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Medium Profitability Business Segmentation

Travel Agency

#Travel & Tourism #Services
ProHub Comment

This is a classic profitability case requiring segmentation analysis. The key insight is identifying that leisure travelers generate negative profit per transaction ($-3.29) despite contributing 40% of revenue, while business travelers are highly profitable ($11.00 per transaction). The solution framework involves either improving leisure economics or shifting to a business-focused strategy.

Estimated Time 15 minutes
Difficulty Medium
Source Harvard
50 / 100
A travel agency makes a 10% commission on all of its travel bookings. Their current profit before taxes is $1MM, while the industry average ranges from $2MM to $3.5MM. Why are they making less than the industry average?

Clarifying Information

  1. What is the total gross revenue for the agency per annum, on average? $10 million.
  2. How does the revenue compare to other agencies with similar size? They are about the same.
  3. What about the product line? Does the agency handle any bookings other than travel tickets? No. They just book tickets for their customers.
  4. What are the different customer segments that the agency services? There’s the business traveler segment, which comprises about 40% of total revenue, and the leisure traveler segment with the remaining 60%.
  5. How many total transactions does the agency process and what is the break down for each customer segment? The total number of transactions is around one million per year. On average, about 300K go to the business segment, and 700K to the leisure.
  6. Is there a cost associated with each transaction? Yes, each transaction, regardless of which segment, costs $9.