Virgin Holidays Customer Journey

Virgin Holidays, a tour operator company, launched gamified interactions, rewards and shareable booking celebrations to encourage an uplift in bookings in the UK.

Campaign Purpose

The packaged holiday market in the UK was struggling. The sector had been turned upside down through aggregators and reviews and the role of a travel agent was under threat. This had split the market-into the luxury personalized and the value offerings. Virgin Holidays was firmly in the middle-not big enough to offer value but too big to only serve a niche market.

They attempted to fight As a 'middleman' package holiday operator, they had fallen into the trap of competing on offers with much bigger travel groups such as Tui and Thomas Cook - a battle they...

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