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Managing tour operations
A package holiday, package tour, or inclusive tour is a tourism product that includes all or some of the following elements at a fixed price:
* travel to the destination;
* local transport (airport transfers, car hire, etc.);
* accommodation and meals;
* activities (day trips, sports, visits, etc.).
Originally, package holidays catered to the mass market via scheduled tours sold through travel agencies. The arrival of the Internet and modern computer technologies have allowed tour operators greater flexibility in putting together packages to suit individual clients (custom or tailor-made tours).
Another outcome of the IT revolution is co-creation. Here a customer approaches a tour operator with an idea for a specific package. If the idea is viable, the tour operator supports the customer in the planning, marketing, and sales processes.
Very few people have any idea of the complexity of tour operations, the process of putting together, marketing, and running a typical package holiday. Work usually begins two years before the holiday itself, with prices fixed a year or so in advance, making tour operation a high-risk business.
Good management is obviously critical to the success of tour operation. This takes different forms.
Marketing managers are responsible for the promotion of a package holiday using different media such as brochures, television, or the internet.
Tour managers accompany groups of holidaymakers on package tours. They solve unforeseen problems and provide clients with practical support during a tour or stay.
Resort managers work in the tourist destinations. They oversee the work of a team of holiday reps, the junior staff who work in daily contact with the tourists, organizing local activities and airport transfers. Resort managers are also responsible for negotiating with local hoteliers and other service providers and for seeing that the contracts are met.
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The restaurant business
The first true restaurant, the Grand Taverne de Londres, opened in Paris in 1782, by Boulanger, “the father of modern restaurant”. He called his famous soups “restoratives”, because they were believed to restore the guests’ strength and energy. By 1794, when heads were literally rolling in Paris, there were about five hundred restaurants in this city. Although it really cannot be said that the French Revolution was responsible for the invention of the restaurant, it was responsible for the propagation of the concept. The chefs of the best restaurants were scattered by the Revolution. Some stayed in France; some went to other part of Europe; many crossed the Atlantic to America, especially to New Orleans, the truly French corner of the New World. They almost all went into restaurant business, bringing their culinary traditions with them. Soon the plain, hearty fare of the British and the primitive cooking of the Americans were laced with piquant sauces. Other countries, too, felt the effects of French culinary artistry, and most absorbed some of the principles of French cooking into their own. Exceptions were the Italians, who had developed their own very strong culinary traditions and felt, with great deal of justification, that French cooking was itself derived from the Italian.
Restaurants play an important role in society. Dining out fulfils an important social need. People want not only nourishment, but also the social interaction that takes place in a restaurant setting. But the successful operation of a restaurant is dependent on a number of factors, and the most important of them are its positioning, i.e. a distinctive place in the market and its concept, i.e. the total impression it makes on its potential guests.
The market of the restaurant is composed of those guests who will patronize it. A good indication of the size of the market can be ascertained by taking a radius of from 1 to 5 miles around the restaurant in question. This area is usually called the catchment area. In order to determine the potential viability of a restaurant it is necessary to divide the number of restaurants in the catchment area by the total population. The average number of people per restaurant in the USA is about five hundred. Perhaps this kind of saturation is one of the reasons for the high failure rate in restaurant business.
Obviously, each area is different: one location may have several Italian restaurants but no Chinese restaurant. Therefore, a Chinese restaurant would be unique in the market, and, if properly positioned, may have a competitive advantage. If someone in the catchment area wanted to eat Italian food, he would have to choose among the various Italian restaurants, each year thousands of restaurants open and thousands more close, and even more change ownership for cents on the dollar. The restaurant business is relatively easy to enter, but it is very difficult to succeed.
Answer the following questions:
What is the etymology of the word “restaurant”?
In what sense was the French Revolution responsible for the spread of restaurants in the world?
What was characteristic of traditional British and American cooking?
What country was least influenced by French culinary traditions?
What trends does a restaurant fulfill?
What is meant by “positioning”?
How do the marketers find out the size of the catchment area of a restaurant?
How is the potential viability of a restaurant calculated?
What is the reason for the high failure rate of restaurants in the USA?
When has a restaurant a competitive advantage?
Read and retell the text.
Events management
A village festival, an agricultural show, a teachers’ conference, or the Olympic Games – big or small, local or international, all of these are events, a growing and important area of tourism. Events show two defining characteristics:
* they occur infrequently – the Olympic Games is once every four years, village festivals once a year – or even only once (called a ‘one-off’ event);
* they are a chance for people to enjoy their leisure time or for business people to meet.
