Nowadays, the tourism business is growing, but the big tour operators are falling down. For example the tour operator OAD went bankrupt two years ago. The big question is: “how is it possible that so many big tour operators are going bankrupt”?

Since 1991 the society changed a lot due to the Internet and all the online activities people can do on the Internet (e.g. emailing, write a blog or form, surfing on social media and buying). Knowhow is taken for granted, information is everywhere on the internet. The people trust the Internet more and more and even buy their things on the internet. But because of the mobile internet the world changed even more. Diederick Janssen says: “ Now you can upload something directly on the Internet with your mobile device and that makes sense, because it is a moment thing”. He means that when you are for example at the Eifel tower in Paris you make a picture and you want to show it directly to your friends, because you are doing it that moment.  

 

But to change all those things is for big tour operators quite difficult and especially with the new and smaller competitors which already have a concept which adapts to the needs of the new customer. Janssen thinks: “in future we will still need tour operators, but they have to be convincing and act like a friend. Because people believe in the reviews and believe what other people say about a holiday for example”. 

 

I think as well that tour operators still exist in a few years and people still book their trips at these organisations. I agree that they have to be convincing and act like a friend, but also have to change their tactic. Nowadays, there are already travel organisations which are offering innovative trips, such as a surprise trip (the customer doesn’t know where he is going until he is leaving). So the tour operators also need to be innovative, but most of all us the trends and developments in society.

Due to this development the customers changed and there is a miss match between the new customer and the big tour operators. These companies are mostly selling what the new customer can also organise by their selves, namely a package deal. They just buy their accommodation, transportation and entertainment separate and this is most of the time also cheaper.

 

So what do these companies need to do according to Diederick Janssen? They have to give the new customer what they want and change things in their organisation.

 

The new customer is independent so they need their own choices and not an arranged package deal. Moreover, they are equipped and informed and know how to find the best deals so they need a good price and overview. Furthermore, they like to have many social contacts so the tour operators need to connect the customers to other customers (e.g. they can arrange trips for singles). The new customer wants to feel good and loves surprises.