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Throughout this course, we've explored how different travel and tourism organisations work together. Now it's time to review what we've learned and prepare for assessment. Cooperation between organisations is vital for the success of the travel and tourism industry, creating better experiences for tourists and more profitable businesses.
Key Definitions:
When businesses at different levels of the chain of distribution join together. For example, a tour operator buying a chain of travel agencies or an airline.
Example: TUI Group owns travel agencies, airlines, cruise ships and hotels.
When businesses at the same level of the chain of distribution join together. For example, one hotel chain buying another hotel chain.
Example: Marriott International's acquisition of Starwood Hotels.
Travel and tourism organisations can work together in many different ways. Let's review the main types:
Written agreements between organisations with clear terms and conditions.
Examples: Joint ventures, franchises, management contracts
Looser arrangements without formal contracts.
Examples: Local tourism businesses recommending each other, information sharing
Partnerships where organisations remain independent but collaborate on specific projects or goals.
Examples: Airline alliances like Star Alliance, hotel loyalty programme partnerships
When reviewing how organisations work together, it's important to understand the benefits they gain:
The three major airline alliances Star Alliance, Oneworld and SkyTeam show cooperation at a global scale. Star Alliance, founded in 1997, now includes 26 airlines operating in 195 countries. Members share airport lounges, coordinate flight schedules and offer joint loyalty programmes. Passengers benefit from seamless connections between airlines, while the airlines benefit from shared costs and wider market reach. However, challenges include maintaining consistent service standards across different airlines and navigating different regulatory environments.
When assessing how organisations work together, we must also consider the challenges:
When reviewing partnerships in travel and tourism, we need to consider how to measure their success:
Visit Britain works with local tourism boards, accommodation providers, attractions and transport companies to promote UK tourism. Their partnership with the GREAT Britain campaign has helped increase inbound tourism. By coordinating marketing efforts, sharing research data and pooling resources, they've created a stronger, more consistent message about Britain as a destination. The partnership has been particularly effective at targeting specific markets like China and the USA with tailored campaigns. Success is measured through visitor numbers, spending data and social media engagement.
When answering questions about how organisations work together, remember these tips:
Here are some typical question types you might encounter:
Remember to use specific examples from your studies to support your answers. Case studies are particularly valuable for higher-mark questions that ask for analysis and evaluation.
For longer answers, structure your paragraphs using the PEEL approach:
As you review this topic, try these study techniques:
Remember that examiners are looking for your understanding of concepts, your ability to apply them to real situations and your skills in analysis and evaluation. Good luck with your revision and assessment!