Events management is the process of planning, organizing, coordinating, directing, and evaluating an event in order to see how it went, and determine to what extent its objectives have been met. Event objectives vary greatly. Public sector events often seek to raise awareness of a city or region that does not have a very high tourist profile. Such events do not generally attempt to make a profit. An exception to this is a product launch, where a company makes a first public presentation of a new product. This can be done at a trade fair, at the company’s headquarters, or in a specially rented space.
Effective planning is vital to the success of any event, and can include any or all of the following:
creating an organizing committee;
determining the event’s objectives;
deciding on a venue;
elaborating timescales (the sequence of activities and processes leading up to and occurring during the event itself);
setting deadlines;
elaborating budgets;
elaborating the success of the event.
Most events are static and take place in a city or in prepared space in the country. Some events, such as rock or pop concerts, will move from one place to another. This is often referred to as a roadshow.
In the business world, MICE (Meetings, Incentive tours, Conferences, Exhibitions) provide events organizers with a constant supply of work. In the tourism industry, familiarization trips (fam trips) are used to allow tour operators and travel agents to get to know different destinations that they might later promote or sell.
In events management, you need TEAMWORK:
T is for Training to practice and improve skills;
E is for Enthusiasm for the event and the team;
A is for Awareness of the tasks to be carried out and the needs of others;
M is for Motivation to meet the objectives and to help others in the team;
W is for Willingness to adapt to change and take decisions;
O is for Organizing yourself to undertake responsibilities;
R is for Recognition of the work of others in the team
K is for Knowing what is happening and keeping everyone informed.
II. READING and SPEAKING PRACTICE
Look at the five holiday advertisements, A – E. For which holiday are the following statements true? Write the correct letter A – E next to questions 1 – 8. NB You may use any letter more than once.
Holiday advertisements
A This summer we have a fabulous range of adventure holidays climbing up mountains or flying off them! With our unique all-inclusive formula and budget accommodation, we’re sure you will not find better value elsewhere. Our holidays are ideal for young people travelling by themselves as there is no single person supplement and the group lessons included are a great way to meet new people. A minimum age applies to all activities.
B Discover the hidden beauty of a Roman town and its 21st-century delights. Experience a sumptuous countryside welcome of the food, admire our world-class heritage and the stunning scenery that surrounds our town. Enjoy the elegance and excitement of our five-star hotel. We offer exclusive couples-only accommodation and you are sure to leave us feeling pampered and relaxed.
C We offer the widest choice of destinations, accommodation and activities throughout the alps. We can provide accommodation only or a fully packaged activity holiday including flights and accommodation. As a specialist company we craft tailor-made holidays to your exact needs and specifications. Mountain biking, trekking, skiing and snowboarding are just some of the many activities on offer. We can provide top-quality chalets, hotels or apartments and any combination of the above activities.
D This Icelandic wonderland never ceases to amaze – with its diverse scenery, wealth of activities and attractions including whale watching and the famous Blue Lagoon, this destination is, not surprisingly, addictive! One of the world’s last genuine wilderness areas, this breathtaking, ice-covered landscape is more accessible in the summer than you might think. Forget about hiring a car – why not try rafting along a slow-moving river?
E This is a captivating holiday destination. There are beautiful beaches, coastal villages, unspoilt coves and bays, clear turquoise waters, breathtaking scenery, mountains that appear to rise out of the sea, cities that sparkle with life, the brilliant sunshine – all contributing to a holiday paradise. There is plenty to see and do and families are particularly well-catered for.
Offers both coast and mountains. ………
You can observe sea creatures. ………
Offers self-catering facilities. ………
Good for people travelling alone. ………
Offers winter sports. ………
Suitable for people with young children. ………
Suitable for people with not much money to spend. ………
Offers luxurious accommodation. ………
2. Read the article about Iceland and give a brief description of the destination. Before reading the article guess the meaning of unknown words:
a) Look at the following words from the article and choose the correct meaning, a, b or c.
