Airtours-owned Panorama has just launched a stand-alone Moroccan summer brochure for the first time and is planning a series of roadshows and agent educationals to support it.
Sales and marketing director Martin Young said: “We felt we needed to give the destination more of a profile.
“It scored a high level of customer satisfaction in our summer 1999 questionnaires – 82% of those questioned said it was the same or better than expected. It has been selling well to the more adventurous 25-34-year-old age bracket.”
He added: “It appeals to young and middle-aged affluent couples who are wel travelled.”
The new 32-page brochure echoes Panorama’s stand-alone winter sun brochure, with the majority of product based around beach holidays in Agadir but with the addition of twin-centre options.
Clients can combine Agadir’s sun, sea and sand with the more traditional side of the country by adding on a stay in Marrakesh, the walled city of Taroudant or the laid-back fishing port of Essaouira.
The company’s lead-in price for seven nights’ self-catering accommodation in Agadir is £329, including flights and transfers.
To complement the new brochure, Young is planning a series of agent educationals for between 200 and 300 staff from April until the end of the year. He believes they hold the key to increased sales.
“It is crucial for agents to understand and feel confident about selling Morocco. The best way they can arrive at that stage is to visit the country,” said Young. “We put a lot of effort into training agents and then follow up on their bookings to see if it works.”
Upmarket operator Cadogan is keen to promote all-inclusive product in Morocco from its tie-up with Italian all-inclusive operator Valtur.
Cadogan offers Valtur’s properties – one in Marrakesh, one in Agadir – in its dedicated Morocco brochure. The lead-in price is £697 for seven nights in Agadir on an all-inclusive basis, including flights.
Managing director Gary David explained the attraction of all-inclusives: “Many British clients are not sure what to expect of the food. This way, they can leave the resort during the day safe in the knowledge they can return to eat at night.
He added: “And, of course, you pay for everything upfront, so you know how much to budget for.”