Operators to stick with high discount levels

Operators to stick with high discount levels

First Choice and Unijet launch their 2002 summer programmes with a range of special offers. Steve Jones reports

New product: promoting the brochures are, from left, First Choice Holidays marketing manager Tim Williamson, Unijet short-haul general manager John Riley, Unijet product manager long haul Brian Booker and First Choice Holidays division product manager Len Mooney

FIRST Choice and Unijet are to stick with heavy discount messages for the launch of their 2002 summer programme, despite calls from Thomson to scale them back.

Both operators will have a core 20% message with discounts of 50% available through their special offer guide, Blitz.

First Choice Holidays marketing manager Tim Will-iamson defended the move claiming discounts will continue to play a prominent role in the industry.

However, he denied it will be the major tool behind the drive for early sales.

“Both First Choice and Unijet are offering a deal where two kids travel for £1. That will be the key launch message, ” he said.

“There will be 20% discounts and in the Blitz guide, we may have some offers of 50%.”

He added: “I admire Thomson’s approach in not having discounts but our January campaign went well for us and we see no reason to change it.”

Williamson denied that offering 50% discounts at launch would realise Thomson’s fears and push offers to 70% and beyond next January.

“Anything more than 50% would be unrealistic and not sustainable,” he said.

He stressed the 50% offer would be nowhere near as widespread as its January Buy One Get One Free campaign.

First Choice Holidays division product director Len Mooney added: “We see discounts as a tried and tested method. We are going to levels which are significant for the customer yet do not destroy the product.”

The ‘Two Kids for £1’ offer, which is in addition to free children’s places, will be promoted in all of the brochures, but will also refer customers to the Blitz guide for more details.

“The offer will apply to around 100 properties across the group,” said Williamson. “This is not a gimmick.”

A two-weeks-for-the-price-of-one offer will also be available on selected dates and properties.

Williamson said the operator had taken a sensible approach to capacity and had not planned any increases.

New product: promoting the brochures are, from left, First Choice Holidays marketing manager Tim Williamson, Unijet short-haul general manager John Riley, Unijet product manager long haul Brian Booker and First Choice Holidays division product manager Len Mooney

FIRST Choice and Unijet are to stick with heavy discount messages for the launch of their 2002 summer programme, despite calls from Thomson to scale them back.

Both operators will have a core 20% message with discounts of 50% available through their special offer guide, Blitz.

First Choice Holidays marketing manager Tim Will-iamson defended the move claiming discounts will continue to play a prominent role in the industry.

However, he denied it will be the major tool behind the drive for early sales.

“Both First Choice and Unijet are offering a deal where two kids travel for £1. That will be the key launch message, ” he said.

“There will be 20% discounts and in the Blitz guide, we may have some offers of 50%.”

He added: “I admire Thomson’s approach in not having discounts but our January campaign went well for us and we see no reason to change it.”

Williamson denied that offering 50% discounts at launch would realise Thomson’s fears and push offers to 70% and beyond next January.

“Anything more than 50% would be unrealistic and not sustainable,” he said.

He stressed the 50% offer would be nowhere near as widespread as its January Buy One Get One Free campaign.

First Choice Holidays division product director Len Mooney added: “We see discounts as a tried and tested method. We are going to levels which are significant for the customer yet do not destroy the product.”

The ‘Two Kids for £1’ offer, which is in addition to free children’s places, will be promoted in all of the brochures, but will also refer customers to the Blitz guide for more details.

“The offer will apply to around 100 properties across the group,” said Williamson. “This is not a gimmick.”

A two-weeks-for-the-price-of-one offer will also be available on selected dates and properties.

Williamson said the operator had taken a sensible approach to capacity and had not planned any increases.