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Файл:The Travel and Tourism Industry. Учебное пособие для студентов вузов, обучающихся по специальностям сервиса и туризма
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12. Work in pairs:
a) Look at the following words and phrases and think of a story
that might combine them all. You may reorder them in any way
you like using any form of the verb:
• a new travel agency has just been started;
• target clientele;
• served as a middle person between a country and its visitors;
• to reach their destination;
• a certain rise in unemployment;
• affects our potential customers;
• borders have long been opened;
• greatest employment prospects;
• will work at a profit.
b) When you have decided upon the story, tell it to your partner.
Then listen to that of your partner. Ask each other as many
questions as you can to learn further details or clarify some
points.
13. Entitle the paragraphs beginning with the words:
Tourism is a dynamic…
The fact that tourism…
14. Divide the text into other logical parts and entitle each of them
15. Give a summary of the text
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Case study
CHEQUING IN
Why are Britain’s hotels so expensive?
Background:
Shortage of hotel rooms in London, coupled with strong demand,
keeps prices sky-high. Besides being the most expensive in Europe, British hotels’ personnel demonstrate incompetence on every level to say
nothing of grubby crockery and dysfunctional plumbing.
1. Read the supporting article and provide detailed answers to
the case questions below.
In the aftermath of the foot-and-mouth crisis, Kim Howells quipped
that a lot of British hotels ‘make ‘Fawlty Towers’ look like a documentary’. Not the sort of thing you’d expect to hear from the tourism minister. But he’s got a point. Your recently married correspondent, for one, is
still reeling from a hotel honeymoon of unforgettable, unutterable awfulness — a stunning exhibition of incompetence on every level, from
grubby crockery and dysfunctional plumbing to a service ethos that would
have made Basil himself cock an admiring eyebrow.
Such experiences don’t come cheap. According to the ‘Which? Hotel
Guide 2002’, British hotels are the most expensive in Europe, from the
lowliest dosshouse up (see chart). The situation is especially bad in London, where a shortage of hotel rooms, coupled with strong demand,
keeps prices sky-high. ‘You can find a good, individual hotel in the middle of Paris for €60 a night’, says Patricia Yates, co-editor of the ‘Which?
Hotel Guide’, ‘but I wouldn’t like to try to find one at that price in London — or to have to stay there.’
The strength of the pound is often blamed, VAT is certainly a factor: at
17.5% it is the second highest in Europe, after Denmark. Elsewhere it hovers between 3% and 10%. But any independent hotelier will tell you that it
is above all the cost of property that accounts for the scarcity of welldesigned, moderately priced, owner-run hotels in central London [6, 37].
Nigh price to bed down
Hotel prices, £ per room per night, 2001
Simple Medium Luxury
0 50 100 150 200
Britain
Sweden
Italy
Switzerland
France
Austria
Spain
Portugal
Greece
Czech Republic
Germany Ireland
Source: The Wich? Hotel Guide 2002.
Vocabulary notes
chequing in непереводимая игра слов: to check in — «ðå-
гистрироваться при поселении в отель» и
cheque — «банковский чек» (имеется в виду,
что стоимость и самих отелей и проживания в них слишком высока)
aftermath последствия какого-либо неприятного или
важного события
foot-and-mouth disease ящур — инфекционное заболевание круп-
ного рогатого скота
33
foot-and-mouth crisis экономический кризис, вызванный в
2002 г. эпидемией ящура, в результате которой в Англии было забито множество
скота, а спрос на говядину резко упал, что
привело к разорению многих фермеров
to quip сказать что-то забавное или умное
tourism minister министр по делам туризма
to have (got) a point çä. быть в чем-то правым
‘Fawlty Towers’ «Фолти Тауэрс» — название вымышленного
отеля, взятое из популярного комедийного
английского телесериала, став именем нарицательным для очень скверных гостиниц,
в которых все идет через пень колоду
documentary çä. документальный фильм
for one çä. например
to reel çä. находиться в полном расстройстве, быть
â øîêå
honeymoon медовый месяц
grubby грязный, немытый
crockery посуда (тарелки, чашки и т.п.)
