Product Alignment – Tour Operator / Buying Public

European Tour Operators are all different
- Mass market
- Niche Market
- Demographic differences – age / style
- Direct Sell – online operators
- Brochured programs sold through travel agents
Where do your products fit and how do you know what to offer.
ANALYSIS OF THE DIFFERENT TOUR OPERATOR STYLES
Identify The Differences
Discover the differences between these UK examples:
Kuoni – www.kuoni.co.uk
Saga – www.saga.co.uk
Wendy Wu Tours – www.wendywutours.co.uk
Last Minute.com – www.lastminute.com
Virgin Holidays – www.virginholidays.co.uk
TUI / First Choice – www.hayesandjarvis.co.uk or www.thomsonworldwide.com
What were the differences:
- Hotel
- Duration
- Frequency of tour options
- Single or two centre
- Information presentation
- What's included
Buying Cycles / Program planning
Mass market – up to 18 months prior
Specialist – 12 -18 months lead in
Internet – 12 months down to 4 weeks
Niche Operators – 10-12 months
Other Trade Distribution
Travel Agents who dynamically package
Wholesale operators – GTA
Collaborative agreements with other operations in your region
Access to Tour Operators – How Do You Get To Them !
CBI ECP Program
Overseas Trade Fairs – ITB, WTM
Regional Trade Fairs – e.g.ITB Asia
Liaison with the office of the Tourist Board in overseas countries
Study of targeted tour operators and direct approach
Direct Sale – Dealing Direct With The Public
+ SOME POSITIVES:
Route gives smaller operators equal opportunities to the market
In direct control of the product you are selling
Direct control of profit margins / income
Build direct relationships which will have social networking benefits
Direct Sale – Dealing Direct With The Public
+ SOME NEGATIVES:
Concerns about dealing direct and money protection
Cost of marketing
Internet
Printed brochures
Need to work with others to provide links, thus providing cohesive programs