MODULE 2

ITINERARY DEVELOPMENT
(Itinerary development- negotiations, confidential tariff, costing and pricing, market
strategies, brochure designing, printing and distribution, itinerary preparation for domestic
and international tourist.)

Itinerary
An itinerary is a key and significant component of a tour package. It may be an initial
itinerary or a final itinerary. Basically it is designed to identify the origin, destination and all
the enroute stopping points along with the transportation, accommodation and other services
on a travelers trip an itinerary has various portions and these portions are known as segments.
Practically, these segments are dependent on the type of journey undertaken by the tourist.
Moreover, itinerary shows the sequence of the various tour ingredients and provides essential
information such as assembling point, departure point, days of departure, duration of a tour,
legal requirements, features of a destinations, optional activities, and meal and perhaps can be
called as a central point for the success of a tour company. To be more effective tour
company needs to develop separate and distinctive itineraries for the tourists, tour managers,
tour escorts, vendors and tourist itineraries.

Features of Itinerary

The key features of tour itinerary include:

 Grass roots travel using all forms of local public transport where possible.
 Using small scale locally owned accommodation and homestays were available and using
local Restaurants and markets for dining.
 Employing western leaders who facilitate the company’s values to travellers and local
communities, educating them in sustainable tourism practices. Intrepid also employ local
guides to aid travellers understanding of local culture and etiquette.
 Having maximum group sizes of twelve, which allow travellers to experience, cultures at a
grass roots level offering greater opportunity for cross-cultural understanding.

Types of tour itinerary

1. A General Itinerary that is aimed at and marketed to a wide variety of clients. It is an
open itinerary taking in to consideration a wide range of Interest.
2. A Personalized Itinerary that is specially drawn up for a specific client according to
that clients needs and interests.

The following information should be kept in mind when planning an itinerary:

 Always have an interesting and attractive heading for your itinerary
 Show the date and time clearly
 You must draw special attention to your highlights
 Always break your itinerary up into paragraphs with new dates
 Provide as much information about the attractions and activities included in your tour
plan, as possible
 Always us the 24 hour clock,
 Allow sufficient time for each highlight
  Place each highlight in logical order. Remember you need to save your client traveling
time and cost
 Try to finish each day with a special highlight, if possible
 Distance must be realistic, try to use the 100km per hour rule
 Never make promises in your description that you may not be able to keep, (e.g. Don't
say, “you will enjoy a glorious sunny day at the beach”, it could pour with rain on that day).
To avoid this , provide the Client with alternative that they could pursue if the plans have to
change.
Tour itinerary may be prepared on the basis of the following points.
* Single or multiple destinations: To include only one destination or to include more than
one destination in one itinerary.
* Special interest package: For example adventure package, cultural package, holiday
package, etc.
* Tour package: An itinerary prepared for pleasure, relax.
* Travel package: An itinerary specially for travel.
* Outbound package: An itinerary prepared for domestic tourists to visit foreign countries.
* Inbound package: An itinerary prepared for foreigners to visit our country.
* Domestic tours: An itinerary prepared for local people to visit own country.

Itinerary Development
Itinerary Planning, Development & Costing is the core business, the heartbeat of a
Tour Company. Tour packages are generated by carefully planning, developing and costing
an Itinerary. Poor itineraries result in dissatisfied tourists/Travellers who spend their
resources to for a memorable holiday.

Itinerary Planning
The complete time scale for a tour operating programme may be divided into the following
five stages :-

 Stage one : research and planning stage

Activities
i) Study the economic/political factors influencing the future development of package tours
ii) Identify the promising or hot destinations
iii) Check for the upcoming new destination.
iv) Decide on tour size, duration (number of days) and fixed/ flexible departure dates.

 Stage two : negotiations stage

Activities
i) Initial negotiations with printer for printing brochures/ vouchers
ii) Negotiation with airlines for chartered flight/ group fare
iii) Negotiation with hotel, transfer services, optional excursion operators
iv) Art work and text under development at design studies, with layout suggestions
v) Contact with sightseeing services
vi) Negotiations with destination management companies
  Stage three : administrative stage
Activities
i) Determine exchange rates
ii) Estimate selling price based on inflation
iii) Proofs from printers and making corrections(if any) and finalizing the proof
iv) Recruitment and training of reservation/ administration staff
v) Final tour pricing to printer
vi) Establishment of brochures printed
vii) Reservation system

 Stage four : marketing stage

Activities
i) Appointing Marketing Executives
ii) Distributing Brochures on market destination among agents
iii) Initial agency sales promotion including launch
iv) Advertising through local and national newspapers

 Stage five : departure stage.

