How can you spot a luxury holidaymaker?

Sadly, it’s not as easy as seeing what brand of sun glasses they’re wearing. It all comes down to the 3 Ms; their means, their motivations and their mindset when going on holiday.

This was a groundbreaking study for our client Celebrity Cruises. They’re experts in delivering an award-winning cruise holiday, but wanted to be more certain of: who truly represented their target audience, how to reach and talk to them.

Through a segmentation study we identified and brought to life five different types of luxury holidaymaker. By embedding a strong understanding of the key segments throughout the company, we’ve helped transform how they think about and talk to their core audience.

“Tapestry not only delivered on their promises – delivering on the objectives, on budget, on time, but did something that few agencies have done. They took the whole business on the journey, becoming part of the team, understanding our issues, helping us find ways of working through them. Ultimately, they delivered a piece of work that not only is inherent to the marketing department helping us plan our media, our CRM etc, but the whole business.”