Business Plan for Launching a Luxury Adventure Tour Operator Based in Canada

Abstract

MOT Elite Travel Experiences (METE) is a tour operator and online travel agent start-up company based in Vancouver, British Columbia. METE is faced with the challenge of establishing itself as a business in the travel industry. However, recent advances in technology such as an increase in the number of broadband Internet users, search engine optimization, and the advent of smartphones have created an opportunity to capitalize on the growing popularity of online travel booking services. This trend towards online travel sales is stimulating new growth in the tourism industry and providing exciting opportunities for new entrants like METE. Analysis of current statistics and penetration rates for broadband internet and smartphone for countries travelling to Canada in the 25-44 year old age segment indicates that the United States, the United Kingdom (UK), Germany and France are the primary target markets for METE. Luxury travel has recovered from the recession of 2008-2009, and a growing, younger upper middle class and large proportion of High Net Worth Individuals (HNWI) in the under 45 year old segment in China are supporting a market for unique travel experience that METE plans to offer. The travel cycle introduces the inspiration, research, booking, experience, and sharing phases that comprise a framework to understand the relationship between travel and technology. METE plans to develop into competitive business as an on-line travel agent and tour operator that is able to deliver a comprehensive on-line and offline experience throughout the travel cycle