SUPERBREAK Mini-Holidays has moved into the European market with hotels in Paris, Amsterdam and Brussels – but the properties will only be included in brochures distributed to independent agents.
Joint managing director Nick Cust said the introduction of Europe’s most popular cities – tucked away on the inside back pages – has been deliberately low key, so that agents can concentrate on selling its core UK breaks.
“Our sales team have been visiting agents with the new brochure and not even mentioning the European cities,” he said.
“We have left it for people to almost stumble across. We do not want agents to think we are way moving away from our core product.”
Ten Paris properties are featured in the Across the Water section, with one each in Amsterdam and Brussels, although more are available on request. Guernsey, Belfast, Ulster, Jersey and an increased range in Dublin are also featured.
Cust said multiples were not offered the European hotels, as they already have a range of in-house European short break products.
“This is a real toe in the water approach for us,” added Cust. “We have always featured a hotel in Calais, but felt we should include Paris, Amsterdam and Brussels, as they are Europe’s top destinations.”
Superbreak has launched an in-bound tour operation from Cork in Ireland.The programme details 150 hotels, mostly in London.
“We are sharing an office with Keycamp, which is now part of the group, and it already has an office in Cork,” said Cust.