This content introduces business and tourism management, focusing on its role in integrating business principles with tourism and hospitality. It highlights the growth of the UK tourism sector, emerging travel trends, and the increasing importance of safety and customised experiences.
Business and tourism management is a field which combines the business principles along with the travel management, tourism-related activities and hospitality. The UK tourism sector changed majorly, this is becoming most significant industry in country. It is contributing the 106 billion to economy and as well as providing support to more than 2.6 million workers by giving jobs (VisitBritain, 2022). From the past decades, the tourism has been expanded and increased from the traditional to cultural experiences, adventure travel and event base tourism. The domestic and international travellers are mainly looking for customised travel and unique experiences, novel businesses related to the tourism have developed rapidly to meet the market needs. The major which has caught attention of the travellers is travel safety, mainly in the global crises such as increasing political instability and covid-19 pandemic.
The safety concern is increasing, currently travellers are more emphasised on the risk management while planning for the trip. It is in which the business ideas related to the “travel safety consulting” works well into the tourism industry and broader landscape so the chosen business idea is “travel safety consulting” The planned business will offer the safety training programs and risk assessment services which are personalized for the different travellers. This includes business travellers, adventure seekers and the families. The major services provided will involves the destination safety reports and customised risk assessment. Moreover, we would provide the safety briefing on the natural disaster, geopolitical risks and health risks for the different travellers which are heading to the destinations with the high risk (Marine-Roig and Huertas, 2020).
The present research and trends mainly support the business idea, highlighting that travel safety is the major concern among travellers. According to the report conducted by the Council of World Travel and Tourism, safety is an important priority of more than 80% of travellers when selecting destinations (World Travel and Tourism Council, 2022). The business will operate within London, in a prime location because the this status as the hub of global travel and this is near the major consumers, including adventure tour operators, multinational corporations and travel agencies. The location will permit easy access for consumers/ travellers who are looking for safety advice.
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Short-term objectives (6-12 months)
Launch the website of business and services: In the 6 months, the major objective is to launch the website which provides detailed information related to consumer testimonials, and services and easy -to -utilise the booking services (Fletcher et al, 2018). It would be measured by introducing an attractive and functional website, which will focus on gaining more than 500 visions each month by the end of the year.
Obtain 10 corporate consumers: By developing relations with the adventure tour operators and travel agencies to offer risk assessment and training. The main objective is to sign contracts with more than ten corporate consumers in operation in 1st year.
Medium-term objectives (1-3 years)
Service expands in 3 cities of the UK: At the end of the 2nd year, the major goal is to expand the effective operation to Edinburg, Manchester and Birmingham, providing consulting and in-person workshops. The success would be measured by developing partnerships in every city and securing the space for an office.
Development of the annual revenue to 150,000 GBP: The major objective is to gain this by the end of the third year via the combination of the training programs of online safety and individual consultation.
Long term objectives (3-5 years)
Development in the certification program of online travel safety: At the end of the 5 years, development of the online certification courses for businesses and travellers, along with the more than five hundred individuals need to complete the course annually.
Expand globally: Create a presence in North America and Europe in the 5 years, emphasising the travellers and corporate consumers who are looking for the services of risk management for global and international travel. The success would be evaluated by introducing two offices on an international basis.
Strengths
Weaknesses
Opportunities
Threat
Potential consumers
Corporate consumers: These include businesses in which the workers often travel, mainly in the risk regions. The organization from the different sectors such as non-profit, construction, energy and government agencies would demand the risk assessment and customised safety training for the team. Demographics are mid to larger-scale organizations, majorly with more than 100 workers who oversee the operations (Madura, 2007). The different business hubs and London includes Birmingham and Manchester, where the multinational organizations have the offices in UK.
Adventure travellers: The groups which consist of small groups and individuals who significantly engage within adventure tourism. This includes mountain climbing, trekking, and wildlife safaris within less secure and remote locations. These are aged between 25-45, well educated, affluent and having the passion to explore the off-the-beaten-path destinations.
