PEST Analysis for a Company in the Tourism Industry
The Tourism industry is one of the fastest growing industries in the
world. The World Travel and Tourism Council estimates that in 2004
Travel and tourism is expected to generate
* US$ 5,490.4 billion of economic activity
* 10.4% of total GDP
* 214,697,000 jobs or 8.1% of total employment
* 12.2% of total exports 
My task is to conduct a PEST analysis for a company within the Tourism
Within the tourism industry, I have to select one area of interest
like transportation, accommodation and transportation etc. and then
one company doing business with these sectors related with the
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The biggest limitation for writing this report is time and the pages
to write. It is a broad topic and it could be better presented if
available more time and space to write about, but still I have tried
to highlight some main points raised during my finding. My knowledge
about the company “Simply Travel” is internet-based and I could not
able to contact the company for further information. Due to the lack
of information about the company I will only describe one component of
the Service Management System. I will be describing only the OT part
of the SWOT analysis.
Being inspired from the Service Management System I will describe the
service concept of the company .I will conduct a P.E.S.T analysis to
find out the political, economical, social and Technological factors
affecting the company. From SWOT analysis, I was conducting OT
analysis to find opportunities for the “Simply travel” in future.
I will use Secondary data collected from different industry reports
available on internet for my report. Data provided in conducting
P.E.S.T analysis has been taken from www.statistics.gov.uk.
2.1 Simply Travel’s Service Concept
Established in 1978, Simply Travel has been providing travel solutions
since 26 years for the discerning travels who want more from their
holiday than just a decent tan. Not through the aggressive marketing
tactics, but by providing an attractive alternative to mass-market
package holidays has lead “Simply travel” to gain a big loyalty pool
among the holiday travellers.
“Simply Travel” serves its customers with wide variety of holidays
including destinations like Croatia, Greece, Italy, Morocco, Portugal,
Spain and Turkey.
Services provided by the company are intangible but still physical
tool and equipments used in operations are tangible if the customer
visits the company’s for the services. To get a better understanding
of the services provided by “Simply Travel” I will split the services
into Core and Peripheral services.
Mentioning about the core services provided by the, company provides
hand- picked properties to meet the individual needs of its customers.
Ski holidays, winter sun, Family holidays (special locations for
family holidays with child care) helpful staff, peace of mind and
safety during the whole travel are the core services provided by the
Unparalleled service, late availability, nannies for kids , pleasant
experiences for its customers are the peripheral services provided by
2.2 Service Package
Service package provided by the company for different holiday travels
includes all airport taxes, flights and transfers, accommodation
including breakfast and meals and the service of its representatives.
Holidaymaking is the main reason that UK residents travel abroad. As