HND Hospitality - Tour Operation Management Report: LCB Tours

This report delves into the core aspects of tour operation management, using LCB Tours as a case study. It begins by examining the role of brochures in marketing holiday packages, emphasizing the importance of design, cost considerations, and target market analysis. The report then explores alternatives to traditional brochures, such as e-brochures, mobile applications, and social media. It also evaluates various distribution methods for selling holidays, including direct distribution, social media, online travel agencies, review sites, and government websites. The report further analyzes strategic decisions made by tour operators, focusing on pricing strategies, surcharge policies, and branding. Finally, it examines tactical decisions in response to various situations, including tactical responses, pricing, and marketing approaches, to enhance customer satisfaction and business expansion. The report is structured around the context of a specific assignment for a Higher National Diploma in Hospitality Management.

TOUR OPERATION
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in Leaflet.......................................................................................................................1
TASK 2............................................................................................................................................1
Covered in PPT...........................................................................................................................1
TASK 3............................................................................................................................................1
3.1 Evaluation of the planning decisions taken for the design of a selected brochure...............1
3.2 Suitability of alternatives to a traditional brochure for different types of tour operator.......2
TASK 4............................................................................................................................................4
4.1 Strategic decisions made by different types of tour operator....................................................4
4.2 Tactical decisions that could be taken by a selected tour operator in different situations....5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
.........................................................................................................................................................7

