For those readers who do not have this “blue” date in their calendar, it’s Monday January 16. In fact this year’s was predicted to be the bluest Monday ever because of recent celebrity deaths, concerns over Brexit, the upcoming Trump presidency, Christmas debt and the endless cold weather.
I only recently discovered that a university professor actually came up with a formula for predicting the gloomiest day of the year.
Just thinking about Blue Monday makes me feel glum, but it has also made me think about the role the travel industry plays in people’s lives and remember that we act as psychologists, counsellors, problem-fixers and much more, be it for couples that need that time away to rekindle a romance; for families to make more memories; or for people to simply experience more of life’s wonders.
The TV, digital and offline adverts of many travel companies continue to inspire a generation of holidaymakers, highlighting some of the very best early booking offers available.
Perhaps the most interesting ad I have seen is that of Jet2holidays, who with the help of a branded trailer and working jointly with agents, is pitching up in local towns – and customers are loving it!
Not only is it something a little different, but it drives (pardon the pun) a sense of curiosity.
I have loved watching the industry’s TV adverts. There have been so many this year, and not just from the usual stalwarts – On the Beach, Travel Republic and Cheapflights have also made an appearance.
These adverts are a good thing.
It might not be your brand or your agency that is being showcased, but these adverts are booking holidays and creating demand. The benefits are spread far and wide and not just directly to those that are spending on big budget TV advertising.
Speaking to many of our members since the turn of year, most are reporting a very positive start to 2017, and that’s on the back of an unusually strong December. Advantage recorded significant growth last month across most sectors versus December 2015.
The range of marketing techniques we now need to embrace is no longer one-dimensional, and I have noticed more focus on emotional engagement through a distinctively softer use of language and tone.
This tone reflects the individuality of the business. This is not rocket science, but it does require retuning our thoughts on how customers’ expectations have changed; and taking them on the journey and not leaving them behind.
So when I think about Blue Monday, I turn my attention to our industry and the role we play in taking away those winter blues in exchange for happiness, wellbeing and the chance to make lifelong memories.
Julia Lo Bue-Said is managing director of Advantage Travel Partnership