1 struck |
a) hit |
b) impressed |
c) attacked |
2 scheduled |
a) arranged |
b) postponed |
c) designed |
3 gales |
a) strong winds |
b) heavy rain |
c) high temperatures |
4 spouts |
a) drips continually |
b) flows heavily |
c) comes out quickly and with a voice |
5 harness |
a) acquire |
b) exchange |
c) control and use |
6 indulge in |
a) think about |
b) afford |
c) allow yourself to experience something enjoyable |
7 coastal |
a) near the sea |
b) in the mountains |
c) in the suburbs |
8 polices |
a) ideas or plans |
b) rules and laws |
c) customs or traditions |
b) Match the phrasal words from the article with their meaning.
1 |
stand out |
a |
to form |
2 |
made up |
b |
to compensate for |
3 |
turned out |
c |
to be very noticeable |
4 |
made up for |
d |
to happen in a particular way |
NICELAND!
Are you in search of an amazing place to go on holiday? Have you ever considered Iceland? ‘Professional traveler,’ Jake Heath has just returned from a fascinating trip to the historic second largest island in Europe and tells our readers about this impressive place.
When I got to Iceland, I was immediately struck by the unique natural beauty and absence of pollution. These things make the Iceland stand out from other places, as it truly untouched by those evils that have spoilt much of the rest of the world. One of the reasons that Iceland is such an amazing place is that about half of the island is made up volcanoes and mountainous lava desert. Who would imagine that a place with the name like ‘Iceland’ would feature landscape like that? Of course, Iceland also have several glacier, or ‘frozen rivers’, and many fjords. Plus, it has more land covered by glaciers and anywhere else in Europe. So, when you think of it, the name Iceland does make sense after all!
When I was told that my trip to Iceland had been scheduled for the first week in January, what I expected was extreme cold. However, I was in for a surprise. The climate of Iceland is milder in winter that most people think. In Reykjavik, the average temperature in January is 5 grades C and although winds and gales are common in winter, thunderstorms are extremely rare. As it turned out, the weather was no obstacle to my expeditions to some fascinating places.
I have been travelling around the world for more than a quarter of a century, and I have been to several natural breathtaking natural wonders. Very few of them can be compared to the Great Geyser in Haukadalur in South Iceland. This glacier, or hot spouting springs, spouts of hot water to a height of 60 metres, which is a truly remarkable and incredible sight! Another extraordinary sight I visited was the famous volcano of Hekla, one of the 200 active volcanoes in the country. During the Middle Ages it was believed to the home of the damned. Its first recorded eruption was in AD 1104 and since then there have been a series of eruptions, some of which were gentle while others caused significant damage to the nearby countryside.
In addition to the volcanic activity, Iceland is richer in hot springs and high temperatures geothermal activity than any other country in the world! The inhabitants of Iceland are very creative and technologically advanced, and they have managed to harness the energy of their natural resources. They have built a power station which collects and uses the natural geothermal heat produced under the ground to meet the energy needs of the island. The Icelanders have also used geothermal heat for open-air swimming pools and spas, where people can enjoy a dip in the relaxing thermal water. Plus, these thermal spas are famous for their numerous health benefits. So, who wouldn’t want to indulge in a stay at one of them? Naturally, I had made a reservation at one of the most popular spars, and it was an experience I will never forget!
What I found most difficult to get to was lack of daylight. You see in Iceland for two or three months of the year, there a continuous daylight, but from November to January there is an intensely dark period with only 2 to 3 hours of daylight per day. However, the breathtaking experience of seeing the Aurora Borealis, or Northern Lights, made up for this state of almost total darkness. This is a spectacular sight which you can admire especially well in Iceland on cold, clear nights from September to March. The sky light up with many different colours caused by the interaction of particles from the sun with the earth’s magnetic field.
About four fifth of the population of Iceland live near the capital, Reykjavik, and the surrounding coastal areas. The Icelanders are not characterized only by high standards of living and a high level of technology and education. Their culture is very rich with strong traditions in music, literature and art. Reykjavik has an annual cultural event every third week in August which attracts about 100,000 people from all over the world. This event offers numerous exciting types of entertainment, such as art exhibitions, music concerts, fairs, fireworks displays and traditional Icelandic folk dances. Of course, throughout the year visitors can participate in a variety of fun activities. I myself particularly enjoyed riding on a famous Icelandic pony, river rafting, whale watching and hiking on glaciers.
Iceland is a land of contrasts and quite a unique place in terms of geographical features. The wild Icelandic landscape invites the adventurous traveller, and the Icelandic people set an example with their environmentally-friendly policies.
Post-reading. Discuss.
