Facilitating Marketing to a Resort in Quebec

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Table of Contents

Introduction
Identification of Bus Tour Companies
Target Group
Packages
Registration of Bus Groups
Conclusion
Works cited

Introduction

Transportation for businesses located within the countryside is very significant. Many resorts especially those located within the rural areas rely on transportation companies offering bus tour services to visit tourist attraction sites. These companies offer transportation services to domestic as well as foreign tourists who wish to explore various attraction sites. This essay highlights various ways through which a resort in Quebec can identify bus tour companies and how it can attract more customers in order to increase its profitability. This paper is largely based on concepts drawn from “The marketing plan workbook” by Westwood 2005 3-21).

Identification of Bus Tour Companies

There are several ways through which resort managers can get to know bus tour companies plying along with their potential market. For instance, they can check for records with a list of bus tour companies that ply along with the resort. This will enable the management to learn about the most tour companies among the tourists. Checking through various online directories such as busrates.com can prove to be quite helpful. The management can also consult tour and bus charter firms operating within Quebec for assistance. In addition, the ministry of transportation can also be a useful source of information.

Target Group

Quebec is a province with diverse groups of people, comprising more than twenty ethnic groups. Resorts within this province should target more on foreign students, among other tourists who are first-time-visitors of the province. A survey on the travel and accommodation preferences in these groups of people can provide important insights into how they make their choices. It is also important to note that the market is always dynamic and therefore, a resort company should concentrate more on individuals or groups that prefer bus tours while going for vacations, tours, or sightseeing.

These groups mostly comprised of middle-class employees aged over 30 years. International volunteers form a niche target group for bus tours. Though many are dispersed in different parts of the province, it is possible to work with volunteer recruitment firms to mobilize these visitors. School groups and other educational groups are also important target groups, especially during summer holidays when most educational institutions plan educational excursions for their students as well as their staff.

Packages

As a way of motivation, the resort managers can offer free meals as well as free accommodation to both the driver and the tour escort. This is a perfect way to encourage them to bring more tourists to the resort. The resort can also offer to sell consumable items at discounted prices to those customers who spend a night. Such items would include snacks and takeaway beverages. This way, the resort can make more sales at lower prices, while making splendid profits. Groups that frequent the resort can be allowed to negotiate for discounts. A comprehensive package that includes accommodation, meals, and breakfast can be enticing and this will go a long way in boosting sales and building the reputation of the resort.

Such packages can be tailored to suit the needs of individual clients.

Registration of Bus Groups

Owing to the diversity of the target groups, it becomes necessary to employ various registration modes while booking in the various tour groups. For example, groups can book in advance and order services through the resort’s website, while giving clear instructions on their expected services. Bookings can also be done through the educational institutions throughout the semester/s. Other avenues through which registration and booking can be done include; offices within the bus companies as well as through travel agents and volunteer recruitment firms. Shopping malls and supermarkets can also be used for this purpose.

A speedy booking and registration system would require a twenty-four-hour working team to serve all the customers at any time. It may also be necessary to hire more staff during peak seasons. This notwithstanding, all this should be done after careful research, analysis, and planning.

Conclusion

Since the target market is wide, the management in the resort company should customize the packages according to consumer preferences in accommodation as well as in other services offered. A speedy booking and registration may oblige the hiring of additional staff to cope with an increase in demand.

Works cited

Westwood john.The marketing plan workbook.Great Britain: Kogan Page Publishers, 2005

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