Analyzing UK Traveler Data to Inform TUI's Marketing Strategy

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USING DATA TO BUILD BUSINESS PRACTICE
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Executive Summary
This report has based upon trend of UK traveller to go international destination. In this regard,
different tour and travelling age gap along with time frame have been discussed in this report.
Aim of this report is to provide help for organisational operators to make an effective marketing
plan to conduct their business. This report also prescribed target market that will be suitable for
TUI Travel Plc, a UK based travelling organisation that operate business in both domestic and
international market of tourism. Standard and mean deviation have been used to incorporate data
and information that has been provided in excel sheet. Effective recommendations has also
formulated in this report for making marketing strategy of concerning organisation.
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Table of Content
Introduction......................................................................................................................................4
About Company...............................................................................................................................4
Rationale..........................................................................................................................................4
Analysis of data to understand travel pattern of UK residents........................................................5
Effective Findings............................................................................................................................7
Target Market..................................................................................................................................9
Recommendations about potential target.........................................................................................9
Conclusion.....................................................................................................................................11
Data of Air travelling.....................................................................................................................12
Data of seaways travelling.............................................................................................................14
Data of Tunnel travelling...............................................................................................................16
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Introduction
This report is based on travel and tourism sector of UK market by taking TUI Travel Plc, a noted
UK travel organisation as per example. Aim and objective of this report is to evaluate travel
considerations of UK residents in international destination. Along with UK residents, overseas
passengers have also been discussed in this report that use UK transportation to travel. An excel
sheet has been provided in this report by researcher that contains record of UK travellers in
international destination. Objective of this report is to maintain and upgrade business policy of
TUI Travel Plc by using those data and information collected by researcher. This information’s
have stated about its concern regarding travelling reflection of tourists and their satisfaction.
About Company
This report has based on TUI Travel Plc, a UK based tour and travelling organisation that
conduct their business in both domestic and international market of travelling. This company has
been headquartered in Crawley, UK and operate their business with employee base of 54,000.
This company has witnessed revenue generation of £15,051 million. This organisation was
profited £297 million in last financial year (TUI Travel Plc, 2019). Organisational mission of this
company is to engage customers by attracting packages. Their vision statement of business is
value customer’s approach according to action or attitude.
Rationale
This survey has been conducted by researcher to understand travelling trend of UK residents
along with travellers from different countries who use UK transportation and travelling services.
Prime objective of this survey are to provide marketing strategy to TUI Travel Plc, Help
employees to enhance their capability and make recommendations for providing better service to
their customers. In regard to provide marketing policy and strategy, this survey can proved to be
helpful for marketing head of TUI Travel Plc to understand customer’s trend and choice to visit
international destination. This report also focused on customer service with relation to employee
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capability. Training and development program of employees as per customer need has also been
mentioned by researcher to produce report to marketing head of TUI Travel Plc.
Analysis of data to understand travel pattern of UK residents
This report has focused to evaluate trend of UK residents for international travel. Along with UK
residents, this report has also focused upon overseas residents who use UK transportations for
travelling to international destinations. In order to analyse travel pattern of UK residents
researcher has conducted this survey in month rage of July to September in 2017. Both male and
female travellers have been evaluated in this report along with parameter of their age. This
analysis has been conducted upon sorting and filtering process of Excel. Statistics that have
been produced over that excel sheet, have been formulated by using mean, mode, range and
standard deviation process.
Research
General background Information
Modelling and forecasting
Inclusion of reports
Monitoring
Writing briefs
Policy development
Decision Making
Benchmarking
Miscellanious
0
10
20
30
40
50
60
Usage
Axis Title
Axis Title
(Source: Created by researcher)
Age group of 0-15:
For analysing excel sheet, people from this age gap are being taken for example by segregating
them into both UK residents and overseas residents. Total 1934561 visits are made by UK
residents and overseas residents from concerning age gap. Among them visits are made by tunnel
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are on average of 9238. According to record, average of 2895 visits has been made by using
water bodies, specifically sea route. Highest journey has been made by airways with average of
31995 visits have been made by airways. Both male and female residents of UK have been
mentioned in this survey. On an average of 2172 visits have been made by males and 1877 visits
are made by females. In case of destination average of 1269 visits have been made on Czech
Republic, 2381 visit has been made on France 2503 visits on Germany and 1298 visits on Spain.
2212 journeys have been voyaged by travel agencies in non independent package and remaining
journeys have been conducted over independent package. Mostly purpose of these travels is
holidays and visiting friends and family.
Age group of 16-24
After conducting standard and mean deviation on excel sheet, on an average of 6225 visits have
been made by this group on discussing time range by UK residence in international destination.
