Travel and Tourism Industry Analysis: A Case Study of Titan Travel

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The Contemporary Travel and Tourism Industry
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Table of Contents
Introduction................................................................................................................................3
Prepare a magazine article to provide a timeline showing the history and overview of the
travel and tourism industry.........................................................................................................4
Critically analyse the inter-relationship between different elements of the travel and tourism
industry and demonstrate how a weakness in any one element can influence the overall tourist
experience...................................................................................................................................4
Prepare a keynote presentation; the focus is on tourism trends. Evaluation of links between
the key drivers of tourism behaviour and the popularity of different tourism destinations and
experiences.................................................................................................................................9
The presentation will include insight into different models of motivation and the key drivers
of tourism behaviour that have led to current and emerging trends...........................................9
Conclusion................................................................................................................................15
Bibliography.............................................................................................................................16
Appendix..................................................................................................................................18
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Introduction
Contemporary travel can be defined as the way through which travellers are able to utilize
new methods of travelling to move around alluring destinations. It is important for a tourism
company to consider new technologies and way of operations so that they can provide higher
consumer satisfaction. In this particular in this study, Titan Travel has been considered
where escorted holiday services are provided to travellers (Titantravel.co.uk, 2019)
Inside the organisation, I work as a sales manager and assistant marketer. The company offers
consumers various types of elaborate itineraries, air services as well as railway journeys
through which to customers multiple destinations around the world in places such as Rome,
Italy, and others are provided. This study can be divided into two parts where in the primary
stages an article will be created on area various key milestones covered within the tourism
industry. Different aspects of tourism behaviour, motivation and emerging patterns will be
covered in detailed through a power point presentation.
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Prepare a magazine article to provide a
timeline showing the history and
overview of the travel and tourism
industry.
Critically analyse the inter-relationship
between different elements of the travel
and tourism industry and demonstrate
how a weakness in any one element can
influence the overall tourist experience.
In the last century, the travel and tourism
industry has under gone immense level of
change, due to which the way in which
people perceive destinations and approach
various means of transportation is
different. Here the development in
multiple decades will be considered in
order to illustrate the way the tour and
travel has altered through time.
1930 to the 1950s – The concept holiday
camps were introduced through Skegness
along with the introduction of Pay and
Holidays Act 1938 were implemented as
well during 1936-1938. Fred Pontin newly
brought forward a chain of holiday inns
through Weston Super Mare and the first
air package program was introduced
through Horizon in 1946 and 1950
respectively (Victor, 2015). In late 1959
the first Jet Airline service for passenger
was initiated in the UK market
Figure 1 - Pictures from the holiday
camp of Skegness
(Source: Holden, 2016)
1960s to the 1980s - in the early 1960s,
the American Airline enterprise after
which eight years the Wildlife and
Countryside Act 1981 has been created
and passed had created the first global
distribution system. This is done in order
to conserve and protect animals and
national parks. In around 1980s 60 per
cent of the household families were
starting to own at least one vehicle. After
which in 1983 around 77% of workers in
Britain were provided with a new work
scheme where they could get 4 to 5 weeks
of holidays within a year. In 1987, the
number of holidays that were being taken
to abroad locations exceeded by around 20
million, similarly in the domestic aspect
the number of travel elevated by 28
million (Holden, 2016).
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Figure 2 Wildlife and Countryside Act
1981
(Source: Medlik, 2016)
1990s to the early 2000s – During 1992,
the EU Directive created government
aided holiday package programs along
with which the Department of National
Heritage was founded to display various
features such as Media, Sport and Culture
was displayed to the public. In 1997
around of the house hold families living
within the UK owed their own private
cars. In the 1988, the number of holidays,
which were being taken, had increased by
30 million. In 1999, The English Tourism
Council had taken the place of the English
Tourist Board. In 2003, English Tourism
Council along with British Tourist
Authority had come up as a new
governance body (Medlik, 2016).
Figure 3 - logo of British Tourist
Authority
(Source: Victor, 2015)
Various factors that had lead to the
growth and development of the tour and
travel industry (Specifically Titan Travel)
will be detailed here. Along with which
the way in which they have shaped it in the
process have been enlisted below:
 Socio-economical changes –
Higher ownership of cars indicates
that domestically people had been
utilizing less transportation
services. Furthermore, the tourism
industry was only being profited
when consumers were only
travelling abroad as consumers
would necessarily have to use air
transportation (Foss, 2015).
