Shearings Holidays is producing a collection of holidays recommended by its own customers and staff for the first time as part of its turn-of-year campaign.
The tour operator will also be on TV with a re-run of the advert it ran last year and believes holidaymakers could turn to well known, trusted brands if uncertainty prevails as a result of Brexit.
The 20-page Expert Collection featuring 30 tours will go out to travel agents and customers with a print run of more than 80,000 with the idea that holidaymakers like to have peer-to-peer recommendations and tips.
Agents can overbrand and rack the brochure, which comes out on December 27, or print out PDFs from the collection for clients.
Managing director Jane Atkins said: “The whole campaign is based on ‘range and reach’ – the range of holidays we offer and the fact we have hotels in Harrogate and near the Statue of Liberty. It’s about trying to entice people with this range and reach. We are encouraging customers to book with based on peer to peer recommendations.”
The feedback is based on questionnaires emailed to 20,000 customers who have taken more than ten holidays in the last three years as well as some clients of its new worldwide programme.
The brochure features quotes from customers as well as from Shearings staff such as product manager on worldwide and European holidays they recommend.
The ‘This is Shearings’ TV ad is being repeated from January 7 based on the positive feedback gained last year, she added.
“It was really well received. We debated whether to have a new ad but we believe this has another year in it,” she said.
The ad has a call to action to local travel agents and Shearings.
Early booking offers for turn of year include savings of up to £100 per couple, and there will be weekly emails to the trade with offers and tactical promotions.
Atkins is confident Brits will still book despite Brexit looming. “I think people will be looking for trusted brands and recommendations. It’s an uncertain world but they will not stop going on holiday.”