Marketing of "Do-It-Yourself" tour package for Destinations Holidays Pte Ltd

Abstract

Singapore has been experiencing stable growth in its economy in the past years . On

the average, each family"s disposable income has increased. With this increment, the

demand for travel has grown significantly. Due to the ease in entry into the travel

industry, many travel agencies are being set up in Singapore to tap into this "Travel

Boom". For the past few years, the travel industry has been a fast growing and

competitive industry in Singapore. Travel agents are constantly coming up with

innovative tour packages, promotions and discounts to compete for a share of the

market. Destinations Holidays Pte Ltd is one travel agency who has chosen to focus

their tours on a specific market segment to position themselves as distinct from

competitors. One such product in its introductory stage are DIY tours. Based on

literature reviewed on the new age of travelling and responses to the survey, there is

a huge potential for this form of travel. The General Manager of Destinations

Holidays has agreed to share his opinions and has allowed a case study to be

performed on his company. In return, a marketing strategy specific to DIY tours

will be proposed. This strategy is supposed to chart the path for Destinations

Holidays to take in the face of emerging competition and product development in

DIY tours.