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Essay / Research Paper Abstract
A paper which looks at Airtours as a company, and the marketing strategies which might be used for a package holiday in Morocco.
Page Count:
4 pages (~225 words per page)
File: JL5_JLairtours.rtf
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Unformatted sample text from the term paper:
founded by David Crossland, who was expanding a small chain of travel agents. The travel agency was later sold, and Airtours focused solely on tour operations. The company continued to
grow, and became a public limited company in 1987. The commercial airline began flying in 1991; it is now one of Britains major holiday airlines. Over the next few years
the company established its High Street agencies, Going Places, and bought out its rival Aspro Travel as well as undertaking other mergers and acquisitions within the industry. Other national and
international expansions followed, making Airtours one of the biggest names in the travel industry. Airtours can be found in the UK, Europe and the US, and offers cruises as well
as air flights, serving numerous destinations around the world. Like all large corporations, one would expect some variation in competency and quality of service from one branch to another, but
in general it is fair to say that Airtours has a good reputation. The product we are looking at is a package holiday
to Morocco, a destination which Airtours has recently returned to after an absence of several years. According to the companys marketing teams, there had been complaints of "hassle" from customers,
but these problems had now been resolved. The destination was also being marketed as competitive as a winter-sun destination, a niche formerly dominated by the Canary Islands. The company advertised
three star self catering accommodation in the countrys main seaside resort, which would seem to indicate that their primary target market is younger people looking for attractively priced accommodation and
the freedom afforded by self-catering. However, the company is also offering a two-destination package incorporating Marrakesh, which would seem to indicate that they are also
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