Classic Package Holidays is evolving by segmenting its offerings into eight distinct categories. This strategic move aims to better align with the diverse preferences of modern travellers, enhancing targeted marketing efforts.
By categorising its products into themes like Adults Only and City Breaks, the tour operator seeks to optimise customer satisfaction and streamline their travel choices. This initiative also echoes industry trends towards personalised travel experiences.
Strategic Product Segmentation
Classic Package Holidays has embarked on an ambitious journey to fine-tune its offerings by introducing eight distinct segments, including Adults Only, Families, and Value Vacay. These categories are designed to cater to various customer preferences, enhancing the holiday planning process for both agents and travellers.
The re-segmentation reflects a shift from geographical focus to thematic holiday types, aligning with customer desires for tailored travel experiences. This approach not only simplifies the decision-making process but also supports agents in positioning the right products to the right clients with more precision.
Enhanced Trade Partner Support
Si Morris-Green, Director of Agency Sales and Marketing, emphasised the importance of this segmentation for trade partners. He stated, ‘Product segmentation and strategic branding will help us signpost the breadth and range of products available within Classic Package Holidays.’
By providing dedicated marketing offers within these new segments, the company aims to bolster relationships with trade partners, facilitating easier targeting of specific client groups. There is also potential for future standalone brochures under these categories to further support traders.
Diverse Holiday Options
Understanding the need for variety, the segments offer diverse options. “Value Vacay” highlights two and three-star properties, ensuring affordable travel choices.
On the other hand, “Deluxe Escapes” focuses on five-star accommodations, appealing to those seeking luxury and exclusivity. “Boujee Breaks” caters to travellers looking for authentic experiences with high social media appeal.
These thematic categories are poised to meet varied traveller expectations, making it simpler for customers to find holidays that match their specific lifestyle and preferences.
Market Growth and Opportunities
The introduction of these segments has coincided with remarkable growth for the brand. Si Morris-Green noted, ‘We’re really happy with the way Classic Package Holidays has performed during peaks, with incredible year-on-year growth.’
By introducing 12 new destinations and over 1,000 new hotels, the company is expanding its market reach, indicating significant growth opportunities and a robust travel season ahead.
Aligning with Industry Trends
The strategic segmentation aligns with broader industry trends towards personalised travel experiences. Customers increasingly seek holidays that offer more than just a destination, and thematic travel is becoming a key differentiator.
With these segments, Classic Package Holidays taps into the growing demand for customised travel itineraries, allowing travellers to delve into experiences that resonate on a deeper level.
Such innovation not only meets current consumer expectations but also sets a precedent for future industry developments.
The Role of Social Media
Social media plays an integral role in these new categories, particularly the “Boujee Breaks”. These are designed for those seeking picture-perfect moments and experiences.
This segment leverages the influence of social media trends, offering options that promise high engagement and shareability.
By prioritising social media appeal, the company caters to a digitally-savvy audience eager for holidays that translate well on platforms like Instagram and Facebook.
Future Prospects
Classic Package Holidays plans to continue evolving its offerings, with the potential for new categories in the future.
With a focus on innovation and customer satisfaction, the company is poised to remain a competitive force in the travel industry.
Classic Package Holidays’ strategic segmentation initiative reflects a forward-thinking approach to modern travel demands. By focusing on diverse categories, the company not only enhances customer experience but also strengthens its market position.
