Imperative 1: Product & Content
Summary
- Different products to our competitors and unique in the marketplace
- High customer retention and repeat booking rates
- Earlier booking trends
Differentiated content is a central pillar of our product and content strategy. We are developing a portfolio of exclusive products that no competitor can match or replicate and which is tailored to include additional services and facilities that customers want on their holiday. Every one of our businesses offers products that are tailored to meet the holiday needs and tastes of its customers. In the Mainstream Sector, the level of differentiated product has increased over the last year and currently represents 37% of total holidays. We have specific targets in each Sector to continue to increase this level of differentiation and are constantly reviewing and evolving product content. The Mainstream differentiated products in the UK include Sensatori, designed for couples, and First Choice Holiday Villages, designed for families. In Germany we offer Sensimar, a 5-star spa concept for couples and Robinson Clubs for families. In the Nordics our Blue Villages offer an excellent experience for families.
The portfolio of differentiated content not only increases our competitive advantage by distinguishing us from the competition, it also drives higher margins, underpinning our plans to improve underlying operating margins. Differentiated products have an earlier booking profile which increases yields and removes pressure in the lates market, while customers also benefit from a more added-value, unique experience. Feedback shows that customers appreciate the quality and value of these products, and higher satisfaction levels drive repeat bookings and customer retention.
