JTG u-turn as Viva brochures return

JTG u-turn as Viva brochures return
By admin

Jetset Travelworld Group has reversed a decision to scrap Viva! Holidays brochures in a u-turn it said was inspired by travel agents.

The company has released 12 brochures for 2012/13, including UK and Europe, USA, Fiji, Bali and Thailand.
Viva! said the decision to reinstate brochures “follows industry partners requests to continue offering a comprehensive range of Viva! Holidays collateral”.
Former JTG wholesale general manager Simon Bernardi announced last August that Viva! brochures would be scrapped with the brand becoming a predominantly deals-only operation with occasional flyers to complement special airfares.
With the product identical to that of Qantas Holidays Bernardi argued there was no need for brochures.
“Agents understand the difference between Qantas Holidays and Viva!, they get it, so there’s no need to double up on brochures,” he said.
While observers believe the rationale behind the decision was sound, it failed to take account of agent’s desire for brochures.
“Ultimately there’s not a lot of point having a brand in the market if it has no collateral,” one observer said. “Agents want full content brochures they can refer to and give to customers, not special offer flyers once in a while.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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