Jet4you's traffic up 21%

For June alone, the increase was as high as 23%. Apart from Ouarzazate, all destinations have taken part in this upturn.

According to statistics from the Ministry of Tourism, the two cities that experienced the largest increases are Fez and Nador, with respectively 68 and 46% more passengers between June 2009 and June 2010. Contrary to classic destinations such as Casablanca, Agadir and Marrakech, experiencing the greatest share of online bookings, these "niche" desinations tend to be served by commercial agencies. "The business model of this type of unique destinations means customers do not want to take any chances and are more comfortable addressing the travel agencies," said Fahd Dafa in charge of distribution for Jet4you.

Therefore, the low cost airline Jet4you prioritises its network and pampers its travel agents. The top 25 since April (154) have taken part in a raffle involving a car, televisions and vouchers. Looked at the situation more closely, this initiative of rewarding travel agents is in fact highly strategic. Because the company has a strongly oriented web, with 85% of reservations made online, the successful diversification of its supply is necessary for efficient distribution network and thus agents are motivated.

This is why TUI Jet4you has increasingly positioned itself in the tour operating business (TO) with Holidays4you a dedicated product, offering customers, besides the flight, accommodation and related services. Thus, the marketing package should gain more momentum in terms of turnover. "Local demand is growing for trips abroad. Ultimately, the sale of packages should become important in the business, "confirms Al Oulhaj, director of distribution and TO. A product, which corresponds to the target client profile. Retain, motivate and involve travel agents, as a strategic interest: keep a permanent contact with the branch network, to encourage efforts to boost sales ....

After the first half of the year, sales growth of Holidays4you has outpaced that of Jet4you market 5 points: 21% more passengers for an average occupancy rate of 85% and 8 new open lines. The company's workforce has been increased to 335 employees as against 300 last year. Finally, discussions are underway between RAM and TUI for a majority stake in Jet4you.

Othmane ZAKARIA

L'Economiste