TRAVELSCENE is working with regional agents to boost business from Luton, Leeds/Bradford, Newcastle and Bristol airports.
The short-break specialist, in conjunction with the airports, has launched dedicated brochures for each of the regions, with the aim of doubling sales.
Although direct flights are still fairly limited, sales director John Harding said programmes will open up new destinations, with services via other European cities.
“We believe there is a market in the regions which wants to go to European cities, but are unwilling to travel to London to catch connecting flights,” said Harding. “Many people in the regions may be unaware that they can take flights from their local airport and change on the continent.
“From Newcastle and Leeds/Bradford alone, more than 30 destinations can be reached. Both fly direct to Paris, Amsterdam, Dublin, Brussels and Bruges, but many more can be reached by ongoing flights.”
He predicted many will take this option rather than head for Heathrow.
In Newcastle, Travelscene is working exclusively through Callers Pegasus, while in Bristol the operator is distributing through Bakers Dolphin.
Yorkshire agents are being targeted for the Leeds/Bradford programme and retailers in Cambridgeshire, Bedfordshire, Buckinghamshire, Northamptonshire, Hertfordshire and selected agents in north London will rack the Luton brochure.
“I would expect to double business from these regional airports,” said Harding.
Agents said the initiative would plug a gap in the market.