SUMMER INTERNSHIP PROJECT REPORT

ON
‘MARKETING FOR INTERNATIONAL TOUR PACKAGE’
AT
‘CROWNE TRAVELS’

SUBMITTED

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(GENERAL)
OF
AMITY UNIVERSITY MAHARASHTRA

SUBMITTED BY
UMAR FAROOQUE
ENROLLMENT NO: A70006422132
(2022-25)
UNDER THE GUIDANCE OF
DR. NEHA CHOUDHARY

AMITY BUSINESS SCHOOL MUMBAI

AMITY UNIVERSITY, MUMBAI - PUNE EXPRESSWAY,
BHATAN- PANVEL, MAHARASHTRA 410206

1
A. CERTIFICATE FROM THE SIP ORGANISATION

2
 B. DECLARATION

I “UMAR FAROOQUE” declare that I have completed summer internship project titled as

“MARKETING FOR INTERNATIONAL TOUR PACKAGE” at “CROWNE TRAVELS”

which is submitted in partial fulfillment of the requirements for the degree of Bachelor of

Business Administration (General) of Amity Business School Mumbai, Amity University

Maharashtra during 2022-2025.

The information presented in this project is original work and does not form any part of the

project undertaken previously to the best of my knowledge.

DATE: 29/11/24

UMAR FAROOQUE
A70006422132

3
 C. CERTIFICATE

This is to certify that the summer internship project report titled as “MARKETING FOR

INTERNATIONAL TOUR PACKAGE” at “CROWNE TRAVELS” submitted by “UMAR

FAROOQUE” in partial fulfillment of the requirements for the degree of Bachelor of Business

Administration (General) of Amity Business School Mumbai, Amity University Maharashtra

during 2022-2025.

Dr. Neha Choudhary (Prof). Dr. Bhawna Sharma

Project guide Officiating Director and HOI ABS

DATE: 29/11/24

4
 D. ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere gratitude to all those who guided
and supported me throughout my summer internship at Crowne Travels, where I worked as a
Marketing Intern on the project Marketing for International Tour Packages.

I am profoundly grateful to Mr Rajarathinam Selvaraj, CEO of Crowne Travels, for providing

me with the opportunity to intern at the organization. I would like to thank Mr. Rehan Shaikh,
my internship guide at Crowne Travels, for his constant encouragement and invaluable
guidance. His expertise in marketing and the travel industry provided me with a solid
foundation to approach the project with a strategic mindset, helping me gain practical insights
into the nuances of marketing international tour packages.

I am also deeply grateful to Dr. Neha Choudhary, my mentor guide, for her thoughtful
suggestions and continuous support throughout the internship. Her constructive feedback and
encouragement greatly contributed to my personal and professional growth, allowing me to
develop a deeper understanding of the marketing field.

Lastly, I would like to extend my heartfelt thanks to Dr. Bhawna Sharma, the Head of
Institution at Amity Business School, for providing me with the opportunity to undertake this
internship. Her guidance and the academic resources available at the institution were
instrumental in the successful completion of my project.

UMAR FAROOQUE

A70006422132

5
 TABLE OF CONTENTS

CHAPTE PAGE
PARTICULARS
R NO. NO.

I. CERTIFICATE FROM THE SIP ORGANISATION 2

II. DECLARATION 3
III. CERTIFICATE 4
IV. ACKNOWLEDGEMENT 5
V. EXECUTIVE SUMMARY 8
1. INTRODUCTION 9
1.1 Overview of the Project 9
1.2 Purpose of the Study 9
1.3 Goals of the Report 10
1.4 Importance of the Study 10
2. COMPANY OVERVIEW 11
2.1 Company Background 11
2.2 Mission, Vision, and Core Values 11
2.3 Diverse Offerings and Services 12
3. CONCEPTUAL FRAMEWORK 14
3.1 The Impact of Marketing on Tourism Growth 14
3.2 The Necessity of a Strong Digital Presence in Tourism 15
3.3 Emerging Trends Shaping Tourism Marketing 16
3.4 Challenges in Tourism Marketing 17
3.5 Market Trends 18
3.6 Research Methodology 19
4. PRESENTATION, ANALYSIS AND FINDINGS 21
4.1 Current Promotional Techniques of Crowne Travels 21
4.2 Assessment of Customer Interaction 21
4.3 Strengths, Weaknesses, Opportunities, and Challenges 22
4.4 Comparison with Competitors 23
4.5 Emphasizing Sustainability and Innovation 24

6
 5 LITERATURE REVIEW 25
5.1 Overview of International Tourism Marketin 25
5.2 Foundational Concepts in Tourism Marketing 25
5.3 Emerging Innovations in International Tourism 26
Marketing
5.4 Obstacles in Promoting International Tourism 27
5.5 Effective Strategies in Tourism Marketing 28
5.6 Success Stories in Tourism Marketing 29
5.7 Summary 30
6 CONCLUSION 31
6.1 Key Learnings 31
6.2 Impacts on Career Development 32
6.3 Final Thoughts 32
VI. REFERENCES 33
VII. ANNEXURE 34

7
 ABSTRACT / EXECUTIVE SUMMARY

This report presents the findings and insights gained during my summer internship at Crowne Travels,
where I worked as a Marketing Intern, focusing on the promotion and marketing strategies for
international tour packages. The global travel and tourism industry has witnessed a steady growth
trajectory, with international tourism reaching 1.4 billion arrivals in 2019, according to the United
Nations World Tourism Organization (UNWTO).

