Analysis of UK Package Holiday Trends and Thomas Cook

This research project delves into the analysis of emerging trends in UK package holidays, focusing on the specific context of Thomas Cook as a case study. The project begins with a proposal, including an introduction that highlights the travel and tourism sector's significance and the shift towards collective service purchases. It establishes the background by emphasizing increasing competition and the need to understand current trends for effective strategy development. The research aims to analyze these trends, identify factors impacting the development of package holidays, and recommend ways for Thomas Cook to improve its holiday packages. The literature review explores the concept of package holidays and examines emerging trends such as short breaks, safety holidays, and the use of technology. It also discusses factors impacting the development of package holidays like travel agency rates and customer habits. The project includes a detailed table of contents, literature review, research methodology, implementation plan, resource requirements, ethical considerations, limitations, data analysis, and conclusions with recommendations. The project explores the evolution of package holidays in the UK, examining the interplay between customer preferences, technological advancements, and the strategies of key industry players like Thomas Cook.

Research Project
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TABLE OF CONTENTS
Proposal............................................................................................................................................3
Title of the Research....................................................................................................................3
Introduction..................................................................................................................................3
Background of the Study.............................................................................................................3
Research Aim and Objectives .....................................................................................................4
Literature Review 2000................................................................................................................4
Research Questions......................................................................................................................8
Research Methodology................................................................................................................9
Implementation Plan..................................................................................................................11
Resources required.....................................................................................................................12
Ethics..........................................................................................................................................13
Limitations.................................................................................................................................13
Data analysis..............................................................................................................................14
Data Analysis.................................................................................................................................14
Conclusion and Recommendation.................................................................................................19
References......................................................................................................................................20
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PROPOSAL
Title of the Research
To analyses the emerging trends in the package holidays in UK: A study on Thomas Cook.
Introduction
In present market condition, travel and tourism sector is considered as one of most
efficient sector which contributes in economic development. Wide range of services is being
offered in the sector which attract customers. Classification of services can be accommodation,
food and beverage, transportation, etc. In addition to this, it can be said that in past the people
were focused towards booking of diverse services on their own way. Nowadays the trend has
been changed and people prefer to buy services in an collective manner (Rundh and Rundh,
2016). It is one of key reason that businesses has started offering services according to need of
customers so that better convenience can be offered to them. With an assistance of this, key
opportunities of business firm has been advanced in great context. It has been noticed that
customer needs also changes in rapid manner so in order to have effective designing of tour
packages. If tour packages are not developed according to customer need then overall business
might get affected.
Thomas Cook is considered as one of leading tour and travel company which offer
number of services to customers according to their needs. Company is also offering wide range
of package tour services so business also need to understand the emerging trends. It is one of key
reason that Thomas Cook has been considered as an organisation for present study. By having an
improved focus on the present investigation the emerging trends in the package holidays in UK
can be analysed in effective manner.
Background of the Study
In travel and tourism sector the level of competition is increasing effectively so in order
to deal with the issue understanding of current trend is significant. It is because it allows to have
effective designing of strategies. With an assistance of this, proper tour plans can be designed in
order to meet the needs of customers and leading business firm to impressive level of success.
Current study is also beneficial to analyse the overall working if sector and ensure that
operational activities are being accomplished effectively. Current study key motive is to analyse
the emerging trends in the package holidays in UK (Tchoukarine, 2015). It will assist in learning
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about the standards which are essential for package holidays. It helps in data collection regarding
customers, market trends, sales report, specific demands of customers. Further, concern of this
study is to identify factors that may impact development of package holidays. It helps in
designing better ways that can improve the services of travel and tourism sector in regard to
package holidays.
Research Aim and Objectives
Aim:
Key purpose of the present investigation is to analyse the emerging trends in the package
holidays in UK. In this respect the Thomas Cook is considered as a organization so that subject
can be evaluated in appropriate manner.
Objectives
 To understand the concept of package holidays
 To evaluate the emerging trends in the package holidays in UK
 To identify factors that may impact development of package holidays
 To recommend ways through which Thomas Cook can improve effectiveness of holiday
package.
Literature Review
Concept of package holidays
As per the Björk and Kauppinen-Räisänen (2016), the concept of package holiday is
regulation which is set by the civil authority. It is managed by the package tours regulations
(PTRs ) and air travel organiser (ATOL) regulation. The package is also called the package tour,
holiday and the holidays which work like the tour operator. In the author words the operator
organised the package holidays and with the help of the agent package is sold. It is comprises
with the transporter, advertiser with sold together to the consumer. Travel Package is the
combination which consist different component. According to Chun-xiao, Luo-qiong and Ting
(2013), package holiday is the form of product bundling which sale by the vendor. It is the
complete trip provided by the operator to the customer who wants to go on the tour. This
package provide the taxes, accommodation, food, drinks, transport, etc. all these things included
in one price. On the other hand Doyle (2012) they provide the different types services where they
provide more than 24 hours to the vendors where all services are compiled in the one package.
