The offer of the Spanish division of this tour operator was becoming less relevant owing to a radical change in demand, both in product configuration and in distribution channels. THR had to develop a strategic marketing plan to define the guidelines which should be followed.

THR developed a strategy aiming to reconfigure the product and radically change the company's business model. It needed to go from being a receptive tour operator to being a provider of destination experiences, by developing new online and offline distribution channels.

The main strategic guidelines proposed by THR were:

• To establish markets and client niches.
• To develop a structured product portfolio according to the different target groups.
• To define a unique approach, developing innovative experiential products.
• To consolidate the offline channel.
• To develope an online B2B & B2C sales strategy.
• To develop a brand strategy according to the product portfolio and channel strategy.

After the submission of the project, the Spanish division of the tour operator obtained:

• Good understanding of current and future clients' needs and wishes.
• Good understanding of structures and competitive behaviour.
• A general list of future target groups.
• Success factors and specific ideas to improve and innovate the excursion products.
• Positioning and main communication guidelines for its target groups.
• References for the implementation of the new strategy.
• The ratios and key values to measure the success in implementing the new strategy.