First Choice summer holiday sales plunge

Tour operator First Choice is the only one of the top three holiday firms to see sales fall in April, according to figures obtained exclusively by Marketing Week.

The figures on First Choice, Thomson and Airtours’ performance have been compiled by Stats MR, the holiday industry market research analyst. Stats MR refuses to confirm or comment on the data.

First Choice’s sales of holidays for this summer are down 17 per cent in April, compared with a rise of 13 per cent in the same month for both Thomson and Airtours.

The company’s performance is 28 points down on the total market, where holiday sales for the summer were up 11 per cent in April.

The cumulative total for summer 1996 holiday sales to the end of April saw both First Choice and Thomson sales down 17 per cent, while Airtours was down 24 per cent.

The total market is down 12 per cent. This is in line with the tour operators’ target of taking 11 per cent capacity out of the mar-ket this year to prevent the dis-counting which rocked the industry last year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here