Tour Operation Management

This study analyzes the effects of current and recent trends on the tour operator industry and presents planning decisions for brochure design and alternative distribution methods.

TOUR OPERATION
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysis the effects of current and recent trends and development on the tour operator
industry...................................................................................................................................1
Covered in leaflet...................................................................................................................1
TASK 2............................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 3............................................................................................................................................1
3.1 Presenting the planning decision taken for design for a brochure....................................1
3.2 Presenting the suitability of alternatives to a traditional brochure for different types of tour
operator...................................................................................................................................4
3.3 Evaluate the suitability of different types of distribution used to sell a holiday package 5
TASK 4............................................................................................................................................5
4.1 Strategic decisions made by different types of tour operator...........................................5
4.2 Compare the tactical decisions that taken by selected tour operator................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Tour operation management includes different activities and tasks in business irrespective
of their nature in functions. It considers planning, organising, staffing, monitoring, controlling,
etc. to improve overall productivity. There are several tour operators generally includes packages
and advertise it to promote their products (Robinson, Fallon and Crotts, 2016).
In this context, present study based on Travelodge UK which is hospitality sector
industry and operating in the hotels. They deal with more than 500 hotels in UK and provide
different kinds of services to attract more customers.
For gaining insight information of the present study, it includes effect of current and
recent trends on tour operations industry. Furthermore, it focuses on suitability of different
methods of contracting from different components. Moreover, report also assess suitability of
alternatives traditional brochure for different types of tour operators. At last, it contains tactical
decisions that could be taken by selected tour operator in different situations.
TASK 1
1.1 Analysis the effects of current and recent trends and development on the tour operator
industry
Covered in leaflet
TASK 2
Covered in PPT
TASK 3
3.1 Presenting the planning decision taken for design for a brochure
Travelodge can select brochure of different types of tour operators such as inbound as
well as outbound tour operators and the planning decision is as follows:
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2
Illustration 1: Brochure designed by
outbound tour operators
(Source: Brochure designed by outbound
tour operators, 2018)

 Cost: The quality of brochure should be so attractive so that many customers will
automatically influences. The brochure main aim is to provide entire necessary
information to their customers in order to decide the best option for them. Copies and
distribution method should be proper because it should not waste any single piece
(Williams, 2017).
 Format: The brochure format should also be consider in planning. To make the
format of brochure, Travelodge should consider various factors such as name of the
tour company, time of tour, destination and transportation and other important key
aspect. Make sure that the brochure should not be folded into more than 2 to 3 folds.
 Budget: The planning decision also affected by the budget as well as target market.
Budget should be consider in order to determine the actual cost that could be incurred
and target audience should also be focused while distribution of brochure is done
(Xiang, Magnini and Fesenmaier, 2015).
 Print specification: it is one the most planning decision which should be kept in
mind while deciding a brochure. The font size of the brochure should not be sop small
or so large. Such that it should be in a readable form only.
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Illustration 2: Brochure by Inbound tour operators
(Source: Brochure by Inbound tour operators, 2018)

