Application of Data: Case Study of Flight Centre Travel Group (FCTG)

APPLICATION OF DATA: CASE
STUDY OF FLIGHT CENTRE
TRAVEL GROUP (FCTG)

APPLICATION OF DATA: CASE STUDY OF FLIGHT CENTRE TRAVEL GROUP (FCTG)
Table of Contents
INTRODUCTION.......................................................................................................................................3
POSSIBLE INEFFICIENCIES...................................................................................................................5
APPLICATION OF DATA.........................................................................................................................7
DATA DESCRIPTION AND AVAILABILITY.....................................................................................7
DATA ANALYSIS METHODOLOGY................................................................................................11
CLUSTER ANALYSIS.....................................................................................................................11
REGRESSION ANALYSIS..............................................................................................................12
STAKEHOLDERS....................................................................................................................................15
BENEFITS AND CONSEQUENCES.......................................................................................................15
CHALLENGES TO IMPELEMENTATION............................................................................................16
CONCLUSION.........................................................................................................................................17
APPENDIX...............................................................................................................................................18
REFERENCES..........................................................................................................................................19
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APPLICATION OF DATA: CASE STUDY OF FLIGHT CENTRE TRAVEL GROUP (FCTG)
INTRODUCTION
Data can be broadly defined as a piece or unit of information (O'Neil & Schutt, 2013). In the
past, limitations in technology have restricted the capabilities of data across many fields and
disciplines. The technological limitations meant that only a limited amount of data could be
stored at a time (Vicenc, 2017). This in turn restricted the extent to which data analysis could be
applied. Data analysis refers to the application of mathematical and statistical techniques and
methodologies to data in order to derive inference about aspects of the data (Kirk, 2016).
However, with the advancements that have been made in the field of technology, the storage and
usage of large amounts of data has been made possible. The technological advancements have
resulted in storage devices with huge storage capacities as well as machines with high processing
power (Laudon & Guercio, 2014). This has made the analysis of large amounts possible and
accurate. Big data refers to significantly large amounts of data that has the ability to provide
highly accurate and reliable inferences (Ulf-Dietrich & Uwe, 2014).
The analysis of big data assists in better understanding of the subject of interest. This property of
big data makes it very important in the field of business. In terms of business, big data analysis is
instrumental in cost reduction, marketing, product development, sales improvement and profit
improvement (Galit, et al., 2018).
Big data analysis can be applied in companies in the travel industry such as the Flight Centre
Travel Group (FCTG). The Flight Centre Travel Group (FCTG) is global travel agency that
focuses on providing leisure travel arrangements for consumers (Flight Centre Travel Group,
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APPLICATION OF DATA: CASE STUDY OF FLIGHT CENTRE TRAVEL GROUP (FCTG)
2018). Flight Centre Travel Group (FCTG) has its headquarters in the city of Brisbane in
Australia, where it was founded in the year 1982 (Flight Centre Travel Group, 2018).
Apart from Australia, the company being a global travel agency, it operates in 11 other countries
around the world; New Zealand, China, Hong Kong, Singapore, India, United Arab Emirate
(UAE), South Africa, Mexico, United Kingdom (UK), Canada and United States of America
(USA) (Flight Centre Travel Group, 2018).
The Flight Centre Travel Group (FCTG) offers travel option in flights, boat cruises and road
trips. These travel options are spread across the 15 brands that operate under it. These brands are
Travel Managers, Travel Smart, Round the World Experts, BYO Jet, Aunt Betty, Top Deck,
Flight Center, Student Flights, Travel Associates, My Adventure Travel, Liberty Travel,
Journeys Are Made, Back Roads, Flight Centre (Sports and Events) and Student Universe (Flight
Centre Travel Group, 2018).
This research study is aimed at observing the possibility of application of big data analysis in the
travel industry. The Flight Centre Travel Group (FCTG) will be used as a case study of this
application in the travel industry.
This study is going to explore the possible inefficiencies in the travel industry then identify the
appropriate application of big data for the inefficiencies. The type of data required, its
availability and the analysis methodologies are also going to be evaluated with a sample
expected output presented. Finally, the relevant stakeholders, benefits and consequences of the
proposed application of data, and the challenges of implementing the application of data for
Flight Centre Travel Group (FCTG) will be considered.
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