In this highly competitive market, effective marketing strategies for international tour packages are
critical in attracting discerning travellers. Crowne Travels, a prominent player in the travel sector, has
implemented a range of innovative marketing strategies to cater to the increasing demand for global
travel experiences, with a focus on digital transformation and customer-centric offerings.
Throughout the course of the internship, I was involved in a range of activities, including market
research, competitor analysis, content creation for digital campaigns, and the development of
marketing strategies aimed at targeting potential customers for international tours. I also contributed to
the evaluation of customer preferences and trends, which helped in optimizing the promotional efforts
for international destinations.

Key findings from the internship revealed that the effective use of digital marketing tools, social media
platforms, and personalized customer engagement plays a pivotal role in attracting and retaining
customers in the highly competitive travel market. Additionally, the analysis of customer behaviour
and preferences allowed the company to refine its promotional messages, tailor offerings, and enhance
customer experiences for international tours.

The report also highlights the importance of building strong brand awareness, leveraging partnerships
with global travel agencies, and offering value-added services to differentiate Crowne Travels’
international tour packages in a saturated market. Through this internship, I gained a deeper
understanding of the complex dynamics of travel marketing and honed my skills in both traditional
and digital marketing methods.
Overall, this internship has significantly contributed to my academic and professional growth by
providing practical experience in a dynamic industry and allowing me to apply theoretical knowledge
to real-world marketing challenges.

8
CHAPTER 1: INTRODUCTION

1.1 Overview of the Project

The tourism industry has long been recognized as a significant driver of global economic growth,
fostering cultural exchange and contributing to GDP through employment, trade, and investment. As
globalization brings the world closer, international tourism has gained prominence, with millions of
individuals seeking tailored experiences in foreign destinations.

Marketing plays a pivotal role in the tourism industry, serving as a bridge between service providers
and potential travellers. Unlike other industries, tourism marketing goes beyond promoting products—
it creates dreams and inspires people to explore the world. International tour packages demand a
unique approach to marketing, as they involve a variety of services, including flights,
accommodations, local tours, and cultural experiences.

For Crowne Travels, marketing international tour packages entails identifying the right target
audience, curating compelling narratives, and leveraging both traditional and digital platforms to
promote their offerings. In this competitive landscape, the ability to differentiate their services and
build lasting relationships with customers is crucial. This project was initiated to analyse Crowne
Travels’ current marketing strategies, identify areas for improvement, and propose actionable solutions
to enhance the company’s visibility and customer engagement.

1.2 Purpose of the Study

The purpose of this study stems from the growing demand for personalized and accessible travel
experiences. Modern travellers no longer rely solely on travel agencies; they research extensively
online, compare prices, read reviews, and seek unique offerings. This shift in consumer behaviour
highlights the need for travel companies like Crowne Travels to invest in comprehensive marketing
strategies that combine traditional methods with innovative digital solutions.

Additionally, the COVID-19 pandemic has reshaped the tourism landscape, emphasizing the
importance of health, safety, and flexibility. Marketing efforts must now address these concerns while
reigniting travellers’ interest in exploring the world. Crowne Travels recognizes the need to revamp its
9
strategies to stay competitive and relevant in this evolving market. This project, therefore, aims to
bridge the gap between the company's current marketing efforts and the expectations of modern
travellers.

1.3 Goals of the Report

The primary goals of this report are:

 To evaluate the effectiveness of Crowne Travels’ marketing strategies for international tour
packages.

 To identify gaps in the company’s digital marketing efforts and suggest improvements.

 To analyse customer engagement techniques and recommend methods to enhance brand

loyalty.

 To explore innovative marketing practices that can help Crowne Travels stand out in a
competitive market.

 To provide actionable recommendations for integrating digital tools and platforms into the
company’s overall marketing strategy.

1.4 Importance of the Study

This study is significant not only for Crowne Travels but also for the tourism industry at large. It
highlights the critical role of marketing in attracting international tourists and ensures that companies
like Crowne Travels remain competitive in a rapidly changing landscape.

For Crowne Travels, the insights gained through this study can help refine their marketing strategies,
improve customer acquisition, and strengthen their position in the international tourism market. For
me, this project has been an invaluable opportunity to apply theoretical knowledge to real-world
scenarios, enhancing my understanding of marketing concepts and preparing me for future
professional challenges.

10
CHAPTER 2: COMPANY OVERVIEW

2.1 Company Background

Crowne Travels is a well-established travel and tourism company that has been serving domestic and
international traveller’s for over a decade. Established with the vision of delivering seamless and
unforgettable travel experiences, the company has built a strong reputation in the tourism industry by
offering comprehensive travel solutions. Specializing in international tour packages, Crowne Travels
is renowned for its customer-centric approach, meticulous attention to detail, and capacity to create
tailored itineraries that cater to the diverse needs of its clientele.

From adventure enthusiasts to honeymooners, corporate groups to solo travellers, Crowne Travels
curates experiences to suit every type of traveller. Its services go beyond mere bookings,
encompassing personalized travel consultations, visa assistance, local tour guides, travel insurance,
and 24/7 customer support. These features ensure a hassle-free experience for their customers.

The company’s extensive partnerships with airlines, hotels, and local operators across the globe
empower it to offer competitive pricing and exclusive deals. Crowne Travels’ commitment to
excellence ensures that travel is accessible, enjoyable, and enriching for all.

2.2 Mission, Vision, and Core Values

Mission Statement
Crowne Travels is dedicated to empowering travellers by providing them with the tools, resources, and
support needed to explore the world with confidence. Through exceptional service and customized
packages, the company strives to make every journey memorable and enriching.

Vision Statement
Crowne Travels aspires to become a globally recognized leader in the travel and tourism sector,
celebrated for its innovative practices, unwavering customer satisfaction, and commitment to
sustainable tourism.

Core Values

 Customer-Centricity: Customers are at the core of all operations, with their needs, preferences,
and satisfaction being the top priority.

