AIRTOURS is starting to use customer research to expand its business after admitting it was neglecting important data.
The operator confessed that, until recently, it has failed to act on feedback from Customer Service Questionnaires to enhance products.
It has now used it to set up a new Active holidays programme within its second-edition summer sun brochure.
“We were getting all this information about customers lifestyle through CSQs but not utilising it,” said deputy managing director Richard Carrick. “It was ridiculous. We have now used it, and will continue to use it, to identify new markets and develop product to suit customer requirements. Every holiday should be targeted at a different customer.”
Research showed its active holidays programme – which features ten hotels with a range of quality sporting activities – would appeal to 250,000 households.
“It was on the back of this we launched an active holidays programme,” he said.
A stand-alone brochure could follow if it takes off.
“We need investment and partnerships from hoteliers if this sort of product is to work,” he said.