Imperative 2: Distribution & Brands
Summary
- Highly trusted brands that provide value and quality
- Broadening customer choice
- Building our customer relationships
Our highly trusted brands provide excellent value for money and drive customer loyalty and repeat bookings. We have market-leading brands in the Mainstream Sector including TUI, Thomson, First Choice, Jetairfly, Fritidsresor, Holland International, Arke, Nouvelles Frontières and Marmara. In the Specialist Sectors we have well-known niche brands that have market-leading positions including Hayes & Jarvis, Sovereign, Citalia, The Moorings, Crystal Ski, LateRooms.com and Hotelbeds.com
Our aim is to provide customers with a wide choice of holiday options that meet their preferences, and a convenient range of booking options. By securing direct access to customers, we can manage and deliver the whole holiday experience from booking with an agent in our travel shops, online or via one of our call centres, to in-resort and after-sales service, whilst driving customer satisfaction and ultimately customer loyalty.
In each source market the distribution of products is tailored to reflect different customer preferences and market dynamics. Each source market has its own distribution strategy, which aims to reduce costs by building controlled distribution through the efficient operation of retail shops, the use of the internet as a research and booking tool and by the utilisation of call centres.
In the Mainstream businesses our leading brands drive bookings through controlled distribution capability which is made up of three main channels; a retail network of circa 3,500 shops, an online booking capability for all major brands and call centres. In the UK for instance, where there is a high propensity to purchase online, we have invested heavily in web capability. In addition, to increase control of late and online sales, we have launched a latedeals.co.uk website and continue to maximise the efficiency of our channels by utilising the down time in shops to enable staff to work as a virtual call centre. In France there is a higher propensity to purchase through more traditional travel agents and we are expanding our retail network both through owned and franchise agencies. We have also increased controlled distribution for the Marmara brand by building its internet offering and selling it through our network of Nouvelles Frontières shops and Havas Voyages retail stores.