11
  Innovation: Crowne Travels consistently adapts to changing trends and demands in the tourism
industry, offering novel services and solutions.

 Integrity: Transparency and ethical conduct are key to building trust and maintaining the
reliability of the brand.

 Sustainability: By promoting eco-friendly travel options and supporting local communities,

Crowne Travels embraces the principles of responsible tourism.

2.3 Diverse Offerings and Services

Crowne Travels provides a comprehensive range of services that cater to the needs of international
travellers. These include:

a. International Tour Packages

Crowne Travels specializes in creating a wide variety of destination-focused packages designed to suit
diverse travel preferences. Popular offerings include:

 Regional Packages: Covering sought-after destinations in Europe, Southeast Asia, North

America, and more.

 Thematic Tours: Catering to specific interests such as adventure expeditions, heritage journeys,
culinary explorations, and wellness retreats.

These packages are thoughtfully curated to offer travellers a blend of cultural immersion, relaxation,
and unique experiences. Whether it’s marvelling at the architectural wonders of Europe or indulging in
the street food of Southeast Asia, Crowne Travels ensures that every package creates lasting
memories.

b. Personalized Travel Planning

Understanding that every traveller has unique preferences, Crowne Travels offers customized travel
solutions that cater to individual needs. Services include:

 Tailored Itineraries: Planned based on customer preferences, budgets, and interests.

 End-to-End Arrangements: From flight bookings and accommodations to arranging local

guides, every detail is taken care of to ensure a smooth journey.

12
This personalized approach guarantees a unique travel experience, allowing customers to explore
destinations at their own pace.

c. Corporate Travel Management

Crowne Travels also extends its expertise to the corporate sector by offering solutions tailored for
business needs, such as:

 Team-Building Retreats: Organized at scenic destinations with activities designed to foster

collaboration.

 Business Conferences and Tours: Professional arrangements for conferences, trade fairs, and
business meetings abroad.

 Discount Programs: Exclusive deals and loyalty incentives for frequent corporate clients.

This service ensures efficiency and convenience, enabling businesses to focus on their goals while
Crowne Travels manages the logistics.

d. Visa and Travel Assistance

Navigating international travel regulations can be daunting, which is why Crowne Travels provides
expert guidance on visa applications. Their services include:

 Assistance with application processes and documentation.

 Updates on the latest travel regulations to ensure compliance.

This feature enhances customer confidence and removes common barriers to international
travel.

13
CHAPTER 3: CONCEPTUAL FRAMEWORK

3.1 The Impact of Marketing on Tourism Growth

Marketing serves as a transformative force in the tourism industry, shaping how travellers perceive
destinations, services, and experiences. It acts as a bridge between travel service providers and
potential customers by creating awareness, sparking interest, and building trust. Unlike traditional
industries dealing in tangible products, the tourism sector is centred on experiential services.
Therefore, marketing in tourism must go beyond information dissemination to evoke emotions, inspire
aspirations, and foster a desire to explore.

One of the primary roles of marketing is attracting customers. Strategic campaigns featuring
picturesque destinations, unique experiences, and exclusive offers capture the attention of potential
travellers and encourage them to choose specific providers. For companies like Crowne Travels, these
campaigns often highlight iconic landmarks, cultural experiences, and the seamless convenience their
services provide.

Another critical aspect is building brand loyalty. Tourism marketing emphasizes fostering long-term
relationships with customers by delivering consistent and memorable experiences. Effective branding,
combined with personalized engagement strategies, helps retain customers and encourages repeat
business.

Differentiating services is another key function. The tourism industry is highly competitive, with
numerous providers vying for attention. Through creative storytelling, innovative packages, and a
focus on unique selling points—such as eco-friendly practices or customized itineraries—marketing
helps brands carve out a niche.

Additionally, marketing serves an educational purpose. It informs travellers about destinations,

provides essential travel tips, and addresses common concerns such as safety, cost, and accessibility.
This is particularly crucial in international tourism, where travellers often require detailed guidance to
make informed decisions. For Crowne Travels, marketing not only inspires wanderlust but also
reassures customers, building their confidence to explore new horizons.

14
 Fig.1

3.2 The Necessity of a Strong Digital Presence in Tourism

The digital revolution has fundamentally changed how travellers research, plan, and book their trips.
For travel companies, maintaining a strong digital presence is no longer optional—it is a critical
component of success. Digital platforms allow companies to engage with global audiences, streamline
customer interactions, and adapt to the evolving preferences of modern travellers.

A professional, user-friendly website acts as the digital storefront for companies like Crowne Travels.
Beyond being visually appealing, the website must provide seamless navigation and be optimized for
mobile devices, as a growing number of travelers rely on smartphones for trip planning. Features such
as real-time chat support, virtual destination tours, and easy-to-use booking systems elevate the user
experience and enhance customer satisfaction.

Social media platforms like Instagram, Facebook, and Pinterest are essential tools for engaging with
travelers. Visual content showcasing travel destinations, customer testimonials, and promotional offers
attracts attention and fosters interaction. Interactive campaigns, such as photo contests, polls, and
destination spotlights, further encourage customer participation and strengthen brand visibility.

Search Engine Optimization (SEO) and content marketing are integral to increasing online visibility.
By publishing blogs, videos, and travel guides, companies not only attract potential customers but also
position themselves as industry experts. For instance, a travel blog offering tips on navigating a
foreign country or exploring hidden gems can drive organic traffic to Crowne Travels’ website while
building credibility.

15
Customer reviews and testimonials also play a pivotal role in influencing travel decisions. Platforms
like TripAdvisor and Google Reviews offer travelers valuable insights based on firsthand experiences.
Proactively responding to customer feedback—whether positive or negative—demonstrates
transparency and reinforces trust in the brand.

