Royal Travel Agency

Royal Travel Agency

Company Description

About Royal Travel Agency

Royal Travel Agency is a registered company set up in New York that offers a wide range of travel services to its clients. The company upholds professionalism in all that it engages in and ensures that its clients are satisfied (“Royal Travel & Tours”, 2020). There are no extra or hidden charges for the services provided as transparency is one of the core values of the Royal Travel Agency. Most of the services offered by this company are tailored to meet the unique needs of the clients.

Royal Travel Agency Services

Services offered by Royal Travel Agency include:

• International and domestic airline tickets at discounted prices
• International and domestic travel options
• Hotel, resort and accommodation reservation at discounted rates
• Corporate and group travel plans
• Tailored travel itineraries
• Travel insurance
• Advise on the required travel documents for visas
• Land transportation services
• Travel consultation.
• Services of qualified and professional staff, including tour guides and consultants.

The mission of Royal Travel Agency

The Mission of Royal Travel Tours is to establish and develop a healthy, exuberant and enthusiastic environment in which the staff is remunerated well and instructed to respect the customer and offer the best quality of service that they plan to provide (“Royal Travel & Tours”, 2020). Follow-up is an important activity of the company to ensure that the customers are satisfied with the services and also highlight areas where the company can better their services. The company is committed to making fair profits that will ensure the realisation of the long-term and short-term goals of the company and properly remunerate the clients for their work and effort.

Core Competencies

Royal Travel Agency is an extremely diverse company that handles all kinds of services that regards travelling. It is diverse in terms of the geographical area that it serves, diverse in terms of the activities it engages the client in and constantly serving their clients with new and unique product services. The company applies e-tourism strategies just like the majority of modern tourism industries as denoted by Bandara & Silva (2016). The unique services offered by the company are tailored to meet the stipulated laws and guidelines of the different countries where it is offering its services. The core competencies include:

• Technical Competency.
• First aid and emergency medication while in the field.
• Excellent customer service and group management skills.
• Historical interpretation of Natural and Cultural factors (efficient service delivery)

Technical Competency

Royal Travel Agency thrives on technical competency. This is one of the core competencies that drive this company. As a travel agency, the company engages in some of the fun yet risky sporting activities like white water rafting, rock climbing or mountaineering. Therefore, the guides are well trained and have the required certification to oversee such activities. Cetin & Yarcan, (2017) denoted the significance of having well-trained sports guards in the recreation centre. The ability of the company to have well trained and trusted guards has given it an upper hand in the tourism and hospitality market.

Corporates and other individuals interested in such services are well assured of their safety as they take up such exercises. Clients trust in the services offered by a company is a crucial factor in spearheading customer loyalty (Nuseir, 2016). Royal Travel Agency gets the required certification like the British Canoe Union (BCU) required for all canoe and kayak guides in the United Kingdom and the International Rafting Federation (IRF) important for white water rafting of different crafts.

First Aid and Emergency Medication while in the field

Royal Travel Agency is aware of the intense physical activities that some clients make during their travel trips. This awareness has prompted the company to have travel guides who are always ready to take care of the clients in case of any emergency. The travel guides have the required certification to offer emergency medical services while they on trips with their clients. Evans ( 2016)  denotes that instilling clients confidence through the provision of certification is of the major factors that give tourism and hospitality players a competitive advantage.

Excellent Customer Care and Group Management Skills.

Royal Travel Agency has excellent customer care and group management skills as one of the core competencies. This competency is the backbone of the services offered by this company, the staff at the company are always ready to respond to the queries of the clients and serve them accordingly.  According to Buttle & Maklan, (2019), customer management relationship is a key factor in ensuring t customers retention in any industry. The company offer additional monitoring services like ensuring the clients get the right kind of food at their accommodation centres, ensuring overall comfort of the clients, and ensuring that the clients are in a happy mood during their travel.  This has led to the company attracting corporates and other group clients that enjoy the team building activities spearheaded by the company.  Yang, Liu, Teng, Liao & Xiong, (2016) stipulate shat segmenting clients based on needs is a key factor to consider in buyer optimisation. Royal Traveling Agency applied buyer optimisation strategy to attract its clients.

Historical interpretation of Natural and Cultural Factors (efficient service delivery)

Royal Travel Agency is an expert in tourism and travel components such as exploring historical sites, current events and cultural heritage. It is not an easy task being up to speed with these facts, but the competency of its travel guides is unmatched. Good communication skills are an integral skill in this company to ensure the clients get satisfied with its services. Goodman (2019) denotes that communication skills are among the key assets that any organization should invest its resources in.