Would you like to visit Iceland? Why? Why not?
How is the place you come from different from Iceland?
3. Read the two texts carefully. For questions 1 - 4 choose the best answer a, b, c, or d. Keep the question firmly in mind when choosing the answer, as some answers may be factually correct but not answer the question.
The Taj Mahal has a great deal to live up to. So much, indeed, that there can be few thoughtful visitors today who, knowing something of its reputation, do not fear the betrayal of expectations. How can anything justify the rhapsodies, the descriptions, the history, the legends, the very photographs? I confirm that it was in such a spirit, almost with fingers crossed behind my back, that I paid my two rupees, passed through the outer arch, and approached the inner, which serves, when you have advanced to the right point, as a frame for the picture before you. They told me that the Taj Mahal is beautiful, and they were right. They also told me that it is white, though here they were wrong, for white is almost the only colour it is not, except for a few minutes immediately after the sun goes down; at that point all the delicate blues and greys and yellows and pinks are drawn from it and leave it like a ghost, until it takes on its evening life and becomes as rich as the moon.
I’m perfectly happy to be impressed by New York, but like any other first-time visitor who doesn’t have a Venusian passport I can’t help but arrive with a record of previous convictions gained from a million TV cop shows. Batman comics,, magazines, novels, films, plays and songs. As soon as I arrive, I set out to find the Empire State Building. Suddenly, there it is in front of me, disappearing miles up into the sky. It is some sight, I buy a ticket and head for the 86th floor in a lift that goes so fast the passengers have no time to get embarrassed with each others’ company. From the top I can see the Chryster building, the General Electric building and thousands of other buildings I don’t know the names of yet, and far below the streets jammed with little winkling toy yellow cabs pointlessly swinging out from one slow lane to the next. Over there is Hudson, the East river, Central Park in the north, the Statue of Liberty, copper green against the bay, welcoming huddled masses on tiny tour boats. I remember someone in my guidebook saying that New York seems like chaos, but to me from the air, it’s a work of art.
1) What does the writer say about the Taj Mahal?
a) He believed it would surpass his expectations. b) He had been misinformed about it.
c) It is at its best just after sunset. d) Its charms had been exaggerated.
2) In describing the Taj Mahal, the writer’s tone is ………
a) lyrical b) critical c) ironic d) sentimental
3) What point is the writer making at the beginning of the paragraph on New York?
a) It’s good to visit somewhere new. b) New York is not as dangerous as people think.
c) It’s difficult not to have preconceived ideas about New York.
d) Tourists should find out as much as possible in advance.
4) What aspect of traffic in New York strikes the writer most forcibly?
a) The poor public transport system. b) The width of the streets.
c) The low driving standards. d) The number of taxis.
III. VOCABULARY and GRAMMAR PRACTICE
Fill in the correct form of the words in brackets.
Running a business involves many 1) ……… (difficult). It’s 2) …….. (benefit) to have some 3) …….. (know) of management, but you could employ a 4) ……… (manage) instead. Of course, you can make a 5) ……… (commit) to the business and that will mean working for very long hours at the beginning. You may need to get some 6) ……… (finance) support to start your business, and you must be able to make the 7) ……… (repay) regularly. It is 8) ………... (essence) to have loyal 9) ……… (employ) to work for you. Eventually, your business could be a great 10) …….. (succeed).
Complete these descriptions of TV documentaries using a word from the box.
arduous beaten intrepid sense sights trekking unexplored |
John Howes presents holiday tips for those heading off the ……… track, while Anneke Zousa does the ……… of New York in record time.
In this fascinating film, Grieshaus gives us a picture of the largely ……… wilderness of the Kara Kum Desert.
Like a(n) ……… explorer of the nineteenth century, James Westly traveled with only two companions.
In 1957, Anna Tresholm went ……… through the mountains of North-Eastern Turkey and filmed every step of her way. This unique footage reveals the harshness of her ……… journey.
This film conveys a genuine ……… of adventure, as we travel with its makers through the dense jungles of Guyana.
Complete the text with the words in the box.
who what whose where which |
In the corporate market, apartment hotels are rapidly becoming popular with executives 1) ……… travel a great deal. Apartment hotels, 2) ……… share some of the features of traditional hotels such as a reception desks, can be hired for a single night or for several weeks. They are ideal for everyone 3) ……… job takes them away from home for a month or so at a time, because 4) ……… they provide is a space that is much more like home, with a bathroom, sitting room, bedroom and working area. Apartment hotels also come with a kitchen, 5) ……… executives can make meals, and they have laundry facilities as well, 6) ……… helps to keep costs down.
