The Page & Moy tour operator brand will be phased out next year and cease to exist from 2013.
Page & Moy Travel Group will remain as a group name, but the Page & Moy brand will no longer appear on brochures. The company will focus on the Travelsphere and Just You brands instead.
The company said the decision formed part of a four-year strategy to make Page & Moy Travel Group profitable. Chief Executive Ian Smith said: “We believe it is important for our business to focus single-mindedly on one brand for the escorted sector and one brand for the escorted single traveller.”
Sales through Travelsphere were three times greater than through Page & Moy, said Smith, adding that the latter brand had been in decline for six years. He said the operator’s future growth lay in long-haul markets.
“The Page & Moy brand has been around for 50 years, but unfortunately it doesn’t translate into bookings," he said. "The brand is apparently strong except when it comes to bookings.”
Page & Moy holidays will run as normal in 2012, operating training and marketing campaigns as usual. Capacity and tours will be added to the Travelsphere programme when Page & Moy ceases.
Smith said: “It is possible to integrate the vast majority of Page & Moy product into Travelsphere.” He said the company had undertaken a lot of research before making the decision.
The final brochure will be published next month as a ‘Holiday Collection’ brochure bringing all Page & Moy tours together in a single publication.
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