1

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS
----------***---------- ----------***----------

END-MODULE ASSIGNMENT

Module: Using Data to Build Business Practice

Code: BSS004-1

ASSIGNMENT 1

Student: Nguyễn Thanh Nhi FOR EXAMINERS ONLY

Grade (in number):
Student ID: 2145519128
………………..
Cohort: K59BF-A Grade (in words):
Semester: I ………………..
Academic year: 2021-2022 Examiner 1
(Signature & Full name)
Head teacher: Nguyễn Thị Thao
………………..
Submission date: 27 December 2021 Examiner 2
Student’s signature: (Signature & Full name)
………………..

Ho Chi Minh City, December 2021

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY
SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS
----------***---------- ----------***----------

END-MODULE ASSIGNMENT

Module: Using Data to Build Business Practice

Code: BSS004-1

ASSIGNMENT 1

Student’s full name: Nguyễn Thanh Nhi

Student ID: 2145519128
Cohort: K59BF-A
Semester: I
Academic year: 2021-2022
Lecturer: Nguyễn Thị Hoàng Anh

Ho Chi Minh City, December 2021

 I. STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the end-module assignment, this
assignment contains no material published elsewhere or extracted in whole or in part
from an assignment which I have submitted or qualified for or been awarded another
degree or diploma.
No other person’s work has been used without due acknowledgements in the end-
module assignment.
This end-module assignment has not been submitted for the eveluation of any
other modules or the award of any degree or diploma in other tertiary institutions.
Ho Chi Minh City, December 2022

Nguyen Thanh Nhi

 1

II. TABLE OF CONTENTS

1. Executive Summary........................................................................................... 3
2. Introduction ....................................................................................................... 3
3. Body .................................................................................................................... 4
3.1. Reasons for targeting Western Europe market ....................................... 4
3.1.1. The number of outbound tourist visits from the United Kingdom to
Western Europe ................................................................................................. 4
3.1.2. Spending levels of UK outbound visitors while abroad, particularly
in Western Europe ............................................................................................. 4
3.2. The reasons for planning such a trip ......................................................... 5
3.2.1. Package ............................................................................................... 5
3.2.2. Age ....................................................................................................... 6
3.2.3. Quarter ................................................................................................ 6
3.2.4. Duration .............................................................................................. 6
3.2.5. Mode .................................................................................................... 7
3.2.6. Expense ................................................................................................ 8
3.2.7. Price .................................................................................................... 9
4. Conclusion ............................................................................................................ 10
5. References............................................................................................................. 10
 2

III. LIST OF TABLES AND FIGURES:

No. Name of table Page Page

Table 3.2.4 % of total (Duration) 7

Table 3.2.5 % of total (Mode) 8

No. Name of figure Page Page

Figure 3.1.1 Visits abroad by UK residents visits abroad, by region of 4

destinations and years
Figure 3.2.1 (1) Package went to Western Europe 5
Figure 3.2.1 (2) Non-independent package (Western Europe) 5
Figure 3.2.2 Age groups of British went to Western Europe 6
Figure 3.2.3 Quarter that British visited countries in Western Europe. 6
Figure 3.2.4 (1) Duration of Western Europe 7
Figure 3.2.4 (2) Duration by age of Western Europe 7
Figure 3.2.4 (3) Duration by 55-64 group (Western Europe) 7
Figure 3.2.5. Mode went to Western Europe of UK residents 8
Figure 3.2.6.1 (1) Sum of expense in Western Europe 8
Figure 3.2.6.1 (2) Sum of visits (Western Europe) 9
Figure 3.2.6.2 Average expense in Western Europe 9
Figure 3.2.7 Average spending per trip (4-13 nights) 9
 3

1. Executive summary:
This report is being presented with the purpose of analyzing data, highlighting
interesting findings, and offering travel suggestions to UK citizens for Western Europe.
Since, compared to any other regions, UK people made the greatest trips to Western
Europe from 2009 to 2019. Furthermore, when traveling in Western Europe, the average
spending of UK citizens is relatively substantial, placing second among other regions.
Our target segmentation is tours to Western Europe for individuals aged 55–64 flying
for 4–13 nights throughout the autumn season, with prices ranging from £550 to £650.
Although most UK citizens prefer to travel independently, this is a barrier that can be
solved. These indicates that focusing on this area will be a good opportunity for our
firm.
2. Introduction:
According to TravelPac data, Europe was the most popular destination for British
visitors, and it was also where they spent the most money. Especially, our team found
that the tourism sector in Western Europe is one of the most promising and constantly
developing sectors for selling vacation excursions to UK customers. Therefore, in
particular, our room proposes to sell trips to Western Europe for those aged 55–64 going
by plane for 4–13 nights throughout the fall season, with prices ranging from £550 to
£650.
We provide this tour for a variety of reasons. The first reason is that the number
of people aged 55 to 64 who travel to Western Europe for vacation is the highest of any
age groups. The second reason is that air travel is the most popular mode of transport
for Britons visiting Western Europe. The third reason is that Britons prefer to visit
Western Europe throughout the months of June to September. Price recommendations
are based on two factors: the number of British travel visits and their expenditure in
Western Europe.
In this report, we will utilize the data and information collected and evaluated in
Travelpac to illustrate why we are specifically targeting the Western European market
and why we developed such a trip. We will also go through some of the limits of the
data analysis.
 4

