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Airtours plc has grown from small beginnings as a Lancashire travel agency in the late 1970s to become a major integrated travel group with operating companies in the UK, Scandinavia and North America. The travel industry is characterised by fierce competition and by the integration of transport with accommodation and intermediaries. This case illustrates the history and growth of a major player in the industry and allows comparisons to be made with a number of its major competitors. Learning objectives: to identify and explain the strategies employed by Airtours during major phases of its development; to analyse the performance of Airtours relative to major competitors; to consider the advantages and potential dangers of integration; and to examine the management culture of Airtours. This case can be used on its own or in conjunction with the case ''UK Outbound Tour Operations: A Sector in Transition'' (397-039-1).