Glossary of Industry Terms
A package in combination of two or more types of tour components into a product which is produced, assembled, promoted and sold as a package by a tour operator for an all-inclusive price.
Ships, yachts, ferries, boats, etc.
A program that rewards the customer for loyalty and repeat purchase, such as frequent-flyer programs.
A destination’s high season when demand is strong. Also called the high season.
See scheduled tour.
The ratio of perceived benefits to perceived price.
Port of entry
Destination providing customs and immigration services.
A person who handles luggage at an airport, train station, etc.; also called skycap or baggage handler.
The development of a clear, unique, and attractive image for a company and/or product in the minds of target customers.
Pre- and post-trip tour
An optional extension or side trip package before and/or after a meeting, gathering, or convention.
When a distributor such as a travel agent takes up front the commission on a sale and sends the supplier the balance of the sales price.
The selection of specific supplier(s) for priority promotion to customers and/or integration in travel packages in exchange for reduced rates and/or higher commission.
A pre-existing collection of travelers, such as affinity groups and travel clubs, whose members share a common interest or organizational affiliation.
The collection of data specifically to solve the marketing problem at hand.
A dollar value that represents the markup of a product’s price over its costs.
Promotion tools including advertising, direct marketing, sales promotion, and public relations.
Promotional group tour
A travel package composed of tour elements that match the specific needs and wants of niche customers who aren’t part of an organized or preformed group.
The combination of two or more companies to offer special incentives to customers.
A specific lodging structure, such as a hotel, and the ground on which it is built.
The practice of blocking space that will likely be in excess of what will actually be needed.
Public relations (PR)
A management function that determines the attitudes and opinions of an organization’s publics, identifies its policies with the interests of its publics, and formulates and executes a program of action to earn public understanding and goodwill.
A marketing approach that creates demand at the customer level by generating awareness, interest, and desire so customers pull a product through a distribution channel by demanding it.
A marketing approach that creates demand at the distributor level by providing resellers with an incentive to push (sell) a product to end consumers.