Enter ... the 'Aldi effect'

This year journalists have been busy introducing new phrases to our everyday dose of bad news. We are now all versed in 'sub-prime debt', 'austerity britain' and the 'aldi effect'.

Now the aforementioned aldi effect enters the travel market right at the time when consumers are most feeling the pitch. Should be interesting to see what traction they get - I would say that the recession will give them a real boost. Here's the press release:

Aldi Travel will launch in January 2009 and comprise the best value holidays to over 30 destinations worldwide.

The website is set to modernise the holiday booking process as Aldi injects its store concept of the no-frills, simple purchasing process into the travel market.

The website will offer holidaymakers stylish accommodation in a range of hand picked quality hotels worldwide, with special deals available in store and online at www.alditravel.co.uk on a fortnightly basis. In addition all elements of the holiday from flights to transfers will also be available to book on the site.

Holidays available range from relaxing beach breaks at popular destinations such as the Algarve, the Balearics and the Aegean Coast; weekend city breaks to Rome, Vienna, Geneva and Paris; and action packed ski holidays to popular peaks such as Chamonix, Val d'Isere and Courchevel.