Flower drives Alpha Holidays expansion

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Flower wants to introduce new destinations “that are not so readily available”.

Dubai-based Alpha Holidays is set to dramatically enhance its outbound leisure programme following the appointment of a new product manager.

John Flower, who previously worked for Dubai destination marketing company Gulf Reps as a key account manager for Tempo Holidays, and before that, worked for Dnata Holidays, has been charged with the task of beefing up content and introducing some niche products.

"The brochure we have at the moment covers the world, from Australia to the US and everything in between, but it is quite mainstream," he told ATN. "We want to introduce destinations that are not so readily available - Croatia, Hungary, the Czech Republic, and the rest of Eastern Europe, for example.

"And, as the PSA for Costa Cruises, we are hoping to develop pre- and post-cruise programmes in the countries where it operates, such as the Meditteranean."

Flower said he would also change the layout of the brochure from alphabetical order to geographical segmentation.

The programme will also include plenty of destination information, weather charts, sightseeing tips and sample itineraries, as well as some self-drive options.

"We will stay away from doing the deliberate hotel brochure/coffee table manual," said Flower.

"I will also select products along the lines of wellness holidays and there will be a luxury section too."

The 2008 brochure will exceed its current 132 pages and Flower is aiming for a January or February launch.

He revealed that at present, Alpha Holidays was running as a "corporate leisure department" in that Alpha's corporate clients also looked to the company to make their holiday bookings.

"In this respect we are working with the tourism boards and are looking to put together corporate add-ons - for corporate clients taking their families on business trips," he said.

However, Flower is also looking to the travel trade to help expand distribution and said he was working with several agents who had proved a "captive audience".

The Alpha Holidays brochure will also be made available online and the company is currently developing its own website with the help of Sabre Travel Network.

Alpha Travel & Holidays general manager Fabian Fernandes revealed that the company had switched from Galileo to Sabre in August.

"They were giving us just the solutions we were looking for as a growing company," he said.

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