| Journal: TWUK | Section: |
| Title: | Issue Date: 23/04/01 |
| Author: | Page Number: 8 |
| Copyright: Other |
Operators need to have more faith in their product
Let’s face it,high discounts are here to stay for at least another year.
Anyone left in any doubt need only look at the summer 2002 brochure launches with Airtours, First Choice and Unijet all announcing a headline message of 20%. First Choice is even offering a crazy 50% on asmattering of product. JMC is expected to follow with a discount message this week. And if it’s 20% now, you can be sure it will be far greater come January.
All this leaves Thomson isolated with its no-discount policy. What a shame the others didn’t follow suit.
It’s perplexing that while operators have improved the quality of their holidays and are catering for clients’ needs far better than before, they still rely on discounts to drive sales. They seem reluctant to trust their product.
One way of ending the non-stop offers would be to increase customer loyalty, something which is virtually non-existent among the big operators.
By establishing a bond with clients and communicating with them throughout the year – and not just when they go on holiday – customers would be more inclined to remain faithful to one company rather than shop around for the highest discount.