Senior Tourism Market Analysis

The provided assignment is an in-depth study on the senior tourism market, examining its various aspects. It includes references to books and journals that discuss the impact of aging on the tourism industry, transcendental leadership, and the importance of hotel attributes for senior tourists. The analysis also touches upon demographic change, tourism expenditure, and life cycle behavior. Additionally, it explores environmental attitudes among Generation Y students and their foundations for sustainability education in tourism.

Contemporary Issues In
Travel And Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Current issues driving the changes in travel and tourism sector......................................3
1.2 Different issues related to the travel and tourism sector in Brazil...................................4
TASK 2............................................................................................................................................5
2.1 Current trends which influence the changes in travel and tourism sector........................5
2.2 How these trends effects the chosen destination..............................................................6
TASK 3............................................................................................................................................6
3.1 How travel and tourism businesses could respond to the changes...................................6
3.2 Strategies to respond the change......................................................................................7
3.3 Justification.......................................................................................................................8
TASK 4 .........................................................................................................................................9
4.1 Impact of issues and trends that result in the change.......................................................9
4.2 Consequences of firms failing to respond the changes....................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travel and Tourism industry is the vast industry which consists of a group of businesses
which have a common goal to provide necessary and desired products and services to the
customers or travellers. Travel and Tourism industry is considered as one of the worlds largest
industry with the high global economic contribution more than 7.6 trillion $. Travel and Tourism
industry has become world's largest civilian industry (Albayrak, Caber and Bideci., 2016).
According the statistics out of ten persons one person in the world is a part of Travel and
Tourism industry. In this report Brazil is taken as a tourist destination and this report discusses
about the current issues that exists in the travel and tourism sector of Brazil. This report also
discusses about the recent trends in travel and tourism sector of Brazil and how are these trends
influencing the change in travel and tourism sector of Brazil. In this report British Airways is
taken as airline company, it is the largest airline company in United Kingdom based up on its
fleet size. Also it is the second largest company based upon the passengers carried. Present report
discusses about, how British airways responds to the emerging trends in travel and tourism
sectors and also discusses about the impact of these emerging trends on British Airway.
TASK 1
1.1 Current issues driving the changes in travel and tourism sector
Travel and Tourism has become a major industry in Brazil. In Brazil Sao Paulo and Rio
de Janerio are most visited two tourist destinations in Brazil. Tourism rates has touched heights
from the year 2000 onwards. Majors draw-card of Brazil has been its unique cultural integrity
which is coupled with its environmental beauty that has attracted tourist from the various parts
of the countries. Brazil is also famous for business related destinations. Main natural attraction of
Brazil are The Amazon Jungle which famous across the world, Amazon river, beaches and bays,
unique and fascinating animal and plant species and other rain forests. Brazil is facing number of
developing issues related the tourism sector like Brazil is facing the tourism problem as per
Ministry of Tourism Brazil (Alén, Losada and Domínguez., 2016). Brazil is facing some social
issues like poverty, only 10% of Brazilian people have access to over 40% of the country's
income. Which frames a picture of financial instability in Brazil. The slums in metropolitan
which is known as fevalas are very common in Brazil which have a negative impact on the
tourist. With the increase in poverty this has created security issues for the tourists in Brazil.

Most of the common crimes in Brazil are kidnapping, robbing mugging etc. This also created
problems to attract the tourists across the world. Also Brazil is facing major crimes in the major
cities of Brazil which is creating a terrorism issues in Brazil. In addition to the crimes and
terrorism, Brazil is also facing the problems within their law enforcements related to the
corruptions and violence. This has discouraged tourists to report the incidents related to robbing
and violence in Brazil. All these factors has posed a negative impact on the tourism sector Brazil.
1.2 Different issues related to the travel and tourism sector in Brazil
Brazilian tourism industry is facing number of issues that has led to decrease in the
number of tourists in Brazil. Brazil is facing problems in attracting the tourists across the
different parts of the world. According to the Vinicius Lummertz, the president of Brazil's
tourism board, he says that there is a gap between the potential tourism in the world and the
tourism in Brazil (Alexakis., 2015). Now government of Brazil is posing new measure with the
aim to double the number of foreign tourists in Brazil. The government of Brazil is planning to
implement a law which will permit 100 percent foreign ownerships to airline companies. The
main goal is to increase the flight routes across the Brazil and also to lower the cots of
travelling. To over come the issue to increase the number of tourists in Brazil, the government of
Brazil has decided to permit the citizens of Japan, Canada, United States and Australian traveller
to apply for the Visa online instead going to diplomatic office or to any consulate. In order to
increase the number of tourists in Brazil government of Brazil have decided to make their travel
less costlier and also will make the process of Visa easier to deal with the criticism from the
tourists (Diskin., 2017). Another issue that Brazil is dealing with is Violence and Terrorism.
Violence and terrorism has been a big problem with the tourism sector of Brazil. Growth in the
number of robbing, kidnapping, mugging etc has become the area of concern for attracting
tourists. Its is been argued that large number of tourists will leave or skip Brazil because of the
rise in the violence in Brazil. Europe is dealing with the terrorist attacks, which has been
increased in European countries this has led to decrease in inflow or tourists in Brazil. How ever
Brazilian government is taking measures and are developing new policies in order to promote
tourism in Brazil and overcome these issues.