Activities
i) Peak advertising and promotion through trade fairs and public interaction
ii) Recruitment and training of resort representatives, escorts etc
iii) Sum up details of the tour programme

Process of tour operator negotiating

1) Airlines negotiation
• Once the dates of departures have been fixed, negotiations start with different parties e.g.
Airlines, hotels and other tourism counterparts, leading to formal contracts
• Spell out the conditions for the release of unsold accommodation or of block bookings on
air-seat of a scheduled flight, or the cancellation of aircraft flights with any penalties that the
tour operator will incur
• 10% of the total cost for a deposit to be paid upon signing the contract
• Reputation of the tour operator is very important determines the terms and conditions and
pricing for the contract
• Determined dates and frequency of departures, airports to be used and times of arrival and
departure
• Consolidated into a form suitable for printing into a tour brochure

2) Hotel Negotiations
• Generally more informal
• Hotel agrees to guarantee accommodation based on receipt of the notification of booking
from the tour operator, whether by phone, mail fax or e-mail
• Long-term contracts can be blocking of rooms, attraction of providing the tour operator with
the lowest possible prices
Tour operator must also clarify a number of other facts; including :-
• Reservations and registration procedures
• Accommodation requirements for tour guide or representatives
• Handling procedures and fees charged for Porter
• Special facilities availabilities
• Languages spoken by hotel staff
• Systems of payment by guest of drinks or other extras
• Reassurance on suitable fire and safety precautions

3) Ancillary Services

• Inbound tour operators and coach companies to provide coach transfers between airport and
hotels
• Car rental companies’ commission

Confidential tariff
A confidential tariff is a booklet containing the wholesale prices of hotel rooms and
tours. The travel agency or reservation desk marks these up by anywhere from 10 to 40
percent. It's "confidential" because the travellers certainly aren't supposed to know what the
real price is. Your best bet is to check the Internet price and then contact a travel agent;
sometimes the promotion on the Net is close to the wholesale price, and sometimes it's
substantially more.

Costing and Pricing

The cost for developing a package tour decides the final price of the package. The sale
of the package tour is a direct function of direct or indirect costs or. fixed and variable costs.
The tour cost is explained as the sum total of cost. incurred to combine related and
complementary services.
Tour cost means the total cost incurred or. attributed to a tour product service or
in other. words we can say that the tour cost is the sum. total of costs incurred to create or
formulate a. tour package.
Costing each element of package tour is a painstaking work for a tour operator while
developing new package tour. Calculation of costs of package services determines the price
of package tours and it helps in garbing new market. Many tour operators minimize the cost
of preparing package tour that helps them maximize profits. Reduction of unwanted costs and
negotiation with primary service providers for special rate largely help tour operators make
profits and pass on certain benefits to the customers or clients.
It is essential to include each element of cost that directly and indirectly determine the
final price tag of a particular package tour. Including research and development costs as an
indirect cost also determines the price of package tour. Similarly, marketing and publicity are
two important costs that a tour operator includes them as indirect costs.
Besides understanding and including each element of cost, developing a methodical
cost sheet is an important work of a tour operator to bring each implicit and explicit cost into
the calculation of total costs of package tour. Thus, this lesson will explain each component
of package tour costing along with the preparation of cost sheets.
Fixed and Variable Costs

Fixed costs do not vary in the short run, but it varies in the long run. For example, the
cost remains to be the same no matter how many rooms are occupied in particular day. It does
201 not matter it is 1 or 20 passengers. But the costs would be the same. Variable costs
change in short run as well as in the long run also. It varies as per the variation of the sale of
package tours. Table presents the difference between fixed and variable costs pertaining to
the various activities.

Various Components of Cost

The cost for developing a package tour decides the final price of the package. The sale
of the package tour is a direct function of direct or indirect costs or fixed and variable costs.
The tour cost is explained as the sum total of cost incurred to combine related and
complementary services. For example, SOTC as a tour wholesaler examines affordability of
potential customers and various cost components
Profit margin is added after due consideration of purchasing power of buyers and
costs involved in designing the package tours. Furthermore, market demand determines the
cost of tour packages and tour operators make all possible ways to make the services
arranged in a very negotiable rate with the principal service providers. There is usual
variation of doing the calculation of costs from one tour operator to another. These are the
following variable costs apart from the fixed costs.

