount of investor cash before the business opened. The funds

allowed JetBlue to acquire a fleet of new Airbus A320 airplanes
instead of old cast-offs. While the new planes were more
expensive, they required less
maintenance. The aircrafts also featured an all-coach-class
design with leather seats and individual DirecTV screens. These
amenities surpassed those of other coach and discount
competitors.
In addition, JetBlue used technology to streamline operations
and cut costs. Sales agents worked from home, which saved on
office expenses and improved employee morale. Pilots used
laptops instead of bulky paper flight manuals. Tickets were
electronic instead of paper. Passengers could receive a $5
discount when they purchased tickets through the JetBlue Web
site instead of through travel agents. These strategies resulted in
smoother operations and big profits. Legacy airlines such as
United and Delta took notice and began creating their own
discount carriers to duplicate the success of JetBlue.
1. How did JetBlue use technology to assist in selling?
2. Describe JetBlue's sales approach to customers.
3.
1.
CONNECT
What are some signals that you might give to show you are
ready to buy?
buying signals verbal or nonverbal signs of a customer's

readiness to buy
STEP 3: PRESENT THE PRODUCT After you have listened to
the customer, you should select a product to meet his or her
needs or wants. During this stage of the sales process, restate
what the customer told you and ask for confirmation. For
example, you might say, "Paul, you told me you are looking for
a romantic getaway near the ocean to celebrate your wife's 50"1
birthday. You would like to schedule spa treatments for you and
your wife. If possible, you would like a tee time at the golf
course on Saturday afternoon. Later you want to surprise your
wife with red roses in the room before dinner. Does that sound
right?" Asking for feedback allows the customer to confirm
your understanding of what product he or she wants and can
provide more details that will help you make the best
recommendation. Then you make your product recommendations
to the customer. Look for buying signals, which are verbal or
nonverbal signs of a customer's readiness to buy. Buying signals
can be verbal, such as "that sounds good to me," or nonverbal,
such as nodding in agreement or touching a brochure.
Depending upon the customer's buying signal, you, the sales
associate, may take step four or five.
Glencoe Marketing Series: I III. Marketing Hospitality
Hospitality and Tourism and Tourism
STEP 4: OVERCOME OBJECTIONS A customer may object to
making a buying decision for many reasons. He or she may not
be convinced that your recommendation is right. The customer
may doubt what you have said is true or accurate. Step back and
demonstrate how your recommendation addresses his or her
needs. Offer more information, such as a brochure or
photograph. A customer's objections can be due to your lack of
information. For example, the answers to questions in step two
did not give you information about the customer's budget— and

so you recommended a product that was out of the customer's
price range. Go back to step two and get more information to
make another, more suitable recommendation.
STEP 5: CLOSE THE SALE If you have been successful with
the earlier steps, you will probably be successful at motivating
your customer to buy. Closing the sale means getting a
commitment from the customer to purchase the product. Before
this step, you might seek commitment from your customer by
asking indirectly for the sale. You can do this throughout the
sales process by asking "Does that sound good to you?" or "Can
you picture yourself on that beach?"
STEP 6: PERFORM SUGGESTION SELLING This step
involves presenting ideas for additional product sales. The
suggested products might be related to the original purchase.
For example, you can offer a car rental with a travel package.
You may also have the opportunity to cross-sell or sell up.
Cross-selling is the method of selling the customer additional
related products tied to one name. Selling up is offering a more
expensive or upgraded version of the original recommendation.
CALCULATING NET REVENUE
Vin sells a vacation package for $1,200. His costs include 37
percent for hotels, 15 percent for bus rentals, and 25 percent for
advertising. What is his net income?
«*For tips on finding the solution, go to
marketingseries.glencoe.com.
QUESTION
What is closing the sale?
cross-selling the method of selling the customer additional
related products tied to one name

selling up offering a more expensive or upgraded version of the
original recommendation
The Sales Process
(
Determining needs
)PERSONAL SALES STEPS This selling process is used in all
industries. The principles also apply to sales of hospitality and
tourism products. During which step does the sales associate or
agent eliminate customers' doubts about the product?
12. Distribution
Distribution I I © The McGraw-Hill
12. Distribution
S & l§!

