First Choice ditches 'youth appeal' policy

First Choice ditches 'youth appeal' policy

FIRST Choice has dropped adventure activities from its new Lakes and Mountains programme after failing to attract its intended young market.

The operator attempted to reduce the age profile of its Lakes and Mountains customer by introducing white-water rafting, mountain biking and tennis. But director Adrian Harwood described the results of the plan as 'stunning in their mediocrity'.

"The lakes and mountains market is very conservative so for 2000 we have gone back to basics," he said. "We have put more emphasis on product such as walking and sightseeing."

The seven all-inclusive Club Hotels - which were also aimed at the younger market - have also been dropped and replaced with bed and breakfast and half-board options.

Switzerland has been reintroduced after a four-year absence with six resorts featured. Harwood said the favourable exchange rates prompted the move.

Prices lead in at £399 for a week's half board.

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