COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

A Business Plan
Presented to the Faculty of the
College of Tourism and Hospitality Management Department
International School for Hotel and Restaurant Management

In partial fulfilment
of the course requirements in
Entrepreneurship in Tourism and Hospitality Management

The Royal Walk

“Discover Your Own Path”

Submitted by:
TM2D
Group 2

Date:
November 28, 2023

Submitted to:
Ms. Eukene L. Lorenzana
Dr. Jamie Abad

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 COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

TABLE OF CONTENTS

The Royal Walk

“Discover Your Own Path”

EXECUTIVE SUMMARY ......................................................................................... 3

COMPANY OVERVIEW .......................................................................................... 7
PRODUCT AND SERVICE OFFERINGS ................................................................ 9
COMPETITIVE AND MARKET ANALYSIS ............................................................ 11
SALES AND MARKETING PLAN .......................................................................... 16
OWNERSHIP STRUCTURE AND MANAGEMENT PLAN ..................................... 19
OPERATING PLAN ............................................................................................... 27
FINANCIAL PLAN ................................................................................................. 30
APPENDICES ....................................................................................................... 34
LESSON LEARNED .............................................................................................. 40

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EXECUTIVE SUMMARY
I. Company Overview and Purpose
Founded in 2018, The Royal Walk has swiftly emerged as a prominent player in the
local travel industry, carving a niche for itself with its unwavering commitment to
delivering unparalleled travel experiences. The agency is establish with a vision to
redefine the way people embark on journeys, focusing on providing tailor-made travel
packages that prioritize not just exploration but also the utmost comfort of the
travelers.
From its inception, The Royal Walk set out to create a distinct identity in the travel
market by going beyond the conventional and embracing a customer-centric
philosophy. The founders, driven by a passion for travel and a desire to offer
something unique, carefully curated a range of services that cater to diverse tastes
and preferences. The agency's comprehensive approach considers every aspect of
the travel experience, ensuring that clients not only to visit destinations but immerse
themselves in a seamless and personalized journey.
One of the cornerstones of The Royal Walk's success lies in its meticulous attention
to detail. The agency understands that each traveler is unique, with varying interests,
expectations, and comfort levels. To address this diversity, The Royal Walk employs
a team of experienced travel experts who work closely with clients to create bespoke
itineraries. These itineraries are crafted with precision, taking into account everything
from preferred accommodation styles to specific interests such as cultural exploration,
adventure, or relaxation.
The Royal Walk's commitment to comfort goes beyond just the travel itinerary. The
agency has established partnerships with top-tier accommodation providers,
transportation services, and other amenities to ensure that every aspect of the journey
aligns with the client's expectations. By prioritizing comfort, The Royal Walk has
garnered a loyal clientele that appreciates the agency's dedication to creating stress-
free and enjoyable travel experiences.
In addition to its focus on individual travelers, The Royal Walk has also expanded its
services to cater to group travel, corporate retreats, and special occasions. The
agency's versatility allows it to handle a spectrum of travel needs, further solidifying
its position as a go-to choice for those seeking a reliable and adaptable travel partner.
Beyond the business aspect, The Royal Walk is deeply involved in promoting
responsible tourism. The agency actively seeks eco-friendly options, supports local
communities, and encourages sustainable practices in the destinations it operates.
This commitment to responsible travel aligns with the agency's vision of not just
offering travel packages but contributing positively to the places visited.
In conclusion, The Royal Walk serves as a testament to the idea that travel is not just
about reaching a destination but about the journey itself. By prioritizing comfort,
customization, and responsible practices, this local travel agency has successfully
carved its name in an industry where personalized experiences are the key to lasting
memories. As The Royal Walk grows, it remains committed to its fundamental core
values, ensuring that each traveler embarks on their unique journeys, marked by
comfort, exploration, and unforgettable moments.

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II. Mission and Vision Statement

The Royal Walk's mission is to go beyond typical travel services by unveiling the
country's wonders. Dedicated to igniting the spirit of discovery, fostering
understanding of cultures, and providing seamless travel experiences. The agency
aims to redefine the way people travel through personalized and creative travel
solutions paired with passion, competence, and ethical standards.

The Royal Walk's vision is to be the orchestrators of transformative odysseys, shaping

the future of travel. Envisioning a future in which travel not only unveils the world's
beauty but also inspires action that is beneficial. The agency aspires to be the
architects of journey, leaving an indelible mark on the traveler's soul, with
sustainability and authenticity at its core.

III. Management Team

The management team of The Royal Walk is a dynamic and experienced group
dedicated to steering the company toward success. Led by the owner and founder as
well as the visionary CEO, Bea Jeizelle Endaya, whose extensive background in the
travel industry brings strategic foresight, the team is committed to delivering
exceptional travel experiences. With 10 years of combined expertise, the executives,
including Carell Emnace (Operations Manager), Henriette Pamaran (Finance
Manager), Shanley dela Cruz (Marketing Director), Rona Ann Castillo (Technology
Director), and Alliana Mary Guiterrez (Human Resource and Training Manager), bring
a wealth of knowledge in areas such as operations, marketing, finance, and customer
service. Together, they form a cohesive unit, driving the agency to new heights and
ensuring the customers receive unparalleled service in their journey of exploration
and discovery.

IV. Products and Service Offerings

With bespoke travel packages, you may go on a personalized vacation tailored to
your specific preferences. From group excursions that develop connections to
weekend vacations that provide quick recuperation, each itinerary demonstrates The
Royal Walk's dedication to bespoke excellence. Explore themed excursions and
immerse yourself in seasonal and event-specific experiences that add a magical
touch to every journey.

The Royal Walk extends beyond the goal of providing exquisite services. Benefit from
personalized consultations with travel experts to ensure your journey is perfectly
tailored to your preferences. From elegant retreat accommodations to transportation
logistics, addressing the minutiae allows you to focus on the thrill of exploring. Rely
on The Royal Walk's 24-hour travel assistance, local knowledge, and fascinating local
experiences that go beyond the usual.

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V. Target Customers
Through an in-depth study of the market as a whole, The Royal Walk identified a
number of essential market segments in which we are interested. The agency target
adventurous spirts of individuals and families aged 24 to 60, with a focus on both men
and women with a passion for exploring hidden gems, cultural nuances, and off-the-
beaten-path destinations. Whether you are a young professional seeking escapes, a
couple celebrating milestones, or even empty nesters embracing freedom, whether it
is a quick getaway or a cultural immersion, The Royal Walk provide services tailored
to the individual preferences and interests of those who value the diversity of local
experiences.

VI. Competition and Market Share

Other local agencies, online travel giants (OTAs), specialized niche providers, tour
operators, and direct booking options compete with The Royal Walk. Furthermore,
online reviews and the DIY travel preparation trend contribute to the competitive
situation. Success hinges on differentiating services, providing personalized
experiences, and navigating the digital landscape while maintaining a local touch.

To gain market share, The Royal Walk focuses on several strategic initiatives. These
include offering highly personalized customer engagement, community involvement,
innovative marketing strategies, continuous adaptation to emerging industry trends,
and investing in technologies that enhance travelers' convenience. Additionally, a
commitment to sustainability and responsible tourism practices will be a key
differentiator, appealing to environmentally conscious travelers. By consistently
delivering unparalleled value and memorable journeys, the agency aims to capture a
larger share of the local travel market and establish itself as the preferred choice for
discerning travelers.

