These companies are identified to be famous packaged tour offering companies in the UK. In keeping with changing scenario of the global industry, the aspects of customer satisfaction, customer relations, service design and most importantly service quality have gained immense significance. Therefore, companies such as GTi Travel Group and Thomas Cook require to ensure that they abreast with requirements of the customers with superior quality of offerings. In this regard, the recommended strategies are described as follows:The GTi Travel Group can adopt a positioning strategy with the objective of improving the brand image as well as competitive position of the company in the UK tourism market. The positioning strategy comprises three methods which include market analysis as well as internal analysis along with competitor analysis. In this regard, the GTi Travel Group should analyse the market conditions with respect to the preferences as well as needs of customers with regard to destinations (Alford, 1998). It has been recognised that the demand for the services offered by tourism companies has increased considerably in recent times. With the increase in the amount of disposable incomes of a large section of consumers, the growth has enhanced manifold. However, still the consumers’ generally demand better tourism packages at reasonable rate. Therefore, the company in order to maintain better customer relations along with providing superior customer satisfaction should also perform an internal analysis with regard to identifying its strengths to provide better services to consumers’ at best possible price (Lohmann, 2004).The company is experienced as well as it offers services according to value for money. Additionally, the company is also required to analyse its competitors and ascertain a price in accordance with which it will be able develop an enhanced competitive position in the tourism industry. This analysis will enable the company to attract more customers as well as offer services in accordance with the requirements of the customers. The facet of service design equally needs to be provided significance by the company within its positioning strategy as it is an evident fact that a lack of consideration towards developing an efficient service design can result in creating gaps. The gaps in service design generally
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