Thomson has unveiled a new brand for the 18-35 market called Thomson Scene.
The new brand has two propositions: Scene Hub, aimed at the younger end of the age bracket, and Scene Style, aimed at the older end.
Scene Hub will replace the group’s 2wentys youth brand, which was launched 30 years ago by First Choice, and will target school and college leavers with properties based in the heart of nightlife areas.
Scene Style will feature more “sophisticated, stylish, designer properties with Bali beds, DJs and cocktails”, according to Thomson managing director Dave Burling. He said it would offer “chilled days and lively nights”. The programme, which goes on Thursday, will feature 86 hotels in 36 resorts in 20 destinations.
Burling said “some of the trendiest hotels in Europe, in places like Santorini and Mykonos, had been included in the brochure, as well as properties further afield in the likes of exotic Goa and Thailand”.
He added: “We want to make sure that the Thomson brand resonates from the cradle to the grave. If there is one market where Thomson is not represented, it’s the 18-35 market, and we think there is a big opportunity. We can develop hotels in the Tui portfolio and invest in new hotels. We will not just appeal to this market in the the UK but across Europe.”
Burling continued: “We’ve also got our destination service companies so we can develop specific excursions. This is very much the ‘tell me’ generation where social media plays a bit part in showcasing what we do, so we’ll be offering sunset catamaran cruises or Turkish mud baths, much more aimed at the stylish mid-20s market.”
Customer operations director Fraser Ellacott said Thomson Scene would be strong online but that “we will absolutely have all our shops ready to sell it”, adding that groups often felt more comfortable dealing with one person to book the whole holiday.
He added: “It’s exactly this kind of product that will really suit our retail estate. We’ll have a new Thomson Scene module on our training course and a big focus on it at our retail conference in November.”