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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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wards Germany. They don’t mind the BMWs, the Volkswagens and
Miele dishwashers, but they are not much interested in the high culture
so important to the German middle classes.
Moreover, the cheaper flights get, the easier it is to travel south for a
suntan. Only 590,000 British residents visited Germany on holiday last year
(that included trips home by the 100,000-or-so Germans living in Britain),
while 7.4m went to France and 8.2m to Spain. But a rotten climate clearly
does not rule out a healthy tourist industry, as Britain shows. Think of all
the Germans who visit Britain. Germany wants a bit of reciprocity.
But a whole generation of British schoolchildren has grown up associating Germany only with Hitler. There is almost nothing on television
about modern Germany, but still much about the war — 12 programmes
in one six-day period. Around 80% of history students opt to study Nazi
Germany: it helps them through exams because it is the only subject they
can study for the national curriculum. Teachers like the subject because
its horror and dark glamour compel attention. Most history students cannot study post-war Europe even if they want to.
This may change. Partly in response to these concerns, Charles
Clarke, the education secretary, has launched a review of the way history
is taught. The conference called for more exchange programmes for
schoolchildren. In the meantime, the average Briton is thus far more
likely to meet a German on the Costa del Sol than on his own soil —
with a competitive dash to the sun-loungers and buffet table [9, 43].
Vocabulary notes
liberating зд. свободный, лишенный каких-либо соци-
альных, дискриминационных ограничений
chaos [~keICs] хаос; полный беспорядок; бедлам
state-owned çä. государственный
television broadcaster çä. телеканал
to put out çä. транслировать, передавать (в эфире)
alas óâû
alluring привлекательный, притягательный
ambassador посол
to host çä. созывать, устраивать, организовывать
(на своей территории)
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the British зд. британцы (не только англичане, но так-
же шотландцы и валлийцы)
to work out çä. выяснять, определять
to fascinate приводить в восторг, восхищать, очаровы-
вать, пленять
delicately çä. осторожно, робко; вежливо
‘over-branding’ çä. чрезмерная известность (репутация)
Romanticism романтизм (течение в литературе и искус-
ñòâå)
package holiday
(= package tour)
pilgrimage паломничество; перен. длительное путеше-
de rigueur франц. модный
to intervene вмешиваться; вклиниваться (нарушая что-
serious-minded çä. серьезно относящийся к своей учебе
reunification çä. воссоединение в 1990 г. в единую Гер-
government’s move to
Berlin
slog тяжелая, утомительная работа
slew àìåð. ðàçã. большое количество, очень много
reciprocity çä. взаимодействие; сотрудничество; пари-
to compel çä. привлекать
rotten çä. отвратительный (дождливый и туман-
Costa del Sol èñï. Коста-дель-Соль — Солнечный берег
организованная туристическая поездка
(тур); комплексное турне (проводится с
использованием нескольких видов транспорта и включает различные виды обслуживания туристов)
ствие с целью поклониться священным или
чем-то дорогим для человека местам
ëèáî)
манию (ФРГ) двух немецких государств —
ФРГ и ГДР, созданных в результате Второй
мировой войны
переезд правительства в Берлин (из Бонна —
бывшей столицы ФРГ)
òåò (между двумя странами)
íûé)
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(часть южного побережья Испании, где
расположены известные курорты, популярные как среди немцев, так и англичан)
education secretary министр образования
average средний; типичный
own soil çä. родина
dash çä. нюанс; неброское, но веское преимуще-
ñòâî
sun-lounger (Br. E.) раскладной шезлонг для приема солнечных
ванн, на котором можно как сидеть, так и
лежать
buffet table зд. шведский стол
Case questions:
1. Why are educated Germans drawn to Britain?
2. How many Germans visit Britain every year?
3. Do the British also often visit Germany?
4. What country is considered to be the home of Romanticism?
5. Why did the British use to be fascinated by Germany?
6. Who organised the first foreign package tour of Germany in Brit-
ain? When?
7. Why is Germany sometimes called the land of Schiller, Goethe
and Thomas Mann?
8. Why was a pilgrimage to Germany de rigueur for serious-minded
students only until the early 1930s?
9. What happened in Germany in the early 1930s?
10. What happened in Berlin in 1989?
11. What happened in Germany in 1990?
12. What prompted Germany to think again about its image in the
early 1990s?
13. Why will selling Germany in Britain be a slog?
14. When did the border between the two German states disappear?
Why?
