Interview: Paul Riches, sales and marketing director, Libra Holidays

Tuesday, 17 Dec, 2002 0

Libra Holidays has revamped its image in an attempt to appear to a wider variety of holidaymakers in 2003.

The company, which was known as Libra Priceright, will now only use the Priceright tag for late deals and promotions. Goldenjoy will be used purely for diving holidays, while Libra will be used as the main brand across its portfolio.

Libra sales and marketing director Paul Riches said it was not clear what its brand stood for.

“We had a look at everything and felt there was some confusion in the market,” Riches told TravelMole.

“The name Priceright tended to imply that everything was just at the cheap end and focussing on the price. That’s how it started, as a pile it high sell it cheap operation, and that image stuck with the company.

“We did a lot of customer research and that is the feedback we got.

“So we can still use the brand tactically, but generally we want Libra to be seen as much more destination-led.

“We want to compete with the major companies in the countries which we feature – Greece, Cyprus, Spain, Egypt and Portugal, which is new for 2003.”

Libra is also competing with Kosmar, Golden Sun and Olympic for holidaymakers and Riches said it was keen to promote the fact that it offers a broad range of accommodation and types of holidays to suit all pockets.

“We try to offer everything there is to offer in these countries, not just the self-catering budget stuff, which is what people think of when they hear the name Priceright.”

Meanwhile, Libra has dropped its Florida and Caribbean programmes for 2003 because of poor demand. It is also considering the future of its Far East and Indian Ocean programme.

Riches admitted sales had been poor.

He was also critical of operators that have inflated brochure prices in order to offer a big discount in high street shops.

“We have an honest message and charge the price that you see in the brochure,” he said.
“I think this has helped us because we have been very well supported by the independents and currently business for 2003 is ahead of this time last year.”

In 2002, the company sold around 400,000 holidays under the Libra Priceright name and Riches said it aimed to sell a similar figure under the Libra brand in 2003.

“It’s the time for some stability in the market,” he said. “We certainly won’t be loading on capacity.”

See previous TravelMole Interviews:
11-Dec-02: Ian Derbyshire, tour operations sales director, Thomas Cook
03-Dec-02: Gary David, managing director, Cadogan Holidays
26-Nov-02: Vic Sheppard, UK sales and marketing manager, Emirates
19-Nov-02: Mathew Prior, managing director, First Choice Ski
13-Nov-02: David Clifton, md Europe and Asia, Interval International
04-Nov-02: David Norris, brand manager, ifyouski.com
29-Oct-02: Chris May, managing director, Hayes and Jarvis
21-Oct-02: Fiona Jeffery, Reed Exhibitions director
14-Oct-02: Brent Hoberman, ceo and co-founder, lastminute.com
09-Oct-02: David Burdon, sales and marketing director, Cosmos
02-Oct-02: Jeff Rebello, UK marketing manager, SAS
24-Sep-02: BITOA chief executive Richard Tobias
17-Sep-02: Alan Croft, deputy managing director, Bridge Travel Service
10-Sep-02: Noel Josephides, managing director, Sunvil Holidays
04-Sep-02: Geoffrey Lipman, World Tourism Organisation adviser
26-Aug-02: Jo Rzymowska, Walt Disney Parks and Resorts
20-Aug-02: TravelMole Interview: Peter Shanks, senior vice-president, Cunard Line
13-Aug-02: Tom Allen, The Theme Park People
05-Aug-02: Chris Kroeger, Sabre
30-Jul-02: Chris Mottershead, TUI UK
23-Jul-02: Seamus Conlon, Airtours Holidays
15-Jul-02: David Soskin, cheapflights.co.uk
09-Jul-02: Bruce Bishins, Genesis TDS
01-Jul-02: Howard Frost, Travelink
25-Jun-02: Rob Wortham, RWA
17-Jun-02: Paul Blackney, Worldspan
11-Jun-02: Mark Jones, Online Travel Corporation
27-May-02: Oliver Hillel, UNEP
20-May-02: Keith Webber, Telewest
13-May-02: Mark O’Brien, Rosenbluth International
07-May-02: Alicia Gardner, Sabre
29-Apr-02: Carolyn Ezzell, Delta Air Lines
23-Apr-02: John Davis, Pegasus Solutions
15-Apr-02: Gregory Hunt, ABTA Arbitration Scheme
09-Apr-02: Stuart Winter, Atinera
03-Apr-02: Roberto Da Re, Dolphin Dynamics
26-Mar-02: Arnaud Debuchy, Amadeus
19-Mar-02: Helen Baker, Lastminute.com
12-Mar-02: Pat Minogue, Galileo
07-Mar-02: Jon Hart, MyTravel
28-Feb-02: Lawrence Hunt, Rapid Travel Solutions