DFDS goes for direct sell with online brochure

Cruise ferry operator DFDS Seaways has launched a more upmarket short breaks brochure in a bid to capitalise on the growing market for city breaks. The City Cruisebreaks 2005 brochure, launched this week, offers shortbreaks to Amsterdam, Kristianland, Gothenburg, Hamburg, Bremen, Copenhagen and Esbjerg. It is “cleaner, fresher and more upmarket” than its predecessor, according to DFDS, and includes German and Danish destinations for the first time in two years. Product manager, Lisa Knights told TravelMole the company wanted to attract the more affluent couple with its shortbreaks brochure, while its holiday brochure would continue to cater for the family market. She added: “This is the first year we have fully gone online with a brochure, which is a positive step for us although we continue to do business through the trade.” According to Ms Knights, DFDS expects to sell about 70% of its citybreak product direct. The brochure is available for holidays taken between April 1 2005 and March 31 2006 (except Esbjerg, with departures from February 1), for a minimum of three nights, of which two nights are spent onboard. In a bid to prompt early bookings, discounts of 20% are being offered off the basic package price for reservations confirmed by April 17. Other offers include free child places, no weekend supplements and four nights for the price of three. DFDS sails from Newcastle to Kristianland, Gothenburg and Amsterdam and from Harwich to Copenhagen, Esbjerg, Bremen and Hamburg. Prices start at around £129 for a three-night break from Newcastle to Kristianland, in Norway. It includes two overnight crossings in a two-berth cabin, one night’s hotel accommodation on a bed and breakfast basis, and that price is valid outside of peak season (May 16 – October 31). Report by Ginny McGrath