A new approach to segmenting the holiday industry

Tour operators are always looking for a way of differentiating their holiday products.  Some specialist in certain destinations, others focus on target age-groups or activities.  But until now, it has been rare for an operator to claim that its are only suitable for people of a certain social class…

It might be a promotional masterstroke.  Or perhaps a public relations disaster.  Time will tell.

However, a Newcastle-based holiday company has generated plenty of publicity from a promotional email sent out to around 24,000 potential customers.

The pitch?  That customers booking with the firm can be pretty certain of having a “chav-free” holiday.  This BBC video clip tells the story.

Extreme Market Segmentation? [20 Feb 2012]
Crazy Frog-Great example of a targeted marketing mix? [28 Jan 2012]
Niche segmentation - Britain’s Last Teddy Bear Maker [23 Feb 2011]
BUSS1 Revision Quiz - Understanding Markets [15 Dec 2010]
Segmentation & Pricing - the Ice-Cream Price Pyramid [17 Nov 2010]
Insights into the Ice Cream Market [11 Sep 2010]
The FT and Online Paywalls - a Winning Strategy? [30 Jul 2010]
Business survival strategies for independent bookshops [14 Jun 2010]
BUSS4 UK Recession - More Profit & More Customers - How Sainsburys Did It [25 May 2010]
Niche marketing?  Its Pants [15 May 2010]
Q&A - What is the difference between niche and mass marketing? [15 Jan 2010]
Q&A - Outline the main business benefits from market segmentation [15 Jan 2010]
Q&A - What is market segmentation? [15 Jan 2010]
Mass-market holiday companies score worst for customer service - yet again! [8 Jan 2010]
Video Case Study - Luxury Sound Maker Ditches CDs [4 Dec 2009]
The lights go out for the nightclub market [26 Sep 2009]
Segmentation strategy - Halfords abandons premium retail brand [16 Apr 2009]
Holiday giant ventures into the luxury segment [8 Apr 2008]
The Challenge of Recruiting for the Best Job in the World (OCR Applied Unit 9) [1 Apr 2008]

BUSINESS TEACHER RESOURCE NEWSLETTER
Get first news of business teaching resources, ideas and other materials from tutor2u. Over 9,400 business teachers from the UK and around the world receive our regular teacher email newsletters. Sign up for free here!