CRYSTAL Holidays has renamed its Cities programme and doubled its UKdestinations to four in a response to changing holiday patterns.
The operator is also focusing on accommodation-only offers in light of the increasing popularity of low-cost airlines.
Launching Crystal’s 2000 Cities and short-breaks programme, product director Alan Betty said customers are now looking for more than a city destination. “We added the short-break strapline for that reason,” he said.
“We are seeing a changing trend in the market in that more and more people want to go somewhere other than a capital city. They want to go to places where they can unwind, not just to look around museums or go shopping.”
New to the programme are Malaga, Bordeaux, Casablanca and Belfast.
Crystal has also added the Lake District and Stratford-upon-Avon to its existing UK destinations of Edinburgh and London.
Betty said many customers are keen to get away but have no preconceived ideas of where they want to go.
“We want to see whether there is a market for these destinations in the brochure,” he said.
The Kingston upon Thames-based operator is also building up its accommodation-only product after a steady rise in the number of customers booking their own flight on low-cost carriers.
“Between 20% and 25% of bookings are accommodation only. Two years ago it was less then 10%,” said Betty.
“Of course, we would prefer to sell the air-inclusive package but we have to recognise that low-cost airlines are here for the long term. Customers are gaining confidence about arranging their own flights. But we do tell them that they have very little comeback if there are problems with the flight.”
Betty said the operator is targeting growth of 20% for 2000 which will take carryings to 27,000. Prices lead in at £99 per person for two nights in Lille travelling by Eurostar.