Classic Package Holidays segments products to target different customers

Classic Collection Holidays’ trade-only brand Classic Package Holidays is segmenting its products into eight categories to target different customer groups.

It follows a similar move with sibling brand Classic Collection, which announced a range of new lifestyle brochures in December.

Now Classic Package Holidays has eight new target segments: Adults Only, Families, Waterparks, City Breaks, Swim Up Rooms, Deluxe Escapes, Boujee Breaks and Value Vacay.

Si Morris-Green, director of agency sales and marketing, said: “We’re really happy with the way Classic Package Holidays has performed during peaks, with incredible year-on-year growth.

“We’ve introduced a lot of new product during peaks including 12 destinations and over 1,000 new hotels.

“Product segmentation and strategic branding will help us to sign post to our trade partners the breadth and range of product available within Classic Package Holidays and allow our agent partners to target easily different client segments.

“Previously, we’ve segmented our product by geography into short and long-haul. Now we are re-segmenting existing product to focus on the types of holiday that our customers are booking.

“Initially, with Classic Package Holidays, we’ll provide dedicated marketing offers to our trade partners within these themes, whilst not ruling out future standalone brochures.”

He said Value Vacay highlights two and three-star properties; Deluxe Escapes will focus on five-star properties; and Boujee Breaks will appeal to customers in search of “something more authentic and with plenty of insta and social media appeal”.

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