Timber Bush Tours: Tour Operations Business Report Analysis

This report provides a comprehensive analysis of tour operations, focusing on the key factors that contribute to the success of tour operator businesses. It examines the operations of Timber Bush Tours in Edinburgh, highlighting essential aspects such as understanding consumer preferences, market analysis, and the importance of unique selling points. The report delves into the process of establishing a specialist tour operator, including market evaluation, identifying target customers, and competitor analysis. Furthermore, it evaluates different types of tour operations, including domestic, outbound, and inbound tours, along with innovative business models and niche marketing strategies like health and religious tourism. The report concludes by emphasizing the significance of these factors in achieving business success in the competitive tourism industry.

TASK TOUR
OPERATIONS

INTRODUCTION............................................................................................................................3
MAIN BODY ..................................................................................................................................3
1.Key factors in success of tour operators...................................................................................3
2.Setting up of specialist tour operator........................................................................................4
3.Evaluation of different types of tour operations.......................................................................6
CONCLUSION ...............................................................................................................................8

INTRODUCTION
Task of tour operators is to provide information to the customers about different travel
destinations. They ensure that need of the customers are met and they make arrangements for
transport, accommodation and related activities for their customers. There is no specific
qualification to be a tour operator, all the contractor needs are good organisational skills and
customer service. The reports take Timber bush tours that operate in Edinburgh and has
operations expanded internationally and provide tour and travel services to customers all over the
world. The report further talks about key factors that are important in success of the tour operator
business,
MAIN BODY
1.Key factors in success of tour operators
Tour operators varies from country to country based on various factors like location of
the company, size of the company, responsibilities and services and also experience of
individual. Specialist tour operators make arrangements of accommodation, transport and tours
for the customers as well as deal with their payments at various places. They perform all
administrative activities and deal with feedback and compliant of customers.
Based on investigation and attending meetings and workshops in Edinburgh the key
successful factors of the tour operators is based on several factors. The investigation on
consumer's personal income, taste and preferences, location all over the countries where the
company can set up, nature of consumers, tax and tariffs, financial condition of people, , living
standard of people, climatic conditions etc. plays an important role in assessing key factors that
are needed in successful tour operating business. (Ateljevic, 2017).
Attending workshops and meetings help the tour operator in predicting perception and
mindset of the people, schemes and rates of the package offered by other tour companies and to
understand the environment of different countries in order to expand their business which will
help the company in achieving success.
With the help of investigation, the key factors responsible for success of the business are
unique selling point which means that the tour operator need to have unique identity or trait that
can attract customers and can give good start to the product. The company can offer more than
one type of tour or experience and it’s the best way to choose niche and expand areas of
operations. But also, the focus need to be on one area which means that one area need to be the

speciality of the company which can attract customers. The other important factor responsible for
the success of the business is reviews of customers on tour package as the positive reviews
increases the sales of the operator and influence buying decision of the consumer. When
customer sees good reviews and pictures of other customer enjoying it automatically persuade
them to make decision on choosing the same destination for relaxation and fun. The other factor
that is important is to have quality images of the destination which can attract customers and for
that company can use Facebook and social media marketing techniques which will increase the
profit of the company (Caber, 2018). The company need to have efficient website that can make
it easy for the travellers to book the destination and to pay the charges. It enables them to select
the destination they want to go to, the accommodation they would like to be in etc.
The other key factor of success is traveller's engagement which means that customer need
to be fully indulged in the process and after the booking is complete and traveller comes back
from the tour still the company need to maintain interpersonal relation with them. The company
needs to check profile of customers and purchase history which will allow the company in
making strategy to attract more customers. Travel agencies to attract customers uses email
marketing, social media pots and blogs which are inexpensive methods to sustain communication
with customers, loyalty and increase return on investment (Hidayatullah, 2018).
Suggesting and mentioning other key products and benefits along with the tour package is
also an key factor in increasing the revenue of the company. It can include lunch, drinks etc.
which attracts customers and reduce their stress of managing all these things.
2.Setting up of specialist tour operator
Setting up of business is a hard work and not an easy thing. There are lot of things which
are need to be taken care of before going in the direction of success. The tour operator based on
Edinburgh can be set up by analysing few points. A specialist tour operator plans unique travel
adventures such as hiking, cycling and provide recreational activities to the customers. Most of
the specialist tour orators organise the trip from beginning to end. The first and foremost step of
setting up the plan is to evaluate the city in which the business need to be set up. To evaluate the
city few points, need to be keep in consideration like if the city is a popular destination among

