Travelscene eyes long-haul sales with new worldwide programme

Operator looks to shed its European short-breaks image with new brochure

Travelscene eyes long-haul sales with new worldwide programme

Report by STEVE JONES

TRAVELSCENE has moved into the worldwide arena as it looks to shed its image as a purely European short-break operator.

The operator has launched a Cities Worldwide programme which it wants to see racked with other major long-haul players.

Marketing director Nick Bamford said: “We want to diversify and believe there is a different type of customer who doesn’t take short breaks but will be attracted by this product. It is a market driven programme designed in response to demand for cities not already covered by Travelscene.

The programme, which has a target of 5,000 passengers in its first year and goes on sale on November 20, features 31 destinations including Beijing, Shanghai, Buenos Aires, Santiago, Sydney, Perth, Las Vegas and Havana. Only seven of the cities are already offered by the operator.

It will be based on scheduled flights largely from Heathrow and Gatwick with limited services from Manchester and Glasgow.

Bamford said the challenge will be getting agents to think of Travelscene as a long-haul player and overcoming the perception that a cities-branded brochure only contains short breaks.

“We’ve focused on cities as that is, and will remain, our area of expertise and we have a job to do in educating agents this is a tailor-made programme.

“Customers are unlikely to stay for two nights in Sydney for example, but the challenge will be getting the message across that this is a flexible programme. Customers can stay for as short or long as is practical.

Most of the destinations feature four hotels with a mix of three, four and five star properties.

Prices lead in at £345 per person for a three-night break at the Doubletree Club Hotel Bayside in Boston.

New additions: Buenos Aires, left, and Guatemala feature in Travelscene’s new programme