Sovereign takes steps to stand out in cluttered luxury market
Luxury holiday operator Sovereign is re-launching this month to try to differentiate itself in an overcrowded market.
It hopes its new identity, which uses the strapline ‘Paradise Found’, will help it stand out in a ‘cluttered luxury market’ where there is a ‘glut of choice and an emergence of deal-focussed companies moving into the space’.
The company, which is 43 years old, wants to focus its position as an ‘expert bespoke holidaymaker’.
"Luxury means many things to many people, and these days the word is so often used to describe a variety of very different offerings," said Lisa Edwards-Webb, head of customer engagement.
"You’ll find over a quarter of a million results when you type ‘luxury’ into TripAdvisor and that’s an awful lot of luxury options to wade through. Therefore, it has become extremely difficult for customers to be sure that what they are being offered fits with their personal idea of luxury.
"For this reason, we made the decision to take a step back, differentiate ourselves and focus on each customer’s ever changing and varied needs in order to help them find their own little slice of heaven."
An advertising campaign will roll-out from mid-December, above-the-line and on digital media.
Meanwhile, Thomas Cook is repositioning its upmarket brand, Signature, combining product previously available from Thomas Cook Signature and Thomas Cook Style.
Five new stand-alone Signature from Thomas Cook brochures, out today, feature a new logo and the strapline ‘Luxury Travel, Tailor Made for You’.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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