Tour Operations Management: Distribution and Brochure Planning Report

This report analyzes the distribution channels and brochure strategies employed by a tour operator, specifically focusing on Trailfinder's education tours. It evaluates the suitability of various distribution methods, including direct selling, online platforms, mail order, and internet marketing, considering their effectiveness in reaching target audiences and providing customer information. The report also presents a planning decision for designing brochures, detailing the incorporation of pictures, colors, descriptions, and other necessary information to attract potential customers. Furthermore, it assesses alternative promotional methods to traditional brochures, such as social media, flyers, posters, advertising, and e-brochures, comparing their advantages and disadvantages in the context of modern marketing practices. The report offers insights into effective marketing strategies for tour operations, considering both traditional and digital approaches.

Tour Operations management
P3.1. Presenting a planning decision taken for design brochures
Brochures are the simplest way which helps to attract a
wide number of customers. As Trail finder is conducting an education
tour, of 42 persons so it is necessary to use different promotional
techniques in order to let people know about their tour. So the
company chooses to use brochures and there are some planning
decisions that helps to create brochure which are mentioned below:
For planning, brochures must include different types of pictures or
scenic spots of Belgium, Brussels which helps to attract wide number
of people (Xiang, Magnini and Fesenmaier, 2015). This is a best way
to lend the right deals and it must include great shots of popular tourist
attractions and after this, there should be proper description of those
beautiful areas which also indicate a list of reasons why students
should visit the places Another step comes while planning a design for
brochure is related to colours. In a brochure, where the tour is
operated, those places must be highlighted by using proper
background colours and it must look beautiful and attractive. While
using black colour will look unattractive or unnatural as compared to
other colours.In order to engage reader while reading a brochure, Trail
finder can use different words in the description such as explore, taste,
witness and so on. The description about a tour must be in right side
of brochures because it will look good as well as attractive. The font
size should not be as large which looks unattractive. As it depends on
a size of brochures, which font size should be used (Boniface, Cooper
and Cooper, 2016).A company can also add other necessary details in
order to let tourist or visitors know why they must read brochures
because it will help them to get know about the destinations where
they are visiting. Other information must be included while designing
brochures such as name of hotel, activities which should be add on
brochures at the time of organizing tour, transportation facility,
provide local guide as extra facility etc. The brochures must include
all necessary details related to the attraction point or number of days
on which the tour is going to be held. A company also uses different
reward practices at the time of activities done on a destination in order
to attract wide number of people. As a company is conducting an
education tour so, it is necessary that it must include some
adventurous plans or activities to enhance the knowledge of each and
every students (Martín, Mendoza and Román, 2017).
By using this planning, a well-designed brochure can be
developed and of course, this strategy will be effective because it will
contain all necessary information with relevant materials and as per
the convenience of a student.
P3.3 Evaluating the suitability of different methods of distribution
Distribution of channel is a link between a producer and a consumer. Basically
there are many channels of distribution such as direct mail, internet, telemarketing, call centre
etc. The use of multiple distribution of channel is common in most travel company and that is
why they plays an effective role in hospitality sector because they provide the latest
information to the consumer while on the other side these channels help to provide
information related to customers need to a tour operator (Methods of distribution of
channels, 2018). Some Methods of distributing products or services in the context of Trail
finder are mentioned below:
Direct selling: Many tour operators uses direct selling as a channel of distribution because it
will help organization to know about a market research and aid to keep all revenues under
control of compan. However, it has been evaluated that it takes a lot of time as compared to
other methods.
Online: It is another method of distribution of channel which replaces all traditional methods.
The online selling feature generally, removes all intermediaries and reach large group of
people. This method of selling is generally used by big tour operators who organizes tours for
rich persons. By using social sites, network and online campaigns help to spread broad
messages which aid to achieve good sales volume. It is a best method that helps to keep
customers engaged while reading the offers which are provided by tour operators
Mail Order: It is low cost distribution channel which is convenient for customers. But this
method is only used when a tour operator wants to invite special people in a tour. However, it
is also evaluated that mail order does not help to attract wide number of customers and
mailing list is prepared to target particular demographic group of people who are interested in
order to go on a particular tour.
Internet: It is another most important and frequent channel of distribution which helps to
reach large number of people. By making websites that includes photographs, information
related to products, prices that are charged at a time of tour and a detail plan related to
particular spot . Using this method will help customers to pay instantly by using online service
or through debit or credit cards.
.2 Assessing a suitability of alternatives to traditional brochures
Since, Brochures are the best marketing mix elements that helps to promote any events. In the
context of Trail finder, a company also chooses brochures as a promotional technique. But now
a days it is not considered as one of the best traditional methods because to get news from
social sites have become more digitalized, that is why they do not prefer such techniques.
There are various suitability methods available in place of traditional brochures some of them
are as follows:
Social sites: It is one of the most important promotional method which helps to attract wide
number of customers. It is also considered as most suitable technique to raise awareness
regarding the products or services which are offered to customers. Social sites generally
include Facebook, Twitter and so on. These are regular sites where public relations are
established and they help to share a new offer or services very frequently. More than half of
population uses social sites that is why it is considered as one of the best and suitable option
which replaces traditional brochures (Tan and et.al., 2017).
Flyer/ poster: Flyer is considered as another alternative of traditional brochure and it is quite
cheapest as compared to other marketing tool. Flyer helps to provide a short message and it is
only highlighted to some basic points only. While on the other side, posters are mostly used in
supermarkets or public spaces in the form of announcements or advertisement. This
promotional tool helps in providing bulk amount of information which mainly targets
campaign which is going to be held in future. Flyers as well as posters are used to give some
specific information regarding a tour which is organized by a tour operator.
Advertisement: Advertising is one the most common promotional technique used in tour and
travel agency. It is another traditional as well as modern form of marketing mix tool.
Advertising generally comprises a long content and even it can be used in public places in
order to attract wide number of customers (Khan and et.al., 2017). Advertising are helpful to
provide information to bulk number of customers. They are also considered as one of the
cheapest promotional activity among all and it also saves time that is why big tour operators
generally uses this form of promotional tool in order to promote their tour in market.
E- Brochures: This is most common form of promotional tool which is generally used by
travel agency in order to save cost as well as efforts (Schegg and Stangl, 2017). The main
objective of e- brochures is to provide a digital format information that has to be provided by
tour operators to their customers. It is quite similar to brochures but they are quite cheaper as
compared to them. The biggest advantage of using e- brochures is that it requires less space as
compared to others and it can be kept with themselves while travelling. Thus, tour operators in
travel agency finds this way most suitable than others.