Travel 2 is to enter the short-haul luxury market for the first time.
The trade-only operator has recruited an expert in the sector, Ricky Wason (pictured), formerly of Tui Travel, as general manager of short-haul product and purchasing to run its Simply Travel short-haul programme.
The range of mainly beach breaks – packages of four and five-star hotels with no-frills, charter and scheduled flights – is due to launch at the end of April or early May.
It will compete with luxury short‑haul specialist operators such as Classic Collection Holidays and Sovereign.
Travel 2 is setting up a dedicated five-strong sales team in its Glasgow call centre to take bookings.
The programme will feature destinations in Europe and Africa, including the Canary Islands, Balearics, Algarve, Funchal, Nice, Cannes, Monte Carlo, Malta, Sorrento, Dubrovnik, Crete, Marrakech and Sharm el-Sheikh, with flights by carriers such as easyJet, Monarch and British Airways from key regional airports.
Managing director Andy Freeth said the programme was based on demand from agents and was a natural follow-up to Travel 2’s Simply Luxury long-haul programme, launched two years ago and aimed at the “fly cheap, stay chic” consumer. “Agents have almost demanded we offer the same brand in short-haul,” he said.
Wason, formerly purchasing general manager for Tui Travel’s specialist businesses, said there was a gap in the market for five-star short-haul product from a trade-only supplier. At least 85% of the new programme in Europe and Africa will be five-star.
“Agents want more luxury options,” said Wason.