BRITISH Airways Holidays has reduced or frozen prices in its 2000 Worldwide brochure as it looks to woo charter customers on to its scheduled-based operation.
The move is part of a crusade to alter the perception that BAH is an expensive product.
The long-haul company claimed its prices to major destinations are now only fractionally more expensive than its charter rivals.
Head of Worldwide Stephen Rhodes said: "We have dropped prices to Barbados by 5% and to Bali by 9%.
"You can now buy a week in the Caribbean for the same price as charters at most times of the year. We are looking for growth and are more competitive than we have ever been."
He denied the operator was sacrificing quality in its drive for increase volume.
"With the British Airways name behind us we cannot let quality slip," said Rhodes.
The Crawley-based operator is looking for 11% growth in 2000 which will take carryings to approximately 120,000.
As well as targeting the charter market, Rhodes said more families are upgrading from the Mediterranean to the Caribbean, where it is looking for 16% growth.
Prompted by the trend, BAH has contracted the 50-room Southern Escape hotel in Barbados on an exclusive three-year deal. The three-star property offers self-catering studios, apartments and hotel rooms.
"Having the hotel on an exclusive basis gives us more control of the product," said Rhodes.
"It is the way the industry is heading and will be the first of many for us."
Prices at the Southern Escape lead in at £499 for seven nights.
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