ss of the distribution network integration. The main objectives are to improve the control over the touristic product, to have advantages from smaller distribution costs. Thus, the Nouvelles Frontieres products for example are sold only through agencies belonging to this network. Taking into consideration the tendency to integrate the direct sale function by the consumers from some touroperators and also from that of the tourism agencies to organize travels, we can anticipate the disappearance of the tourism agencies which are totally retailed. The vertical integration requires some important investments in the structures (hotels, holiday camps) and in the means of transport (planes, buses). The touroperators who own accommodation units and transport vehicles tend to orient their clients towards their own touristic products which explore these capacities. Such an integration example constitutes the Thompson firm-the greatest touroperator in Great Britain which owns hotels, air companies (Britannia Airways) and a distribution network (Lunn Poly). Some air transport companies have adopted vertical integration strategies by creating their own hotels in order to be able to propose to their clients complete touristic products (United Airlines have created the Western International Hotels and Trans World Airlines have created Hilton International). Confronting with financial difficulties the air companies have been forced to sell step by step their hotels.
The air companies have similarly integrated the travel organization activity and in this context the AirFrance line and Jet Tours touroperator of the companies British Airways and Lufthansa are representative. Following the same logic some networks of touristic receiving structures have created their own air company in order to insure their clients` transport. Creating Air Liberte by Club Acquarius, the vertical integration process Air Liberte -Look Voyages and the acquisition of the air transporter Corsair by the touroperator Nouvelles Frontieres have followed the same objective and that is exploiting at the smallest price the component of the touristic product distributed to the consumers.
The Accor group reunites Sofitel, Novotel, Mercure, Ibis, Etap Hotel, Formule 1, Motel 6 and it gave birth to the Episodes agency, specialized in short sejours and weekends and also achieving a vertical integration of the services distribution.
On the international touristic market we can identify a horizontal integration (concentration) tendency by grouping the tourism firms which exercise identical activities. Among the objectives and advantages of such a development a tendency in maintaining a dominant position on the market can be noticed, a better coordination of different types of activities, a better position regarding the banks, sales controland a greater economic efficiency.
The adoption a horizontal integration strategy can be found at the level of:
Hotels and here we can mention the voluntary and the integrated ones which are also developed as franchise networks ( Holidays Inn, Hilton, Marriott, Choice Hotel, Inter-Continental);
Alimentation units ( Mc Donald`s, Burger King, Kentucky Fried Chicken, Pizza Hut);
Companies which offer automobiles to be rented (Hertz, Avis, Budget);
Touroperators who have constituted very powerful groups almost in each country: Thomson, Owners Abroad and Airtours in Great Britain, TUI and NUR in Germany, America
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