Everyone within the whole travel ecosystem seems to be vying to own the customer’s holiday’s experiences. So what makes Virgin Holidays different? Lopes: Unlike TripAdvisor and Airbnb, who are both offering ‘experiences’ to their customers, Virgin Holidays is in this unique place where we are able to organise an end to end customer holiday—including flights, hotels, transfers, car hire, as well amazing personalised experiences—that come together to create the perfect holiday. It’s a one-stop shop for all their travel needs. Our target audience isn’t the pure independent traveller. We’re after what we call “aspiring adventurers.” They think of themselves as being adventurous and are active by nature, but also want the security of having activities planned in advance that are informed by our extensive local knowledge of their destination. Get the full story at CMO by Adobe