Sovereign aims to lead short-breaks market

City-breaks expansion

Sovereign aims to lead short-breaks market

Report by STEVEJONES

FIRST Choice-owned Sovereign has added six destinations to its 2001 cities programme as it aims to become a leading player in the short-break market.

Bologna, Edinburgh, Jersey, Toulouse, The Hague and Jerez are all new, while capacity has also been added across most major cities.

The operator is offering three hotels in five of its new destinations with two featured in Jerez.

Sovereign specialist business manager Anna Prentice said growth of “at least 25%” is being targeted but declined to reveal specific numbers.

“We want to be known as a major force in the cities market and will be looking for significant growth next year,” she said. “Although it’s competitive, we believe there’s enough demand to expand the market.”

The addition of Edinburgh comes following demand for London, said Prentice. “We exceeded our targets for London and think there could be demand for other UK breaks,” she added.

Capacity has also been added in St Petersburg and Moscow which increased by 300% and 150% respectively in 2000. Exact figures are not available.

“It is off the back of small numbers but they are beginning to compete with more mainstream city destinations,” said Prentice.

Also new are Majorcan Fincas – farmhouses converted into family-run hotels.

Cork, Kinsale and Manor House Hotels in Ireland have been dropped due to poor sales.

Sovereign has also launched a dedicated Paris and Amsterdam brochure with special offers on Eurostar. Savings of £35 are offered for bookings made between October 12 and November 30 for midweek travel between January 2 and March 31.

Prices lead in at £85 for one night in Paris.