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Travel and tourism sector has been developing at a higher speed from the last decade. Travelling has always been a passion for the people from the past. But in the recent times, it has gained more acceptance and importance by the people of all income groups. Travelling is a great source of reenergizing. It offers various recreational activities which refresh the minds of human beings. Travel industry is developing because of the introduction of various tour operators. The tour operators provide all the facilities required for travelling. The operators provide different tour packages according to the income of the travellers. The travelling business or tour operator work requires lots of activities and functions to be carried out in order to successfully achieve the business targets. In this report, all the factors and functions of tour operators will be discussed. Thomas Cook will be taken as a tour operator. Thomas Cook is the largest tour operator in the world.
According to the World trade organization (WTO), Travel industry has become a key source of economic development. The tourism sector of UK has 4% contribution in the economy. The recent changes, trends and development in the tourism industry as are follows:
After analysing all these factors, it is advisable to the stakeholders to invest in the travel and tourism sector as it is the highest booming sector in the present days which could be very beneficial for them.
Thomas Cook has planned a 3 day holiday itinerary for a visit to wildlife, heritage sites and beaches in Hawaii.
3 Days package offers visit to:
Overview:Hawaii is a beautiful place surrounded by many islands. The capital island of Hawaii is Oahu. This place offers something for everyone. Hawaii has beautiful islands, Volcanoes, great food, serene beaches, wildlife, and ancient heritage sites to visit.
The trip starts from the Kona Airport and ends at the Waipi’o valley in Hilo.
Thomas cook has designed the 3 day tour package to a tropical destination- Hawaii. For this the company has booked the air tickets with its own Thomas Cook Airlines. The service providers in Hawaii will make all the arrangements for the tourists. The agents have booked various rental vacations (type of accommodation) in different islands (McKenna, 2006). Vacation Rental is like a private home which has all the basic amenities including kitchen, dining area, bathroom, garden etc. It has the capacity to accommodate more than 8 people in the house. The tourist sites, malls, volcano sites etc are all near by the accommodation. It takes less than 10-15 min. to reach all the tourist sites. The total cost of the package will be 200 dollars inclusive of all the facilities.
Sales price per person
Sales price per couple
Air tickets including return ticket
Sightseeing, Guide, entry tickets etc.
Other miscellaneous charges
Table: Showing the 3 days cost of the facilities included in the holiday packages
Brochures are an effective tool used for promoting and conveying the information about the company’s product and services. In tourism sector, brochures are used for promoting the holiday packages among the consumers through the online and offline method. The planning decisions will be taken to develop the brochures for the Thomas cook holiday packages. Proper planning, research, staffing, directing, arrangement all the resources etc. are required to design a perfect brochure for the Thomas cook travel company. The brochures are the cost and time effective method of promotion. It has a vast reach. The planning process and decisions are mentioned below:
Thomas Cook Travels
A special visit to Hawaii specially designed for adults who loves beaches, wildlife and heritage sites.
Economic prices and incomparable enriching experience with the adventure and thrill of wildlife safaris, lava viewing and lots more.
What to expect when you stay with us:
Select your kind of Hotel
Thomas Cook has reserved some of the best accommodations for its customers to provide the best comfort.
Thomas Cook Airlines
Thomas Cook books air tickets with its own airlines to provide the best comfort for its customers. It offers various facilities like:
All these facilities are available to customers travelling from Thomas cook airlines.
Welcome to Hawaii
Thomas Cook provides the memorable experience to its clients visiting the Hawaii. It is one of the most beautiful islands in the world. Hawaii is surrounded by various islands like Kona Island, the Big Island, Hilo Island, Hamakua Coast and many others.
Tourist Destinations in Hawaii
These are all the famous tourist destinations in Hawaii. All theses destinations are covered in the holiday packages. The tourists can visit theses sites according to the packages selected by them.
Important features of the Packages:
Total cost of the packages:
The cost varies from packages to packages. Thomas Cook offers holiday’s packages from 2 days to 11 days. The cost depends upon the no. of days selected by the client. As per the above itinerary, the cost of the 3 day package is around 1800 dollars for 2 adult persons.
In this section, the traditional and alternative brochures for the Thomas Cook Cruise and Air tours operators will be discussed. The traditional methods have been very useful in transferring and promoting the company’s image, services, products etc. among the travellers. With the technological up gradation in the present times, the tour operators have also opted for the alternate mediums. The alternative methods or brochures like e-brochures are being used by the tour operators to attract the large no. of people.
The e-brochure or online brochure has various advantages than the traditional brochures like it has a wide reach; it is cost effective and time saving as compared to traditional brochures. The traditional brochures required lots of physical activity, large amount of funds for printing and distribution, and involved lots of time whereas, the e-brochures are cost and time effective and do not require physical labour. The cost of designing and promoting an e-brochure is less than printing a physical or paper brochure.
