JMC has defended its decision to launch its winter 2000/2001 programmes two months after its rivals.
While Airtours, Thomson and First Choice released a comprehensive range of brochures in November, JMC only issued a preview edition.
Speaking at the launch of the operator’s Wintersun, Golden Circle and Essentials programmes, product director Alan MacLean said the slow start for next winter justified the move.
“There is huge brochure wastage in launching too early and as an industry we should look at this issue,” he said. “Winter is a much maturer market than summer, people tend to know where they want to go. There’s no need to launch before Christmas.”
The market is believed to be showing a 40% fall on last year although the millennium did create an early surge for winter 1999/2000.
The operator has introduced a Winter Plus brand within Wintersun aimed at the older market.
MacLean said many people feel a stigma is attached to over 50s brochures.
“There is an older market which does not want to go line dancing,” he said.
JMC has added La Palma in the Canaries to its Wintersun programme featuring 10 properties. Two Familyworld properties are included.
New to Essentials is Costa del Sol, Costa Blanca, Algarve, Malta, Goa and the Dominican Republic.
Free pre-bookable seats, first introduced for summer 2000, and late check-out have been expanded to the winter.
Prices lead in at £99 for seven nights’ self-catering in Benidorm.