Long haul operator trims brochure production
Sunday, 12 Oct, 2009
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Long haul specialist Bales Worldwide is cutting the range of brochures published from six to one.
The operator estimates it will save 35 tonnes of paper by producing a single printed brochure for 2010/11, called the ‘Inspirational Journey Guide’.
This covers all of the operator’s 36 destinations and replaces the six regional brochures produced in previous years.
The switch follows research conducted with clients and agents which showed an overwhelming preference to use the internet to research travel and access detailed itinerary information.
The changing customer profile also means that Bales’ sales are now dominated by tailor-made travel bookings, making up 70% of business.
The new brochure covers ideas and suggested itineraries for the 36 worldwide destinations – sub-divided into Egypt, Arabia and Morocco, Africa, India and the Subcontinent, Canada and Alaska and the Orient – as well as introducing the operator’s 47 Classic and Select Online Journey Guides which give extensive details on the intricacies of each trip at www.balesworldwide.com/journeyguides.
The majority of prices for the 2010 programme have remained static or have decreased by an average of 3%.
Sales and marketing director Iain Fenton said: “We wanted to take this brave step to demonstrate how we can deliver the highest quality information online for our clients without being weighed down by endless brochures whose price and products soon become out of date.”
He added: “We expect some clients will still wish to take advantage of our service to order printed journey itineraries by phone or email, however we really hope the trade helps us to embrace this change. With an estimated 180 million brochures produced each year in the UK we want to do our bit to cut this down.”
The lead in price for the ‘Inspirational Journeys Guide’ brochure is just £545 per person for a new five-day short break in Cairo itinerary including return flights, transfers and four nights accommodation at the city’s first boutique hotel.
by Phil Davies
Phil Davies
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