| Journal: TWUK | Section: |
| Title: | Issue Date: 10/07/00 |
| Author: | Page Number: 4 |
| Copyright: Other |
Revamp focuses on adult market
AIRTOURS has revamped its product portfolio for summer 2001 to focus more on the adult market.The operator has launched an Adults First brochure featuring three to five-star adult-orientated properties pulled from its other programmes.
The programme sits alongside the Families First programme, which will be in its third year in 2001.
Sales, marketing and development director Ed Sims said feedback showed Going Places’ agents had no problem selling an Airtours family holiday, but the operator had nothing distinctive to offer to the adult market.
“Our pre and post-children carryings are small so this is an attempt to make sure we have holidays for everyone,” he added.
“We are not saying that children are not allowed, but the hotels have been specifically chosen to suit adults based on location or facilities.”
The brochure features 131 resorts in 30 destinations worldwide grouped by lifestyle rather than destination to appeal to individual tastes. Headings include ‘active’, ‘king of the road’ for people who want self-drive holidays and ‘life’s a beach’.
“To get that much product before, clients would have had to look through six brochures,” said Sims.
The lead-in price is £269 per person for seven nights at the Elba Sport Hotel in Fuerteventura including an early-booking discount.
Airtours has also launched its first-edition summer 2001 Prestige, Portugal and Madeira, and Cyprus programmes, which Sims said are more adult orientated.