VII. Unique Value Proposition

In the midst of the packed environment of travel agencies, The Royal Walk stands out
as a beacon of distinction, providing a one-of-a-kind value proposition that elevates
the ordinary to the extraordinary. The agency redefines the travel narrative by
focusing on customized experiences, cultural immersion, and responsible tourism,
guaranteeing that each travel is a one-of-a-kind masterpiece.

Tailored Experiences: The art of personalizing experiences to our guests' particular

preferences is at the heart of The Royal Walk's unique value proposition. The agency
believes in curating adventures that resonate with individual objectives, producing a
symphony of moments individualized to perfection, as opposed to one-size-fits-all
itineraries.

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Local Immersion: The dedication to local immersion extends beyond tourist

attractions, delving into the rich fabric of cultures, traditions, and hidden gems.
Travelers with The Royal Walk do more than just visit a location; they become a part
of its history, interacting with locals and creating amazing memories.

Sustainability at the Core: The agency is committed to reducing our environmental

impact, supporting local conservation efforts, and ensuring that our journeys benefit
the communities we visit. Your journey with The Royal Walk is more than just a
holiday; it is an exploration of the world on your own terms.

Exceptional Customer Support: With 24-hour customer service, The Royal Walk
assures that tourists may go on their adventures knowing that assistance is only a
phone call away. Prioritizing flawless travel, from last-minute modifications to on-the-
road assistance, allows our clients to focus on the thrill of exploring.

VIII. Financial Projection

The potential growth and profitability of The Royal Walk for the next 3 years:

Year 1:
Revenue: ₱ 2,220,000
Expenses: ₱ 1,200,000
Profit: ₱ 1,000,000

Year 2:
Assuming a 10% growth in revenue and expenses:

Revenue: ₱ 2,220,000 + (10% of ₱ 2,220,000) = ₱ 2,442,000

Expenses: ₱ 1,200,000 + (10% of ₱ 1,200,000) = ₱ 1,320,000
Profit: ₱ 2,442,000 - ₱ 1,320,000 = ₱1,122,000

Year 3:
Continuing with the same 10% annual growth rate:

Revenue: ₱ 2,442,000 + (10% of ₱ 2,442,000) = ₱ 2,686,200

Expenses: ₱ 1,320,000 + (10% of ₱ 1,320,000) = ₱ 1,452,000
Profit: ₱ 2,686,200 - ₱ 1,452,000 = ₱ 1,234,200

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COMPANY OVERVIEW
I. Business Description and Operation in the Industry
The Royal Walk is a recognized travel agency in the Philippines, located at the City
of Pasay, Metro Manila, dedicated to providing exceptional travel experiences. The
agency specializes in curating personalized journeys, ensuring each client’s travel
aspirations are transformed into unforgettable adventures. The Royal Walk aims to
be the preferred choice for travelers seeking unique and fascinating excursions, with
a focus on cultural immersion, sustainability, and great customer service.

II. Nature of the Industry

The Royal Walk emerges as a navigator in the enormous world of the travel business,
helping individuals and groups through the complex of smooth and personalized
travel. The agency's operational dynamics are multidimensional, combining
personalized attention, cultural immersion, and agility to satisfy the changing needs
of travelers.
At the core of The Royal Walk's operation lies the art of consultations and planning,
which engage in intimate conversations with clients, delving into their preferences,
interests, and aspirations for their travels. Facilitating bookings is another fundamental
aspect of the agency's role. From flights to accommodations, transportation, and
activities, the agency acts like a facilitator, ensuring a seamless and convenient travel
experience. Customer support is a hallmark of The Royal Walk's operation. From the
initial inquiry phases to on-the-spot assistance, the agency serves a trustworthy point
of contact, ensuring that clients feel supported throughout their travel adventure.
Strategic marketing strategies are critical to distinguishing the agency in the
competitive travel market. The Royal Walk carves distinct identities that engage with
their target audience by highlighting unique offerings, customer testimonials, and the
agency's core values. The Royal Walk has a focus on building both local and global
networks. Establishing partnerships with local businesses, accommodations, and
worldwide travel networks allows these agencies to offer diverse and high-quality
travel experiences.
In essence, running The Royal Walk has a delicate balance of personalization,
technology, cultural immersion, and sustainability. The agency is about providing
transforming experiences rather than just journeys, making each travel adventure a
unique and memorable exploration of the world.

III. Historical Timeline

[March 2019]: The Royal Walk is founded with a vision to provide exceptional travel
experiences.

[May 2019]: The first office located at Bacoor City, Cavite opens, marking the
beginning of personalized service and attention to detail limited only to Luzon.

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[January 2020]: The Royal Walk expands its services to include other local
destinations in the Philippines, broadening the horizons for their clients.

[April 2020]: The agency embraces online booking systems, staying at the forefront
of technological advancements in the travel industry.

[April 2020]: Introduction of themed tours and packages, catering to diverse interests
and preferences.

[May 2020]: The Royal Walk establishes collaborations with domestic airlines and
hotels enhancing options and ensuring competitive pricing, as well as local artisans
and communities creating immerse travel experiences that promote cultural
awareness.

[January 2021]: Launch customer loyalty program, recognizing and rewarding our
valued clients.

[March 2021]: The Royal Walk becomes a certified travel agency, emphasizing our
commitment to industry standards and customer satisfaction.

[March 2021]: Expansion of the management team to better serve the growing
clientele and offer specialized expertise.

[December 2021]: Established second and the current office of The Royal Walk
located at Pasay City, Metro Manila, providing an ease of access to

[January 2022]: Unveiling their tagline “Discover Your Own Path”, allowing clients to
customized and personalized their packages to their preferences.

[June 2022]: Expansion of marketing channels and materials within the whole country
for the specific target markets beyond their reach.

[June 2022]: The Agency adopts sustainable travel practices, contributing to

environmental conservation and responsible tourism.

[March 2023]: Celebrating 4 years of excellence in pushing boundaries, The Royal

Walk continues to innovate, providing unforgettable journeys for those seeking more
than just a vacation.

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PRODUCT AND SERVICE OFFERINGS

I. Products and Services Offering and the Problem it is Solving
Our travel agency's service involves facilitating seamless travel experiences for
clients. We handle itinerary planning, booking accommodations, transportation, and
activities. The problem we solve is the complexity and time-consuming nature of travel
arrangements, providing convenience and expertise to ensure a hassle-free trip for
customers.
Core Product Offerings
Bespoke Travel Tailored itineraries designed to meet individual
Packages preferences, including accommodation, activities, and
unique experiences.
Group Tours and Organized group travel experiences with a focus on
Escapes camaraderie, exploration, and curated activities.
Weekend Getaways Short and rejuvenating trips to nearby destinations,
perfect for a quick escape from the routine.
Themed Adventures Specialized packages catering to specific interests,
such as culinary tours, wellness retreats, or historical
explorations.
Seasonal and Event- Packages aligned with local events, festivals, and
Specific Packages seasonal attractions to offer a timely and enriched
experience.
Core Service Offerings
Personalized One-on-one consultations with travel experts to
Consultations understand individual preferences and craft
personalized journeys.
Accommodation Booking a range of accommodations, from boutique
Arrangements hotels to cozy bed and breakfasts, ensuring a
comfortable stay.
Transportation Logistics Coordination of transportation, including flights,
transfers, and local transport options for seamless
travel.
Local Expertise and Access to knowledgeable local guides providing
Guides insights into the culture, history, and hidden gems of
each destination.
24/7 Travel Support Round-the-clock customer support to address any
concerns or provide assistance during the entire travel
experience.
Travel Insurance Guidance and support in selecting suitable travel
Assistance insurance coverage to ensure clients travel with peace
of mind.

