A Marketing Plan for a Spanish Luxury Travel Planning Business

Abstract

The company of Best In Spain operates in the niche luxury travel planning industry, targeting affluent clients looking for a unique, yet extravagant, Spanish experience. The target audience is not as easily reached as in other forms of tourism, due to their high-status profile and varying geographical location. Best In Spain entered the market in a similar location to their major competition and without external capital investment. Lack of financial assistance means no legitimate marketing plan has previously been realized for this small business. Through a full situation analysis of the luxury travel market, a customer-focused marketing plan has been developed for Best In Spain. This strategy proposes five marketing tactics that Best In Spain can use to more effectively reach their target audience, including: improve the social media presence, increase blog production and areas of publication, implement a referral-driven managing mindset, create a customer follow-up program, and form partnerships with market colleagues. Using a customer intimacy marketing strategy and specific marketing tactics to follow this strategy, Best In Spain will more effectively reach their target audience and increase visibility of the Best In Spain brand.