Tour Operators


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  • Level: High school
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Introduction to the Travel and Tourism Sector

In the travel and tourism sector, the role of tour management is crucial. Tour operators have a liability to arrange package tours and provide new products to the visitors. They attract customers to popular destinations by offering them a number of innovative tourism products. To provide good service to customers, tour operators are looking for destinations where it can provide holiday experiences to customers. Tourists have become more responsible for offering better holiday experiences therefore they emerging trends of tourism. Using emerging trends in hospitality organisation can attract more customers. The report aims to explain different categories of tour packages and their effectiveness for organizations. Various stages of creating holiday packages have been explained. It also focuses on using effective promotional and distribution strategies. Both modern and traditional methods have been explained in the report. Finally, it explains various strategic and tactical decisions that can help tour operators.

Task 1

Recent Trends and Developments In the Tour Operation Sector

The roles of tour operators are changing radically from earlier years. Thomas Cook was the first corporation that enter the travel and tourism sector. The company started its business by providing package trips by rail in the year 1840. In recent years, companies have been trying to provide services by combining various elements of tourism together. Thus, it helps people get package holidays for a better experience. This kind of package comprises some elements that are offered for sale, such as transportation, food, accommodation, and other tourist services. The consumer can get better services by utilizing these types of attractive and suitable plans and it will make their journey happy. Generally, these tour packages are divided into two parts, one using classical charter flights and another using scheduled flights. On the other side, the types of tour packages can be further divided on the basis of mode of travel and mode of accommodation. Mode of travel can be explained as the medium of traveling from one location to another and it comprises limited facilities such as flying, driving railway, etc. On the other hand, the mode of accommodation is a better package than others and it comprises food and sightseeing also. People can use these plans according to budget and requirements because the accommodation package needs a high amount of money.

In addition to this, tour packages can be classified into two parts such as international and domestic packages. Packages also depend on the length of holidays, distance, and locations decided by the clients. National or domestic tourism can be defined as the plan of journey within the national boundary. On the other side, international packages include journeys out of the nation. Packages are depended on the consumer's perception and requirements. There are a range of firms that provide services needed by the clients. In this kind of condition, tour operators play the very crucial role of developers in the tourism industry, which is accountable for framing holiday packages. They purchase the entire needed element for the client and put them together as a package. This can comprise two two-week stays at a Mediterranean resort with full board and transfer, consisting of flight, accommodation, meals, and airport transfers. Normally, they arrange travel to these sites in combination and provide holidays at low prices with high services. The company is trying to provide the best packages at affordable prices.

The tourism sector of the UK is the fastest-growing industry in the world in providing package tours to leisure tourists. Mass tourism is the major strength of this sector because people come here to see old universities, heritages, etc. This area has given a platform of development to the cultural tourism and development of rural areas. Furthermore, comprises holiday packages including all destinations like beaches, heritage, and wildlife centuries, due to which the tourism government is focusing on infrastructural facilities so that more and more tourists can be attracted to tourist destinations. However, technical development in the tourism industry has become vital for the development of tour sector business. The tour operators now have their websites from where they attract tourists while giving them combinations and holidays at low prices with high services. There can be seen more trends in nice products, hence, tour operators are focusing on such markets to gain huge income and profits. Proper segmentation and targeting of the market play a crucial role in the development of the tour business, nonetheless, companies have to keep an eye on recent technical and other developments in the destination areas.

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Task 2

The tour plan, of the association, can be explained below.


Consumers can visit Cuba from January to May months because, during this time period, the place is warm and un-crowded.


The ideal time to visit this place is March to April because it is summertime to boost outdoor funds.


Visitors can visit Brazil during time period of December to March in order to see all the places because, in this time frame, both foreign and domestic travelers visit. Reason to travel with Cox & Kings

It is the most classical company in this sector and it performing this business for the last 255 years. Thus, the association is the most popular and experienced specialist in this field. They can provide best and most suitable package to travelers. The organization is always ready to help the consumers at each stage of their tour. Package attractions are as follows...

DAY 1 Arrive in Havana – Here, Your Local Host will be available with suggested activities during your free time.
DAY 2 Playas de Este – This is a peaceful beach. Just 18 km far from the small resort of Bacuranao.
DAY 3 Old Havana – This is a historical place in Cuba and contains the original core of Havana city.
DAY 4 Chile – You will visit San Cristobal Hill.
DAY 5 Torres del Paine National Park – This is a national park surrounded by mountains, glaciers, lakes, and rivers.
DAY 6 Los Pinguinos Natural Monument – This Island has the largest penguin colonies in south Chile.
DAY 7 Brazil – Fly to Brazil, Rio de Janeiro and the local host will welcome you.
DAY 8 Rio de Janeiro - Here, your Local Host will suggest an optional Jeep tour to the rainforest in the middle of the city, Tijuca National Park, and its bird sanctuary.
DAY 9 Christ the Redeemer – On the last day of the tour, you will visit Christ the Redeemer. The Jesus Christ statue was constructed between 1922 and 1931.

Task 3

Non-Traditional Modes of Communication and Promotion

Free online classified is the best and most suitable non-traditional method of communication and promotions. It includes social media sites, online advertisements, etc which improve the connectivity of Cox and King.
Guest blogging is also a good option that exposes bloggers and companies to more people than the normal way. Good relationships with people can be managed easily with this. Meet-up groups help individual person in maintain a relationship of similar interests and execute meetings.

  • Benefits of non-traditional (Modern) methods in branding
  • Reliability and efficiency are the major benefits of this method.
  • It helps in maintaining relations in the best way for a long time period.
  • Consumer loyalty can be developed easily by using it.
  • Convenience can be enhanced and both parties can contact each other in an easier way.
  • The cost of advertising can be reduced by using this method of communication.

