| Journal: TWUK | Section: |
| Title: | Issue Date: 26/06/00 |
| Author: | Page Number: 5 |
| Copyright: Other |
End of brochure era?
HOLIDAY brochures will cease to exist by the end of the decade as digital TV is beamed into every home across the UK, Travel Deals commercial director Gary Wardrope predicted.He described TV and travel as a compelling mix, claiming 10% of holidays will be sold through the TV within 12 months.
“TV inspires and it sells in a way a brochure can’t,” Wardrope told delegates at the Institute of Travel and Tourism conference in Las Vegas.
“Brochures are also very expensive. Around 70% of a marketeer’s budget is spent on print and paper and most of it goes out of the door. If a customer wants to buy a holiday in Las Vegas, for example, they will look at the few relevant pages in the 350-page brochure. The rest of the brochure – around 99.9% – is total wastage.
“By the end of the decade brochures will be dead.” He estimated that by 2005 half the UK population will have access to digital TV.
Further underlining the growth of digital TV, Wardrope added that holiday videos-on-demand will be available from September.
Wardrope: believes there will be no more brochures by 2010