15. What were the names of those states?
16. Which state was bigger?
63
17. Why are most British rather indifferent towards Germany?
18. Are most British much interested in the high culture so impor-
tant to the German middle classes?
19. Why don’t Britons mind the BMWs and the Volkswagens?
20. Does a rotten climate rule out a healthy tourist industry?
21. Whom do British schoolchildren associate Germany with? Why?
22. Why do British students like to study Nazi Germany?
23. Why do British teachers like this subject?
24. What is Charles Clarke’s position in Britain’s government?
25. Why has the education secretary launched a review of the way
history is taught in Britain’s schools?
26. Where will the average Briton meet a German far more likely —
on the Costa del Sol or in Germany? Why?
Role-play:
Pretend you are a general manager of a London travel agency. You
have just found out that three teachers from Brighton are about to buy a
tour of Bavaria and its capital Munich, but they are not certain. You decide to coax them to buy the tour by all means.
While making out your plan of the conversation consider
the following issues:
• a whole generation of British schoolchildren has grown up associating Germany only with Hitler;
• the history of relations between Britain and Germany is very
complicated;
• the cultures of Britain and Germany are rather different;
• the border between the two German states has long disappeared;
• most British do not find the idea of visiting Germany very allur-
ing;
• Germany is the land of Schiller, Goethe and Thomas Mann;
• the BMWs, the Volkswagens and Miele dishwashers are well
known and widely used in Britain;
• Germany is one of the leading Western democracies;
• more and more British residents visit Germany on holiday;
• flights to Germany get cheaper with every passing year.
64
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
or disagree with you.
in the text. Let him / her agree
Case 2
HYATT HOTELS
Background:
Hotels can only be prosperous if they are able to meet the guests’
needs by introducing innovative and diversified services and providing
personalized approach — fundamental to achieving customer satisfaction.
1. Read the supporting material and provide detailed answers
to the case questions below.
One of the positive aspects of the decentralized management structure at Hyatt Hotels Corporation is the fact that the individual manager is
able to be extremely customer-responsive by developing a thorough
knowledge of the guests’ needs and thereby providing personalized service
— fundamental to achieving customer satisfaction. This is, in fact, the
ultimate purpose, which Hyatt attains at high levels.
Perhaps the most striking result of this forecasting is, again, the introduction of innovative and diversified products and services. For business travelers, for example, Hyatt recently introduced the Hyatt Business
Plan, which includes fax machines in every room, twenty-four-hour access to copiers and printers, and other features designed to address the
needs of the targeted clientele.
Hyatt has also been on the forefront in developing faster, more efficient check-in options, including a phone number, 1—800-CHECK-IN,
that allows guests to check in to their hotel rooms by telephone. In addition, the needs of families have been considered as well. The company
offers Camp Hyatt, the hotel industry’s most extensive children’s program. [1, 132—133]
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Vocabulary notes
positive aspect положительный аспект
customer-responsive çä. реагирующий на нужды клиентов
individual manager çä. каждый менеджер в отдельности
satisfaction удовлетворение
forecasting çä. прогнозирование
access доступ
copier копировальный аппарат; ксерокс
targeted clientele намеченная заранее, определенная, целевая
клиентура
check-in options различные варианты регистрирования кли-
ентов при заселении
Case questions:
1. What helps the individual manager become extremely customer-
responsive?
2. What is fundamental to achieving customer satisfaction?
3. What ultimate purpose does Hyatt attain at high levels?
4. What did Hyatt introduce recently for business travelers?
5. What does the Hyatt Business Plan include?
6. What does a special phone number, 1—800-CHECK-IN, allow
guests?
7. What does the company offer Camp Hyatt to meet the needs of
families?
2. Identify key points in the article 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 article. Let him / her agree
or disagree with you.
66
___________UNIT 5___________
BUSINESS TRAVEL (part 2)
Pre-reading
1. Read and translate the following international words:
percentage
cent
produce
product
constant
favor
sum
factor
2. Read and translate the following groups of words derived from
a common root:
1) compare — comparison — comparative — comparatively —
comparable — incomparable;
2) corporate — corporation — corporative — incorporate — corpo-
ratism — corporator;
3) economic — economical — economically — economics — econ-
omy — economize — economist;
4) favor — favorite — favorable — favoritism — unfavorable
5) industry — industrial — industrially — industrialize — industrial-
ized — industrious;
6) manage — manager — manageress — managerial — management —
manageable;
7) please — pleasing — pleased — unpleased — displeased — pleas-
ant — unpleasant — pleasure — displeasure — pleasurable;
8) real — really — reality — unreal — unreality — realize — realiz-
able — realist — realistic — unrealistic — unrealistically.
future
industry
analysis
combine
major
rental
economist
passenger
consultant
consulting
director
aviation
marketing
reservation
comfort
management
Reading
3. Read the text and translate it. While reading the text try and
find answers to these questions:
1. What is Ed Callaghan’s position at American Express?
2. What is supposed to be an office away from office for business
travelers?
