Pontin’s has promised to work more closely with agents following the launch of its new-look brochure for 2000.
Managing director Stephen Haupt said sales through the trade increased by 9% in 1999, despite tough trading conditions. Agent business now accounts for nearly 30% of the operator’s total sales.
The operator has recruited Rex Graham as trade marketing manager who joins later this month. He previously worked outside the industry.
Haupt said the focus of the business will now be on promoting the product after massive investment over the past five years on accommodation and activities. Haupt admitted he considered rebranding Pontin’s to shrug off the old holiday camp image.
“I would have changed it but research said it had more positives than negatives,” he said.
He added the brochure has adopted a streetwise, tongue-in-cheek image in a bid to modernise the brand.
Early-booking offers include discounts of 20%.
“I don’t really want to offer such heavy discounts but we have to compete. People are looking for deals,” said Haupt.
Prices have risen by 4%.