The travel guides at the Royal Travel Agency are skilled to effectively communicate with the clients and are very knowledgeable with the culture and places that they take their clients. They are also very keen to serve the interests and desires of their clients. According to Zeugner-Roth, Zakbar & Diamantopoulos (2015) on their theory of consumer behaviour, understanding the subject matter of a product assist in making the consumers have confidence in the product. Similarly, Royal Agency Travel has invested in consumer confidence in every aspect of its services. The guides share information in an approachable and digestible manner during excursions, during casual conversations and during meal times.

Sustainability

A core value of Royal Travel Agency is a great focus on sustainability, including environmental and social sustainability.  Lindow, Kaluza, & Stark (2018) denotes that it is an organization’s ethical responsibility to practice sustainability of the environment. The staff at Royal Travel Agency Company ensure that they interact with the local partners at the respective nations and share local cultures and history. This kind of interaction helps in giving the guests an immeasurable kind of experience as they go about their excursions. This interaction also puts the company at the edge, making it known among the locals in the various countries where it is operational. The travel guides at this company ensure that they uphold environmental sustainability and model the same practice to their guests and clients.

Application of positive social value during an interaction with clients leads to clients’ admiration which increases the overall value of the products offered by the company as denoted by Kumar & Reinartz, (2016). This aspect enhances the reputation of the company and ensures the posterity of the attractive sites to the future generation. Travel guides at the Royal Travel Agency are known to ensure sustainability as one of the core competencies of the company in many different ways. Once their clients confirm their interest in travel, they take several measures to ensure that the clients are comfortable and that they enjoy their stay.

The staff plan and prepare ahead of their travel. They travel and camp on durable surfaces or durable grounds depending on the destination of their clients.  They also encourage proper disposal of waste property and proper care of the amenities in the excursion areas including protection of wildlife or farm animals depending on the location. Consequently, they adhere to campfire guidelines and minimise on the negative impacts. In addition, the guides portray a high degree of consideration to their hosts, other visitors and everyone they encounter on their excursions. The travel guides are very aware of illegal practices like poaching and trading of prohibited wildlife products and are champions against it.

Other characteristics or practices by the travel guides that enhance sustainability include enlightening themselves on the areas they are to visit. The staff purchase and take care of the equipment required to avoid shortages or shortcomings that result from the lack of the appropriate equipment. Furthermore, the staff have been taught to be keen on wastage. They portray vocal opinions about conservation and restoration of the places that they visit, and they are sensitive to the religious and spiritual beliefs of the areas they are travelling to.

Objectives

Muharlisiani, et al (2019) stipulate the significance of an organisation having clear objectives as a way of achieving the organization’s goals. The main aim of Royal Travel Agency is to offer the best and quality services to its clients in a bid to satisfy their needs. The company ensures that this agenda is fully achieved by employing a professional team that has the interests of the people at heart and by offering top-notch quality custom-designed travel packages that are tailored to meet the clients’ needs. Royal Travel Agency increases its awareness of the various market segments through its strategic marketing campaign segment.

The marketing segment ensures that the company outshines other companies with its exceptional services in the increasingly competitive market. According to Rahman & Astuti, (2020), branding is very crucial in increasing product awareness. Royal Agency has worked at creating clear objectives and milestones on branding which has given it a competitive edge. The objective of the company is to sort the accommodation and the transport services of the clients while they take care of their important issues.

The marketing strategy of the Royal Travel Agency is professionally done to give a true image of the company and the kind of services it offers. Another objective of the Royal Travel Agency is to present themselves as commercial transport operator of quality standards that offers to fulfil the needs of the customer like enjoyment, reliability and good image. It ensures utmost rapport has been established among the key stakeholders, especially the travel and hotel agents in different locations. In order to offer the best customer experience, the company has applied great innovation in achieving its objectives.  According to Chen, Kerr, Chou & Ang (2017), service innovation is the best way to offer the consumers the best experience.

The marketing team in its quest to put the company at the edge has customised brochures and advertising materials that will help the clients in understanding better the various services offered by the company and the importance of using them. Informative, creatively-done brochures, fact sheets and business cards often lure the clients into considering using the services offered by a company as denoted by Krajčovič, & Čábyová, (2017) and VOLF (2016). All these factors increase the sales of the services offered at the Royal Travel Agency.

