Britain’s second biggest tour operator, Airtours Holidays, unveils 15m of free or cut-price children’s holidays with this week’s launch of its summer brochures.
The package, promoted as “Extra Special”, includes new lowest price guarantees and two new brands of holidays, Suncenters and Sunclubs, plus pre-bookable duty-free and airline seats. It brings together existing initiatives, with the result that 20 per cent of accommodation is now branded.
Airtours has also reviewed all its accommodation for standards of service and has scrapped 300 brochure properties. It is adding a commitment to move customers who are unhappy with their holiday. It is also introducing a “Customer’s Choice” tag on holidays recommended by other Airtours holidaymakers and children’s clubs for different age-groups.
The benefits will be part-funded by an increase in holiday selling-price of ten per cent.
Marketing director Richard Carrick says the strategy is inspired by retailers such as Tesco and Asda.
The launch comes two weeks after the company issued a profit-warning predicting profits down 25 per cent, following a year of confused discounting and booking patterns.