London calling for Superbreak

SHORT-BREAK specialist Superbreak has won its bid to be the first hotel booking engine on Visit London’s website as the tourism promotion body launches a £4 million advertising campaign.

The operator now predicts a hike of 4%-5% in its London passenger numbers, which currently stand at 250,000 a year, and an increase in sales worth more than £1 million.

Superbreak, which expanded its London portfolio by acquiring London Travel Service from Bridge Travel earlier this year, is offering its “best price guarantee” on two to five-star properties on the site – www.visitlondon.com.

To win the bid it had to meet Visit London’s criteria, including quality-assured hotels, the buying power to offer the best prices, on-line bookability and a call-centre facility. The deal is not exclusive.

Superbreak sales director Ian Mounser said the partnership did not mean it was bypassing agents. “We are putting exactly the same product offers out to the trade so they can run on the back of the campaign.”