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?
In November 2010, five partners met while at the Hotel Amour in Paris and launched www.dayuse-hotels.com. The site allows you to rent, for only a few hours at a time, a room in Paris (and other major cities), in selected luxurious boutique hotels chosen for their design, location and quality of their service. The rooms rate is discounted by 30 to 70 percent off their normal price.
The low cost airline company Easyjet has launched a competition in France, called "décollage immediat" (instant takeoff). In five French cities, consumers were invited to gather in a selected place with their luggage. The 5 couples who had the most extravagant summer look were chosen to board immediately for a weekend in London, Barcelona or Rome.