Abstract
Despite the size, economic importance and interest value of the tourism industry with its multifaceted nature, there is a dearth of brandingrelated research on the sector. Taking a qualitative approach (based on interviews and focus groups), this paper explores the role and significance of brands in the UK air tour operating market, with the focus on the process of consumer choice and decision making. Its aim is to extend the scope of existing research and pave the way for further study in this important and underaddressed area. The paper argues that the special characteristics of the tour operating industry add an extra dimension to any marketing strategy involving the building of a strong, identifiable brand. After contextualising branding by briefly reviewing its development, general application, and its emotional and symbolic associations, it looks at some specific characteristics of the inclusive air tour within the framework of the consumer ‘holiday experience’. The paper concludes that — despite their clear recognition of branding as a potent marketing weapon — UK tour operators are currently failing to build a meaningful and lasting brand-based relationship with their customers.