The specific objectives of the Royal Travel Agency include:

• Be consistent in their responsibility of offering enjoyable and quality excursions and trips within a stipulated time-frame and budget.
• Ensure that their clientele is always satisfied, pleased with the services and can recommend them to other people.
• Build and institute a heavy market presence that assures the company of maximum profitability, development and success.
• The company is wholly committed to supporting the growth, development in the tourism and the general travel industry and the general economy of New York.
• Have a positive impact on the communities and the environment of the countries they operate in.

The objectives listed above are skewed to meet the needs of the clients based on their place of origin. Clients are assured of their security and value for their money during travel. The objectives are also in compliance with the laws and the regulations of the specific area of travel.

Target Market

Royal Travel Agency serves a wide range of the target market across many countries. The target market includes people looking for youth holidays, family tours, ladies tours, honeymooners, holidays by senior citizens and leisure holidays. Corporates and groups are part of the target market served by this company. According to Kannisto, (2016), it is important for a company to have a defined target market for its product. This is a technique that has worked for Royal Travel Agency.  Royal Travel Agency has stationed travel agents in most countries of the world to serve the different clients in different parts of the world. The packages are tailored to meet the needs of the different clients and give them the maximum kind of satisfaction. There is a different kind of target market served by Royal Travel Agency which includes

People Who Do Not Have Travel Plans

This target market is often casually browsing through the internet with no travel intention but going on with their lives as usual. The company captures this audience by investing heavily in social media marketing. It is on this platform that people see pictures of their friends’ holiday moments and see the life of social media influencers whom they always admire. According to Khamis, Ang, & Welling. (2017), the use of social media influencer is among the modern digital marketing technique that has given tourism and travel companies a competitive edge. Royal Travel Agency capitalises on these people by making them realise that they can actualise this dream with proper planning. It also partners with social media influencers who provide capturing content that will be of interest to many people in this audience.

People Who Are Deciding Where to Go

Royal Travel Agency targets the people who are researching and comparing their locations for their next holiday. These persons have already decided to make to travel, but they do not know of their location. They are not casually browsing on the internet but actively looking for places to visit where search engines are very vital in this stage. Royal Travel Agency implements the best SEO strategy to ensure they are in line with the keywords that the clients may be used to analyse their destinations. This company ensures that its presence is felt on the internet and aligns itself with the travel expectations or desires of this audience.

The audience is making their first bookings.

One of the services offered by Royal Travel Agency is making travel and accommodation arrangements for their clients. People making first bookings have already made up their mind on the areas they wish to travel. Royal Travel Agency, through their marketing team and strategies, step up in showcasing the kind of arrangements that they have for their clients. They can use pop-up Google Ads to advertise themselves. This marketing strategy targets the people who use search engines like Google Search to check out for the available booking options for travel, rental cars, accommodation and essential items like travel insurance. Royal Travel Agency makes it possible for prospective travellers to make their bookings online without having to leave Google. Chaffey, D., & Smith, P. R. (2017) denotes how Google search engine optimisation has led to tourism ad travel companies getting unexpected sales leads that lead to actual sales.

Secondary Bookings

Royal Travel Agency also considers people who have already decided to travel and are now making bookings on the activities, restaurants and the attraction areas that they will travel to. It takes advantage of them by enhancing their visibility on the internet. This audience is aware of the places they are planning to visit. Royal Travel Agency ensures that it highlights the attractive features of the areas commonly searched by these people. Travellers always want to visit the good places in their destination areas and make the best out of their excursion. Royal Travel Agency ensures that travellers are made aware of these places, helps them in making bookings and ensure that they enjoy their stay during their holiday. This technique applied by Royal Travel Agency is known as Forecasting of destination and it is widely applied in the tourism and travel industry a denoted by Camilleri (2018).

Local Travels

Royal Travel Agency not only focuses on international travels and clients but also people within the locality in the United Kingdom. Its staff are always seeking opportunities to satisfy all their clients irrespective of their locality. People who do not have intentions of travelling do not stop scrolling the internet, and this is a perfect opportunity for the company to market the services that it offers. Royal Travel Agency is out to instil travel inspiration to the people and present the deals that it has to offer to its clients. Ghaderi, Hatamifar,  & Ghahramani, (2019) highlights the role of smartphones and the internet in enhancing local tourism globally.

