Virgin Holidays: Operational Analysis, Market Strategy & Development

This case study provides an overview of Virgin Holidays, a global tour operator owned by Virgin Groups, focusing on its goals, vision, and values related to sustainable tourism. It outlines the company's past operations, including partnerships with airlines like LATAM to reduce costs and enhance customer experience, employee training, and customer service strategies. The study identifies key issues faced by the company, such as carbon emissions, energy consumption, and health and wellness concerns related to food services. Furthermore, it details Virgin Holidays' plans for market and product development, emphasizing digital transformation to improve performance, enhance customer relationships, and attract more customers in the wake of challenges posed by events like COVID-19. The company aims to build a seamless customer experience by offering customized travel options and leveraging digital marketing tools.

About Virgin holidays
It is one of the famous tour operator company
that has worldwide operations. It is owned by
Virgin Groups. They provide customised holiday
packages to the customer that enhance their
experience. It was founded in 1985 and the
company has its headquarters in England
•Vision and values
•The vision of the business is to take care of the
people that like to travel. The business
organisation assures that they take the people to
all the destinations that they want to go. At the
same time provide best environment to the
customers. They want to work as per the
sustainable concept of tourism. They use the
resources wisely and do not cause harm to the
environment so that the destinations can be
preserved for the future generation. All their
employees are giving training to treat the
customers properly and the local community as
well. The main guiding values of the
organisation are to live with fun excitement and
rewarding.
•Values: Think Red, Make Friends & Be
Amazing.
•State the plans of the organisation in
terms of market development and product
development
•It is seen that they keep their customer life
cycle at focus. They assured that the needs
and want of their customers are fulfilled in an
effective manner. At the present time
digitalization is the new normal. So the
company is also planning to bring digital
transformation that will help the company to
improve its performance.
•It is analysed that the revenue will get
enhanced by 149 % and the same is due to
the digital transformation adopted by the
company for the reason the company is
working on enhancing their operations and
starting to use social media platforms and
other digital marketing tools to attract the
customers. It is seen that due to covid-19 the
performance of the organisations in
hospitality and tourism industry is going
down so it is necessary for them to take a
right action. By working according to digital
platforms the
•y will be able to come back in the market in
chief more and more customers. They rethink
to build a seamless experience for customers
and enhance the customer relationship. they
are not allowing the customers to book their
trips online and provide customised options
to their customers so that they are able to get
best. It also helps virgin holidays to attain
advantage over the customers and the
investment is given good returns.
Goals of Company
•Short term goal: To let every one enjoy
•Long term goal: To preserve the world.
•The company wants to let people enjoy and
preserve the world. The business organisation
aims to make positive contribution to the local as
well as international tourism so that the people
can enjoy their trips.
Issues
The issues being faced by the business
organisation are mentioned below:
• Carbon and other emission
• The tourism sector is also contributing to
major greenhouse gases and this is because
of development of international travel. It is
also increasing the traffic in the air that
contributes to carbon footprint.
• Energy consumption and waste water
• The tourism sector uses high energy
consumption levels. There is wastage of
water seen at hotels and the consumption of
energy is also more. The hotels try to provide
luxury services to the customers and due to
the same there is more and more energy
consumption as well as the issue of wastage
of water also arises.
• Health and wellness
• The big fast food chains are operated by the
hotels also need attention. They must be
managed and there must be use of good and
healthy ingredients that does not cause harm
to the customer's. The target must not to
provide tasty food but to assure it is healthy.
Outline the past operations
It is seen that; Virgin holidays is working to provide best
services to the customers. It is seen that they want to
develop relations with all their customers. The vision to
make every one travel who enjoy the same. They have
partnered with LATAM airlines so that they can allow very
one to travel and enjoy. The same allows them to lower
down the cost of ticket that is given to the customers. As
they want everyone to enjoy the journey they have provided
quality services by partnering with the airlines company.
They keep on providing discount and offers to the
customers so that they are regular for the company and built
loyalty. It is seen that the cost of tour changes the mind set
of the customers. So they work on providing best quality
services to the customers and at affordable price as well.
They work on expanding their operations so that they
can let all the people travel. They cover all the areas and
destination so that the experience of the tourist can be
enhanced. It is beneficial for Virgin Holidays as they are
able to achieve vision of the company. It is seen that they
keep on providing training to the employees in order to
enhance their operations. They always want to build good
relation with the customers and by providing the training to
the employees they are able to achieve the same. The
company keeps on solving the queries of customers on
regular basis and it also helps the company to establish a
good brand image in the market. By achieving competitive
advantage, the company is able to serve more and more
customers and satisfy their needs of travelling the world.
This is how the company is working and achieving its
vision by taking small and small steps.
Title and Student names/ID/ Tutor name
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