Holiday Service Optimisation

Business challenge

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.

Holiday package trade-off exercise


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?