Future Changes and Barriers in the Tourism Industry: A Sustainability Agenda for Virgin Holidays

The focus of this poster is on informing the
stakeholders of virgin holidays about the future
changes and barriers in the tourism industry. The
poster incorporates sustainability agenda of the
company along with goals and vision of Virgin
holiday. The past and present operations of the
tourism company are also described in this poster in
relation to sustainability.
Overview
Virgin Holidays is a globally prominent
tourism company which as established in the year
1985. The company offers package holiday services
in popular tourist destinations such as United
States, Canada, Middle East, Africa and Far east
(We are Virgin Holidays, 2022.). From the research
conducting in foundation research project which
focuses on sustainability and impact of COVID-19
on the tourism industry it can be determined that the
UK based tourism company Virgin holiday is
impacted by the stoppage of tourism industry and is
facing sustainability challenges.
One of the most effective ways which help improve
sustainability is to focus on employee health and adopt
sustainability as a part of long-term strategy.
Goals
The primary goal of Virgin Holiday as a
multinational tourism company is to promote and
participate in responsible tourism. The focus of this
goal of Virgin Holidays is to facilitate preservation of
the world and make positive contribution to locals and
tourism destinations (Le and Phi, 2021). This helps
Virgin Holiday attain the goal of ensuring that business
operations support responsible tourism across the
globe.
The tourism industry has been dramatically impacted
because of the COVID-19 crisis because major
tourist destinations as well as enterprise which
support daily functioning of tourist organizations
were closed because of COVID-19 working
restrictions. The emergence of new COVID-19
variants and implementation of restrictions in
various countries has reduced the possibility of
tourism industry quickly recovering from the
pandemic.
In this type of situation is important that
tourism companies such as Virgin Holidays take
steps towards improving sustainability. Virgin
Holidays is facing sustainability challenges which
include maintaining profitability while also reducing
climate change impact of the company. The
company can gain success and increase the
possibility of better recovery from the pandemic by
improving organizational sustainability.
Foundation Year Research Project
INTRODUCTION

It is the goal of the company to offer
consumers a sensory tourism experience. This goal
of the company is related to gaining competitive
advantage in the tourism industry by ensuring that
the tourism package provided by the company
enhance consumer satisfaction to the highest level.
This goal helps the company achieve profit and
complete responsibility to investors of the firm.
Another goal of virgin holidays is to do
business for good and develop innovators so that
consumers are able to not only gain unique
experiences but also this eve high system ability
from their travel experiences. The company
focuses on riding inclusive an adventurous tourism
experience which are created so that local
communities of tourism destination are able to
provide with the help of tourism activities of the
company. This goal of virgin holidays supports
sustainable as well as responsible tourism.
Vision
The vision statement of the company is “to
embrace the human spirit and let it fly.” This
vision statement showcases that virgin holidays is
a consumer centric company and focuses on
providing emotional value to the consumer through
their tourism packages. The focus of the company
on writing consumers humanistic experiences and
enabling emotional fulfilment through tourism is
beneficial for the company in long term.
Consumers nowadays are preferring emotional
connexion from their tourism experience instead of
limiting the travel to material consumption. This
change in consumer preference across the globe is
reflected in the vision statement of virgin holidays
as the company aims to satisfy human spirit of the
consumer.
Past operations
The success of Virgin Atlantic in 1984 prompted
the establishment of virgin holidays a year after
introduction of Virgin Atlantic in 1985. Virgin holidays,
Virgin Atlantic Airways virgin voyages and Virgin hotels
focuses on providing consumers personalised and
satisfactory travelling experience. Virgin holidays have
achieved some level of vertical integration in the travel
and tourism industry. Vertical integration occurs in the
tourism and travel industry when two companies at
different levels of the supply chain are merged or
acquired. In phone text of virgin holidays the company is
connected with virgin voyages and Virgin Atlantic
airways which support air and water travel of the travel
and tourism industry. Apart from this virgin hotels is
another company in the travel and tourism industry which
is connected to virgin holidays and supports vertical
integration of the company.