‘Beginning of the end for brochures’

COSMOS is set to ditch prices from at least one of its core brochures next year and claims brochures could disappear completely in the long term.

The operator is reviewing its 2006 Spain and Portugal and villa brochures with a view to dropping price panels and turning the programmes into extensive product “catalogues”.

Initially, inserts may be used before price panels disappear completely, but a guide price is still likely to feature. Cosmos has already reduced brochure print runs over the last two years, introduced e-brochures and destination-focused programmes and ditched its traditional summer sun brochure.

Managing director Terry Williamson said the need for brochures will diminish as more product is dynamically packaged.

“I do not believe we’ll need brochures in the long term and our intention is to move away from prices in brochures. If you want to find the price, you can look at the website.”

But he admitted the phasing out of prices would depend on how the technology develops. Cosmos is also hoping to launch its own dynamic packaging system soon.

Commercial director Stuart Jackson said price panels could disappear from second-edition 2006 brochures, due out in July.

He added prices and even brochures were becoming less important for mainland Spain because of increasing sales of no-frills flights and accommodation-only to the destination.

“Customers want choice – it’s about the volume of flights and beds. The physical brochure is less important. People could dismiss operators for offering limited choice,” he claimed. “We may end up with a catalogue-style brochure for Spain and Portugal. Inserts would be a stepping stone to removing prices altogether.”