Details

25 mins, 2001

How do you market a holiday? The starting point is the holiday brochure, backed up by TV and newspaper advertising. Public relations is important but getting exposure on holiday programmes is unreliable.

54% of holidays are sold through travel agents – but that share is dropping under pressure from call centres and the Internet.

Few products can vary in price like a holiday, and endless re-pricing is essential to the marketing mix.

The big tour companies market sun, sea and comfort but independent operator Sunvil takes a different approach. It markets cultures. What about the social and environmental impact?