Suitability of Alternatives to a Traditional Brochure for Thomas Cook

This report examines the evolution of marketing strategies in the travel industry, focusing on alternatives to traditional printed brochures for holiday packages and tour operations, specifically referencing Thomas Cook Group plc. It explores the limitations of conventional brochures in the digital age and presents various alternatives, including e-brochures, visual brochures, call centers, and travel agents. The report delves into the issues involved in developing effective brochures, such as segmentation, targeting, and data inclusion, and emphasizes the importance of budgeting and identifying target markets. It also provides a historical context of tourism, touching upon early travel motivations and the development of business travel and pilgrimage. The content aims to provide insights into modern marketing approaches and their impact on the travel sector.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012). Early tourism started with Nomads who
travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded around the world and
gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus
developed the tourism for pilgrimage. Early tourism started with Nomads who travelled around the world in search of food and shelter. Main
intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015).
1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage.
In travel sector or any other industry, it is most important part in which company are
develop a brochure to provide full information about firm as well as their product and
services to all potential customers. Through this they are able to attract attention of large
number of clients in order to increase profitability and market share. This is a method for
marketing. It can be distributed face to face or on internet. Digitalization enhance
reachability of the brochures.
Issue identification for developing brochure: Management of Thomas Cook Group plc
identify problem which are came during development of brochure. Some important issues
are segmentation, targeting, positioning, formal of brochure, all information and data
which are includes, time limitation of implementation of brochure or many more.
Management of the company develop strategic decision related to tour holiday packages, it
should be analysis and comparing all alternative option.
Format of the brochure: Brochure is a systematic document of all relevant data and
information which helps to clients to select most appropriate one offer among all available
alternatives according to their needs and wants. There are includes many column and bus
column in brochure and all information are divided affectively in these segments. It makes
booklet more attracting and understandable by all potential clients. The brochure designed
are depend on customer's preferences, attitude, perception, behaviors and many more. So
that target consumers may effectively understand all relevant information. Some
information which are contain in brochure are as follows:
• Name of the tour operator organization.
• Mode of transportation in same as well as other country.
• All the legal requirements.
• Travel location and itinerary of the travel schedule.
• Accommodation and food facilities.
• Price of the holiday tour package.
• All the conditions and other charges which are applicable.
Budgeting and selecting target market: Before distributing brochure, management of firm
may prepare budget and identify target market. It helps to prepare brochure in an effective
manner. Segmentation of market has been done by analysis customer's needs and wants.
Also identify target market by that are almost suitable for Thomas Cook Group plc is
choose.
The traditional printed brochure is a classical approaches of marketing which are help to attract
large number of customers. Thomas Cook Group plc are used this approach to sell their
product and services. It is a physical format of brochure which contain all relevant
information. But according to current market scenario printed books cannot able to attract or
retain buyer in front of digitalization. The new technologies and innovation may be able to
developed different alternative of traditional approaches. It is a capable to manage gap or
shortcomings of all conventional brochures. The various types of different alternative of
brochure are explain as follows:
E- brochures: According to current market scenario E brochure is a widely used method by
companies. Management of firm are select mode of distribution of these brochure is social
media site like Facebook, Instagram, twitter and many more. They also used website and other
internet networking site in order to spread information about product and services.
Visual brochures: In this, manager of Thomas Cook Group plc has make visual video to
attract attention of large number of people to gain high profits. It is a one of the promotional
strategies which push out the sales. This method helps to create long term memory about
product in the mind of customers.
Call centers: Various organization hire many employees and provide training to them to
present product by calling to potential buyers. Through this, they are able to reach to all
consumers in a low price. Which positive affect total package price of tour.
Travel agents and retailers: Many small agencies are work in tour and travel industry. That
improve effectiveness of operational activities as well as reachability. They are located in each
one area where firm cannot able to present.
Planning decisions taken for design Suitability of alternatives to a traditional brochure
Developing Holiday Package and Tour Operation