Airlines, Travel Agency & Tour Operations Report: EasyJet Strategies

This report provides a comprehensive analysis of EasyJet's travel agency and tour operations. It begins by exploring the factors that influence travel decisions, such as appeal, convenience, prior experience, price, and the purpose of the trip. The report then delves into Porter's generic strategies, including cost leadership, cost focus, differentiation focus, and cost leadership/differentiation leadership, recommending cost leadership as the most suitable strategy for EasyJet. The investigation continues with an examination of the tour operations industry within the travel and tourism sector, differentiating between outbound and inbound operators. Finally, the report discusses the retail travel environment, the role of a travel agent, and the different types of travel agencies, highlighting the relationships that exist within retail agents, with a focus on EasyJet's operational strategies and market positioning. The analysis emphasizes the importance of understanding passenger needs, optimizing costs, and leveraging technology to enhance service delivery and market competitiveness.

Airlines,Travel Agency
& Tour Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Factors that influence travel decisions........................................................................................1
TASK 2............................................................................................................................................3
Porter Generic Strategies in each form and suggest suitable one ..............................................3
TASK 3............................................................................................................................................5
Investigate the tour operations industry within the travel and tourism sector............................5
TASK 4............................................................................................................................................7
a) The retail travel environment and the role of a travel agent...................................................7
b) Different types of travel agencies and the relationships that exist within retail agents..........8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Travel agency and tour operations are relating to services with respect to hotels, railways,
travel insurance and packaging tools. Tourism companies are dealing with arrangements which
are devoted by making several departments. This report is based on Easy Jet which is specialized
travel agency in business and commercial. They are leading with a core of services with definite
structure in market with intended packages to customers. The main purpose of this report is to
influence decisions of passengers. Apart from that company Easy Jet is leading with strategies in
order to opt benefits and challenges. Report mentions many of the programs by investigating
operations of tour industries. Lastly report describes role and responsibilities of agent with
respect to their relations with agencies in providing products and services. Easy Jet is leading
with structure with meeting market shares and different services.
TASK 1
Factors that influence travel decisions
Influencing decisions are made in order with airlines which is based on rapid growth.
Easy Jet travel and tourism company is in successful explanation by providing satisfaction to

passengers. There perception is to influence service quality with respect to defined frame work.
Positive buying behaviour and intentions indicates reputation, price and quality service this
attract future passengers. Company Easy Jet is leading with appropriate strategies with
enhancing image and routine diversity by attracting more passengers. The factors are based on
predicting travelling decisions with satisfactory outcome by assisting marketers. Satisfaction to
individuals are based on diverse needs and desires(Anderson, 2013). As per travel consultant
factors that affect agency by having beyond prices and quality of air services. Airline services are
based on transport mode which results shown by flight destination. Their services are depending
on particular accessibility of airport. The factors that influence passenger decisions are.
Appeal: This factor is based on providing passengers a greater level of protection with
penalty fare. Here penalties are made where passengers are travelling without having ticket.
Appeal services are made in order to passengers with paying close attention by careful
interpretation. Easy Jet company makes appeal by providing information to passengers
essentially. It is a key explaining factor which attract many of the future customers. This is a
vital form in avoiding unsubstantiated generalisation with greater precision. Appeal in Easy Jet
is based on natural attractions, transport provisions, media attention. From this, frequent
passengers are attracted by visitors in respect to services which are reliability served. As per
travel consultant company used to make duration stay which increases visitors and destination
appeal by modern attractions(Archer and Syratt, 2012). This factor is definitely leading with
attracting future passengers.
Convenience: In airlines industry passenger convenience are prepared for growth. It is an
upgraded system with an innovative key and ensuring continuous delivery. In this, Easy Jet
company baggage with screening system by an explosive detection in equipments. Convenience
relating with travels and tourism are based on offering services which dedicated to bys operator.
Easy Jet company provided services for travellers like well maintained buses, ensure skilled
drivers etc. Bus services are provided in a manner by connecting with different routes. This
promote safety and comfort for passengers with good frequency like A/C seater or sleeper. As
per consultant, it is a best way to attract most of the future passengers in opting Easy Jet. The
company is offering online tickets with secured payments options at any time. This eligibility is
prepared with ongoing offers and cashback facility. As per travel consultant company must opt
this factor for future enhancements.