TASK 2
2.1 Current trends which influence the changes in travel and tourism sector
Brazil is the ninth global economic country and is the eighth international source for the
tourists. There has been change in the trends of travel and tourism industry which have the
impact on the tourism sector. The current trends that have changed travel and tourism sector are
as follows:
1. Uncharted destinations: with the growth in tourism travellers are searching for the
destinations which are less crowded and less expensive. Travellers across the world make
a proper research before choosing any destinations and tend to chose those destinations
which are less famous, less crowded and less expensive but attractive. This has led to
growth of tourism in less famous tourists destinations.
2. Work and Travel:At present people prefer to work and travel at the same time. As
compared to past employees has more freedom to extend their professional business
stays to enjoy the professional trips and is really trending in the current scenario (Belch
and Belch., 2015). With the increase in the business trips it has led the changes of Hotels
by not only provide food and services to the customers but also provide the venues for
business meetings.
3. Adventure Travel: According to the study there has been increase in the levels of
adventure travels across the world. People across the world prefer to travel which is full
of risks and adventure. It has become a new culture and Brazilian tourism sector is
taking in note. Now travel and tourism companies are providing such adventure to the
tourists who seek for such adventurous travel.
4. Local experience: Traveller choose to gain the knowledge and experience the local
culture of the chosen destinations.
5. New hotel technology: This is major current trend that has influenced the changes in the
travel and tourism sector (Benckendorff, Moscardo and Murphy., 2015). Many travel and
tourism companies has developed their technological standards to attract the customers
across the world.

2.2 How these trends effects the chosen destination
There are various trends that have impact on the travel and tourism sector of Brazil and
have also affected the product and service offerings of travel and tourism companies. Uncharted
destinations resulted in the growth of services in the less popular destinations. Growth of
Uncharted travel has led to increase in the price of products and services that are offered by local
hotels, shops and restaurants (Breshi., 2018). But its has also increased the level of standards and
the quality of product and service offerings. Work travel has also affected the travel and tourism
sector of Brazil and has also resulted in the growth tourism in Brazil. Travel and tourism
companies make changes in their product and service offerings the change like providing venues
for meetings, wifi, technology and also have to provide high quality service to such type of
customers (Bernini and Cracolici., 2015). As Brazil being rich in social and cultural values has
attracted the tourists to experience Brazilian local culture so this has led growth of offering
cultural product and service to the tourists that have cultural value. Brazil is the hub of the
adventure because of its richness natural resources like forests, animal and bird species has
attracted the travellers across the world. This have affected the product and service offerings
because it has enabled to provide travel service within these dense forests and also led to growth
of hotels near to these sites which offer food and stay to the adventurous travellers.
Technological up gradations has become an important factor in the travel and tourism industry
people tend to choose those hotels and destinations which are technically sound this has resulted
in the changes of product and service offerings in Brazilian tourism sector like Wifi, internet
facilities, lifts etc.
TASK 3
3.1 How travel and tourism businesses could respond to the changes
There has been various changes in the patterns of customer requirements in the travel and
tourism products and services. Some of the changing requirements patterns of the customers are
as follows;
Cost: Customer demand for the low cost for the product and services offered by the industry.
Customers want to drive more from the low cots (Bowen., 2015). Customers have a unique
budget. They frame a budget before choosing any destination and have make their expenses as
per the budget so the cost play an important role for making any decision.

