p24_ttg_lux_eds report 4/3/10 13:47 Page 24
EDITOR’S
people while on holiday were “my work-
life balance” (41% said this was high in
their minds) and “getting fitter” (39%
REPORT
said this was the hot topic).
Interestingly for the luxury sector,
these become hotter issues the more
people earn – 70% of high earners say
they talk most about work-life balance
on holiday, 58% cite getting fitter as
their hottest topic.
“If you’re a high earner, you may have
a healthy bank balance, but you have
the unhealthiest life balance,” says the
report – I’m sure many of your clients
who work endless hours would relate
to that equation.
Kuoni also took the step of engaging
eminent broadcaster, psychotherapist
and life-coach Christine Webber to give
Kuoni’s new Holiday Report
her unique view on the findings and
found – shock horror – that
drill down into what happens to people
when they go on holiday.
holidays are vital. But for
“Holidays are not just about sun, sea
and sand,” says Webber. “They are about
the first time, the operator
reappraisal and perspective. We talk
more with fewer of the distractions
dug into the psychology of
around. At home, we are always too busy
holidays too. It makes a
to talk and we avoid the big issues. It’s
just easier to see our long-term
change from the usual stats,
objectives when we are on holiday.”
There were murmurs of recognition
says April Hutchinson at the launch when Webber started the
e
n
t
“why men and women are different”
speech – in day-to-day life, men just
don’t want to talk about the big stuff,
simple as that; women do. “Only when
on holiday do men really start to
consider those bigger conversations that
at home they just never want to get
involved in,” says Webber.
T
ime was, January would roll around and I would wait “Holidays enable you to face up to who
for my invite to a sumptuous lunch at Searcy’s in you are and your life,” she adds. “Today’s
London to receive the gospel according to Kuoni’s couples rarely have time to focus on their
Long-haul Report, as to what was “in” and “out” relationship and rely on their holiday to
among destinations. There was no finer barometer of where the recapture that. Women break open the
great British public were spending their hols. Boden catalogue and hit the beauty salon
When the invite for the report didn’t show up this year, I to try and make themselves feel sexy
started to wonder if I had fallen off Kuoni’s list. But the famed again for the holiday.”
report had little choice but to get wider as Kuoni increasingly
started offering more European product. And I remembered a
conversation I had with Fiona Blaszkowski, Kuoni’s new
director of public relations and brand development, when we
were at the Travel Convention in Barcelona. New at the per c
She points out that high achievers
– therefore probably high earners and
big travel spenders – tend to be “all or
nothing” people.
“They never, ever, switch off, except
company, but with a great track record in strategy and on holiday and have two states – frenetic
branding, she said she thought it was time for a change, or comatose,” she says. “Getting them to
pondering how interesting it would be for Kuoni to dig deeper make a decision about anything non-
into holidaymakers’ psyche and see what was really happening work related in daily home life is nigh
in their heads when lying on that lounger or trekking the on impossible. Put them in holiday
world. The invite for the launch of the new-style Kuoni
Holiday Report 2010 subsequently turned up in February.
In an age when philosophical author Alain de Botton and
psychologists such as professor Robert Winston have become
household names and regular fixtures on TV, it would appear
54
mode and things look different.”
So, if you can capture the emotional
side of holidays in your marketing and
make people remember why they need a
holiday – always mindful you may also
we have become a nation that wants to know more about what
motivates us and increasingly, to find out “who we really are”. People who
need to be a shoulder to cry on – then
you’re onto a winner. But then many of
Holidays seem to be key to that and are a catalyst for
discussing how we might change things in our life, according
make a major
you already knew that anyway, right?
Either way, it’s nice to see a dose of
to the Kuoni report.
Carried out independently by Opinion Matters in November
life-changing
pop psychology being applied to travel
instead of the usual “year-on-year”
among 2,100 respondents in the UK, Kuoni research found that
54% of people had made a major life-changing decision while
decision while
statistics we are bombarded with.
Vital though they are for measuring
on holiday, whether it was to marry or
divorce, quit their job or move house.
on holiday
performance, when was the last time
you measured how your clients really
The research also found that 74% of felt when they came back from their
respondents said a holiday can “make travels? Maybe they didn’t rebook
or break a relationship”. because they’ve gone off to “change
24
Source: Kuoni Holiday Report 2010
The two hottest discussion topics for their life”.
editor’s report
spring 2010 ttgluxury.com
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