1. Don't be beige
It can cost 5 times as much to acquire new customers than it can to retain existing ones. So, the best way to grow your holiday business is to build a loyal following of happy customers. The essential thing to remember here is summarised in this simple quote from marketing guru, Seth Godin: “Everyone is not your customer“. Why?, Because different groups of people respond differently to other groups of people. Some people may love relaxing by the poolside, yet for others, that is the epitome of purgatory. Trying to target everyone is the same as targeting no-one – the message becomes, well, a bit beige. Yes, few will really hate it. But few will really love it either. This is not a good way to build a loyal customer base – it’s a good way to leave people feeling rather underwhelmed. When you are selling a service as emotional as a holiday, ‘underwhelmed’ is the last reaction you want.