Benefits: Customer not only want to buy the product at low but also want the benefits from the
companies which is free of cost. The benefits could be monetary and non monetary too. In the
recent years customers expectations have grown for the services industries for which they are
paying for.
Technology: Customers are attracted by the technology and wants to remain updated with the
current world. This is proving to be the major requirements for the customers across the world.
Customers nowadays choose make their decisions depending up on the technological levels.
Quality service: Customers across the world have raise their standards of services offered by the
industry. Customers demand a better services from the company and should cared by the
company.
Reliability: Customers want the product and services which is offered to them to be reliable
every time the customer wants to use the product or service.
Transparency: Customers expect the transparency from the company while doing business
with. Transparency related to the pricing, change in the prices, service outages etc. customers
want the openness from the company to which they pay to.
Information: Customers want the information from the companies the moment they start
interacting with the organization. They want to know about entire product and service categories
of the company and only after that customers make their decisions.
3.2 Strategies to respond the change
There are various strategies which can be used by the British Airways to deal with the
changing patterns of the customer requirements. Some of them are discussed below:
1. Build trust: A company should build trust among the customers. A company should
look out for the various ways to gain the trust of the customers like a company can be fair
to its customers, what a company advertise should be provided to the customers (Caber
and Albayrak., 2014). By building trust among the customers will help the company to
deal with the changing requirements of the customers requirements.
2. Technological up gradations: A company should update their technology on the regular
basis. As the customers more and more technological standards from the company so the
company should fulfil the needs of the technological requirements. A company should
provide Wi-Fi, up gradations in automatic security levels and another technological levels
which will increase the satisfaction of the customers.

3. Transparency: A company have to be transparent with its customers, what ever the
changes that takes place in the company like change in prices, offers and benefits a
company has to be transparent with respect to the customers.
4. Quality Service: A company's strategy should be to provide the quality services to its
customers to meet their service requirements of the customers (Carneiro and et.al., 2015).
As this industry mainly provides services to its customers so it has to provide the quality
services to its customers in order to meet its customers requirements.
5. Information: A company should provide information to the customers by using various
sources like social media, websites, blogs etc so that customers can find provide the
information to its customers like information about the offers, flight timings, arrivals and
departures etc. A company can also post their pictures and posts so that customers can
avail the information about the company.
6. Reliability: A company has to be reliable for the customers and has to fulfil all reliability
standards to overcome the change.
3.3 Justification
These strategies can respond the change in the patterns of the customers requirements by
building trust among the customers British Airways can maintain a good relation with the
customers and this will help the company to respond to the change. If the customers have the
trust in the company it will create a loyal customers for the company (Chen and Shoemaker.,
2014). Some time a company may lack in providing quality service to its customers but the trust
will make the customers to ignore certain factors this will help to overcome the change. By
staying updated with the technology a company can attract the customers and also with the rapid
change in the technology a customer expects more and more from the company. So this strategy
will help to respond to the change which vital in the present world. It will also increase the
satisfaction level of the customers at large. With the increase in the customers awareness and
increase in the education level it has become important for the organization to be transparent
with its customers. As customers has various options available to travel so the transparency will
help the company to respond to this change. As British Airways is providing travelling service to
the customers so it is important for the company to provide quality service and product to its
customers. By providing quality service and products to its customers customers get delighted
with the service provided by the company and it is must in the airline industry. Providing

deliberate informations to its customers will help the company in responding the change as
customers can avail the information fro the various sources so by providing deliberate and exact
information will help to overcome the change. This service involve huge risks of crash so the
company has to be reliable by assuring its safety standards of the company to its customers.
TASK 4
4.1 Impact of issues and trends that result in the change
Responses from the company has been really effective for the organization and has a
positive impact on the organization. These responses has improved the performance of the
organization at the broader level. It has made the company more transparent with respect to the
customers. A company has bee able to develop trust among the customers which has attracted
more and more customers for the organization. A company have made its business presence
across various platforms and also has made its information available on the broader level like
social media and other forms of media to gain the customers attention (Chhabra., 2015). This has
improved the performance of the organization as customers can easily avail the information of
the company regarding tickets, flights schedules and timings, offers etc and this has increased
their bookings. A company has also improved their performance of providing the service to the
customers. Increase in the quality of services a company has been able to satisfy its customers at
higher levels. Reliability has led the company to increase their security standards of the company
to make its flights reliable a company has make frequent check-ups of flights before take off and
landing. This has improved the performance of the organization as customers feel safe while
travelling in British Airways (Couto, Tiago and Faria., 2016). All these responses have increased
the overall performance of the company.
4.2 Consequences of firms failing to respond the changes
If the company fails to respond to the changes it will have negative consequence on the
company which can be discussed as follows:
 A company will not be able to satisfy its customers properly
 It will result in the loss of customer for the company, if the customers are not satisfies
they have various options available and customers will switch towards other companies.
 It will also result loss of profit for the company as customers will non longer choose the
organization if the company fails to respond to the changes.

