Hospitality Course Project

Tourism Management – Course Project – Week 6

“Gloria & Julie’s Travel Adventure: Friends & Family Cruise 2012”

Gemma Thompson

HOSP450

Devry University

Table of Contents

1. Demographics 3

2. Marketing Plan 5

2.1 Sales Objectives………………………………………………………………………………………………………..5

2.2 Target Market………… .………………………………………………………………………………………………6

2.5 Marketing Mix Implementation…….…………………………………………………………………………7

2.6 Marketing Plan Budget & Calendar…………………………………………………………………………..8

3. Evaluation 9

References 11

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Demographics:

Back then cruise ships were smaller. Strangers dined together at assigned tables and there was only one show after dinner. More cruisers were elderly, solely because younger people had never been exposed to passenger ships unless you count the fantasy television series "The Love Boat."

In order to grow, the cruise lines had to reach the family market. They did it by building larger ships with more activities, dining options and variety in the entertainment. Successfully, over 13 million cruises were taken in 2010. Today the average cruiser is 42 years old – more or less depending on which cruise ship you choose – and that is the key - you still have to pick the right ship. (Moller, 2010)

We have developed a marketing strategy; which we will discuss more in detail in our marketing plan, that we are certain will work and attract our prospect customers. Based on our target market and demographics we will develop a segment for each age bracket, focusing on what the statistics have shown these age groups will be more likely to respond to; i.e., we will not use the same marketing strategy for a younger, single crowd than we would use for a family with younger kids or couples that may use this vacation as a romantic getaway…. Each segment will have an age group/market focus to capture their attention and their business.

Examples on how we plan to achieve these marketing goals are as follows:

a) For a single...