Jet2holidays has announced a radical departure from the traditional ‘hotel catalogue’ style of brochure for 2022.
The tour operator has halved the number of brochure titles it produces and ditched conventional ‘summer sun’ and ‘winter sun’ programmes, dividing its holiday portfolio instead into themes.
The four brochures are: Find Your Destination, Family Holidays, Luxury Holidays and Discover More, which was introduced last year to keep its brand ‘front of mind’. Most operators did not produce brochures during the pandemic.
Head of product Zoe Towers said the new brochures do not stick to the usual format of resort and hotel information – or feature prices, which the operator dropped from its brochures in 2019.
Consumer magazine-style brochures instead feature maps, recommendations, fact boxes, and content designed to inspire bookings and provide more detailed information on the operator’s holidays. These include pages on water parks, family rooms or top ‘must see’ sights on city breaks, for example.
Powers said: “Brochures have been in the same style for years and years. They all have resort information and catalogues of hotels. We want to inspire people, not just show them a hotel.
“Holidays are not just about the hotel. They are about, ‘where am I going to go?’, ‘do I want to go to a city?’, ‘who am I going to go with?’, ‘when am I going to go?’. There are lots of different factors and with this in mind we have decided to shake up our 2022 collection.”
The operator has also reduced the number of titles to ensure it gets racking space at travel agencies, added Powers. “This uses the space we do get better,” she said.
Powers insisted brochures still remained relevant to agents selling holidays today “despite all the changes that have happened in the digital world” and said second edition brochures were likely to come out next June.
In 2019, Jet2holidays’ rival Tui reversed a decision to phase out brochures by 2020 following consumer research.
