Marketing Theory
Holidays are 'High Involvement' purchases
Marketing theory states that holidays are ‘high involvement’ purchases. This means that they require a greater quantity of money or time or effort, than many of the other things we’ll buy.
Interestingly, they are also one of the few purchases that doesn’t change its level of involvement much throughout a person’s lifetime. Men and women both engage with and put effort into our holiday purchases.
And with all high involvement purchases, we have to engage with people on both an emotional and an informative level, and knowledge of a person’s values helps us to match our products to what they feel and think is important.
ArkLeisure has identified the values of UK travel consumers and placed them into groups which reflect their values when it comes to buying holiday and leisure products, including holidays.
With 17 multi-choice questions we can identify a person’s holiday and leisure values and match them with great accuracy to the products they’ll enjoy. But it goes even further than that.
When you know a person’s values, you also know their media choices and the most important thing to tell them about your holiday- the thing they most value!
So, ArkLeisure tells you the most important message to get across; and the preferred media for the people who like your kind of holiday, so they get a message that appeals to them, through a media they’ll engage with.
That’s called ‘giving people what they want’.