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Sustainability Initiatives Integration of sustainable and eco-friendly practices in

travel packages, contributing to responsible tourism.

II. Alternatives
As travelers seek diverse experiences and convenient alternatives, exploring
alternative options to traditional travel agency products and services has become
increasingly essential, and innovative solutions have emerged to cater to their
evolving preferences.
Current Alternatives
Diversification of Expand service offerings beyond traditional travel
Services arrangements to include additional services like travel
insurance, destination-specific guides, or travel-
related products.
Digital Transformation Invest in technology to enhance customer experience,
streamline booking processes, and leverage data
analytics for personalized recommendations
Partnerships and Form strategic partnerships with airlines, hotels, and
Alliances local businesses to access exclusive deals and
provide added value to customers.
Corporate Travel Develop a focus on corporate clients by providing
Management comprehensive travel management services,
including group bookings, expense management, and
business travel optimization
Customized Travel Offer a highly personalized travel packages tailored to
Packages individual preferences, leveraging customer data and
preferences.

Global Expansion Explore opportunities for international expansion,

either by establishing a physical presence in new
markets or by enhancing online services to cater to a
broader audience.
Customer Loyalty Implement loyalty programs to incentivize repeat
Programs business, offering perks, discounts, or exclusive
access to frequent customers.
Integrated Travel Develop an all-in-one travel platform that seamlessly
Platforms integrates various travel services, simplifying the
booking process for customers.
III. Competitive Advantage
The Royal Walk's competitive advantage, which distinguishes it from competitors,
arises from its comprehensive approach to travel services. By adopting service
diversification, the agency could provide not just basic bookings but also a whole suite

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of travel-related solutions such as personalized packages, travel insurance, and

destination-specific guidance. Under one roof, our diversified offering meets a wide
range of traveler demands.

Unique Value Proposition

Tailored Experiences The art of personalizing experiences to our guests'
particular preferences is at the heart of The Royal
Walk's unique value proposition. The agency
believes in curating adventures that resonate with
individual objectives, producing a symphony of
moments individualized to perfection, as opposed to
one-size-fits-all itineraries.
Local Immersion The dedication to local immersion extends beyond
tourist attractions, delving into the rich fabric of
cultures, traditions, and hidden gems. Travelers with
The Royal Walk do more than just visit a location;
they become a part of its history, interacting with
locals and creating amazing memories.
Sustainability at the Core The agency is committed to reducing our
environmental impact, supporting local conservation
efforts, and ensuring that our journeys benefit the
communities we visit. Your journey with The Royal
Walk is more than just a holiday; it is an exploration
of the world on your own terms.
Exceptional Customer With 24-hour customer service, The Royal Walk
Support assures that tourists may go on their adventures
knowing that assistance is only a phone call away.
Prioritizing flawless travel, from last-minute
modifications to on-the-road assistance, allows our
clients to focus on the thrill of exploring.

COMPETITIVE AND MARKET ANALYSIS

I. Market Size
After a thorough analysis of the market, The Royal Walk identified and estimated
that size of their market.

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Local Population: 117,000,000 people

Target demographic: 43% of the population are potential travelers.

Market Penetration: The travel agency aims to capture 20% of the potential market.

Average Transaction Value: 10,000

With an estimated market size of 10,062,000, The Royal Walk operates within a
dynamic and substantial consumer base. Position to serve a diverse audience, the
agency taps into a broad spectrum of potential travelers, offering tailored services to
meet the varying preferences and needs within this expansive market.

II. Target Market Segments

Through an in-depth study of the market as a whole, The Royal Walk identified a
number of essential market segments in which we are interested and are able to
provide customised excursion experiences that meet what they’re looking for by
figuring out the distinctive characteristics and their preferences of these categories of
travellers. The agency target adventurous spirts of individuals and families aged 24
to 45, with a focus on both men and women with a passion for exploring hidden gems,
cultural nuances, and off-the-beaten-path destinations. Whether you are a young
professional seeking escapes, a couple celebrating milestones, or even empty
nesters embracing freedom, whether it is a quick getaway or a cultural immersion,
The Royal Walk provide services tailored to the individual preferences and interests
of those who value the diversity of local experiences.
The agency’s success depends on its willingness to determine, learn to understand,
and satisfy various client groups. The capacity they have to identify the various
demographic information, behaviors, and nationalities of our prospective clients
allows them to create vacation packages and marketing campaigns that are
specifically tailored to travelers' interests. By means of connection, customized
relationships, and adaptability, the agency may establish itself as an effective and
aspired-to participant in the continuously modified worldwide marketplace.

III. Offering Solutions to Target Segments

The Royal Walk carefully tailors its products to provide nuanced solutions for its target
market segment, guaranteeing that a wide spectrum of travelers find exactly what they
are looking for. Customized vacation packages are at the heart of its services,
intended to cater to a wide range of market preferences and interests. The agency
arranges adventurous itineraries packed with adrenaline-pumping activities for
adventurers, while luxury resort packages are available for those seeking tranquility.
Families find a haven in carefully crafted family-friendly holidays that include activities
for all ages. Accommodation options show the agency's dedication to fulfilling the
diverse needs of those it serves. From budget-friendly hotels for thrifty tourists to
luxurious resorts for those seeking a touch of luxury, the agency provides a range of
options to suit a variety of financial considerations. Recognizing the value of travel

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flexibility, the agency provides solutions for impulsive adventurers and thorough
planners. Whether you like to book on the run or organize every detail ahead of time,
the agency's booking arrangements adapt to your needs.
Another key component of the agency's solution-oriented approach is specialized trips
and activities. Cultural excursions, adventure tours, and family-friendly activities are
methodically planned to correspond with the diverse interests of various sectors,
resulting in rewarding experiences for all travelers. Personalization is key, and the
agency goes above and beyond cookie-cutter solutions by providing personalized
travel consulting. By studying the different preferences of every segment, the agency
guarantees that its recommendations smoothly correspond with the tourists'
expectations and aspirations. Efficient corporate travel solutions demonstrate the
agency's versatility. Corporate travel packages, conference arrangements, and
expedited booking processes are all tailored to the specific requirements of business
professionals, ensuring a smooth and productive travel experience. Finally, customer
service is a cornerstone of the agency's commitment to customer pleasure.
Customized assistance for itinerary modifications, travel crises, and general questions
ensures that each section receives the necessary support and attention throughout
its journey.

IV. Estimated Number of Units Sold

Adventure seekers between the ages of 25 and 40 who love the great outdoors and
discovering new places are the target demographic. The travel agency offers different
types of services, considering the distribution of purchases. If 70% of customers buy
vacation packages, 20% book flights, and 10% use other services with an anticipated
of 220 clients would make purchases:

Vacation Packages: 220 * 70% = 154

Flight Bookings: 220 * 20% = 44

Other Services: 220 * 10% = 22

These are rough estimates and highly dependent on the specific details of the travel
agency's offerings, the competitive landscape, and market dynamics. Additionally,
adjusting the assumptions based on the unique characteristics of the business and
market conditions is crucial.

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External Factors that affects the market:

 Economic factors such as a recession or economic growth, can significantly
impact travel-related businesses. During economic downturns, consumers
may cut back on discretionary spending, affecting travel plans.
 Political instability or changes in government policies can impact travel
regulations, which may affect the travel agency's operations.
 Technological factors, advancements in technology can both positively and
negatively impact the travel industry.
 Environmental concerns, growing awareness of environmental issues may
influence travel choices. Agencies that promote sustainable and eco-friendly
options might attract a segment of environmentally conscious travelers.

