BHT2027: Tribe Tours are privately guided tours curated by locals who know the city inside out Our tours give the traveller a glimpse of the city: Sales & Distribution in H&T Research Paper, TP, Singapore

Assignment background

Tribe Tours are privately guided tours curated by locals who know the city inside out. Our tours give the traveler a glimpse of the city, its people as they are. Our signature through all our tours lie in you doing, experiencing and interacting with locals rather than as a passive tourist. (Tribe Tours website)

Tribe Tours offer tours that range from 2 hour walkabouts to half day tours, and group sizes are kept small and intimate to facilitate interaction. In 2016, Tribe Tours also started a new guided tour titled ‘About Mr Lee’. The guided tour sheds light on Mr Lee Kuan Yew’s private life and aims to show the person behind the fiercely private man, starting with his early life.

Just like all businesses within the hospitality and tourism sector, Tribe Tours’ business was impacted by the COVID-19 pandemic. International borders closed and most travels was restricted to domestic tourism. In response to this, Tribe Tours came up with new products within Singapore such as the 牛车水 Niu Che Shui Murders– Outdoor escape room game tour. This tour won the Singapore Tourism Awards Outstanding Tour Experience Award in 2021! Another interesting product is the ‘Escape from St. John’s Island’ which is
the only ‘Survivor-style’ island escapade in Singapore with an immersive gameplay experience.

Aside from distributing their products and services via their website, how would you recommend Tribe Tours to respond to competitive threats and changing consumer demands?

Learning outcome

At the end of this assignment, students will be able to explain how distribution supports and generate revenue for the hospitality and tourism industry.

Your deliverables

Research and prepare a new distribution proposal for Tribe Tours using the guidelines provided below.

1. Introduction and Background

• Introduction and background of Tribe Tours.
• Impact of online travel agencies today.
• Tribe Tours’ competitors.
• Tribe Tours challenges today.

Note: Above points are recommended guidelines. You may add other points that you think will substantiate your distribution proposal.

2. Distribution Proposal

• Aside from their existing website, recommend and justify 1 (ONE) another way for Tribe Tours to improve sales through their B2B channel structure and marketing intermediaries.

• Be specific and list the type and company name of B2B channel member.
• You may suggest an H&T-related and/or non-H&T-related channel member.
• Provide a description of the proposed channel member’s business.
• Identify the factors you considered when selecting the new B2B channel
  member.
• Justify how and why Tribe Tours should leverage this new
  intermediary/partnership to achieve maximum results by developing a 4-step
  marketing channel design; namely:

1. Analysing Tribe Tours’ customer profile and needs. Customer profile
includes:
i. Demographics (gender, age, salary, etc)
ii. Psychographic (type of lifestyle, motivation, etc)
iii. Behaviour (frequency of purchase, loyalty, etc)
iv. Their shopping habits

2. Setting Channel Objectives

3. Economic Feasibility

4. Amount of control in the entity

3. Channel/Intermediary Conflict, Motivation, and Evaluation

Identify and explain 2 (TWO) potential channel conflicts that may occur in your recommendation from Point 2.