Technological changes and its advantages for the travel and tourism industry
Analyze how travel and tourism businesses could respond to change
There are five main types of changes in the travel and tourism industry. These changes are as follows. Technological changes- Technological changes include the transformations in the information and communication sector (ICT). The travel and tourism industry has made generous use of these changes by enabling booking online that in addition allows the customers to research online destinations. This can be done through either Travelocity or directly through the Expedia. The travel and tourism sector have tapped in the advantages provided by the revolution in information technology. Small to medium size enterprises have their personal websites , online booking facilities, online credit and debit card booking, provision of e-mail address that allows the customers to directly contact the travel agency for their specific queries. Tour operators have reacted to change through their own websites and by shifting into the dynamic packaging This allows the tour operator and the customer to engage in an interactive process. The next change can be identified in case of the air travel.
There has emerged a new generation of cruise ship that enables a range of transport system developments. One illustration of this is the super-jumbo Airbus which is an aircraft that has been designed to cope with the growing demand and expectations for air travel. In case we take the example of travel and tourism in Rome, it is imperative for the business to take into account the change management strategy (Moutinho and Vargas-Sanchez 2018). Change management plan can be proceeded through the implementation of objectives and goals that needs to be accomplished. It is pertinent to provide a coherent and cogent criteria accomplishing success of the business. This is to be followed by developing the plan through the incorporation of adequate details that would outline the steps that needs to be adopted and the direction and content of actions that needs to be executed with the aim of achieving the goals and objectives that would help the company to secure its position and entrench its competitive advantage. There are situations when the corporate enterprises, management and individuals fail to recognize the efficiency through which the companies can manage owing to their cause and effect of the acts that alienated by high time (Baum 2015).
In order to respond to the changes and alterations with alacrity four key issues need to be kept in mind in case of Rome. The first step is to explore learn through exploration of the past mistakes and strive not to repeat those mistakes. The second step is to understand that individuals should be considered as highly significant fact in the business yet they are faced with maltreatment. The third aspect is that technology may not be the penultimate determinant of success. There needs to be cooperation, coordination, bonhomie and involvement from people for the travel and tourism business to achieve success. The fourth aspect is that knowledge is power as envisaged by French post-structuralist scholar, Michel Foucault. Communications and information combined with education along with the integration of experience constitutes the source of knowledge. On the aspect of socio-economic change, the travel and tourism packages for the single parent can be an innovative idea to make the single parent feel comfortable. There is a concern about the negative impact on the environment posed by air travel and therefore, the travel and tourism industry has considerable impact on the environment (Moutinho and Vargas-Sanchez 2018).
Change management plan
The awareness about environment and the increasing consciousness among the consumers have led to the growth in sustainable tourism and ecotourism. Another environment impact on tourism is that natural disasters and natural calamities can pose threat on prospect of travel. This is analogous to the political instability and terrorism that is the political impact of tourism.
Develop strategies on how selected travel and tourism businesses could respond to change
Tour operators enable the customers to customize their own package rather than selling ready-made packages of transport, accommodation to the customers and transfer. This attempt of tailor made packages could benefit the travel and tourism business in providing convenience to the customers. The highlight of the tailor made packages is that that the customers can choose their specifications and create their own travel itinerary. Unlike, the dynamic packaging in which the menus tend to be restricted this option of providing customizable service expands the menu choice for the customers. This process of dynamism can be tapped in by the travel and tourism industry that would allow the customers to add extra to the menu that can be included in the revised packaged price. The travel and tourism can allow the online bookers to may use of these add-ons to the package. There are certain strategies that can be utilized by Virgin Atlantic and NCL cruise for accomplishing the goals and objectives. To initiate change in the company there needs to be willingness from both these companies (Ezeuduji 2015). This willingness will serve as the initial motivation for the company. Both these companies need to develop a sense of urgency. Issue of timing
- Issue of timing- Both these companies need to understand about the importance of time for implementing appropriate change. . More constructive strategies need to be adopted in case of higher level of changes. There should be enhancements within the work practises that would be suitable during the phase of recession or inflation.
- Creating a change vision- When both these companies would think about initiating change there would be greater solutions and ideas available for the company. The companies need to link to theses conceptions with the vision in which individuals would bean le to understand the issues and keep it mind whilst making any decisions regarding their respective companies.
