Evaluating Contemporary Issues and Strategies in Travel and Tourism

This report delves into the contemporary issues affecting the travel and tourism sector, focusing on the challenges and opportunities faced by businesses like Thomas Cook and British Airways. It analyzes key drivers of change, including technological advancements, currency fluctuations, and the impact of terrorism. The report examines current trends such as ecotourism and sustainable tourism, utilizing market research and government analysis to assess their influence. It also explores how travel and tourism businesses respond to these changes, with a detailed SWOT analysis of British Airways and strategies for adapting to market dynamics. Furthermore, the report discusses the consequences of failing to address these issues, providing a comprehensive overview of the sector's complexities and future direction.

CONTEMPORARY
ISSUES

Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1 ................................................................................................................................................3
1.1 Analysis of issues that are driving change in travel and tourism sector....................................3
1.2 Different current issues in travel and tourism sector.................................................................4
TASK 2 ................................................................................................................................................5
2.1 ...................................................................................................................................................5
Covered in ppt.................................................................................................................................5
2.2 Analysis of a current trend using appropriate techniques and resources. .................................5
TASK 3 ................................................................................................................................................6
3.1 Analyse the way in which travel and tourism business respond to changes..............................6
3.2 Strategies developed by the chosen Airline company...............................................................6
3.3 Strategies by which British airways could respond...................................................................7
TASK 4.................................................................................................................................................8
4.1 Analyse the impacts of issues and trends that drive change in the travel and tourism sector....8
4.2 Consequences for business of failing to respond with the changes .........................................9
CONCLUSION....................................................................................................................................9
REFERENCES ..................................................................................................................................10

INTRODUCTION
Travel and tourism sector is one of the fastest growing sector. This is a sector in which
companies engaged in the business of travel and tourism sector are working In the direction of the
customer satisfaction by providing excellent services and packages. This is the fastest and rapidly
changing industry. In this present report, it has been mentioned that there are some issues which
impact on the profitability of the business of companies. People now a days, want to travel the
whole world , so the travel companies are desirous of giving the customers all the facilities and
attractive packages to all kinds of people. This report has been made In the context of Thomas Cook
and also the British airways, which have adopted the strategies and techniques by which they can
increase their profit abilities. Also the Myla travel agency and Thomas Cook company are working
in the directions to make their promotion activities more strong so that their packages can be able to
fulfill their demands. .
TASK 1
1.1 Analysis of issues that are driving change in travel and tourism sector
In this present era, Travel and tourism sector are growing at a markable rate. People travel to
explore new things and places across the world. They want to experience each and every kind of
experience. The companies which are engaged in the business of travel and tourism sector aim to
increase its efficiency and effectiveness by attracting customers by their exciting offers. UK is a
popular destination where tourists from different places come and enjoy their holidays. Tourist
companies like Thomas Cook, aim to provide its customers a comfortable ad luxurious holiday
packages , which leads to customers satisfaction and also ultimately, increases its efficiency. But
now a days, in UK, travel and tourism sector is facing some issues which are responsible to effect
the popularity of tourism sector. The assistant of Thomas cook company has analysed the issues that
are driving changes and affect tour sector are as:
 Technology development: technology development is having a huge impact on the the
development of the travel and tourism sector. In UK, the technology is growing at a
sparkling rate. Also, technology development also increases the connectivity between the
countries which enable the people living in different countries to know about the

destinations and attractions of other countries. In addition to it, due to development in
technology, people are also now able to search different destinations online which saves
their time and energy.
 Currency fluctuations: currency fluctuations refers to the increase and decrease in prices of
different countries. One of the major issues is that destinations in UK are highly affected by
the currency fluctuations. If the currency is at high rate, people would not like to prefer
UK,as they will find it as an expensive place and vice versa.
 Terrorism: it is one of the major factor which affects the travel and tourism sector in a great
extent. Due to the fear of terrorism, tourists do not prefer to visit the affected country. In
UK, terrorists have attacked various places and sites. This can have a negative impact on the
tourism sector by causing unemployment and many other social issues.
1.2 Different current issues in travel and tourism sector
There are many issues which have an impact on the travel and tourism sector in UK. It can
be analysed by using several reports and methods. UK is one of the famous and popular destinations
across the world. The various report that mentions various issues are as:
 United Nation's report: according to the report of UN, the report says that UK has been
targeted by terrorists, sometimes. UK is considered to be one of the most popular laces
having beautiful destinations. So, according to the report of UN, it has been assessed that
UK is the safe country to travel and also to celebrate the vacations.
 Financial report: Financial report says that UK is the destination , which is reasonable and
affordable for the tourists, comparatively. The different types of hotels and motels, resorts
are established with a reasonable price and value, which attracts the most of the tourists
across from different countries.
 World tourism report: according to data of world report, UK has been highly praise and also
it has marked UK as the world highest top holiday destination. According to the last year
survey, UK has been recognised as the place which is visited by most of the people in
percentage about 10% in total.
Tourists tend to chose UK for their holidays for plenty of reasons. Firstly, the environment is very
pleasing and beautiful along with the help that is provided by the government of the country.
Industry analysis is the chosen method through which travel and tourism has impacted the world. It
is the method which helps people in travelling to various destinations on a business trip. There are
two contemporary issues:

