Reader’s Digest, one of the oldest of old media brands, is moving into leisure travel though a deal with Travelsphere.
Escorted tour specialist Travelsphere will supply content to Reader’s Digest subscribers and general consumers via readersdigestholidays.co.uk
The holiday arm will provide tours to 160 destinations, as well as city breaks, river cruises, festival tours and rail holidays.
Travelsphere is an Abta member and the holidays will be Atol-protected. They will also be bookable via a freephone number to a call centre.
It’s the first time in Reader’s Digest 90-year history that the magazine has been involved in travel, although its largely older UK readership contains a large number of regular travellers.
The UK Reader’s Digest reported a circulation of 383,000 last year, although 110,000 were distributed free.
In the US, Reader’s Digest was the country’s best-selling consumer magazine until 2009.
Reader’s Digest chief executive Thierry Bouzac said: “Reader’s Digest is entering the 50+ holiday market.
“As Reader’s Digest is a trusted brand, it was essential for us to partner with a company that has proven experience. Travelsphere draws on 50 years of heritage and shares many of the same brand values.”
Bouzac said: “We know the range of trips on offer, from escorted tours to city breaks and river cruises, will appeal to our readers, as will the excellent value.”
Travelsphere managing director Andrew Dufty said: “Reader’s Digest and Travelsphere customers share a similar demographic, yet before our partnership there was little crossover, so we’re delighted to be working together.
“Research shows Reader’s Digest customers average three holidays per year, opting for good quality hotels and new destinations. We’re confident our carefully selected range of holidays will appeal.”