The Approach:
Young people today have wanderlust in their blood. According to our 2017 Youth Culture Uncovered Report, travel is the no.1 passion point of young people; however, how they go about choosing their destinations and hotels is a complicated process unlike never before. Standing out, and staying relevant is critical in this landscape when vying to turn this love of travel, into a love of travel brands. The Youth Lab undertook investigative work, connecting digitally with dozens of twenty-somethings in global markets, and face-to-face in the key market of the UK. We mapped audience intelligence against marketplace intelligence and unlocked game-changing insights to re-frame how the company should position itself with the global youth travel audience, ultimately reinventing the brand to stay fresh and deliver the experiences young people are craving.
The Output:
We mapped audience intelligence against marketplace intelligence and unlocked game-changing insights to re-frame how the company should position itself with the global youth travel audience, ultimately reinventing the brand to stay fresh and deliver the experiences young people are craving, and maximising growth opportunities in the near to far future. This work was delivered to both the local and global marketing and leadership teams for implementation.
The Outcome:
“The work produced by The Youth Lab was like a light being shone in the dark. Illuminating and exciting, the original insights from young people in lead markets has boosted our awareness, clarifying challenges and opportunities.”