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Package is also in different types where some of the package include transporting while some are
not. It depends on the customer what type of holiday package refer it may be a hotel or a tourist
services. Morgan (2012) holiday package tour is the time savings for the people where one call
to travel agencies make the save in the time by giving some amount of commission to the travel
agencies. They provide the packages like in adventure tour, regional group, special etc. which
ever the people wants to purchase the package they can. Rundh and Rundh (2016) packaging as
defined by the act of package tours regulation 1992. The package of tours will provide to the
customer is more than 24 hours and services should be available at 24 hours. The holiday should
be offered by two or more and package should be provided in the competitive price. It should be
provided under the act of regulation. It is a kind of contract where it deals with the people in the
confirmation voice.
Emerging trends in the package holidays in UK
According to the Tchoukarine (2015) the recent trend of packaging trends in the UK is to
short breaks are increasing and peoples of the UK is taking the safety holidays' concept. They
make the various types of holiday list and most of the families in UK are increasing in going to
the tour. They plan the activities before the holiday. Where on the other hand Lee, Chang and
Chen (2013) predict the top of the trend which is emerging the destination is growing and make
the activities before going on the holidays. Main of the emerging trend of package holiday in UK
is to providing the experience in technology holiday. Market trends are like Cruise, ski, adult
only, older travels, themed breaks. These are the trends in the UK where nowadays people
following. In addition, the Ladkoo (2016) says that the emerging trend in package holiday of UK
is depended on the habit of the customer. Now the trends in direct booking on the online, which
also offer the various scheme. The second mainstream in nowadays is the new devices. Booking
the holidays on the mobile is increasing which are the one of the booking habit of the people.
They book the packages wit the new device which provide the value of money with different
authors. Ganglmair-Wooliscroft and Wooliscroft, (2016) this authors define the key trend of the
packaging like the customer always chose the different destination in the package of holiday and
notice the growth of the age. He analyses the people went on tour at least on at the 12 month.
People who are older are must take the packaging.
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Björk and Kauppinen-Räisänen (2016) has asserted that one of key trend of hospitality
sector that people are more focused towards services which provide convenience. With an
improved focus on such aspects the issue can be resolved effectively and attract more customers.
It means tour packages must be designed according to customer needs so that goals and
objectives can be accomplished effectively. In addition to this, it can be said that people are also
prefer to travel in every six months to experience cultural values of destinations. Chun-xiao,
Luo-qiong and Ting (2013) has contended that family vacation, adventure, business and others
are key reasons behind the travelling. It means while having a designing of tour plan the business
firm must consider it in appropriate manner. Along with this, different modes of transportation
are also being preferred by customers in travel packages according to convenience and interest.
Classification of travel modes can be as car, bus, train, airplane and ship.
As per the view of Doyle (2012), Hill station and deserts are key destination which are
being preferred by travellers in present era. It means the location selection in tour plan is also
according to customer needs. It is one of key reason that customised tour plan is one of critical
aspect which is effectively promoted by the travellers in order to meet key goals and objectives.
Morgan (2012) has also stated that there are different kinds of tour plan according to interest of
customers. Sport tourism, eco tourism, etc are also key values which are being referred by
customers in order to meet key goals and objectives. With an assistance of this, tour package are
being designed in appropriate manner. In addition to this, it can be said that people are looking
for destination which provide a unique experience. With an assistance of this, the issue can be
resolved in appropriate manner. It helps in creating an unforgettable memories so that industry
can have better opportunities in the market.
Factors impact development of package holidays
According to the Spring (2013) the development of package holidays get effect by many
factors. Authors says they set the rates according to the travel agencies. When the rates of travel
agencies are higher the organise makes the price of package low as compared to the travel agent
and dell in the competitive rate which makes benefits for the consumer. The travel agencies
make positive impact on the holiday package. It helps the vendors to make proper budgeting.
Where on the other hand, the Swaminathan and et.al., (2015) says that packaging impact in
negative way also, it is inflexibility in nature where one time customer fixed the schedule and
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accommodation they are unable to change. This negative impact make the consumer
dissatisfaction. Where, the author also included in the line that package also make the negative
impact on the travel agent. The travel agencies have no control over in the organise of holiday
package. They get the commission but it makes difficult in to the provide the standard high
quality as compared to the packaging.