Cost for new product development

The cost is incurred for discovery of new destination and development of new
packages. It includes the cost for preparing documents for planning. Tour operators incur the
cost on their familiarization tour. The development of new packages needs allocation of
cost.
1. Transfer Cost

International and domestic airfares, rail travel, and transfer and departure tariffs are
included in the cost component in case of the all-inclusive package tour.

2. Accommodation Cost

Accommodation cost is expected to be around 30 per cent of the total cost that is
decided after the negotiations accommodation companies.

3. Sightseeing Costs

Sightseeing cost includes the cost of guide, entry free, refreshments, coach, etc. The
calculation is done on per head basis.

4. Administrative and Transactional Cost

The cost of managing the preparation of itinerary and package tour is incurred. This is
 an indirect cost or implicit cost. The cost includes salary and incentives, insurance,
financial or legal expenses and recruitment and selection cost.

5. The Technical cost

The technical cost includes the acquisition of new software, hardware, and computers
for the reservation of air tickets and tour packages.

6. Cost for Training and Development of Staff

The cost of training the staff is incurred form the revenue of the tour company. Front
line executives are given in-house training with the help of external or internal trainers,
whereas the managers are send for outhouse training to learn the strategic business
decisions.

7. Cost Marketing

The cost marketing is incurred from the budget for marketing. Marketing cost
includes advertising and sales promotion for diversification of the package tour business.

8. Printing and Publicity Cost

The cost of printing tour brochures is incurred for designing and printing multiple
copies of the tour brochure on coloured glossy papers highlighting the tour itinerary and
other important features of package tours.

9. Cost for Bank Interest

The cost is also incurred to repay the rate of interest and principal for borrowing loans
from the banks.

10. Sunk Cost

The cost is incurred for the depreciation of fixed assets in the long run due to the
obsolete nature of software and hardware, and electronic gadgets.

11. Miscellaneous Cost

This cost includes porter age charges at airports and railway stations, tips at hotels or
airports, entrance fees, insurance premiums, gifts, and welcome dinners. Thus, while
costing a product, the tour company should concentrate on the four pivots namely- cost
consciousness, cost measurement, cost responsibility and cost improvement.

Cost factor of a Tour Operation Business

A package tour business is carried with the help of methodical planning and
controlling of various down and upspring resources. The price tag of the package tour is
decided on the basis of the positioning and branding. Tour operators use the methods of
marginal pricing after examining the market trends. The operational costs and margin of
profit is thoroughly examined by the tour operators to decide the price of the package.
Tour operators have the absolute freedom to zero in the price tag on the basis of mark-
up and buying power of the potential buyers. 197 Some of the essential elements of the cost
factor in the package tour business include mark-up, net rate, and gross profit. Mark-up is the
extra amount which the company can maintain on each sale. Tour operators have the best
bargain ability while negotiating with the suppliers of services in order to secure services at
the cheapest possible cost
The net rate is the price that a supplier charges based on which prices for package
tours can be decided. Any amount of mark-up can be added before arriving at the final rate
meant for the buyers. The commission constitutes a major share of earnings in tour operation.

Factors Influencing tour costing / Elements of Tour Costing

• Seasonality: It may vary your price depending on high or low season.

• Operating Costs: The higher the operating costs, the more expensive the prices will need to
be so that it cover all expenses.
• Competition: There is no point pricing the product out of the marketplace and the company
need to stay competitive or be able to justify the high price.
• Demand: People pay more if there is a high demand in a region. Similarly, they pay less if
there is an abundance of choice.
• Tour or Accommodation Details: Different tour types of rooms are reflected in the
package tours for the guests to know.
• Daily Costs (Fixed): To determine the fixed costs associated with operating business, such
as fuel, labour etc...
• Daily costs (Variable): To determine the costs associated with taking passengers on tour or
letting out rooms, such as meals, third party activities, linen and room cleaning
• Annual Business Costs (Fixed): To calculate the total costs associated with operating the
business, these costs occur whether the tours operating or not, it remains to be fixed. For
example costs that are fixed include insurance, marketing, lease payments, bank fees,
accounting fees and salaries.
• Average Capacity: The package tour business is based on factors such as visitation to the
region, competitor analysis and customer feedback
• Accurate Forecasting: is also necessary for another reason. Yet another risk can arise from
the unexpected loss of popularity of a country where the tour operator has contracted heavily.
• Political or Security Concerns or Natural Disasters: Typhoons or volcanoes, or currency
movements or new aviation or tourist taxes influence the cost of package tours. There is a
high level of price elasticity between holiday markets.