Multichannel Customer Relationship Management Strategy

A Customer Relationship Management strategy is an important marketing strategy for Royal Travel Agency because it helps the company know what their clients want and their travel package preferences. A CRM platform with multichannel customer data helps the company to maximise their interaction with their clients and know what services are more beneficial to them as indicated by Kefalas (2019). This platform helps the company to know what social media channels that the clients engage with the most, the area of residence, their age, among other factors.

A multichannel customer relationship management marketing is important for the Royal Travel Agency as well. According to Hassan et al. (2015), a multichannel customer relationship management involves the application of several channels to increase the opportunity of interacting with prospective customers These channels include email, print ad, retail location, website, promotional events, mobile application, SMS messaging, or word-of-mouth. The Royal Travel Agency multichannel platform gives potential clients increased consumer choice of where and when to buy.  The multichannel CRM helps the company to collect consumer data and analyse the required picture of the kind of consumers that the company is handling or even available in the market as stipulated by Kumar & Reinartz (2018).

A multichannel CRM Strategy for Royal Travel Agency improves relationships and interactions with the clients and potential customers of the agency (Collins, 2019). It also streamlines the marketing activities and increases the company’s business.  According to Minh Ngo et al., (2018), a multichannel CRM is a better platform to handle the issues of the customer, monitor the spending habits of the customer, selecting the most viable marketing media that will reach most of the clients, and increasing the level of maintaining the customers.

Royal Travel Agency CRM Strategy

The company applies various strategies as discussed below:

Data Collection

Royal Travel Agency collects data on its clients through various means including phone, in person and on online platforms. These platforms generate data on the various travel habits of their clients and their preferred destinations. The company utilizes Multichannel CRM in its data collection strategy. According to Maroofi & Amiri, (2016), the modern corporates organization has realised the significance of multichannel CRM and its significance in collecting relevant client data such as their preferred kind of accommodation areas and excursions. Royal Travel Agency collects data from the customers from pop-up forms on various websites, asking people of their preferences when they sign up on various platforms and using cookies on the company website to help in monitoring the visitors.

In addition, the company personalise the landing pages and have an analysis on the multiple page views and single visits. Furthermore, the company has the location data from customers whenever they download the company application or make visits on the social media pages and tracks the level of activity on the social media pages. Consequently, the company persuades the prospective clients to give their data by giving a reward like making it free to log in to the company website and free resources like travel journals in exchange for their email address.

Data Organisation

Data organisation is vital for easy accessibility and can be referenced back for use (Kekeya, (2016). Royal Travel Agency sorts the customers based on geography, their demographics and the level of engagement. Data organisation in the Royal Travel Agency is a very vital component of an effective CRM Strategy as helps in the targeting of specific groups of travel and send information that will be specific to that niche and influence them.

Data Analysis

This stage is where the Royal Travel Agency makes good use of the collected data This analysis provides the number of clients accessing the specific services and at what frequency. The analysis will reveal the specific needs and wants for the clients. Data analysis is very important for the marketing segment of the company where:

• The marketing strategy is improved because the company is now aware of the preferences of the customers.
• The helpful feedback from the clients enables the Royal Travel Agency to know how and which services to improve as they go about their business.
• Data analysis entails finding the most appropriate way of giving promotions and special offers.
• The data collected is analysed to create more shareable and interesting content.

Marketing Success

Royal Travel Agency is keen on the information it collects from the clients and uses it for its advantage. Once the data has been collected, the company strategies on how to do targeted marketing that will attract the required clients. Targeted marketing entails sending automated emails to potential clients depending on their location and region and also based on the time when they are likely to see these emails. There is a software put in place to analyse prospective customers and send promotional messages to them accordingly. The process of having a multichannel CRM strategy may seem like a daunting task, but a functional CRM software helps in easing the process of using the data. A functional CRM strategy plan contains:

• Contact Management. This component allows the company to have an organised list of contacts based on their preferences.
• Customer Segmentation. A successful marketing strategy is based on proper segmentation of the population. Segmentation is based on the buying patterns of the consumers, their age and location
• Customer opportunity management. This component of marketing for the Royal Travel Agency entails checking out for the highly elusive customers and streamlining the marketing groups and increasing the sales.

Conclusion

In summary, it is worth noting the Royal Travel Agency has invested a lot of capital in the marketing department of the company because it determines the sustainability of the company in future. The company is mindful of the welfare of the clients and ensure that they feed them with the required information that will help them make informed choices. The company has clear objectives which ahs helped it check on its milestone and areas of improvement. The use of multichannel CRM has the company that ability to generate great consumer insights which have promoted. These factors have given the company a competitive edge in the tourism industry as discussed above.

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