CLUB Travel 2000 has dropped the word ‘millennium’ from all of its marketing material because it deters customers from booking a holiday.
The move follows the launch of a new sales campaign aimed at kick-starting sluggish sales over Christmas and the New Year to Tenerife, Gran Canaria and Marbella.
Sales and marketing director Ian Scott said the word millennium carries negative connotations for customers. “Some remain concerned about the millennium bug and air travel while others equate the millennium with a lack of availability and high prices,” he said.
Instead, the Tenerife specialist has reverted to using its traditional Christmas and New Year wording.
“We are confident that with this change of marketing emphasis and price reduction, we can overcome customer concerns,” added Scott.
Special deals in the latest sales drive include reductions of £200 per person on a two-week self-catering holiday to the Los Cristianos apartments in Tenerife over Christmas and New Year. It now costs £649.
Club Travel 2000 is the latest operator to reduce millennium prices due to poor demand across the industry.