Global Tourism
Business analysis enables the organization to cope up with changes and increases the stakeholders market valuation significantly (Wu, 2016). The revenue generation analysis approach in business provides a holistic knowhow of the various aspects of global tourism industry. Here, in this paper, the accommodation sector is chosen and in it, small boutique hotel is considered for the discussion. The various aspects considered for study are global tourism, distribution levels, service providers, and technological support. Each point is discussed in the next segment.
Global tourism has flourished considerably in the recent years. The global economy has improved a lot due to the incorporation of tourism sector in it. Tourism has become a global leisure activity and travelers are opting tourism for a number of reasons like business, personal reasons, psychological reasons and many more (Mowforth & Munt, 2015). Generally, in tourism, people travel and stay in places outside their usual place of stay and in a new environment but for not more than a year.
A number of sectors are involved in tourism like water, air and land transportation and basic accommodation. Both accommodation sector and transportation sector are the primary requirement for global tourism. Travelers need to stay and travel back to their own residents after the travel need is fulfilled.
The small boutique hotel Abigail’s Hotel is selected for the paper, under the accommodation sector. A boutique hotel generally comprises of not more than 100 rooms and has strong personality of a 5-star hotel hospitality. It is the right mix of contemporary vibe with a quirky and modern spirit. Boutique hotels provide rich local flavor focusing mainly on food and beverage and also is pet-friendly (Stephenson & Bianchi, 2014). A brief history of the considered boutique hotel needs to be provided to understand the ultimate factors of global tourism.
Location: The hotel is located in the heart of downtown Victoria, British Columbia in Canada. The hotel is set in the 1930s Tudor style mansion with modernized heritage (“Amenities | Luxury Hotels Victoria BC | Abigail’s Hotel”, 2019). The location is ideal both for business purposes as well as for heavenly pleasure and comfort.
Offerings: The charming small boutique hotel offers a pleasant stay opportunity for its welcoming atmosphere. It offers 5-star comfort and have 23 rooms with luxurious beds and cozy breakfast accommodation facilities to the visitors (greatsmallhotels, 2019).
Distribution channel in tourism industry can be subdivided into two broad divisions- national and international. The national market is served by large tourism operators and retail travel agents. International medium includes tourism operators, wholesalers and retail travel agents (Saarinen & Rogerson, 2014). The public consumers may be individuals, groups or business entities. A typical tourism distribution chain incorporates the followings.
Levels of Distribution within the Tourism Industry
Customer services
Customer service plays an immense role in distribution channel networking and operations in tourism industry. Because all channels end links to the customers. Based on the level of benefit and preference the customers can choose from any type of distribution channels.
So, the effect of distribution channel is based on the end customers. They choose their convenient type of channels and decide their tourism needs.
Customer market can be segmented into four basic segments namely demographic, geographic, psychographic and behavioral. Based on these segments tourism sector can decide upon their distribution channels.
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Segments |
Attributes |
|
Demographic |
Quantifiable population based on gender, age, education, income, social status, family size and economic stability |
|
Geographic |
Based on physical location and regional differences in terms of country, state, province, region, city, urban and suburb. |
|
Psychographic |
Includes lifestyle, social and characteristic personality |
|
Behavioral |
Purchase and consumption behavior which may be need based, usage based, occasional needs, benefit based, frequency of purchase, loyalty based and readiness to buy based. |
Abigail’s Hotel uses its distribution strategy in the most proficient manner and has adopted business mix optimization strategy, online and offline booking channels and technological support. Understanding the various traveler’s segment help in diversifying business mixes. Generally, travelers are of either lower-yield or higher-yield segments (greatsmallhotels, 2019). Lower yield segment travelers derive from wholesalers and can book rooms for the entire year whereas higher yield travelers are derived from OTAs and from hotel’s own booking engine. They generally offer higher prices due to last minute arrival and have shorter span of stays. Such travelers rush during peak seasons (Cook, Hsu & Marqua, 2014). Abigail’s Hotel clearly segregates such travelers so that their revenue generation approach becomes well defined.
The service providers in tourism industry support tourism development and enhances the guest service experiences.
