A move into upmarket holidays has helped Holidays4u to buck the trend of decreasing numbers of visitors to Turkey.

Aspire caught up with sales and marketing director Joe Lavers at a Titpo roadshow this week and he revealed their new brochure Inspired Turkey, which launched late last year, has given them access to a whole new customer base.

He added: “Turkey is 18% down overall but for us it is four or five per cent up.

“We decided to dip our toe in holidays for more upmarket clients with Inspired Turkey and so far it has been a success and given us customers we didn’t have before.”

Holidays4u has typically specialised in mainstream Turkey breaks with one or two four and five star properties dotted around the main brochure.

“But they were getting lost in there so this new brand and brochure has highlighted the offering to agents and many of them have been very supportive,” Lavers said.

He added: “Its early days and we are very much testing it out so we expect the offering to evolve and change.

“The Tipto roadshows have been a brilliant way to get the awareness of the new product out to a lot of quality agents and their reaction has been very positive.”