Formulating a bold strategy to target young travellers
Share   —
Email
LinkedIn
Twitter
Facebook
Client
We worked with a family-run business operating nine hotels in the Mediterranean countries, including Italy, Cyprus, Greece and Croatia.
Situation
There are approximately 350 million young travellers, accounting for a total spend of about $400 billion. Young people tend to travel more frequently and stay longer. Since the average UK resident spends more than £500 per visit abroad, our client wanted to attract a greater number of young British tourists.
Action
Together with a group of young travel enthusiasts, we first analysed our client's image and communications strategy. At the same time, we started to carry out interviews to understand the expectations of young holidaymakers ― particularly those who travel with groups of friends. This was followed by a review of resort hotels located in European summer holiday destinations to learn from their marketing efforts.

The client agreed that a new brand and a year-long marketing campaign was required to reach its goals. Therefore, our focus was on building a modern brand identity in the second phase of our project.     

After charting a strategic direction for the project based on our research, we created mood boards to convey an initial visual concept and held workshops with the client team to discuss the progress. We then produced visual elements and a new website with creative designers.

In the final stage, our team devised a marketing plan and brought in partners to launch the campaign. This involved digital and guerrilla marketing activities.
Result
The client reported a 40% increase in the number of British guests staying at its resort hotels on average and decided to open a new branch. We continue to actively cooperate with this hospitality group.
Gozde Scholtz
Gozde Scholtz
Featured Expert
Ahmet Topcuoglu
Ahmet Topcuoglu
Featured Expert
Download PDF
610 Kilobytes
Open
Ready to talk?
Get in touch
Contact
  • Leveraging trends in youth culture to grow
    A jewellery business was seeking to earn a place in youth culture and get its spark back as the entire industry was at an inflection point.
    View Project
  • Building smart gadgets for Millennial parents
    A VC-backed startup was on a mission to invent high-tech baby products thoughtfully designed for the new wave of parents.
    View Project
  • Driving sales with creativity and branded mobile games
    A protein snack bar company came to us to make their delicious, all-natural and low-sugar products a hit with young gym goers.
    View Project
  • Setting up an online fantasy sports platform
    An online media outlet was looking to start a daily fantasy sports platform targeting young sports fans and requested our support.
    View Project
  • Becoming a dream place to work for young developers
    A technology scale-up was determined to be recognised as a preferred place to work for junior software engineers and developers.
    View Project

Any questions?

FSC Global - Contact - First-Step-Consulting
Let us know. No sales pitch. No obligation.
Arrange a Call Back
fsc - logo - white
Volunteers
Are you a university student
or graduate based in the UK?
Send your application
Clients
Let us help you choose
the right service for you.
Find your solution
Newsletter
Join 5000+ subscribers. Receive exclusive management insights from leading experts.
Client Login
info@fscglobal.org
London
Copyright © 2014–2022 First Step Consulting. All Rights Reserved
lockarrow-leftarrow-right