INDUSTRY observers
have reacted with surprise at Airtours’ plans to rebrand all its shops as
MyTravel at a time of major job losses and cost cutting.
Airtours UKLG is
to trial the name at two Going Places stores in Bolton and Rochdale before
Christmas and at two new shops in Teesside and Norwich in the new year in a
move which would spell the end of the Going Places, Travelworld and
Holidayworld brands.
The multiple hopes
to roll out MyTravel Megastores in out-of-town regional shopping centres and
city centres, MyTravel in major towns and cities, and MyTravel Local in smaller towns and suburbs.
Many observers
were surprised by the multiple’s decision to ditch the Going Places name. One
observer said: “People feel safer with the Going Places name than they do with
a brand they have never heard of.”
The City accused
the multiple of using the rebrand as a way of “wallpapering over the cracks”.
Analysts said
there were more important issues Airtours needed to address, such as its
strategic direction, management and debts.
Leisure analyst
Andrew Monk said: “I think Airtours has lost its way. In the mass market there
is no such thing as brand loyalty – people just go for the cheapest. This will
not improve its profitability.”
Airtours UKLG
retail managing director Dave Harris, brought in to mastermind the rebrand,
admitted: “We see it as a positive but some people will be devastated that the
Going Places culture may disappear.”
But he added: “I
think Going Places is a very well-known high-street brand but I would have
thought Travelworld brand recognition is almost zip. You need one brand.”
If the pilot is
successful, the new name could be rolled out across the group’s 730 stores as
early as April next year.
The bookable
consumer website MyTravel is due to go live before Christmas but terminals will
also be put in some shops to allow customers to browse or book on-line.
Harris said the
idea of introducing one brand was key to addressing all parts of the market, in
particular the ageing, retired population which did not relate as well to the
Going Places brand.
“We identified a
few holes in our current retail offering, such as the retirees. What we have
tried to do with the MyTravel stores is make sure they can cater for all
segments of the market.”
Harris said
Airtours would consider advertising on television to establish the orange and
blue brand nationally.
There are likely
to be about 40 MyTravel Megastores with terminals giving access to the brand’s
website, crèches, books, two brochure racking areas and maps, with some outlets
opening later than the usual hours of 9am to 5pm.
MyTravel stores
are also likely to have welcome desks to help customers as they come in and
offer the chance for holidaymakers to make appointments to see sales
consultants.
Meanwhile, two
design companies are currently working on a new uniform in consultation with
staff.
Airtours first announced a MyTravel e-commerce project in May 2000 after
buying the US distribution business Travel Services International, which had a
website called MyTravel.