Apprentice Programme

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Summary……………………………………………………………… Introduction………………………………………………………….. Holiday Package……………………………………………………… Marketing Strategy…………………………………………………… Trends in Holiday Package …………………………………………… Market Activity ………………………………………………………. Conclusion ……………………………………………………………. Bibliography…………………………………………………………….

Summary

Introduction

Tourism is Britain’s 5th largest industry, 3rd largest export earner and worth c£115 billion a year. It employs 2.6 million people and supports over 200,000 SME’s. (Visit Britain, 2010). Tourism is an important industry in UK and makes a significant contribution to local, regional and national economies. The figures for the first three months of 2011 reveal that Brits took 11.000 more outbound trips than during the same period of 2010, suggesting some degree of stability and there were very modest increases in the number of trips to North America and Europe, while trips to other parts of the world fell by 3%. (Visit Britain, 2011).

Holiday Package

The difference between travels and tourism is not necessarily clear and some researches would argue that travel is a part of tourism; others would suggest travel is a key component or part of definition for tourism. (Robinson, 2009). Travel also involves some other components which are easier to define and in many situations travel encompasses tour operations and holiday packages. The tourism industry uses a number of terms to describe travel services. According to National Consumer Agency (2010), “A package holiday is defined as a pre-arranged holiday that is sold at an inclusive price, that is at least 24 hours (or includes an overnight stay) and has at least two of the following: travel, accommodation (hotel, apartment), a tourist service or activity (golf, hill-walking etc.) not directly linked to transport or accommodation, but which makes up significant part of package”. The travel agents are in important outlets for the products of air lines, tour operators and hotels. The travel agents appear to take a few risks; they do not buy and re-sell hotel accommodation, holiday packages or travel seats but reserve the package when a client has decided to buy according to Johnson (2003).

Trends in Holiday Package

In recent years, several major trends have affected the supply accommodation and structure of hotels companies including increasing concentration and consolidation the increased importance given to branding and impact of technology. (Pizam, 2010). The future trends for British travel appear healthy and the British have now firmly adopted of habit of taking annually holiday. Many older people in UK enjoyed good health and leisure time and savings have to be increased. (Holloway and Taylor, 2006). These factors have persuaded forecasters that while holidays will become more frequent, they will be shorter duration, and spread more evenly throughout the year. 2009 was arguably the worst year in the recorded history of the travel and tourism industry. But looking at trends in consumer and business confidence now, comparison with past recession suggest that world have been moved through the late phase of economic downturn and the indicators are improving and expectations are rising rapidly. (Conrady and Buck, 2011). UK travel and tourism industry is also set to witness the many predicted effect to climate change. The climate change is one of the largest long term issues facing the travel industry, leading potentially to the loss of many destinations whose appeal depends of nature environmental. (Jones and Phillips 2011). Sustainability and green travel are about choosing companies who take sustainability seriously – hotels that don’t damage the environment, operators who involve the local community and airlines that aim to minimise their...
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