EasyJet: Strategies for Success in the Travel and Tourism Industry

Running Head: Travel and Tourism 0
EasyJet
Travel and Tourism
(Student Name)
11/27/2018

Travel and Tourism 1
Table of Contents
Introduction................................................................................................................................2
Part 1..........................................................................................................................................2
Factors Influencing.................................................................................................................2
Recommended Strategies for EasyJet....................................................................................3
Part 2..........................................................................................................................................3
Porter Generic Strategies........................................................................................................3
Recommended Strategy adopted by EasyJet..........................................................................4
Advantages..........................................................................................................................4
Disadvantages.....................................................................................................................4
Part 3..........................................................................................................................................5
Types of Tour Operators........................................................................................................5
Industry structure....................................................................................................................5
Business Structure...............................................................................................................5
Major as well as independent Operators................................................................................6
Market Share and porduct or services provided.....................................................................6
Legislation and role of trade bodies.......................................................................................6

Travel and Tourism 2
Part 4..........................................................................................................................................7
Retail travel Environment and role of retail agencies............................................................7
Type of retail agencies............................................................................................................7
Products and services.............................................................................................................7
Relationships..........................................................................................................................8
Integrated- vertical and horizontal......................................................................................8
Agency Agreements............................................................................................................8
Preferred Agents.................................................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

Travel and Tourism 3
Introduction
Tourism is travel for recreational, leisure as well as the purpose for business (Weiss and
Dupont, 2016). Tourism is one of the biggest industries in the UK. It is predicted that tourism
in the UK could grow to $200 billion within the next decades which is 60% by 2020 (Sirgy
and Uysal, 2016). In the tourism industry, EasyJet plays a prominent role to attract maximum
customers. It is one of the leading companies in the aviation industry. In the changing
environment, the company like EasyJet as well as other tourism agencies are greatly affected
(Filimonau, Dickinson and Robbins, 2014)
In the following part, there will be a detailed discussion on the factor influencing the choice
of traveling among passengers as well as the role of travel agencies as well as operators in the
competitive world.
Part 1
Factors Influencing
There are certain factors, which greatly influence the decisions of passengers in traveling.
Price
Price plays a prominent role in decision making of the passenger for traveling. The minimum
fare of airline helps the passengers to make a plan for traveling. The major reduction in the
price of the tickets by the airlines is through a reduction in the cost of the operation. The low
flier consumers, as well as medium fliers consumer, look into the fare very aggressively with
the reason of the absence of brand preference as well as unawareness of service which are
provided by the industry of airlines in the market (Hsu et. al.,2016)