UK holiday companies face a brighter future, but the recession has changed people’s travel and booking habits, finds new research.A Butlin’s Redcoat, the actor James Nesbitt and an ogre may not have much in common but they are all characters trying to sell holidays on TV this January, one of the busiest months of the year for booking breaks away. Since 2008, the travel industry has had a rocky ride but there are signs that things are getting steadier, with TUI Travel, owner of Thomson and First Choice, announcing a pre-tax profit of £473m, up 21 per cent for the 12 months to 30 September. Meanwhile, rival Thomas Cook’s pre-tax profit for the same period rose to £263m, 49 per cent up on last year’s figure. But while the going may be less choppy with 34 million British consumers taking holidays every year, how people shop for breaks is changing and travel brands must take these trends on board to target the modern holidaymaker effectively, according to new research by Kantar Media TGI.
Tui Travel is to launch its biggest ever turn-of-year advertising campaign for Thomson and First Choice, with TV ads set to air pre and post-Christmas.
The First Choice ad goes live on December 23 while the Thomson ads start on December 27 in a deliberate bid to differentiate the brands.
At two minutes, the Thomson ad is its longest ever and is, in effect, a mini film using special effects seen in Hollywood blockbuster Pirates of the Caribbean.
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