Tour Pricing Strategies

A. Cost oriented pricing strategies
Cost-oriented pricing is the most basic method of pricing which is based on the cost
incurred by the retailer in making the product available to the customer is the basis used
for the cost-oriented valuation. Pricing shall be based on the retailers' cost understanding.
1. Cost-plus pricing
Full cost-plus pricing entails establishing the total cost of individual products
or services (direct materials, labour, expenses and a share of indirect expenses) and
adding a percentage mark-up to the total cost to provide a profit.
 a. Marginal cost
Marginal cost is the added cost to produce an additional unit of a good
or service. The marginal cost to provide lodging to an additional last-minute traveller
would be minimal if a hotel had unoccupied rooms. The marginal cost would include
items directly attributable to the customer. They would include the added electrical
bill from turning on lights or turning up the thermostat on a cold evening, the free
continental breakfast, if one is provided, or perhaps the franchise fee for the added
revenue. It would not include the costs such as hiring a new employee, the building
lease, or basic utilities.

b. Total cost
Total cost, in economics, the sum of all costs incurred by a firm in producing a
certain level of output.
c. Mark up cost
In order to earn profits the travel agents and tour operators add a mark up to
the total cost before quoting the price to the client. Generally, 7 to 15% commission.

2. Rate of return pricing

Rate of return pricing is a method by which a company fixes the price of the
product in such a way that it ultimately helps organisations in achieving the ultimate
goal or return on the capital employed.
B. Market oriented pricing strategies

The market-oriented pricing method or market-based pricing method is also

known as a competition-oriented pricing method. The cost of goods and services is
decided as per the current conditions of the market in a market-oriented pricing
method.

That means companies determine the price of the goods and services by taking
into consideration the cost of the product and services of their competitors. They
determine the price either the same as the price of their competitor or close to the
amount of the products of their competitor.
1. Discriminatory pricing

Price discrimination is a selling strategy that charges customers different

prices for the same product or service based on what the seller thinks they can get the
customer to agree to. In pure price discrimination, the seller charges each customer
the maximum price they will pay.
2. Backward pricing
A pricing method in which an estimation is made of the price that customers
are willing to pay for a given product; this price is then compared to the per unit cost
to see if it meets the firm's profit objectives.
3. Market penetration pricing
Penetration Pricing is a pricing technique in which the price set by the firm is
low initially, so as to attract more and more customers.
4. Skimming pricing
Skimming Pricing means a pricing strategy wherein the firm set high price for
the product at its introduction stage so as to receive maximum profit.
 Difference between skimming and penetration strategies
Basis for Comparison Penetration Pricing Skimming Pricing
Penetration Pricing is a Skimming Pricing means a
pricing technique in which pricing strategy wherein the
the price set by the firm is firm set high price for the
Meaning
low initially, so as to attract
product at its introduction
more and more customers. stage so as to receive
maximum profit.
Object Penetrate the market. Skim the cream
Margin Low High
Demand Price Elastic Price Inelastic
Sales Bulk quantities are sold Small quantity is sold due to
because of low price. high price.

5. Bundle pricing
Bundle pricing is a business strategy where companies group several products
together into a bundle and sell them at a single price, rather than attribute individual
prices to each item. This means that a bundle is now an individual product.

6. Yield management
Yield management is a variable pricing strategy, based on understanding,
anticipating and influencing consumer behavior in order to maximize revenue or
profits from a fixed, time-limited resource (such as airline seats or hotel room
reservations or advertising inventory).
7. Going rate pricing
Going rate pricing is when a business sets the price of its product or service
based on the market price. This pricing strategy is often used to price similar products,
like commodities or generic items, that have little variation in design and function.
8. Loss-leader pricing
A loss leader (also leader) is a pricing strategy where a product is sold at a
price below its market cost to stimulate other sales of more profitable goods or
services. With this sales promotion/marketing strategy, a "leader" is any popular
article, i.e., sold at a normal price.
C. Product line pricing strategies
Product line pricing involves the separation of goods and services into cost categories
in order to create various perceived quality levels in the minds of consumers. You might
also hear product line pricing referred to as price lining, but they refer to the same
practice.
D. Industry/competition oriented pricing strategies
A method of pricing in which a manufacturer's price is determined more by the price
of a similar product sold by a powerful competitor than by considerations of consumer
demand and cost of production; also referred to as Competition-Based Pricing.
1. Tender pricing
Tender Price means the amount indicated by a Bidder as the lowest amount for which
that Bidder is prepared to perform the Contract.
2. Differentiated Pricing

Differential pricing is the process of charging different prices to different customers

for the same exact product. Also sometimes called price differentiation or price
 discrimination, the reason a company might implement this strategy can be as varied as
location differences, seasons, brands or even time of day.

