P3- Outline how tour operators plan, sell, administer and operate a package holiday programme, identify commercial considerations
-Outline how tour operators plan, sell, administer and operate a package holiday programme, identifying commercial considerations
P4: Plan and cost a package holiday fo...
3.1: P3- Outline how tour operators plan, sell, administer and operate a package holiday
programme, identiy commercial consideratons (P3)
Before selling a holiday, the tour operators need to ensure that they plan it ahead throughout 3 key
elements; research, forecastng and product development, contractng and costng the package.
Planning:
RESEARCH AND FORECASTING: Tour operators when planning a holiday will undertake a research
of the destnaton, the research must be carried out carefully in detail as it then helps them with the
product development stage. Tour operator monitor their compettors and their sales by e.g. going on
their websites and viewing their cheapest prices compared to other tour operators they also send
their staff to certain destnatons to research about the target market suitable for a specifc
destnaton and fnally tour operators also offer surveys to their existng customers so that they then
know what they should offer, what destnatons are on trend and which ones are declining.
Tour operators can us internal sales data which is available from commercial sources which will
inform them about benchmarks against which to measure its own performance. They may also
analyse compettor programs as it then will allow them to identfy their new themes, destnatons
and potental product opportunites to offer in future. Tour operators also use company research
and government data search, they use company market research reports from other companies such
as e.g. Nielson to give feedback from potental customers which then helps them to identfy future
trends.
They use government data as it tells tour operators about the previous number of visitors and
whenever the destnaton or popular or not. Companies also conduct surveys and questonnaires as I
previously mentoned which tell the company about customer satsfacton, companies will ask their
existng customers to carry out a survey or a satsfacton questonnaire where they need to answer
questons about thing such as. Locaton atracton or accommodaton on their holiday. These surveys
and questonnaires then help companies to improve theses for example maybe half of the customer
will say that the accommodaton is poor which will mean that they need to change accommodaton
providers and offer different accommodaton to future customers to keep them. And fnally tour
operators will also carry out fnancials analyses which are very important for the forecastng revenue
streams and proftability.
PRODUCT DEVELOPMENT: Tour operators use data and interpret trends to update them of the
progress of a destnaton. Tour operators will use sale fgures to help them determine whenever a
certain destnaton is prospectng well and is worth offering, if it isn’t then they will need to consider
getting of it from the offering list and fnd a new one to replace it. Tour operators can use research
fndings from associaton such as ABTA AAssociaton of Britsh travel agents to search their trends of
tourism; what destnaton were popular in specifc season; what type of holidays customers were
booking the most. They can atend conferences such as the World Travel market in London to see
the upcoming trends. Use social media and online advertsement to see where customer prefer to
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