University Report: A Comprehensive Analysis of TUI Group Travel Agency

This report provides a comprehensive analysis of TUI Group, a prominent travel agency, examining its operations within the Australian tourism industry. The report begins with an introduction to the tourism sector in Australia, highlighting its economic significance and recent growth trends. It then focuses on TUI Group, detailing its global presence, service offerings, and market position. The analysis identifies the company's strengths, including its market leadership, responsible corporate governance, and technological innovations. However, the report also critiques TUI Group's pricing policy, specifically addressing concerns about fluctuating prices and the complexity of its pricing structure. Recommendations are provided to address the criticisms and enhance TUI Group's competitiveness, such as maintaining its market position, enhancing its international strategy, and having a fixed pricing structure. The report concludes with a summary of the key findings and recommendations.

Running head: PROFESSIONAL COMMUNICATION SKILLS
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Student’s Name
University Name
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Executive summary
The purpose of the assignment is to analyze the selected organization Tui Group travel
agency in Australia. The report introduces the industry that the report focuses upon and provides
a brief introduction to the selected company that is Tui Group Travel Agency, a very renowned
travel agency that is recognized globally. It analyzes the aspects in which the company focuses
on aspects in which the company was criticized for. Further it provides recommendations to
improve and further enhance its operations to face the criticisms and utilize its strengths. Lastly,
it concludes with the summary of the report.

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1. Introduction to travel industry
Tourism in Australia is one of the country’s most important components of the Australian
economy. The tourism industry in Australia contributes to $47.5 billion to the country’s
economy. The significant part of the tourism industry is its domestic tourism, which represents
70% of the direct tourism GDP. The tourism industry of Australia faced various global economic
challenges and faced various natural disasters; however, the tourism industry has seen growth by
the increased consumption over the last year. There is increase in the number of visitors from the
overseas.
2. TUI Group travel agency
Tui group travel agency is an Anglo-German travel and tourism company. The
headquarters of the company is located in Hannover, Germany. Tui Group is considered the
largest leisure and travel, company all across the world. The company owns various hotels, travel
agencies, airlines, cruise ships, retail stores in the world. The travel and tourism company plans
to continue to grow and expand with its customized services and provides opportunity for leisure
activities at the holiday destinations. The company also offers cruise ships in the ports. With its
customized and highly enhanced services to its travelers, the company is extending its global
presence and its product portfolio. The company is currently growing approximately about seven
percent every year. Tui Group travel and Agency Company has a considerable influence on its
exclusivity, diversity and its quality of offers (Aguiar et al. 2016). The company has a good
starting position; it is considered a strong international brand with the trust of around 20 million
customers.

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2.1 Aspect in which the company excels at
Tui Group Travel and tourism industry excels at being a market leader and has a well
responsible corporate government (Bywater 2013) The company has experienced leaders that
are strongly committed to the company. The company excels at managing its employees; it
builds better working conditions and provides them with rewards and employee surveys. The
company builds better working conditions for its employees and has an effective operation in the
company. The company excels in this field, as it adopts flexible business model and meets to the
changes in the business environment, they have a strong performance, which has enabled the
company to gain its position as a market leader. The company excels in its synergy and merger
integration processing well. The company has effective marketing skills with highly efficient
distribution channel, which enables the company to gain customer satisfaction, and it is maintain
its corporate government. Moreover, the company has a superior management team, which
enables the organization to meet to the changes and adopt itself to the changing business
environment. There effective and efficient management has lead to company to gain top ranking
in the travel websites by the visitors (Čavlek 2013). Tui Group, being a market leader has well
maintained and governed their corporate business in an ethical and responsible manner.
2.2 Another aspect the company excels at
The Tui Group Company excels at its technological innovations. Its various technological
innovations have enabled the company to maintain its position as a market leader. The company
has improved its service providing with its enhanced technological advancements. It has brought
revolution with holiday flying (Clerides, Nearchou and Pashardes 2018). It unveiled its five-year
vision to change the looks of holiday flying through its enhanced aircraft. It has more long haul

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destinations and has various innovative concepts of on-board. The company keeps adding
features with its entertainment technology (Gauf and Hughes 2018). The company’s new holiday
hotels and design stores gained much popularity for innovative use of in store digital technology.
With this, the company has enhanced the experience of exploring and booking the best holiday
destination. The company has implemented touch screen interactive map and table design in
order to entertained and enhance their customer experience. It has provided high definition
screens and projectors throughout the store to enhance its features. Tui Group has launched
various series of technological trials in selective countries and enabled its customers to use new
digital tools and services to make it easier for the customers to explore and access information
about the destinations during their holiday. These technological innovation and initiatives taken
by the company have enabled it to gain its competitive advantage and maintain its position as a
market leader (Harris and Duckworth 2015).
2.3 One aspect the company is criticized for
The Tui group company has been criticized for its pricing policy. There has been
criticisms that its online discounts are not representative to the price offering to its customers.
The pricing structure of the company keeps fluctuating and is not stable. Therefore, the company
has been criticized of its pricing structure (Krieger 2013). There has been a claim that the
company offers its products and services at a higher price, which is not affordable by all income
group customers. Moreover, the prices o the company can go up and down and there can be
additional supplements. The pricing structure and the policies formulated by the Tui Group
Travel agency company is highly complex in nature and there are main variables, which are
needed to be considered or taken into account such as peak dates of travel, the differences in the

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regional airport and the channel from where the customers and the visitors book through. The
customer has to book through in store or online and the pricing differs. The company charges
booking fee on store for having face-to-face advice and personal advice from its travel agent.
Therefore, the company faces this criticism (Novak and Schwabe 2013).
3. Recommendations
Being the market leader and the booming company in the tourism industry the company
also faces stiff competition. It is recommended that the company must maintain its position by
enhancing its international strategy and having differentiation from its competitors. In this way,
the company will be able to attract customers and gain significant market share. It can also
enhance its growth and expansion in the international market by having a fixed pricing structure
and providing the customers with various options (Aguiar et al. 2016). The pricing structure
must be set in such a way that new target segmentation and all income group visitors and
customers will be able to afford the pricing and access the service provided by them. This will
enable the company to overcome all the criticism and face them tactfully. The company can
further monitor its business performance including adding product value and service by
achieving customer satisfaction, innovation, loyalty and social responsibility. It is recommended
to build even better working conditions for its employees to reduce the rate of employee turnover
and continue to upgrade its technological advancements in achieving better information about the
customer needs and preferences (Bywater 2013).

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4. Conclusion
Therefore, from the above analysis, it can be concluded that the company, Tui Group
travel agency. It is the largest leisure and travel agency in the world. Brief description of the
company has been provided in the study. It has been analyzed that the company has been able to
maintain its position as a market leaders as it excels in various fields such as managing the
business operations and its continuous enhancement and improvements in the technology. The
company has well maintained it position by maintain a good working environment for the
employees with various rewards and remunerations and bringing technological improvements to
enhance customer satisfaction and acquire growth. However, the company faces criticism such as
its highly complex pricing structure, which confuses the consumers. Therefore, it has been
recommended that the company must overcome and face the criticism in tact manner.

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References
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