Our client, a major player in the travel industry, wanted to capture the value of attributes that define a holiday in order to understand if there was an opportunity to offer non-package options.
What we did
We conducted an online quantitative survey with 2,500 UK holidaymakers using a tailored holiday package trade-off exercise. The respondents were taken down two separate routes depending on whether they identified as having a preference for package or DIY holidays.
By using our Service Optimiser, we were able to answer key business questions, such as:
- What package generates highest revenue?
- How would revenues be affected if no extras were offered?
- How many package customers would switch to DIY?