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The role of customer databases in package tour development

Economic changes driven by the late 1980s boom and the high interest levies of the early 1990s have caused shifts in the profile of consumers of tour packages. Such trends have happened before, perhaps on a smaller scale, and in all likelihood will happen again in a cyclical industry.

The tourism industry is not alone in facing the challenges to marketers of high ticket value products and services. In many of the forward-thinking organisations in these industries, however, sourcing customer feedback and targeting promotions to incentivise uptake to specific segments of an operator's customers, is having a positive effect on profits and securing control in otherwise stormy seas. This is the role of the customer database in package tour development.

Key Words: Tour Operators • Customer Database • Profiling • Package • Development

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