Sun isn’t shining on holicay firms

Further to your article “Flagging fortunes of tour operators” (MW September 15), I would like to add that there are some specialist tour operators such as Argo Holidays (Greece and Cyprus) that provide quality holidays, at realistic prices, which meet the requirements of discerning holidaymakers.

Argo Holidays does not sell – in volume terms – the number of holidays sold by Thomson, Airtours or First Choice. However, it recognises the need to react to market research, as well as comments made by agencies and their clients. Their programmes reflect growth markets: short breaks and special interest holidays such as golf, diving, walking, bird watching and polo. Managing director Mathilde Robert was the pioneer of weddings in Cyprus. This year couples will be offered a traditional church wedding, inclusive of Anglican chaplain in a 16th Century church.

There is plenty of scope for tour operators to grow their businesses and meet the needs of tomorrow’s holidaymakers, without having to resort to cheap and tacky marketing incentives such as give-away holidays inclusive of “free ice cream”… which will almost certainly result in flagging fortunes.

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