Marketing Mix Analysis Overview
Trafalgar Tours is an escorted touring company based in New York and has been in operation since 1947. Its parent company is Travel Corporation based in the United Kingdom. Trafalgar offers their customers varied levels of escorted touring in six different continents.
Trafalgar Tours’ product is escorted tours that offer customers different levels of tours based on their individual styles. Tours are designed with every type of customer in mind, including solo travelers, adventurous travelers, family travelers, and even independent travelers. Trafalgar offers a room mate matching service for their customers who want the option of finding a room mate to bunk with to save paying the single room surcharge. They even offer message boards on their website to allow customers a chance to get to know the other members that will be traveling with them during their tour. (www.trafalgar.com)
Trafalgar is in the growth stage in the product life cycle. They are still expanding and growing, and even though the economy isn’t helping their business at this time, they still haven’t hit their peak.
Trafalgar offers competitive prices, saving customers an average of 40% if they would have booked the same vacation on their own. Prices, as with all travel, fluctuate with the economy and demand. (Young, 2008)
Lowering prices too low may give potential customers the impression that Trafalgar won’t produce the luxury accommodations that it claims to provide. On the other hand, prices too high will deter some potential customers from booking a tour with Trafalgar at all. Instead of paying for luxury accommodations, those potential customers might forego the luxury altogether and book a less expensive, and less luxurious tour vacation.
Trafalgar’s tours can be booked via a travel agent, a toll-free phone number, and via their website. However, the vast majority of Trafalgar Tours’ sales are booked through travel agents. For this reason, Trafalgar has an agent portion to its online website that helps teach the agents how to sell Trafalgar’s products. (Young, 2008)
Trafalgar Tours does not do much advertising other than through travel agents. Getting feedback from the travel agents that sell the Trafalgar products is important to their marketing strategy. Travel agents provide demographics and front-line knowledge of what potential customers are looking for in an escorted tour. (Ruggia, 2004)
Trafalgar relies on repeat business from satisfied customers as well. This proves the quality of Trafalgar’s products. Repeat business says a lot about an organization, but repeat business dozens of times speaks volumes about the product being provided. (Young, 2008)
Pride, W., Ferrell, O.C. (2007). Foundations of Marketing: Revised Second Edition. Boston: Houghton Mifflin.
Ruggia, J. (2004). Trafalgar Marketing Tours With Cruise Savvy. (cover story). Travel Agent, 315(8), 18. Retrieved from MasterFILE Premier database.
Trafalgar Tours. About Us. Retrieved from http://www.trafalgar.com/USA/Why_Trafalgar/15_Reasons
Young, S. (2008). TRAFALGAR TOURS. Travel Agent, 333(6), 75. Retrieved from MasterFILE Premier database.