Classic Package Holidays has introduced a strategic product segmentation to enhance its market reach.
- The company now offers eight distinct holiday categories including Adults Only and Value Vacay.
- This method aims to match consumer demand with specific holiday experiences more effectively.
- The initiative follows the success achieved by its sister brand, Classic Collection, in similar ventures.
- The focus remains on strategic branding and providing targeted marketing efforts.
In an effort to better cater to varying consumer needs, Classic Package Holidays has unveiled a comprehensive product segmentation strategy. The new segmentation includes eight distinct categories: Adults Only, Families, Waterparks, City Breaks, Swim Up Rooms, Deluxe Escapes, Boujee Breaks, and Value Vacay. This approach is designed to streamline their offerings and make it easier for trade partners to target specific client segments.
According to Si Morris-Green, the director of agency sales and marketing, the company’s performance during peak seasons has been exceptional, experiencing significant year-on-year growth. The introduction of numerous new products, including 12 destinations and over 1,000 hotels, has positioned Classic Package Holidays well in the market.
Previously, product categorisation was predominantly geographical, distinguishing between short and long-haul destinations. Now, the focus has shifted to the nature of the holiday being booked, which helps in aligning products with customer preferences more precisely. This pivot allows for the integration of strategic branding with comprehensive marketing offers targeted at trade partners.
Moreover, the segmentation highlights have distinct characteristics such as Value Vacay concentrating on two and three-star properties, Deluxe Escapes focusing on five-star accommodations, and Boujee Breaks targeting consumers seeking authentic experiences with strong social media appeal. Morris-Green noted the importance of these segmentation efforts in broadening the product range and enhancing customer attraction.
This strategic shift in product segmentation aims to enhance customer targeting and fulfill diverse holiday preferences more effectively.
