RIVAL operators have poured scorn on
Airtours Holidays’ decision to launch a pre-Christmas campaign claiming it is
“not the right time” to persuade customers to book.
TUI UK managing director Chris Mottershead condemned
the launch of a campaign and third-edition summer 2003 brochures so early. He
said: “People are buying Christmas presents. It’s not cost effective.”
He said Airtours’ key message – price cuts of up to
55% on last year’s third editions – was unacceptable. “To make price
comparisons edition to edition is reasonable but to compare with last January
is pushing it.”
First Choice managing director Dermot Blastland said
there was no reason to follow Airtours. He added: “You can book all our
holidays now. We’ll be carrying on with what we have for January.”
But Airtours stressed the aim was to train staff and
boost awareness to build up loyalty.
UK distribution and charter tour operations managing
director Steve Endacott admitted there was a longer-term bid to change consumer
habits.
“I don’t see why we can’t banish the post-Christmas
barrier.”