Alice in Wonderland

Alice's face lights up when she talks about planning her next holiday. Her pupils dilate. She becomes very animated when she talks. She is about to embark on a new adventure. A week's holiday in Morocco with her husband. Before she has even got to Morocco she is planning her next adventure: Argentina...Honduras...maybe a sailing holiday. Who knows.

Travelling is what keeps her going. Its like oxygen. She can't breathe without it. She works to travel. She lives to travel. To keep her spirit and her imagination going. To recalibrate. To reconnect to those with whom she is closest to.

Alice calls herself a 'travel geek.' Her dedication to planning her holiday is incredible. She will review every website -her favourites are iescape and tripadvisor. She wants to see balanced reviews. Independent advice. A trusted planning partner.

Alice is typical of the people we meet.

The adventure begins in Alice's head. Long before the actual travel. The planning journey is as important as the destination.

Implication: Brands must provide much more than a flight to a destination. Brands can elongate the window of opportunity to long before people actually book a flight and provide ways to help people like Alice to live their adventure in their head.