Transportation
Transportation is the key to effective tourism. If the transport and logistics system is not appropriate then tourism will fail and travelers experience will not be met. It can be said that due to improvement in transportation tourism industry has flourished a lot in recent times. Transportation is a medium of linkage between the various travel destinations and connect people, goods and services holistically (Bowie et al., 2016). Air, rail, water and land transportation are well developed in Canada and for this reason the tourism industry has developed so remarkably.
Abigail’s Hotel is located in such a prime location that it can avail all transportation effectively. It is nearly 27 km from the Victoria International airport and the harbor is also close to the hotel. Besides it is located in the heart of Victoria where land transportation is very frequent.
A number of luxury hotels, restaurants, inns, boutique hotels, lodges, cottage, chalet, mansion, resort, villa, apartment, treehouse, penthouse, manor, guesthouse, farmhouse, motels and road side stays comprise together to form the accommodation sector (Vellas, 2016). Ultimate traveler comfort and quality experience delivery is the main motive of developing accommodation services.
Service Providers
Abigail’s hotel is a small luxury boutique hotel in Victoria. It offers primary accommodation with cozy breakfast to its customers. A number of rooms are provided based on customer needs like deluxe ruby rooms (king, queen, double bed), amethyst rooms, superior opal, rose and emerald rooms and premier sapphire rooms (“Amenities | Luxury Hotels Victoria BC | Abigail’s Hotel”, 2019). A number of mandatory facilities are provided to add value to the accommodation service. They include car parking, 24*7 reception and customer care service, AC rooms, laundry services, free Wi-Fi and internet facilities and also satellite TV services, safe deposit boxes and quality sanitary services.
Food and beverage
Food and beverage services is one major thing that customers consider while choosing their accommodation. Keeping this in mind Abigail’s Hotel has structured its meal plans. A very cozy mandatory breakfast is provided to customers every morning. A three-course gourmet breakfast based on the local seasonal sourced food supply is served (“Amenities | Luxury Hotels Victoria BC | Abigail’s Hotel”, 2019). Freshness and quality taste are what are emphasized upon the most. Moreover, delicious hors d’oeuvers appetizer is served in the evening for refreshment.
Entertainment and attraction
This is another major reason in choosing the accommodation service and hotels. Generally, locations having more entertainment attractions are chosen for stay. In this regard, Abigail’s Hotel has added advantage. It is located in the supreme location of Victoria township and has a number of attractions nearby it. The beach Dallas road is only 2 km from the hotel where travelers can enjoy their beach vacations and George Valley golf club is only 5.6 kms from the hotel. The Victoria conference center, the Royal British Columbia Museum are all nearby where both business travelers and recreational travelers can fulfil their needs. The hotel provides a great sight of all points of interest in Victoria.
There is direct online booking engine, distribution channel manger, and a property management system that incorporates technology well into the core service operations in Abigail’s Hotel. Both online and offline mode of communication is adopted so that customers find the hotel user-friendly (Buhalis, & Amaranggana, 2015). The supportive staffs in the hotel are ready to help the guests in their problems and guide them accordingly. Because of the hotel structure there is no scope of elevators and this at times create problems among visitors but is mitigated by the in-house staff service there. Professional quality service is provided at the most affordable cost which help in maintaining the profitability above the set benchmark (Neuhofer, Buhalis & Ladkin, 2015). Timely feedback is collected from travelers so that if there is scope of improvement that will be considered to the earliest. Overall what can be said is that the hotel is the best example of having traditional service with the best contemporary tech support.
Conclusion
To conclude the paper, it can be said that Abigail’s Hotel is one of the best tourist destinations in Canada and its revenue generation approach is fair and is economical both for customers as well as the hotel itself. It has all factor requirement for a global tourism identity and has good customer review in terms of food services and lodging. And people just love to stay in Abigail’s hotels.
Amenities | Luxury Hotels Victoria BC | Abigail’s Hotel. (2019). Retrieved from https://www.abigailshotel.com/amenities-en.html
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Cook, R. A., Hsu, C. H., & Marqua, J. J. (2014). Tourism: the business of hospitality and travel. Boston, MA: Pearson.
greatsmallhotels. (2019). Retrieved from https://www.greatsmallhotels.com/victoria-boutique-hotels/abigail-s-hotel
Mowforth, M., & Munt, I. (2015). Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.
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Wu, C. W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.
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