On apart from that, Zhihong and Yu-ting, Z.H.A.N.G. (2012) development of packaging
holidays get positive impact with the time and the cost to the travel agent. They compile all the
components in the tour and make it effective by communicating with the different services'
provider. With the help of travel agent it saves the time and get increase in the commission.
Travel agencies help to the customer by suggesting the different location in the tour as per the
choice of the customer. Providing the different types of packages and variety of places make the
good impact. As per Zweiniger-Bargielowska (2012.) if something goes wrong in related to the
holiday packaging it makes effect the development in the organise of package holiday. Example
if the travel agencies are no correct, delayed in the flight, having problem in the tickets etc. all
these responsibilities are not proper it may affect in the development. Try to solve the problem if
customers is having it and make the proper arrangement. A good services impact the good in the
business, it gives the convinced to the people and saves the time of the people. Cerniauskaite
(2013) the main impact of developing is social environment. People opt the travelling tour
because it gets the social interaction between the friend and other. It depends on the age of the
people like adult people consider mostly the accommodation where the younger people with the
friends make the group tour. While, the quality of the package holiday organisation also impact
with the quality what they provide. Better the quality better the people. The travel agencies deal
with the other agencies like in hotels, airline etc. which make the quality perfect. By providing
the high standard quality customer feels satisfaction and approach to other peoples as well.
Specialy for the companies makes ensure that to make frequent availability for them.
Ways to improve effectiveness of holiday package.
There are many ways to improve the effectiveness of holiday package. As per Murphy
(2014) says that holiday package is improve by doing the special promotion like online, social
media, design, printing etc. Promotion help to make aware in the public and chances to grow
early in the market. By giving the email to the existing email address it make reminder in the
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people and get updated. Providing the offers on the social app like in Facebook, Instagram etc. it
will encourage the people. As other author Anderson (2015) says that give various types of offers
and gift so it will lead to improve the package. During the holiday and holiday period people
love to purchase the gift. Providing the special gift with the holiday package people get more
attracted. Make planning and take time to promote according to the gift with the package that
will not lead to effect the cost. Plan in advance so at the time of holiday it will promote and make
more profitable. By making effective improves make the marketing programs, events in the
holiday period where giving the response to the effective person. Spend more time and the
money in the promoting the packaging holidays it will improve the organise packaging holiday
in the market. As per the Bilińska-Reformat, and Sztangret (2015), the effective holiday
packages can be improved with the help of research and development process. In this process,
the organization is required analysing the taste and preferences of the customers. The firm can
adopt different methods for conducting research such as filling questionnaires and online
surveys. This will allow the company to identify the mind set of the customers and their demand.
The organizations can create the email marketing lists where the management sent the emails to
the customers in order to get their ideas and views. Besides this, the company can also adopt the
gift policy where the packages can be given as the gifts to the customers. For an instance, for
married couples discounts can be offered. This will help the organizations to increase its sales
with the help of attracting the customers. In addition to this, the management can also make
partnership with the local businessmen. This will allow the organization to enhance its services
and raise its customers. Last one, the management can plan and organize the events where they
can promote their services with the help of campaigns. This leads to catch the attention of the
customers towards the services of the travel company.
Research Questions
 What do you understand from the concept of package holidays?
 What are emerging trends in the package holidays in UK?
 Which factors impact development of package holidays?
 How Thomas Cook can improve effectiveness of holiday package?
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Research Methodology
In order to conduct the research, it is necessary for investigator to have improved focus
on the methodology selection so that goals and objectives can be accomplished in desired
manner. It provides a well framed path to conduct an investigation. In this section, discussion
about diverse methods and tools is being considered as critical aspect so that subject can be
evaluated in appropriate manner (Jackson, 2010). Present report is focused towards analysing the
emerging trends in the package holidays in UK. Methods essential for methodology are
philosophy, approach, design, collection, etc.
Research Approach
Research approach is considered as one of critical aspect because it allows to make sure
that overall outcome can be framed in appropriate manner. Approach can be understands as a
scheme that helps in deciding in the manner a particular research will be initiate and progressed
to reach end destination. By having an improved focus on effective selection of approach is
beneficial to accomplish the objectives in appropriate manner. It has been noticed that there are
basically two kinds of approaches which are being employed by researcher (Khan, 2011).
Classification of approaches can be as inductive and deductive approach. Inductive approach is
mostly adopted when the data collection from any particular evidence is being taken into
account. On the other side, deductive approach allows to have data collection through reviewing
the existing theory which helps in designing outcome. In deductive approach the hypothesis is
also been designed in the study (Dey, 2002). However, for the present investigation the
researcher will focus towards inductive approach. With an assistance of this, the outcome of
research investigation can be accomplished in desired manner. It will also allow to understand
the concept of package holidays so that Thomas Cook can have better opportunities in the
market.
