Delivery in day(s): 5
Diploma in Travel and Tourism
Unit Number and Title
Thomas Cook Tour Operations Management
Travel and tourism is the most ancient and important industry all over the world. The industry is been modified with the passage of time ranging from the initial stage to the advanced. Travel and tourism management is a wide spread area and is been usually associated to the planning, evaluation of market conditions, implementation and control of the activities with the purpose to accomplish the set objectives in the business. The travel and tourism organizations manage the operation to achieve the effectiveness in the business and facilitate the potential customers with astonishing satisfactions (Blanke and Chiesa, 2013). Therefore, the present thomas cook tour operations management assignment is been conducted with the intention to analyze the effects of current trends on the tour operation industry. The report would be assisting in developing an effective holiday package and would be finding out the appropriate method of contracting being adopted by the tour companies. Furthermore, the report would assess the suitability of the alternative to a traditional brochure for the tour operators and make them design the same effectively. It would also be identifying the strategic and tactical decision making by the tour operators in the industry. With the purpose to acquire in-depth knowledge and understanding about different aspects the functionalities of Thomas cook would be evaluated and highlighted all through the report.
Thomas cook is been included in one of the top most travel agencies in the entire world. The agency is one of the best leisure travel groups which records the sales of approximately £7.8 billion per annum. The organization acquires more than 21,812 employees and is spread in almost 15 markets all over the globe. Thomas Cook serves nearly about 23 million of the customer every year and highly emphasis on reliable and satisfactory service delivery to the customers. The group is been listed in the London Stock exchange and carries out its functionalities to the large scales. In the present times, it has been seen that the tour agencies had experienced great exposure and has turned out to be the major sources of income to the economy. There are wide ranges of developments and trends that made major influences on the tour operators and laid them towards the new avenues. Some of the key trends and developments that influenced the functionalities of Thomas cook are:
In addition to this, there are more factors like flexibility in the booking facilities, growth of the local airports and transportation facilities, increase in the independent travellers, etc. Thus these factors affect the tour operators at large and had contributed in the attainment of higher profits. Moreover, Thomas cook also focuses on providing the best quality services and perquisites to the customers and make them feel satisfied and happy effectively.
According to the present scenario, Thomas cook requires designing a holiday package for the Chinese student group who desires to travel from London to Paris and France. The tour operator had received a proposal of drafting a holiday package for the group of 15 students and for maximum 5 days. It has been identified that Thomas cook desires to expand its market and had recently emerged with the new offers as per the needs of the customers along with the trends (Mariani.et.al, 2014). The organization is now planning to design summer holiday package for 2018 in August. Moreover, in order to plan for the development of the holiday package Thomas cook would be following some important stages so that to come up with the effective plan. The stages are described underneath:
In addition to this, it is been predicted that Thomas cook would take approximately 4 months to carry out entire panning process. The activities of planning are been depicted with the help of a Gantt chart below:
Table 1: Gantt chart
Getting in a contract is important for the tour operators as to ensure the availability of the facilities and arrangements for the tourists. With respect to the holiday package of Chinese students, Thomas cook had initiated with the prior contracts with the airlines and the hotel organisations for the decided locations. The proposed package of 15 students for 5 days from London to Paris and France requires getting into contract prior 1 year so that to avail the best services in attractive benefits (Page, 2014). There are many contracts through which Thomas cook could make the arrangement and facilitate the customers but it had adopted two major methods of contract to make the services available for the tour package. Following are the contracts:
There are four major tour operators which could be approached by the customers. They are:
For calculating the selling cost, the Euro had been converted into Pounds. The conversion rate for converting Euro into pounds is 1 Euro =0.77. The rooms are shared by two persons, thus for 15 people, 8 rooms would be required.
