The numbers game: the role of yield management in the tour operations industry

Abstract

Courtline/Clarksons Holidays‘ collapse in 1974 was directly due to overoptimistic volume targets, which failed to take account of capacity or demand. Despite the availability of techniques such as yield management, tour operators continue to rely too heavily upon tactical pricing in their marketing. This paper outlines the critical relationship between yield management, the management of capacity, impact of price, and stability of tour operators. © 1998 John Wiley & Sons, Ltd.