Wellness Tourism Analysis

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Carnival Corporation & plc (Carnival) is one of the leaders in the global cruise industry (Carnival Corporation & plc, 2016). As we develop our business plans to venture into wellness tourism, staying relevant is a key consideration due to the ever-changing tourism industry. One way to stay relevant is to align ourselves with the current trends. As the Business Development Executive in Carnival, I have identified two trends – the increasing demand for wellness tourism in Asia (SRI International, 2014) and rising demand for a personalized service experience. It is important that these trends are incorporated in our business plans for Carnival to allocate its resources in the respective areas of potential growth, obtain market share, gain greater…show more content…
At a glance, we see wellness tourism growing in many parts of the world (SRI International, 2014). Upon closer inspection, we find Asia leading the charts as it continues to be the fastest-growing region for wellness tourism (ibid). A look at the industry landscape reveals how the easing of travel restrictions in Asian countries such as China (Carnival Corporation & plc, 2016) and the rising incomes of the Asian middle class (SRI International, 2014) have attributed to the aforementioned trend as Asian travelers now less restricted by legislation and possess greater purchasing power. With wellness tourism projected to continue its strong growth in Asia, this is a significant trend in the tourism industry as it represents a drastic shift in the Asian consumer preferences. Consumer preferences are vital as they shape business plans and when met, bring in the revenue. The changing industry landscape has brought about other trends apart from the rise of wellness tourism such as the rise of cruise tourism. Cruise tourism in Asia is growing at double-digit rates (Cruise Lines International Association, 2016) which is a good sign for Carnival as a leader in global cruises. Integrating these two trends, Carnival leverage on the collective trend of rising wellness tourism in Asia and look at designing wellness cruises specifically catered to our Asian…show more content…
While we aspire to capitalize on the increasing demand for wellness tourism in Asia, there are many hard-to-reach places in Asia as they remain landlocked. Instead, Carnival should focus on countries such as Japan and China first where there is significantly more demand for wellness cruises (Cruise Lines International Association, 2016; SRI International, 2014). Also, while the increasing demand for digital personalized service experience appears promising, there are research and development costs associated with this expansion. Though such costs may be high, Carnival has seen double-digit returns on investment since 2014 (Carnival Corporation & plc, 2016) and will be able to afford it. Keeping these potential limitations in mind, it is important for us to adopt a business plan to ride on these two trends. Hence, Carnival Corporation & plc can look at revamping some of its cruises according to a wellness theme – where facilities and destinations are wellness related and integrate a fully customizable program for each passenger on board using wearable

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