A robust digital presence empowers travel companies to remain relevant in a highly dynamic industry.
By leveraging the power of digital tools, Crowne Travels can effectively address customer needs,
build trust, and maintain a competitive edge.

3.3 Emerging Trends Shaping Tourism Marketing

The tourism industry is undergoing rapid transformation, driven by changing consumer behaviours,
technological innovations, and global events. To stay competitive, companies like Crowne Travels
must adapt their marketing strategies to align with these trends.

Personalization has become a defining feature of modern travel experiences. Today’s travelers expect
itineraries tailored to their specific interests, preferences, and budgets. Companies are increasingly
using data analytics and artificial intelligence to understand customer behaviours and offer
personalized recommendations. For instance, Crowne Travels can use customer data to curate bespoke
packages, such as a wellness retreat for health-conscious individuals or an adventure tour for thrill-
seekers.

Influencer marketing is another trend reshaping tourism. Social media influencers, particularly those
specializing in travel content, have a powerful impact on customer decisions. By sharing authentic
experiences and visually appealing content, influencers generate trust and inspire their followers to
explore new destinations. Collaborating with travel influencers enables companies like Crowne
Travels to reach younger audiences and create a buzz around their offerings.

Sustainability has emerged as a top priority for many travelers. Growing awareness about
environmental issues has led to an increased demand for eco-friendly travel options. Marketing
campaigns now emphasize sustainable practices such as carbon-neutral trips, eco-lodges, and
community-based tourism. By promoting green initiatives, Crowne Travels can appeal to
environmentally conscious travelers and contribute to responsible tourism.

16
The digital transformation of the industry continues to evolve with advancements like virtual reality
(VR) tours and AI-driven chatbots. VR technology allows potential customers to explore destinations
virtually, building excitement and aiding decision-making. AI-powered chatbots provide instant
assistance, enhancing the booking experience and ensuring customer satisfaction.

Finally, health and safety concerns have become central to travel marketing in the post-pandemic era.
Companies must emphasize safety protocols, flexible cancellation policies, and comprehensive travel
insurance to reassure customers. These measures, combined with strategic messaging, can help restore
confidence in international travel.

By understanding and incorporating these trends into their marketing strategies, Crowne Travels can
not only meet customer expectations but also position itself as a forward-thinking leader in the tourism
industry.

Fig.2

3.4 Challenges in Tourism Marketing

Despite its transformative potential, tourism marketing faces several challenges that require strategic
attention and innovation.

One significant challenge is the intense competition within the tourism industry. With numerous
providers offering similar packages and services, standing out in the market can be difficult.
Companies like Crowne Travels must consistently innovate their offerings and marketing approaches
to capture and retain customer interest.

Another challenge lies in managing seasonal demand fluctuations. Tourism is often influenced by
seasons, festivals, and global events. Marketing efforts need to account for these variations, ensuring
consistent revenue streams during both peak and off-peak periods.
17
Cultural differences present another hurdle, especially in international tourism. Marketing strategies
must be tailored to resonate with diverse audiences, addressing linguistic nuances, cultural
sensitivities, and regional preferences. Failure to do so can result in miscommunication or alienation of
target markets.

Technological adaptation is also a pressing issue. While digital transformation offers significant
opportunities, smaller companies may struggle to keep up with rapidly changing technologies and
customer expectations. Investment in cutting-edge tools, such as AI and VR, can be resource-intensive
but is increasingly necessary for staying competitive.

Lastly, economic and geopolitical factors can greatly impact tourism. Global recessions, political
instability, and pandemics like COVID-19 can disrupt travel plans and dampen customer confidence.
Marketing during such times must be adaptive, focusing on reassurance, flexibility, and safety.

By recognizing and addressing these challenges, companies like Crowne Travels can develop resilient
and effective marketing strategies that navigate obstacles and capitalize on emerging opportunities.

3.5 Market Trends

The tourism industry is constantly evolving, influenced by technological advancements, changing

consumer preferences, and global events. Key trends in the marketing of international tour packages
include:

a. Personalization:

o Travelers seek unique experiences tailored to their interests. Companies are using data
analytics to offer personalized recommendations.

b. Influencer Marketing:

o Travel influencers on platforms like Instagram and YouTube significantly impact

customer decisions by sharing authentic travel experiences.

c. Sustainability:

o Many travelers now prefer eco-friendly travel options. Marketing campaigns highlight
sustainable practices like carbon-neutral trips and support for local communities.

18
 d. Digital Transformation:

o Virtual reality (VR) tours and AI-driven chatbots are being adopted to enhance
customer experience.

e. Health and Safety Concerns:

o Post-pandemic, marketing campaigns emphasize health protocols, flexible

cancellations, and travel insurance to reassure customers.

Understanding and leveraging these trends enables Crowne Travels to stay ahead of the competition
and meet customer expectations effectively.

Fig.3

3.6 Research Methodology

This study adopts a descriptive research methodology to explore marketing strategies for international
tourism. It relies entirely on secondary data collected from credible sources such as academic journals,
industry reports, online articles, and case studies. These resources were reviewed to analyse theoretical
frameworks, identify emerging trends, and evaluate best practices in tourism marketing.

19
The methodology involves a detailed literature review to examine established concepts like the AIDA
model, Push-Pull Theory, and Service-Dominant Logic. Case studies of successful marketing
campaigns by companies like Airbnb, Thomas Cook, and MakeMyTrip were analysed to understand
practical applications and outcomes.

No primary data collection was undertaken for this study, as the focus was on synthesizing existing
knowledge to provide insights into effective tourism marketing strategies. This approach ensures a
broad understanding of the topic while highlighting areas for further research and practical application.