Solo travellers and families: Solo travellers and many families are focusing on safe travelling, particularly within destinations which are having security risks and heightened health. The group will focus on safety consulting to make sure about their safety.
|
Segment |
Age range |
Income level |
Key travel preferences |
Safety concerns |
|
Corporate consumers |
30-35 |
£ 50,000 each year |
Travel internationally for work |
Health risk and Geopolitical risks |
|
Adventure travellers |
25- 45 |
£30,000-£60,000 |
Off- Off-beaten-path-destination and adventure tourism |
Remote areas and natural hazards |
|
Solo travellers and families |
30-35 |
£ 40,000 each year |
Safe destination, international family vacations |
Transportation, health and emergencies |
(Source: Travel safety programs, 2023)
Market analysis
Increasing demand for travel safety consulting: Effective research suggests that the demand is increasing for services related to travel safety. In a study by Statista in the year 2021, more than 58% of travellers in the UK considered security and safety to be major factors when selecting a travel destination (Statista, 2022). The trend is mainly exacerbated by the different global crises such as geopolitical conflicts, COVID-19 and natural disasters.
Forecast: Enhancement in adventure tourism: According to the report from the global adventure tourism market, the sector of adventure tourism is expected to boost within the (CAGR) compound annual growth rate of 15% among the year 2021 to 2026 (Adventure travel trade association, 2021).
The number of travellers: Within the year 2019, more than 93.1 million trips were made by residents of the UK, which majorly generated £62.3 billion in spending on tourism (VisitBritain, 2022). The increasing numbers of travellers are looking for consulting services to reduce risk association in the international travel.
Specific need, want and demand of the local market: The corporate consumers are demanding risk assessments for the workers, ongoing support, and safety training during travel. The organization focuses on the safety and security of the workers, mainly in countries with high risk. Adventure travellers are seeking expert advice and risk management on how to be equipped for the dangerous and challenging environment (Adongo et al, 2021). The families focus on the safety and health of the elders and children while travelling. Consumers want to travel in a safe and prepared manner; they need detailed information about the specific safety and destination information. The demand is increasing related to the safe travel experience, mainly in regions such as Africa, the Middle East and Asia, in which the risks are high. Post-COVID, travellers are more aware of emergency preparedness and health awareness.
(Source: Tourism risk, 2023)
The travel safety consulting will offer tailored services which can meet the demands and needs of every consumer segment. The risk assessment would make sure about the important information before travel. Corporate travellers, adventure travellers and solo/ family travellers will benefit from the training and expert advice to handle the emergency. These will obtain the consultation on the destination safety, health risks, and emergency protocols and make sure about peace of mind.
Competition analysis: To make sure that the “Travel safety consulting” stands out within the UK tourism sector, mainly in travel safety. This is significant for the analysis of the effective competitive landscape.
Competitor overview
|
Competitor name |
Service offered |
Location |
strengths |
Weaknesses |
|
International SOS |
Security and medical consulting, assistance in emergency |
London UK |
Having a global presence and also a corporate culture base. |
High priced and also less emphasise on the individual travellers. |
|
Control risks |
Corporate risk consulting and security risk management |
London, UK |
Corporate focus |
Limitation in services of individual travel |
|
Healix International |
Travel and medical safety services |
London, UK |
Strong in the medical sector |
The main focus on corporate health |
|
Travel Risk Management Ltd (Global rescue) |
Travel risk training and security consulting |
London, UK |
Emphasise travel safety training |
Limitation in the international coverage |
(Source: Rate of a competitor in consultancy, 2023)
5 Years | MSc
The rivals majorly operate in the major cities and London across the UK, Most of them such as Control Risks and International SOS, emphasise the offering the travel consulting services for the government and large agencies. This focuses on the medical and security evacuation. The “travel safety consulting” would differentiate by offering customised consultancy for family and adventure travellers. Unlike the rivals who demonstrate on the corporate consumers, our business would attract a broader audience. This includes the families, individual travellers and adventure tourists. We would provide solutions which are tailor-made and can take into account health concerns, specific destinations and traveller’s activities. It will offer real-time support for travellers 24/7; this makes sure that the travellers feel confident and safe throughout the whole journey.
Digital technologies will play a major role in developing the marketing strategy for the “Travel safety consulting”. Using the different social media platforms, email marketing and SEO, may boost the reach and brand visibility among the consumers. The different platforms such as Google Ads and LinkedIn will permit us to tailor content and boost the brand visibility. Instagram and Facebook might be utilised to connect with families and adventure travellers via informational posts and visuals.
