Tour operator mytravel cuts holiday prices

Tour operator MyTravel may spark a pre-Christmas price war in the UK as it slashes the price of thousands of winter sun holidays, some to destinations like Majorca, to less than £100. MyTravel has £96 price tags on seven-night selfcatering holidays in early November on the Costa Blanca, Costa Del Sol and Majorca, with Canary Islands prices from around £120. Thousands more MyTravel holidays will go at £99 in the run-up to Christmas. But away from the High Street, troubled directors of the tour operator have decided to put its shop rebranding programme on hold but is still pressing ahead with store refurbishments. The company confirmed a decision had been made but refused to reveal details. An official statement is anticipated this week. MyTravel distribution and charter tour operations managing distribution Steve Endacott said: “We have agreed a plan. I know exactly what I am going to do.” Sources close to the company said the rebranding of shops had been halted while bosses discussed the wisdom of rolling out the name across the high street while financial concerns remain. The move comes at a time when the company wants to downplay the profile of MyTravel for fear of denting public confidence by making the link with Going Places and Airtours. MyTravel claims bookings have not suffered yet but issues such as rebranding have to be looked at. Observers agree it would be unwise to roll out the MyTravel name with such negative publicity doing the rounds. Analysts said MyTravel's financial troubles would prevent it from going ahead with the rebranding. Around 100 shops have already been rebranded MyTravel.

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