Number of units = Total Revenue / Average transaction value

Number of units = ₱2,200,000 / ₱10,000 per unit

Number of units = 220

This estimate provides a baseline for the number of units our travel agency sold under
normal conditions and how external factors could potentially impact sales. Therefore,
The Royal Walk would need approximately 220 customers spending an average of
₱10,000 each to achieve annual revenue of ₱2,200,000 which is based on the
revenue of the year 2023.

V. Projected Volume and Value of Sales

In projecting the value and volume of sales, The Royal Walk has conducted a
comprehensive analysis considering market trends, the competitive landscape, and
strategic initiatives. While specific figures depend on dynamic market conditions,
presented below is a sample projection for the upcoming fiscal year, along with the
industry competitors for context.

Sales Projection for The Royal Walk:

Value of Sales (PHP): ₱2,200,000

Volume of Sales (Number of Bookings): 220

Competitor Analysis

1. Competitor A:

Value of Sales (PHP): 1,900,000

Volume of Sales (Number of Bookings): 190

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Analysis: The Royal Walk anticipates a higher sales value, leveraging targeted
marketing campaigns and exclusive travel packages to attract a larger customer
base.

2. Competitor B:

Value of Sales (PHP): 2,800,000

Volume of Sales (Number of Bookings): 280

Analysis: Although The Royal Walk projects a lower sales value, the emphasis on
customer experience and personalized services positions us to compete strongly in
the market.

3. Competitor C:

Value of Sales (PHP): 2,500,000

Volume of Sales (Number of Bookings): 250

Analysis: The Royal Walk aims to align with Competitor C in terms of sales value
while surpassing in the volume of bookings, indicating a focus on customer
acquisition and retention.

VI. Advancement to Competitors

The Royal Walk takes joy in offering an unforgettable and remarkable experience
when traveling that separates the agency from the others. The Royal Walk
differentiates itself by unveiling their tagline, "Discover Your Own Path," where they
launch new customized and personalized itineraries, advanced technology to supply
current knowledge, and a determined concentration on environmentally friendly travel.
The agency goes beyond the expected to mark itself against other travel agencies'
and ensure a phenomenal experience when traveling. Making available customized
travel experiences is something the agency takes very seriously. The agency
produces excursions that reach its clients' expectations by considering each client
and developing personalized itineraries. Secondly, by embracing technological
devices in order to render the reservation process easy, the agency is exploring and
constantly updating information so that we can allow clients to make wise choices.
We present the most outstanding trip deals before they go live.
The Royal Walk has excellent relationships with trustworthy collaborators from all over
the globe, offering top-notch commodities and amenities, enjoyable and secure
surroundings, options for accommodation, and exceptional service to clients. Lastly,
The Royal Walk prioritize environmental sustainability and ethical travel.

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SALES AND MARKETING PLAN

I. Pricing Strategy
Competitive Pricing Offering affordable prices while
maintaining excellent travel
experiences will be the main goal of
the agency’s pricing strategy. To be
competitive in the market, the agency
will continually review and modify the
rates.
Seasonal Promotions To attract more customers during
peak travel seasons, the agency will
adjust the prices based on the season
and demand, and offer seasonal
discounts and promotions.
Bundle Deals The agency will offer package deals
that combine flights, accommodations,
and activities

II. Marketing Channels

Website and Online Booking The agency will have a user-friendly
website with an integrated booking
system, making it convenient for
customers to explore and book travel
packages.
Social Media Interacting with potential clients on
social media sites like Facebook,
Instagram, and Twitter while
promoting travel packages.
Email Marketing Providing subscriber list with
newsletters and updates on a regular
basis that include exclusive deals,
travel advice, and highlights of
destinations.
Search Engine Optimization (SEO): Optimizing the agency’s website for
search engines to increase online
visibility and organic traffic.

Online Travel Agencies (OTAs) Partnering with popular OTAs to

expand the reach and make travel
packages available to a broader
audience.

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Content Marketing Developing captivating and

informative blog posts, videos, and
travel guides to attract and retain
customers.
Affiliate Marketing Collaborating with influencers and
bloggers in the travel niche to
promote services.

III. Marketing Materials

Brochures and Flyers: Designing and printing high-quality
brochures and flyers to distribute at
local travel expos and partner
businesses.
Budget: ₱30,000 per year.
Online Ad Campaigns Running targeted online ad campaigns
on platforms like Google Ads and
social media.
Budget: ₱12,500 per quarter.
Email Marketing Tools Subscribing to an email marketing
platform for regular newsletters and
promotional emails.
Budget: ₱2,083 per month.
Website Maintenance Ensuring the website is up-to-date,
user-friendly, and optimized for
conversions.
Budget: ₱25,000 annually.
Content Creation Creating high-quality content,
including blog posts, videos, and travel
guides.
Budget: ₱8,333 per month

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IV. Distribution Methods

Online Bookings The agency’s integrated booking
system allows customers to make
direct reservations for trip packages
via website.
Local Partnerships Partnering with regional travel
agencies and lodging establishments
to advertise offerings and provide
clients customized vacation choices.
Affiliate Marketing Utilizing affiliate partnerships with
influencers and travel bloggers to
expand the distribution reach.
Customer Support
Offering 24/7 customer support for
inquiries and assistance during and
after bookings.
Mobile App Developing a mobile application to
provide clients with even more
convenience when making
reservations and obtaining travel
information.

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OWNERSHIP STRUCTURE AND MANAGEMENT PLAN

I. Legal Structure
The Royal Walk operates as a sole proprietorship, a legal structure in which Bea
Jeizelle Endaya is the sole owner and operator of the business. As a sole proprietor,
Endaya’s personal and business finances are intertwined, and have a complete
control over all aspects of the travel agency’s operations. Endaya, together with the
team, place significant importance on personalized customer service and customize
every adventure according to every traveler’s preferences.

II. Management Team, Roles, Relevant Experience, and Compensation Plan

The visionary behind every journey is Bea Jeizelle Endaya. As the proud owner and
founder of The Royal Walk, she brings a wealth of passion and expertise to the world
of travel. With a deep-rooted love for exploration and a commitment to delivering
unparalleled travel experiences, Endaya is not just a leader in the travel industry but
a fellow adventurer dedicated to turning your travel dreams into extraordinary realities.

Roles Relevant Experience

Bea Jeizelle - Set the strategic vision - 10+ years of executive-
Endaya and mission for the travel level experience in the
agency. travel industry.
Owner and Founder,
- Oversee all aspects of
Executive Director - Proven success in
operations, finance, and
leading companies
business development.
through growth phases.
- Provide leadership and
- Expertise in strategic
direction to the
management team. planning, market
analysis, and financial
management.

Carell Emnace - Manage day-to-day - 8+ years in operational

Operations Manager operations and ensure leadership roles within
efficiency. the travel industry.
- Develop and implement - Proven experience in
operational strategies. optimizing processes
- Collaborate with and workflow efficiency.
department heads for - Strong project
cross-functional management skills.
coordination.

Henriette Pamaran - Oversee financial - Certified Public

Finance Manager planning, reporting, and Accountant (CPA) with
budgeting.

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- Ensure compliance with 5+ years of financial

financial regulations. leadership.
- Provide strategic - Extensive experience in
financial advice to the financial management
executive team. within the travel sector.
- Successful track record
in optimizing financial
performance.

Shanley dela Cruz - Develop and execute - 5+ years in marketing

Marketing Director marketing strategies to leadership roles, with a
enhance brand visibility. focus on the travel
- Oversee advertising, industry.
promotions, and public - Proven success in
relations.Analyze market developing and
trends to identify implementing effective
opportunities for growth. marketing campaigns.
- Strong understanding
of digital marketing
trends.

