Airline, Travel Agency and Tour Operations


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Travel agency. This present assignment is based on EasyJet, which belongs to the airline sector. This company is a low-cost European airline

1. Evaluate the factors that could influence passenger's travel decisions.

The airline industry is the fastest growing sector which is contributing a huge amount of share in the growth of the United Kingdom. EasyJet offers its services at a very low cost as it helps people to avail of airline services at affordable prices. It can be said that it is the responsibility of the travel consultant of EasyJet to analyse those factors which influence the decision-making process of travellers. There are numerous factors which affect the decision of passengers and some of these factors are described below:

Factors influence passenger's travel decisions.

Price: Prices refer to the number of particular services or products paid by the one who is buying them. In relation to EasyJet, the amount of the flight which is paid by travellers is considered as price in the airline industry. It is considered as the most essential factor which influences the decision-making of travellers. It can be said that if a company maintains its low-cost prices of flights then it will persuade passengers to remain loyal to the same company for the long term. Along with this, it will also become a priority for travellers in their future decision-making while planning for the trip.

Services: Services refer to intangible experiences which are offered by the seller or organisation to the buyers in exchange for money. It is important for every organisation to offer high-quality services to its customers in order to retain them for the long term. In context to EasyJet, it is another factor which influences the decision-making of passengers. Services include quality of food, comfort zone, assistance of air hostess etc. Travellers not only give preference to price but they also examine the services which are experienced by them while travelling.

Brand: Another factor which influences the decision-making of travellers is the brand name of the airline company. It can be said there are many travellers who give priority to the name of the company whose services they are going to adopt. This factor is somewhat related to the psychology of the users. These travellers only focus on the name of the organisation even if they have to pay an extra amount to avail of the same service in comparison to another competitor who offers even better services at a lower price.

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 As per the above-mentioned factors which influence passengers travel decisions. It can be said organisations like EasyJet can adopt these factors in order to retain present customers and also attract future candidates. In relation to the airline sector, it is important for the tour operators to evaluate each and every factor so that the organisation can take some preventive measures which are helpful in attracting customers. These are described below:

Price: The travel consultant of EasyJet should adopt an effective pricing strategy in order to maintain the low prices of its flights. A low pricing strategy helps in retaining current customers and attracting new customers as well. It can be said that the travel consultant of EasyJet can avail some reward points for its passengers which can be redeemed by them while booking future flights. This will also attract new customers as will feel influenced by benefits in monetary terms.

Services(convenience, prior experience): It is important for travel consultants to provide best-class services to travellers as it helps attract customers to use them again and again. In the context of EasyJet, travel consultants of the company should focus on offering the best quality services towards travellers and passengers. The company can improve its services by taking feedback from the customers as they it tell the actual quality of services to the management team which are experienced by them during travel. Along with this, it will also guide in improving these services as per the requirements of the customers. This can be said that the effective services of the company increase the satisfaction level of customers and they will surely do positive mouth publicity of services. As a result, new customers will feel attracted towards the new and convenient service of the EasyJet airline.

Brand name: It is essential for the organisation to adopt an effective marketing strategy in order to develop the brand image of the company among customers. As it will contribute to popularising the effectiveness of services which are offered to the customers during their travel. As a result, an effective marketing strategy will not only improve the brand name of the company but improve the image of the brand among customers. This will also attract customers as they are familiar with the brand name of the company.

Purpose of trip: This is also an essential factor which influences the decision-making of travellers. Travel consultants of EasyJet can develop this factor as they can develop some new purposes of the trip as it develops the interest of passengers in travelling. For example: EasyJet can deal with tour operators who can plan some special packages for visitors. This helps the company in increasing the number of new passengers for the company as it will directly increase the profitability ratio of the company.

2. Porter's generic strategies

3. Tour plans

Different types of tour operators:

Outbound tour operators: Outbound tour operators are the one who usually takes visitors from their own native country for the purpose of making them visit another one. In context to the travel industry, this kind of tour operator is quite popularise among visitors as its easier for visitors to travel and roam with their known people.

Specialist tour operators: 

Inbound tour operators:  This type of tour operator is the one who provides tour services within the country only to the native citizens. It can be said that inbound tour operators usually focus on providing local services like pickup and drop services to the visitors.

Domestic operators: 

Industry Structure:

Relevant legislations and role of trade bodies:

Related: Different Ethical Dilemmas Faced in the Tourism Sector


As per the above-mentioned report, it has been concluded that the airline sector is a large part of the service industry which contributes to the economic development of the country.

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