THOMAS
Cook is confident its strategy of reduced brochure prices coupled with
strategic discounts will be a match for MyTravel’s third-edition 55% price-cut
message.
Panel
prices in 14 Sunset, JMC Holidays and Thomas Cook Holidays brochures, including
some third editions, have all been reduced. Cuts range from 5% in budget Sunset
brochures to up to 15% in the other two brands.
Other
selected discounts, up to 20% with JMC and Thomas Cook and thousands of £99
holidays with Sunset, will headline a Christmas and New Year campaign in the
high street. The newly priced holidays are on sale from Thursday.
Product
director Simon Robinson said: “It is MyTravel’s prerogative to have its
campaign, but we will concentrate on our own strategy. Post-Christmas we are
being aggressive with targets for brochures and distribution.”
However,
Robinson warned the market was still difficult and would remain so unless the
crucial family sector began booking early again.
“Families
were not there last January, but we are showing if you book on price, there are
deals for booking earlier rather than late,” he added.
Robinson
said in addition to the reduced panel prices and discounting, Thomas Cook will
also be offering thousands of ‘two weeks for the price of one’ holidays with
its own-name brand; two children travel for £1 with JMC; adult savings of up to
£60 per couple through JMC and Thomas Cook; and guaranteed free child places.
There
is also the Dealz newspaper pushing offers to agents and customers.
Other
changes see a shift from using the ‘extra’ band of pricing in brochures to
adopting the ‘standard’ rate. This means around £50 has been chopped from panel
prices in addition to other reductions.
Robinson
denied the move had been forced on Thomas Cook because of Airtours Holidays’ no
brochure discount policy.