The plan is over the next few years to develop, operate and run a range of unique travel experiences - each which could develop into a sustainable product line on its own. These include: culinary tours / experiences; green / sustainable tours; experience that have a strong focus on social innovation in a country... These can all be operated with the same operations team, but the real question is whether to target niches I am best to create multiple brands each targeting a separate niche, or maybe multiple sub-brands. Or is it best just top create one very strong brand. Obviously running multiple brands is not an easy thing! Will be relying on a combination of online and offline marketing and sales.
As former CMO of Expedia I can tell you that being focused will trump any theoretical upside of having different names. To this day there's a struggle to build daylight in meaning between Hotels.com and Expedia's core hotel business - and there have literally been billions spent on trying to do that over the years. Get clear on who you're for, the problem you solve, what insight you are building against and your positioning against that. There's enough work there on its' own - believe me. Good luck.
Answered 9 years ago