AIRTOURS is aiming to capture a larger
share of the Greek budget-holiday market next summer by launching a dedicated
brochure under its Holidays For Less brand.
Greece
For Less – to be launched this week – is the first in a series of Holidays For
Less sub-brand brochures.
Countries
under consideration for summer 2003 brochures include Turkey, Malta, Cyprus,
Florida and parts of Spain, according to Airtours product and marketing
director Eamonn Ferrin.
“Holidays
For Less does well in the budget market across the destinations it covers, but
we think there is room to compete on a more head-on basis with specialist Greek
operators like Priceright, Golden Sun, Olympic and Kosmar,” he said.
Greece
for Less features 64 properties, 22 of which are in Airtours’ third-edition
Holidays For Less brochure. However, Ferrin believes Greece regulars will
welcome the chance to fly from the 14 UK regional airports used by Airtours. Greece For Less prices start at £210 for
seven nights.
However,
Golden Sun head of sales and marketing Tony Blakey predicted Airtours would
struggle to offer the range, capacity and prices in Greece that specialists
have negotiated. “This isn’t a worry,” he said. “I’m actually flattered that
Airtours are having a go at competing with us.” Libra Holidays sales and
marketing director Paul Riches added: “The danger is that if there’s
over-capacity in Greece, everyone else’s prices and margins will suffer. It
will be interesting to see how this brochure fits in with [Airtours-owned]
Manos.”