News

THOMAS Cook is confident its strategy of reduced brochure prices coupled with strategic discounts will be a match for MyTravel’s third-edition 55% price-cut message.

Panel prices in 14 Sunset, JMC Holidays and Thomas Cook Holidays brochures, including some third editions, have all been reduced. Cuts range from 5% in budget Sunset brochures to up to 15% in the other two brands.

Other selected discounts, up to 20% with JMC and Thomas Cook and thousands of £99 holidays with Sunset, will headline a Christmas and New Year campaign in the high street. The newly priced holidays are on sale from Thursday.

Product director Simon Robinson said: “It is MyTravel’s prerogative to have its campaign, but we will concentrate on our own strategy. Post-Christmas we are being aggressive with targets for brochures and distribution.”

However, Robinson warned the market was still difficult and would remain so unless the crucial family sector began booking early again.

“Families were not there last January, but we are showing if you book on price, there are deals for booking earlier rather than late,” he added.

Robinson said in addition to the reduced panel prices and discounting, Thomas Cook will also be offering thousands of ‘two weeks for the price of one’ holidays with its own-name brand; two children travel for £1 with JMC; adult savings of up to £60 per couple through JMC and Thomas Cook; and guaranteed free child places.

There is also the Dealz newspaper pushing offers to agents and customers.

Other changes see a shift from using the ‘extra’ band of pricing in brochures to adopting the ‘standard’ rate. This means around £50 has been chopped from panel prices in addition to other reductions.

Robinson denied the move had been forced on Thomas Cook because of Airtours Holidays’ no brochure discount policy.