Rona Ann Castillo - Lead technology - 15+ years in technology

Technology Director initiatives and oversee IT leadership, with a focus
infrastructure. on the travel industry.
- Ensure the agency's - Proven track record in
systems are up-to-date implementing and
and secure. maintaining robust
- Identify and implement technology solutions.
innovative technologies - Strong knowledge of
to improve operations. emerging technologies.

Alliana Mary - Oversee human - 10+ years in HR

Guitierrez resources functions, leadership roles within
Human Resources including recruitment and the travel industry.
and Training Director employee relations. - Proven experience in
- Develop and implement talent acquisition,
training programs for development, and
staff development. employee engagement.

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- Ensure compliance with - Expertise in designing

employment laws and and implementing
regulations. effective training
programs.

In the fast-paced industry of travel agencies, creating a thorough compensation plan

is critical not just for attracting and maintaining top staff but also for cultivating an
environment of excellence and dedication. The agency appreciates the pivotal role
that the team plays in providing excellent travel experiences, and The Royal Walk's
compensation plan reflects their commitment to rewarding their efforts.

Compensation Plan
Competitive Base Competitive base salaries that provides the team
Salaries members with a stable and reliable income. This ensures
financial security and recognizes the value they bring to
the agency.
Performance-Based To further motivate and reward outstanding performance,
Bonuses the compensation plan includes performance-based
bonuses. These bonuses are tied to key performance
indicators such as client satisfaction, sales targets, and
operational efficiency.

Commission Recognizing the direct impact the team has on the

Structures success of our agency, the agency incorporate
commission structures for sales and client acquisition.
This not only aligns individual efforts with organizational
goals but also allows the team to directly share in the
success they contribute to.
Travel Incentives The agency understand the allure of exploring new
destinations. The compensation plan includes travel
incentives, providing opportunities for the team members
to experience the magic of travel firsthand. This not only
serves as a unique benefit but also enhances their
understanding of the destinations we promote.
Professional Investing in the growth and development of the team is a
Development cornerstone of the compensation plan. The agency offer
Opportunities opportunities for professional development, whether
through training programs, certifications, or industry
conferences. This not only enhances individual skills but
also contributes to the overall expertise of the agency.

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Recognition and Beyond monetary compensation, the agency understand

Rewards the importance of recognizing exceptional contributions.
The compensation plan includes a structured system of
recognition and rewards, ranging from employee of the
month accolades to annual awards ceremonies. This
fosters a culture of appreciation and celebrates the unique
strengths each team member brings to The Royal Walk.

Sample Compensation Scenario:

Consider a travel consultant who exceeds their sales targets for the quarter. In
addition to their base salary, they receive a performance bonus based on their
achievements, a commission for each successful booking, and the opportunity to
qualify for a travel incentive, such as an all-expenses-paid trip to a popular destination.

III. Staffing Requirements

Staffing Requirements
Travel Agents / These are the frontline employees who interact with
Consultants clients, provide travel recommendations, and book trips
Responsibilities include understanding client needs,
researching and planning itineraries, booking flights,
accommodations, and activities, and ensuring a smooth
travel experience.
Sales and Marketing Responsible for promoting the agency's services and
Team attracting new clients.

Positions may include a marketing manager, digital

marketing specialist, and sales representatives.

Customer Service Handle client inquiries, address issues, and provide

Representatives assistance before, during, and after trips.
Ensure a high level of customer satisfaction.

Administrative Staff Support the day-to-day operations of the agency, handling

tasks such as data entry, filing, and appointment
scheduling.

Accounting and Responsible for financial management, including

Finance budgeting, payroll, accounts payable and receivable, and
financial reporting.
Technology and IT Maintain and support the agency's booking systems,
Support website, and other technology-related needs.

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Supplier and Vendor Build and maintain relationships with airlines, hotels, tour
Relations operators, and other travel service providers.
Negotiate contracts and secure favorable terms for clients.
Legal and Ensure the agency complies with all relevant laws and
Regulatory regulations.
Compliance Handle legal matters, contracts, and any necessary
permits or licenses.
Human Resources Oversee personnel management, including recruitment,
(HR) and Training training, and employee relations.
Management and The agency may have positions like a general manager,
Leadership operations manager, or managing director to oversee the
overall strategy and direction of the agency.

External Resources
Freelance Travel Hire freelance travel writers to create engaging content for
Writers your website, blog, and promotional materials.
Photographers and Collaborate with freelance photographers and
Videographers: videographers to capture high-quality visuals for marketing
purposes.
Legal and Engage legal and compliance consultants to stay updated
Compliance on travel regulations, contracts, and ensure your business
Consultants complies with industry standards.

IV. Training Plans

A well-designed training program is more than just a commitment to personal
development; it is also a strategic move to improve the overall efficiency and
effectiveness of the agency’s operations. Detailed training plans for both staff and
management are provided below, with the goal of cultivating a culture of continual
learning, creativity, and excellence inside our travel business.

Training Plans of Employees

Onboarding Training Objective: Provide new employees with a comprehensive
introduction to the company culture, policies, and
procedures.
Approach: Conduct orientation sessions, distribute
employee handbooks, and assign mentors to facilitate a
smooth integration into the team.
Product Knowledge Objective: Equip employees with in-depth knowledge of
Training the travel products and services we offer.

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Approach: Conduct regular training sessions led by

product experts, provide access to online resources, and
encourage hands-on experience through familiarization
trips.
Customer Service Objective: Enhance customer service skills to ensure
Excellence exceptional client interactions.
Approach: Implement workshops on effective
communication, conflict resolution, and customer-centric
approaches. Role-playing exercises will be utilized for
practical application.
Sales Techniques Objective: Develop and sharpen sales skills to maximize
and Upselling revenue opportunities.
Approach: Provide specialized training on consultative
selling, upselling strategies, and effective use of sales
tools. Regularly update employees on promotions and
exclusive offerings.
Technology Training Objective: Ensure proficiency in the use of technology and
booking systems.
Approach: Conduct regular training sessions on the use of
our booking platforms, travel management tools, and other
relevant technologies. Provide refresher courses for
system updates.
Regulatory Objective: Keep employees informed about industry
Compliance Training regulations, licensing requirements, and consumer
protection laws.

Approach: Periodic training sessions led by legal experts,

coupled with ongoing communication about industry
updates and compliance changes.
Soft Skills Objective: Develop interpersonal and communication skills
Enhancement crucial in the travel industry.
Approach: Offer training modules focusing on active
listening, empathy, and problem-solving. Incorporate
scenarios relevant to travel interactions for practical
application.
Cultural Sensitivity Objective: Increase awareness and understanding of
Training diverse cultures to enhance client interactions.
Approach: Provide resources and training sessions on
cultural nuances, customs, and etiquette. Encourage
sensitivity through case studies and discussions.

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Crisis Management Objective: Equip employees with the skills and knowledge
and Emergency to handle unexpected situations.
Response
Approach: Conduct scenario-based training on crisis
management, emergency communication protocols, and
evacuation procedures.
Professional Objective: Support ongoing learning and career growth for
Development employees.
Opportunities
Approach: Encourage participation in industry
conferences, webinars, and relevant courses. Implement a
mentorship program to facilitate knowledge transfer and
career guidance.