Research Philosophy
It is considered as a tool which provides a presentation about the belief and values
referred by the researcher while conducting an investigation. It has been noticed that selection of
philosophy is high dependent upon belief and nature of study. There are different sorts of
research philosophies which can be classified as positivism, realism, interpretivism and few
others. In addition to this, it can be stated that interpretivism philosophy will be appropriate for
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the present investigation. It will allow to have proper engagement of members so that goals and
objectives can be accomplished in desired manner (Crowther and Lancaster, 2012). With an
assistance of this, evaluate about the emerging trends in the package holidays in UK can be
considered as critical aspect. Moreover, data is also interpreted based upon literature review so
that exact details can be attained through it. However, the selection of positivism philosophy is
not appropriate for the present investigation because it will not assist in identify factors that
impact development of package holidays (Pring, 2014).
Research Design
It is a tool that provides a blueprint of research so that objectives can be accomplished in
desired manner. In addition to this, it can be said that classification of design types can be as
exploratory, descriptive, causal, experimental and case study. In addition to this, it can be stated
that for present research study the descriptive research will be employed by researcher. With an
assistance of this, the subject will be evaluated in descriptive manner (Saunders and et. al.,
2010). Along with this, it can be said that gaining an appropriate idea about ways through which
Thomas Cook can improve effectiveness of holiday package is one of significant benefit behind
selection of design. It will also allow to evaluate the emerging trends in the package holidays in
UK
Research Type
In addition to this, it can be said that conducting a research also requires a proper
understanding about the tools and techniques which are being employed in the investigation. It
also provides an appropriate learning about the nature of the study so that goals and objectives
can be accomplished in desired manner. There are basically two kinds of research such as
qualitative and quantitative (Silverman, 2010). In present investigation, the qualitative aspects
will be considered as critical aspect. With an assistance of this, descriptive outcomes can be
attained so that objectives can be accomplished. Along with this, qualitative aspect will also
assist in identify the ways through which Thomas Cook can improve effectiveness of holiday
package.
Data Collection Method
Data collection is most essential section of the investigation and it needs to be consider
effectively because it provides in-depth information about the subject. There are basically two
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kinds of methods of data collection such as primary and secondary. In present investigation both
methods will be adopted by the investigator. In primary collection, questionnaire will be
designed on the basis of objectives so that proper outcome can be attained (Singh. 2010).
Responses will be taken from customers of Thomas Cook in order to attain authentic outcome.
On the other side, in secondary investigation the proper understanding about subject will be
developed through accessing secondary sources. Such as books, journals, online portals, etc. It
will also assist in identification of emerging trends in the package holidays in UK
Representative Sample
It has been noticed that sampling is also essential for effective data collection from
primary sources. In addition to this, it can be said that random sampling method is most essential
for the collection. In this, responses will be taken from managers of Thomas Cook in order to
attain authentic outcome (Axinn and Pearce, 2006). Questionnaire will be presented to sample
size selected so that information can be gathered effectively for accomplishment of the
objectives. In addition to this, it can be said that sample size of present primary investigation is
50 customers of Thomas Cook, London.
Implementation Plan
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Writing the research proposal
Reading and understanding the literature
Finalization of the objectives
Drafting the literature review
Collection of secondary data
Analysis of the secondary data
Development of research approach
Drafting of research methodology
Formulating the questionnaire
Arranging survey
Conducting survey
Gathering of the information
Findings of the Draft
Evaluation of the data
Finalizing other chapters
Draft findings chapter
Submission to tutor and awaiting feedback
Revising the final draft
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Printing and binding
Submit
Resources required
In addition to this, it can be said that there are number of resources which are required for
effective accomplishment of goals and objectives. By having improved focus on financial
resources the data collection process can be accomplished in desired manner. Different types of
resources such as technology and human resources to gain the best possible outcomes (Bernard,
2011). The information has collected from both secondary and primary sources of information.
By having an improved focus on effective use of human resource the data analysis process can
also be improved. It allows to make sure that effectiveness of overall outcome is well
standardised so that goals and objectives can be accomplished in desired manner.
1. How often do you travel outstation?
 Once in a year
 Once in 6 months
 Every month
 Every week
2. For which purpose you travel to outstation and other cities in UK
 Family Vacation
 Adventures
 Business
 Etc.
3. Which mode of transportation is most preferred by the you in travel packages
 Car
 Bus
 Train
 Airplane
 Ship
4. Which kind of destination is most preferred by you
 Hill Stations
 Beaches
 Deserts
 Historically significant place
5. With whom, do you travel most often
 Family
 Friends
 Colleagues
 Alone
6. How much days trip is your preferences
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