The pricing strategy is commonly used in the hospitality and service sectors where
prices fluctuate a lot such as those airline tickets or hotel accommodations you were
looking at in our opening example. It can also be used in industries such as restaurants or
establishments with admissions or ticket fees.

Package Pricing Worksheet

A pricing worksheet reflects the distribution of cost components in the package tour.
For example, when Rs 10,000 is the final price of one tour package, the costs of the elements
of services in the package is divided into direct and indirect costs. Out of the gross margin of
profit, nine per cent is spent on administrative cost.
The indirect costs comprising costs on advertising, sales promotion, and publicity
constitute five per cent. Thus, a tour operator can make a profit of around fifteen per cent on
each sale of the package tour that includes 196 th commission or override from the principal
service providers. The average profit made on package holidays is extremely slender. Many
non-travel companies supplying consumer products achieve a net margin on sales turnover of
10 - 12 per cent.

Pricing of Package Tour

After ascertaining the cost of a tour package, tour operator analyses exchange rates,
estimates future selling price and finalises the price of a particular package. The tour price is
not solely determined in terms of the cost but on the basis of expected rate of return, market
share and competitors’ price. There are different approaches to fix the price of package tour
such as total cost and marginal cost method, breakeven pricing, rate of return pricing,
skimming, penetration, going rate, differential etc.

Market strategies
Strategy is a general plan to achieve one or more long-term or overall goals under
conditions of uncertainty.

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing
strategy contains the company's value proposition, key brand messaging, data on target
customer demographics, and other high-level elements.

A tourism marketing strategy is a structured document that outlines your current

position in the marketplace, what you hope to achieve going forward, and how you’re going
to make that happen.

In other words, it provides a framework, so you’re not floundering around, wondering

what to do next. All while giving you a way to track your progress so that you can be
confident you’re heading in the right direction.

Marketing strategies for travel and tourism, which includes a:

A. SWOT Analysis

A SWOT analysis is a fun exercise that identifies your company’s Strengths,

Weaknesses, Opportunities, and Threats.

Strengths and Weaknesses are internal factors that you can control, like your team,
resources, and location. In contrast, Opportunities and Threats are external factors that
come and go randomly, leaving you with no other choice but to react and adapt — such
as travel trends, economic downturns, and your competitor landscape.

B. Value Proposition

After doing your SWOT Analysis, you should have a general idea of your value
proposition — which is a simple statement that answers why someone should book with
you instead of your competitors. Essentially, it’s what sets your travel business apart
based on the desirable attributes you bring to the experience.

Your value proposition is the most important piece in your marketing strategy, as it
dictates your messaging and ultimately serves as the first thing guests look at when
evaluating your brand with the “what’s in it for me?” mindset. That’s why it should be
front and center on your homepage.

But it can be difficult narrowing down all of your unique qualities into one or two
sentences. So, your best bet is to compile a list of features and benefits, along with the
emotional value for each, and see if there are any obvious patterns.

C. Guest Personas

A guest persona is a detailed description of a fictional character that represents your

ideal guest. It answers who they are, where they’re from, what matters to them, and
where they hang out online.

Thinking of them as a real person before check-in will make it so much easier to craft
personalized marketing messages they won’t be able to resist. Plus, you’ll know the best
way to reach them. No more unanswered ads!

To create a guest persona:

1. Start by combing through your booking data for common demographics like age,
gender, geolocation, and language
2. Refer to Face book Audience Insights for psychographics, such as interests and
hobbies, lifestyle, and online spending behaviour
3. Send out a guest survey to get more details

Now, you might only require one guest persona, but if you offer multiple experiences
that appeal to different types of people, like tourism products for senior citizens, it’s best
to segment your guests into a few personas seeing as your marketing tactics will change
accordingly.
D. Competitor Profiles

The travel industry is tight-knit, so much so that you can even turn your
competitors into partners. But that doesn’t mean you can’t still keep tabs on them.