Training Plans of Management

Leadership and Objective: Enhance leadership skills and strategic thinking
Strategic Planning among management.
Approach: Provide workshops on leadership styles,
strategic planning, and decision-making. Engage in
collaborative sessions to align management perspectives
on the agency's vision.
Financial Objective: Strengthen financial acumen for effective
Management and budgeting and resource allocation.
Budgeting
Approach: Conduct training sessions on financial analysis,
budget planning, and key performance indicators. Periodic
reviews with the CFO to discuss financial goals and
performance.
Team Building and Objective: Foster a collaborative and harmonious work
Conflict Resolution environment within the management team.
Approach: Organize team-building activities, workshops
on conflict resolution, and communication training.
Implement regular check-ins to address concerns and
maintain open communication.
Change Objective: Enhance skills in developing and executing
Management strategic marketing initiatives.
Approach: Conduct training on change management
principles, communication strategies during transitions,
and resilience-building techniques.
Strategic Marketing Objective: Ensure proficiency in the use of technology and
and Brand booking systems.
Management
Approach: Provide training on market analysis, branding
strategies, and effective marketing campaign

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management. Collaborate with the CMO to align

marketing efforts with business goals.
Technology Objective: Stay at the forefront of technology trends and
Integration and foster innovation within the agency.
Innovation
Approach: Regular briefings on emerging technologies,
training on new software implementations, and workshops
on fostering a culture of innovation within the team.
Talent Acquisition Objective: Provide management with effective tactics for
and Development talent acquisition and team growth.
Approach: Training seminars on recruitment best
practices, conducting effective interviews, and developing
tailored growth plans for team members.

Regulatory Objective: Keep management up to date on industry

Compliance and regulations and regulatory needs.
Legal Updates
Approach: Ongoing communication regarding industry
developments and compliance changes, as well as
periodic training sessions delivered by legal specialists.
Crisis Leadership Objective: Develop the abilities needed to effectively lead
and Risk in crisis situations.
Management
Approach: Crisis simulations, crisis leadership training,
and risk management workshops. Work with the crisis
management team to analyze real-time scenarios.
Executive Objective: Maintain professional connections and stay
Networking and current on industry trends.
Industry Involvement
Approach: Encourage executive networking, industry
conventions, and collaborative forums. Provide resources
for staying up to date on advancements in the travel
business.

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OPERATING PLAN
I. Physical Location of the Business
The Royal Walk believes that determining the perfect site is critical to providing
exceptional travel experiences. As a result, the agency settled on Pasay City, Metro
Manila, as a good location for the business. The agency chose that kind of
environment due to how it delivers strategic benefits in terms of connectivity and
accessibility criteria. Given that accessibility is one of the top issues, the agency
ensures that clients have no trouble getting directions to the location and that using
services is an easy process for them. Since the location is easily accessible to
everyone, if they ever require the agency's assistance, they will know exactly where
to go.

II. Additional Physical Requirements

Facilities
Front Desk Positioned next to the front door, where clients get a warm
welcome and accompanied by the front desk team. They
additionally helps to briefly explain the necessary steps
and how to begin the procedure.
Waiting Area Closer to the doorway. This will help the authorization
waiting to be more organised since the client can go
right to the room soon after finishing the
consultation.
Consultant Room In an effort to give clients an easily accessible and
pleasant area where they can discuss their travel
plans as well as get customised assistance from our
experienced staff. We currently have a travel firm
office where our consultant's work room is.
Depending upon the particulars of the workplace set
up.
Conference Room Located between the general manager’s rooms.
Specialised in bigger groups, this space allows our
agents to share information about travel
arrangements and hold training exercises in which
they are able to highlight package deals, places of
interest, and more.
General Manager’s Room The conference space is where our employees and the
manager in charge have discussions and sometimes have
essential interactions. It is positioned in the corner of the
area where people wait.
Comfort Room

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Office Equipment Workplace Supplies Furniture

Telephone with Internal
Printer Ink Lounge Seating
Package
Conference Table with
Wifi Connection Brochure Rack
Chairs
Ergonomic Chair and
Printer Bond Papers
Table
Xerox Machine Pens Fling Cabinet
Computer / Laptop (with
necessary software for
Envelopes
managing operations
and communications)
Projector Sticky Notes
Travel Guides and
Air Conditioner
Reference Materials
Whiteboard or Bulletin
Board

III. Production Workflow

The Royal Walk's production workflow is a symphony of personalized service,
attention to detail, and a passion for creating unforgettable travel moments. From the
initial client consultation, where the agency delves into your travel dreams and
preferences, to the meticulous research and proposal phase, they tailor every detail
to ensure your journey is uniquely yours. The Agency's seasoned travel consultants
work diligently to curate a bespoke itinerary that aligns seamlessly with your desires
and budget. Once the perfect itinerary is crafted, the workflow seamlessly transitions
into the booking and reservation stages. Leveraging an extensive network of partners,
the agency secures the best rates for flights, accommodations, and activities.
Throughout this process, its commitment to transparent communication ensures
you're informed and in control every step of the way. As your departure date
approaches, the pre-travel briefing equips you with all the essential information for a
smooth journey. During your trip, their 24/7 support system stands ready to assist with
any unforeseen changes or additional requests, ensuring peace of mind throughout
your adventure. Post-travel, the engagement doesn't end. The Royal Walk values
your feedback and insights, using them to continually enhance services. Your
experiences become a part of its story, shared through testimonials and reviews that
contribute to the legacy of The Royal Walk.

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IV. Production Materials

As a travel agency, The Royal Walk doesn’t really generate stuff or provide any
services. Perhaps it will address, in general terms, the components and sourcing
methods that will be used in business operations.

Presenting tour-related assistance to travelers is the most significant "good" or

service offered by the agency. This consists of making travel arrangements along with
providing support and guidance, including scheduling transport, accommodation, and
tours. In order for the agency to function efficiently, it needs a few particular supplies
and technologies.

The agency either buys or rents software and computer equipment from vendors with
expertise in travel industry solutions. Using this equipment and programs to monitor
flights, process bookings, view information regarding travel, and stay in touch with
clients is necessary. For the objective of researching and making trip plans, a fast
internet connection is necessary. Typically, it comes from nearby internet service
companies.

Workplace equipment stores provide the fundamental office materials the agency
needs for every day work, which include writing instruments and accessories. The
agency buys furnishings such as chairs, desks, and other office supplies from
manufacturers who specialize in workspace furniture.

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FINANCIAL PLAN
I. Potential Growth and Profitability of The Royal Walk
The Royal Walk's goal is to promote sustainable and ethical tourism while providing
unique and personalized travel experiences. Among its competitive advantages are
expertise, a focus on sustainability, technology integration, and exclusive
partnerships. The agency's growth strategies include diversification, regional
development, online presence, customer loyalty programs, continuing education, and
community involvement.

