HTM 598 Consultancy Project
The status quo and future of
information technology
development in small and medium
travel agents in Hong Kong
Chen Po Lun, Vincent (15107729G)
Tsoi Ka Yan, Suki (15040936G)
Wang Xiao Ying, Sharon (15108024G)
Wong Wing Yin, Winnie (14126059G)
Sun Xuehua, Snow (15106661G)
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Table of Content –
1
Introduction--Winnie
2
Background -Winnie
3
Previous Study - Winnie
4
Methodology--Winnie
5
Result--Vincent
6
Recommendation--Snow
7
Conclusion--Vincent
2
Introduction
2
3
• Pilot Scheme
•
Better Understand Hong Kong Based Travellers
•
Give SMEs a guideline for better utilizing resources
•
Stay Competiveness in Hong Kong Market
4
Background
5
6
Key trends in Next Gen Traveler
1
• Social Media
Young traveler perceives social
media as their “personal assistant”
on travel
2
• Personalization
Different from “typical tourists”.
3
• Valued added service and
experience
• Amadeus is a leading IT Solution provider of
travel and tourism industry
• Conducted a “Trending with NextGen
travelers” research
• Young traveler:
- Relied on internet usage
- Active on social media
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Objectives
• To improve the technological service experience of
travelers with SME travel agents in Hong Kong
• Understand the need of technological services in SME
travel agents in Hong Kong from travelers’ perspective
• Provide guideline and suggestion for the SME travel
agent business operations where information technology
can be used to enhance competitiveness and efficiency
3
8
Previous Study
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10
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Methodology
14
Secondary Data
Interview
Content Analysis
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• Sample Size: 20 Interviewees
• Semi-structured, Open-end Questions
• Hong Kong Citizens / Residences
Group A
Age ≤ 30
Group B
Age > 30
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9
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Interview Scope
• Prior Experience
• Traveling Pattern:
Searching Habit, Booking Pattern, Experience
• Expectation of IT applications:
Functions & Attributes
• Demographic:
Gender, Age, Occupation
Result
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Travel More
Frequently
Why blog?
Interviewee A:
“I believe in blog more because it is very personal story
with many real life experience.”
Interviewee B:
“I love to read blogs because they provide me the real
experience from others.”
Interviewee C:
“I love to book things separately like flight ticket and
hotels to have more flexibility.”
Interviewee D:
“I prefer to use direct booking, because it is more reliable
and flexible to book directly from hotel, airline or rental
company…. I personally prefer my trip will not go wrong.”
Blogs lead
Travelers to
the platform
for Booking
Less Flexibility
•
•
Convenient • Multi-Destination
Fast
• Security
Interviewee E:
“I am not a person who always go for big brands, I choose
depends on their expertise, I always decide the destination
first then start to choose who is the best travel agency on
that.”
Interviewee F:
“Some of my friends would seek SMEs for special
occasions, for instance, wedding. Travel Channel, a SME,
provides professional wedding travel to the Territory of
Guam and Maldives, which large travel agent or online
travel agent cannot provide much attentive services to them.”
Loyalty
Human Touch
Emotion
Price Sensitive
Good Value of $
It is a Business
Flexibility
Itineraries
Regulations
Change of
Schedule
Cancel Policy
Group B Interviewees
Low Fare
Online Payment
Interviewee G:
“I want to see the pictures and animation of the destinations
to rise my willingness to really want to visit there.”
Interviewee H:
“Really specific information for a private site can attracts me.
e.g. like some remote island picture in HK.”
Interviewee I:
“ Probably is the big banner with attractive color at the top
of the page.”
C
“I don’t really care where I go or
how I go. I only care I am with my
family and I always let my son /
grandson to do the arrangement.”
Recommendation
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Integration between APP and Website
1. At least a website
2. Unified design
3. Website adapts to
mobile
4. Resource Integration
Design Outlook
1. Simple & Tidy
No pop-up ads
No all content in home page
Clear function zone
Unified and Integration
2. High quality images or video
Eye catching
Reliability
3. User Friendly
Easy to learn for all
generations
Easy to find needed
information
Rich in content
Content Recommendation
User Friendly
1. We Media ：Travel
Plan & Blog
Becoming Influencer
2. Security : Clear
statement of policy and
qualification
Payment method
3. Promotion
Information
highlight :
Discount/Coupon
Function Recommendation
1.Price Comparison
2. Flexibility in booking, amending,
cancelling
3. Social Media extension :
connecting to
WhatApp/WeChat/Facebook Fan
Page
4. Personalized one-stop service
+ segmentation service
Conclusion
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Blog
Flexibility
A
Integration
B
Human
Touch
Price
Sensitive
Lets See an Example
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