 Environmental issues: one of the major challenge to the travel and tourism sector is an
environment, which affects the industry to a much higher extent. It can cause the positive
and negative impact on the industry. If the environment of the destination in UK is clean
and green, then it will attract tourists and vice -versa.
 Health issues: these are the issues which impact the environment to a much extent. The duty
of the travel company like Thomas cook has the duty of care that they should provide its
guests or tourists all the medical facilities, so that they should not face any health related
issues.
TASK 2
2.1
Covered in ppt
2.2 Analysis of a current trend using appropriate techniques and resources.
Ecotourism or sustainable tourism is the most sparkling or highlighted current trend which is
preferable by the customers in the latest era (Hunsicker and et. al., 2011). It is having its consist
growth. It has its unique features which can fulfil the needs of their customers and visitors and also
provides adventure and comfortableness. The given presentation is all about the analysis of this
contemporary trends with some methods that are as:
Market Research: it is one of the effective research technique, which is followed by the Assistant
of Thomas Cook company. It is a helpful technique by which tourists and visitors can search
different places and then decide, whether to go at that place or not. By using this technique, the
customers and visitors have an idea about that place. Also, people tend to choose UK for various
reasons it has many beautiful destinations and also the prices are also very reasonable (Ivolga,
2014).
 Government analysis: government of UK have all the information regarding the tourists
arriving their country. By using this information the company namely Thomas cook can
easily have a knowledge about the current prevailing trend f its customers. Thomas cook
can use the quantitative and qualitative data analysis to know the client's potential and their
expenditure level.
 Feedback analysis: Thomas cook can use this analysis y to make better packages for their
tourists. The management of Thomas cook adopts various strategies and tools by which

they can affect their customers in a positive way. They can ask for the feedbacks by
customers whether they are satisfied by their services or not.
TASK 3
3.1 Analyse the way in which travel and tourism business respond to changes
The British Airways can make changes to respond with the changes on the travel and
tourism industry (Hu and et. al., 2012). The changes can be made according to the changes in the
behaviour of customers and along with the changes that prevail in the airline market. In this
scenario in aviation industry, petroleum prices, prices of jet fuel, crude oil and aviation turbine fuel
are decreasing. The GULF countries are in a continuous production of oil and fuel, due to which
prices of fuel and gases are going down. The British Airlines company is responding to the changes
which are been in there in the travel and tourism sector. According to the increasing move of people
towards UK, the company aim to provide the best facilities to its customers (Ha and et. al., 2014).
Also, the company is focused to make sure that all its visitors are comfortable during their journey.
Also, if the prices of fuel Is decreasing then, the company can also lower down their rates which can
cause increase in the value of their customers because customers are attracted to that place which is
reasonable and attractive. The British airlines company can have good customers relationship. This
is an golden opportunity for the company.
Aviation industry sector is having huge but consistent amount of changes in the technology
and also they have to adopt them in their aeroplanes also. Also, researchers also researching on
strategies to make the journey of visitors by ensuring the safety measurements.
Recessions and inflation is a factor which is a contemporary issue and having a effect on the airline
industry. So the airline company has to make changes accordingly so that customers can be
attracted. They have to manage their consistency in the work so that they can make changes in their
trading styles ad management styles to reduce their expenditures and profits.
3.2 Strategies developed by the chosen Airline company
In order to develop the strategies, the cited company have to make strategies. In order to
face the challenges in travel and tourism sector, the company ha conducted its SWOT analysis:
Strength:

