Shaken & Stirred - Influential Brand Profiling and Positioning

Travel rewards, incentives / Destinations that are making a comeback

Destination: Comeback!

Brands looking to entice and engage their consumers with interesting and unusual travel prizes in 2013 should consider destinations that are making a comeback advises Protravel, the UK’s leading provider of travel rewards, incentives and prizes.

Dawn Stanley, Senior Account Manager at Protravel, said: “There are a number of destinations that were previously highly popular with tourists, and therefore as consumer rewards.  These fell out of favour for various reasons including wars, impossible travel routes, violent or unsafe connotations, and even terrorist activity.  Some were simply beyond the budgets of many brands, or were perceived by consumers to be unattractive and simply not worth visiting.

As a result, they have been somewhat forgotten about in the promotional landscape.  However, changing circumstances now mean that brands can once again be confident in offering these inspiring destinations as travel prizes.”

Among the places staging a comeback are:

Sri Lanka

After the ravages of civil war and the devastating 2004 tsunami, Sri Lanka is on the up and more accessible than ever before with the opening of the Hambantota International Airport and the completion of the Southern Expressway from Colombo to Matara.  With something to suit everyone from beach bums and history buffs to culture vultures and wildlife lovers, Sri Lanka’s unspoilt coastlines, national parks and ancient temples, forts and ruins will provide a trip to remember.


With easyJet launching low-cost flights to Russia’s capital city from March, offering a trip to one of the world’s most expensive cities has become a little more affordable for brands.  From majestic cathedrals and grand palaces to vast green forests, giant lakes, first-class beaches and the towering Ural Mountains, it is a multi-faceted country that many aspire to experience.


The Mediterranean port city of Marseille is the European Capital of Culture for 2013 and has worked hard to overcome its previously less-than-wonderful reputation.  With an intriguing history, laid back attitude, fantastic cuisine and a vibrant new arts scene, it is the perfect choice for a European city break with a difference.


After a tough couple of years tourists are again returning to Tunisia.  With its great weather, excellent beaches and colourful history, it is a destination that stands out from the crowd and will create a real talking point around any promotion.

Dawn Stanley continues: “Brands that give consumers the chance to escape destinations they may otherwise not have thought of visiting will create a memorable experience that will stay with them for a long time to come.  We know from the 12,822 people that travelled with us in 2012 that consumers are excited by the opportunity to try something new and these destinations offer just that.”


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