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Tma 01

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2.2 The TMA Part I of TMA 01 is based on the following case study.
Original Travel Original Travel is all about travel ideas – and as you can guess from its name, the company likes to create inspiring, hand-crafted trips for discerning clients. A young and energetic company, Original Travel was created in 2003 in response to changing expectations in travel early in the millennium. Its founders - Alastair Poulain, Nick Newbury and Tom Barber, all of whom are still with Original Travel - wanted to help adventurous travellers to find new travel experiences with greater levels of service and cooler places to stay. Their starting point was the ‘Big Short Break’ – interesting places to visit and interesting things to do within five hours of London. The growth of the company since then suggests they succeeded. According to the latest Pricewaterhouse-Coopers review of discretionary spending, holidays have been knocked off their traditional perch at the top, being relegated to number two on the list of must-buys. Top spot in these testing times goes to paying off credits card bills and bank overdrafts. Also, the last decade has seen further adoption of ebusiness platforms. This has made the general holiday market far more competitive over pricing. But it's only a minor setback for Original Travel, a firm that specialises in holidays that offer a little more than simply sun, sand and sangria. The London-based niche tour operator may have seen enquiries drop and may be left looking at how best to deal with customers' shifting spending patterns but co-founder Nick Newbury reckons working a niche is the way to go. "The days when people were happy to go somewhere, slap on the sun cream and not go beyond the hotel swimming pool are gone,'' said the 36-year-old former City money man. Even so, it's still a pretty wide niche ranging from organising adrenaline rushes on the Cresta

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