As per business research, four levels of customers have been identified. Transactors are those lacking loyalty but who made a choice due to pressing requirements. Supporters are existing repeat customers. Promoters are customers who not only buy repeatedly but promote the brand across media channels. Co-creators are ones who work closely with the brand and create assets and knowledge which convert into business propositions. Apple. AirBnB and Lending Club have been identified as firms doing the most effective co-creation which is included as part of their corporate strategy. This enables increased revenue growth and reduced marginal cost. It also facilitates business analytics as customer insights can be tapped. Crucially, co-creation also leads to greater organizational flexibility.

Business consulting members representing tourism have suggested to central government that the sector must be liberalized and not be seen as a source of taxation. In case taxation norms can be eased, earning of foreign exchange will contribute a much more significant portion as ,more travelers will pour in to India. Also numerous travel jobs are then set to be created as part of the broader ‘Make in India’ campaign. The CENVAT is one tax policy which if implemented can work very efficiently. Number of circuits have been created to attract greater inbound tourism

Digital marketing has become critical to the branding and sales of most firms these days thanks to the democratization among buyers that the internet has induced. Chatmeter has thus come up with a new version of their suite to help engagement with potential customers. It helps source product reviews, social media references and provides powerful marketing research tools. Greater level of micro-data can now be sifted through to enable focused brand management. The business analytics generated now also ensures product / firm specific data rather than undifferentiated material.

Due to automation and inadequate talent management, up to fourteen million tourism jobs are in risk over a period of time. Better policies need to be implemented by governments across the globe as presently tourism is facing uphill task of convincing top levels that this is a money spinning industry. Business research conducted proves that there is massive skill gap with number of countries being unable to train staff for key roles in the industry. A number of talented people are leaving tourism and moving to other ones such as management consulting.

Locations based technology using GPS is helping marketers build customer loyalty. Marketing is becoming more personalized as a process. Customers are welcomed on arrival at stores. Location based coupons are delivered to shoppers’ smartphones. Even map based way finding is helped. Even digital marketing is done through communication sent depending on customers’ location. Online retail is subsequently added to enable users. There is a process of conducting this. Presence of customers is tracked through vital customer information sifted usingbusiness research. Then zoning is enabled to track shoppers using Wi-Fi or Bluetooth. Finally positioning helps identify exact location of the subject.

A lot of market research has taken place about tourists’ interests and numerous blogs have also been written about them. One of the writers Ms. Meritxell Garcia has been particularly acclaimed for her blogs on Barcelona and the Catalonia region. She writes about the region’s food, architecture, culture and history. In addition she has also written extensively about places that she has travelled to such as Thailand and Hungary. Blogs such as hers are generating enormous interest for a number of people to take up travel jobs.

The art of talent management requires firms to ensure employee engagement. As part of business researchconducted, it has been found that employees’ productivity rises most when engagement is wedded to corporate strategy and the development is holistic. Engagement must also be included in corporate trainingas critical employee insights can then be tracked which can be used to further improve processes. Also these engagement schemes must be facilitated by senior managers and not just by systems.