Travel Marketing & Promotions Flashcards

Which marketing concept describes the total perceived value a customer receives from a travel product minus what they pay for it?

Answer: Customer value proposition

The customer value proposition is the perceived benefit minus the cost, representing why a customer should choose your travel product.

A travel agency wants to target customers who previously booked Caribbean cruises. Which marketing approach best fits this goal?

Answer: Behavioral segmentation

Behavioral segmentation groups customers by past purchase behavior, making it ideal for targeting prior cruise bookers.

What does 'co-op advertising' mean in the travel industry?

Answer: A supplier and agency share the cost of promoting the supplier's product

Co-op advertising occurs when a supplier (like a cruise line) shares advertising costs with a travel agency to promote the supplier's products.

Which promotional tool is most effective for generating immediate short-term bookings during a slow season?

Answer: Sales promotion with limited-time discount

Sales promotions with time-limited discounts create urgency and are most effective at driving immediate bookings.

A travel agent sends monthly e-newsletters to past clients. This practice is an example of which marketing strategy?

Answer: Retention marketing

Retention marketing focuses on keeping existing customers engaged and encouraging repeat business.

What is a 'Unique Selling Proposition' (USP) in travel marketing?

Answer: The distinct benefit that sets a travel product apart from competitors

A USP is the specific advantage that makes a travel product or agency different and better than its competition.

Which metric best measures the effectiveness of an email marketing campaign for a travel agency?

Answer: Open rate and click-through rate

Open rate and click-through rate measure actual engagement with the email content, indicating campaign effectiveness.