INCREASED distribution through First Choice’s in-house retailer Travel Choice is expected to fuel growth of the operator’s Sovereign short-break programme.
It is aiming for a sales increase in 2000 of 25% after introducing 26 destinations to its newly launched brochure. However, exact figures were not available.
Sovereign group product manager Anna Prentice said the added distribution through Travel Choice will help achieve the targets.
“The first Travel Choice shops only opened during the summer but we are already seeing sales coming through,” she said. “As more shops open we obviously expect that to increase. The independent sector is also performing well for us, especially the 100 agents in our Ambassador Club. We intend to increase that to around 200 agents in the next 12 months.”
Prentice added that the expanded programme is part of a longer-term plan to become a recognised player in the short-break market.
Sovereign has added 23 cities to the programme along with Disneyland Paris, the Al Andalus Express, which leaves from Seville, and flydrives to Tuscany.
Prentice predicted Monte Carlo, Salzburg and the Scandinavian cities of Oslo and Helsinki will be strong performers among the newcomers.
“Scandinavia has worked hard to rid itself of its slightly dull image and we think they will do well,” she said.
Lille is also expected to be in demand, both from Eurostar customers and through the self-drive market which has continued to grow to northern France.
In Disneyland Paris, four off-site hotels are featured. Offers include a £50 discount per booking on a second city break taken during 2000 with Sovereign.
Prices start from £69 for one night in a Chateaux et Hotels de France property in Brittany travelling on Eurotunnel.