Private Label in the Tourism Industry: The Effects of Economic Crises

Tour operators and travel agencies who produce and sell tourism products under their own labels represent key players among the multiple intermediaries that exist in the tourism industry. This chapter aims to study the direct and indirect effects that the economic crisis has had on these private labels. The economic crisis had a moderate effect on tourism, but it also accelerated a number of changes that had been occurring in the sector. Through the study of the current situation and the one produced in recent years, this chapter develops a series of recommendations for traditional private labels to maintain their income and market position. We ascertained, in particular, that the new information and communications technology has led to a different market situation for tour operators and travel agency labels, which may disclose new opportunities in the process of differentiation and the creation of a competitive advantage.