Hospitality and Tourism Market: Analysis of G Adventures Operations

This report provides a comprehensive analysis of G Adventures within the Australian hospitality and tourism market. It begins with an introduction to the hospitality sector and a description of G Adventures' current business operations, including product offerings, location and distribution strategies, pricing models, customer segmentation, branding and positioning, and current marketing efforts. The report then delves into the importance of integrated marketing campaigns and proposes future strategies for G Adventures, focusing on both traditional and social media marketing. Furthermore, it explores innovative ideas, such as targeting solo travelers, to enhance the company's market presence. The report concludes by summarizing the key findings and emphasizing the importance of adaptability and innovation for sustained success in the competitive tourism industry. References are provided to support the analysis.

Running Head: HOSPITALITY AND TOURISM MARKET: G ADVENTURES
Hospitality and Tourism Market: G Adventures
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1HOSPITALITY AND TOURISM MARKET: G ADVENTURES
Executive Summary
The study focuses on the hospitality and tourism market in Australia and the big giant of that
market i.e., G Adventures. The study provides a clear idea about the current business operation of
the company along with that future campaign that need to be taken by the organisation so that the
can attract more number of customers. The study also focuses on the new idea or innovation that
need to be taken by the organisation in the Australian market. Lastly, the study provides a
conclusion which states that why it is important for the organisation so that they can expand in the
market and earn profit in the near future.

2HOSPITALITY AND TOURISM MARKET: G ADVENTURES
Table of Contents
Introduction..........................................................................................................................................3
Current Business Operation.................................................................................................................3
Future Campaign..................................................................................................................................5
New or Innovative Idea........................................................................................................................7
Conclusion...........................................................................................................................................7
References............................................................................................................................................9

3HOSPITALITY AND TOURISM MARKET: G ADVENTURES
Introduction
Hospitality is considered to be the service industry, which includes food, travelling, lodging
as well as theme park along with spa and all the other services provided to the customers be it local
or international customers (Kotler, Bowen, Makens and Baloglu 2017). This enhance the tourism
of the country along with help the industry to grow and helps the country to earn money from the
tourism. Hospitality and tourism go hand in hand as hospitality industry can grow only if the
country’s tourism industry is growing (Schuckert, Liu and Law 2015).
In Australia G Adventures is a company who provide hospitality as well as tourism service
to both type of customers be it local or international customers. This help the country to become
enrich and country’s economy gradually increase in the process. The company operates all around
the Australian market and the company is quite popular in the country for the quality of service.
Current Business Operation
Business operation is important for the organisation to grow in the market and to earn huge
profit from it by attracting more number of customers towards the brand. This can only be done if
the company or organisation have adopted an effective business operation (Gretzel, Sigala, Xiang
and Koo 2015). There are some parameters which need to be look after by the organisation while
developing the business operational plan. They are namely, products; location and distribution;
pricing models; customers segmentation; branding as well as positioning along with that current
promotion and marketing materials (Jogaratnam 2017).
G Adventures have rightly addressed all the operations that will help them to become
successful in the Australian market. This helped the organisation to become popular in the
Australian market both domestically as well as internationally. The parameters are as follows:
 Products: The products in this sector are tangible as well as intangible in nature. The
main thing which is focused on is the customers experience and their level of

4HOSPITALITY AND TOURISM MARKET: G ADVENTURES
satisfaction. This are intangible in nature and can only be felt by the customers. The
company mainly deals with the service provided to the customers (Dodds, Ali and
Galaski 2018).
 Location and Distribution: G Adventures is located in Australia and they capture most
share of the Australian market. The company distribute their product all around the
Australia which automatically help them to grow in the market and to attract more
number of customers towards the brand.
 Pricing Model: As the company organise tour even outside the Australian region that is
the reason G Adventures adopted the geographical pricing method. This help them to
price according to the geographical location. This automatically help the organisation to
grow as well as to attract more number of customers towards their company (Dodds, Ali
and Galaski 2018).
 Customer Segmentation: G Adventures done the segmentation according to the
geographical area as they provide services to the customers and also they follow the
B2C business model. The customers as well as market is segregated accordingly.
 Branding: The branding of the company is done in an effective way so that they can
attract more number of customers. The company adopted a policy by providing better
quality service so the satisfied customers will do branding of the company with the help
of word of mouth.
 Positioning: G Adventures position their brand as an economical and pocket friendly
company who provide best quality services to the customers in hospitality and tourism.
This automatically help the organisation to grow as well as to attract more numbers of
customers towards their brand.

