Seafrance revamps product

Short-break redesign

Seafrance revamps product

Report by JANE ARCHER

SEAFRANCE has redesigned its European short-break programme to be based on themes rather than regions and countries.

The programme, which has just been released, is broken down into four areas – specially selected breaks, favourite cities and towns, for all the family and budget breaks.

Within each section there are sub-headings, for instance specially selected breaks include health and beauty, gourmet choice, classic champagne, the Loire châteaux route and golf.

The cities section includes Paris, Amsterdam, Bruges and Lille and the family selection includes Disneyland Paris and Center Parcs.

SeaFrance managing director Robin Wilkins said: “People are looking for reasons to travel on a short break so by doing it this way we are suggesting ideas they might not have thought of. We don’t think any other operator is doing it so it make us different in a competitive market.”

Wilkins said the programme has been selling well. It was introduced three years ago to help fend off the effects of the abolition of duty-free and raise the company’s profile with the trade. “It gives us more of a profile with agents and more opportunity to sell us,” he said.

The lead-in price is £89 per person for one night in a two-star hotel near Boulogne, including ferry crossing.

Seafrance: the operator hope its new programme, which includes city breaks to Paris, will make it stand out from its competitors