COSMOS is set to ditch prices from at least one of its core
brochures next year and claims brochures could disappear completely
in the long term.
The operator is reviewing its 2006 Spain and Portugal and villa
brochures with a view to dropping price panels and turning the
programmes into extensive product “catalogues”.
Initially, inserts may be used before price panels disappear
completely, but a guide price is still likely to feature. Cosmos
has already reduced brochure print runs over the last two years,
introduced e-brochures and destination-focused programmes and
ditched its traditional summer sun brochure.
Managing director Terry Williamson said the need for brochures will
diminish as more product is dynamically packaged.
“I do not believe we’ll need brochures in the long term
and our intention is to move away from prices in brochures. If you
want to find the price, you can look at the website.”
But he admitted the phasing out of prices would depend on how the
technology develops. Cosmos is also hoping to launch its own
dynamic packaging system soon.
Commercial director Stuart Jackson said price panels could
disappear from second-edition 2006 brochures, due out in July.
He added prices and even brochures were becoming less important for
mainland Spain because of increasing sales of no-frills flights and
accommodation-only to the destination.
“Customers want choice – it’s about the volume of
flights and beds. The physical brochure is less important. People
could dismiss operators for offering limited choice,” he
claimed. “We may end up with a catalogue-style brochure for
Spain and Portugal. Inserts would be a stepping stone to removing
prices altogether.”