SPECIALIST operator Somak Holidays is launching a series of low-cost programmes as part of a more targeted marketing approach.
The move will be followed next year with the launch of stand-alone luxury holiday brochures to run alongside its main programme.
Somak’s first low-cost venture is to Kenya. It includes all budget and mid-range hotels and tours from its main programme.
The operator has added two new beach hotels.
Managing director Stuart Britton said:”Until now, many travel agents have been under the impression that Somak only offers higher-priced holidays to Kenya.
“This is not the case and Go Kenya will make it easier for travel agents to sell our low-cost holidays.”
Research has revealed that customers also know the type and cost of the holiday they want, added Britton.
“They do not want to wade through one huge brochure and would prefer to have something tailored to their needs,” he said.
Prices lead in at £499 for a14-night beach holiday and £699 for a five-night safari.