Using data to build market campaign

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY ASSIGNMENT Module: Using Data to Build Business Practice Code: BSS004-1 USING DATA TO BUILD MARKET CAMPAIGN FOR EXAMINERS ONLY

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

ASSIGNMENT

Module: Using Data to Build Business Practice

Code: BSS004-1

USING DATA TO BUILD MARKET CAMPAIGN

FOR EXAMINERS ONLY

Grade (in words):

Cohort: K60BFA

Headteacher: Vo Thi Thanh Hang

Examiner 2 Submission date: 17 December 2022 (Signature & Fullname)

Student’s signature:

Ho Chi Minh City, December 2022

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRIER

VÌU,

USING DATA TO BUILD MARKET CAMPAIGN

Student’s full name: Nguyen Minh Khoi

Ho Chi Minh City, December 2022

EXECUTIVE SUMMARY —-.ã ă.ă - 4

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This report covers data regarding travelers arriving in and departing from the UK in 2019, 2021, and first quarter of 2022 The overall goal of the report is to analyze the data to comprehend UK residents’ travel patterns as well as make recommendations regarding a potential customer base

The program builds on data collected over the years through the travel industry, helping businesses better understand their customers and make key developments The vision of the program is to satisfy tourists through services and to help businesses earn profits

This is being achieved by promoting companies to develop projects of various genres thereby giving customers more choices Moreover, there should be recovery policies after the Covid-19 pandemic so that customers can safely conduct their trips Get the most out of their preferences

and habits for the best results

The following highlights reflect is detailed through the table of contents, specifically in the

Result Discussion section In this section, we analyze the data in detail, give some comments and some directions for the future

The process has also yielded significant lessons both on the major customer requirements and the tourism industry development strategies based on the collected data

Data is referred to as a company's "backbone" because it aids in the organization's understanding

of the needs, annoyances, and operations of its customers In other words, data is viewed as a

way to assess organizational size forecasts for the long future for the firm as well as a way to analyze performance Data enables firms to avoid "guessing" when making decisions about development projects, leading in more revenues and higher customer satisfaction

Similar to other industries, the travel sector regularly monitors and updates the data relating to journeys In order to gather data regarding travelers arriving in and departing from the UK, International Passenger Survey (IPS) has been in operation continuously since 1961 With the TravelPac datafile, it offers information for 2019 (before to the Covid-19 pandemic), 2021 (after the Covid-19 pandemic), and the first quarter of 2022

The goal of this research is to analyze the data to comprehend UK residents’ travel patterns as well as make recommendations regarding a potential customer base

A sample survey conducted by the Office for National Statistics is called the IPS (ONS) The findings are based on in-person interviews with a representative sample of travelers as they atrive at or depart from the United Kingdom (UK) via the main air, sea, and channel tunnel routes The Travelpac databases include details on international travel and tourism Although providing estimates for international migration is one of the IPS's primary goals, these estimates are handled separately and are not included in Travelpac

TravelPac continuous variables

Visits displays the number of visits each individual record can represent The total number of visits can be calculated by adding the data

Nights refers to the total number of overnights a visitor spends while visiting One row in a dataset from Travelpac can represent the entire number of nights for one or more actual IPS interviews because the nights have been weighted and added together

Spend represents the total amount spent during the visit Amounts are presented in UK pounds at today's exchange rates, representing the value of money at the time the visits were made The statistics are already weighted, such as in nights, so they may be added together to get spending estimates

Miscellaneous; Transits

PACKAGE Package or independent: Independent; Non-Independent (i.e package trip)

nights (3-6 months); 183 nights — 1 year

Tablel Travelpac categorical variables

Data Analysis - Mode

II RESULT DISCUSSION

Tunnel

Before the Covid-19

epidemic, more over half

(53%) of visitors were from

outside the country When

visitors are not permitted to

enter European nations, this

number falls to 43% After the pandemic, things start to settle down, businesses start to resume operations, and the tourism sector gradually recovers as well This might happen in the first quarter of 2022, when the two

numbers will almost exactly match those of the previous year In essence, everyone has the

chance to return for fantastic travel

Based on this data, we can observe that the proportion of tourists is fairly balanced However, the third quarter of both years had more visitors than most of the other quarters while remaining fairly consistent This demonstrates that in order to take advantage of this and raise profits, tours should concentrate on promoting products and ideas at this time The data showed a sharp gain in the fourth quarter of 2022, demonstrating how well the pandemic crisis time has been recovered from

