First Choice And Thomson Unveil Brand Positioning

**Ally** · 02-04-2008, 03:54 PM

Quote:

TUI Travel UK has today announced further details of the future of the Thomson and First Choice brands.

The company, which had already confirmed it would be keeping both brands on the high street in the UK and overseas, has confirmed that they will be targeted at different market segments.

First Choice has a relative strength with the younger, more family oriented population and as such will be more focussed on this area of the market.

Recent marketing activities by First Choice have already been focussing on the families market – in particular its current tv advertising campaign is made up of two executions, both targeting this key segment.

Meanwhile Thomson, while also strong in this area, has a further strength with the time rich, wealthy, older empty nester customers. As a result, it will focus on offering a modern service proposition and will have a product offering more geared towards adults.

Both brands have an opportunity to move into higher market segments with relevant differentiated product and personal service propositions.

Tim Wiliamson commented “The new focus for these brands does not mean that First Choice won’t sell adult-only holidays and Thomson won’t sell to families. We see the changes taking place as a gradual shift over the next few years. We have placed a strong emphasis on innovation and service delivery and both of these will prove crucial in developing the products and brands further.”

The company has further confirmed that offering holidays with differentiated product content will continue to be key to it strategy. It expects to reduce sales of non-differentiated, commodity products to 33% by 2011.

Thomson is opening its first exclusive ‘Sensatori’ resort in Crete this summer, while further resorts in Mexico and Greece are being assessed.

Thomson’s Platinum, Gold and Beach Club products also continue to develop with three new Thomson Gold properties under consideration for Summer 2009 and approximately 10 new properties expected for Platinum and Beach Clubs.

First Choice has three new flagship Holiday Village properties opening in 2008, taking the total to 9 and is looking at a potential new complex in Rhodes for 2009. It is also looking to grow its ‘Premier’ and ‘Chic and Unique’ products in under-represented destinations.

Long haul holidays continue to be a focus for both brands. Although Thomson and First Choice currently fly more than 600,000 passengers long-haul per annum – more than Kuoni and Virgin combined - they believe there is still room for growth in this market. As UK launch customer for Boeing’s 787 Dreamliner and with aircraft due to arrive from winter 2009, plans are already underway to assess possible new destinations that could be featured by the programme including Malaysia, Thailand, Vietnam, Bali, South Africa, Argentina, Hawaii and long-haul skiing in the Rockies.

A further review of the other brands in the Mainstream sector is on-going.

travmedia.com