Finbar O'Neill takes a look at how travel companies are moving from simply planning flights and hotels to become true connoisseurs in terms of activities, food and alcohol, and hospitality.

1. Travel Companies Becoming Travel
Connoisseurs!
Finbar O’Neill

2. A Need for Change
Travel services are beginning to re-market
themselves to appeal to millennial audiences.
To keep up with the changing times, a
straightforward image that doesn’t reek of
brand allure needs to be adjusted. This idea
places travel companies at the cutting edge of
becoming lifestyle connoisseurs. Brands that
fall under this title are known for their
creative executions and photos that sell an
idea aimed to gain a customer following.
This loyalty will result in greater
engagement and new sales that divert from
the norm.

4. Achieving Influence With the
Internet
The key to making a great impact
with this market includes utilizing
the internet. Building relationships
with influential people has never
been easier with the help of social
media. Content marketing and
hosting unique events are also
important to travel companies headed
in this new direction. This strategy is
focused on bridging the gap between
real experiences and the digital space.

6. Commodity Pricing
If a client can connect with what the
brand represents on an emotional
level, they will be more inclined to pay
more for the same service another
brand offers. Known as commodity
pricing, companies such as Starbucks
andApple exercise this when they
price products higher than other
businesses. Several luxury brands
display their understanding of selling
an image alongside the products or
services available.

8. Examples
For example, The Four Seasons now
releases a beautiful magazine with
articles about travel experiences and
inspiration. Even brands committed to
frugality have taken a stand to appeal
to consumers and their emotions.
SpiritAirlines’ branding exclusively
highlights colors, images, and
typography that represent the idea of
saving money. This execution states a
claim and draws the appropriate
audience further into the brand.

10. New Products
Products will play an important role in
the rebranding of travel companies.
Food choices and local cultural events
may need to be reassessed from a design
aspect. The companies that can afford it
may even release new products all
together. Hotel corporations across the
world also realized the need for
lifestyle brands. In the spirit of health
and wellness, Best Western and Hilton
released new brands to cater specifically
to their audience focused on that theme.

12. Finbar O’Neill & Traveling
http://finbaroneillny.org/