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(21 October 2004)
CRESTA Holidays has dropped its Paris and Amsterdam brochure for 2005 to cut costs and concentrate on sales through existing brochures and online.
The move comes with news a consultant has been drafted in to review distribution of Cresta and Bridge Travel product as parent MyTravel forges ahead with its merger of the brands. A staff consultation is due to be completed by the end of the month.
It is understood the consultant is looking at overall distribution of the brands, although no changes are currently planned for trade sales.
Cresta sales and marketing director Jane Williams denied the decision to drop the Paris and Amsterdam brochure was related to the merger or overlapping product, although Bridge’s Paris and Amsterdam Travel Service programmes are out this week with significantly increased programmes.
She said the move followed a surge in online sales, with 23% of its Paris bookings by agents now made online.
"We’ve decided we do not need the brochure this year because we’re seeing a high proportion of these two cities being booked online," said Williams.
Neither product will have its capacity reduced for next year but instead both cities will be sold through Cresta’s Cities, Eurostar and Hotels Plus brochures and online.
"It is a cost saving but we’re not cutting capacity. The brochure is a marketing tool which featured hotels we already sell through existing programmes and online.
"We have changed our marketing approach to promoting Paris and Amsterdam," said Williams.
"One of the reasons we feel so comfortable about not doing a Paris and Amsterdam brochure is because they are so easy to book online."
Cresta claims Paris bookings will end the year around 18% up and expects sales to rise by 10% next year.