 A company will loose its competitive advantage in the industry and other companies will
take the benefit of it.
 It will also result in lack of satisfaction among the employees working in the
organization.
 It will also result loss of reputation of the company and the brand name.
 It will make difficult for the company to attract the customers.
 It may also result in the winding up of the company if the company will not respond to
the changes
CONCLUSION
It can be concluded from the report that in the present world a travel and tourism sector
have deal with number of contemporary issues. This report also concludes that various issues and
factor are driving the changes in the industry and they have a impact on choosing the destination.
This report also concludes that there are two issues that exists in Brazil are Violence and
Terrorism and second is potential gap in tourism and how these issues have impact on travellers
in choosing the destination. This report also concludes that there are various emerging trends
which are faced by the British Airways related to the changing patterns of customer
requirements. This report concludes that the company develops various strategies to respond to
these changing patterns. Report also concludes that the consequence will be bad for the company
if it fails to respond to the changing patterns.

REFERENCES
Books and Journals
Albayrak, T. Caber, M. and Bideci, M., 2016.Identification of hotel attributes for senior tourists
by using Vavra’s importance grid. Journal of Hospitality and Tourism Management. 29.
pp. 17-23.
Alén, L., Losada, N. and Domínguez, T., 2016.The impact of ageing on the tourism industry: an
approach to the senior tourist profile. Social Indicators Research. 127 (1). pp.303-322.
Alexakis, G., 2015. Transcendental leadership: the progressive hospitality leader’s silver bullet.
International Journal of Hospitality Management. 30 ( 3). pp. 708-713
Belch, G. and Belch, M., 2015. Advertising and Promotion: An Integrated Marketing
Communications Perspective,10th ed. McGraw-Hill Education.New York, NY.
Benckendorff, P., Moscardo, G. and Murphy, L., 2015. Environmental attitudes of generation Y
students: foundations for sustainability education in tourism. Journal of Teaching in
Travel & Tourism. 12 (1). pp. 44-69.
Bernini, C. and Cracolici, M.F., 2015. Demographic change, tourism expenditure and life cycle
behavior. Tourism Management. 47. pp.191-205.
Bowen, J., 2015.Trends affecting social media: implications for practitioners and researchers.
Worldwide Hospitality and Tourism Themes. 7(3). pp. 221-228.
Caber, M. and Albayrak, T., 2014. Does the important of hotel attributes differ for senior
tourists? A comparison of three markets. International Journal of Contemporary
Hospitality Management. 26(4). pp. 610-628.
Carneiro, M. J and et.al., 2015. Motivations to participate in social tourism programmes: a
segmentation analysis of the senior market. Anatolia. 24(3). pp. 352-366.
Chen, S and Shoemaker, S., 2014. Age and cohort effects: the American senior tourism market.
Annals of Tourism Research. 48. pp. 58-75.
Chhabra, D., 2015. Back to the past: a sub-segment of Generation Y’s perceptions of
authenticity. Journal of Sustainable Tourism. 18(6). pp. 793-809.
Couto, J., Tiago, F. and Faria, S., 2016. Baby boomers turning grey: European profiles. Tourism
Management. 54. pp. 13-22.
Online

Breshi, A., 2018. The 15 Most Common Types of Customer Needs (and How to Solve For Them).
[Online]. Available Through: <https://blog.hubspot.com/service/customer-needs>.
Diskin., G., 2017. BRAZILIAN TOURISM INDUSTRY – WAY TO GO. [Online]. Available
Through: < https://www.tourism-review.com/tourism-industry-in-brazil-not-using-its-
potential-news10286>.