Online Network

Social interaction between clients and companies can be made easily with the help of an online network. Companies can use social media sites such as Twitter and Facebook and they can also use websites to create a network of clients. By using it they can share pictures, experiences, videos, and information related to the location of the tour.

Guest Blogging

It is also a very good and suitable option for the business and by using this they can improve the interaction between consumers. Clients can also ask anything regarding packages at any time. It is cheapest way of communication that can be used by the organization.

Ways of Tour Promotion

  • By investing in Google AdWords, the company can promote its website and tour packages by using proper keywords. It will improve visitors to the association and the demand for the company will also improve.
  • Facebook ad is also another way of promoting the business of Cox and Kings. It is the most famous social site where companies can find out many clients and hence, they can easily promote their packages. Associations can submit articles on the website about their business package or on other topics related to the tourism and travel sector. The brand image of the business can be improved easily with this kind of action.

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Task 4

Non-Traditional Methods of Distribution to Sell Holiday Package

There are a range of nontraditional methods of distribution to sell holiday packages and Cox and Kings can adopt these techniques easily. Followings are the key of them...

  • Online classified is an effective way of distributing holiday packages. Through this, they can attract more new people by promoting holiday packages.
  • Guest blogger is also another effective way of sharing information and content regarding the company. With the help, it association can publish some interesting facts and figures regarding the company and its packages.
  • Print media is also the best way of promotion and advertising because it covers almost every person in the world. Companies can attract more people by using this way of communication.
  • Forum marketing is also the best way of connecting with potential resellers. There are thousands of forums regarding this and companies can utilize this for the distribution of packages and improving sales. This is the best and most important source of media including newspapers, journals, articles, etc and the company can easily cover a large number of people with the help of this option.

Task 5

Emerging Trends and Responses of Different Tour Operators

In task 1, a number of trends have been analyzed such as social media, active adventures, shopping tourism, and tour packages. The present task aims to identify the initiative taken by competitors of Cox & Kings towards such emerging trends.

Social Media

There are two major competitors of Cox & Kings such as Ace Tours Worldwide Ltd. and International Travel House Ltd. Both rivals have adopted various social media trends that have helped them in increasing sales and profitability. Using these techniques the companies are making real-time connections to their clients and customers. In addition to that business entities are using 3G mobile apps and online marketing tools so that customers can be attracted towards business. These initiatives enable them to identify the needs and wants of people and access their traveling requirements so that a quality and better product can be offered. The information on competitor’s products can be accessed by visiting their pages.

Active Adventures

Adventures tourism is also an emerging trend in the industry it has been seen that luxury travelers are finding new ways to stay active on tours therefore they are focusing on active adventures. In past years, the growth of adventure travel has been seen. This kind of tourism focuses on Western culture and sporty & physical activity. More and more young customers can be attracted towards such travelers Ace Tours Worldwide Ltd. and International Travel House Ltd have offered tour packages with adventure activities. In addition to that many companies are looking for effective packages with sports activities. In such packages they are offering activities like, tracking on tour, beach volleyball, etc.

Shopping tourism

Most of the tourist aims to spend more on shopping as they visit many places and markets. In a recent study, it has been shown that one-third of tourist expenditure goes to purchasing new and unique things. Shopping destinations have become a center of attraction for tourists as they prefer to go to places where they can have a proper market to shop. Both the major competitors of Cox & Kings have included various places in their destination packages in order to attract customers. These destinations include Brazil, Russia, India, and China where plenty of unique and traditional things to shop for. Further, the competitors are taking clients to bordering shopping malls and places.

Tour Packages

In today’s competitive world customers are looking for attractive tour packages. They are more focused on saving costs and reducing time. The organizations are focusing on organizing or combining different tourism elements and are offering total tourism products. They are developing tour packages to provide a better experience to customers. Various elements such as transportation, food, accommodation, and refreshment activities are included in the products. There are various packages and new opportunities are there for the companies for expanding business through offering tour packages. In addition, these packages are making the lives of customers easy as they reduce time and cost.

Task 6

Difference Between Tactical and Strategic Decisions

There are a number of differences between tactical and strategic decisions on the basis of time duration and organizational effectiveness. The actions that are taken by management in the short term for conducting effectual operations are known as tactical decisions. The time duration of these decisions is very short as they are taken to get the job done or to achieve particular objectives. The major aim of taking this kind of decision it to use the resources effectively while accomplishing the task so that organizational goals can be supported. In order to achieve the goals it is important to use resources in an effective manner. These decisions can be modified and changed as per conditions therefore they are considered more flexible. There are a number of methods that are used to make tactical decisions such as experience, pre-plans, and teamwork. These are also cost-efficient and consume less time to make a decision over the problem.

Strategic decisions are more complicated than tactical decisions. To make such decisions managers require information on SWOT, cost-benefit, and outside advice analysis. These are taken in order to make the goals of the company and these decisions relate to the vision and mission of the organization. These are important for all management levels but are taken by top-level management. The aim of such a decision is to organize all the resources that are required to achieve organizational goals. Individuals work together to achieve the goals that are set with the help of strategic decisions. The organization requires a long time to talk about these decisions and such decisions made long time impact of organizational performance. These are not dynamic and cannot be changed. There are a number of decisions that are to be used to make such decisions as experience, research, analysis, thinking, and communication. It aims to design clear organisation goals and mapping strategies as per organizational objectives. That relates to the key performance of the company and helps in managing market conditions. These conditions include competitors, customers, and economic changes.

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Tactical Decisions Taken by Cox & Kings

In order to strengthen the middle level management various tactical decisions are to be made by Cox & Kings. In order to use effective decision the organization has used various traditional methods. In the present scenario, the company is using traditional methods as they are conducting meetings to make decisions. Online tactics can be used to promote the services of tour

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