Simon Ferguson: Adding value as cheap holidays dry up

Price and value remain big factors, says Simon, following on from the research findings. But:

Customers have to make some big choices about what consitutes value - the era of cheap travel is over.

So: What's travel's equivalent of the red tick that turns an uninspiring £5 white t-shirt into a must-have £25 one?


There's a pertinent quote from a former Harley Davidson boss:

We don't sell motorbikes. What we sell is the ability for a forty year old accountant to wear black leather, ride through a small town and have people be afraid of him.

HD clearly do sell motorbikes, but the wider point stands...