The potential growth and profitability of The Royal Walk for the next 3 years:

Year 1:
Revenue: ₱ 2,220,000
Expenses: ₱ 1,200,000
Profit: ₱ 1,000,000

Year 2:
Assuming a 10% growth in revenue and expenses:
Revenue: ₱ 2,220,000 + (10% of ₱ 2,220,000) = ₱ 2,442,000
Expenses: ₱ 1,200,000 + (10% of ₱ 1,200,000) = ₱ 1,320,000
Profit: ₱ 2,442,000 - ₱ 1,320,000 = ₱1,122,000
Year 3:
Continuing with the same 10% annual growth rate:
Revenue: ₱ 2,442,000 + (10% of ₱ 2,442,000) = ₱ 2,686,200
Expenses: ₱ 1,320,000 + (10% of ₱ 1,320,000) = ₱ 1,452,000
Profit: ₱ 2,686,200 - ₱ 1,452,000 = ₱ 1,234,200

II. Projected Income Statement

Income Statement (Year Ending December 31, 2023)

Revenues ₱2,200,000

Travel booking fees ₱1,650,200

Commissions from airlines/hotels ₱490,000

Additional services (tours, insurance, etc.) ₱59,800

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Expenses

Marketing and Advertising ₱230,000

Salaries and Wages ₱550,000

Rent and Utilities ₱210,000

Insurance ₱115,000

Other Operating Expenses ₱95,000

Total Expenses ₱1,200,000

Net Income (Profit) ₱1,000,000

III. Projected Cash Flow Statement

Cash Flow Statement (Year Ending December 31, 20XX)

Cash Flows from Operating Activities

Collection from Customer (Revenue) ₱2,200,000

Employee salaries and benefits ₱550,000

Rent and utilities ₱210,000

Marketing and advertising ₱230,000

Other operating expenses ₱95,000

Net Cash Flows from Operating Activities ₱1,115,000

Cash Flows from Investing Activities

Sale of Assets ₱50,000

Purchase of Assets ₱40,000

Net Cash Flows from Investing Activities ₱10,000

Cash Flows from Financing Activities

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Loans ₱50,000

Loan repayments ₱30,000

Net Change in Cash ₱1,125,000

Beginning Cash Balance ₱100,000

Ending Cash Balance ₱1,225,000

IV. Projected Balance Sheet

Projected Balance Sheet (Year 2023)

Assets:

Cash and equivalents ₱1,225,000

Accounts receivable ₱100,000

Furniture and fixtures ₱75,000

Other assets ₱25,000

Total Assets ₱1,425,000

Liabilities:

Accounts payable ₱50,000

Loans and debts ₱85,000

Other liabilities ₱15,000

Equity ₱1,275,000

Total Liabilities + Equity ₱1,425,000

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V. Break-Even Analysis

Variable Costs: ₱1,000,000.

Fixed Costs: Fixed costs amount to ₱1,000,000

Contribution Margin: ₱2,200,000 (Total Revenues) - ₱1,000,000 (Variable Costs) =

₱1,200,000.

Break-Even Point = ₱1,000,000 / ₱1,200,000

Break-Even Point ≈ 0.83 (rounded up to the nearest whole unit)

This means we need to generate revenue equivalent to approximately ₱1,200,000

to cover our fixed costs and reach the break-even point.

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APPENDICES
I. Market Research and Competitive Analysis

The Royal Walk Competitor A Competitor B Competitor C

Tour Offers Both International Both Only in Asia Locals Tour

International and Domestic International only
/ Domestics and Domestic

Pricing Affordable Expensive Quite Affordable

Expensive
Target Travel with Business Families and Families and
Market Families, Travelers Friends Friends
Friends, and Luxury
Interpersonal Travelers
Relationships,
Business
Travelers,
Luxury
Vacationers

Market Social Media Influencer Blogs and Online Ads

Strategy Platforms, Collaboration, Online and
Brochures, Offer Online Advertisement, Brochures
Discounts, Advertisement, and Brochures
Partnership and Websites,
Collaborations Social Media
with other Platform,
Businesses in Brochures, and
Travel Industry Partnership

Key Competitive Business 24/7 Customers Sustainable

Advantage Pricing, Partners, Report, Travel and
Technology and Travel Ensured And Responsible
Convenience, Ensured, Flexibility and and Travel
Trust and Exclusive VIP Customization Ensured
Reliability, Treatment
Provide
Excellent
Customers
Service, Travel
Insurance and
Strong Network
and Partnership

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Customer’s 94% 87% 85% 83%

Rating out
of 100%

II. Information about your Industry

The travel agency industry in the Philippines, a vital component of the nation's broader
tourism sector, has undergone a transformative journey marked by resilience,
adaptability, and a commitment to navigating unprecedented challenges. As of my
last knowledge update in January 2022, the industry found itself at the intersection of
global travel restrictions, the emergence of new travel patterns, and a technological
shift toward digital platforms.

The onset of the COVID-19 pandemic in early 2020 posed a formidable challenge to
the travel agency landscape. International and domestic travel restrictions, coupled
with safety concerns, led to a substantial decline in travel activity. Despite these
challenges, the industry showcased remarkable resilience, leveraging government
support and adapting to the evolving landscape.

The Philippine government played a crucial role in supporting the tourism sector,
recognizing its significance to the nation's economy. Financial assistance programs
were implemented, and safety protocols were established to encourage travel within
the country. This support became a lifeline for travel agencies grappling with the
economic repercussions of the pandemic.

A notable shift occurred within the industry's dynamics as travel agencies pivoted
toward promoting domestic tourism. With international travel severely restricted,
agencies recalibrated their offerings, emphasizing local destinations and crafting
packages that appealed to the domestic market. This shift not only contributed to the
revival of the industry but also fostered a renewed appreciation for the diverse and
scenic landscapes within the Philippines.

Digital transformation became a cornerstone of the industry's adaptation strategy.

Online booking platforms gained increased prominence as travel agencies sought to
connect with customers virtually. The use of technology extended beyond mere
bookings, encompassing virtual consultations, digital marketing, and interactive
communication channels. This shift not only streamlined operations but also
enhanced customer engagement in an era of physical distancing.

Sustainable tourism emerged as a pivotal consideration for travel agencies in the

Philippines. Recognizing the importance of responsible travel, many agencies
incorporated eco-friendly initiatives and community-focused projects into their
offerings. This not only aligned with evolving consumer preferences but also
contributed to the preservation of the country's natural and cultural heritage.

Partnerships and collaborations became integral to the survival and growth of travel
agencies. Establishing strong ties with hotels, airlines, and local businesses allowed

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 COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

agencies to offer more comprehensive and seamless travel experiences. These

collaborations facilitated the creation of diverse and specialized packages catering to
a range of interests and preferences.

Navigating the complex regulatory landscape became a priority for travel agencies.
Staying abreast of government regulations and compliance requirements, especially
those related to health and safety protocols, became crucial for business continuity.
Agencies had to demonstrate agility in adapting their operations to align with evolving
guidelines, ensuring both customer safety and regulatory adherence.

As the industry looks toward the future, uncertainties persist. The pace of recovery
hinges on global efforts to manage the ongoing pandemic, the effectiveness of
vaccination campaigns, and the willingness of travelers to embrace new norms. The
Philippine travel agency industry, however, remains poised to adapt and innovate. It
stands as a testament to the resilience of businesses and the enduring allure of
exploration, promising a future where the spirit of adventure prevails over challenges.

III. Samples of Marketing Materials

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IV. Professional References

Statista. (2023, July 11). Philippines: share of travel & tourism users in 2021, by age.
https://www.statista.com/forecasts/1201618/travel-tourism-users-philippines-by-age

Philippines Tourism market. (2022, May 4).

https://www.futuremarketinsights.com/reports/philippines-tourism-sector-forecast-
and-spend-analysis

PricewaterhouseCoopers. (n.d.). Impact of COVID-19 on the Philippine Tourism

industry. PwC.
https://www.pwc.com/ph/en/publications/pwc-publications/tourism-covid-19.html

Anaviso, P. (2023, February 22). Book Holidays with Ease: Best Travel Agencies in
the Philippines. Travel.
https://www.moneymax.ph/lifestyle/articles/best-travel-agencies-philippines

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LESSON LEARNED

Rona Ann Castillo

BSTM 2D

What Makes a Business Unique

The business plan demonstrates a well-thought-out strategy that includes

careful itinerary preparation, lodging choices, travel arrangements, and guided tours.
I've discovered that knowing what could please your clients should come first when
making decisions regarding what to provide or offer. Businesses like travel agencies
can appeal to a wider spectrum of clients by providing a variety of products and
services, particularly in product and service offerings. Providing distinctive products
could aid in setting a travel agency apart from rivals. In a travel agency with a flexible
range of offerings can better adapt to changes in market trends, ensuring continued
relevance and appeal to evolving customer preferences. For example, a travel
agency could offer loyalty programs, discounts, and special services to meet
customer satisfaction.