plumbing водопровод; водопроводная система
service ethos çä. манера, метод обслуживания
to come cheap обходиться дешево
lowly имеющий низкий статус; невысоко коти-
рующийся; непритязательный
dosshouse (Br.E.) ðàçã. ночлежка для бездомных
sky-high çä. на недосягаемой высоте (о ценах, стои-
мости)
shortage нехватка
(Value Added Tax) НДС (налог на добавленную стоимость)
VAT
hotelier владелец гостиницы или ее управляющий
to hover çä. колебаться, варьировать
to account (for smth.) быть причиной, лежать в основе (÷åãî-ëèáî);
объяснять (÷òî-ëèáî)
owner-run hotel гостиница (отель), работу которой возглав-
ляет сам владелец; являясь одновременно и
менеджером, он руководит ее персоналом
34
Case questions:
1. What is Kim Howells’ position in the Tourism Ministry?
2. Where is the famous Fawlty Towers Hotel situated?
3. What does the name ‘Fawlty Towers’ mean?
4. Why did the tourism minister compare a lot of British hotels with
‘Fawlty Towers’?
5. Why is the Economist’s correspondent still reeling from a hotel
honeymoon?
6. How can a stunning exhibition of incompetence on every level
impress the guest?
7. Where are the most expensive European hotels located?
8. Why is the situation in London especially bad?
9. What keeps prices in London’s hotels sky-high?
10. Why have prices in London’s hotels soared?
11. Can the strength of the pound be the reason for so high rates and
prices?
12. What does the term ‘VAT’ mean?
13. What European country has the highest VAT?
14. How does VAT affect hotel prices?
2. Identify key points in the text and extract information from it to
pass on to your partner.
3. Let your partner see whether key points identified by you are
the same as those covered in the text. Let him / her agree or
disagree with you.
35
___________UNIT 3___________
PROMOTERS OF TOURISM
Pre-reading
1. Read and translate the following international words:
àgent
client
rail
bus
slogan
auto
transportation
rental
music
special
hotel
convention
2. Read and translate the following groups of words derived from
a common root:
1) busy — business — businessman — businesswoman — business-
person — businesslike;
2) manage — manager — manageress — managerial — management —
manageable;
3) office — officer — official — unofficial — officiate — officious;
4) arrange — arranger — arrangement — disarrange — disarranged —
arranged — prearrange;
5) market — marketing — marketplace — marketer;
6) social — socialize — socialism — sociable — society;
7) part — party — partner — partnership — partial — partially;
8) accord — according — accordingly — accordion — accordance —
discord — cordial — cordially — cordiality;
9) vary — varied — variety — variable — variability — various —
variant.
broker
start
client
serve
escort
cruise
market
office
company
festival
theater
reservation
total
terminal
phrase
know-how
car
person
manager
individual
percent
state
Reading
3. Read the text and translate it. While reading the text try and
find answers to these questions:
1. Whom do we call a travel agent?
2. What do travel agents usually sell their customers?
3. What do travel agencies make their money on?
PROMOTERS OF TOURISM
Travel Agencies
A travel agent is a middle-person who acts as a travel counselor and
sells on behalf of airlines, cruise lines, rail and bus transportation, hotels,
and auto rental companies. Agents may sell individual parts of the overall
system or several elements, such as air and cruise tickets. The agent acts
as a broker, bringing together the client (buyer) and the supplier (seller).
An agent has quick access to schedules, fares, and advice for clients
about various destinations.
The first U.S. travel agents emerged in the 1880s, selling steamship
and rail tickets and some arranged tours. ‘Ask Mr Foster’ the oldest U.S.
travel agency got its name because a Mr Foster opened a travel information office in St. Augustine, Florida. Anyone in the area who had any
travel questions was told to ask Mr Foster. As business grew, more offices
opened and Mr. Foster decided to adopt the phrase as a business slogan.
Eventually, offices opened in various parts of Florida and spread to New
York and other major U.S. cities.
The American Society of Travel Agents (ASTA) has 28,000 members
in 168 countries that include both travel agencies and travel suppliers.
Total airline sales processed by travel agencies reached $51 billion in
1992. The Airlines Reporting Corporation (ARC) reports that travel
agencies had 32,147 retail locations in 1992. The average travel agency’s
yearly sales are about $3 million. According to Travel Weekly Magazine,
the top fifty travel agencies in terms of sales generated (approximately
$25 billion in revenue) represent 30 percent of total agency sales.
