The document discusses the process of creating and distributing travel brochures. It provides guidance on key decisions regarding brochure format, quantity, finances, quality, and content. Some of the main points covered include: - Brochures should be designed to inform and persuade customers while reinforcing an image of quality. Factors like purpose, audience, budget, and competitors impact design decisions. - Formats include leaflets, folders, booklets depending on the number of packages and tours being promoted. Quality paper, photos, and readability are important for a good impression. - The number of brochures produced depends on selling methods, trade shows, and prior years' data to ensure enough are made but not

1. Tour operation process
Marketing and sales

2. Planning and
development
Negotiation/
Contracting
Packaging Marketing and
sales
Yield
management
Evaluation
The process

3. • This phase covers all activities in order to offer
and sell the created scheduled and ad hoc
packages
•Promotion,
•Sales,
•Working with retailers
•Finances (sales related)

4. Business objectives
• To sell as many tours/products as possible with profit
(Product, Price)
• To sell the tours/products to the right people, who will
enjoy it and who’s needs will be satisfied with the
product (Product, Place, Personal service)
To fill spaces with travelers who can
AFFORD and will ENJOY
the trip

5. Promotion

6. Promotional goals
• INFORM - To inform people
• INTEREST - To gain interest – make people
interested
• INVOLVE - To involve people – convince them to
purchase

7. Selecting the right media
•Choose the medium
•that will best reach your market and accomplish
your objectives,
•you must know potential media as well as you can,
including good and bad points, and who they can
and cannot reach.

8. • Categories of the available media
based on the way the messages are presented
•Print media (Newspaper, brochures, newsletters)
−Length is vary
−Must be read
•Broadcast media (Radio, TV)
−Short
−Can be missed easily (if not seen or heard at first time)

9. •Virtual, online (websites, social sites)
−increasing importance
•Interpersonal or informal (word of mouth)
−rely on person-to-person contact and communication
•Signing images (billboards, entrance signs, directional
signs, road signs)
−useful for directing tourists to local or area
attractions, services, and facilities.

10. How to select the right media?
• Depends on
• the target market’s buying behavior ( how do they get, evaluate
information)
• wich method does fit the best to your message
• time line for promotion

11. What is appropriate for promoting
packages?
•Brochures
•Newspapers
•Magazines
•Newsletters
•TV
•Radio
•Online media

12. •Websites:
−With or without search engines for sales
•Personal sales calls
•Study tours (familiarization trips)
•Joint events, activities with suppliers

13. Travel fairs/Travel trade
shows/Expositions
• These events are held to bring together members
of tourism industry to display , demonstrate,
and discuss their latest products and services
(including destinations, destination services,
tours, IT tools etc)
• Major travel trade shows usually take place in
convention centers in larger cities and last
several days.

14. Promotional tools -Trade
showPromotional tools -Trade show –
cont’
• Benefits include:
• direct sales,
• new product launches,
• lead generation,
• penetration of new markets,
• building and maintaining client/customer relations,
• market research,
• database building and networking.
• Research suggests that more than 80% of visitors to trade
fairs are decision makers.

15. •Some TOs have a stand of their own, it is the most natural way
to participate, while others share stand space with others
(national airline, a tourism board, a hotel or other tour
operator who is not a direct competitor)
•Types of trade shows:
−For the public
−For the trade
−For both

16. • BUT:
- Travel fairs are NOT the best place to meet people… it’s where
people come find you.
- Try and schedule meetings with your targeted operators before
or after the fair –or making a separate trip.

17. Some large Travel Trade Shows
• WTM – World Travel Mart, London
• ITB – Internazionale Tourismusbörse , Berlin
• IFTM – Top Resa, Paris
• IMTM World - Madrid
• FITUR - Feria Internacional de Turismo , Madrid
• BIT – Borse Internazionale de Turismo Milan
• POW WOW – USA
• MITT –Moscow International Travel & Tourism Exhibition
• UTAZÁS – Budapest

18. Brochures
Strengths
• very mobile form of promotion
- people take them home and
give them to others
• have souvenir value and can be
referred to later
• can be developed to reach one
market or a series of markets
Weaknesses
• are a passive and non-personal
form of promotion
• people must make an effort to
get them and then read them
• tend to reach small audiences
and must be targeted at
specific markets to be effective

