Uk Online Travel Agencies
21510
Global Context of Management
Online Travel Agency – UK
Table of Contents
Introduction 3
Global View 4
PESTEL Analysis 5
Porters Five Forces 6
Appendix 1: PESTEL Analysis 7
Political & Legal 7
Economic 8
Social/Cultural 9
Technological 10
Environmental 11
Appendix 2: Tables & Graphs 12
Appendix A 12
Appendix B 12
Appendix C 13
Appendix D 13
Appendix E 14
Appendix F 14
Appendix G 15
Appendix H 15
Appendix I 16
References 17
Introduction
This report aims to analyse the online travel agency industry in the United Kingdom (UK). It does so using a variety of techniques:
1. Offering a global view of the industry across four chosen countries – China, India, United States and the UK
2. PESTEL analysis – a summary is included in this executive summary, with the full analysis as an appendix at the back.
3. Porter’s 5 Forces analysis
The online travel industry in the UK has been established for some years now and is reaching maturity. As it reaches maturity, the rapid growth it saw leading up to this point will cease to continue. This will increase competition and make it increasingly difficult to operate an agency.
This economic climate will cause further difficulties for online travel agents as consumers look to find value for their money, and spend time seeking the lowest price.
In saying that there are enormous opportunities on the technological front with m-commerce beginning to come to fruition. In addition, the industry is beginning to see the benefits of marketing through social media and this should play an important role in the future viability of an online travel agent.
Global View
The online travel market in Asia is expected to be the most import driver that will affect the overall travel market in Asia in 2012. Estimated to grow 35.2% annually in 2012, the online travel market of China, and its growth over the last few years shows that the online service of
Global Context of Management
Online Travel Agency – UK
Table of Contents
Introduction 3
Global View 4
PESTEL Analysis 5
Porters Five Forces 6
Appendix 1: PESTEL Analysis 7
Political & Legal 7
Economic 8
Social/Cultural 9
Technological 10
Environmental 11
Appendix 2: Tables & Graphs 12
Appendix A 12
Appendix B 12
Appendix C 13
Appendix D 13
Appendix E 14
Appendix F 14
Appendix G 15
Appendix H 15
Appendix I 16
References 17
Introduction
This report aims to analyse the online travel agency industry in the United Kingdom (UK). It does so using a variety of techniques:
1. Offering a global view of the industry across four chosen countries – China, India, United States and the UK
2. PESTEL analysis – a summary is included in this executive summary, with the full analysis as an appendix at the back.
3. Porter’s 5 Forces analysis
The online travel industry in the UK has been established for some years now and is reaching maturity. As it reaches maturity, the rapid growth it saw leading up to this point will cease to continue. This will increase competition and make it increasingly difficult to operate an agency.
This economic climate will cause further difficulties for online travel agents as consumers look to find value for their money, and spend time seeking the lowest price.
In saying that there are enormous opportunities on the technological front with m-commerce beginning to come to fruition. In addition, the industry is beginning to see the benefits of marketing through social media and this should play an important role in the future viability of an online travel agent.
Global View
The online travel market in Asia is expected to be the most import driver that will affect the overall travel market in Asia in 2012. Estimated to grow 35.2% annually in 2012, the online travel market of China, and its growth over the last few years shows that the online service of
References: ABTA (Association of British Travel Agents). (2012). Package travel directive & regulations. Retrieved May 10, 2012, from http://www.abta.com/about/lobbying_and_government_affairs/package_travel_directive BBC Country analysis report, the UK, in-depth PESTLE insights(2011). Datamonitor. Darlington, R Directgov. Overview of the UK system of government. Retrieved May 4, 2012, from http://www.direct.gov.uk/en/governmentcitizensandrights/ukgovernment/centralgovernmentandthemonarchy/dg_073438 Dooley, G Gamble, A. (2009). British politics and the financial crisis. British Politics (Palgrave Macmillan), 4(4), 450-462. Online travel in survival of the fittest(2009) Penrose MP, J. (2011). Government tourism policyDept for Culture, Media & Sport. Smith, N Somerville, H. (2004). Travel, tourism and the enviromental challenge. Tourism and Hospitality Research, 5(1), 65-71. Trading Economics Travel and tourism in the united kingdom(2011a). Euromonitor International. Travel retail in india(2012) Travel retail in the united kingdom(2011b). Euromonitor International. UNDP