News

FIRST Choice is planning to use the strength of its brand to boost direct business via its website, www.firstchoice.co.uk, by the end of the year.

In a report to City analysts, UK and Ireland managing director Dermot Blastland said the operator would have all of its inventory on-line by December ready for the New Year peak booking period. “The First Choice name scores highly with consumers. It’s a recognised brand and that is important for the web presence,” he said.

Part of the plans will see bedstock from the tour operator’s European trade-only website www.hotel-beds.com available to consumers for the first time as First Choice looks to grab a larger slice of the independent market.

Currently, www.firstchoice.co.uk only offers flight-only and lates product. Ancillary products such as insurance and airport parking under the First For Extras brand will also be included, along with tickets for attractions such as Busch Gardens and Disney. Blastland said the operator hoped to double Suncars sales within a year via the website.

First Choice Holidays MD Neil Morris claimed the Internet move was driven by consumer demand. “We ignored the clamour [for the Internet] at the start. Now we are focusing on the customer,” he said.

Another initiative includes significant investment in customer relationship management systems to increase cross-selling between the First Choice brands.

Meanwhile, the operator said trading for the summer had been as expected and the outcome for the year was in line with predictions. Preliminary results will be out on December 11. “We cut capacity and got it right,” added Morris. “I am glad to say I wouldn’t undo any decision we made.”