2. Choosing domestic breaks over abroad:
Decline of the pound against the euro- making holidays
more expensive
Uncertainty of prices
Exchange rates
Using your phone abroad could become more expensive if
Britain leaves the European Union.
2017 saw a boost in domestic holidays
‘shorter but more frequent breaks’ to get away from
‘workplace stress and pressures’
3. Target Audience
The Reformer
Socially aware
Seek the authentic and harmonious
Core motivation is enlightenment
The Mainstream
Largest group
Live by routine
Respond to big established brands
Need for security
4. What are people looking for?
'Instagramable'
800 million users
1 in 5 travelers look to social
media for inspiration when
making travel plans
Young people crave sharable
experiences
TUI DO NOT PROVIDE DOMESTIC
HOLIDAYS CURRENTLY
7. Our Proposal
ADULT ONLY DOMESTIC BREAKS
Independent adventure or relaxation in a rustic
setting with modern commodities
Tailor prepared accommodation
Reposition domestic breaks
Authenticity of reconnecting with nature
9. Brand Positioning Statement
“An independent domestic break for couples
seeking relaxation or adventure. Our holiday
provides a tailor-made, adult only experience
that delivers quality and authenticity.”
19. Slogan
Time flies but you don't have to
A mature way to travel
Quality time in a quality place, escape
Need a break? Choose our escape
Embrace the UK, do things our way
Don’t have to go far to be free
Find your independence
https://www.marketingisland.co.uk/single-post/2018/02/01/The-Importance-of-Creating-Sharable-Instagram-Moments
New Zealand tourism board inviting social influencers
thierry