Prior experience: In travel agency it is a vital part in making ultimate responsibility for
pre-packages provided to passengers. Experience is a centre of services which are made with a
provision in gaining attention of customers. This expertise knowledge is based on phases
involving with multiple service channels and customer responses. Easy Jet company line
manager select an experienced person in a manner whom having knowledge about cancellation
conditions, changing reservations, discounting, bookings, responsibility of passenger etc. As per
consultant company is leading with focus on passenger services provided like accommodation,
meals, complains VISA services and their luggage(Assaf, 2012). This factor is useful in context
with future aspects by developing model creation which is essentially evaluated by transit quality
service. Expertness is depend on understanding role of tourism which focus on specialise
knowledge.
Price: Prices are determined by services and packages provided by Easy Jet. Company
includes tour guide or leader facility with a provision of short and long term distances. They are
providing many more facility according to range of available tours like special-interest tour,
adventure tour, group tours and fully escorted tours. Their defined prices are examined by vast
and varied market with available packages. Travel and tourism are designed by particular area of
interest which is modified by needs of travellers. Easy Jet company provides single combined
trip with having variety of services with transport, accommodation and meals(Batinić, 2013).
Here prices are determine by terms and conditions given on websites to passengers. As per travel
consultant, line manager of Easy Jet has to opt use of applications in order to make online tickets
and reservation. From this, passenger can make comparison in better prices and services to opt.
This factor is useful in a manner by deciding which facility to select by passenger according to
range.
Purpose of trip: Purpose of trip is defined by an interests of passenger in making
connections with different culture in unique manner. Person is leading with interesting
destination with memories of photographs which taught by a part of tour. Easy Jet provided
services with respect to meals is likely for making attraction of passenger in future prospects.
Companies motive is to built attention of customer by driving profit, huge simplification and
pillage natural environment. Here line managers are forecasting especially with brighten future.
As per travel consultant, company use to resolve pain and exploitation of world. Their focus is
made on hoping for overcoming despair and looking after on passenger protection.

TASK 2
Porter Generic Strategies in each form and suggest suitable one
This strategy is determine by firms profitability in long run sustainable competitive
advantage. Company is combined with scope o0f activities which they seek to achieve them.
Michael Porter has described operators in selecting cut costs with minimum saving customers in
lower prices. They are based on focusing on efforts on making services in wonderful as possible.
According to strategy formulation higher prices of travel and tourism commanding in result with
making up their higher costs(Caber, Albayrak and Loiacono, 2013). Easy Jet is grab market
share by ensuring plans for driving further cost downwards. Article with strategies are explained
in a practical way with a core of theory. Company believes in clear course by beating
competition. It is a clear description for travel and tourism company by determining direction
with context to generate profits. Porters four strategies are defined below.
Cost Leadership: This is a traditional method achieve with an objective of market
segments which are supplied by emphasising minimum costs of travel services. It defines larger
demand of market by offering at lowest prices. Here company is opting huge market share with
average prices with keeping costs as low possible rate. Easy Jet is leading with successful
strategy with a form of substantial capital investment by making focus on internal processes. A
producer with lower costs exploit cost advantages on tourism. In this, economies of scale is
determine by preferential assess of raw materials(Medlik, 2012). Travel and tourism is concerned
with standardised products which is relatively acceptable by having majority of passengers. This
leadership is concerned with significant cost advantage by making further enhancement in share
market. Their required many of close cooperation in functional areas of travelling. As a travel
consultant, line manager to be lead with lower cost in which Easy Jet has to face challenges and
benefits with following terms are describe below.
 Increasing productivity
 Enhancing utilisation capacity
 Using technology in effective manner Bargaining power will negotiate minimum prices of production inputs.
Cost Focus: This strategy is based on focusing market with having little competition so
they offer minimum cost of prices. They are targeting clear niche market by understanding
dynamics in order to make lower costs. It is totally same as cost leadership concept by selling

