INTEGRATION OF THE CONCEPT OF YIELD MANAGEMENT INTO THE MARKETING POLICY OF TRAVEL AGENCIES IN ROMANIA

Abstract

This analysis starts from the idea according to which the activity of travel agencies in Romania significantly developed in the last few years, fact which determines with certainty a series of modifications of the proper course of their activity, of management and marketing processes. The present context caused by the evolution of Sars-CoV-2 pandemic reveals, maybe more than ever, the relevance of the integration of the concept of yield management into the marketing policy of travel agencies, through the complementarity analysis between the elements of marketing mix and yield management.

Interviewing the top-management from two tour operator travel agencies, representative on the national market, emphasizes the implementation of some management systems adapted mainly to their own organizational practices, based on using booking platforms (B2B and B2C), offering Early Booking and Last-Minute packages, overbooking and cost optimization.

Although organization management and marketing policy are part of the regional tourism market dynamics, the new macroeconomic tendencies of the year 2020 need a strategic rethinking which implement, at least partially, the yield management processes, by relating them to the marketing mix where the central elements are market segmentation, reduction of demand and price flexibility according to the market demands.