A tour operator has proved the low cost airline pricing model can be successfully applied to the more traditional holiday sector.
Hayes and Jarvis managing director Clare Tobin said since the introduction of its Unmistakable Value strategy, agency sales are up by 21% as discounts of up to 65% on high season packages become available.
The discounting is thanks to the operator’s use of the low-cost pricing model with the best prices offered in advance in a bid to draw early bookings.
In January alone it was credited with increasing both general sales and passenger volumes on single centre breaks by a third.
She added: “The pricing is highlighted as to where to get the value and it is easy for agents to sell as they can show they’re actually giving the customer something different.”