Comprehensive reading

Read the advice on how to promote a holiday destination. Match the questions (1 – 5) with the paragraphs (a – e).

Marketing and promotion

A campaign to promote a tourist destination takes a lot of careful planning.

a ………………

First, you have to decide exactly what your region offers to visitors – the weather, the natural features (beaches, mountains, scenery), the culture, historical buildings, etc.

b ………………

Next, you need to identify your target market. This means knowing who your customers are. What are they interested in? How much money will they spend?

c ………………

Then you need to decide on the objectives for your campaign. Are you trying to attract new visitors, keep your existing customers, or raise awareness about your region?

d ………………

Once you’ve decided who you are talking to and what you want to say, you need to decide the best way to communicate your message. What’s the best way to promote your region – advertising, cultural events, etc.?

e ………………

Finally, you need to plan your resources – this means how much money, how much time, and how many people. Think about all the activities within your campaign, give each one a budget (money), a schedule (time), and the people to make sure it happen.

1. What resources will you need?

2. Who are your customers?

3. What promotional methods should you use?

4. What does your region have to offer?

5. What are your objectives?

Brochure language

Read the extract from the brochure and fill in the gaps with the following words.

air-conditioned entertainment facilities

furnished informal lies

relax rustic setting

situated spacious value

Tradewinds

Tradewinds is 6) ……… in 7) ……… grounds on the south coast at Diani, just over twenty miles from the city of Mombasa and within easy reach of some shops. It 8) ……… on a spectacular white-sand beach fringed by palm trees.

The main building is 9) ……… in style, with a thatched roof in the local African manner, and the hotel’s 10) ……… include a restaurant, bar, hairdresser, and shop.

By the swimming-pool is an 11) ……… snack bar and a smaller pool for children. Evening 12) ……… is provided by live bands or a disco.

The modestly 13) ……… rooms have a balcony or terrace, are fully 14) ………, and have a telephone and shower.

Opinion: In a superb 15) ………, this is a simple, medium-class hotel offering outstanding 16) ……… for money, and an ideal place to unwind and 17) ……… before going on safari.

Vocabulary

Reasons for travel. Match the words in A with the definitions in B.

A	B
18 Sightseeing	a) A long hard walk lasting several days or weeks, usually in the mountains.
19 Trade fair	b) Tour or excursion that leaves in the morning and returns the same evening.
20 Study tour	c) Visiting the famous places in a city or town.
21 Trek	d) Trip, often to a city or a countryside hotel, that includes Saturday and Sunday.
22 Conference	e) Religious or artistic celebration that comes at the same time every year.
23 Wedding	f) Large official meeting, often lasting several days, for members of an organization or company to discuss subjects related to their work.
24 Pilgrimage	g) Large exhibition and meeting for advertising and selling a product.
25 Day trip	h) Visit organized by an airline or tourist resort, etc. where tour operators and journalists can get to know the facilities and services offered.
26 Festival	i) Trip to a country or an area that includes visits, lectures, and classes.
27 Weekend break	j) Journey or holiday given to a worker or group of workers as a reward for good work.
28 Familiarization (or ‘fam’) trip	k) Travel to an important religious place.
29 Incentive tour	l) Ceremony where two people get married.

Match the abbreviations with the correct word or phrase.

30 s / c a) return flight

31 pp b) self-catering

32 nts c) half board

33 HB d) nights

34 o / w e) people

35 rtn f) bed and breakfast

36 B & B g) one-way flight

37 incl. h) inclusive price

Job skills and duties. Complete the sentences with the words from the box.

skill skills skillful highly-skilled unskilled

38. The problem was solved by her ……… handling of a difficult situation.

39. Reading and writing ……… are essential when working in a brochure production department.

40. I admire his ……… at dealing with difficult members of the public.

41. Managing the finances of a big hotel is a ……… job.

42. Many hotel managers began their careers in ……… positions such as receptionist or housekeeper.