Johan Lungdren
Leading tour operator First Choice is to have a massive shake-up on the holidays it will sell, and from summer 2012, the TUI owned group will sell only all-inclusive holidays. The move follows a steady increase in sales in the all-inclusive market from cash conscious Britains, and First Choice feel that all-inclusive is now the holiday of choice for many people.
Managing Director of TUI UK & Ireland Johan Lundgren confirmed that all-inclusive holidays were expected to account for 65% of all First Choice sales this year following an increase of 32% in the all-inclusive market over the last 5 years. All-inclusive holiday prices include flights, resort transfers, accommodation, meals and unlimited local drinks and First Choice are hoping to become the first mainstream wholly all-inclusive operator.
Lundgren is very excited about the move and believes it will play a vital role in differentiating First Choice from Thomson and their major competitors. He is confident that with a clearly differentiated product and a strong, distinctive brand, customers will move away from selecting tour operators based on price alone, and will book based on confidence and expertise.
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