Responding to Change: Strategies for Whitbread in Travel and Tourism

This report provides a comprehensive analysis of the contemporary issues and trends driving change in the travel and tourism sector, with a specific focus on how Whitbread Plc. can respond to these changes. It begins by examining issues such as technological advancements, safety and security concerns, and infrastructure limitations. The report then delves into current trends influencing the sector, including family leisure, health tourism, and the impact of technology. A niche market analysis of dark tourism is also presented. Furthermore, the report analyzes how Whitbread businesses can respond to these changes through strategies addressing political, economic, social, and technological factors. Finally, it discusses the potential consequences of businesses failing to adapt to market changes, emphasizing the importance of proactive strategies for sustained success. Desklib provides access to this and other solved assignments for students.

CONTEMPORARY ISSUES IN
TRAVEL AND TOURISM

Table of Contents
INTRODUCTION..........................................................................................................................2
TASK 1.........................................................................................................................................3
1.1 ANALYSE THE ISSUES CURRENTLY DRIVING CHANGE IN THE TRAVEL AND TOURISM
SECTOR...................................................................................................................................3
1.2 ANALYSE THE TWO CURRENT ISSUES BY USING APPROPRIATE METHODS AND
RESOURCES............................................................................................................................5
TASK 2.........................................................................................................................................6
2.1 EVALUATE CURRENT TRENDS INFLUENCING CHANGE IN THE TRAVEL AND TOURISM
SECTOR...................................................................................................................................6
2.2 ANALYSE THE CURRENT TREND IN NICHE TOURIST MARKET USING APPROPRIATE
TECHNIQUES AND PRODUCE A POSTER.................................................................................8
TASK 3.......................................................................................................................................10
3.1 ANALYSE HOW THE WHITBREAD BUSINESS COULD RESPOND TO CHANGE.................10
3.2 DEVELOP THE STRATEGIES ON WHITBREAD BUSINESS COULD RESPOND TO CHANGE12
3.3 JUSTIFY STRATEGIES FOR HOW SELECTED WHITBREAD BUSINESSES COULD RESPOND
TO CHANGE..........................................................................................................................13
TASK 4.......................................................................................................................................14
4.1 ANALYSE THE IMPACTS OF ISSUES AND TRENDS THAT DRIVE THE CHANGES IN TRAVEL
AND TOURISM SECTOR........................................................................................................14
4.2 DISCUSS THE LIKELY CONSEQUENCES OF BUSINESS FAILING TO RESPOND TO MARKET
CHANGE................................................................................................................................16
CONCLUSION............................................................................................................................17
REFERENCES.............................................................................................................................18
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INTRODUCTION
Travel and tourism have undergone a large degree of changes on a very broad scale. The
business operations of travel and tourism companies are affected by the aspects of these
changes (Wachowiak, 2016). The current scenario in the travel and tourism sector is
considered to identify the current trends and issues which economically impact the
development of tourism in a very appropriate manner. Changes in the technology and
society highly signify the travel and tourism sector. A lot of transformation is observed in
travel and tourism industry around the world as it is continuously developing and
progressing in terms of profits, products and services as well as revenues.
This assignment highlights the current trends and issues faced by the travel and tourism
business which is needed to be managed by them to progress in the industry. It also helps in
understanding the application of appropriate tools and techniques so as to ensure the tour
packages to be more profitable (Becker, 2016). This reports also depicts through Whitbread
Plc. in its response to the changes occurred in travel and tourism industry so as to take
appropriate strategies and tactics. His assignment represents the outcome for the company
that fails to counter to changes in the market.
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TASK 1
1.1 ANALYSE THE ISSUES CURRENTLY DRIVING CHANGE IN THE TRAVEL
AND TOURISM SECTOR
There are constant changes that give rise to the issues and challenges in travel and tourism
industry with influences of globalization. There are certain issues that drive the changes in
travel and tourism sector are:
TECHNOLOGICAL ADVANCEMENT:
Progress in the technology increased the dimension and reach towards the customers in
travel and tourism sector (Telfer and Sharpley, 2015). Advance booking and various other
features have been added due to progress in technology which positively impacts the
operations of Titan Travel. With the help of advanced technology, travel and tourism
operators such as Titan Travels have made their presence on the online web portals that has
enabled them to reach out to the large customer base.
SAFETY AND SECURITY:
The level of travel and tourism has increased due to improved safety and security measures
adopted by travel and tourism industry. The growth and development are inversely
proportionate to the social security risks and terrorism (Baum, 2015). It is considered as one
of the most dangerous issues is to protect and secure the wellbeing of traveller or tourists in
the UK. Cybercrime has been increased which is needed to be protected to maintain the
security measures in safeguarding the transactions form the intruders. The incident of 9/11
occurred in the New York is still afresh in the memories of the people which enforced
different countries to adopt security layers that very strict and stringent.
INSUFFICIENT INFRASTRUCTURE:
Proper infrastructure is one of the necessary requirements starting the range from physical
framework to urban framework. Proper transport facilities, easily accessible roadways,
sufficient electricity, telecom services, efficient sewage system, cleanliness are some of the
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essential requirements in infrastructure to promote travel and tourism industry across the
world (Michailidou, et al. 2016). The travel and tourism sectors are associated with a
different relative industry that is aviation, surface transportation, accommodation in hotels,
facilities like lunches dinner facilities in restaurants etc.
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1.2 ANALYSE THE TWO CURRENT ISSUES BY USING APPROPRIATE
METHODS AND RESOURCES
The companies in travel and tourism industry are highly influenced by the economic, social