Knowing what your rivals are doing is the best way to gain a competitive
edge. Not only does it give you valuable insight into their strengths and weaknesses so
that you can see how you stack up, but it also helps you stay one step ahead since you
can spot potential threats and opportunities before they happen.

Similar to a guest persona, you can create a profile for your top three
competitors, which should include the following marketing information:

1. Their value proposition

2. The experiences they offer and what they charge
3. Who their target audience appears to be
4. Unique features and benefits they highlight
5. Overall rating on review sites, along with what their guests say about them
6. The social media channels they dominate and the type of content they post
7. What distribution channels they rely on
8. Their domain authority score and top ranking keywords (use a tool like Moz Keyword
Explorer to get this information)

E. Marketing Mix
A tourism marketing mix is a combination of factors you can control to influence a
guest’s decision to book with you. Think of it as a broad guideline for how to market
travel and tours so that everything works together seamlessly.
Historically, there are 7ps of tourism marketing, but since tourism operators are unique
in the products and services they provide, we’ve stretched it to include eight.
What is a tourism marketing mix?
1. Product
2. Place
3. Price
4. Promotion
5. People
6. Planning
7. Processes
8. Proof
F. Budget & Resources

Your marketing budget should cover all costs needed to market your product or
service, so that includes things like print advertising, promotions, demonstrations,
exhibitions, public relations, social media, free product sampling or giveaways and costs
to cover Google AdWords etc.
G. Goals, Metrics & Activities

 Goals

When it comes to setting marketing goals, it’s important to be SMART. Don’t

just put your finger to the wind and say, “I think we should go this way.” Your goals
should be:

 Specific: clearly explains what you want to achieve

 Measurable: has a metric you can objectively measure
 Attainable: something you have to stretch for, but still within your reach
 Realistic: relevant to your business and where you want to go
 Time-bound: when you want to accomplish the goal by

Here’s an example using the SMART method:

Increase organic website traffic 40% by the end of 2021 from getting 1000
visitors per month from Google.

 Metrics

Goal metrics let you clearly define how a goal will be measured. For example,
a sales team's performance can be measured based on the number of leads they get or the
revenue amount. There are two goal metric types: Amount and Count. The Amount
metric type can be a money value, an integer, or a decimal number. The Count metric
type is an integer. For example, you can use the Amount (money) goal metric to track the
revenues from all active opportunities or sales orders. An integer type can be used to
track sales calls made by a salesperson. A decimal number can represent a product sold
by weight, such as grain or sugar.

 Activities

For each goal you set, figure out one key activity that’ll help you hit it. Don’t
be afraid to think big here. By that, I mean, come up with a significant marketing project
that you and your team can chip away at — more on that in the next step.

H. Marketing Roadmap

After you’ve assigned an activity per goal, break each one down into smaller,
manageable tasks to complete from quarter to quarter. Using the example above, let’s say
you decide to start a blog as your key activity.

In Q1, you’d get the ball rolling with a few foundation tasks. So, for building a blog,
you might start with the following:

1. Set up the blog on your website

2. Develop a content strategy
3. Research topic and keyword opportunities
4. Create an editorial calendar
 Then, you’d build from there for Q2 and so on.

Tour Brochure

Tour Brochure is a small booklet or pamphlet, often containing promotional material

or product information about destinations or travel services. Brochures are most commonly
found at places that tourists frequently visit, such as museums, major shops, and tourist
information centres.

Travel brochures describe a destination, hotel, service or tour with the intention of
promotion. You can use them as mailings to prospective customers, include them in
brochure racks and have them available at your office or business location. As travelers
often collect brochures and other literature when planning a holiday, brochures can be very
effective marketing tools. You must, however, be sure to include all the necessary
information and plan your inclusions carefully.Things should include in travel brochures
are:-

1. A Good Cover

This is the first thing that people will see and it should immediately answer three
questions: 1. Who is advertising? (your business) 2. Where you are located? 3. What are you
selling? Make the cover visually compelling and keep it simple. Use professional quality
images.

2. Description of the Benefit

Tell your potential customers not only what you are offering, but why they will enjoy
it. This will require knowledge of your target audience, so research this if you haven't
already. Create a personal message to that audience letting them know why they specifically
should participate in your offering.