Agents use computer reservation systems (CRS) to access availability
and make bookings. In the United States, the main vendors are as follows:
1. Sabre, which is owned by American Airlines and has more than
100,000 terminals and a 37.4 percent market share
37
2. Apollo, which is owned primarily by United Airlines and has a
similar market share by location but fewer terminals
3. Worldspan, which is shared by four companies (Delta, Northwest,
TWA, and Abacus) and has a 19.3 percent market share with 8,500 sites
in the United States
4. System One, which is owned by Continental Airlines and has a 14.9
percent market share and 6,800 locations.
According to the American Society of Travel Agents (ASTA), a travel agent
is more than a ticket seller. Agents serve their clients in the following ways:
• Arranging transportation by air, sea, rail, bus, car rental, etc.
• Preparing individual itineraries, personally escorted tours, group
tours, and prepared package tours
• Arranging for hotel, motel, and resort accommodations; meals;
sightseeing tours; transfers of passengers and luggage between terminals and hotels; and special features such as tickets for music
festivals, the theater, etc.
• Handling and advising on many details involved with travel, such
as insurance, travelers checks, foreign currency exchange, documentary requirements, and immunizations and other inoculations
• Using professional know-how and experience (e.g., schedules of
air, train, and bus connections, rates of hotels, quality of accommodations, etc.)
• Arranging reservations for special-interest activities, such as group
tours, conventions, business travel, gourmet tours, sporting trips, etc.
Approximately 43,000 travel agencies are currently operating in the
United States, up from 29,548 in 1987. The average agency has between
four and seven full-time employees. The average starting salaries are
$12,000. The average salary for an agent with three to five years service is
$18,000. Agents with ten plus years average $25,000. Managers make an
average of $23,000. Twenty-one percent of agents receive commissions
ranging between 6 and 11 percent of their sales. The average sales volume
per agency is as follows:
• 33 percent of agencies have sales of less than $1 million
• 26 percent of agencies have sales between $1 and $3 million
• 27 percent of agencies have sales between $2 and $5 million
• 14 percent of agencies have sales of more than $5 million
Agencies make their money on commissions. They usually make 10
percent on air travel within the United States and about 11 percent on
international travel. Commission on hotel accommodations ranges from
38
10 to 15 percent and commission on cruise packages ranges from 11 to
14 percent[1, 49—51].
Vocabulary notes
middle-person посредник
counselor консультант
to emerge зд. впервые появляться
rail and bus transportation
on behalf of (smb, smth) от имени (êîãî-ëèáî, ÷åãî-ëèáî)
destination пункт назначения
retail locations зд. туристические бюро на местах
to access availability çä. получать доступ к базе данных о нали-
to make bookings çä. делать заказы, бронировать
market share доля на рынке
car rental = auto rental прокат легковых автомобилей
insurance страхование, страховка
reservation (-s) бронирование, предварительный заказ
gourmet гурман, любитель вкусно поесть
full-time employee работник на полной ставке
part-time employee работник по совместительству
ten plus years çä. десять с лишним лет
to make an average çä. зарабатывать (в год) в среднем
commission çä. комиссионные (оплата труда агента в
to range колебаться (в пределах)
cruise package 1) контракт на круиз (включающий в себя
ж.-д. и автобусный транспорт
чии (билетов, мест в отелях и т.п.)
зависимости от общей суммы всей сделки)
транспорт, услуги и развлечения, полностью организуемые туристической фирмой); 2) круиз, организованный таким
способом
39
Vocabulary focus
4. Match the equivalents:
1) destination a) курорт
2) itinerary b) пункт назначения
3) full-time job c) маршрут
4) employee d) багаж
5) luggage e) железная дорога
6) fare (-s) f) работа по совместительству
7) rail g) сотрудник
8) currency h) плата за проезд
9) part-time job i) валюта
10) know-how j) работа на полной ставке
11) resort k) специальные знания и умения
5. Match the synonyms:
1) business a) enterprise
2) customer b) the United States
3) America c) travel
4) luggage d) airport
5) different e) various
6) hotel f) client
7) terminal g) company
8) agency h) baggage
9) trip i) cosmopolitan
10) international j) inn
11) several k) some
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