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Tour operator
(packages together travel
elements from several
principals)
Travel agents
Customers
(Business and leisure travellers)
Accommodation at
destination
Problems of seasonality
Marketing
Negotiation
Administration
1. Research/Planning
2. Negotiation
Tenders put out for brochures
3. Administration
4. Marketing
Brochure on mkt, distribution to agents
Initial agency sales promotion
First public media ad, trade publicity
through press
Peak ad and promotion to trade and
public
Recruitment and training of resort reps
45
Hotel accommodation
37
10
Discounting strategies
Discounting on published tour prices become
a widely accepted practice in the industry.
Originally applied to late bookings in order to
clear seats.
TA decides to pass on to the clients a
proportion of their commission
Heavy discounts by market leaders through
their own retail chains
Cash flow
In normal booking clients pay
operators 1 year earlier.
Operators need to pay
hoteliers their advances and
need to make deposit to
charter flights.
Late bookings and payment by
credit card will be a fall in
interest earnings by the
operators
Yield management
Price of companys package right so that
sufficient demand is generated to fill available
seats while at the same time prices are not so
cheap as to threaten profitability
Tour brochures
Relationship with TA
Draws up a
formal
agreement