The e-brochures have visual presentation which is an added advantage as the visual beauty of a tourist destination attracts large no. of people. It helps in increasing the sale of tour packages of different tour operators. Along with the pictures, the video of the destination can also be used for promoting the travel destination. The videos can be incorporated in the e-brochures and could be promoted on line through the social media websites like Twitter, Face book, you tube etc.
The Thomas cook and Air tours must design an e-brochure for their websites where the pictures, videos and useful information system about the different travel destinations could be included and promoted on line. The e-brochures could be integrated with the other online marketing campaigns to effectively convey the information to the target customers (Davies, 1981).
Brochures have always been an effective mode of promotion and selling the tour packages of different tour operators. However with the changes in the business environment, technology and preferences of the consumers etc. has led to various changes in the designing pattern of brochures. In the present scenario, the design has become technology oriented. The brochures are designed and developed online. There are various non-traditional modes of distributing the brochures and selling the holiday packages. These methods are online marketing, direct sales and telephonic sales etc.
Agent based booking or Face to face sales: The Thomas Cook sells its packages through this method of sales. They have various travel agencies where the consumers can directly contact the agent and make a booking to the desired destination and resolve the queries face to face. The sales depend upon the communication and convincing skills of the travel agent. Telephonic sales: When the company gets online queries regarding the travel destinations or packages, the agents calls the consumer and resolves their queries. The consumers can make booking through telephones also.
Direct sales through online marketing: Direct sales of tour packages are associated with online marketing management. The interested consumer can access the online brochures and makes the necessary enquiries. The direct sales are associated with online source. The interested consumers can directly book the desired travel destination online. The sale through this method depends upon the audio-visual representation of the destination. After analysing the different methods of selling a holiday package through the distribution of brochures, the direct selling through online is the most effective method as it has a widest reach, cost effective and time saving method (Medlik, 2003).
The emerging trends in tourism sector which were discussed in task 1have made the travel and tourism sector and its activities very sensitive. They need to provide comprehensive services to all the customers. The tour operators have adopted various strategies to provide fast and quality services to its global clients. The tour operators carry out the intensive research of the market and clients in order to gain all the necessary information their preferences and tastes. Tour operators have to take various strategic decisions to successfully operate its activities. Various strategic plans are prepared by the tour operators including the price efficiency strategy, competitive strategy and customer segmentation or target market strategy. These strategic plans decide the future status of the organization. The strategies adopted by the various tour operators are mentioned below:
Breakdown: The Difference between Strategy and Tactics
To identify broader goals that helps the organization in getting recognized, famous and highly profitable.
To fulfil the sub- objectives which are required to achieve the ultimate or final aim of the organization.
Upper level or top level management takes the strategic decisions as they are well aware about the companies’ status and condition.
Lower level managers take tactical decisions as they are responsible for the day to day operations. .
Responsible for the entire organization
Accountable for specific resources or tasks assigned.
It has a wider scope as strategic decisions are concerned with the well being of the entire organization. The whole organization depends upon the strategic decisions.
These are specific in terms of resources or activities. Tactic decisions focus on everyday functions or operations and it is a part of strategic decision.
Long Term as it is focused on long term objectives.
These decisions are taken to solve the short term objectives.
Accomplishment of organizational goals and objectives as a whole.
Achieving the aim for a specific activity or task or department.
The decisions taken to design, promote and sale the tour packages are termed as the tactical decisions. These are very important to ensure the effective operations of a tour operator. Some of the important tactical decisions taken by the tour operators like Thomas Cook are: negotiating prices with the suppliers, arranging the accommodation and binding various suppliers for the smooth functioning of the entire process of providing the memorable and comfortable experience to the travellers.
One of the most important tactical decisions to be taken by the tour operators is to maintain the relationship with the several suppliers/service providers. The personal selling and corporate selling tools must be adopted by the tour operators to deal with the suppliers.
Understanding the customers experience is the next most important tactical decision. In this process, the tour operators adopts various methods to collect the information about the past travel experience of various customers. These past experiences help the tour operators in understanding and eliminating their flaws & weaknesses and helps them in providing better services to the travellers in the future. Through these decisions, the tour operators are able to identify the problems and issues associated with any tour packages and solve them in the specified time limit. This will help them in satisfying the consumers need and attain a loyal and dedicated consumer base (Page and Connell, 2010).
The present report has been beneficial in providing an insight into the various aspects of different tour operators. The various aspects that were covered in the discussions were about the current trends and developments in the tourism industry, how a holiday package is planned and designed by the tour operators like Thomas cook, importance of brochures and how they are designed and various other functions. In the last segment of the report, the strategic and tactical decisions of different tour operators were identified and discussed. The above report has provided a clear picture of the tour operators and their activities.
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