Social media campaign: Business would develop the targeted ads via LinkedIn to attract most of the corporate consumers and through the use of Facebook and Instagram to engage families and adventure travellers (Quintal et al, 2022).
Content marketing: We would also focus on the product risk assessment report safety guidance and blog. It will be utilised for SEO to attract the major organic traffic.
Email marketing: By customising email campaigns, we will maintain and nurture the lead with the consumers. We will offer ongoing updates about the novel services, and travel safety trends via email.
Key stakeholders
Corporate clients: These are the most significant stakeholders for the “Travel safety consulting”. It includes organizations and multinational companies that mostly send workers to regions with high risk. The corporate consumers are mainly dependent on us for travel safety training, risk assessments and ongoing support.
Tour operators and Travel agencies: Partnership with the tour operators and travel agencies would be other important stakeholders to the success. These can refer to the consumers who need additional measures for safety within high-risk destinations and adventure travel.
Staffing: On the initial basis the “Travel safety consulting” would operate in the structure of lean staff. Two safety consultants, will conduct the safety briefings, and risk assessments and boost the tailored effective safety plans for the consumers. The administrative assistant will handle the inquiries, scheduling and general business operations.
Within the next 12 months, when the business is nurtured, the structure of staffing will be reviewed. If any kind of demand arises, we will plan to retain more marketing specialists and safety consultants to maintain the promotional activities.
Long-term organizational structure: Within the long-term team, the “Travel safety consulting” will boost within the defined structure of an organization with the different department heads which mainly overseas the various functions. The operational department mainly emphasised managing the partnership and increasing brand awareness with digital marketing campaigns and travel agencies. Consumer relations, this is possible for maintaining and building effective relations with the key partners and corporate consumers.
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Laws, regulations and insurance: As the organization will operate in the consulting and travel safety industry. The “travel safety consulting” needs to comply with the different regulations and laws. This will need to follow the “Health and Safety at Work Act 1974”, which makes sure that the safety consultants are majorly certified and trained to offer the appropriate risk assessments (Altinay et al, 2016). Moreover, since “travel safety consulting” particularly offers the services of safety consulting, the (GDPR) General Data Protection Regulation would be essential for making sure that the consumer's data is stored and handled securely.
The start-up loan of £20,000 would be allocated to the major aspects of the business to make sure about sustainable and smooth growth of the business. The two major targeted expenses would be “Staff costs” and “marketing and advertising”, these are important for success within the business.
Marketing and advertising: (£ 5,000): This is the major expense, as this attracts the consumers and creates brand awareness for the novel business. The funds would be mainly allocated to the campaign of digital marketing on different platforms such as Facebook, LinkedIn and Google Ads. The major portion will be utilised for content creation, website development and SEO to make sure about the visibility of individual travellers and corporate consumers.
Staff costs: (£ 4,500): This is a business which is service-based, and the skilled staff plays a major role in providing high-quality services in consulting. The load will help in providing the salaries in the starting few months for the administrative assistant and 2 safety consultants.
In the case of inability pertaining to making repayment of the loan because of unexpected events like operational unforeseen challenges, or slower sales I have the back plan to manage the condition by using following measures:
Cost-cutting measures: Within the financial strain, I will decrease the non-essential expenses; this includes equipment upgrades and marketing. Moreover, I will change certain services to the effective remote model, which decreases the overheads such as utilities and rent.
Temporary hiring freeze: If needed, I might delay the whole process of hiring more staff and emphases on the contractors and freelancers on the project, this reduces the long term commitments of the salary.
Diversification in services: By making sure about a steady cash flow, mainly focus on different service offerings like as consulting to individuals or small groups, and online courses for safety. It will permit to boost the revenue streams and tap into the diverse consumer segments.
Conclusion
Conclusively, it states that the “Travel safety consulting”, would be successful because there is an increasing in demand for services related to travel safety, majorly among adventure travellers, corporate consumers and families. With emphasis on the real-time support, risk assessments and expertise within the high risked travel, this marketing is having the gap related to the travel safety consulting. The start-up loan of £20,000 will permit for the increasing investment in the staff, investment, infrastructure and making sure about the strong launch. The business plan, particularly backed by clear strategy of finances and research, it also fulfil the needs of consumers.
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