Summarizing the data for 3 years, 83% of travelers choose to convert by plane Undeniably, the quality of service, convenience, safety and saving time are the factors that contribute to this ratio

Although the cost seems to be important with the other two types, the plane is still favored by many people

Data Analysis - Purpose

VER a 40%

Study [Ml 2%

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0%

5% 10% 15% 20% 25%

Over 80% of tourists choose independent travel, which makes it easier for tourists to choose

destinations without having to follow a framework This greatly affects the development of small

tourism service industries in a country, as well as the need to evenly distribute prices in the

market to avoid being too expensive or too cheap Package travel will save more time and money, but this limits the choice of forms of travel, as well as encourages the company to collect data and develop travel packages based on standards and customer requirements

Most people make the trip because of VFR or on vacation (74%) Short-term vacations like these are suitable for the strategy of developing accommodation models such as hotels, restaurants,

so we can profit from these activities

Data Analysis - Duration

100%

0% 178% — 2L9% 17.2% 7.5% 31.5% 3.2% 14%

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50% ‘Oo ‘Oo The data reveals that

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à 3 o* the leisure and means to

afford travel 90% of members of Generation

Z look for vacation accommodations and booking sources on social media Only 10% of baby

boomers use social media for the same purposes, yet 66% of them base their travel and lodging

choices on online advertisements Additionally, 72% of millennials who click through online

m 2019 @ 2021

advertisements then change their travel plans For both millennials and Gen Xers, booking through online travel agents is the preferred option (53% and 55%, respectively) To reach clients

as effectively as possible, this calls for enhancing information pages and frequently updating existing information regarding locations, schedules, etc

7, Data Analysis Based On Duration

The average length of stay for tourists is 4 to 13 nights, with 1-3 nights and 14-27 nights accounting for more than 20 each For our target request to find it charming, we would essentially want to make our sting last about the same amount of time It's also interesting to see how different people take vacations at different seasons and for varied lengths of time The average annual vacation time for millennials is 35 days, compared to the twenty-eight days taken

by the overall population The Gen Z cohort is traveling more often and for longer periods of time than ever before Due to obligations to their jobs and families, Generation X travels very little Therefore, our package vacation might last 10 days; customers are content with that length

of time, and it also gives our agency ample time to deliver the greatest experience We prioritize promoting the development of short-term tours, as it prevails over the general situation, which also fully meets the needs of customers

lvsi LOn C L6 i

Ireland, Spain, the United States, and the Netherlands were the top 5 most visited countries in

2019; nevertheless, France received twice as many visitors as the other four nations combined

Customers in Spain are willing to spend a lot of money on services, making up 13% of the total However, in 2021, even though our top 5 remain the same, the number of travels has dropped

significantly, to less than 500, but France continues to be the country with the most visitors

Spending remained constant as Spain maintained its top spot The majority of tourists are willing

to pay for amenities like lodging, meals, entertainment, and sightseeing According to actual facts, you should visit France at least once because the country's services are excellent and draw

many visitors, making everything quite comfortable (see TravelPac for details)

IV CONCLUSION

To summarize, based on TravelPac data, a few things we can learn are as follows:

- The trips revolve around the US, France, and Spain markets mainly

- Tourists are mostly teenagers and working people, the group of retirees also accounts for a fairly stable part

- Most trips are made by plane, and last between 1-3 days and 4-13 days

- Should promote the development of local services and develop diverse forms of tourism packages and interests suitable for each segment

- Strengthen the development of social networking platforms and constantly update information

so that tourists can approach and have a new view of the service industry

- Optimize costs to suit tourists but still ensure profit

- Some policies should be introduced to encourage tourists to return after the Covid-19 pandemic, while also ensuring the health of tourists

- Promote the image of favorite destinations

V REFERENCES

The Important Of Data - https://bom.so/0AT0Ox

Impact Assessment Of The Covid-19 Outbreak On International Tourism -

Age As The Key Factor In Tourism - hitps:/www.hotelm1ze.eom/blog/travel-trends-by-àe-

NGUYEN MINH KHƠI

Ho Chi Minh City, December 17", 2022