11/08/2019 16:19

Libra Holidays Adopted New Strategy In the Russian Market

[IMG=20435-6175] Tour operating company Libra Holidays decided to adopt changes within its approach to the Russian market and to advance its positions on the several mass-market destinations. The player who did not participate in the ‘air wars’ took a decision to launch its charter programs. Libra will primarily work with such destinations as Cyprus, Egypt, Jordan, Greece, Turkey, and the UAE. At the moment a potential carrier is being negotiated – it might be Air Jet, a part of Libra holding company which is used by tour operator abroad. Thus, Chris Anastassiou, Managing Director of Libra Europe, commented: ‘we are going to change gradually. Our first step will be to improve the work of the Moscow Office. The second step – to promote niche product, in particular sport and medical tourism, the third – to create an agent chain, the forth – to launch flights from Russia’. Meanwhile, travel market players are skeptical towards the initiative of Libra Holidays. On the one hand, they doubt the market needs additional air traffic volume. The increased of air traffic volume to Cyprus has affected the market this season. Therefore, further increase might result into more problems. Thus, Alexander Tugolukov, Director of Biblio – Globus, said: ‘the peculiarity of the Cyprus destination is that air traffic is divided between the players. Even many years of foreign experience will not help to strengthen the positions’. On the other hand, travel market experts believe that it is risky and unreasonable to make accent on such a narrow segment of theme tours. Thus, Marina Barinova, General Director Deputy of Super Nova, emphasized: ‘the practice shows that focusing only on the niche product is not effective’. Nevertheless, the operator is determined towards its plans and at the moment the company intends to put all the effort into promoting winter programs.