Analyzing Business Strategies of Flight Centre Travel Group: An Essay

This essay examines the business strategies of Flight Centre Travel Group (FCTG), focusing on its operations in 23 countries and its success as a global travel management network. The essay highlights the importance of self-awareness, emotional intelligence, and motivation in the company's smooth operation. It explores how FCTG addresses group behavior, cultural, and generational differences. The company's history, starting from 1982, is discussed, emphasizing its collaborative work environment and successful integration of cultural differences. The essay further analyzes FCTG's use of emotional intelligence, its approach to employee training, and its strategies for maintaining high motivation levels through targets, rewards, and a healthy work-life balance. The company's ten philosophies are also outlined, along with its ability to respond to diverse cultural dimensions within its global operations. The essay concludes that FCTG effectively cares for its customers and employees, developing an organizational culture based on emotional intelligence and an acceptance of group behavior and cultural differences.

Running head: STRATEGIE OF BUSINESS
STRATEGIE OF BUSINESS
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The aim of this essay is to discuss the business strategies of Flight Centre Travel Group
(FCTG) based on its operation in the 23 countries of the world. This particular company has a
huge corporate travel management network working successfully for more than 30 years. This
global travel group is worth over $20 billion (Fctgl.com 2018). This essay will be discussing the
importance of self-awareness, emotional intelligence and motivation in the smooth operation of
the company and deconstruct the nature of group behavior, cultural and generational differences
which potentially create issues in the other companies and lead to face challenges in the global
market.
The company starting from 1982 has been working as a group. The journey began when
Graham Turner and Geoff Harris transformed their bus service to a travel agency. This team of
two took this company to become the first travel agency group to list on the ASX. The company
name is suggestive of collaborative work and have a long history of successful team work. As
mentioned before, the company has huge global market that covers 23 different countries and 80
markets. Therefore, it successfully integrates the positive aspects of the cultural differences and
provide training to the employees so that they can match the healthy and supportive company
culture (McCleskey, 2014). The company influences the employees and other stakeholders to
behave as a family so that any issue can get solved quite easily.
To the Flight Centre Travel Group, all the stakeholders are their people and it cares for all
of team. Thus, FCTG uses emotional intelligence which refers to the company’s ability to
understand, recognize, manage and reason with emotions. It has been used by Flight Centre
Travel Group to be a success factor. As the theories of emotional intelligence reveals there are
several requirements to develop emotional intelligence. Self-awareness is the own unique quality
of the company to understand its individual tendencies. It helps the company to perceive the

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emotional state of the employees and proceed in behaving in certain ways. This leads to social
awareness that ignites the company to recognize the emotions as well as inner thoughts of the
stakeholders. Thus, the company has successfully coupled self and social awareness to develop
relationship management (Ramchunder & Martins, 2014). The company’s culture to remain
aware and flexible to the emotional states, the employees can ensure constructive and positive
behavior towards their colleagues as well as the customers.
Flight Centre Travel Group has more than 30 brands and a huge diversity in the
workplace. Therefore, maintaining a consistent and positive work culture becomes difficult
often. The company aims to create a real positive, fun, inclusive and siding place to work in the
organization. Therefore, the organizational culture has mandated the presentation of shared
values, attitudes, belief systems and set of assumptions which is essential for the people in the
positive work culture usually share. The company has mandated improvement of teamwork in
the workplace where the employees irrespective of race and culture share their views for
supporting the growth of the team and for that matter the organization.
Flight Centre Travel Group has reached the pinnacle of success within these few years as
it possesses highly resourceful as well as motivated teams of employees with it. The company
ghas implemented some effective processes to keep the motivation level high among the
employees. In order to do this, the company follows some very important techniques matching
with the organizational culture of the company. This include effective employee training process,
achievement of targets and rewards and promoting a healthy lifestyle to the employees. The
company aims to keep the ambience of the workplace to be positive as positivity breeds positive.

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The work culture of the firm therefore has become a motivating factor where the
employees possess all the needed resources which allow them to reach the root of the problems
and find solutions. The employees are trained in such a manner that the employees can work on
the most difficult aspects that they do not posses any confidence. There are targets in the
company divided into departments or teams (Vasilagos, Polychroniou & Maroudas, 2017). This
enhances competition in the company which motivates the employees to earn incentives. The
employees are also motivated with the healthy lifestyle and work life balance that the company
allows to foster. It also recognizes the efforts of the employees and give rewards in the forms of
incentives (Walker & Soule, 2017). These efforts of the company incur productivity and
motivation among the staffs.
The company has ten very important philosophies which covers the development of the
stakeholders, fulfilling responsibilities for the future and supporting a healthy working
environment as well as heathy personal lifestyle of the employees. The first philosophy refers to
the people assisted with the company and taking care of their wellbeing and development.
Second philosophy refers to the recognition of the customers as the company changes its
strategies with the choices of the customers (Fctgl.com 2018). Third philosophy refers to the
consideration of future though promotions and clearing pathway for achieving career goals.
Fourth philosophy is taking responsibility of the success and failure. The fifth responsibility is
egalitarianism and unity. These five philosophies are added with the business model. This
includes ownership, incentives, standard system, family-village-tribe and finally profit.
Cultural diversity in Flight Centre Travel Group is huge as this operates in eighty
different market, it works with different shareholders, customers, employees and suppliers.
Therefore, the company knows how to responds to the different cultural dimensions in the world

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and get full support from the stakeholders (Bussmann & Niemeczek, 2017). Various approach to
cater the needs of the different cultures have made the company efficient in continuing its
business effectively.
Therefore, it can be concluded that Flight Centre Travel Group efficiently offered the
care to its customers as well as their employees. With a long experience of operating in the
foreign market, the company has developed its organizational culture based on emotional
intelligence and accepting he nature of group behavior, cultural and generational differences.

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References:
Bussmann, K. D., & Niemeczek, A. (2017). Compliance through company culture and values:
An international study based on the example of corruption prevention. Journal of
Business Ethics, 1-15.
Fctgl.com. (2018). Our Philosophies - Flight Centre Travel Group. Retrieved from
http://www.fctgl.com/about-us/our-philosophies/
McCleskey, J. (2014). Emotional intelligence and leadership: A review of the progress,
controversy, and criticism. International Journal of Organizational Analysis, 22(1), 76-
93.
Ramchunder, Y., & Martins, N. (2014). The role of self-efficacy, emotional intelligence and
leadership style as attributes of leadership effectiveness. SA Journal of Industrial
Psychology, 40(1), 01-11.
Vasilagos, T., Polychroniou, P., & Maroudas, L. (2017). Relationship Between Supervisor’s
Emotional Intelligence and Transformational Leadership in Hotel Organizations.
In Strategic Innovative Marketing (pp. 91-95). Springer, Cham.
Walker, B., & Soule, S. (2017). Changing company culture requires a movement, not a
mandate. Harvard Business Review, 2-6.