Paul the planner

Paul is 35 and is beginning to see the value in planning ahead. He always used to try to "live in the now" and the future was something distant and alien, but maybe because of his age and maybe because of the worrying economic times, he has begun to plan for his future, and enjoy it. 

"I've never really planned before, and maybe I am living less in the now, but I'm cool with that. Planning is pretty exciting."

Paul loves travelling but he hates to fly. He has always travelled, and sees it as an essential part of living a full life. He travelled the world when he was younger and he says that if he died tomorrow, he would feel he has seen enough. But that's not to say that his list of places has been completed. Paul's youthful urge to see the world lives on, and while working he looks forward to the next place where he can get away from it all. 

Paul's dislike of flying stems from some bad experiences in the past when he flew budget airlines which were uncomfortable and delayed. He never wants that again and he will spend hours looking for the right flight. That is, unless he is going to New York- then it has to be Virgin Atlantic. 

"It's just perfect. That flight- the entertainment system is amazing, the staff are pretty chilled and don't mind you having an extra beer or whatever. It makes the flight go faster. They've really nailed it and now that trip is synonymous with that flight" 

If he gets a good flight, then "the holidays starts when you take off", whereas if he gets a poor flight, "the flight is a hassle before the holiday begins". 

But the choices are all part of a balancing act. Planning for the future is a question of weighing up what is important to you and acting for it now, and planning a trip is the same. Though he doesn't want a budget airline, Paul would not be willing to pay for business class. Though Paul would pay a bit more to have a comfortable flight, he would not sacrifice on the accomodation when he gets there. And though he thinks about his carbon footprint, he allows himself his 3 flights a year as a treat which he couldn't do without. 

Paul loves to travel and he wants the flight to be the symbolic start of his holiday. He has his favourite destinations and the flights which go with them. Unfortunately too often flights are no more than average and are a barrier to feeling like you're on holiday. Paul is an optimistic and adventurous guy and Virgin is the airline which best fits with his values. 

Implications: If a great service is put on and a flight is recognized as easy, enjoyable and consistent, then customers like Paul will return to it every time they make that trip. Loyalty to a particular airline can be created by tying the experience to the journey, and to the holiday it begins.