The UK Grey‘ Market Overseas Package Holiday Experience: a critical evaluation of consumer and management perspectives

Purpose The UK package holiday market is valued at over £9.4 billion. Although over 14.4 million package holidays are expected to be consumed by UK travellers in 2010, the sector has been subject to very little academic research. A gap exists in the experience literature on the package holiday, a high value, unique and complex service that provides a fragmented experience which can take place over several months or more. The research sits within a marketing management and consumer behaviour theoretical framework and focuses on the 'grey' market segment, of particular interest to industry. The aim is to critically evaluate these holiday makers‘ experiences. Design/methodological/approach A Literature review discussed the nature of the package holiday and the experience as it relates to travel. The methodology takes a social constructionist epistemological orientation with an interpretive phenomenological philosophy. A qualitative, inductive approach ensued. Interviews in Tenerife were conducted with Thomson Holidays consumers, part of TUI Plc, and the largest international providers of package holidays. Template analysis was applied to the transcriptions. An interview took place with the Corporate Director of TUI, the objective being to evaluate management‘s perspectives of the provision of the experience. These findings will be analysed to add further depth and insights to the research. Limitations and ethical procedures are discussed. Findings Preliminary findings identified the importance of security, familiarity, value for money, local airport departures and socialising. Brand loyalty and repeat visits are exceptionally high. Originality/value The research provides new insights into the 'grey' market‘s package holiday experience which is of value to tour operators and academics specialising in this area.