Key issues surrounding price-based marketing of breaks and holidays in the UK travel sector

Abstract

Recognised marketing theory positions price as one of the four p's of the marketing mix, namely price, product, place and promotion. The use of price changes to manage demand is common throughout the UK travel industry and is often a daily concern for many marketing directors and managers. The potential influence on profit of relatively small price changes may be massive. Why is price such a preoccupation in holiday marketing, what other factors are important, and how can companies work to break away from heavy price marketing?