Brand re-positioning and growth for specialists
Rewe Touristik is planning to continue modernising its package holiday activities and re-position its brands. The specialist tour operators are continuing to grow strongly.
Sören Hartmann with sales and marketing chief Ralph Schilller Foto: PR
The brand will focus more on luxury holidays, and has added various properties belonging to the Small Luxury Hotels of the World and the Leading Hotels of the World chains. There are also 95 exclusive and 115 special resorts in the operator’s five winter brochures. Jahn is also offering more service options such as individual transfers.
Rewe Touristik is holding prices generally stable for the forthcoming winter, with a 1% average increase. This follows aggressive pricing over the last two years. The group has had a successful year and currently has a 6% rise in bookings and a 1% increase in revenues, according to new managing director Sören Hartmann, who took up the post in March.
Looking further ahead, Hartmann told fvw in an interview that he aims to improve Rewe Touristik’s profit margin to 2% by 2012 following a period of rapid growth under predecessor Rembert Euling. The former TUI manager will introduce a new revenue and capacity management system and reorganise the management structure.
Rewe wants to operate a three-tier business strategy in future, with traditional package holidays sold through travel agencies, packages for Rewe’s own retail network, and a flexible product marketing platform for hotels and suppliers, he disclosed.
Meanwhile, Rewe’s separate specialist holidays division, covering Dertour, Meier’s Weltreisen and ADAC Reisen, has grown strongly this year with a 5% sales increase over the first eight months. The main growth destinations are Germany, Austria and the Mediterranean, while long-haul and city destinations are at last year’s levels.
The Dertour Deluxe product has grown 25%. For the forthcoming winter, the three brands are keeping prices stable overall. The USA will be 5% cheaper and the UAE will be 10% less expensive.
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Tuesday, 31.08.2010
