Cheap trips: Supermarket tries tourism

Germany – Cheap brands are branching out and becoming one-stop value specialists. Aldi has already succeeded as the choice destination for cheap groceries, and is now trying its hand at playing tour operator.

The current climate is ripe for consumers looking for a bargain, and brands with a reputation for offering value are lapping up the opportunities this presents. Aldi is offering inexpensive package holidays to more than 30 destinations, from city breaks to sunny beaches, all under the value mantle associated with the supermarket brand.