Major First Choice shake-up unveiled
Wednesday, 08 Apr, 2011
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First Choice will sell only all-inclusive holidays next year.
The operator says the move follows a steady rise in demand for all-inclusives from cash-conscious Brits and all-inclusives are now “the holiday of choice for many British consumers”.
The TUI UK-owned group plans to become the country’s only mainstream wholly all-inclusive operator, which it hopes will differentiate it from competitors.
Holiday prices will include flights, in-resort transfers, hotel accommodation, three meals a day and unlimited local drinks. The changeover will happen next summer.
First Choice says that, in five years, the all-inclusive holiday market has grown by 32% and is expected to account for 65% of all First Choice sales this year.
Managing director of TUI UK & Ireland Johan Lundgren said: “This is a major milestone for the UK travel industry and an exciting and timely transformation for the First Choice brand. All inclusive is becoming the holiday of choice for many British consumers, offering them great value for money, yet there is no mainstream holiday company currently offering a completely all-inclusive portfolio.
“We believe that this move will play a vital role in differentiating First Choice from Thomson and our competitors. With strong, distinctive brands and clearly differentiated product we will move further away from customers choosing tour operators based on cost alone, which is unsustainable.
“First Choice will become the home of all-inclusive, offering the best of both worlds – a unique feeling of indulgence combined with practical control over their holiday spending – whatever your budget. Well-earned breaks will be even more enjoyable because people can leave their wallets at home and relax: they won’t have to worry about spending money when they’re abroad. We know that nearly two-thirds say they would relax more on an all-inclusive holiday.”
by Dinah Hatch
Dinah
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