Trade-only luxury tour operator Lusso has launched its first Europe & North Africa brochure – with no date nor prices to give it a longer shelf-life.
James Weaver, managing director, said: “Rather than pages of hotel information, the new brochure includes a single hotel directory for each country featured, listing all our hotel partners at the time of going to press.
“But as this may change during the lifetime of the brochure, the directories also include a QR code taking agents and their clients to our website, where they’ll always be able to find our most up-to-date hotel listings.
“Brochures are still a key sales tool used by many of our agents; however, it is important to us that they are more sustainably produced.
“We’ve chosen neither to date the brochure nor to price hotels or itineraries, thus giving the brochure a far longer shelf life and greatly reducing any chance of wastage.”
The brochure is printed using vegetable-based inks on paper that has come from forests certified with the Forest Stewardship Council and other controlled sources. Lusso has also paid to carbon balance the paper through the World Land Trust.
The Europe programme was launched in 2021 in response to requests from agents.
Helen Brown, senior product manager for Europe & North Africa, said: “The new brochure is a departure from our traditional style. It’s not a catalogue of hotels – you can find them on our website – but rather a flavour of what the region has to offer, filled with destination guides, don’t-miss experiences and suggested itineraries.
“In the last 15 months alone, eight of our team have been to 12 different European destinations – appraising the hotels, talking to the locals and seeking out those one-of-a-kind experiences that make travelling with Lusso so special.
“We wanted the brochure to reflect our depth of knowledge and the staggering diversity of travel opportunities that Europe and North Africa have to offer.”