‘Why the collapse of Debenhams shows it pays to be different’
'Why the collapse of Debenhams shows it pays to be different'
Others on the high street (Woolworths, House of Fraser, and now Debenhams) might have realised it too late, but for a number of travel businesses, differentiation – whether in own brand products, or specialist knowledge – has been a core USP for the past decade.
This weeks news that the 240-year-old department store chain – focused on offering too much variety to apparently too few customers – was teetering on the brink of administration was a timely reminder of this.
Happily for the travel sector at least, differentiation has become increasingly important for travel agents wanting to stand out from the crowd.
Take Off Broadway Travel, winner of UK and Irelands No.1 Travel Agency in the TTG Top 50 Travel Agencies awards 2017. It launched a focus on weddings and honeymoons in 2006, which now account for 20% and 30% of their bookings respectively. Or cruise gurus Atlantic Travel, who only started concentrating on the sector in 2017 but whose turnover is now 40% cruise (p24).
Its equally as rosy for those who specialise on the OTA side. Few could describe the incredible growth of Loveholidays for instance, as being anything less than impressive. Launching in an already crowded market, its two founders, who had no travel experience but a whole lot of tech knowledge, utiRead More – Source