Tourism Brand Profiles: Aligning Values & Career Goals

This report provides an analysis of various brand profiles within the travel and tourism industry, including Flight Centre Travel Group, Concierge Traveller, Hello World Travel, and Hunter World Travel, alongside a personal brand profile for Wise Trip. The analysis focuses on core values, strategic direction, business objectives, stakeholder identification, and customer value points. Commonalities between the brand profiles are identified, such as a focus on customer satisfaction, innovation, and community contribution. The report further explores the alignment of organizational objectives and values with professional career aspirations, outlining steps to connect with a chosen organization and emphasizes the importance of developing skills and understanding customer requirements for career advancement in the travel and tourism sector. This document is available on Desklib, a platform providing study tools and resources for students.

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Contents
Contents...........................................................................................................................................2
MAIN BODY..................................................................................................................................1
Research of different brand profiles in the travel and tourism industry in which a person is
interested for potential employment............................................................................................1
Review and reflect on individual brand profile completed in Assessment 2..............................2
Identify commonalities between the brand profiles of each organisation and individual brand
profile...........................................................................................................................................3
Analyse the organisations’ objectives and values carefully. Do they align with professional
career aspirations? If so, identify and explain the steps you will take to connect with your
chosen organisation.....................................................................................................................3
REFERENCES................................................................................................................................4

MAIN BODY
Research of different brand profiles in the travel and tourism industry in which a person is
interested for potential employment.
Core values, philosophies and beliefs:
 Flight Centre Travel Group is one of the Australian companies which is focusing on their
customers and employees. It is also believing in integrity, honesty as well as attitude. It is
a company that also cares about its employees like their health and well-being, financial
security and other things (Astrachan and et. al., 2019).
 Concierge Traveller is one of the travel agency companies which is focusing on values
like Together, Genuine, Inventive, Optimistic and Experienced. It is also focusing on
principles like safety and responsibilities, compliance with laws and regulations and
others.
 Hello world travel is one of the company which is focusing on creating values for money,
quality as well as innovation for fun that create a sense as well as also create competitive
advantage for the business.
 Hunter travel group is one of the organisations which is focusing on the core values like
safety, reliability and operational performance.
Strategic direction and motivation:
 Flight Centre Travel Group is focusing on fulfilling expectation of customers by
enhancing their experience of tour and traveling activities.
 Concierge Traveller is one of the organisation which is focusing on offering customers
with the great holiday packages which is creating value for money.
 Hello world travel is an organisation which is focusing on developing innovation in order
to get advantage in the business (Foltean, 2019).
 Hunter World Travel is a business which is moving in the direction of creating good for
purpose of online travel fulfilment and satisfaction of their customers.
Business objectives, identification and stakeholders:
 Flight Centre Travel Group is a company that is also concerned for society as they are
considered personal and professional development in society which is important for
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community development. There are different stakeholders in the company like suppliers,
employees, customers and shareholders.
 Concierge Traveller offers an overview for different principles, beliefs and values that is
adopted by the organisation. It is setting out different business practices in different areas
and also it highlights the minimum standards expected by employees. Shareholders of
this organisation includes the customer, shareholders, suppliers and employees.
 Hello world travel is one of the organizations which is focusing on best deals on flights,
hotels, cruises and holiday packages. There are different stakeholders of the company
which includes the shareholder, supplier, employees, government and customers (Ives
and Müllner, 2021).
 Hunter World Travel is one of the organization which is focusing on the objective that is
commitment for the excellent customer service.
Customer value points:
 Flight Centre Travel Group is considered customers as its priority and also cares about
offering them great travel experiences.
 Concierge Traveller is considered customer safety at the first and also focuses on
improving its services and preventing injuries.
 Hello world travel is an organisation which is focusing on the getting feedback from the
customers in order to ensure improvement in the business operation.
 Hunter World Travel is focusing on customers by offering them effective customer
service.
Review and reflect on individual brand profile completed in Assessment 2
My individual brand portfolio is for the Wise Trip. It is one of the brand which is focusing on the
core values customer centric approach as it align requirement of customers in business offering.
It is a business which is maintaining transparency and accountability in their organisation. It is an
organisation that is also focusing on equality as well as diversity. The strategic direction of my
brand Wise Trip is for improving its own credentials and also for purpose of enhancing the
experience of the customers (Koporcic and et. al., 2018). It is also important in order to develop
own enterprise in the tourism as well as traveling industry. In order to carry out this brand, I have
different skills which will provide me success like leadership skills in order to inspire others and
also critical thinking skills for purpose of developing unique solutions.
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Identify commonalities between the brand profiles of each organisation and individual brand
profile.
There are different commonalities among the various brand profile as well as individual brand
profiles. All these brand profile wants to improve customer satisfaction and also to enhance their
experience. It is essential for the business to focus on their customers as it helps them to get a
competitive advantage in the market and allows them to develop a top position in the
marketplace. All these businesses are also focusing on innovation which is important in order to
introduce something new and also for the fulfilment of the needs and requirements of the
customer. It allows businesses to overcome of competition and also to increase the number of
customers the business (Moufahim, 2022). Another commonality among all these brand profiles
is that they do not want to create a negative impact over the community members and also focus
on things that allow them to contribute towards the society.
Analyse the organisations’ objectives and values carefully. Do they align with professional
career aspirations? If so, identify and explain the steps you will take to connect with your
chosen organisation
The objectives and goals of the business is to start own enterprise and also traveling agency.
Values of the organisation is on customer-centric, transparency and accountability, equality and
diversity. All these values are aligned with the development of professional career goals of the
aspiration. It is important for purpose of developing of my career goals and also attaining career
objectives. In order to develop my career goals, I first need to develop the required skills. It is
also important for me to ensure overall development which allow me to develop knowledge,
learning and other things. It is also important for me to gather the understanding of requirement
of the customers.
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REFERENCES
Books and Journals
Astrachan, C.B., and et. al., 2019. Marketing and branding in family business: Assessing the
landscape and charting a path forward. Journal of Family Business Strategy, 10(1),
pp.3-7.
Foltean, F.S., 2019. Bridging marketing theory-practice gap to enhance firm performance:
Introduction to the special issue. Journal of Business Research, 104, pp.520-528.
Ives, K.J. and Müllner, V., 2021. To Brand or Not to Brand: An Introduction to B2B Branding.
In B2B Marketing (pp. 189-210). Springer, Cham.
Koporcic, N., and et. al., 2018. Introduction: an overview of the current state of B2B branding
research. Developing Insights on Branding in the B2B Context, pp.1-7.
Moufahim, M., 2022. Introduction: Political Branding in Turbulent Times. In Political Branding
in Turbulent times (pp. 1-7). Palgrave Macmillan, Cham.
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