06 June, 2011

Creative targets new destinations, gets 'creative'

Monday, 6 June 2011

A competitive market and deal-oriented consumers has seen Creative Holidays get ‘creative’ in presenting product, interacting with agents and developing destination strategies.

With 14,000 products in 58 destinations, Creative Holidays is now looking to the Cook Islands, Samoa and Mauritius, a move spurred by the company’s entry into the New Zealand market, Creative Holidays managing director Paul McGrath said.

According to Mr McGrath, Creative Holiday’s Hawaii and US product is booming, however, other destinations are “okay, but aren’t firing”.

“The market we’re in is very competitive,” he said.

“In any one segment there’s probably five to seven competitors.”

Mr McGrath said that consumers have come to expect deals since the global financial crisis and accordingly this year has been tough.

In response to this, Creative Holidays is making changes, including getting ‘creative’ in the presentation of product.

“We’re trying to put innovation into how to sell product,” Mr McGrath said.

“We’ll also start being creative in the way that we engage and interact with agents.”

Part of these changes to agent interaction will take the form of an agent specific Facebook page, and meetings with the agents directly.

“We’re not reinventing the business but moving the business forward.”

 The Samoa Tourism Authority is working closely with Creative Holidays on a range of joint-marketing initiatives.

Source: e-Travel Blackboard