Cresta to fight low-cost carriers

Cresta to fight low-cost carriers

CRESTA is investing £100,000 in a campaign to help fight off the threat of low-cost airlines.

The Airtours-owned operator said business is being hit as more people buy flights independently and only book accommodation through agents.

It has now developed a training pack urging retailers to make a greater effort to sell packages.

Head of marketing Jane Williams said: “The do-it-yourself market is the biggest threat to short-break operators and is the major reason why the market was flat and in some cases down this year.

“Accommodation-only represents 20% of our overall business and is growing. In terms of passenger numbers, it has trebled in recent years.”

She said customers are unaware of the benefits of buying a package.

“It’s partly our fault for not getting the message across but we hope to remedy that with the training packs,” added Williams.

“It will spell out the benefits of booking a package. For example, our customers are looked after when they reach their destination and we have 24-hour duty offices. With a low-cost airline, they just get you to your destination and you are on your own,” she said.

Williams also claimed prices of a package and independently arranged breaks are similar. “There is a false perception that the no-frills airlines are always cheap. That is not the case,” she said.

The first of the training packs, which will also contain product information, will be distributed before Christmas.

Williams: Cresta’s training packs will highlight the benefits of buying packages