First Choice- Home of the All-Inclusive

Love them or hate them, the all-inclusive holidays are here to stay. One tour operator is already pitching itself as the ‘home of all-inclusive’. Travel giants First Choice (part of TUI) plan to sell only all-inclusive holiday packages to its customers by the summer.

This type of holiday already accounts for 65% of the company’s portfolio and First Choice intend on attracting more British families looking to holiday for less.

The all-inclusive holiday gives customers their flights, transfers, hotels, three meals a day as well as local drinks.

New brochures offering the latest deals will be published and distributed in May this year. In-store promotions will take place in 283 First Choice high street stores and a CRM campaign will also support the marketing of these new packages.

This new campaign will help to divide TUI’s two major brands- Thomson and First Choice; and will include the strapline of ‘The home of the all-inclusive’. These new plans follow research provided by Mintel data showing that the all-inclusive holiday market is in fact the fastest growing in the travel industry- rising 32% between 2004 and 2009.

The busiest booking period for holiday-makers is December and January and so above-the-line and below-the line advertising will commence in preparation for this.

Head of Marketing for TUI UK and Ireland, Jeremy Ellis, has said “For too long, mainstream holiday brands have lacked any differentiation, so consumers end up choosing on price”. With this knowledge, the marketing team has contrived the new proposition to serve the different customer segments- those that want the all-inclusive holiday and those that don’t.

Ellis also goes on to say “With continued rapid growth in all-inclusive, and no major brand owning all-inclusive, we saw this as the ideal opportunity to make First Choice stand out from all other major brands.”

Alex Carter of Brand Recruitment, who works extensively with leisure and travel companies across Bedfordshire and the Eastern Region to recruit the very best marketing professionals, acknowledges the importance of a good marketing strategy to launch this campaign and firmly set in stone First Choice’s new vision to be the first mainstream holiday company to offer all of its hotels and resorts on an all-inclusive basis.

To find out more about Brand Recruitment’s range of Category Manager jobs in Luton or around the Eastern region, please go to;

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