- Marketing plan for Virgin Atlantic strategy and marketing mix- The tourism product in this case the destination can be experienced by the customers. This can be understood as the composite product of transportation, facilities and attraction. Pricing in these two companies is a complex process and it would include services of that of bus, airways, hotels and air travel to name a few. The geographical location determines the price. There can be the selection of different marketing strategies that would be selected to reflect on the overall objectives of the organization (Veal 2017). On the aspect of promotion there needs to awareness that would have a far-reaching effect on the prospect and growth of the business. The marketers of these companies need to make use of the different promotional strategies that can be done through spreading awareness about the new features and facilities of the company of the company through the newsletters and advertisements on the social networking sites. In addition, promotion can done by by incorporating youtubers to create awareness on their Youtube channel and even through word-of-mouth publicity of the existing customers.
- Marketing plan for NCL cruise line and marketing mix: NCL is one of the largest cruise liner that operate in the global market. They have adopted a number of different strategies to establish their prominence in the global market. They have a concept of freestyle cruising on their cruise liners. This means that they have no fixed dress code, dining times or times for other activities on its cruises giving them relative advantage. Currently it holds 11% market share in the global market. It also has bee including activities to suit the younger clientele’s lifestyles apart from funnelling large amount of money in its promotions.
- Product life cycle: the Virgin Atlantic is in the maturity stage of the product life cycle and may decline unless they take some strategies in consideration. The NCL is in the growth strategies that they have been adopting in the current situation.
- Brand development: The brand development of the Virgin Atlantic can focus on the development of the different consumer based services like providing online choice of the inflight food menu. It can also focus on the increment of the destinations they fly to. The NCL can focus on the cost effectiveness of their various cruise plans to attract consumers of a younger age.
- Changes to business practices: The changes in the business processes that will aid the development of virgin Atlantic will be the implementation of consumer based strategies which will help them to justify consumer needs. The NCL should focus on gaini9ng a better market reach.
Justify strategies for how selected travel and tourism businesses could respond to change
Virgin Atlantic and NCL cruise can firstly create change vision. Both these companies need to create a marketing plan that is conducive to the development of these companies. The companies need to place high value on customer satisfaction by allowing the customers to customize their travel itinerary and make the most of the technological benefit. It has been found that that the socio-economic influence of the travel and tourism industry. Therefore, one strategy would be not remain aware about the countries that have an unstable climate and nit initiate any travel plans for those regions (Law et.al. 2015). The negative impacts that arose due to the depletion of the natural resources of the environment have led to ecotourism that can be tapped in by these companies. Two new products have been created to deal with the ongoing issue in the travel and tourism industry. These new products are hotels for particular customer types and budget. Establishment of hotels and the tie-up with these hotels will help these two companies to expand its customer base and attract customers with different aesthetics, taste and choice. On the other hand, the incorporation of budget airlines have extensively made use of online booking and self-packaging once again being beneficial for the travel and tourism industry. Anchoring the change within the corporate culture if both these companies- It is important that both these companies realize that they need to make concerted efforts to improve every aspect of the company. The managers of these companies need to be determined the changes and involve the employees in this change (Bowie et al. 2017). These two companies have understood the potential of non-family groups and its prospect in the growth of the industry, therefore it have introduced non0family group tourism that allows the millenials, single mothers and the people who are sexual minorities to enjoy every aspect of tourism. At the same there are a large number of affluent and fit members of the grey market. Both these organizations drawing from the SWOT analysis are aware that its strength lies in innovation and understanding the pulse of the customers whereas the threat emerges from the already established travel and tourism agencies that have a made a mark for themselves thereby gaining competitive advantage over these companies.
References:
Baum, T., 2015. Human resources in tourism: Still waiting for change?–A 2015 reprise. Tourism Management, 50, pp.204-212.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI Tourism Texts. Cabi.
Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
Ezeuduji, I.O., 2015. Strategic event-based rural tourism development for sub-Saharan Africa. Current Issues in Tourism, 18(3), pp.212-228.
Law, R., Leung, R., Lo, A., Leung, D. and Fong, L.H.N., 2015. Distribution channel in hospitality and tourism: Revisiting disintermediation from the perspectives of hotels and travel agencies. International Journal of Contemporary Hospitality Management, 27(3), pp.431-452.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor & Francis.
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