Tour operating planning in Thomson Holidays UK: The use of research

Thomson Holidays is the UK's largest inclusive tour operator with a turnover of over £200 million in 1982.The author, the company's marketing director, divides tour operating planning into nine major strategy areas: company strategy, marketing strategy, product strategy, marketing mix, the consumer, pricing, the brochure, annual programme plans and monitoring of results, and for each describes how research is used to deal with major problems and issues.