19. Newsletters
(to keep poeple up-to-date)
Strengths
• can be written informally.
• are good for reaching special
markets.
• can be inexpensive to produce.
Weaknesses
• are not effective at reaching new
audiences
• the cost of producing them for large
markets may become expensive
and/or prohibitive
• the use of high quality production
materials, such as high quality
paper and multi-color reproduction,
can make the cost of producing high

20. Magazines
Strengths
• are very good for reaching selected
markets.
• provide quality advertising
• are passed around to others more than
the newspapers
• have a sense of "permanence” - people
tend to keep them for a while and re-
read later
Weaknesses
• require that photographs and stories
be turned in far in advance of
publication
• difficult to make changes between the
time a story is accepted and published
• lack the sense of immediacy
• readers only read what interests them
and may not read the whole magazine

21. Newspapers
Strengths
• a sense of "immediacy"
• can handle long, detailed messages
• reach markets at national, regional,
and local levels.
• reach both selected and diverse
markets
• excellent medium to promote local
events or activities
• people can either keep them or clip
out the information that is important
to them
Weaknesses
• readers are selective. They read only
what they are interested in
• advertising in national newspapers is
expensive and can be prohibitive for
small businesses
• color reproduction varies in quality
from paper to paper

22. Television
Strengths
• uses both sight and sound for a
dynamic form of promotion
• can be used nationally, regionally,
or locally.
• reaches specific or diverse
markets.
• can be used to cover an event or
activity "live"
Weaknesses
• expensive
• messages are short and easy to
miss or ignore
• the number of desirable time slots
for promotional and commercial
messages in prime day or night
programs is limited and too
expensive for small businesses

23. Radio
Strengths
• good for targeting specific markets
• can reach large, diverse markets
• can help to increase the market coverage
of other media, especially print media
• can be used to cover events or activities
"live"
• it can be used locally or regionally
• people can listen to it while doing
something else
• excellent medium for reaching people on
the move
• advertisements can be repeated
frequently
Weaknesses
• the length of most advertisements is
usually short and easy to miss or ignore
• cannot be used to demonstrate a
product
• often there are many stations in an area
which makes the audience for each
station small

24. Tricks
• The media need NEWS!
• Make sure your message clearly communicates:
Who?, What?, Where?, When?, Why?, and How?
• Contact media people in your area and establish
a good working relationship

25. • Keep your wording, especially for television and radio,
as simple, clear and conversational as possible.
• Keep your message short and concise, with your main
point at the beginning of your message.
• Present your message in a logical manner and avoid
technical jargon.

26. Creating a travel brochure that
sells

27. • Cost of the brochure represents significant
proportion of the marketing budget:
•too many brochures mean waste of money
•poorly distributed brochures will never reach the right people

28. A good travel brochure…
• Influences the customers’ decision: informs and
persuades to purchase
• one brochure attracts more consumers
• Increases the sales
• well planned and designed brochure does it, but poorly designed
brochures drive potential consumers away
• Should reinforce an image of quality and reliability
• Reliable information means that the consumers can be kept for
next purchases

29. • Keys of brochure preparation
•Quality
•Reliability
•Quantity
•Distribution

30. • Brochure related decisions
•Format
•Quantity
•Finances
•Quality
•Content – structure

31. •Decisions related to the brochure preparation will be
determined by:
−purpose
−audience – target market
−scope
−cost
−competitors

32. Desicion on format- What kind of brochure?
• Types of brochures:
•Leaflet (flyer, no fold brochure)
For one or more selected packages/package tours
−One page
−No fold (or only one fold)

33. •Folder:
for the promotion of one or more selected packages/package
tours
−bi-fold (4-page), tri-fold (six-page), multi-fold(accordion fold),
cross-fold
−never stiched

34. •Shell folder:
For one tour
Might be used for final itinerary provided to the travellers
−A pre-printed blank folders with preprinted photos, produced
and provided by suppliers to encourage the Tour Operators to
use their services or destinations. TOs can overprint a suitable
text describing their programs

35. •Booklets:
For the tours of a period – big quantity of products
Can be specialised
−Stiched

36. Desicion on quantity – How many brochures?
• Determinants:
• Selling methods/technics:
−How many agents will sell
−How many trade shows the company is going to participate
−Any special events the company will participate
• Previous years’ experinence

37. Decision on finance – How much money?
• Determinants:
• Quantity
• Quality
• Size (quantity of products)
• Costs can be reduced by
• Advertisements
• In house design

38. Decision on quality – How should it look like?
• Determinants:
• the budget;
• the audience’s – target market’s – expectations;
• competitors’ brochures;
• purpose.
• Quality of a brochure is created by:
• quality of paper;
• quality of photos;
• typography – readability;
• ease of use and understand.

