In planning its market offering, the marketer needs to think through five levels of product. Each level adds to the customer value, and the five constitute a customer value hierarchy.

The levels of the product that the travel and tourism industry offers to its customers are as follows:

1) Core product

The core product offered by Travel and Tourism industry is the destination. It is core because the main aim of the tourist is the destination where he has to reach or go.


2) Basic product

The basic products offered by Travel and Tourism industry are ticket booking, transport, sight seeing, hotel booking.


3) Expected product

These are the products that the customer expects the organization to offer.  These are impeccable services, seat availability on needed time as it is critical to business travelers, accurate information, quick check in for the senior manger of the company, authentic information, information about various packages, different routes leading to a particular destination.


4) Augmented product

These are the products that are offered by the companies to distinguish itself from others. These products become expected products in the future. Those are flat beds in business class, Wi-Fi connection in hotels, customized meals on board, tele checking 8hrs booking in hotels, hotels providing laptops on request, internet access as complimentary for the corporate packages.


5) Potential products

These are the future products that the companies will offer to its customers. These can be underwater tourism, hovercraft for traveling. Also Virgin Atlantic airlines are thinking of adding a casino and a shopping mall in the airline.

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