British holiday firm aims to shake up market

Hot on the heels of Bank of Scotland, another British company, Direct Holidays, has entered the Irish market. The cut-price holiday provider opened an office on Talbot Street, Dublin last week. Its marketing campaign proclaims: "Now that we've arrived, you can depart for less" and the company hopes to shake up the travel market here by offering holidays for 10 per cent less than its Irish competitors. Many of the holidays depart from Britain and the savings may be lower in Ireland than in Britain because of travel agents' commission rates here.

In Direct Holiday's other locations, the firm has concentrated on telephone sales but is now promoting its website as another way to purchase bargain holidays. Unfortunately, the website www.direct-holidays.co.uk has not been updated with the Dublin office's details. Rather than providing real information to consumers, some areas ask viewers to call their local office for information or to enter information to receive a brochure. Like its Irish competitors, it can be difficult to get through on Direct Holiday's Dublin number (01) 886 0400.