and environmental factors. There is an increase in the revenues of travel and tourism
industry that has positively impacted the economy of the country which enabled in
enhancing the visitors and travellers. The two current issues are analysed with the help of
suitable methods and resources are below:
TERRORISM: the fear of violence or ferocity among the people of the country is terrorism.
Terrorism negatively impacts the society which results in unemployment, poverty, deflation,
homelessness and much more. The economic scenarios along with the fear among the
people are affected by this evil activity referred as terrorism (Scott, 2017). Terrorism affects
the demand in travel and tourism industry as it affects the interest of tourist to visit the
nation which results in a heavy loss in the revenue of business as well as by the countries.
The growth and development of the country are also impacted by this evil activity.
BREXIT: in the Brexit referendum in the year 2016, the residents in the UK voted to leave
the European Union which has affected the travel and tourism industry that is both UK
citizens visiting other countries and other visitors visiting the UK. About 41.7 million people
are expected to visit the country in the year 2018 which is an approximate increase of at
least 4.4 per cent as compared to that of 2017 (Veal, 2017). However, there is the
uncertainty of downside risk due to the impact of Brexit. The key uncertainty is due to the
continuing fluctuation in the value of Pound which is influences the economic performance
of the UK.
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TASK 2
2.1 EVALUATE CURRENT TRENDS INFLUENCING CHANGE IN THE TRAVEL
AND TOURISM SECTOR
There are various changes that have led to current trends in the travel and tourism sector.
The rich culture and various other factors have attracted a large number of tourists to visit
various locations in the UK (Vila, et al. 2015). Some of the prominent trends that have
affected the UK tourism have been discussed.
Family gatherings and leisure holiday are one of the major trends followed around the
world. This helps them in capitalizing the family occasions which are turned it into leisure-
oriented trips. This trend will increasingly impact the recovery of the UK market from the
impact of Brexit. Change in the demographics of the UK resulted in the contribution to
associate family reunion with leisure (de Grosbois, 2016). Health tourism such as spa breaks
has given rise to various kind of domestic leisure tourism. The old generation people who
are health conscious have given rise to this kind of tourism which distinct from leisure to the
heightening desire to take breaks from the work.
Fig 1
[Source: https://www.visitbritain.org/forecast]
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The use of technology also increased the opportunities for travel and tourism business.
People are now using internet services through which they can book for trips that are
facilities like accommodations, transport and food and various other facilities. They also look
for the reviews at a particular location to develop and ideas or understanding about the
places, people they are going to visit. It is uncertain that the referendum of Brexit will
impact the current trends in the travel and tourism industry (Xiang, et al. 2015). There are
various destinations such as British Museum, Manchester, and Tower of London etc which
attracted a large number of visitors in the UK. There are various other factors such as
favourable weather conditions, proper infrastructure facilities, efficient transport system,
better safety and security etc.
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2.2 ANALYSE THE CURRENT TREND IN NICHE TOURIST MARKET USING
APPROPRIATE TECHNIQUES AND PRODUCE A POSTER
The touring packages offered by the travel operators which are specifically designed to meet
the requirements of visitors are defined as a niche market. A special segment of the tourists
are categorised and it helps in attracting tourists and visitors in the UK (Patil and
Deshpande, 2017). Dark tourism is referred as visiting the location or sites which is
connected with death, disaster or macabre. Disaster can be of any form that is either
natural or industrial or both. The disaster can be resulted by the environment or
humanitarian catastrophes.
POSTER
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One of the niche markets is dark tourism that attracts the tourists who are interested in the
locations related to death. Dark tourism is referred to the tourist activities and is concerned
with the death through social scientific and empirical practices which explain about the life
and living. There are various locations such as about 1,40,000 people were killed in the
horrifying attack when the bomb was dropped on Hiroshima and while in Khmer Rouge
Regime about 1.7 million people died in Cambodia. In 9/11 terrorist attack, at least 3,000
people were killed. About 5 million people visit dark sites or locations around the world
every year (Patil and Deshpande, 2017).
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TASK 3
3.1 ANALYSE HOW THE WHITBREAD BUSINESS COULD RESPOND TO
CHANGE
One of the constant phenomena is the change in travel and tourism industry. It is essential
to adopt the changes covered in the external factors of the market. Whitbread Plc. needs to
be prepared with the various factors such as political, economic, social and technological
(Bower, 2017). It is imperative for the business to implement the strategy properly and
efficiently so as to face the changes.
Pest analysis is done to understand the different factors in the external environment so that
Whitbread Plc. can formulate the implement strategies to respond to change:
POLITICAL: the political system in the UK is in the process of evolution due to the recent
Brexit referendum that affected the government and politics. This has resulted in adverse
impact on the growth potential of a tourist destination (Bowie, et al. 2016). London is capital
of the UK which is the centre for all the activities about the administration and politics in the
UK.
ECONOMIC: This factor includes different internal and external aspects in the market such
as economic development, buying power, currency rates, inflation, labour cost etc. this
factors highly affect the tourism industry in the UK. The recent reform resulted in the
economic fluctuation along with the exchange currency rates (Cummings and Worley, 2014).
The government in the UK is planning to focus on the development of tourism industry by
adopting the promotional strategies to enhance the quality of services and also generate
huge revenue.
SOCIAL: social factors is comprised with the aspects such as social environment, population,
educational level, customs, norms and traditions etc. the attitude towards tourism activities
can be shaped up through these crucial factors. Change in the requirements of the travellers
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or tourist or current trends results in either negative or positive influence on the operations
of Whitbread plc (Bower, 2017).
TECHNOLOGICAL: this aspect broadly impacts the business of travel and tourism operators
such as Whitbread. London being the capital city and located at a strategic location has the
accessibility to emerging technological developments (Bowie, et al. 2016). Tourist
destinations are developed and promoted by using the latest technologies.
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