| Journal: TWUK | Section: |
| Title: | Issue Date: 05/06/00 |
| Author: | Page Number: 39 |
| Copyright: Other |
Profile: Panorama Holidays
Profile: Panorama Holidays
Operator lifts programme as sales double
Capacity hike meets demand
PANORAMA has doubled both the size of its Malta programme and the number of sales since introducing the country three winters ago.The operator – launched in 1954 and part of Airtours since September 1998 – made its Malta debut in winter 1997/98. It was retained for summer 1998 and has featured year-round since.
The core Malta product in both summer and winter remains three and four-star hotels. Exceptions are the five-star Ta’ Cenc hotel in Gozo and self-catering Mellieha Apartments in Malta.
Sales and marketing director Martin Young said: “Our clients have a preference for hotels and that’s what we offer. For operational reasons, we haven’t become involved with farmhouses and villas.”
Young said that as Malta’s upmarket properties now focus on the conference and incentive market, rates have become unattractive for tour operators.
“There’s been a big investment in the CIT market, especially by the five-star hotels and these units haven’t really concentrated on developing leisure business,” he said.
Panorama’s Malta market comprises an older clientele than its other destinations. “Our customers have probably been before and know the product well – they feel comfortable with the language and food,” Young said.
Panorama sends up to 13,000 clients a year to Malta, matching the Canaries but well short of core destination Tunisia, which receives 100,000 Panorama clients each year – 60% of its total carryings.
Around 80% of the operator’s Malta clients travel in the summer period. In winter, Panorama scales down its Malta programme, omitting Gozo and the self-catering accommodation.
The summer programme to Malta continues to expand year on year. For this summer, Panorama added the four-star Gillieru Harbour Hotel at St Paul’s Bay.
In the newly released summer 2001 brochure, two four-star properties of the Corinthia Group join the programme – the Corinthia Marina and Corinthia Mistra Village Clubhotel.
“While Malta hasn’t seen the spectacular growth of the Balearics, it’s doing very nicely for us and is up on last year, maintaining steady growth,” said Young.
In addition to one and two-week holidays, Panorama offers short breaks of three or four nights and 10 or 11-night holidays at most featured Malta properties year round.
Bookings for summer 2001 made before July 31 qualify for a £100 per couple early-booking discount. Thereafter a £60 discount per couple is available.
Next winter’s Malta lead-in price is £249 for a three or four-night break at the three-star Metropole in Sliema or four-star Gillieru Harbour Hotel. Seven nights at either start at £265. Summer 2001 prices start at £309 for seven nights self-catering at the Mellieha Apartments.
Sister operation Manos Holidays has moved into Panorama’s offices in East Sussex but Young said there are no plans to integrate the two tour operations.
Attracting business: many five-star hotels inValletta have been pursuing the conference market which Young said has made room rates unattractive to tour operators
factfile
panoramaholidays