| Journal: TWUK | Section: |
| Title: | Issue Date: 01/05/00 |
| Author: | Page Number: 8 |
| Copyright: Other |
Comment
New brochures hold no great surprises
New brochures hold no great surprises
Despite the best intentions of the major operators, the launch of summer 2001 programmes has been a pretty dull affair.This is partly down to the timing of the releases.
Of course, you can hardly blame companies for launching so early if there is a market that is prepared to buy next year’s summer holiday before they’ve even been on this one.
But you can almost hear the groans coming from travel agents who’ve now got yet another season to sell when there are plenty of late holidays left and summer 2000 has hardly been selling a storm.
A few years ago, there used to be quite a build-up to the launch of the summer programmes. Much of the current year had been sold and there was anticipation about what the new brochures would hold.
Then we had some fun when all the majors tried to catch each other out by launching early.
Also, there’s nothing particularly new or inspiring in this year’s brochures. Perhaps that’s because most things have been tried and the traditional British family really just wants a hassle-free holiday in the sun.
Without any great product differentiation, it looks like the battle for market share will continue to be on price.
What do you think of the summer 2001 launch? E-mail me at jeremy.skidmore@rbi.co.uk or fax on 020-8652 3956.
Jeremy Skidmore – editor