20
CHAPTER 4: PRESENTATION, ANALYSIS AND FINDINGS

4.1 Current Promotional Techniques of Crowne Travels

Crowne Travels employs a combination of conventional and digital marketing approaches to attract
diverse customers for its international tour packages. These strategies target both budget-conscious
travellers and those seeking luxurious experiences.

a. Traditional Promotional Methods:

 Print Media Campaigns: The company utilizes brochures, travel magazines, and
newspapers to advertise its tour packages, appealing to customers who prefer offline
sources of information.
 Participation in Travel Events: Crowne Travels actively engages in travel fairs and
exhibitions, showcasing its offerings and interacting directly with potential customers.
 Collaborative Partnerships: The company works closely with airlines, hotels, and
tourism boards to provide exclusive discounts and create enticing package deals.

b. Customer Engagement Practices:

 Loyalty Rewards: Returning customers are incentivized with discounts and perks,
fostering long-term relationships.
 Feedback Integration: Post-travel feedback is actively collected and analysed to
improve services and customer satisfaction.
 Educational Content: Travel blogs and guides provide valuable insights and inspiration,
positioning Crowne Travels as a trusted advisor.

4.2 Assessment of Customer Interaction

Customer interaction plays a pivotal role in determining the effectiveness of Crowne Travels’
promotional efforts. The company has adopted several measures to strengthen its connection with
travellers.

a. Customized Communication:
Crowne Travels segments its audience based on demographics and preferences,

21
 enabling tailored marketing efforts. For instance, families receive child-friendly
itinerary suggestions, while solo travellers are offered adventure-centric options.
b. Post-Travel Reflections:
The company prioritizes collecting and acting on customer feedback. Travelers who
share positive experiences are often featured in promotional campaigns, enhancing
authenticity and engagement.
c. Engaging Online Content:
Interactive elements like polls, quizzes, and destination trivia on social media foster a
sense of community and keep audiences informed about international travel trends.

Insights:
While these initiatives are effective, there is room for improvement in utilizing technology for deeper
customer engagement. For example, the absence of AI-driven tools limits the company’s ability to
provide real-time assistance and highly personalized recommendations.

4.3 Strengths, Weaknesses, Opportunities, and Challenges

Advantages of Crowne Travels:

a. Wide Array of Packages: The company offers a diverse range of international tours tailored to
varying interests and budgets.

b. Strong Collaborative Network: Partnerships with airlines, hotels, and local operators enable
competitive pricing and efficient service delivery.

c. Experienced Personnel: The team’s expertise in crafting customized itineraries ensures high
customer satisfaction.

Areas for Improvement:

a. Limited Digital Features: The website lacks interactive functionalities, such as virtual tours,
live chat options, and mobile optimization.

b. Irregular Online Presence: Social media activity is inconsistent, leading to engagement levels
below industry benchmarks.

22
 c. Absence of Advanced Technology: Emerging tools like AI and predictive analytics are not
utilized, which hampers innovation.

Opportunities for Growth:

a. Eco-Friendly Travel Options: The growing demand for sustainable tourism offers a chance to
tap into a niche market.

b. Expansion into New Regions: Emerging travel destinations, such as those in Southeast Asia
and Eastern Europe, provide avenues for growth.

c. Influencer Collaborations: Partnering with travel influencers can significantly expand the
company’s reach and credibility.

Potential Threats:

a. Intense Market Competition: Numerous competitors offering similar services challenge

Crowne Travels’ market share.

b. Economic Fluctuations: Changes in currency rates and rising travel costs may deter potential
customers.

c. Global Disruptions: Events such as pandemics, political instability, or natural disasters pose
significant risks to international travel.

4.4 Comparison with Competitors

To gauge its standing, Crowne Travels was evaluated against competitors in the international tourism
sector.

Online Platforms (e.g., MakeMyTrip, Expedia):

 Strengths: Advanced digital tools, user-friendly interfaces, and 24/7 support.

 Weaknesses: Lack of personalized services and over-reliance on automated systems.

Luxury Travel Agencies (e.g., Thomas Cook, Abercrombie & Kent):

 Strengths: Exclusive packages with luxurious experiences.

23
  Weaknesses: Limited appeal to budget-conscious travellers.

Regional Travel Operators:

 Strengths: Strong understanding of local markets and preferences.

 Weaknesses: Restricted global reach and minimal emphasis on digital transformation.

Key Insights:
While Crowne Travels excels in personalized service and niche offerings, its digital presence and
technological adoption lag competitors. Addressing these gaps will enable the company to compete
more effectively.

4.5 Emphasizing Sustainability and Innovation

Incorporating sustainability and advanced technology into marketing strategies can give Crowne
Travels a competitive advantage.

Eco-Friendly Travel Initiatives:

Highlighting sustainable practices, such as carbon-neutral trips and community-focused tourism, can
appeal to environmentally conscious travellers.

Technological Upgrades:
Investing in AI-driven tools, predictive analytics, and interactive travel planners can enhance customer
experiences and streamline operations.

By aligning its strategies with these recommendations, Crowne Travels can solidify its position as a
market leader and meet the demands of modern travellers effectively.

24
CHAPTER 5: LITERATURE REVIEW

5.1 Overview of International Tourism Marketing

The travel and tourism industry is one of the most dynamic and significant sectors in the global
economy. In 2019 alone, the sector contributed over $9 trillion to the global GDP, reflecting its role in
economic growth and job creation. Marketing for international tourism involves promoting
destinations, travel packages, and related services to a diverse and global audience. This process
requires an in-depth understanding of different consumer preferences, cultural sensibilities, and
purchasing behaviours. Furthermore, marketing in this sector involves leveraging traditional methods,
such as print media and television advertisements, alongside modern digital platforms, including social
media, influencer marketing, and virtual reality. The aim is to create compelling campaigns that
resonate with potential travellers while addressing the unique challenges of marketing in an
increasingly competitive landscape.

