Cosmos shifts brochure focus to shake-off ‘families-only’ tag

Cosmos shifts brochure focus to shake-off ‘families-only’ tag

COSMOS has launched a dedicated Greece and Turkey brochure as it looks to expand its couples and group business.

The move also follows fears that the operator was losing sales in the eastern Mediterranean as most retailers have dedicated racking for Greece and Turkey brochures.

Product director Danny Talbot said Cosmos is looking to increase market share in the region from its current 1.8% to 4%. “We had a dedicated brochure in 1995 but with the trend to the western Mediterranean we dropped it,” he said.

“We now want to become a major player in this region. Many travel agents also have dedicated sections in their shops especially for Greece and Turkey brochures. We felt we were missing out on sales for that reason.”

The product – 60% Greece and 40% Turkey – is largely three star, self-catering or bed and breakfast. Prices lead in at £299 for seven nights at the Apartments Angela in Corfu based on four sharing.

Talbot said it was important for Cosmos to shed its image of catering only for the family market. “This product will be targeted at couples and groups while products in Summer Sun will still cater for families,” he said.

“Half the problems in the resorts are from people who have been sold the wrong product. Our programmes will be targeted at different audiences.”

In its second edition of the Summer Sun brochure, 50 more properties have been added with prices increased by about 3% on the first edition. The number of Mega Clubs, with children’s facilities, have been increased to five. Cosmos has also launched its new US and Canada touring holidays brochure, with emphasis on tour extensions and rail journeys.

General manager Graham Mumford said it was trying to develop more adventurous tours. “We have changed the pace of some tours by introducing new rail and cruise options,” he said.

Prices start at £699 for the 10-day tour of Eastern Canada and Niagara Falls.


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