3. Body:
3.1. Reasons for targeting Western Europe market:
3.1.1 The number of outbound tourist visits from the United Kingdom
to Western Europe:
According to data from TravelPac, UK citizens only took 92327 visits overseas
during public holidays between 2009 and 2019. Western Europe is the most popular
destination for British, accounting for 30095 visits. Western Europe travel trips began
at 2934 in 2009, fluctuated through 2015, and then dropped to 2351 in 2019. The
average annual growth rate of visits from UK to Western Europe is -2,131%. Despite
this, travels to Western Europe are around 2.9 times greater than visits to Eastern Europe
- the second most visited area by British. This demonstrates that, despite the negative
variations, Western Europe continues to draw a large number of customers from the
United Kingdom.

Figure 3.1.1: Visits abroad by UK residents visits abroad, by

region of destinations and years 2009
3500 2010
3000 2011
2500
2000 2012
1500 2013
1000
500 2014
0 2015
2016
2017
2018
2019

3.1.2. Spending levels of UK outbound visitors while abroad,

particularly in Western Europe:
Visitors going from the United Kingdom to Western Europe spent the most
money, £143,658,458,411 in total. The change in money spent on tourism in Western
Europe by British between 2009 and 2019 was £7,469,369,774, representing a 72.25
percent rise. The average annual growth rate of British spent in Western Europe is
5,692%. This demonstrates that British spending in this sector is extremely high,
making it an ideal place for tour operators to set up a base.
 5

3.2. The reasons for planning such a trip:

3.2.1. Package:
In comparison to non-independents, British are more likely to go to Western
Europe as independents, accounting for 64.53 percent. As a result, a solution to entice
clients to go by tour is required. Focusing on nations having a significant number of
tour consumers, such as France and Spain, is one option. Looking at the figure 3, we
can see that France and Spain account for a considerable percentage of tourist arrivals
by tour, with 30.63 percent and 20.63 percent, respectively, compared to other nations.
For example, we may include the activity of visiting the Eiffel Tower in the famous
Paris capital, which showcases all of the highly distinctive structures inherent in France
and superior building technologies in this nation - one of the hexagon-shaped country's
most famous things. Another one is Spain, where the city of Barcelona, which is one
of the country's most prominent tourist attractions, is located to the north. When you
come here, you can feel all of Europe's splendor. Architecture, modernism, services,
culture, and people all emanate a distinct European appearance. We predict that tours
to these locations will attract a large number of sign-ups due to the appeal of these
locations among UK clients. This will be an excellent solution to the problem of most
individuals choosing to travel to Western Europe without taking a tour.

Figure 1 (3.2.1): Packge went to Western Europe

35,47% Independent

64,53% Non-Independent

Figure 2 (3.2.1): Non-Independent package (Western

Europe)
5,1% Belgium
11,98% France
20,63%
30,63% Italy
16,30%
15,01% Luxembourg

0,36% Netherlands
 6

3.2.2. Age
Between 2009 and 2019, British aged 55 to 64 accounted for the greatest 16.49
percent of those going to Western Europe, compared to the other six age groups. This
shows that this age group could be a good fit for marketing Western Europe tours.

Figure 3.2.2: Age groups of British went to Western

Europe (%)

9,91% 0-15
15,53%
12,66% 16-24
25-34
16,49%
14,12% 35-44

15,99% 45-54
15,30%
55-64

3.2.3. Quarter
The months of June to September are the busiest for visitors from the United
Kingdom visiting Western Europe, accounting for 8995 out of a total of 30097 trips. In
particular, British visitors visited to France and Spain the most in June and September,
as compared to other months.
Figure 3.2.3: Quarter that British visited countries in
Western Europe
3500
3000
2500
2000
1500
1000 Apr-Jun
500
0 Jan-Mar
France

Spain
Italy

Netherlands
Belgium

Luxembourg

Switzerland

Jul-Sep
Oct-Dec

Western Europe

3.2.4. Duration
The majority of British individuals liked to travel for a short period of time, with
4-13 nights accounting for 44.39 % of all trips. The same is true for trips to Western
Europe, with 40.14% of all trips lasting four to thirteen nights. The age categories 45-
54 and 55-64 accounted for the greatest number of people when compared to other age
groups, with 1731 and 1718, respectively. Although the number of UK residents aged
 7