3. Call to Action

Your brochure should focus on one specific objective. If you are announcing new
offerings, make sure the brochure explains them and their benefits. A brochure that is
intended to describe a travel product should be detailed and provide plenty of pictures and
descriptions. You should include a statement telling people what you want them to do next
and how they can become involved.

4. Product Explanation

Describe the facilities completely and include attractive photographs. Include

information about special services, promotions and events. Tell them what differentiates you
from the competition.
 5. Recreational Activities

List not only the facilities and activities available to your guests but also any public
sites that they may be able to take advantage of during their stay. Entertainment is an
important part of travel, so be sure you include all the fun things your guests will experience
with your travel product.

6. Geographic Information

List the address, contact details and a map to help people find you. If you are located
in a place that is difficult to get to, include comprehensive directions. Include your website
address if you have one.

7. Pictures

Travel is a very visual product category. People want to see where they are going and
only high quality professional images can achieve this. Include several photos that best
showcases your product. Be careful, however, not to mislead people by using old phots or
pictures that misrepresent your offerings.

Brochure Designing

1. Draw readers in with the right photo

Photos are probably the most important part of your travel brochure. The photos will draw a
reader in and help them picture themselves at the travel destination. You don't want to skimp
here; if the photos look cheap, then the destination will look cheap. It's also important to
know what to showcase.

2. Use a color scheme

The colors of your travel brochure play an important role in how it will be received. The
color scheme will likely be the first thing about the brochure that people notice, so it will help
to be familiar with the psychological effects that colors have on us. You want to match the
feel of your brochure to the destination you're promoting.

3. Write descriptive copy

When it comes to the text, or copy, of your travel brochure, being descriptive is key. You
want to paint a picture and make it clear that this is a place that your readers have to see. To
illustrate this point, let's compare two bits of copy describing the city of San Francisco:

A. Visit San Francisco today! It's a really fun place, and there is a lot to see. You can walk on
the Golden Gate Bridge and even see Chinatown! You're sure to enjoy your visit. Book your
vacation today!
B. Book a vacation to the most picturesque city in America! San Francisco has so much to
offer. Enjoy the refreshing bay breeze as you bike across the famous Golden Gate Bridge,
and experience the charm of a bustling downtown section full of world-class restaurants. Or,
if you prefer a quiet getaway, take a stroll to the Palace of Fine Arts to admire its striking
Greek architecture and serene waterways. And that's just getting started. Contact us today to
arrange your stay.

4. Save time with a template

If you're in a hurry or don't have a lot of design experience, a template can save you a lot of
trouble and give you a very professional-looking travel brochure. Using Lucid press, you can
pick a template that fits your destination and then customize it any way you'd like.

Printing of Brochures
Brochures are often printed using four-color process on thick, glossy paper to give an
impression of quality. Compared with a flyer, a brochure usually uses higher-quality paper,
more colour, and is folded.

Distribution of Brochures

A whole stack of brochures will not do you any good until you get them into the right
hands. General mailing services give you a very low return on investment, while giving your
brochure to a target audience will be much more rewarding. So how do you find your target
audience? Here are a few suggestions.

a. Place your brochures where your customers are.

If your service is auto body repair, then you can leave your brochure printing pieces in auto
parts stores or auto shops, minus your competitors' shops. The idea is to think about where
your particular customer will be when thinking about the services you offer.

b. Choose locations where people are killing time.

Well-written brochures can be a great read in a waiting room or at the DMV. Any place
where people have to wait for an extended period of time is a great place for your brochure.

c. Trade shows and conferences.

Customers in your niche will be hanging out at trade shows in your industry. This audience is
primed to accept your brochures. When people ask for brochures, they are even more likely
to read them. Having a mailing list available for prospects to fill out will give you a very
effective list for brochure mailing.

d. Send brochures with all of your mail.

Send out a brochure with every piece of mail you send out. Credit card payments, greeting
cards, and EBay packages are all fair game.
e. Insert you brochures into similarly focused materials.
A catalog or magazine in your industry would be a great place to stick a brochure. For
example, a brochure for an herb store would fit nicely in a local health magazine.

f. Create a printable brochure on your web site.

So much shopping is done online that you would regret not using this tool. Format a page to
be easily printed so that customers can print their own brochures.

