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
Place
the work of a waitress or bar staff serving a customer or the job of housekeeping
intangible
offering discounts, promotional codes and loyalty programmes, e.g. airmiles
sales promotions
a hotel room or airline seat after the specified date
perishable
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
Price: competition
the actual food and drink served in a hotel restaurant
tangible:
perceived benefits must be greater than the costs
Price: Value for money
direct mail, websites, advertisements on TV and in the press, telemarketing, point-of-sale material (tour operator brochures)
Promotion: • direct marketing