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Unit 13 - D2
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Summary of 2 pages for the course Unit 13 - Tour Operations at PEARSON (Unit 13 - D2)
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Bianca AndreiUnit 13
D2
Throughout this assignment I will recommend how Thomas Cook could expand its range of products and
services for their current target market or how to adapt their products and services to appeal new
market.
As I previously mentonedd Thomas Cook is a mass-market tour operator and they currently target
families with childrend adultsd LGBTs couples and honeymooner.
Analysing their products and servicesd I comprehend that they meet the needs of their current markets
and throughout the package holidays they oferd the tour operator provides the best services for their
customersd as they are a diverse target market.
Howeverd as the industry is growing from day to dayd new trends and targets come into the market;
therefore it is essental for Thomas Cook to adapt to these.
One of the trends occurring is LGBTs couplesd which Thomas Cook already has adapted to it but I
personally consider that there are some recommendatons to make. LGBT trend is part of the socio-
economic status and is a new target market in the industry. People nowadays are less afraid to express
their sexual orientaton as the society eased the judgments on themd and they require equalityd
especially when they go on holidays. As any normal coupled gays and lesbian couples desire to
experience an unforgetable holiday and to be treated just like the others.
In order to fully meet the needs of LGBTs peopled Thomas Cook could perhaps introduce more products
and services specialised in this trend. I consider that it is not enough to only provide customers with
LGBTs friendly destnatons and in my opiniond Thomas Cook should create specialised package holidays
for the LGBTsd which include resorts only for gay and lesbian couples. This is because some cultures have
not developed the new trend and they stll might discriminate people on their sexual orientaton. Having
a LGBTs only resort will make the customers feel appreciatedd and they could enjoy their holiday and
they can feel welcomed on the destnatons and resort. Moreoverd Thomas Cook could also provide
holiday extras for themd and this is not only referred to travel insurance and car hire. A holiday extras for
LGBTs couple could be discounted tckets for 2 on excursionsd romantc dinner gatewaysd or even
vouchers on spa and wellbeing facilites.
Furthermored a trend that Thomas Cook should pay more atenton to is female’s solo travellers. This
new target market is also part of the socio-economic status and it is about females who desire to be
independent and travel as much as possible. Statstcs show that 80% of the travel decisions are made by
women and the majority are single. This trend is fast-growing and women are more and more interested
in travelling and experience new challenges. They do not like the stereotyped holidaysd where women
are considerate to lay down on a beach or to spend their tme in a 5 star hoteld instead they prefer to
experience the adventure and to explore all types of destnatons.
Thomas Cook does not partcularly provide package holidays for solo travellers; however they have a
diverse range of destnatons where customers could decide to go solo. This trend should not be ignored
and Thomas Cook should defnitely provide package holidays for females solo travellers or tailor-made
holidays based on their needs. In the package holidaysd I would recommend Thomas Cook to focus on
the resorts they pick for their customersd as females solos might not like to spend their holiday with
couples and honeymooners; hence it should be a resort where most of the occupants are solo travellersd
so perhaps they can interact with each other and discuss their experiences. This is because females solo
travellers like to travel by themselves but they fnd interestng socialising with others touristsd from
diferent backgrounds and cultures. Alsod I consider that the prices should be reduced for solo travellers
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