Journal: TWUK | Section: |
Title: | Issue Date: 11/09/00 |
Author: | Page Number: 3 |
Copyright: Other |
Portland Travel slammed for ‘misleading’ brochure tactics
Report by STEVEJONES
THOMSON’S direct-sell arm Portland Holidays has been accused of misleading the public by printing rivals’ prices in its new brochure.
The controversial move flags the brochure prices of JMC, Airtours, First Choice and Direct Holidays, claiming all are more expensive than Portland.
But operators are incensed that the price comparisons ignore agency discounts and special offers that invariably reduce brochure prices.
First Choice is set to report Portland to the Advertising Standards Authority.
The prices quoted are taken from operators’ second-edition 2001 brochures and compare like for like properties.
JMC dubbed the move as a short-lived publicity attempt. Sales and UK operations director Denis Wormwell said: “The comparisons reflect only a snapshot of time and fail to incorporate the large discounts that are available throughout the year.”
First Choice sales and distribution director John Wimbleton also hit out at thetactic. “We are very disappointed that it has chosen to present these prices in such a disingenuous manner,” he said.
“We believe the public will not be hoodwinked by such a transparent and flawed comparison.”
Direct Holidays managing director Duncan Wilson described Portland’s move as “a primitive, blunt marketing tool. But it is indicative of the way Thomson is acting.”
Portland defended its stance and dismissed claims it was misleading the public.
“We believe there is consumer benefit in this,” said a spokeswoman.
“Customers don’t have to shop around as we are checking the brochure prices for them.
“It makes it clear the prices do not include discounts – the way operators price is up to them.”
* See Comment page 8
Direct attack: a host of operators have criticised the tactic employed by Portland