Abstract:

This paper describes how tour operators, with special reference to the British Airways subsidiary, have responded to changed market conditions in the holiday market since 1973. The changes have been caused by factors outside of the control of the travel industry, which have altered consumers' attitudes to tour operators and consumers' priorities in choosing a holiday brand. The research evidence cited does not relate to a single study but to a variety of sources, both field studies and desk research. Consumers' needs in the packaged holiday market have shown radical development since the boom times of 1973 when tour operators aimed primarily to increase the size of their operations by brining in new customers.