QUALITY SERVICE In hospitality and tourism businesses,
service can make a big difference to customers who may
become lifetime clients. Why would service be especially
Important for keeping a small agency In business?
ETHICS & ISSUES
12. Distribution
Traveling With Disabilities
In 1986, Congress passed the Air Carrier Access Act (ACAA).
This act states that "no air carrier may discriminate against any
otherwise qualified handicapped individual by reason of such a
handicap, in the provision of air transportation." However,
many travelers with disabilities have difficulty traveling.
Among the biggest complaints is the lack of specially equipped
restrooms on flights, missing connecting flights because of
inadequate help, low-quality wheelchairs, and untrained escorts.
Legal action is usually not a realistic option. The ACAA does
not award the cost of legal fees to plaintiffs who win. Many
lawyers will not take these cases. What might airlines do to help
travelers with disabilities?
STEP 7: FOLLOW UP Your goal is to gain a customer for life.

As we learned in Chapter 10, the sales process continues with
repeat customers or new customers who have been referred by
existing customers. To establish a long-term relationship with a
customer, you need to ensure his or her satisfaction. Following
up after the sale might include a phone call the next week to
check on the customer's satisfaction with the purchase. You
might send a postcard to wish the client a "bon voyage" or a
note thanking the client for his or her business. Keep files on
clients with information about anniversaries and birthdays. You
can send additional notes or cards that remind the customer
about your business. Follow-up is an important part of
providing excellent service, and excellent service helps market
hospitality and tourism products.
Sales-and-Service Link
Y
ou have learned that hospitality and tourism products have an
intangible quality because they are difficult to sample in
advance. Only menus, brochures, tickets, and maps are tangible
goods that are available to see prior to experiencing the product.
Photos and memories are all that remain of intangible
experiences, such as vacations or a meal at a special restaurant.
Service is what distinguishes hospitality and tourism products
from other products.
The Importance of Service
Selling without service is a disappointment. The waiter who
ignores you or is rude can ruin even the most exquisite meal. A
coffee-stained carpet or an unmade bed can ruin your
impression of a five-star hotel. Providing quality service means
more than just meeting the needs of a client. Customers expect
their needs to be met. They also expect respect, prompt and
efficient service, and a knowledgeable sales staff with a
professional attitude. In today's society, customers demand
more and expect good service.
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Glencoe Marketing Series: Hospitality and Tourism
III. Marketing Hospitality and Tourism
12. Distribution
©The McGraw-Hill Companies, 2006
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Selling Features and Benefits
B
ecause most hospitality and tourism products are intangible, it
is helpful to make those products more real to customers. One
of the best ways to make a product more tangible is to
emphasize its features and benefits.
Product Features
A feature is a basic, physical, or extended attribute of a product
or purchase. For example, in addition to an engine and tires, a
car may have antilock brakes and all-wheel drive. It may also
offer a number of other features, such as a sunroof, air bags,
automatic windows, and a CD player. These features describe
the functions.

Product Benefits
A benefit is a feature advantage of a product. For example, air
bags allow maximum safety in a head-on collision. A CD player
allows the driver and passenger to listen to music while riding
in the car. Customers buy a product based on what it does for
them. In other words, features tell, and benefits sell.
USING BENEFITS TO SELL How will an all-inclusive cruise
in a balcony cabin benefit customers? An all-inclusive cruise
means there are no hidden charges and no need to carry money
for meals and entertainment. A balcony cabin means that guests
can enjoy a sunset on a private deck.
SB
CD
g
I PART 2 H
SUPERFUTURE GUIDE
Continued from Part 1 on page 241
As the Superfuture City online guide grows, the Web site
continues to provide free information for curious Internet users.
However, special services have been added to generate income
from the site. Specialized tour itineraries can be created for
users. Advertising and promotional opportunities are available.
In addition, users can book hotel reservations online, with
discounts for Superfuture customers. Over 120,000 loyal users
have been attracted without the costs of advertising. Berkowitz
created partnerships with companies such as Diesel, Prada,
Tokyo Designers Block, and other groups. With more cities,
shops, and services being added, the site's future looks super.
ANALYZE AND WRITE
1. Write two sentences about how Superfuture reviews might
sell travel.
2. Is the Superfuture Web site a good channel of distribution for
travel products? Write a paragraph explaining your answer.

3.
1.
Selling to the Customer
Product benefits can be described in a variety of ways. They can
be adjusted to appeal to the different needs and wants of your
clients. It is important to apply the information learned from the
customer during the sales process to sell the benefits that will
satisfy those needs.
feature a basic, physical, or extended attribute of a product or
purchase
benefit a feature advantage of a product
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Quick Check
C2>
RESPOND to what you've read by answering these questions.
1. What are the steps of selling?
2. How are sales and service linked?
3. What is feature-benefit selling?

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