The move is based on trade feedback, general manager Matthew Rushbrooke said. “There was strong awareness of the brand, with many agents still using the name,” he said.
He added it was also driven by strong growth in family holidays generally to Europe this year, such as Spain family holidays up by 35%, Greece family holidays up by 30% and Portugal up 15%.
Kids in the Med will be released at the end of the year as a standalone brochure, numbering around 50 pages and focused on the “best European holidays for kids of all ages” Rushbrooke said.
