La Trobe University: Business Analytics & Escape Travel Analysis

This report analyzes the outbound tourism of Australia, focusing on Escape Travel's business strategies using business analytics tools. The study uses data from a customer survey, analyzed with IBM Cognos and SAP Lumira, to understand customer preferences and travel patterns. The analysis identifies key demographics, income groups, and travel destinations that Escape Travel should target. Results indicate that individuals aged 30-40 with an income between $70,000 and $90,000 are prime clients, with European countries being a popular destination. The report concludes with recommendations for Escape Travel to focus on these segments to enhance their business and tailor their offerings effectively. Desklib offers similar solved assignments for students.

Running head: PRINCIPLES OF BUSINESS ANALYTICS
Principles of Business Analytics
Name of the Student:
Name of the University:
Author’s Note:

PRINCIPLES OF BUSINESS ANALYTICS 1
1.0 Introduction
Presently Australia is considered among one of the largest exporter of tourism across the
world. As per the statistics provided by the Australian Bureau of Statistics in the Tourism
Satellite Account it has been observed that the net overflow of tourism was nearly around $667
million. It has been observed that the pattern is changing with the passage of time as the tourism
industry of Australia anticipates that the country will become the net transporter if tourism in the
upcoming ten years and this is because the outbound tourism is increasing at an increasing rate
than that of the inbound tourism.
The outbound tourism of Australia needed to be focused more precisely as this has been
an under-examined issue till now. A few researchers have outlined certain key factors that
determines the outbound tourism of Australia. Comparatively the lower level of exertion gives
rise to the tendency of investigating the opportunity of outbound tourism of the country
furthermore (Kalyvas and Albertson, 2015). This is because of the fact that the level of
commitment towards the inbound travel is supposed to be substantially lower than that of the
inbound travel. Inbound travel is identified to be a good influence over the foreign exchange and
it leaves a positive impact over the GDP as well. This enables to work and bring forward tax
income to the government of the country (Choi et al., 2017).
In this context it is necessary to mention that the outbound travel leaves a positive impact
over the Australian economy and hence needs further exploration so that the business
organizations operating in this industry can make effective business decisions. As pointed out by
the ABS the aggregate expenditure of the outbound travelers was around $35 billion during the
time period 2016-2017. The lifestyle of the Australian people and several other factors such as

PRINCIPLES OF BUSINESS ANALYTICS 2
hostile universal situation may have influenced the behavior of the Australian people in relation
to decision making regarding the international ventures. It is quite likely that the versatility
which had been examined previously may become obsolete at present (Xu et al., 2016).
Since the past fifty years it has been observed that the tourism industry of Australia has
shaped itself to achieve the position to which it belongs nowadays. The cornerstone of this
establishment is the exporters and vacationers both planned the leisure schemes of the recipient
nation at comfort, search for additional value and at the same time reduces the cost of the
selected items. The tour operators also exploited the opportunity through enhancing their
attractiveness by providing budget tour programs to the travelers however, increased their
monetary benefits through arranging group tours. They just aimed at directing the visitors
towards the tourist destination which would help them to accrue revenue that would surpass the
cost incurred by them.
2.0 Background of the Research
Irrespective of the fact that a substantial amount of data is available regarding the
industry which unveils that the tourism industry has reached its current position as the perception
of people regarding tourism has changed over time (Duan and Xiong, 2015). However, the
resourceful discoveries have not provided sufficient information about the travel inclination of
people towards the travel. At the basic level, more specifically in order to accrue more of the
market share the Escape Travel aims at analyzing the market information obtained through
surveying the customers. In order to analyze the relevant information regarding the market
situation and the perception of the customers on the basis of which the organization will
determine the target customer segment two business analytical tools have been used. This

PRINCIPLES OF BUSINESS ANALYTICS 3
analysis will also help the organization in determining its pricing and positioning strategies as
well.
3.0 Analysis of Survey Results
IBM Cognos and SAM Lumira are the two business analytic tools which have been use
for analyzing the customer data and thereby obtaining two analytical results. Both of the
solutions have been analysed in this section and on the basis of that further concluding remarks
have also been provided.
3.1 Analytics Solution 1 (IBM Cognos)
Through this tool three dashboards have been prepared which takes into account the
reactions s provided by the client. The primary dashboard as depicted below talks about six
unique perspectives. The primary perspective was to determining the location preference of the
respondents in accordance with different age groups. The outcome projects that the clients who
belong to the Asia Pacific region and Europe are always willing to exhaust their entire budget
irrespective of whether it is a first decision or second decision. From these dashboards it can also
be stated that an individual will certainly be willing to purchase the visit items once the rebates
are provided. Meanwhile on an added notion it has also been observed that they are willing travel
for more than once in a year. Moreover, the people who are willing to take a trip are more likely
to spend a lump sum amount of their budget. However, this pattern cannot be recognized
perfectly in accordance with the age group division. Henceforth it can be recommended to the
Escape tourism that the company should focus more on people belonging to all the age groups.

PRINCIPLES OF BUSINESS ANALYTICS 4
Figure 1: Dashboard 1
Figure 2: Dashboard 2

PRINCIPLES OF BUSINESS ANALYTICS 5
Figure 3: Dashboard 3
The last two dashboards portrays the recurrence of travel and the travel offers provided to
the clients. It is crystal clear from the analysis that a major number of the clients belong to the
income group of 70000-90000 of pay and overall age gathering. From this specific finding it can
be recommended that the Escape Travel should focus on the central pay group more intensely.
Therefore, the second and third dashboard depicts the inclination o convenience crosswise over
gathering of age.

PRINCIPLES OF BUSINESS ANALYTICS 6
3.2 Analysis Solution 2 (SAP Lumira)
Figure 4: Saplumira 1
Figure 5: Saplumira 2
This section summarizes and projects the findings from SAP Lumira. Taking into account
the first dash board it can be observed that the dashboard projects the demographic information
of the participants. Considering the example, the first figure represents the income distribution of
the participants and it is quite evident from the figure that the people who belong to the income
group 70000-90000 are more inclined towards travelling across the country boarder.

PRINCIPLES OF BUSINESS ANALYTICS 7
The second and third figure again emphasize on elaborating the average travel frequency
in the context of age and average travel offer by age. By observing both the figures it can be
stated that the people who belong to the age group 30-50 are more likely to travel.
4.0 Conclusion
In order to conclude it can be stated that Escape Travel should concentrate over the
individuals who belong to the age group of 30-40 and they should be considered as the prime
client of the company. Moreover, outbound trips to the European countries will also be a major
product for Escape Travel. The cost associated to per visit in the middle of $1200-$4000. Here,
in this context the analytics solution has provided a comparative outcome.

PRINCIPLES OF BUSINESS ANALYTICS 8
Reference List
Choi, T.M., Chan, H.K. and Yue, X., 2017. Recent development in big data analytics for
business operations and risk management. IEEE transactions on cybernetics, 47(1), pp.81-92.
Duan, L. and Xiong, Y., 2015. Big data analytics and business analytics. Journal of Management
Analytics, 2(1), pp.1-21.
Kalyvas, J.R. and Albertson, D.R., 2015. A big data primer for executives. Big data: a business
and legal guide. CRC Press, Boca Ratón Google Scholar.
Xu, Z., Frankwick, G.L. and Ramirez, E., 2016. Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal of
Business Research, 69(5), pp.1562-1566.