Tui to target ‘next generation travellers’ with First Choice brand overhaul

It’s a question that has long had many travel bosses scratching their heads: just what is it that the next generation of travellers want? And how to stretch an existing brand with a traditional customer base to both appeal to, and offer relevant product to, that emerging generation?

Launching a separate B2C brand to reach next-gen customers has not always worked (whatever happened to Kuoni’s Meraki?). But Tui’s approach here – pivoting a strong, if somewhat dormant, brand as opposed to building one from scratch – seems a sensible one.

There is, however, significant brand stretching to be achieved; First Choice’s identity as “the home of all-inclusive” will persist for many consumers, and the fact that all-inclusive and traditional hotel product will still very much be available, alongside the sexy new stuff, might hinder that stretching.

Travel agents excited by Tui’s recent return to working with independents might be frustrated to be excluded from First Choice’s new product portfolio. But big boss Andrew Flintham told me at the brand’s intimate launch event last week that there will be a certain element of “seeing what sells” for First Choice – and if products such as the Byway Travel partnership are successful, such products might move across to Tui too.

It is somewhat ironic that First Choice’s research showed that 40% of consumers in its target market are overwhelmed by anxiety when making travel choices, and spend 72 hours planning holidays per year. Rather a shame then that these customers are resolved not to talk to their local travel agent… who could fix those pain points in a flash!