5.2 Foundational Concepts in Tourism Marketing

a) AIDA Model (Attention, Interest, Desire, Action):

The AIDA model is a cornerstone of marketing theory, providing a structured approach to guiding
consumers through the decision-making process. In the context of tourism, the model emphasizes:

 Attention: Capturing the audience’s attention through visually striking and engaging content is
crucial. This often includes showcasing scenic landscapes, luxurious accommodations, and
unique cultural experiences through high-quality images and videos.

 Interest: Once attention is captured, the next step is to spark interest by highlighting unique
features of the destination or travel package. For instance, emphasizing activities like local
festivals, guided tours, or adventure sports can pique curiosity.

 Desire: Creating an emotional connection with the audience is essential to build desire. This is
often achieved through storytelling, testimonials from previous travelers, and showcasing
aspirational elements like exotic destinations or luxurious amenities.

25
  Action: Finally, simplifying the booking process ensures that interested customers convert into
buyers. Providing clear calls to action, easy-to-navigate websites, and seamless booking
platforms facilitates this step.

b) Push and Pull Theory:

Tourist motivations are often explained using the push and pull framework.

 Push Factors: These are internal motivators that drive individuals to seek travel experiences.
These may include the desire to escape routine, seek adventure, relax, or fulfil a personal need
like self-discovery.

 Pull Factors: These are external attributes of a destination that attract tourists, such as natural
beauty, cultural heritage, vibrant nightlife, or favourable weather conditions. Successful
tourism marketing balances these factors by addressing internal desires while promoting the
unique attractions of the destination.

c) Service-Dominant Logic (SDL):

SDL shifts the focus from delivering a service to co-creating value with customers. In tourism, this
involves personalizing itineraries to match individual preferences, incorporating customer feedback
into service improvements, and fostering engagement throughout the journey. For example, tour
operators can use reviews and feedback loops to tailor future offerings, ensuring that travelers feel
valued and involved in the process.

5.3 Emerging Innovations in International Tourism Marketing

a. Digital Transformation:

Technological advancements have revolutionized how travel experiences are marketed.

 Virtual Reality (VR) Tours: VR allows potential travelers to explore destinations virtually,
providing a realistic preview that builds confidence and excitement. This technology is
particularly effective for luxury resorts, adventure activities, and lesser-known destinations.

26
  Social Media Influence: Platforms like Instagram and YouTube have become powerful tools
for showcasing travel destinations. Engaging visual content, combined with the reach of
influencers and travel bloggers, drives engagement and inspires audiences to plan their trips.

b. Sustainability in Marketing:

As environmental concerns grow, the travel industry has adapted by promoting sustainable tourism.

 Eco-friendly travel packages that minimize environmental impact are becoming popular among
travelers.

 Marketing campaigns now highlight practices like carbon offsetting, responsible wildlife
tourism, and supporting local communities to appeal to environmentally conscious customers.

c. Personalization Through Data Analytics:

Data analytics enables businesses to understand customer preferences deeply. By analyzing past
behaviours, demographics, and preferences, companies can offer highly personalized travel
recommendations. This not only enhances customer satisfaction but also increases the likelihood of
conversions.

d. Influencer Marketing:

Influencers, especially travel bloggers and vloggers, play a significant role in shaping consumer
perceptions. Collaborating with influencers allows tourism marketers to reach engaged audiences
while building credibility through authentic content that showcases destinations in real-world
scenarios.

5.4 Obstacles in Promoting International Tourism

a. Cultural Sensitivity:

Marketing for international audiences requires an understanding of cultural nuances. Campaigns must
resonate with global audiences while respecting local customs and traditions. Failing to account for
these differences can result in backlash or alienation of target markets.

27
 b. Intense Market Competition:

The tourism industry is highly competitive, with numerous players vying for customer attention.
Differentiating a brand or destination requires creative campaigns, unique value propositions, and
memorable experiences.

c. Economic and Political Uncertainty:

Economic downturns, currency fluctuations, or political instability in certain regions can deter
potential travellers. Marketers must be agile in addressing these issues by offering flexible travel
options or promoting alternative destinations.

d. Content Overload:

With an abundance of travel content online, standing out is challenging. Innovative and engaging
storytelling, combined with interactive content like quizzes, videos, and virtual tours, is necessary to
capture and retain audience attention.

5.5 Effective Strategies in Tourism Marketing

a. Storytelling:

Stories are powerful tools for connecting with audiences emotionally. Sharing customer experiences,
using testimonials, and highlighting personal journeys help create authenticity and trust. For example,
featuring a traveller’s account of exploring hidden gems in a destination can inspire others to follow
suit.

b. Integrated Marketing Channels:

Using both traditional and digital channels ensures maximum reach. While digital platforms target
tech-savvy audiences, traditional media like magazines and television still hold value for certain
demographics.

28
 c. Search Engine Optimization (SEO) and Marketing (SEM):

Optimizing content for search engines ensures visibility when users search for travel-related queries.
Running targeted ads further enhances discoverability, ensuring that the brand or package reaches the
right audience.

d. Culturally Inclusive Branding:

Developing campaigns that respect and celebrate cultural diversity strengthens global appeal. This
involves tailoring messages to different markets while maintaining a consistent brand identity across
all regions.

