Ocean Holidays are an online travel agent specialising in holidays to Florida, including Walt Disney World and Universal Studios Orlando.

Advertising channels have included Paid Search, Display advertising and TV.

Ocean Holidays were particularly interested in learning how the profile of their customers differed across their product ranges, including Villas, Hotels, Disney and US Cities holidays.

In addition, we were briefed to look at what areas of the UK were generating a higher share of sales volume and how the profile of customers differed between different party sizes, i.e., families, young couples, large groups, etc.

We ran analysis against all these elements and the results were fascinating and allowed Ocean Holidays to build distinct audiences for each of their products and group types.

This has enabled them to ensure that advertising is more tailored to specific product range and/or party type and can be aimed at the most appropriate audience, using the most relevant advertising channel.

We were also able to help Ocean Holidays understand which areas of the UK contained potential areas of opportunity for future growth and profits. This was done by looking at catchment areas where they had smaller numbers of customers despite these areas having high numbers of their key audience profiles.

Christian Armond, Group Marketing Director Ocean Holidays said, “This research was invaluable in helping us get a better understanding of our customers across different holiday products and help us identify opportunities to reach new audiences more effectively.”