TRAVEL AGENCY

Final Presentation By
Lye Jun Ying & Ngoc Khanh Khieu
 TABLE OF CONTENT
1. The background information of Phoenix
Tours
2. The introduction of the chairman of board
3. The featured products or services
4. The major revenue stream
5. The SWOT analysis for Phoenix Tours
6. The inside scoops
7. Conclusion

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INTRODUCTION
 Company’s Name: Phoenix Tours
 Established in 1957
 1998: ISO 9001 Certification
 30 November 2001: Permitted and listed
on Gretai Securities Market (Taiwan)
 21 October 2011: The first and lead listed
travel agency company
 Branches: Taipei (HQ), Taoyuan, Hsinchu,
Taichung, Chiayi, Tainan, Kaohsiung
 Type 綜合
 Capital: NTD 610, 605,750
 Service hotline: 02-2537-8111
 Address: (Headquarter) 4F. & 5F., No. 25,
Sec. 1, Chang-an East Road, Taipei City
104, Taiwan

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 HISTORY
o 1st establishment: Asia Travel Agency 亞洲旅行
社 , specialized in Inbound tours
o Renamed as Navigator Travel Service Co. Ltd 世
洋旅行社
o 1980: Phoenix Tours was launched
→ An abstracted and newborn travel agency
company based on the establishment by some young,
ambitious, passionate and experienced colleagues in
the previous companies
→ Main objectives:
• To upgrade the domestic traveling quality
• To create proper recreational and leisure activities
in Taiwan as a mission
• To be initiated as the topmost recognised travel
agency brand and be the role model among its
competitors
→  Coincidentally became famous. How?
• Advanced hospitality quality and enthusiastic
services
• Implemented and promoted a tourism program
called “Shangri-La Holiday”
• Targeted customers: inbound tourists
• Domestically well-recognised as one of the IATA 4
members
VISION: 同業標竿自許，品牌信譽服人
CORPORATION STRUCTURE:

Greater competitive advantage (standardized benchmark)

generates satisfactory brand reputation and customer loyalty.

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 CORE VALUE
o Creativity and Innovation: Technologies help
to enhance and upgrade the production
efficiency
o Customer Services: Provide various customer
service platforms to guarantee customers’
satisfaction or feedbacks
o Resources Integration: Collaboration with
corporations and suppliers
o Products:
 Quality first (tangible and intangible products)
 Buy all at once (international & domestic
travel packages)
 Certified and awarded by international and
domestic authorities
 Customer needs oriented.
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INTRODUCTION OF
THE CHAIRMAN OF
BOARD
Name: 張巍耀 (Literal translation: Zhang Wei Yao)
Highest education level: Master Degree in Graduate
Institute of National Development, National Taiwan
University 。
Work Experiences:
* 2002→ Work for Gulliver Travel in London, UK.
* 2003→ Work as a supervisor in Taichung branch of
Phoenix Tours
* From then on, he was fortunate enough to contribute
his leadership skills in different departments such as
Department of Tour Route Planning and Optimization,
 Cruise tour, Long Distance tour, Finance, etc.
* 2011→ Triggered the market of cruise ship tourism in
Asia region whilst he was leading the cruise tours
*2015~ present→ Director of Cruise Tour Association

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FEATURED
PRODUCTS OR
SERVICES
o Provide variety of travel packages:
International Travel Group Tours, Free &
Easy, Enterprise Incentive Tours,
Designated Themed Tours, Cruise Tours,
Family Trip, Honeymoon Trip, Golf
Tours, Domestic Trips, Mainland China
Group Tours and more.
o Phoenix has been creating and debuting
unique Designated Themed Tours since 2
years ago.

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THE MAJOR REVENUE STREAM

Outbound tours stands for 90% of

total revenue of Phoenix Tours. The
table below resulted the proportion
of each product line in past 3 years.

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SWOT ANALYSIS

Strengths Weaknesses

• Better access to potential customers since it is • National distribution is still limited with only
a big travel agency of type 綜合 that has three branches in the north and west coast.
already gained reputation.
• No English version of the official website
• Offer customers a variety of products with provided.
different options and create its own special
feature as designated themed tours.
• Domestic recognition as a member of IATA
and other associations.

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SWOT ANALYSIS

Opportunities Threats

• Potential future plans with competitive
products and services may bring great
benefits.
• More cooperation/collaboration in developing
future tour packages.
• The travel trend is changing and the modern
generations are less likely to choose a travel
agency to help arrange their trips.
→ This may lead to a drop in revenues and is a
threat to the whole industry.
• Competitive market with other opponents

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 THE INSIDE SCOOPS
o Future development scheme:
 Cruise voyage products and services:
 Short distance chartered voyage
 Long distance voyage to Europe and America
o Diversified products:
 Business risks may be scattered and distributed by
creating and introducing variety of travel packages
 Exploit new travel routes and design more themed
tours, such as Central and South America, Aurora
Expeditions, Cruising in Europe, etc.
o Corporation integration
 Increase the air flight travel services
 Integration of product packaging and development
 Develop vertical integration synergies
o Diversification in operation strategy

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CONCLUSION

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