15 May 2008

Out with the WiWis and in the with New SeekersÃ¢â¬~¦.

Cadogan Holidays has responded to clientsÃ¢â¬â¢ holiday needs by introducing a range of new activities, experiences, itineraries and tours for luxury travellers.

Research by the operator has discovered a new breed of 'New Seeker' luxury traveller Ã¢â¬' described as being savvy, up-market, and contemporary.

They no longer want "fly and flop" holidays but prefer to combine a relaxing beach break with activities or excursions which enhance their knowledge of the destination they are visiting.

The New Seekers are defined as being generally 45+ year old couples, without children or with grown up children. They are cash rich and time precious and take more than one overseas holiday per year, spending between Ã&#pound;800 and Ã&#pound;2,500 per person on each holiday.

They are the antithesis of the more traditional, outwardly directed show-offs, who only go on adventurous holidays to bore their friends & relations on their return by bragging about what they've been up to, according to the company.

These are the 'WiWis', the 'When-I-Was-InÃ¢â¬~¦' holiday bores, but they are increasingly outnumbered by a more inwardly directed holidaymaker that looks to discover new experiences and adventures for their own personal fulfilment.

CadoganÃ¢â¬â¢s all-new "Inspirational Experiences" brochure is the result of customer research and features more than 50 options.

These include Moroccan cookery courses, Dubai race evenings, visits to the Green turtles of Oman, personal Egyptologist tours of Cairo, Red Sea snorkelling, private guided tours of ancient cities, helicopter or hot air balloon tours, Champagne sunset or luxury yacht cruises, horse riding and luxury spa experiences.

Managing director Tom Allen said: "With the launch of this new brochure, which has been compiled after listening to what our customers want, we are offering holidaymakers the opportunity not just to visit a destination, but to fully experience it.

"As well as moving towards offering multi-centre itineraries for many of our destinations, we have enhanced our traditional single centre holidays by featuring a range of Ã¢â¬Åâœmust doÃ¢â¬~ experiences or experiential holidays. ItÃ¢â¬â¢s now about what youÃ¢â¬â¢re doing on holiday whilst staying in a luxury hotel."

by Phil Davies