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Unit 13 - M2
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Summary of 2 pages for the course Unit 13 - Tour Operations at PEARSON (Unit 13 -M2)
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Bianca AndreiUnit 13
M2
Throughout this assignment I will analyse how a selected tour operator`s portolio of products and
services meets the needs of its target markets.
For this part I selected Thomas Cook, which is part of the mass-market category of tour operators.
Thomas Cook provides a wide-range of products and services and they make sure they target their
markets and meet their customer`s needs.
In the frst place, Thomas Cook`s target markets are families with children, adults only, LGBT couples,
newlyweds and honeymooners.
As a mass-market tour operator, Thomas Cook sells millions of holidays and they provide diferent
products and services. They include package holidays –all inclusive, beach holidays, city breaks, family
resorts and even luxury, a variety of destnatons all over Europe and also long-haul, and holiday extras,
such as car hire, airport parking, and travel insurance.
Firstly, Thomas Cook has many families with children as their customers, therefore they make sure they
meet their needs and provide as many products for them as possible.
The family holidays ofer the customers the opportunity to choose from a wide range of
accommodaton, all of which ofer a fantastc variety of facilites and actvites that are perfect for
keeping the kids happy. Their resorts have everything the customers could want to keep the kids
occupied and plenty of actvites for the adults. Some of the examples are family-size rooms that give the
families all plenty of space, as well as kids’ pools, and children’s play areas. Moreover, they provide golf
actvites, beach sports such as volley and some of the resorts have an Aqua Park on site, such as
Sunwing Sandy Bay, in Aya Napa, Cyprus. Moreover, Thomas Cook also ofers holidays to Disneyland and
the local resorts for the entre family.
Secondly, Thomas Cook also focuses on couples and adults who would like a holiday dedicated just for
them. This is why the tour operator has created Couples Holidays & Adult Only Holidays. These holidays
are suitable for guests who wish to enjoy their well-earned break in a stylish, child-free environment. In
order to provide the dream holiday, Thomas Cook has products as luxury pampering facilites, secluded
beaches and à la carte dining optons, which meet the needs of their couple customers. The customers
could enjoy grown-up evening entertainment, relax in a peaceful pool, or simply take advantage of the
calm surroundings to rejuvenate mind, body and soul. The prices are diverse, depending on where the
customers decide to go, whereas is Italy from £305 pp, All-Inclusive, or Mexico from £1014 pp.
As LGBT has become more popular and people are more getng used to these couples, the tour
operators should also adapt their products and services to this, which is exactly what Thomas Cook did.
The tour operator decided to create package holidays in LGBT friendly destnatons, in order to meet
their customers` needs and to provide the desirable holiday for everyone.
Some of the destnatons are Greek Islands, Ibiza and other Spanish islands.
The Greek Island of Mykonos has had a long and colourful LGBTQ history, welcoming thousands of
visitors every year to gay clubs, bars and restaurants. This destnaton is specially selected for LGBT
couples in order to meet their needs.
Also, Ibiza is well-known as being a party hotspot in the Med, but it’s also considered one of the top
European gay hotspots. Ibiza Town is the place to go during the summer months, home to some
fantastc events, which atract thousands of gay clubbers looking to party the night away. This
destnaton is a great opportunity for Thomas Cook to meet their customers` needs.
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