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Cosmos becomes trade-only brand as Monarch direct portal is created
Cosmos is to become a dedicated trade brand and will no longer be marketed direct to the consumer.
Sister companies Avro Flights and somewhere2stay are also becoming purely trade brands as part of a brand review.
Coach tour brand Cosmos Tourama also remains a trade brand offering.
The group’s holidays, hotels and flights will become available as a direct proposition via a new Monarch portal as Monarch Holidays, Monarch Hotels and Monarch Flights.
Stuart Jackson, product and commercial director for Cosmos and managing director of accommodation-only brand somewhere2stay said: “We believe this makes us the first operator to have a dedicated trade brand.
“Further to a lot of consultation with our retail partners it was felt that the Cosmos brand should be retained so that agents could have the opportunity to dominate a fully bonded brand which for nearly 50 years has been highly respected and which would in effect allow them to ‘own’ the Cosmos customer going forward.â€
He added: “This gives us the opportunity to maximise our strategic alliance with the trade by focusing Cosmos as a dedicated trade brand and as such it will never compete with the retailer with the same brand based on price.
“Similarly, we want to give greater endorsement through the trade to our component brands of somewhere2stay and Avro and as such we will be focusing heavily on their growth during the coming months.
“We will continue to develop our ability to deliver the product via XML feeds, third party technology systems, agent partners’ own DP systems and viewdata. Our dedicated sales teams remain in place and fully committed to providing agents with our full support.â€
by Phil Davies
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