Holidays should be marketed as a “reward”

Posted 30 Jan 2009

Foreign holidays should be advertised in a way so people see them as a "reward" and a chance to "escape the everyday grind of the downturn", it has been suggested.

Head of research at the Chartered Institute of Marketing Mark Stuart explained that the way travel companies market their products and services have changed over the past few months.

This is because getaways are viewed as an extra expenditure and many people will be trying to cut back now the country is in recession, he continued.

To overcome this potential problem, tour operators could focus on selling holidays that are closer to home – such as fishing in the Highlands or hiking around the Cumbrian lakes, Mr Stuart suggested.

Alternatively, businesses could also "position a foreign holiday as a treat", he concluded.

If Brits are desperate to escape the doom and gloom for sunnier climates, they could combine travel with work. A TEFL job might be a possible option to do this.

The Chartered Institute of Marketing aims to advice marketers how to stay ahead in the business.

Category: General Travel