Reporting level: CEO and Senior Management Team

Task:
Forest Holidays management wanted to better understand their customer and commissioned Pragma to undertake an analysis of Forest Holiday's customers and enquirers' behaviour.

Objectives:

• Define the key factors behind holiday choice for Forest Holidays customers
• Evaluate what customers valued about the Forest Holiday experience and what differentiated it from competitors
• Analyse pricing strategy in terms of customer perception and competitors
• Test customer reaction to new and proposed product activities
• Provide a customer segmentation and market sizing to determine the headroom opportunity for Forest Holidays
• Understand what would have persuaded Forest Holidays' enquirers to make a booking

What we did:

Pragma conducted management interviews and undertook detailed customer research to get to the heart of what customers most love about Forest Holidays. We provided recommendations in relation to key drivers underpinning holiday choice across customer segments and suggested additional services that could be provided to enhance the customer experience.

Result:
The results of the project are being used to inform and guide Forest Holiday's marketing and pricing strategy, as well as cabin configurations in existing and future locations. 

“Pragma were very good at getting under the skin of our business and understanding what we do before talking to our customers. They were excellent ambassadors of our brand which I found very refreshing.”

Gary Fletcher, Chief Executive Officer, Forest Holidays