INTRODUCTION
Tour operation management is an important aspect of tourism sector. It helps travel
agency to manage costumers, create packages, etc. to gain full insight into travel business.
Tourism sectors plays a vital role in development of economy and generates full amount of
income to sustain nation. This assignment is prepared on behalf of LCB tours which is a British
tourist company. It coordinates tours and provides various holiday packages inclusive all
hospitality services. This company operates its business in London. This report discuss about
effects of all current and recent trends along with development in tour industry. Information
about company's brochure design which they should adopt to attract consumers is also explained
in this report. In addition to this, Timescales, stages, sustainability, selling price of holiday is
also evaluated in this assignment.
TASK 1
Covered in Leaflet
TASK 2
Covered in PPT
TASK 3
3.1 Evaluation of the planning decisions taken for the design of a selected brochure
Brochures are an important aspects for every company to popularize holiday and vacation
packages. LCB should also create innovative and creative brochures which includes all details of
services they provides along with amounts. In this respect, company should focus on designing,
formatting of brochure and many more.
 Cost: Brochures are associated with its cost, designing and formatting. It should be
properly designed by which consumers are fell more tempted towards company (Sirirak,
Islam and Ba Khang, 2011). The quality of print must be in HD and attractive. The color
and combination should also be fascinating. Wastage of papers should be reduced and
resources must be allocated properly.
 Deciding the format: The format of brochure should in proper and in systematic matter.
Format includes proper indexing or contents, headings and sub heading should be
properly mentioned in decent color and combination. Pictures of offices and destinations
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in which company has served their services must be printed properly. The details of
packages including amounts must also be mentioned in detail.
 Target market and budget: Societies and segments of market should be considered by
company while preparing brochures. LCB tours should make holiday packages and plans
according to level of their target markets. So, company target high class people or
markets which can easily pay for all types of packages (Deresky, 2017).
 Print specification: It includes the details of locations and sites which should be printed
in brief. To attract consumers, pictures of special locations must be highlighted. LCB
should also uses correct font size and style to impress tourists. All information must be
printed in detail and in a format which is easily understandable by travelers.
3.2 Suitability of alternatives to a traditional brochure for different types of tour operator
Traditional brochure's are used by companies previously. But due to high technology and
modern era, travel agency stared using suitable alternatives of traditional brochure (Bratton and
Gold, 2017). In this respect, LCB uses some alternates of traditional brochure which are as
follows:
 E-brochure: These are also known as online reports in which details of packages are
provided on internet. Through online source tourist can see all details and information
related to packages. This is helpful for them as it is time saving and also eco-friendly.
LCB also uses E-brochure which helps them to serve their details widely.
 Android/iPad Applications: Mobile applications are also an important and alternate of
traditional brochure. These are basically developed on mobile phones which helps so
many travelers to get detailed information. LCB can also intro and launch its mobile
applications to serve its consumers on large scale.
 Social media: Social media is termed as a collection of wide range of people on sites
such as, Facebook, Instagram, etc. Companies also take use of social media sited to spear
awareness about their packages (Chandra Mohan and Baskaran, 2011). Through these
sites, company can post adds of related services which they provide to travelers. This is
also used by LCB and is beneficial for them to get reviews and feedback from tourists.
3.3 Suitability of different methods of distribution used to sell a holiday for different types of
tour operator
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To maintain sustainability in business activities, it is important for tour operator to
identify various methods of distribution to sell holiday. There are so many many tactics which
are considered by LCB to sell their holidays to their costumers.
 Direct distribution: In this, companies directly deals with their costumers and sell their
packages to travelers. This is a beneficial methods for small tour operators as they
directly deal with their clients. This helps companies to maintain relations and
coordination between customers.
 Through social network website: This is another successful method of distribution
which used to sell their plans. Products and services are carried out in this method which
is used by individuals worldwide (Kelly, Male and Graham, 2014). By this, tourists can
able to know everything as all details are posted including policies on sites. It is a
beneficial method for travelers as they can purchase deals online without going
anywhere.
 Online travel agencies: In this, tour agencies can also sell their packages through online
modes. This also helps them to promote and advertise their plans and assist in increasing
their sales.
 Review sites: Posting on online sites helps company to get reviews and feedback form
their travelers. This aid company to do changes and improvements if required. This is
also helpful for travellers as they can get review and ratings of company form
experienced people. This will increase customers base and sales of company along with
their brand name.
 Government websites: This method is also considered to be an important method of
distribution which agencies uses to sell their holidays among customers (Guo and He,
2012). Government sites helps costumers to secured by all aspects including online
transactions. These websites also ensures consumers that their amount is safe. This is also
beneficial for LCB tours as travellers make use of these websites to do online transactions
and feels safe.
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TASK 4
4.1 Strategic decisions made by different types of tour operator
There are some tactics and strategies considered by LCB tours to carry out their
operations and business activities. Company takes various decision and identifies tastes and
preferences of travellers. Thus, some strategic decisions made by different tour operators and
LCB are as follows:
 Pricing strategies: Tour agencies and LCB should take various decisions regarding to
the cost of holiday plans. It is important for them to analyses or identify needs and
preference of consumers (Collins, Munday and Roberts, 2012). According to their
consumers needs, company should make decision and apply prices which are affordable
to their customers. This will help LCB to increase their sales and profit turnovers. They
should also segments their market and provide services on the basis of their needs and
incomes.
 Surcharge policy: The another important decisions made by tour agencies is surcharge
policy. It is important for LCB to provide detailed information to customers regarding
surcharges. It is essential for travelers to have proper information and knowledge about
all costs. This will lead to maintain loyalty and coordination between clients and
company (Hsu and Liao, 2011).
 Positioning and image/ branding: Reputation and brand image is important for
company for attract more customers towards them. In order to achieve this, travel
agencies should provide holiday plans and packages in affordable prices. They should
also give all services of hospitality including accommodation facilities, air travel
services, superior quality foods, etc. This also assist LCB to gain competitive advantage
at marketplace and will stay at top. In addition to this, positive feedback and image will
enhance company to expand their business outside UK.
 Distribution decision: To expand business of tourism in different sectors, it is important
for company to use various methods of distribution. This will also help company to
become renowned through out the country. This will aid company to grab attention of so
many people and also increases their sales (Meredith and Mantel Jr, 2011).
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4.2 Tactical decisions that could be taken by a selected tour operator in different situations
In tourism sector, companies conduct their business operations and functions by making
tactical decisions. This helps companies to make strong customer base and increase revenues.
This also assists LCB tours to attain their goals and objectives in time. In this context, some
tactical decisions taken by tour operators in different situations are as follows:
 Tactical response: In this, tour agencies get response by their employees which are
performing their activities in company regarding services. It is the responsibilities of
employees to have capabilities to resolve issues of their clients. This will grow positive
image and impact on consumers towards agency. LCB tours also have responsible
employees which faces all issues easily and systematically.
 Tactical pricing: The another decision which company should on is pricing. They should
make all categories of holiday packages in all types of prices. High pricing packages
including superior quality hospitality services will attract higher class people (Birdsall,
2014). On the other hand, average rates of packages will attract other class of individual.
This helps customers to attract towards company. Tactical pricing also helps LCB tours
to increase level of customers and their sales.
 Tactical marketing: This is other important method which tourism sector should
consider to expand their business and spread awareness. They should opt different
methods of promoting and advertising of marketing. This helps them to spread
information at market place among consumers. Some modes of promotion which
company should take into consideration are, by giving adds in newspapers, magazines, by
distributing, pamphlets, television, etc.
CONCLUSION
As from above mentioned discussion, tourism sectors plays an important role in
developing economy and sustainability. There are some tour operators in tourism sector which
widely provides services to its consumers. In this, there are some currents and recent trends
which helps company to develop and expand their business. In the above report, some stages and
timescales involved in developing holidays are also mentioned. It is important for tour agencies
to use different contracts which helps them to easily deal with their clients. In addition to this,
brochure are also important for company to attract its consumers towards them. Some alternates
to traditional brochure are also used by company which saves time of their clients. Lastly, some
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strategic and tactical decisions are taken by different operators of tourism sector to increase their
sales and brand images. This also helps them to expand their business outside UK.
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REFERENCES
Books and Journals
Sirirak, S., Islam, N. and Ba Khang, D., 2011. Does ICT adoption enhance hotel performance?.
Journal of Hospitality and Tourism Technology. 2(1). pp.34-49.
Deresky, H., 2017. International management: Managing across borders and cultures. Pearson
Education India.
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
Chandra Mohan, B. and Baskaran, R., 2011. Survey on recent research and implementation of
ant colony optimization in various engineering applications. International Journal of
Computational Intelligence Systems. 4(4). pp.566-582.
Kelly, J., Male, S. and Graham, D., 2014. Value management of construction projects. John
Wiley & Sons.
Guo, X. and He, L., 2012. Tourism supply-chain coordination: The cooperation between tourism
hotel and tour operator. Tourism Economics. 18(6). pp.1361-1376.
Collins, A., Munday, M. and Roberts, A., 2012. Environmental consequences of tourism
consumption at major events: An analysis of the UK stages of the 2007 Tour de France.
Journal of Travel Research. 51(5). pp.577-590.
Hsu, H. H. and Liao, H. T., 2011. A mobile RFID-based tour system with instant microblogging.
Journal of Computer and System Sciences. 77(4). pp.720-727.
Meredith, J. R. and Mantel Jr, S. J., 2011. Project management: a managerial approach. John
Wiley & Sons.
Birdsall, M., 2014. ITE London Study Tour 2014: Part Two: Learning from the Highways
Agency Transformation and Smart Motorways. Institute of Transportation Engineers.
ITE Journal. 84(12). p.26.
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