Originally Posted by
eye2eye5
I can't think why Virgin would wish to create a brand to cater for the lower end if the market.
Well, they saw fit to buy the Travel City Direct brand after the XL Leisure Group collapse and the brand ran as part of the VH family for almost a decade by catering for the lower end by offering different (i.e. cheaper) hotels, however I don't know what their reasoning was at the time (market share may well have been one).
All that said, I'm inclined to agree as it would dilute the main brand and I suspect a good number of folk will turn to either themselves or TUI for long-haul holidays, particularly to Florida. I suspect the reasoning for retiring the TCD brand last year still stand even with the demise of a major competitor.