in the past: sold through travel agents – travellers received an envelope full of documents such as a letter of confirmation, flight tickets and hotel vouchers • now: actual physical location is not so important

perceived benefits must be greater than the costs

offering discounts, promotional codes and loyalty programmes, e.g. airmiles

the price needs to be slightly cheaper or more or less the same as the price charged by the nearest competitor offering a similar product or service

the work of a waitress or bar staff serving a customer or the job of housekeeping

a hotel room or airline seat after the specified date

the actual food and drink served in a hotel restaurant

direct mail, websites, advertisements on TV and in the press, telemarketing, point-of-sale material (tour operator brochures)