In a travel agency or in any businesses, it is expected that your competitors may also
provide the same services to customers. That’s why offering distinctive goods or
services that no one else provides allows a travel agency to stand out from the
competition and draw in more clients. It's important for any organization to
comprehend what sets its goods and services apart from competitors. With that, it
can attract more clients to your company.

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Shanley Dela Cruz

BSTM 2D

Adapting to Change: Lessons Learned from Company Evolution

I learned a comprehensive company overview for a travel agency involves

highlighting its unique selling propositions, target market segments, geographical
reach, services offered (like flights, accommodations, tours), technological
innovations (like booking platforms), customer service excellence, and financial
stability. Understanding this overview helps in crafting effective marketing strategies
and fostering customer trust and loyalty.

A travel agency's unique selling propositions, target market segments, geographic

reach, services provided (such as flights, lodging, and tours), technological
advancements (such as booking platforms), superior customer service, and sound
financial standing are all highlighted in a thorough company overview. Gaining an
understanding of this summary is helpful in developing marketing strategies that work
and in building client loyalty and trust. It's critical to comprehend how project volume
and value sales are balanced at a travel agency. While focusing primarily on value
sales could restrict reach, focusing only on volume might result in transactions but not
always high profits. Finding the ideal balance guarantees competitiveness in the
market and long-term growth. Understanding the tactics used by rivals might help you
optimize this equilibrium.

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Carell Emnace
BSTM 2D

Success and Unforgettable Journeys Adventures around the Globe

Through the process of it all, I learned and picked up several invaluable knowledge.
The importance of client satisfaction has been one of the greatest fundamental
lessons I gained. The creation of outstanding adventures for our clients is the main
goal of our travel agency industry. By doing extra careful study and evaluation, a
number of significant lessons regarding making a productive travel agency business
plan have been found learned, from working with clients in deciding on the perfect
vacation spot to providing smooth reservation processes, I’ve come across the fact
that it truly does make a huge impact to pay attention to our clients’ wants and tastes
provide specific guidance, and go beyond what is necessary to fulfil and exceeded
their needs and desires.

Our travel planning firm serves clients plan journeys, including airfare, a place
to stay and public transportation. They function as brokers, functioning as providers’
wholesalers. Operators of tours arrange, construct, advocate, and promote numerous
elements of vacations, such as aviation or ground transportation.

The creation of loyalty along with offering outstanding customer service

doesn’t just leads to satisfied customers yet develops long-lasting relationships and
enthusiastic referrals. From making travel reservations and lodging to coordinating
public transportation as well as creating itineraries, there are certainly numerous
details to take into consideration when organizing trips for clients. All of this
information add together to a smooth and memorable trip. In general, the travel
business we established contributed to helping me grows into better staff members
through demonstrating us about the importance of investigating relationships, and
adaptability. It also gave me interesting knowledge and important lessons which go
far more than basic arranging a trip. Setting up exceptional experiences and satisfying
desires are one of the primary goals.

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 COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

Bea Jeizelle Endaya

BSTM 2D

The Busy Minds

One of the prominent challenges is the dynamic nature of the travel industry. Market
trends, consumer preferences, and external factors such as geopolitical events and
global health crises contribute to a constantly evolving landscape. A travel agency
business plan requires substantial research, which adds another degree of
complexity. Beyond overall market dynamics, specific destinations, cultural
complexities, and emerging travel trends must be studied. This difficulty includes both
the time-consuming process of acquiring relevant information and the task of distilling
it into actionable insights that inform the agency's strategy.

Travel is actually an emotional and immersive business, and communicating the core
of the agency's unique services necessitates more than simply numbers. The
challenge here is to compose an inspiring story that not only defines the business
strategy but also grabs the imagination of potential clients by emphasizing the
transforming experiences that the agency seeks to provide.

Through the whole process of making a business proposal of a travel agency,

together with my groupmates who are also my friends, I learned that even you have
many brains to work on something, if you don’t have the same goal, you all will crash
into each other.

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 COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

Alliana Mary Guiterrez

BSTM 2D

In the Foot Steps of Success

My experience developing a business plan for our travel service was revolutionary
and informative, unfolding in several separate phases. It all started with a profound
love of travel and a desire to turn that excitement into something worthwhile. The early
phases required reflection and the creation of a vision that not only represented the
core of the travel firm but also connected with potential clients. As I became more
involved in market research, the complexity and nuances of the travel business began
to reveal themselves, changing my knowledge of consumer behavior, market trends,
and the competitive environment. This understanding provided the foundation around
which I constructed a plan to differentiate our agency in the market. Developing a
compelling Unique Selling Proposition (USP) was a watershed event that
necessitated careful consideration of what would set our business apart and attract
clients to our offers.

The financial planning step was both difficult and gratifying since it required a
thorough evaluation of launch expenses, income predictions, and potential dangers.
Creating a sustainable financial model proved critical to the travel agency's long-term
profitability and expansion. This technique not only sharpened my financial skills but
also fostered pragmatism in anticipating and managing obstacles.The operational
framework, which included staffing, technological integration, customer interactions,
and marketing initiatives, served as a solid blueprint for the business's day-to-day
operations. The travel agency's abstract concept began to solidify into a well-defined
and practical plan during this phase.

Throughout this journey, I not only learned practical skills in company planning, but I
also developed an adaptability and resilience attitude. Because the method was
iterative, it allowed for ongoing improvement, learning from failures, and embracing
unexpected possibilities. The experience proved the cliché that developing a business
plan is more than just a static document but a dynamic blueprint that guides the
company through its growth trajectory. As I stand on the verge of accomplishing my
entrepreneurial dream, I bring with me a lot of experience, a keen sense of
commercial acumen, and a deep respect for the subtle interplay of passion and
strategy in the creation of a successful travel agency.

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 COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

Henriette Mae Pamaran

BSTM 2D

Relevance of Business Plan in Travel Agency

A well-crafted business plan is crucial for the success and sustainability of any
business, and a travel agency is no exception. The dynamic and competitive nature
of the travel industry necessitates careful planning and strategic thinking. A business
plan serves as a roadmap, outlining the agency's mission, vision, and long-term goals.
It provides a clear strategic direction that helps guide decision-making processes.

In conclusion, the creation of a business plan is indispensable for the success and
sustainability of a travel agency. From providing strategic vision to facilitating financial
planning and risk mitigation, a comprehensive business plan serves as a foundational
document that guides the agency through the complexities of the dynamic travel
industry. As a roadmap for success, a well-executed business plan positions the
travel agency to thrive in an ever-evolving market.

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 COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

APPROVAL SHEET

This business plan entitled THE ROYAL WALK, prepared and submitted by TM2D
has been reviewed and recommended as partial fulfillment of the requirements for
the degree of Bachelor of Science in Tourism Management.

Ms. Eukene Lorenzana

Adviser

Accepted and approved in partial fulfillment of the requirements for the degree of
Bachelor of Science in Tourism Management.

Dr. JAMIE S. ABAD

Program Head

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