Blue Horizon Travel (BHT), a boutique travel agency based in Singapore, has carved a niche by offering curated luxury travel experiences. However,…

Blue Horizon Travel (BHT), a boutique travel agency based in Singapore, has carved a niche by offering curated luxury travel experiences. However, with the rise of online travel aggregators and changing consumer behavior post-pandemic, BHT's growth has stagnated. To stay competitive, the management is rethinking its organizational structure and strategy while ensuring alignment with its core values and vision. At the heart of its transformation is the company's emphasis on values. By prioritizing sustainability, cultural immersion and personalized service, BHT seeks to redefine tourism for modern travelers. Its vision is to become the top travel agency for sustainable luxury tourism in Southeast Asia by 2030. To support this vision, BHT is transitioning to a network organizational structure. This new model decentralizes decision-making and encourages collaboration between in-house experts, freelance travel consultants, and local tour operators. This structure enables BHT to respond quickly to customer needs while leveraging diverse expertise. Additionally, BHT has integrated an hourglass organizational structure within its operations. While the management layer is lean, significant investment is made in customer-facing staff and the technology backbone. This ensures a seamless experience for clients while maintaining operational efficiency. Moreover, inbound logistics is now a critical value chain activity for BHT. By forming partnerships with sustainable transportation providers and local eco-friendly accommodation partners, the company enhances its competitive advantage. These efforts align with customer expectations and reinforce BHT's sustainability-driven brand. To monitor its progress, BHT employs premise control, regularly assessing market trends and reviews internal performance metrics. This allows the company to make proactive adjustments to its strategies and ensure alignment with its long-term goals. Lastly, BHT's leadership has identified key success factors critical to its success: exceptional customer service, strong local partnerships, and the integration of cutting-edge travel technology. With these in place, BHT aims to thrive in a competitive and rapidly evolving industry. Based on the above Case Scenario, answer the Multiple-Choice Questions.