39. Decision on contents – What must be and
should be in?
• Requirements:
•legal requirements:
•marketing requirements: determined by the market and the
bussiness.

40. The structure of travel brochures
• Greatings, introduction.
• General terms and conditions: (472/2017)
• Product listing and presentation.
• Other useful information.

41. • Greatings, introduction:
•Should be personal, should call the potential consumer
•Should refer to the mission of the company
•Should describe the benefits gained by taking and buying your
products

42. • General terms and conditions: (472/2017)
This is the part, where we publish everything what the law
require (except of the product description):
•All terms which are regularly used in the brochure, should be
explained here:
−Means of different services (transportation, halfboard, halfday
sigthseeing, optional excurtions, double room, twin room,
convertible sofa bed……)
−Means of acronyms used (FB, SS……)

43. • General terms and conditions: (472/2017) – cont’
•Conditions of contractual relationship are published in this
part:
−schedule of payment;
−conditions of bookings and cancellations;
−insurance related information;
−documents required;
−health obligations;
−…

44. • Product listing:
• Right groupings might be used:
−Destination
−Type of products
−…

45. •Details of the products/packages/package tours that must be
published in the tour brochurue (determined by the 472/2017
an the EUr Directive)
−short description of the destinations
−tour codes,
−dates, duration of each tour (days/nights)
−mode of travel (route);
−type of accommodation,
−type of meals;

46. −itinerary (day by day, distances programmes, ss, visited
sights, entrances);
−optionals programs
−prices, discounts (should be easy to understand), extra charges
for special facilities,
−special notes, conditions (climate);

47. Sales preparation

48. • Set the sales registration program
• Contract retail agents
• Prepare sales materials to the sellers
• Train the sales staff
• Organise study tours for the sales staff and for the
media

49. Promotion – specialties in inbound tour
operation
Inbound Tour Operators

50. Suggestions
• Before approaching outbound tour operators, study their
target market and the products they offer to their own
target market
• Make sure you have something of interest to offer them
(not already in their catalogs).
• Do not be afraid of asking questions to clarify their
requirements. The operator should understand you seek to
improve your product offering to them

51. • Send interesting and easy to understand product descriptions
with photos and prices is often effective. Save them time and
effort.
• A familiarization trip is the best way to attract AND convince
operators and sellers
• Take client feedback seriously
• Pass on discounts or cost savings when appropriate.
• If you sell an itinerary as exclusive, ensure that you do not
offer the same trip to another client.
• Make as easy as possible for the partners to book with you.

52. • Use the right terms is an indication of how easy you will be to
work with. (Make an effort to learn the terminology of the
business!!!)
• Sign a contract for one or more trips a season is the first step
in the relationship.
• Offer reliable services
• Be flexible when you can
• Offer something new every year that helps them sell their trips
• Stick to the terms of the contract you have signed

53. • Always inform the client of any problems as they arise, and
steps you are taking to resolve them
• Always take responsibility for any mistakes made by your
office or your staff. If you are honest and bring up problems
first, your client will see the incident in a far better light.

54. Printed brochure – Confidential tariff
• Cretaed just for internal use in the travel industry
• Suppliers prepare confidential tariff for travel companies
• Inbound tour operators create it for outbound tour operators
• Include all confidential details, what are not for the
travellers, but just for the business partners
• special rates,
• conditions
• product details

55. Contents of inbound tour operator’s
confidential tariff
• Company’s legal identity
• Means of travel,destinations or itineraries, dates of fixed
departures (if you have them), nature of accommodation and
meal facilities, additional facilities
• Booking conditions
• How to handle special requests
• Cancellation conditions
• Pricing policy, prices – keep the right to change
• Payment conditions
• Discounts, commissions