5.6 Success Stories in Tourism Marketing

a. Airbnb:

Airbnb’s marketing success lies in its emphasis on unique and local experiences. By collaborating with
influencers and running targeted digital campaigns, Airbnb has created a brand that appeals to diverse
audiences seeking personalized travel experiences.

b. Thomas Cook:

Thomas Cook integrated Augmented Reality (AR) and Virtual Reality (VR) into their campaigns,
allowing customers to experience destinations virtually. This innovative approach made it easier for
potential travellers to envision their journeys, boosting confidence and bookings.

c. MakeMyTrip:

MakeMyTrip uses Artificial Intelligence (AI) to provide personalized recommendations based on user
behaviour and preferences. By offering tailored packages, the platform enhances user engagement and
improves conversion rates.

29
5.7 Summary

The marketing of international tourism is a dynamic field that continues to evolve with advancements
in technology and shifting consumer behaviours. Strategies like storytelling, personalization, and
influencer collaborations are instrumental in capturing global audiences’ attention. However,
addressing challenges such as cultural diversity, competition, and economic uncertainty requires a
nuanced approach that blends creativity with data-driven insights. This review underscores the
importance of combining traditional theoretical frameworks with modern tools to craft impactful
marketing strategies that resonate with today’s travellers.

A key takeaway is the importance of personalization. With consumers expecting tailored experiences,
leveraging data analytics to understand individual preferences and offer customized packages is no
longer a luxury but a necessity. Similarly, sustainability has emerged as a critical focus, as more
travelers seek eco-friendly and socially responsible options. Marketing campaigns must address these
preferences while aligning with broader environmental goals, ensuring they appeal to the conscious
traveler.

Marketing for international tourism has evolved significantly in recent years, driven by advancements
in technology, changing consumer expectations, and the growing need for sustainable practices. The
dynamic nature of the global tourism industry demands innovative strategies that not only capture
attention but also build lasting relationships with customers. This chapter has explored various aspects
of tourism marketing, from foundational theories like the AIDA model and Push-Pull theory to
contemporary practices such as digital transformation and influencer marketing.

30
CHAPTER 6- CONCLUSION

In conclusion, my internship in the marketing of international tour packages has provided a

comprehensive understanding of the strategic processes involved in promoting global travel
experiences. Through my involvement in developing and executing targeted marketing campaigns, I
have gained valuable insights into how to position international tour packages to appeal to diverse
customer segments. These segments, often with varying preferences, cultural expectations, and travel
objectives, require a nuanced approach to marketing, one that emphasizes personalization and
relevance.

During my internship, I conducted in-depth market research, which allowed me to identify key global
travel trends and consumer preferences. This research played a critical role in refining the marketing
strategies and content used to promote our tour packages, ensuring alignment with the needs and
desires of potential travellers. A key takeaway from my internship is the importance of data-driven
marketing. The ability to analyse and leverage customer insights allowed us to optimize campaign
performance, personalize offers, and measure the return on investment (ROI) of marketing efforts.
This focus on analytics and performance evaluation not only ensured that resources were efficiently
allocated but also enabled continuous refinement of marketing strategies to adapt to evolving
consumer behaviours and market conditions.

6.1 Key Learnings

The internship provided a holistic understanding of the strategies and considerations required for
effectively marketing international tour packages. I learned the importance of tailoring marketing
efforts to meet the diverse expectations of global travellers, focusing on aspects such as cultural
sensitivity, unique value propositions, and personalized offerings. Understanding market trends and
traveller behaviours played a crucial role in crafting packages that stand out in a competitive industry.
The experience also emphasized the importance of storytelling in creating emotional connections with
potential customers, highlighting the unique appeal of destinations and travel experiences.

31
6.2 Impacts on Career Development

This project significantly contributed to my professional growth by allowing me to apply theoretical

concepts in a practical setting. I gained hands-on experience in analysing market demands, identifying
gaps in offerings, and crafting targeted strategies to bridge those gaps. Working closely with
stakeholders enhanced my communication and problem-solving skills, while the need to deliver
impactful solutions within set timelines improved my time management and adaptability. These
experiences have prepared me for future roles in marketing, with a particular focus on the travel and
tourism industry.

6.3 Final Thoughts

Marketing international tour packages requires a thoughtful blend of creativity, cultural awareness,
and strategic planning. By focusing on understanding customer needs, emphasizing authenticity, and
presenting unique travel experiences, businesses can create offerings that resonate deeply with
travellers. The insights gained from this internship have been instrumental in understanding the
multifaceted nature of marketing in the travel sector.

This internship not only deepened my passion for marketing but also provided me with the skills and
confidence to navigate the challenges of this dynamic industry. It has reaffirmed my commitment to
contributing to the field by developing impactful marketing strategies that inspire and connect with
travellers worldwide.

32
REFERENCES

Books

1. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education.
2. Cooper, D. R., & Schindler, P. S. (2013). Business Research Methods (12th Edition). McGraw-
Hill Education.

Articles and Reports

1. Smith, A. D. (2021). "Customer Relationship Management in the Digital Age." Journal of

Marketing Research.

Websites and Online Resources

1. Travel Industry Data from Skift

https://skift.com/

 Insights into travel trends, destination analysis, and customer behavior in the travel
sector.

2. Google Think with Google

https://www.thinkwithgoogle.com/
 Research and trends in consumer behavior and marketing strategies.

33
ANNEXURE

DAILY PROGRESS REPORT (24-06-24 TO 24-07-24)

 24-Jun-24: Learned about the company’s tour packages.

 25-Jun-24: Collected data about popular travel destinations.

 26-Jun-24: Observed how strategies were applied to attract customers.

 27-Jun-24: Learned about the company’s tour packages (repeat task for consistency).

 28-Jun-24: Collected data about popular travel destinations (repeat task for consistency).

 01-Jul-24: Assisted in promoting international packages.

