Agents have attacked Globus’ direct-sell operation Archers Direct claiming its newspaper and television advertising campaign is “stabbing agents in the back”.
The operator, traditionally a coach company and a sister operator to Cosmos, launched its first summer-sun programme this year with a programme to major Mediterranean resorts.
Its adverts state “To be blunt, the sharpest holidaymakers cut out the travel agent” and later go on to say that customers can save up to 15% if they book direct. It also compares its price for a seven-night Minorca trip with JMC.
St Andrews Travel managing director Andrew Dickson said he recognised all the major tour operators had direct-sell arms but argued that it was not acceptable to have such blatantly anti-agent adverts.
“They can market their product without bringing agents into it. We certainly do not make 15% on selling our holidays.
“Cosmos has been outperforming the market because travel agents have got behind the product. Don’t start slagging us agents off.
“And if they are comparing their prices with trade brands, then why not choose their own trade brand Cosmos rather than use JMC? That’s just cheeky.”
Another agent said:”It is a joke to claim you can save 15% if you book direct. Maybe that’s true if you compare it to the brochure price, but the high street is currently offering 30% discounts. The adverts are not only offensive to agents, they are totally misleading.”
Cosmos sales and marketing director Paul Riches defended Archers’ marketing tactics, claiming they did not differ from those employed by other tour operators’ direct-sell arms.
“There is also a lot more crossover of properties with other operators like Portland Direct which has clients in the same hotels as Thomson,” he added.
He also pledged that Globus would not mail Cosmos customers urging them to book direct.
n See Letters, page 10