A new approach to segmenting the holiday industry

Tour operators are always looking for a way of differentiating their holiday products. Some specialist in certain destinations, others focus on target age-groups or activities. But until now, it has been rare for an operator to claim that its are only suitable for people of a certain social class…

It might be a promotional masterstroke. Or perhaps a public relations disaster. Time will tell.

However, a Newcastle-based holiday company has generated plenty of publicity from a promotional email sent out to around 24,000 potential customers.

The pitch? That customers booking with the firm can be pretty certain of having a “chav-free” holiday. This BBC video clip tells the story.