Travel & Tourism (148)
Making that holiday XXL
The German travel agency Dicke Reisen specialises in planning travel arrangements for overweight people. It was created by a curvy lady fed up of encountering inconveniences due to her weight when travelling. The agency caters for customers by offering special discounts to fly in business class (where seats are larger), suggesting hotels with larger beds and proposing activities that are not too physically demanding.
Why it matters
Certain niche markets are growing considerably in size and voice. Does this warrant brands having to create specialised and tailored experiences for some of these groups?
Aldeasa (airports retail operator) has widened the experience of Ibiza to the airport. Creating spaces where you can buy electronic music records, clothes and other merchandise that encapsulates each of the most important discos of Ibiza (Amnesia, Pacha and Space). Every 15 minutes these ‘discoshops’ play the most successful music of the Ibiza’s night. Resident DJs will also be invited to play their music in “prime time”.
People want to get more from the time they take off, but that doesn’t just mean more bang for the buck. Consumers are looking for a richer experience away from home. Volunteerism is being combined with vacations to create an experience with lasting value. Disney is launching a new service initiative in January 2010 called “Give A Day Get A Disney Day” that rewards people for lending a helping hand. When you sign up on their site to give a day of service to a participating organisation, you get a free one-day admission to Disney theme parks.