Dominique Villon, 7) ……… consultancy company DSD International advises clients on corporate travel, says they are a welcome development but are not ideal for everyone: ‘Apartment hotels are great in places like London, 8) ……… traditional hotels are extremely expensive, but 9) ……… they lack is room service, and that can be a problem for executives 10) ……… don’t have the time to cook for themselves.
Complete the text. Put the verbs in brackets into the infinitive or the –ing form.
After 1) ………… (leave) university in 1986, Luis Miguel knew that he wanted a career in travel. However, before 2) ……… (start) his own business, he got a job with a local travel firm, where he quickly learned how 3) ……… (operate) a small agency. A year later, he left 4) ……… (set up) his own company, Travelextra, which grew rapidly by 5) ……… (concentrate) on giving excellent value and top class customer service.
Complete this formal letter of complaint by choosing the correct option. Sometimes both options are possible.
Customer Complaints
In your Dreams Holidays
I am writing to complain about a holiday that I spent in your hotel in August of this year.
I have several reasons for complaining. 1) Firstly / First of all, the information I received about the hotel was incorrect. The adverts talked about a swimming pool and a golf course. In August of this year, 2) however / in addition, the swimming pool had not yet been built. 3) Equally / Likewise, the golf course was still unfinished.
4) Then/ After there was the room. 5) Although / Despite this had a sea view as advertised, the view was spoilt by building works in front of the hotel. 6) On the other hand / Furthermore, the noise of the building woke us up early every morning. 7) Lastly / Secondly, we were so disappointed by the holiday that we left early. 8) Despite / In spite of our complaints, the hotel manager was rude and refused to give us any money back.
I am therefore writing to request an immediate refund. If we do not receive this within seven days, we will send our story and photos to the newspapers.
Yours sincerely,
Mr Y Mee
Fill in the gaps with the words from the box. Each word should be used no more than once. You won’t need to use them all.
applicants catering chain customers CV expenses loss management profit property qualifications refurbishment staff suppliers |
Running your own restaurant
I’ve always enjoyed cookery, so when I was made redundant by the retailer that I worked for, I decided to change to the 1) ………… industry. I successfully worked towards several 2) ………… in Food Preparation, then gained experience by preparing food for parties and weddings.
Eventually, Daniel and I decided to set up our own small restaurant. We purchased a small 3) …………, which had previously been a bank, and carried out a complete 4) ………….
There were plenty to do before we opened. For instance, we had to decide on the number of 5) ………… we needed, and then advertise, interview the 6) ………… who are shortlisted, appoint the people we thought were best, and provide training. It also took a long time to choose 7) ………… who could provide the type of food we wanted, at a price we could afford.
So far the restaurant has been fairly successful. We’re very pleased with the numbers of 8) ………… we’re getting and we’ve even started to make a 9) …………. Our long-term plan now is to open a whole 10) ………… of restaurants.
Read the text below and think of the word which best fits each space. Use only one word in each space.
Hotels
A stay in a hotel is (0) not always a pleasant experience. There are many things 1) ………… can ruin an otherwise enjoyable visit. Many problems occur in the bedroom. Instructions for using the shower are not only complicated, 2) ………… are often written in an obscure language as 3) ………… .
Many travelers have 4) ………… scalded, frozen or soaked while still dressed. Over enthusiastic staff 5) ………… another source of irritation. Cleaners appear at inconvenient times, ignoring the ‘Do Not Disturb’ sign, in 6) ………… check the linen. Porters surround guests and grab the luggage, hoping 7) ………… a tip.
‘Free’ samples of soap and shampoo 8) ………… rise to mixed reactions. 9) ………… some visitors love these ‘gifts’ and eagerly take them home. 10) ………… consider such things as a waste 11) ………… money and resent paying high room prices to cover the costs of these useless items.
What 12) ………… a hotel guest happy? 13) ………… people agree that large, comfortable beds are an important factor. Business travelers value facilities such 14) ………… fax and direct-dial telephones. However, courteous, efficient service comes at the 15) ………… of everyone’s list.
Затверджено на засіданні кафедри ІМПС 30 серпня 2019 р. пр. № 1.