MAGIC Travel Group has axed its Italian Escapades programme and merged it with its core Magic of Italy brand.
The move comes two months after the operator replaced City Escapades with a short-break programme brochure, again using the Magic name.
Seven regions featured in Escapades will now feature in the second-edition Magic of Italy programme including Bologna, Milan, Naples and the islands of Capri and Ischia. The number of hotels has risen by 39.
“We have streamlined our product which enables us to offer customers a wider choice of holidays in one brochure,” said chief executive Jackie Kernaghan.
The decision was made not because Escapades was failing but to utilise the strongest brand, she added. “With competition in the market place ever increasing it was logical to develop and integrate the two brands.”
New in the second-edition are two cruises – a Po river cruise and the luxury Wind Star cruise from Rome to Venice and Nice to Rome. Also included for the first time are an Aeolian Islands coach tour and Italy on Request where customers choose from a small selection of hotels and add them into their holiday.
Prices lead in at ú275 per person for a three-night break in Florence including scheduled flights and car hire.
Meanwhile, the operator – which has just been acquired by Thomson – has also launched its main edition Spain and Portugal programme. More than 100 properties have been added with the majority in Andalucia, Coast Blanca and Majorca.
Green Spain, Catalonia and Northern Portugal have been re-introduced.