 the British airways company is having the experience of many years which is having a
positive impact. It Is UK's largest international scheduled aieline and also it is considered as
the world's premium airlines (Hardison and Bannister, 2011)
 it has a strong brand name, Which has significant value.
 It is the company which is governed by the government in the year 1939. in year 1972, it got
integrated with BEA under British airways board.
Weakness:
 Its one of the weakness is that the company has over dependence over the UK market at
around more than 50%, which is not good for the company in the globalized market theme.
 Also, it have a large unionise workforce.
 Although, British airways, has its presence over world wide, through subsidiaries but they
still are not enter Ito the market of developing countries like India and China.
Opportunities:
 the company has an opportunity to deal and work in an environment of Aviation industry
and also the company has the potential to make profits by providing profits (Evertson and
Weinstein, 2013).
 They have strong image in then market. Also, with the increase in the developing
economies and growing demand of interconnectivity, investment in travel and tourism
sector, the company has an golden opportunity to expand their group.
 Due to its high intervention by the government and also by its expanding operations , its
competitors are pressurised to exit from the industry.
Threats:
 The biggest threat to the British airways company is high competition from its competitors.
 The airline industry is highly regulated by the government. Every thing related to the
company like costs, fare, safety etc., everything is regulated by the government.
3.3 Strategies by which British airways could respond
British Airways have to do proper trade in the international market. Along with this
they have to be prepare for facing the problems. They have to deal with the foreign consumers and
have to put many changes in business style as well as their activities. They can use SWOT analysis
for measuring the strength as well as weaknesses which helps ion improving the position in the

market. Along with this they have to do proper promotional activities and use effective
communication skills which assist in targeting consumers (Fitzgerald, Gibson and Gunn, 2010).
Some points which helps in doing better justification:
Communicational: This strategy helps in using the better option by making the better
communication with the targeted consumers. They have to proper promotional activity and have to
deliver distinct offer to the consumers. They can use this to promote their plans, trips and offers for
their customers. They can make classification in existing data and they can use this in distinct
destinations. They have to maintain record by using the appropriate strategy.
Environment: They can make healthy and safe competitive environment between the different
companies and they are having a down fall in their target attainment cause they are not using
appropriate strategies. Along with this the methods for competition so that they can make strategy to
improve the strength to stay in competition with British Airways. It is necessary for the company to
being in competition and they have to define their role in this industry.
Satisfaction of customers: The staff members of British Airways have to do consumers analysis
which helps in finding out the needs and wants of consumers and using strategic process to do
work. They have to set the price according to the income level of consumers so that they can attract
large number of consumers and attain maximum profits.
TASK 4
4.1 Analyse the impacts of issues and trends that drive change in the travel and tourism sector
The issues which have driving change within the travel and tourism sector, that have both
positive and negative impact. The Myla group is having deal in the luxury services and having more
than 10 offices in the UK, it is working inbound country and also have a bright image among their
customers (Dubois and Miley, 2013). The Myla group and Thomas Cook company are working in
the direction of customers satisfaction by working in the travel and tourism sector. Their purpose is
to increase the market share and also to make profits. Thomas cook company is working in the
direction with Travel Network group which is having more than 800 members in UK. The
companies are working in the direction of expanding their area of operations by adopting
contemporary themes and trends in their packages like ecotourism, rural tourism and food tourism.
These travel companies are using those techniques to make communication and promotions by
using internet services and advertisements through TV. Also, technological changes are also have
impact on the customers and comapy's activities. By using latest technologies, they can also make
better promotions and products.

4.2 Consequences for business of failing to respond with the changes
There are some consequences which the business of Thomas cook and Myla group faces in
the condition of failure with responding to the changes in the trends. These are as follows:
 Reduction of sales and profitability: In the travel and tourism sector, companies need to be
perfect in all kind of aspects. Also, they have to make changes according to needs and wants
of customers. If the company does not respond to changes according to the preferences of
the customers then the company will face the reduction in its sales and also bad image will
be created (DesJardins and McCall, 2014.
 Negative impact on the image of company: Thomas cook has not adopted the preferences
and also it fails to satisfy their clients, so it is creating a bad impact on the image of the
company. Also. Their brand image Is under a huge loss as they are not successful in
completion of the expectations of their customers.
The above stated issues and impacts which are negative in nature has been faced by the Thomas
Cook company and Myla group due to failure in responding with the changes in the tourism sector.
CONCLUSION
From this report it has been concluded that the travel and tourism sector are facing some
trend and issues in current era. In this report it has been mentioned that the companies engaged in
the business of travel and tourism, should face all the changing trends and should include those in
their operations. Travel companies like Thomas Cook should make strategies accordingly to attract
the customers, Which can fulfil their requirements.
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