55 to 64 traveling to Western Europe for 4 to 13 nights is smaller than that of those aged
45 to 54, the difference is quite small, barely 15 persons. The number of UK residents
traveling to Western Europe for 4-13 nights amounted for 37.68 percent of the total,
with the 55-64 age group accounting for the largest share

Grand Total of duration 18426 22361 7403 1013 39472 254 88929
% of total 20,72% 25,14% 8,32% 1,14% 44,39% 0,29%

Figure 1 (3.2.4): Duration of Western Europe (%)

0,19%
1-3 nights

35,46% 14-27 nights

40,14%
28-90 nights
3-6 months
4-13 nights
1,05% 16,35%
6 months-year
6,81%

Figure 2 (3.2.4): Duration by age of Western Europe

2000

1500

1000

500

0
0-15 16-24 25-34 35-44 45-54 55-64 65 & over

1-3 nights 14-27 nights 28-90 nights

3-6 months 4-13 nights 6 months-year

Figure 3 (3.2.4):Duration of 55-64 group

0,44% 1-3 nights

37,68%
32,19% 14-27 nights
28-90 nights
3-6 months

10,18% 17,65% 4-13 nights

1,86% 6 months-year

3.2.5. Mode
 8

Grand Total of mode 70512 13703 8114 92329

% of total 76,37% 14,84% 8,79%

Figure 3.2.5: Mode went to Western Europe of UK

residents (%)

23,01% Air
47,39% Sea
29,60% Tunnel

In general, air travel is the most popular mode of transportation in the United
Kingdom, accounting for 76.37 percent of all travel. Traveling to Western Europe via
air is also the most common mode of transport for British visitors, accounting for 47.39
percent of the total three modes of air, sea, and tunnel.

3.2.6. Expense
3.2.6.1. Sum of expense and visits:
Total expenditure by British on travel in Western Europe has consistently
climbed year on year from 2009 to 2019, with the amount spent in 2019 being
£17,807,788,282. Our department predicts that this figure will continue to rise in the
next years, since overall travel visits to Western Europe have continuously been the
largest compared to other areas during the last ten years. The overall number of travels
to Western Europe has climbed dramatically in the last five years, from 26009869 trips
in 2015 to 29964498 journeys in 2019.

Figure 1 (3.2.6.1): Sum of expense in Western Europe

£20,000,000,000
2009

£15,000,000,000 2010
2011
£10,000,000,000
2012

£5,000,000,000 2013
2014
£0
2015
Western Europe
 9

Figure 2 (3.2.6.1): Sum of visit (Western Europe)

35000000
30000000 2009
25000000 2010
20000000 2011
15000000
10000000 2012
5000000 2013
0 2014
Western Europe

3.2.6.2. Average expense:

The average British expenditure in Western Europe fluctuated slightly in the
first three years from 2009 to 2011, but climbed significantly from 2012 to 2019,
reaching £7,574,559. In 2019, British visitors spent the most money in Spain and Italy,
spending £20,195,839 in Spain and £7,764,955 in Italy, respectively.

Figure 3.2.6.2: Average expense in Western Europe

£8,000,000

£6,000,000

£4,000,000

£2,000,000

£0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

3.2.7 Price
From 2009 to 2019, expenditure per trip (4-13 nights) by visitors from the
United Kingdom to Western Europe climbed gradually, reaching £596,40 in 2019. The
10-year average spending per trip (4-13 nights) is £512.39, with a 83,22 percent increase
rate.

Figure 3.2.7: Average spending per trip (4-13 nights)

£700.00
£574.90£594.30
£600.00 £503.02 £532.90£541.94
£469.59£454.54£472.73 £489.07£494.27
£500.00 £462.46
£400.00
£300.00
£200.00
£100.00
£0.00
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
 10

According to the data presented above, British tourists have spent more money
in Western Europe during the last ten years. As a result, we propose a price range of
£550 to 650, which is more than the average expenditure per trip for a 4 to 13 night
vacation because we predict that the tendency of British to spend money on tours here
will rise over time.

IV. Conclusion:
In general, Western Europe is indeed a very appealing tourism destination for
British travelers. We believe this is an excellent chance to sell tours to the above-
mentioned target segmentation. Furthermore, we recognize that there are still
limitations in our research that need to be addressed. We believe that further research is
needed in this aspect of the study to provide an accurate estimate of the cost of the trip,
however there is no such information in the data section.
V. References:
Electronic magazines or newspaper articles
Dế Việt - DeViet.vn. (2019). Những địa điểm du lịch nổi tiếng ở Pháp bạn nên ghé
thăm. [online] Available at: https://deviet.vn/nhung-dia-diem-du-lich-noi-tieng-o-
phap/ [Accessed 26 Dec. 2021].
VISANA. (2019). 10 điểm du lịch không thể bỏ qua ở Tây Ban Nha - Visana - Cập
nhật 2021. [online] Available at: https://visana.vn/top-dia-diem-du-lich-khong-the-bo-
qua-o-tay-ban-nha/ [Accessed 26 Dec. 2021].