Bridge Travel eyes rivals with launch of new-look brochures

Operator revamps programmes in attempt to stem fall in market share

Bridge Travel eyes rivals with launch of new-look brochures

Report by STEVEJONES

BRIDGE Travel is seeking to strengthen its position in the market after admitting its has grown complacent and lost ground to rivals.

The Airtours-owned operator said while the quality of its product and service has not deteriorated, it has failed to keep pace with competitors.

Sales director John Bellenger said: “Over the past two or three years, we have allowed others to catch us up. It is easy to become complacent.”

In a move to stem the slide, 13 new-look brochures will be launched over the next month all carrying the same design. The first, London Travel Service, is launched this week.

Product is also being enhanced with more added-value items and improved pre-departure documentation.

Bellenger said the new look follows exhaustive research with the trade.

“The feedback from agents was that other operators have caught us up,” he said. “It also became apparent that agents were not aware of our full product range. Most thought we had five or six brochures when in fact we have 13. The new look will be rolled out across all the brands, making it clear each is part of the Bridge family. If agents know what belongs to Bridge, the opportunity for cross-selling will grow.”

Improved product includes extra allocations at key Paris hotels, more free child places, no single supplements, free AAtravel guides and a restaurant-booking service in Paris.

The first brochure, from London Travel Service, includes more three and four-star hotels as the operator looks to increasecarryings by 3,000 to 60,000.

Citadine apartments have been introduced, largely targeting the family market, while two-night theatre breaks staying at a Radisson Edwardian Hotel are also new. The £196.60 lead in price includes a free CD and what’s on guide.

GoSee tourist passes are also available.