JETSET has doubled capacity for its UKshort-breaks brochure to 30,000 for 1999 despite tough market conditions for its debut programme.
Head of marketing Roddie MacPhee declined to reveal booking figures for Freedom Breaks programme but said last year’s programme had been hampered by bad weather and the strength of the pound.
“It was not the ideal year to launch our first UK programme but all things considered the results were pleasing,” he said. “The first two months of this year have also been very encouraging.”
He said the programme will target the “cash rich, time poor” market – people with money but no time to spend it.
“Those who have taken a long-haul holiday usually look to get away for a few days later in the year which is where the domestic short-break market can benefit,” said MacPhee.
“More and more people are taking these sort of breaks and we expect demand to grow during 1999.” The new programme has placed greater emphasis on cities with more accommodation in London, Dublin and Edinburgh. In London, a wider range of budget hotels has been included with prices starting from ú24 per person per night.