Among them average of 1826 journeys have been conducted over sea and 2175 journeys have
been conducted by tunnel (Benson, 2015). Remaining portion of travel has been based on
airways. 4316 visits on an average have been conducted by female and average of 3748 has been
presumed by male travellers. Average of 3842 visits has been formulated under holiday and
visiting friend and family purpose.
Age Group of 25-34
According to this excel file on an average of 6590 people made their visit on this age gap.
Among them 5578 male travellers and 5567 travellers are female. Surprisingly it has been
noticed in this age gap that most of the travel has been consistent over holiday and independent
method (Chitchyan et al. 2016). After following this rnd in excel sheet, researcher has stated
head of marketing team to not to focus upon this group.
Age Group of 35-44
Average of 6424 has been witnessed in this group of travellers. Mean of male travellers is 4238
and remaining is female traveller. This group of people equally focus upon holiday and business
purpose. Average of 4998 visits has been based on business purpose and remaining is based on
holiday and family visit.
Age group of 45-54
Excel sheet has shown that on an average of 5409 people of this age group has conducted travel
during mentioned time frame. This travel average has been concluded with mean of 6894 visits
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by male tourists for both business and holiday purpose. They prefer to choice travel agencies for
their voyage.
Age Group of 55- 64 and 64 and more
Excel shit has shown that there are 7061 visits have been made by this group and among them
4617 were female and rest are male. Purpose of this travelling is mainly holiday and visiting to
relatives. Few people also travel for business and work purpose. People of this age group mostly
prefer to travel with tour organisations.
Effective Findings
This survey has founded various aspects of tour and travelling based on UK travellers and
travellers from external country by using transportation system of UK. In order to evaluate
findings, researcher has focused on Purpose, Package, Mode of transportation, Duration and
Spend over tourism.
No of male
No of female
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1
7
13
19
25
31
37
0.000 2,000.000 4,000.000 6,000.000 8,000.000
Overseas visits of UK travellers
visits
Figure 1: Visits data
(Source: Researcher)
Purpose: This report has stated that most of UK residents go for international destination for
travelling and visiting friends and family. In regard to this case, maximum number of people
chooses flight for their business convenience. However in case of neighbouring countries like
France, Germany, Spain, Switzerland and Belgium, they choose tunnel that refers to both
roadways and railways. For choosing tunnel, it has been mentioned by respondents about the
beauty of natural landscapes (Feldman and Worline, 2016). An average of 1759 people visits
Belgium from UK by tunnel to enjoy natural beauty of the way. On the other hand, many UK
people often go to international destination for their business and job purpose. Students of UK
also follow trend to study in international universities.
Package: According to this survey, there are two type of travelling packages have been noticed
in international travelling market based on UK. These two types are independent tourism that
refers to travelling alone without help of any tour coordination and the other is non independent
tourism that insulates service of tour and travelling organisation. In this report, researcher has
mentioned that, UK travellers mostly avail services of travelling organisations for conducting
holiday package (Goldman et al. 2015). Holiday package has been formulated with family and
new destinations which are not known to common people. It has been mentioned in this report
that during July-September tenure 12191 visits have been made by UK youth by non-
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independent tourism. Therefore, they avail service of travelling industry. On other side, in
business or job operation, travel agencies are only required to manage their transportation and
arrange of their accommodations. Travellers are not required a guide to visit them tourists places.
In case of study, students are only avail services to book transportations from travel
organisations.
Data of seaways travelling
No of Overseas Residents in this set 12
No of male 24
No of female 18
No of male
No of female
9

1
4
7
10
13
16
19
22
25
28
31
34
37
40
0.000
2,000.000
4,000.000
6,000.000
8,000.000
10,000.000
12,000.000
14,000.000
16,000.000
Quarterly visits
visits
1
7
13
19
25
31
37
0.000 2,000,000.000 4,000,000.000 6,000,000.000 8,000,000.000
expenses
spend
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No of UK residents
in this set
No of Overseas
Residents in this
set
Figure 2: Tunnel travelling data
(Source: Researcher)
Transportation mode: There are mainly three types of transportation system has been located in
this survey that help UK travellers to rich on their international destination. These three modes of
travelling are; air, tunnel and sea. It has been stated from excel sheet that most of the people
from both internal and external resident base avail air transportation for reaching one country to
another. For travelling to nearing countries, travellers of UK use tunnel ways and water bodies
(Ivanov et al. 2015). During July-Sept, 19307 youth people have chosen to avail air
transportation, 461 youth have chosen sea transportation Czech Republic and 1152 people has
chosen tunnel to visit Belgium and 1967 has chosen tunnel to visit France.
Data of Tunnel travelling
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No of male
No of female
1
4
7
10
13
16
19
22
25
28
0.000
500,000.000
1,000,000.000
1,500,000.000
2,000,000.000
2,500,000.000
3,000,000.000
3,500,000.000
4,000,000.000
Expenditure of tourists
spend
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