Cost for luxury coach =£ 2000
Cost for tour guide =£ 200
Cost of hotel for 8 rooms for five days = 60*.77*5*8 = £ 1848
Cost of Supplement for fifteen people for five days = 15 *5 *10* .77 = £ 577.5
Table 2: Selling cost
Cost (in Pounds)
Cost for luxury coach
Cost for tour guide
Cost of hotel
Cost of Supplement
Fixed cost of package =£ 4625.5
Profit margin would be 10% = 462.55
The actual selling price of holiday package would be = £ 5088
Cost of package per individual =£ 5088/15 = £339.2
Advertising plays an important role in promoting the activities of the tour operators to the great extent. It has been observed that the tour operators majorly utilize brochures as the means of promotion and make the public aware about the packages. As per the current scenario, Thomas cook had recently initiated with a plan of an adventure holiday package and intends to acquire an effective brochure design in order to grab the attention of maximum number of customers towards it (Turner, 2014). Brochures are the most traditional means of informing the customers’ at large platforms in low costs. However, to make effective brochure design Thomas cook must concentrate on the factors below:
Figure 2: Brochure of Thomas cook
Format of the brochure: A systematic format plays an important role in a brochure as it depicts effective impression on the reader. The format of the brochure by Thomas cook adventure holiday package mainly involves structured information about the accommodation, transportation, details of destinations, contact details, schedule of the tour, prices, details regarding the tour activities, attractions, etc. In addition to this, the brochure would also include eye-catching images related to the package as to depict the tour and influence them to experience the fantasy effectively (Goodall and Ashworth, 2013). The images would develop interest and eagerness among the people and would incline them towards the agency and avail the package.
Paper quality: Paper quality is been considered important as it depicts the standards of an organization. It lays a major effect on the image and position of the brand and influences the decisions of the customers accordingly. It is very much important that the brochure is of good quality paper with durability and is smooth. It would persuade the people and allow them to keep the brochure for longer period of time and make their minds for the services as well.
Concerning the recent trends and developments in the market there are wide ranges of alternatives which could be utilised by the tour operators replacing the convectional brochures. It has been observed that brochures are the most influential promotional tools which are been distributed through either online sources or physical sources which persuades the people to the great extent. The organisations for their promotional activities could adopt the promotional brochure and direct mail brochure (Standing.et.al, 2014). These type of brochures would be assisting in the promotional activities of the plan and acquire higher attraction of the people towards the brand. The promotional brochures are been considered as the most appropriate brochure for the specialised tour operators as it would support to promote the tour packages being arranged for the specific reasons like business, leisure, etc. These brochures are been used to attract the people desiring to opt for luxurious tours and agrees to pay the amounts as per the services in the packages. Thomas cook would be able to make the people aware about the package in a specific targeted market and would enhance the business accordingly. In addition to this, the organization could also post the brochures at online sources or send through e-mails to the prospective customers and make them aware about the same (Lumsdon, 2016). This initiative would prove to be beneficial in covering large areas and garb maximum number of customer over it.
With respect to the promotion of Thomas cook holiday package it is important to make use of effective distribution means and ensure the profitability out of it. Brochures is been considered as the most effective means of promotion and distribution to sell the package for the tour operators. It has been identified that the designs of brochure are been set with the help of new technologies which provides an innovative way of promotion to the company. However, Thomas cook could utilise different methods to sell its holiday package like online marketing, direct sales, social media, internet, telephonic sales, etc (Kärcher, 2013). It has been recognised that the direct sales methods used to make online sales of brochure would prove to be fruitful to Thomas cook. It would also facilitate the tour operator in approaching the wider areas of customer with the help of online marketing sources and grab the attention of massive population towards the package. In addition to this, email marketing tool could also be adopted by Thomas cook to sell the holiday package within the targeted segment of customers. With the purpose to implement appropriate method of selling the holiday package it is very much important that Thomas cook make use of both online and direct sales methods as would be able to approach larger scopes of the targeted segments in the market.
There are majorly four types of tour operating organization performing the operations and functions within travel and tourism industry. In order to maintain the competitiveness and make the business profitable, these organizations are developing the following strategic decisions according to trends and culture in current time.
These decision are known as short term resolution that made by the organization to avail the opportunities in the market as well make changes in the existing working process to overcome the impact of issues. Following are the key tactic decisions have been made by Thomas Cook and Kuoni to sustain the position in market:
With the above report it could be concluded that the travel and tourism industry had faced the modifications with the passage of time ranging from the initial stage to the advanced. It has been found that Travel and tourism management is a wide spread area and is been usually associated to the planning, evaluation of market conditions, implementation and control of the activities with the purpose to accomplish the set objectives in the business. The report revealed that people now a day are inclined towards the discovery of intercultural activities and concepts around the world and thus the industry is recording higher number of travellers with the purpose to attend the cultural programs in different countries and contribute in the enhancement of the business. Moreover, it has been found that Thomas cook had agreed upon Ad hoc contract with the airlines on the discounted rated and had made the booking accordingly. It has been further recognised that the direct sales methods used to make online sales of brochure would prove to be fruitful to Thomas cook. The tourism organizations are making the strategic decisions by analyzing the requirement of customer groups and promotional strategies of competitor organizations which helps to develop the plan that aid to attract customer.
Books and journals:
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Lumsdon, L., 2016. Marketing for tourism. Springer.
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