small portion and making focus on purchasing unique service for travelling. They are leading
with broader concept with potential growth that having chances in succeeding. Easy Jet company
is balancing relation among cost and delivery. Passengers used to opt service which found
developing edge. The benefits and challenges faced by company are.
 Cost advantage
 Building target segment Focusing on Niche market
Cost differentiation / Differentiation Focus: This strategy refers to lead with dimensions
by seeking travelling company uniquely. Easy Jet is perceiving many of the passengers with an
attribute to satisfy those needs. In this, line manger reward with a focus on premium price to be
opt. It involves strong brand loyalty which stay unique in any possible competition(Räikkönen
and Honkanen, 2013). As a travel consultant, company should be aware about competencies and
strength. They are justifying with higher prices and able to grab large share market. Travel and
tourism company is positioning in great manner by dealing with planning process. Company
faces benefits and challenges are defined below.
 Improving strengths
 Aware about competencies.
 Focusing on competitor product and service
Cost leadership/ Differentiation Leadership: It is based on selecting one or more
passengers with a aim of achieving competitive advantage. Easy Jet company strategy is to make
charge on premium prices which reflect on product and services. Travel and tourism company is
making higher costs of production by adding extra value and facilities to passengers(Rosselló
and Riera, 2012). Managers are providing customers product with clear reasons in preferring
product over others by making differentiation. Their having many several ways with respect to
substantial investments. Company is facing many challenges and benefits are describe below.
 Making wide range on distribution among channels.
 Attractive services for passengers
 Good service quality to customers
 Consistent support with promoting strategy
From above using four forms in strategy Easy Jet has to adopt cost leadership strategy.
After this explanation made by using all strategies it is easy to opt the one from them which is

beneficial for line managers of company. It is suitable for company because it enhances
productivity, making effective use of technology, widely using online offers of services for
travelling and tourism.
TASK 3
Investigate the tour operations industry within the travel and tourism sector
Tour operations are refer to as providing and operating through contracting, booking,
packaging for such hotels, transportations, meals, guides and sometime flights. Easy Jet is
focusing on packaging aspects which is arrived by destination. Travelling agents are responsible
for selling packages to customers. It is based on specialisation with a range of destination. Line
manager is looking after on passengers willingness to buy certain package. As per consultant
company use to opt online sources in delivering product and service for making in order to their
choices and budget. Types of tour operators
Outbound Operators: These tour operators are providing multinational tourism. They are
visiting to foreign countries or contingents. Easy Jet company is selling its tour packages to
passengers in making wishes to travel in other countries. As per travel consultant, company used
to opt high ranges for foreign trips. Line managers are leading with this source by making lower
costs. This is basically dealing with world wide range of tours which having high exchange rates.
Inbound operators: They are providing trips within country who are visiting from other
country. Company is making arrangements in dropping services by local attraction of visitors.
Line managers are responsible for making facilities for tourist stay(Topolšek, Mrnjavac and
Kovačić, 2014). It is an incoming tourisms which helps in gaining more income. Easy Jet
involves in making stay of arriving passengers by handling product and services.
Domestic operators: They are those who are travelling in same country boundary by
visiting destinations. Company is adequately leading with the market with domestic tourism.
Easy Jet company found it is hard and impossible for making trips in over a period of months
and weeks. The volume is describe by same day visit which is actually so difficult to identify.
This comprises seed bed enterprise culture which is highly relevant for destination marketing.
Specialist operators: These tour operators provide service in niche market by leading
with special king of activity. Company Easy Jet is leading with particular geographical area with

