Gartner Research

Tour Operators Taking First Steps to Shelve Traditional Brochures

Published: 30 April 2004

ID: G00128726

Analyst(s): Mark James Riseley, Adam Daum


Old-fashioned travel brochures are losing their appeal, as Web-savvy holidaymakers demand more detailed, up-to-date information on packages and availability. E-brochures allow tour operators to deliver timely, customized content to travel agents and consumers-and should prompt a rethink of basic sales strategy. But the costs involved mean tour companies should adopt e-brochure technology one stage at a time, in close cooperation with agents and industry bodies.

Table Of Contents
  • Overview
  • Predictions
  • Viewpoint
    • E-brochures will transform sales of package holidays
  • Dynamics
    • Tour companies depend on brochures to sell holidays
    • Old-fashioned brochures are costly and wasteful
    • Price management is another headache
    • The sun is setting on traditional brochures
    • Travel agents need better IT systems
    • Virtual brochures to the rescue
    • A road map for change
  • Predictions
  • Recommendations
  • Methodology

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