Due to launch online next spring, the branded site will focus on the fast-growing longhaul travel market.
‘It will not be positioned as an über-luxury site, but rather for the middle-to-upper market,’ says Nucleus managing director Peter Mathews.
The identity will not reference the current Teletext Holidays branding, which focuses principally on the mass market, shorthaul sector, adds Matthews. ‘We’ve been asked to create a well-defined luxury brand. Bucket and spade holidays are in decline these days and longhaul is very much on the rise,’ he says.
According to the TV-to-Internet information provider, Teletext’s move into the luxury travel market comes during a strong period for the sector, with growth levels at 12% a year, accounting for one fifth of total travel expenditure.