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MEJDI TOURS (MKT 430) (Current Destinations: Holy Land Cuba …
MEJDI TOURS (MKT 430)
Current Destinations:
Holy Land Cuba N. Ireland Germany Bosnia/Croatia Greece England Vietnam Ukraine Japan Turkey UAE Jordan
Co. Info: B-Corporation_
Current Target Segments:
General public
Affiliates/Partners
Universties/Study abroad
Christian groups
Jewish groups_
Purpose/Value:
to provide solutions to travelers seeking human 2 human connections and purpose on pilgrimages, lack of flexibility on tours, and lack of local options and connections
Current Customer-base by Segmentation:
35% NatGeo Expeditions
25% Judeo-Christian Interfaith
25% Study Abroad
7.5% G Adventures
7.5% Alumni Assoc.
Current Competition:
Intrepid Travel; Peregrine Adventures; Urban Adventures; Peak DMC; The Intrepid Foundation
TEAMS FINDINGS (research)
Team Alpha
)
50 million tourist visits to Middle East in 2014
Average traveling growth rate to middle east raising 4.3% yearly
Main tourist location is Dubai with 20 million tourist travelers in 2014
Team Beta
Travelers are focusing on doing once in a lifetime experiences
Ecological and Educational tours are in demand
Skip the line’ Tours
Second-fastest growing category for US travelers by gross booking in 2017
Eiffel Tower, The Sagrada Familia, and the London Eye
Local Experiences
Team Gamma:
Micro trips
Team Gamma:
target segments: The tourist come from the U.S., United Kingdom, and Russia
Religious Background: 61% Christian
12.1 % non-religious
22% Jewish
1.8 % muslim
Age
41% between 25-45
22% over 55
Trends:
micro-trips (more travel destinations into shorter time frames)
Opportunities
Team Delta
Opportunities
Dark Tourism
Lack of competitors
Negative travel advice
Unsaturated market
Volunteering
(Current) Value Proposition:
Mejdi Tours is a B Corp-certified global tour company and is the world leader in socially-conscious travel.
Change or No Change?
Target Destinations to Market (based on Travel Industry Trends)
Team Alpha
Emerging adventure offering in Jordan, Egypt, and Oman.
Culinary travel is ramping up Palestinian territories.
Palestine is the fastest-growing tourist destination in the world. (UN Tourism Barometer
Team Beta
Bangkok, Thailand; London, UK; Paris, France; Dubai, UAE; Singapore; New York City, USA; Kuala Lumpur, Malaysia; Istanbul, Turkey; Tokyo, Japan; Antalya, Turkey
134.8 million international tourist arrivals in North America and 58.1 million in the Middle East.
top countries to visit (2017) = Saudi Arabia, Bahrain, Morocco, Egypt, Tunisia
Team Gamma
Team Delta
Indonesia, Vietnam, Sri Lanka, Colombia, Nepal, Palestine, Israel, Egypt
Target Market(s)
Demographics
Team Alpha
56% Male Travelers
66.6% Travelers aged 21-40
Team Beta
US Citizens and Europeans, ages 25-50, individuals seeking domestic tourism, reporters
Team Gamma: U.S. Citizens, United Kingdom, Russia Toursit
Team Delta
European experienced travelers,
Dutch & Swedish markets
Gen X, Baby boomers (late), select group of millennials
Psychographics
Team Alpha
Holiday Travelers, Gallivanters, Service Work, Educational
Team Beta
Non-profit work, millennial mindset of wanting to travel, those interested in war zone tourism, trips being booked virtually
Team Gamma: curiosity, the want to travel, education, religious groups, non-profits, expeditions
Team Delta
Unique experiences
Driven by curiosity
Educational
Repeat travelers
MARKETING STRATEGIES:
1)
HOW SHOULD MEJDI BRAND ITSELF?
Propose Brand Image, Brand Positioning Statement, and Clarify Value Proposition
2) RE-NAME OR KEEP "MEJDI"? Change, alter, or keep the LOGO as-is ?
3) ARE THEY MARKETING THEMSELVES RIGHT? Assess, critique, and discuss MEJDI's current marketing, and propose any new directions or tactics they should implement, based on your previous two assignments
ADDITIONAL COMPETITION
Team Alpha
Christian Fellowship Tours, Biblical Israel Tours, IDF Military Activity
Team Gamma:
Middle Eastern Tours: Memphis Tour, Odynovo, G Adventure
Israel tours: Noah Tours, Troy Tours, Mazda Tours
Team Delta
War Zone Tours, Young Pioneer Tours, Responsible Tours
Team Beta
Kensington Tours, Artisans of Leisure, Abercrombie & Kent USA, Tucan Travel
Industry Trends
Team Beta
(I dont know how to change the color)
Online booking - revenue in the segment for online booking is increasing exponentially
mobile applications - half of the online booking operations are mobile
Robots- robotic technology to help machines perform multiple operations
virtual reality - it allows the traveller to digitally get into the virtual surroundings of the place
Personalization - personalized service to clients
keep the LOGO as is, considering it has meaning