Marketing for Scandia World Travel, Inc. Luxury Segment
Heiskanen, Sari (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202401302240
https://urn.fi/URN:NBN:fi:amk-202401302240
Tiivistelmä
Luxury travel has evolved significantly over time, adapting to changes in society, technology, and individual preferences. What was once a privilege for the elite and ultra-wealthy has become more accessible to a broader range of travelers. This thesis explores the journey of Scandia World Travel, Inc., a niche market specialist in the competitive travel industry, exploring its founding, evolution, and the challenges it has encountered
along the way.
The primary objective of this thesis was to analyze the outcomes of a research study conducted with a select group of Scandia World Travel, Inc.'s existing clients to determine the most effective approach to reach the luxury travel target market. This research was of great significance to the company as it strives to recover from financial setbacks resulting from the pandemic. By conducting this research analysis, the thesis aimed to
provide valuable insights to assist Scandia World Travel, Inc. in thriving in the post-pandemic travel industry by finding an effective marketing plan aligned with the company's current budget constraints. Furthermore, this thesis sought to offer readers a comprehensive understanding of the evolution of luxury travel and the marketing strategies employed within the industry. It also aimed to provide insights into Scandia
World Travel, Inc.'s journey as a prominent player in the luxury travel market.
The marketing approach of Scandia World Travel, Inc. has evolved over the years. Initially focused on local marketing and Nordic embassies, the company's online presence expanded in the early 2000s, broadening its target market to cover the entire United States. Despite a modest marketing budget, the company has thrived through word-of-mouth recommendations and the cultivation of strong consumer relationships.
This thesis employed a qualitative research method to gain insights into the preferences and behaviors of Scandia World Travel, Inc.'s existing clients. The study utilized an online survey distributed to a select group of clients, achieving a high response rate of 71%.
The research findings suggest a shift in marketing strategy towards customer relationship management (CRM) systems to maintain accurate customer data and segment the clientele based on their unique travel preferences and interests. The membership in Travel Leaders consortia provides opportunities to access exclusive benefits such as flash sales and special offers that can be directly shared with selected clients, enhancing the
marketing strategy further.
In summary, this marketing plan equips Scandia World Travel, Inc. with a strategy to adapt to the evolving travel landscape, strengthen customer relationships, and effectively reach the target audience. By focusing on the preferences and behaviors of the existing clients, the company aims to navigate the challenges posed by the pandemic while capitalizing on the growing demand for travel in the post-pandemic era.
along the way.
The primary objective of this thesis was to analyze the outcomes of a research study conducted with a select group of Scandia World Travel, Inc.'s existing clients to determine the most effective approach to reach the luxury travel target market. This research was of great significance to the company as it strives to recover from financial setbacks resulting from the pandemic. By conducting this research analysis, the thesis aimed to
provide valuable insights to assist Scandia World Travel, Inc. in thriving in the post-pandemic travel industry by finding an effective marketing plan aligned with the company's current budget constraints. Furthermore, this thesis sought to offer readers a comprehensive understanding of the evolution of luxury travel and the marketing strategies employed within the industry. It also aimed to provide insights into Scandia
World Travel, Inc.'s journey as a prominent player in the luxury travel market.
The marketing approach of Scandia World Travel, Inc. has evolved over the years. Initially focused on local marketing and Nordic embassies, the company's online presence expanded in the early 2000s, broadening its target market to cover the entire United States. Despite a modest marketing budget, the company has thrived through word-of-mouth recommendations and the cultivation of strong consumer relationships.
This thesis employed a qualitative research method to gain insights into the preferences and behaviors of Scandia World Travel, Inc.'s existing clients. The study utilized an online survey distributed to a select group of clients, achieving a high response rate of 71%.
The research findings suggest a shift in marketing strategy towards customer relationship management (CRM) systems to maintain accurate customer data and segment the clientele based on their unique travel preferences and interests. The membership in Travel Leaders consortia provides opportunities to access exclusive benefits such as flash sales and special offers that can be directly shared with selected clients, enhancing the
marketing strategy further.
In summary, this marketing plan equips Scandia World Travel, Inc. with a strategy to adapt to the evolving travel landscape, strengthen customer relationships, and effectively reach the target audience. By focusing on the preferences and behaviors of the existing clients, the company aims to navigate the challenges posed by the pandemic while capitalizing on the growing demand for travel in the post-pandemic era.