3. How can hotels please their business travelers?
4. How much money do American companies lose each year due to
deviations from corporate policy?
BUSINESS TRAVEL (part 2)
(continued)
Business travel, which has long been the mainstay of airlines and hotels, will likely gradually decline as a percentage of all travel, which includes leisure travel. Leisure travel is forecast to increase due to a favorable economic climate, which in turn produces increased discretionary
income. Many people now have more leisure time and higher levels of
education, and the cost of travel has remained constant, or dropped,
compared to inflation and other costs combined. These factors indicate a
bright future for the travel industry.
An analysis of business travel costs by the Wall Street Journal tracks
travel prices with the weekly Dow Jones Travel Index, which looks at average business and leisure fares on twenty major routes, as well as the cost of
hotel rooms and car rentals. An annual increase in travel costs of four percent is significant for a group who spends upwards of $130 billion a year
on travel. Bob Litchman, head of corporate travel at Bay Networks in Santa
Clara, California, says a four percent increase would add $600,000 to his
domestic travel budget. Business travelers pay most of the increases,
economists say, because they are the passengers who really contribute to an
airline’s earnings. The major domestic airlines receive thirty-three cents per
passenger per mile for full-fare tickets — more than twice what they get for
discounted tickets. In other words, airlines sometimes lose money on their
leisure travelers and make money with their business travelers.
An increasing number of business travelers are able to make their
own travel arrangements on-line. For example, in the middle of a client
68
meeting Suzie Aust, a meeting consultant, realizes that she has forgotten
to book the next day’s flight. She pulls out her laptop, gets on-line, and
books the flight. Corporate America is worried about travelers like Suzie
because they are often able to skirt corporate policies when making their
own reservations. Some companies use a product from Microsoft and
American Express. Code-named Rome, the product will allow companies
to control their own travelers by insisting that employees buy their own
tickets through American Express. Needless to say, American and United
Airlines are each rolling out similar products. Ed Callaghan, president of
corporate services for American Express, estimates that American companies lose $15 billion a year due to deviations from corporate policy. And
the portion of that sum lost to on-line reservation systems ‘is ramping up
quickly,’ he says. Between 786,000 and 1.8 million business travelers are
wired, according to Addison Shonland, director of aviation, travel, and
marketing for CIC Research, in San Diego. The Eastman Group, a man-
agement consulting and travel software group, predicts that by 2007, approximately 65 percent of travel will be ticketless and by 2010, 99 percent
of all airline travel will be ticketless.
Hotels are, for business travelers, supposed to be a home away from
home. However, in some cases, they are more like the office away from
the office. For hotels that are aiming to please their business travelers,
they must not overlook the homier touches such as feather pillows and
old-fashioned inn-keeping virtues: cleanliness, comfort, safety, attentive
service, and peace and quiet [1, 62—63].
69
Vocabulary notes
mainstay çä. перен. главная поддержка,
опора, оплот
favorable благоприятный
discretionary income ýêîí. дискреционный доход (тра-
тится на нужды, не являющиеся
жизненно необходимыми)
drop зд. резко снижаться; падать
to look (at smth.) зд. рассматривать, анализировать
(÷òî-ëèáî)
car rental прокат легковых автомобилей
domestic внутренний, в пределах страны
to roll out çä. выпускать новый товар или
предлагать новый тип услуг
full-fare çä. за полную стоимость
discounted çä. со скидкой
laptop переносной (портативный) ком-
пьютер (ср. неологизмы: лэптоп,
ноутбук в русском языке)
to get on-line зд. подключаться к сети (входить
в Интернет)
to book à flight заказывать (покупать) билет на
авиарейс
to skirt обходить; не соблюдать (правила)
deviation отклонение (от правила, нормы
или стандарта)
corporate policy политика (установка, курс, сово-
купность принципов) организации
on-line reservation system система заказа авиабилетов через
Интернет
to ramp (up) увеличиваться, возрастать
wired çä. заказывающие билеты через
компьютер
software компьют. программное обеспечение
to aim (to do smth.)
to be aimed (at doing smth.)
иметь целью; стремиться (сделать
что-либо)
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