5HOSPITALITY AND TOURISM MARKET: G ADVENTURES
 Current Promotion: G Adventures is promoting in an effective way in the recent time.
The company is also targeting the solo travellers by promising them to provide like-
minded fellow travellers, which automatically attract more number of customers
towards the brand. This strategy help the organisation to sustain in the market as well as
attract more number of customers towards the brand (Dodds, Ali and Galaski 2018).
 Marketing Material: The company has adopted an effective marketing strategy by
providing 24\7 customer care service to the customers as well as providing world tours
for the local customers as well. The company is also ensuring 100% departure which
attract more customers be it solo or family towards the organisation and help them to
grow in the market.
Fig. 1: Business Operation
(Source: Created by Author)
Future Campaign
Integrated marketing campaign is considered as the combination of multiple channels
namely, email, content, advertisement by displaying as well as social media marketing. This help
the organisation to promote their brand in the market (Key and Czaplewski 2017). This also attract

6HOSPITALITY AND TOURISM MARKET: G ADVENTURES
a large number of customers towards the company or the organisation. This ultimately help the
organisation to attract more number of customers as their main target is to convert the viewer into
the potential customers, which will help them to grow as well as to earn popularity in the market
(Camilleri 2018). Therefore, it is important for the organisation to adopt an effective marketing
campaign to expand their business in the market.
G Adventures is the one of the leading Hospitality and Tourism Company based in
Australian market. The company need to market their brand in the market which will help the
company to grow as well as to attract large number of customers from the market. The company
need to advertise their brand in both the types of media i.e., in traditional media namely
newspaper. The company need to promote their brand in the social media as well as this is the
fastest way to reach to the customers in the recent time. This will automatically help the customers
to attract more number of customers. The company also need to produce an advertisement which
need to be circulated in the social media as well as YouTube. It is important for the organisation to
maintain a social media handle, which will help them to spread their existence as well as offers to
the customers (Luxton, Reid and Mavondo 2015).
Fig. 2: Integrated Marketing

7HOSPITALITY AND TOURISM MARKET: G ADVENTURES
(Source: Created by Author)
New or Innovative Idea
New idea or innovation is require by the organisation to become popular ion the market and
to attract customers. This is important so that the company can meet the customer needs and wants.
This will help the organisation to grow in the market and to attract customers from the market
(Schemmann, Herrmann, Chappin and Heimeriks 2016). The innovative idea can be a product
launch or can upgrade the existing products. The company can also extend the product lines that
are there in the market. Even the company can adopt an innovative as well as creative idea and can
develop an advertisement which will automatically help them to attract more customers towards
their brand (Abbas and Raja 2015).
G Adventures have rightly adopted an innovative and creative idea to attract the solo
travellers as they are the ones who need to be targeted and can extend it or can introduce it as a
new line of product and service that are provided to the customers. The family when they are
travelling to some place most of the time contact the hospitality and tourism company but it was the
solo traveller who never contact a company if they are travelling alone. Therefore, the company
need to come up with an idea to attract the as well by promising them to provide likeminded fellow
traveller. This automatically help the organisation to attract more customers as the company now
can even target the solo travellers. This will automatically promote the company in the Australian
market as well as in the global market and company can generate large amount of revenue from the
market. This is quite a creative idea as well as approach that have been taken by the organisation to
attract the customers.
Conclusion
It can be concluded that the company G Adventures is quite popular in the Australian
market for the quality of service that they provide to the customers. The company also adopted

8HOSPITALITY AND TOURISM MARKET: G ADVENTURES
new business operation, which automatically help them to segregate the market. The company
need to adopt an effective campaign to mark their impression in the market which will help them to
attract more customers. The company also need to introduce the modified product line of an
existing service so that by providing likeminded companion for the solo traveller which will
automatically attract the solo customers as well towards the brand. This will help the company to
grow as well as become popular in the market.

9HOSPITALITY AND TOURISM MARKET: G ADVENTURES
References
Abbas, M. and Raja, U., 2015. Impact of psychological capital on innovative performance and job
stress. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de
l'Administration, 32(2), pp.128-138.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Dodds, R., Ali, A. and Galaski, K., 2018. Mobilizing knowledge: Determining key elements for
success and pitfalls in developing community-based tourism. Current Issues in Tourism, 21(13),
pp.1547-1568.
Gretzel, U., Sigala, M., Xiang, Z. and Koo, C., 2015. Smart tourism: foundations and
developments. Electronic Markets, 25(3), pp.179-188.
Jogaratnam, G., 2017. How organizational culture influences market orientation and business
performance in the restaurant industry. Journal of Hospitality and Tourism Management, 31,
pp.211-219.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality and tourism.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Schemmann, B., Herrmann, A.M., Chappin, M.M. and Heimeriks, G.J., 2016. Crowdsourcing
ideas: Involving ordinary users in the ideation phase of new product development. Research
Policy, 45(6), pp.1145-1154.

10HOSPITALITY AND TOURISM MARKET: G ADVENTURES
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent trends
and future directions. Journal of Travel & Tourism Marketing, 32(5), pp.608-621.