Thistle eyes luxury market

Friday, 03 May, 2005 0

Highlife Breaks has boosted the premium offering in its latest brochure. The Thistle-owned operator has added a host of packages targeted at four and five star European travellers by adding hotels from Hilton and Radisson.

The 100-page brochure features destinations such as New York, Venice, and Dubai alongside niche breaks such as golfing weekends, hot air balloon rides, and spa breaks. Director of marketing and product development, Donna Taylor said: “We are broadening our existing target customer base and we firmly believe there is a market for products targeted at cash-rich, time poor travellers who want a ready- made premium package.”

The relaunch, accompanied by an upgraded website, www.highlifebreaks.co.uk, which offers sales tool for travel agents, follows an announcement by Thistle to launch into the luxury hotel market with a new portfolio of properties. The new brand, Guoman, opened its first property in central London this year, and is yet to disclose the European city locations of the follow-up properties.

The first Guoman, The Cumberland in Marble Arch, has a striking entrance that may have some tourists believe they have walked into the Tate Modern – the vast lobby and bar area is adorned with striking modern art and large sculptures. More than 1,000 bedrooms feature luxuries such as Egyptian cotton, broadband internet access, plasma television screens and fridges.

There are 26 meeting rooms downstairs with further modern art pieces scattered about for inspiration, plus a vast breakfast area called Market, where guests can select hot and cold food from various buffets. Thistle hopes the restaurant and bar of The Cumberland will be popular with non- residents for the contemporary décor, cocktails and modern European menu. For details go to www.thecumberland.co.uk.

Report by Ginny McGrath

Ginny McGrath

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