 02-Jul-24: Collaborated with the team to create simple flyers for online promotions.
 03-Jul-24: Analysed customer inquiries to identify popular travel trends.
 04-Jul-24: Assisted in promoting international packages (repeat task for consistency).
 05-Jul-24: Collaborated with the team to create simple flyers for online promotions (repeat task).
 08-Jul-24: Researched competitors’ international packages.
 09-Jul-24: Helped in brainstorming ideas for seasonal discounts and offers.
 10-Jul-24: Participated in organizing client feedback for marketing strategies.
 11-Jul-24: Researched competitors’ international packages (repeat task for consistency).
 12-Jul-24: Helped in brainstorming ideas for seasonal discounts and offers (repeat task).
 15-Jul-24: Discussed ideas with the team to improve package visibility online.
 16-Jul-24: Analysed data on past customer bookings to identify peak travel periods.
 17-Jul-24: Provided input on improving package descriptions for better customer engagement.
 18-Jul-24: Discussed ideas with the team to improve package visibility online (repeat task).
 19-Jul-24: Analysed data on past customer bookings to identify peak travel periods (repeat task).
 22-Jul-24: Participated in a final team meeting to discuss overall performance and learnings.
 23-Jul-24: Wrapped up the internship with valuable feedback and enhanced marketing knowledge.
 24-Jul-24: Wrapped up the internship with valuable feedback and enhanced marketing knowledge
(repeat task for final day).

34
 Amity University, Mumbai

Amity Business School (ABS)

Weekly Progress Report of SIP (2024)

Name: Umar Farooque Course: BBA

Enrolment Number: A70006422132 Batch: 2022-2025

Program: BBA (General) Academic Year: 2024-25

Industry Mentor: Rehan Shaikh Faculty Mentor: Dr. Neha Choudhary

Company Name: Crowne Travels Department: Amity Business School

Weekly Report of Period: 24/06/2024 – 02/06/2024 (Week 1)

Work Assigned

 Familiarize with the company’s tour packages.

 Research popular travel destinations.
 Observe the application of marketing strategies to attract customers.
Work Undertaken

 Studied the structure and offerings of the company’s tour packages in depth.
 Collected and organized data on destinations that were frequently in demand.
 Closely analysed the marketing strategies used to promote these packages.
Progress Done

 Gained a solid understanding of the company’s product offerings.

 Created a preliminary list of top travel destinations based on customer inquiries.
 Identified key elements of successful marketing strategies implemented by the company.

Signature Of Student Signature of Industry Mentor

35
 Amity University, Mumbai

Amity Business School (ABS)

Weekly Progress Report of SIP (2024)

Name: Umar Farooque Course: BBA

Enrolment Number: A70006422132 Batch: 2022-2025

Program: BBA (General) Academic Year: 2024-25

Industry Mentor: Rehan Shaikh Faculty Mentor: Dr. Neha Choudhary

Company Name: Crowne Travels Department: Amity Business School

Weekly Report of Period: 03/07/2024 – 10/07/2024 (Week 2)

Work Assigned

 Assist in the promotion of international tour packages.

 Collaborate with the team to create marketing materials.
 Analyse customer inquiries to identify trends.

Work Undertaken

 Supported the marketing team in strategizing promotions for international packages.

 Contributed to designing simple, yet impactful flyers for online use.
 Reviewed customer feedback and inquiries to identify emerging travel trends.

Progress Done

 Assisted in launching promotional efforts targeting international travellers.

 Developed creative content and layouts for digital flyers.
 Identified several popular travel preferences and trends based on data.

Signature Of Student Signature of Industry Mentor

36
 Amity University, Mumbai

Amity Business School (ABS)

Weekly Progress Report of SIP (2024)

Name: Umar Farooque Course: BBA

Enrolment Number: A70006422132 Batch: 2022-2025

Program: BBA (General) Academic Year: 2024-25

Industry Mentor: Rehan Shaikh Faculty Mentor: Dr. Neha Choudhary

Company Name: Crowne Travels Department: Amity Business School

Weekly Report of Period: 11/07/2024 – 17/07/2024 (Week 3)

Work Assigned

 Research competitors’ international packages.

 Brainstorm ideas for seasonal discounts and offers.

 Organize and analyse client feedback for marketing improvement.

Work Undertaken

 Conducted a competitive analysis of tour packages offered by similar companies.

 Compiled and categorized client feedback for better strategic insights.
 Collaborated with the team to develop creative discount strategies tailored for peak seasons.

Progress Done

 Presented a comparative analysis report highlighting competitors’ strengths and gaps.

 Generated actionable ideas for promotional campaigns tied to seasonal travel.
 Contributed to refining marketing strategies based on customer feedback.

Signature Of Student Signature of Industry Mentor

37
 Amity University, Mumbai

Amity Business School (ABS)

Weekly Progress Report of SIP (2024)

Name: Umar Farooque Course: BBA

Enrolment Number: A70006422132 Batch: 2022-2025

Program: BBA (General) Academic Year: 2024-25

Industry Mentor: Rehan Shaikh Faculty Mentor: Dr. Neha Choudhary

Company Name: Crowne Travels Department: Amity Business School

Weekly Report of Period: 18/07/2024 – 24/07/2024 (Week 4)

Work Assigned

 Analyse past customer data for insights into peak booking periods.

 Participate in final review meetings and conclude the internship

Work Undertaken

 Discussed and proposed new ideas to improve the company’s online presence.
 Evaluated historical booking data to determine trends in customer preferences.
 Joined the final team meeting to review individual and team performance.
Progress Done

 Suggested updates for package descriptions to enhance customer engagement.

 Identified peak travel times and shared insights for future planning.
 Completed the internship with constructive feedback and a better understanding of marketing in the travel
industry.

Signature Of Student Signature of Industry Mentor

38
39