The most effective distribution of brochures can be reached when you focus in on
your target audience. Knowing your target audience is the first step. Then you will know
where are the best locations to place your brochures.
Itinerary preparation for Domestic and International Tourist

Types of Itinerary

 Tourists’ itinerary

Tourists’ itinerary is given to a particular tourist for his reference as part of the
package tour. A tourist expects the tour to be organised as per the itinerary mentioned in the
package tour he/she has purchased. It is important to check its feasibility. Generally planners
organise FAM trips in advance to have the feel of the itinerary and identify the limitations
and they are rectified before they are incorporated into a package tour and made available for
the reference of the tourists. Hence tour planners should take into consideration various
aspects such as purpose of tour, budget, accommodation, transportation, choice of
destinations and attractions, activities at destinations, legal issues, host and guest behaviour
and so on. They may also keep certain things as optional.

Basically, a tourist itinerary is a reference for the tourist to follow during his journey
like points of halt, hotel, time taken between two points, meal plans, activities, attractions to
visit etc. apart from arrival and departure points/time and check-in check-out time. Tour
operators are expected to strictly follow the itinerary. If they intend to change or modify it
that should be only in the interest of safety and security of the guests. And they should take
their client into confidence before doing that.

 Tour manager’s itinerary

The role of tour manager is crucial to any package tour as he/she has to perform
different duties from planning to actual operation of the tour continously on the spot.
Professional expertise, knowledge of different travel issues, crisis management and his/her
own personal experiences matter a lot in organising a tour. Tour manager’s itinerary includes
the complete details of the whole tour from day one to the last day. Apart from the general
details as listed in a tourist’s itinerary a tour managers itinerary also carries information about
alternative arrangements, contact details, quick references, differential rates and tariff details,
details of coach drivers and escorts and guides. This helps him/her to have complete control
over the smooth conduct of the tour as well as to execute contingency plans if required at
times.

 Escort or guide’s itinerary

An escort or guide should know in detail where the group is being taken to, what
activities and events are to be organised, time management of the tour and other group
details. Vast experience, knowledge of practical ground difficulties, presence of mind and
readiness to handle crisis of an escort or guide adds to the successful conduct of a tour. The
escorts being physically with the group/tourist all through the journey, they are more than
expected to deliver and keep the image of the company in high esteem.

 Vendor’s itinerary

Vendors play a major role in delivering what is mentioned in the clients itinerary. Hence it is
unavoidable but to be aware of the specific parts of the itinerary so as to make the necessary
arrangements in advance and delivery to the fullest satisfaction of the guests when they arrive
at their place. For instance, a hotel may organise a surprise welcome event when the group
arrives as per the nature of the group and time of arrival, may offer special services and
enhance the service satisfaction and value addition. It is possible only if the vendors know at
least the specific part of clients itinerary which is expected from them.

 Coach driver’s itinerary

A typical coach driver’s itinerary includes group arrival point and time, pickup points
and time, turn around points, restricted areas of driving, sightseeing activities, other
entertainment activities, parking spaces, entry points, drop-in points all with specific time.
For instance, it may be seen that at places a driver is asked to drive slow which is mentioned
in his itinerary so that tourist may have a better view of a monument and take photographs. A
copy of the client’s itinerary resembles a coach driver’s itinerary with the above mentioned
additional informations. This helps the driver in coordinating with the escort and managing
the group.

Background information for preparing itinerary

1. Duration of the tour.

2. Minimum time for visiting each city.
3. Purpose of travel and special interest.
4. Selecting cities to be included in the itinerary.
5. Mode of intercity travel. (by road, rail, air)
6. Selection of any special air fare or rail fare.
7. Selecting the hotels to be used.
8. First arrival and last departure from international airport.
9. Inclusion of places requiring restricted area permits.
10. Best time for visiting
DO’S AND DO NOT’S OF ITINERARY

Do’s

 Do add all places of halt with date and time.

 Do provide a brief summary of the city(s)/country and the sights.
 Do provide name of the hotel, type of vehicle, time of arrival and departure.
 Do include meal plans.
 Do provide links for additional information about the city, country, sights, restaurants,
hotels.
 Do provide as many relevant maps as possible.
 Do provide names and places written in the local language.
 Do provide unique information about the destination (Ex: scams and customs).
Don’ts
 Don’t add too many details which might cause confusion.
 Don’t leave directions ambiguous. There are lots of distractions when coming into a new
city, be as specific as possible.
 Don’t forget about the nature of group, age group, physical disabilities, eating habits and
language barriers.
 Don’t go overboard on the hotel recommendations. Most hotels are pretty similar in a
given price range.
 Don’t include shops which are not registered, restricted areas without availing permits etc.
 Don’t forget about restaurant recommendations