A package combines two or more products so the customer and market segment being targeted gain an advantage compared with buying the items separately. Core holiday components, such as transport, accommodation, meals, attractions and entertainment, can be carefully combined into a complete packaged experience. Packages provide the customer with either greater convenience or a more competitive price.
Traditional objections to packaging, such as it is downmarket or only useful to inexperienced travellers, large groups or older holidaymakers, are changing. With the introduction of more flexible packaging methods that represent good value for money, packages can be attractive to other markets, such as the growing free and independent traveller (known as FITs) market. Flexible packages can be tailored to meet the needs of FITs, for example, by presenting components that appeal to their travel values.