AIRTOURS is shifting its priority away from family all-inclusive resorts in short-haul destinations and placing more emphasis on adult-only properties or resorts that cater to older, teenage children.
By 2001, the operator plans to have created a distinct all-inclusive brand that is ideally suited to adults and late teens who no longer want to be lumped in with children.
Airtours sales, marketing and development director Ed Sims said:”We are moving towards greater differentiation in all areas.
“Now that we have successfully created all-inclusives that cater for families, we are looking to do the same thing for adults.
“Our research tells us that one out of every three families choosing a short-haul all-inclusive include an older teenager and they want very different things to small children,” added Sims.
Airtours’ future plans for adult-orientated all-inclusives include theme weeks and more activities such as sailing and other water sports.
“We are looking at what our popular couples-only all-inclusive resorts in the Caribbean offer and what most appeals to this market,” said Sims.
Sims admitted that finding the right locations for this kind of all-inclusive resort isn’t always easy due to building restrictions and the availability of space.
“Plenty of activities and a lively nightlife are the main appeal for adults and older children and it’s becoming more difficult to find hotels that have the space to add more facilities,” said Sims.
Still targeting the family, JMC Holidays has launched a new FamilyWorld product for summer 2000, which features three all-inclusives; the Club Aguamar in Majorca, the Club Hotel Akti and Kalimera Kos in Kos and the Hotel and Apartments Blue Bay in Rhodes.
All three resorts have been chosen because they offer rooms and facilities suitable for children, as well as activities and entertainment for the whole family, including JMC’s KidsWorld package.
Adults are also a target for JMC however. New for the summer 2000 brochure, is a ‘Meat Free’ option, available initially at three hotels in Cyprus, Kos and Lesbos.
JMC Holidays product manager Trudi Pearce said:”Meat Free doesn’t mean vegan and won’t satisfy all vegetarians, but should be seen as an enhancement to our ‘Adult Appeal’ category.”