 Stages and Time limit:To determine the limit as well as stages of the brochures that
should also be consider in planning the activities for brochures and in addition to this,
the stages which should also be accomplished within a specified time limit.
3.2 Presenting the suitability of alternatives to a traditional brochure for different types of tour
operator
 E-Brochure: It is the best alternative method for traditional brochure. e- brochure is
an alternative paper document which can be folded into various template and this are
available in an electronic format are called e- brochures. This is best suitable option
for inbound tour operators because these types of tour operator are work at
international level (Waruwu and et.al., 2015).
 Internet: It is the best method for all types of tour operator. This method attract wide
range of customers towards them. Through internet they can select best brochure with
their new and creative ideas which help to draw attention of many customers towards
them. Internet is another suitable option for Brochure which are designed through
computer which is mostly used by inbound as well as outbound tour operators.
 Social Media: the best suitable alternative option to a traditional brochure. Today's
generation is based upon social media and every young generation is used social
media in order to keep update with their new trends (Wallhagen and Strawbridge,
2017). Therefore Travelodge is also used social media in order to let people know
about new offers. As brochure contain complete information which help to choose
people best option. That is why through social media also, many people can easily
select best travel package for their own use.
 Press: It is one the most common alternative option used by Domestic tour operation
because press means to provide information through newspaper and magazines.
Therefore this option is suitable for those people who live within a local area.
Magazines and newspaper are also consider the best suitable option to let people
know about different tour packages which are provided by the tour operators. In this,
brochure consist of complete holiday package detail that is useful for them in order to
select the best option.
3.3 Evaluate the suitability of different types of distribution used to sell a holiday package
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 Direct Distribution: It is the best and traditional method of distribution and also cost
effective. Through this method manager of Travelodge can easily interact with their
target customers face to face in order to let them know about the holiday package
(Edmonds and et.al., 2017). Direct sales can be done through exhibition so that they can
easily reach through large number of groups. Further it also provide direct and first hand
feedback from the customers.
 Through Social network website: This is one of the most common way of distribution
holiday package and Travelodge can also uses this method. Most of the people uses
social media and it has been analysed that travel and tour industry provide many
information to their customers through this way because it is the best method to reach
many peoples in single method (Boniface, Cooper and Cooper, 2016). Online marketing
also provide a platform to attract wide range of customers.
 Online travel agencies: this method is now become very popular because most of the
people uses this method in order to reach wide range of peoples. Online travel agencies
provide best useful service to their customers are even they are trustful and further offer
discount offers to them. That is why many tour operators such as inbound as well as
outbound tour operators uses this method in order to reach wide range of customers.
 Review sites: through this sites, customers can easily take feedback in order to know
which travel company offer good range of services to their customers (Bester and et.al.,
2016). This sites generally provide feedback to their customers so that it will help tour
operators to make a plan as per the needs of their customers.
TASK 4
4.1 Strategic decisions made by different types of tour operator
Strategic and tactic decisions are most important consideration for travel and tourism
purposes. For Travelodge UK, it is formulated and implemented in effective and efficient
manner to run several operations. Running of business of tour operator also require certain
decisions for the purpose of increasing growth of the enterprise. In addition to this, it also assists
to develop prosperity of the chosen firm which determines successful holiday package in the
country (Hoyos, Morales and Akhavan-Tabatabaei, 2015). The selected firm is successfully
considered operations as tour operator so that decisions can be made on the following aspect:
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Pricing strategies: It is the main concern of tourist to create relation with expenditure which
occur in travelling. To accomplish this purpose, it is important for tour operator to make certain
decisions in relation with determine price of tour. Pricing may be either disguised or visible one
(Florio, Hartl and Minner, 2018). Disguised pricing in overall pricing also mentioned with
irrespective price separately. Travelodge must determines price method which is associated with
cost and many offers that offers in given context.
Surcharge policy: Furthermore, surcharge is additional amount that added to charge extra
fees by tour operators. It is important to add surcharge in such a way where tourist never feel
objection. This policy may be create issue for tourist to pay extra fee. Hence, proper guideline
must be implement to solve this issue (Redjem and Marcon, 2016).
Positioning and image branding: Brand is the tangible asset that assists to earn more profit
in the business. It is important to maintained proper work to increase promotion with different
mediums such as Facebook, Instagram, Twitter, YouTube, etc. Therefore, customer satisfaction
play very important role for development of brand.
Choice of product as per customer portfolio: Customer attracted for product when proper
advertising can be develop in market (Flores-Garza, Salazar-Aguilar and Laporte, 2017). In this
regard, products are presented as per customer interest. Decisions also landscape and presented
for effective work in Travelodge.
Distribution decision: These are mediums with services are rendered for customers and way
of payment made by them. Different channels also used with great caution as wrong channel lead
for the large damage in business (Allahyari, Salari and Vigo, 2015). Hence, government websites
consider additional formalities that require extra consideration.
Competition: Excessive competition also present in the market which create impact on
growth of the business. Therefore, decisions are taken carefully and appropriately. Competition
problems need to be overcome with better advertising approaches and techniques (Burgin and
Hardiman, 2015). Hence, Travelodge need to manage good advertising policy to increase brand
value for the growth.
Price wars: Excessive competition, competitors are not able to create great margin for the
profit so that it create results to solve problems in effective manner. Strategies can be
successfully maintained to enhance performances. It is helpful to accomplish targets of price
issue. With the help of proper strategies and effective evaluation, issues of competition can be
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resolved in all external factors which create impact on UK based enterprises (Ramanathan,
Ramanathan and Zhang, 2016).
4.2 Compare the tactical decisions that taken by selected tour operator
In order to consider tactical decisions, tour operators undertaken following decisions in
different situations:
Tactical pricing: Travelodge consider tactical pricing which is optimise price to take short
term market dynamics. It includes demand shift and competitive effects. Furthermore, the chosen
organisation varying price for the product for short term period and aimed to deal with
competition and access market entry in successful way. Generally, it is determining with
multiple level of implementation. At the highest level of strategic pricing, long term profit and
objectives of the organisation can be accomplish to take short term dynamic that sees demand
shift and competition. When the organisation determines tactical pricing from the output,
reaction from competitive firms develop for pricing changes which affect the firm strategy. In
addition to this, different tactical pricing also implemented in simple regression model which
ignores reaction from competitive firms (Xu and Gursoy, 2015).
Tactical marketing: However, tactical marketing consider strategy that assists to look upon
goals of the company. It also focuses on details to accomplish goals and objectives. With the
strategy, the chosen enterprise consider actions and tactics that assists to increase customer
attraction. In Travelodge, variety of marketing channels implemented as tactics. Selection of
right advertising media, public relation, sports marketing, etc. develop effective tactics to
increase revenue and position of price. Increasing sales of the services of chosen firm develop
more effective work (Backer and King, 2015).
CONCLUSION
By summing up above report it has been concluded that travel and tourism industry
contributed their portion in the economy of the country. Report shows that different tour
operators are also affected by current and recent trends which affect directly their management as
well as profit. Report also describe the stages as well as timescales which are involve during
holidays and some methods which are used for contract. While selecting brochure, Travelodge
should focus on some important points which help to attract wide range of customers. Report
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also concluded that there are some strategic decision as well as tactical decision which should
also be considered while planning for the tour packages.
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