 Technological Development –
Development in technology,
computers and internet has assisted
in the creation faster travel,
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cheaper booking and better
discovery of new locations.
 Product Innovation – There has
been an introduction of multiple
services such as camp holidays,
long haul destinations, seaside
resorts and others. In addition to
that, creation of faster customer
services and other aspects are also
key aspects in better serving
customers (Victor, 2015). Titan
Travel also innovated in the
frontier of providing quicker
services to employees and giving
them post services where by which
they are satisfied for a longer
period.
 Governance bodies – There would
be better compliance in UK
through companies English
Tourism Council, British Tourist
Authority and others.
There are three varying elements that are
present within the travel and tourism
industry which may be addressed as the
Three A’s of the travel industry which
Titan Travel must take into consideration.
1. Accessibility
(Reachability/Transportation) – In
accordance with how far location is from
the consumer, the level of expense raises
as more preparation and transportation is
required. The further location is method
such as railways, airlines and others are
used (Giles, 2016.).
Figure 4 High-class suite
(Source: Giles, 2016)
2. Accommodation – Multiple
accommodation hotels in which a person
can stay in accordance with the area and
state, which is chosen these services,
might range from basic rooms that cost to
deluxe and presidential rooms that cost
very highly (Giles, 2016).
3. Attraction (Locale) – The popularity of
a particular location determines on the
level of exposure that location gets. Places
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such as Agra (Taj Mahel), United
Kingdom (Buckingham Palace), and others
have a high level of fame owing to which
individuals from around the world flock
towards these locations
Figure 5 Taj Mahel
(Source: Bast et al., 2016)
Apart from these core elements, there are
other features as well which help a
consumer make travel decisions:
 Whether – Locations such as
Edinburg, Bangalore and others
around the world are known for the
great whether experience they
possess.
 Historical richness – Locations
such Melbourne, Egypt are highly
culture rich places with attractions
such as pyramids, wildlife and
others
 Closeness – In accordance with the
convenience that is present within a
location to reach the number of
tourists that would desire to reach
location would vary (Bast et al.,
2016)
 Amenities – Several facilities such
as boating, surfing, swimming and
others are all determining factors
that include how much an
individual would want visit place.
Two ways in which the tourist experience
is influenced by the above-illustrated
factors:
Positive experience
If a consumer visits a particular location
such as London then the chances that he
will have availability to good
accommodation, accessibility to various
locations and other factors will be high.
All of these factors enable a person to have
an enhanced experience through which
their overall trip improves and they are
able to enjoy their journey further.
Furthermore, experiences like this enable a
tourist to want to revisit a location and
further promote an area (Shenkar et al.,
2014).
Negative experience
In case a person visits a location such
Africa or others where there is low
standard of living is low, then the hotel
and other facilities would not be adequate
as well in these areas. Owing to this, a
tourist visiting such a location might not
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be satisfied with the type of experience,
which he gets in these places. There it is
the responsibility of companies such as
Titan Travel to ascertain consumers’ wants
and realize what products would be
required (Hair et al., 2015)
.
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Prepare a keynote presentation; the focus is on tourism trends. Evaluation of links
between the key drivers of tourism behaviour and the popularity of different tourism
destinations and experiences
The presentation will include insight into different models of motivation and the key
drivers of tourism behaviour that have led to current and emerging trends
Multiple varying factors affect the tourism industry and the way in which Titan Travel
functions, all of which have been illustrated here down below:
 Global Economy – The World Travel and Tourism Council proclaims that the travel
and tourism had fallen by around 5% in the year 2017 and as per their statistics the
trend has been faltering down ever since. The council predicts that there will be a
growth of 3.2 % in the industry by 2020 (Medlik, 2016). This fall down exhibits, the
number of packages and facilities that would be available in the market affects the
attitude of consumers.
 Internet and Social Media – The advancement in technologies has now leaded to the
introduction of there being multiple platforms such as Facebook, YouTube, Twitter
and others. All of these places serve different purposes, for instance, through
YouTube the scope of video sponsorship exists through which large group individuals
can be targeted through existing creators with large following. Similar through
Twitter large number of consumers through tweet and link advertisement can be
attained (Duggan et al., 2015).
 Personal Budgets – The amount of income, which a family and individuals have,
determine the type of travel package, which one would select. In order to fit into the
budget segment of every consumer, airline companies, tour operator companies and
others provide various discounts, sales, and packages through which employees would
be able to make big purchases.