depending on handling tourists. These operators are managing hiking, religious and group tours
which are integrated through tool.
mass market operators: they are facing growth pressure in proving value to increase customer
facility. Easy Jet is leading low prices and owning packages for holidays by using internet. They
are making price advantage for offering economies of scale in productivity, profitability and
complexity with sourcing content(Vidović, Štimac and Vince,2013). As per consultant, company
used to lead crucially for increasing marketing penetration.
Direct sell operators: They are defined as selling goods and services by involving in
direct communication in between producer and customers. Easy Jet company is leading with
retail outlets, distributors, wholesalers etc. As a travel consultant company is making direct
package to tour operators because having high value of products.
 Industry structure
Structure of businesses: their structure is based on six components are attracting customners,
transporting by making channels in paying services, tour operators with best accomodation
services, travelling agents which cater special holidays to passengers and developing tourism.
Easy Jet company is involving in these structure on daily basis. Facing challenges and making
using services for providing to customers.
Major Operators: they are those who are using online sources. Easy Jet company makes
new services involvement by providing to passengers with their facilities. As a consultant, line
manager should make major operations by using technology and internet.
Market share, products and services: This travel and tourism company is surviving with
product and services in flexible industry. They are not easily standardised by interest and
demand company use to make them by giving facilities.
 Relevant legislations and role of trade bodies
EU Package: This regulation takes place in sales package provided to consumer. Easy
Jet company selling packages to customers in order by providing guarantee on purchase made on
customer by getting refund.
Travel Directive: It is made on individual who is working in federal government by
having required information in contact with departments. This regulation is made on those who
are managing authority by project officer(Wong and Lee, 2012).

ABTA: This regulation is made by travelling brand to public in order to offer advice and
guidance to customers. Passenger support, protection are their in building confidence in ABTA.
Easy Jet company is promoting responsible tourism by travel experiences.
AITO: They are The Association of independent tour operators, who are exploring
independently with reviewing finest specialists.
TASK 4
a) The retail travel environment and the role of a travel agent
Travel environment is defined as fast moving business in earning commission from
suppliers. They are having tour operators, transport providers, tourism organisation,
accommodation suppliers, ancillary services and entertainment sector. Company is leading with
travel insurance, transferring luggage etc. For entertaining industry their includes ticket agentrs,
festivals, conferences, events etc. In tourism organisation their include tourist boards and
destinations.
Role of travel agent are.
 Making outlets of suppliers and wholesalers.
 Encouraging customers to opt product
 Making agency growth
 Reservation of business traveller
 Providing customer services
 Booking facilities
 Complete knowledge about product and services.
b) Different types of travel agencies and the relationships that exist within retail agents
 The different types of retail agencies: There having various types of retail agencies
which are challenging in day to day basis. Many of the customer services are opt by
agencies by handling payments and transactions. Types of agencies are defined below.
1. Speciality store
2. department store
3. super markets
4. convenience store
5. discount store

6. extreme discount store
7. off price/ used goods
8. super stores
9. e-commerce stores
 Products and services: Many of the products and services are provided to customers in
order to facilities. The passengers of travel and tourism are based on retail agency. They
are making production from raw material to finished goods. They maker sure about
product information provided to customers. Easy Jet company is leading wuith this
agency on daily basis.
 The relationships that exists within retail agencies, vertical and horizontal
integration, preferred agents and agency agreements: Retail agencies are overlooking
on integration services line online marketing. Preferred agencies are based on agreements
in a manner to make sure about innovations in services and products.\
CONCLUSION
From the above mention report it is concluded that company made decisions in order to
influence passengers. The company is making surety to customers for attracting them. Generic
strategies are used in forms of selecting suitable by making suggestions. Conclusion is made in
order to travel experience for making investigation in travelling sector. In lastly company is
facing role of travel agent in different agencies. Their must make preferred agreements.

REFERENCES
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