Future expansion plans Oli and the other directors have plans to expand TTC but disagree over the best strategy to use. Option 1: This is preferred by Oli and TTC's Marketing Director. It is to take TTC into niche markets by creating a separate division – possibly with a new brand name which will initially offer cruise holidays on luxury ships aimed at high-income retired people. Demand for cruise holidays is less price elastic than the demand for mass market package holidays. Discuss a suitable marketing plan for the cruise holidays in Option 1.