First choice chief executive Peter Long has attacked rival operators for their summer 2000 campaigns, claiming they undermined the industry by offering huge discounts.
Speaking at the issue of its trading statement, Long said: “Some (operators) were offering 30% on peak season which sends out all the wrong messages to the consumer. It is something consumers will come to expect. We had a headline 30% but on limited product.
“Shoulder-season promotions are reasonable but not peak season.”
Long’s criticisms came as First Choice reported a 2% increase in summer sales over last year.
The Crawley-based operator said it had adopted a controlled approach to capacity and focused on maintaining margins ahead of market share.
Long predicted a strong summer season with less capacity in the market and buoyant market conditions.
The operator’s winter 1999/2000 bookings are in line with last year despite poor sales over the millennium period.
However, Long said it had lost ‘nothing like’ the £15m revealed by Airtours and the £12m by Thomson over the new year period.
Shares in the operator rose 9p to 134.5p following the trading statement, increasing the total value of the company by 7%.
Meanwhile, Long said its e-commerce strategy will be unveiled shortly but declined to give details.
The operator is expected to limit the opening of any new high-street shops, in line with rivals’ policies.