p20-21 news May 8 5/5/09 17:26 Page 21
ttglive.com
brands news
Kuoni 35-44s, while Thomas Cook had the most
Hotels and Resorts Travel agents and tour operators
support from the oldest group, the over-55s.
1 Hilton 1 Kuoni
Lastminute.com and Thomas Cook were more
2 Sheraton 2 Expedia highly rated by the most prized ABC1 demo-
3 Marriott 3
lastminute.com graphic than Kuoni and Expedia.
4 Four Seasons 4 Thomas Cook The online brands did not suffer despite their
5 Center Parcs lack of high street presence. Respondents would
6 Sandals be happy to recommend both
lastminute.com
and Expedia, scoring them highly on belonging.
HILTON comfortably outperformed the other “THE MOST interesting point in this category “It could be that people are proud to
brands in this sector (emotional competitive ad- was that people don’t feel that emotionally recommend it because it says something about
vantage +62%), but at the other end of the spec- connected to these brands,” said Crispin Reed. savviness,” said Reed.
trum Sandals finished a lowly 98th in the survey. In an evenly matched category none of the “Price and savviness play an important part.
The Caribbean chain was scored negatively by brands performed anywhere near the survey In travel the experience is ubiquitous so price is
men, older age groups and ABC1 respondents. average but each seemed to be aligned with a an even more important factor.
Reed pointed out that Sandals was still within particular age group. “A two-week holiday is the largest investment
the top 100 and probably suffered because it was
Lastminute.com received its highest score of the year. The ability to secure that deal says a
a “niche” brand. Center Parcs also scored badly from 16 to 24-year-olds, Expedia the 25-34s, lot about you.”
on enjoyment, desire and excitement.
This suggested that both brands did not show
the innovation to justify their prices or, more im- Brandhouse’s seven Emotional Dimensions Compassion – believes the brand goes out of its
portantly, their existence to Britons, said Reed. Respondents were asked to score each brand way to deliver
“People might have had more experience of for each of the following attributes Enjoyment – would be upset if the brand were no
Center Parcs but it scored quite poorly. It was longer available
innovative when it launched but now it doesn’t Contentment – trust in the brand to deliver Excitement – surprised/impressed by the
have that reputation,” he added. Belonging – would recommend the brand brand’s innovation
However, none of the brands scored highly on Pride – likes to use the brand Desire – would pay a premium for the brand
excitement.
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There’s a fantastic new programme of live entertainment for adults and children this summer, including:
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Just one of many great experiences at the Aphrodite Hills
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APHRODITE HILLS RESORT HOTEL
www.aphroditehills.com
Bookable through your
preferred tour operator.
*Terms and conditions apply.
08.05.2009 21
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