COSMOS is attempting to increase its appeal to the younger market by launching a brochure classified by holiday types rather than by destination, as exclusively revealed by Travel Weekly, August 23.
Research conducted by the operator revealed that 50% of customers know the type of holiday they want but have no destination in mind.
Following the study, its Winter Sun Lifestyle 2000/2001 brochure has been segmented into three categories – active, relaxing, and holidays offering a combination of the two. Each property also has an information chart outlining its key attractions. Product director Danny Talbot said:”It has more of a magazine style which we believe people are comfortable with and as far as we know it’s the first brochure to take this approach.
“We are aiming to appeal to a wider, younger audience as well as retaining the loyal Cosmos customers. For those who know where they want to go, there is a hotel index at the back.”
He added it will help differentiate its product from rivals.
Talbot said the lifestyle approach was suitable in winter where customers know what they want to do, but admitted it was unlikely be rolled out for summer brochures. “In summer we feel more people just want a standard two-week holiday,” he said.
A series of agent initiatives including training and competitions are being launched to coincide with the brochure. In the programme, Goa and Egypt have been dropped and will only feature in the operator’s Tropical Shores brochure.
Talbot said they were aiming to increase winter market share from 4% to 5%. Prices are up around 1% to 2%. Early booking offers include no flight supplements and savings of £300 per couple.