The managers and leaders of Titan Travel can use all of the above information in order to
draw influence the behaviourisms of tourists. They can do this by providing customized
itineraries that would fit the various budgets of consumers. Furthermore, in order to protect
the company from faltering in the market when the economy is unstable, Titan Travel can set
aside reserves that would aid the company’s business endeavours in the future.
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Several motivational will be illustrated here down below that can be used by the Titan Travel
in order to control consumer decision-making procedure. The two theories that will be
considered are:
Maslow's Hierarchy of Needs
This is a pyramid type of motivation framework in which there are five elements that
includes different types of needs such as self-actualization, esteem, love, safety and
physiological and others. All of these different needs illustrate various wants that individuals
have at different moments. In the self-actualization, stage people have psychological needs
where they want self-fulfilment and recognition. Similarly, in the safety and physiological
needs stage individuals want aspects such as food, water and safety. In order to control the
market, different products that will fulfil different needs of consumers (Pinder, 2014). Titan
Travel can created religious packages and well can economic packages so that self-
actualization and love needs respectively can be fulfilled. Apart from that, the company can
use this model to create organisational harmony within the enterprise as well. They can do
this by addressing the needs of the employees. This will allow there to be more scope of
providing rewards and incentives, which are required to push production further (Bell and
Harley, 2018).
Figure 6: Maslow's Hierarchy of Needs
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(Source: Pinder, 2014)
Vroom expectancy motivation
Figure 7: Vroom expectancy motivation
(Source: Herzberg, 2017)
Through this form of motivation, expectations are created from an individual through whom
they are pushed to function and respond in a specific pattern. Three areas are there within the
framework that includes effort, performance, and reward. Inside the first stage, of effort the
employees that they believe and put in the necessary required effect to set in motion a
particular job. Following which, the employee gives performance in accordance with ease or
difficulty of the task and expects rewards accordingly (Herzberg, 2017). In the case of Titan
Travel, the employees would be given required to meet goals such as performing product
output and others. In accordance with the amount of expectations, the managers have from
them. Their performance will vary with the amount of reward, which they will get.
The way in which consumer decision will be influenced:
 Tourists will be able to make quicker decisions if companies offer larger variety
packages
 Travellers feel a sense of loyalty through which companies such as Titan Travel are
driven towards purchasing more packages of the company (Hill et al., 2014).
 Furthermore, the consumer can use these motivation models on himself and ascertain
what products are needed in the market and how they can get them on their own.

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Trends within the context of the tourism industry are those factors that give a tour
organisation an idea of what tourists want in the market and how it may be delivered in the
market. In the context of Titan Travel, several trends have been identified here below
through which the company may be able to exceed forward better in the market:
 Rise of Cruise Holidays – As per the statistics of 2016 it has been estimated that 24.7
million have taken cruises in multiple locations around the world. These cruises range
from programs that have been initiated from companies such as Disney, Thomas
Cook and others. Normal cruises last from five to seven days through which on board
services such food, on board games and others are evaluated (Longdom.org, 2019).
 Rise of Chinese Tourists – The high growth of population in china has lead there to
be an increase of the tour packages that are sold there as well. This is because;
Chinese people have a high degree of income owing to which they are able to indulge
in various activities (Hill et al., 2014).
 Advances in Information Technology – Currently in the market, big data plays a
key role in analysing the behavioural patterns of consumers. This is because using
statistical information by surveys and interviews, large graphs and informational
charts can be created to understand what the consumers want and what should be
delivered in the market (Shenkar et al., 2014).
 Eco-Tourism – Through is the form of tourism the consumers focus on travelling to
locations that have a great eco-system, this might include places such as savannah,
Sahara, Amazon and others. All of these places have different types of vegetation
towards which different types of consumers are drawn. Owing to a factor such as
these, the tourism facilities within these places improve and they get a chance to draw
higher income (Lasserre, 2017).
Titan Travel can utilize all of the information that has been provided here above. For
instance, they might wish to initiate higher marketing strategy in places such as china in order
to draw in the tour crowd that is present there. In addition to that, since china’s large portion
of land is surrounded by water, it will be easier for the company to initiate cruise services as
well and provided better-discounted water services. Furthermore, Titan Travel may wish to
connect hotels various eco system dense locations and form an alliance with the existing
businesses there so that consumers can be funnel better. Finally, information technology can
be used by Titan Travel to study the preferences and tastes of the consumers online through
which website User Interface (UI) can be made better.
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