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CostSaver which is operated by Trafalgar, offers a range of motorcoach tour packages all around Europe and Britain. All CostSaver tours posses the same expert planning as other Trafalgar's products such as the First Class tours. When purchasing a CostSaver package, customers are purchasing the all elements of the tour package, which includes hotel accommodation, sightseeing excursions, and motorcoach transportation meals. The CostSaver packages are developed in order to cater for travellers who want Quality, Value, Reliability and Peace of Mind whilst on vacation.
Trafalgar has developed forty-four different CostSaver tour packages to Europe and Britain in order to cater for the growing demands and preferences of the market. Part of their ranges of tours includes tours which have been designed for 'first time' travellers who wish to visit as many tourist precincts in Europe and Britain as possible whilst on the tour. These tours have been designed specifically for the 'first time' traveller, as they are more leisurely paced with shorter travelling distances than the more expanded in-depth tours designed for the more experienced traveller. CostSaver emphasises on its unique style of escorted motorcoach tours with unbeatable standards of Quality, Reliability and value, a result of Trafalgar's massive buying power. Trafalgar's brand name allows the company to purchase all the essential elements of the tour package at low prices, which are passed on to the consumers of the CostSaver tour packages. Consumers are guaranteed that when purchasing any of the forty-four CostSaver tours it will be of great quality as is evident that emphasies on all tangibles distributed by Trafalgar. By offering such a large extensive range of CostSaver products, allows Trafalgar to effectively target and capture all needs which may exist in the market. All tour packages though touring the same destinations differ in length of time, attractions visited and desired experience in order to give their customer the flexibility to choose a tour package that will suit their lifestyle. Travellers wishing to seek a regional experience of Britain or/and Europe can choose from a range of tour packages including 'Taste of Britain', 'The Elizabethan', 'The Regency' etc All travellers wishing to explore Europe or Britain in-depth also have a range of packages to choose from such as the' Glimpse of Europe', 'European Accent',' The Cosmopolitan' etc. tours can undertake are offered a range of choices including tour which start at Britain going right through to Ireland. For the more professional and experienced traveller who wish to go on a in-depth tour, ranging from tours to Britain and Ireland
As previously mentioned, Trafalgar's CostSaver motorcoach tour packages have been developed with the main intention of catering for the budget traveller. This group of travellers are seeking for a tour package that offers a combination of quality, is attractive in cost, is reliable and offers peace of mind. By selecting Trafalgar, it can be also assumed that the traveller is seeking assurance and guarantee that the trip will be of superior quality as only a world reknown tour operator can deliver. Though Trafalgar tries to aim their products at all age groups, their range of products have been more welcomely accepted amongst the middle-upper age of the market i.e. 5's-50's. One reason, which may explain this, is by the examination of the main elements of these packages. This example was taken from the brochure describing the range of activities available in Europe- 'There are a lot on offer in this fabulous city to fill your evening, ranging from theatre to dinner in one of the many restaurants'.
These low adventure type activities, as described by Plog (10) are those, which may attract the 'psychocentric' tourist. Plog's theory on tourist behaviour suggests the existence of a continuum of tourists ranging from allocentrics to psychocentric exists. Allocentrics as defined by Plog as those travellers who seek new destinations whereas psychocentric at the other extreme, who are those travellers seeking organised mass tourism. Other expectations, which CostSaver tours attempt to satisfy, are those associated with its brand name and image. These include expectations on Quality, Value, reliability and Peace of Mind. The 'quality' factor of the tour can be expected to be satisfied by all elements of the tour package as evident by the terms used in the brochure such as 'luxury air-conditioned motorcoaches', 'experienced professional Tour Directors', CostSaver hotels are at least 'Superior Tourist Class and many First Class'. As indicated in the name, CostSaver tour packages have been designed for the traveller who wishes to take advantage of best value for their money but whilst also still benefiting from Trafalgar's quality service. Another reason for choosing the CostSaver tour package is for the assurance and 'Peace of Mind' that the trip will all be planned and organised for; thus eliminating any worries such as an accommodation booking once at the destination. CostSaver tour packages are also particularly convenient for people who maintain an active lifestyle and wish to make travel as effortless and unproblematic as possible. Other reasons for undertaking a CostSaver tour include the excitement of travelling with other travellers of similar age groups or simply the desire of having a professional tour guide feeding through information.
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The complexity of travel motivations have been highlighted by both Maslow and Compton; who have both identified a number of interpretations on why people travel. One of the most cited studies on tourist needs is Maslow's Hierarchy of Needs. A need can be defined, as 'an internal state of an individual which requires something or some state of affairs to improve the wellbeing of the individual.' Maslow suggests that people have certain physiological needs which are essential for their survival such as food, water etc. Beyond these needs however, he states that there are also other needs important to the well being of a human-being including need for love and be loved, the need for friendship etc.
In Maslow's Hierarchy of needs he has grouped these needs into hierarchy (see Appendix 1). When describing tourist needs in terms of Maslow's pyramid, travellers undertaking a Trafalgar CostSaver tour would probably be trying to satisfy 'esteem/ego needs' and for the more knowledgeable traveller 'self-actualisation needs'. However it should be noted that under the Maslow theory, fundamental needs such as 'basic needs' and 'safety needs' must first be satisfied before seeking to satisfy higher-level needs. The simple act of undertaking a CostSaver tour package can be viewed to be enough to satisfy 'esteem and ego needs'. One of the methods used by Trafalgar in attempting to fulfil the travellers' 'self-esteem' needs is through constant emphasis on the facts that he/she will be touring two of the most famous countries in the world with one of 'the World's Best Selling Motorcoach Tour Operator'. The 'esteem need' also includes the need for status and recognition. Photos and postcards sent whilst on the tour to friends and family from two of the most prestigious countries will no doubt augment one's status. The more experienced travellers who have by this stage satisfied their 'esteem needs' would probably be seeking to satisfy the next higher-level needs on Maslow's Hierarchy which is the 'self-actualisation needs'. In order to cater for this particular group, CostSaver have also designed ' in-depth' tour packages, which offer travellers more 'educational' tours of Europe and Britain.
Crompton's seven 'socio-psychological' factors and two 'cultural' factors can broadly correspond to Maslow's Hierarchy of Needs. These socio-psychological factors expressed by Crompton include escape from a perceived mundane environment, exploration and evaluation of self, relaxation, prestige, regression, enhancement of kinship relations, facilitation of social interaction, novelty and education. The need to 'escape form a perceived mundane environment as explained by Cromptons the desire for a temporary change of environment. This could be evident in the case of the CostSaver travellers who might have been motivated to escape their normal daily work/study lives to Europe and Britain where the culture, people and environments differ. Some travellers might also be motivated to leave their lives behind in order to take this opportunity to re-assess their lives to either refine or change themselves- thus satisfying ' exploration and evaluation of self' motives. Similarly to Maslow's 'esteem needs', Crompton's prestige needs can be satisfied by many ways, one of many examples evident in the brochure is by travelling 'on the latest model motorcoaches from Volvo, Mercedes and Fiat' each with adjustable reclining seats and air-conditioned for additional comfort whilst touring.
Understanding tourist motivations is an integral part of the tourist experience and an essential factor to a company's achievement when operating in the tourism industry as evident in Trafalgar's case. A main contributor to Trafalgar's success is due to their understanding that in order to design their tour 'packages' that would successfully appeal to their target market, it is necessary to understand the key needs, motivations and expectations behind which why people travel.
APPENDIX 1- Maslow's Hierarchy of Needs
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