tourist, trends of the city, is there is something in the city which is not yet explored, the
opportunities and challenges in the industry by checking local tourism board.
The next step is to identify the local market in which the company will operate and also
to find out the ideal customers of the company which will be attracted to the tour. The customers
will influence a lot of decisions that the company will make later on. Without identifying
customers no business can work therefore to understand their taste and preferences is really
important for the company to work. After understanding customers the company needs to
research its competitors that where they stand out, what are their unique factors, what are they
offering to their customers, reviews and feedbacks of the company etc. and also talk to tourist
guides to get more idea on local architectures and designs (Hedija, 2017).
After assessing market and city and understanding competition and targeting customers
the next step is to recruit top talent for the company's tour business. They need to see company's
vision and require to put in their best efforts for making successful road for the business to carry
on its operations smoothly. The main thing to consider before setting up is to avoid hidden cost
means when company is assisting and dealing with foreign client it need to watch out for poor
exchange rates and look for platforms that allow the company to pay multiple clients at once.
After all this create a flexible budget that can be changed after calculating all the cost that will
incurred in the business.
The last step is to market the business internationally for boosting the sales and profit of
the company. It can be done by updating the website and providing all the relevant information
to the client which can make it easy and convenient to the clients to book destinations. The
company can use search engine optimisation methods, social media platforms like Facebook,
Instagram to promote and boost the company. Social media can help in capturing high base of
customers as its reach is high and wide and can attract national as well as international customers
(Routledge, 2015).
3.Evaluation of different types of tour operations
There are different types of tour operations which are domestic, outbound tour operations
and inbound tour operation. The evaluation of different types of tour operations are -
Domestic tour operation – It involves he customers that are travelling within their own
country (Gholipour, 2016). It can be tours in national parks, different destinations etc. The

customers books their holiday package with the tour operator and decides to travel in their own
domestic territory.
Pro Con
As all the planning is done by tour operator
there is no stress and burden on the individual.
Avoids risky destination and hence ensures
safety of customers.
It has lack of control as all the decisions are
made by tour operators.
The schedule of tour operator is strict and
inflexible which creates mental frustration.
Outbound tour operations – It involves two countries where customer travel from one
country to another country. These tours involve travelling all over the world (Peters, 2017). The
customer book their tour with the operator and operator takes care of everything from customer's
accommodation to lunch to dinner to travelling expenses and even insurance.
Pro Con
As going in different country can create
confusion therefore outbound tour operation
help the customers in reducing their stress and
give flexibility in travelling abroad.
The cost charged by outbound tours are high
and it is expensive in nature, not everyone can
afford it.
Inbound tour operations– When non-resident citizens are travelling in another country
and tour companies provide them local assistance about their country are inbound or receptive
tour operations (Tomigová, 2016). The companies make local arrangements for picking up the
client and hire local guides. It can be a transportation company that handles all the details and
take care of the trip.
Pro Con

It provides various services from picking up to
providing guide to do local arrangements for
the client.
Language can be the issue for the client if the
guide of client is not available with him and
also it increases reliability.
The innovative business model which can be generate by the company and can focus on
increasing value for its customers and itself. The business model of the company decides the
success of the company and it can be generated deliberately (Lozano, 2016). The detail of the
business need to be understood and then the plan needs to be implemented. The innovative
business plan can be used by the company -
Dimension Business model innovation
Who are target customers? Focus on high class and upper middle-class
customers that can afford the package and do
not want to take burden of work.
Benefit to the customer? Free insurance without any additional cost
while travelling in the flight.
Quality services which include
accommodation, food and all the highlighted
spots of the destination.
How company will earn money? Constant updates on social media platforms to
promote the company which will attract the
customer.
Additional fee charged when customers are of
different countries.
Quality service enables customer loyalty and
increase sales regularly.
The niche marketing is a strategy that helps business in standing out of crowd by
assessing its competitors and developing unique feature. It has more business visibility from

internet as well as personal perspective and it enhances use of SEO for the company which
increases the sales. The operator business can be much efficient when marketing a niche
effectively. This means that messaging of the company be more specific and directed to a highly
targeted demographic. Communicating with potential customers also becomes more convenient.
The opportunities that niche market can create will help in achieving success and can include can
be health and medical tourism which means as the patients travel abroad for their treatment, the
tour operators can allow them at low cost which will increase the sales of the company. The other
opportunity in the niche market can be spiritual and religious tourism which will focus on
spirituality as people are attracted towards yoga, meditation and rituals therefore partnership
with yoga institutions can increase sales and customers of the company. The niche market can
help in grabbing the opportunity which can include taking the customers on adventures by tying
up with jungles associations for trekking and fun. This can attract adults and teenagers and can
increase the profit of the company (Cetin, 2017).
CONCLUSION
The report concluded the key factors that are need to be assessed while opening a set up
of tour operator in abroad. It included study of competitor as well as customers. It summed up all
the important factors that are essential to be followed by the tour operator in order to maintain
the successful business operations. Later the report summarized the points to remember while
setting up the business in order to achieve efficiency in business operations. At last the report
concluded types of tour operations and their pro and cons along with innovative business model
that the company has followed and by evaluating key opportunities of setting up the business.

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<https://www.cruisejobfinder.com/fm/tourguides/tour-operations.php.>

Specialist tour operator 2019. [Online]. Available through:
<https://www.opendestinations.com/specialist-tour-operators/>