A new visual identity and the strapline Paradise Found support the new positioning and set the tone for an imminent marketing campaign aimed at clarifying the company’s position as “an expert bespoke holidaymaker”.
The company conducted research which showed how modern attitudes toward luxury travel have shifted. The market has become “confused and cluttered” it found, with too much choice on offer and an emergence in deal-focussed companies moving into the space.
SomeOne’s response has been to amplify the brand’s focus on “customer-centric thinking” and how the company looks at traveller’s individual holiday needs.
According to Sovereign Luxury Travel head of customer engagement Lisa Edwards Webb, the saturated market means that even the word “luxury” has been diluted.
She says: “You’ll find over a quarter of a million results when you type ‘luxury’ into TripAdvisor… It has become extremely difficult for customers to be sure that what they are being offered fits with their personal idea of luxury.
“For this reason, we made the decision to take a step back, differentiate ourselves and focus on each customer’s ever changing and varied needs.”
As part of the overhaul the Sovereign Hotel collections have been renamed to reflect the new branding so customers can find what they’re looking for quickly.
SomeOne has introduced coded levels of service – Blue, Gold and Platinum – and the holidays are categorized under Family, Adult, Lovebirds, Spa, All in and Eco.
Meanwhile the recurring maze motif, which is used across the brand is a metaphor to show that the repositioned service is easier to navigate.
SomeOne partner Simon Manchipp says: “As a consumer you have to navigate a maze of choices – everything from flight times to kids clubs, so we’re showing that using the service online makes it easier.”