Wendy Wu & Club Med team up to offer new China trips

Wendy Wu & Club Med team up to offer new China trips

Thursday, 29 September 2016 11:00

Wendy Wu T...

Cape Town leads the field in Post Office Travel Money’s Long Haul Holiday Report

Cape Town leads the field in Post Office…

Thursday, 29 September 2016 08:00

After three years at the top of the best value rankings, price rises in Bali mean the Far Eastern favourite has been overtaken by Cape Town, which emerges as the...

Avalon Waterways supports CLIA’s ‘Plan a Cruise Month’

Avalon Waterways supports CLIA’s ‘Plan a…

Wednesday, 28 September 2016 14:00

Avalon Waterways is supporting CLIA’s ‘Plan a Cruise Month’ in October with savings of up to £1,350 per person and a free case of wine from Virgin Wines worth £140.

Top seats for André Rieu concert with Saga

Top seats for André Rieu concert with Sa…

Wednesday, 28 September 2016 11:00

Top seats at an André Rieu concert in Cologne, Germany, have been secured for Saga guests sailing on the music-themed cruise along the Rhine and her Tributaries on March 7,...

New airline launches from Luton Airport

New airline launches from Luton Airport

Wednesday, 28 September 2016 08:00

A new airline, Fly KISS, will commence three services from Luton Airport (LLA) on November 7, serving Clermont-Ferrand, Brest and Strasbourg.

Winter warmer flight deals with Air Transat

Winter warmer flight deals with Air Tran…

Tuesday, 27 September 2016 14:00

Air Transat is giving agents the chance to book winter warmer flight deals to the East and West Coast of Canada from £301 per person, when booked by October 4.

City Cruises adds multi-million boat to fleet

City Cruises adds multi-million boat to …

Tuesday, 27 September 2016 11:00

Last week saw the launch of City Cruises’ multi-million pound boat, the City Alpha.

Travel agents risk losing custom by playing generic music on hold

Travel agents risk losing custom by play…

Tuesday, 27 September 2016 08:00

Travel agents’ call handling standards have come into question as the result of a major new study into telephone practice.

Jet2.com & Jet2holidays land at Stansted

Jet2.com & Jet2holidays land at Stan…

Monday, 26 September 2016 14:00

Jet2.com and Jet2holidays have marked a major step on their ongoing expansion with the launch of flights and holidays from Stansted Airport, their ninth UK airport base and the first...

A 'suite' sale from Caesars Entertainment

A 'suite' sale from Caesars Entertainmen…

Monday, 26 September 2016 11:00

For clients seeking the thrill and excitement of Las Vegas, Caesars Entertainment is currently offering its largest ever discount on suite stays.

Collinson Group & Swissport collaborate to launch new T3 lounge at Heathrow

Collinson Group & Swissport collabor…

Monday, 26 September 2016 08:00

Airport Lounge Development (ALD), a subsidiary of Collinson Group, and Swissport are to launch a new lounge at Heathrow Terminal 3 in response to a significant increase in demand for...

Show your adventurous side to find love

Show your adventurous side to find love

Friday, 23 September 2016 13:40

British singletons are more successful in their bid to find love if they use a profile photo that suggests a taste for adventure and travel, according to new data released...

Korean Air and Delta to strengthen codeshare partnership

Korean Air and Delta to strengthen codes…

Friday, 23 September 2016 11:47

Korean Air and Delta Air Lines will strengthen their partnership by expanding codeshares to more than 100 U.S. and Canadian destinations and over 30 cities across Asia.

Great Rail Journeys showcases the Pride of Africa in 2017 tour

Great Rail Journeys showcases the Pride …

Friday, 23 September 2016 08:00

Great Rail Journeys is offering clients the chance to discover the highlights of Namibia and South Africa on its 16-day ‘Namibia & The Pride of Africa’ tour.

2017 Advantage conference registration now open

2017 Advantage conference registration n…

Thursday, 22 September 2016 14:00

The Advantage Travel Partnership has announced the theme of its 2017 Conference, which takes place between May 12-15 at Club Med Opio en Provence in the south of France.

Join in the soap opera on CMV’s cruise

Join in the soap opera on CMV’s cruise

Thursday, 22 September 2016 11:00

Cruise & Maritime Voyages (CMV) has put together an all-star cast of TV soap celebrities for its Canary Islands & Madeira cruise on October 14, including stars from EastEnders, Coronation...


There’s no doubt about it, 2011 will be a tough year for businesses across the UK. With government cutbacks and talks of a double-dip recession, consumer confidence and spending looks set to remain low. 
However, despite the downturn, I believe that the year ahead presents some major opportunities for the travel and tourism sectors.

 

Firstly, as consumers cut back on their daily and weekly luxuries, the focus on the annual holiday will become even stronger. Rather than spreading their spending over a number of smaller treats, customers are far more likely to save their income for something more worthwhile such as a holiday or travel experience. In the current climate, people are working harder and faster than ever. This, along with a somewhat gloomy outlook for next year, will only accentuate the importance of taking some time away from daily routines, enjoying a change of scenery and having a milestone to look forward to. As such, the holiday will become an even more sacred experience; one to savour and invest in.

I see a real opportunity for luxury travel brands to step forward and speak out to their customers. Though the recession has had an impact on the majority of UK consumers, there’s still a large market of more affluent holidaymakers that are seeking a high-end, luxury experience. And, as a travel operator you need to demonstrate that you can cater for this market.

At Leger Holidays, we recently took one of our luxury Silver Service coaches on a tour around the UK in order to show holidaymakers exactly what luxury coaching had to offer. The tour was a fantastic success with consumers and we were delighted with the volume of interest and bookings we took from those who experienced the coaches first hand.

We were particularly interested to see that the majority of these bookings were made for higher value and longer duration holidays. More and more of our customers are now upgrading to Silver Service and eight out of ten customers will then re-book this product again in the future. For me, this backs up our predictions for 2011 and shows that holidaymakers are still willing to spend more for a quality product they can really look forward to and enjoy.

Adding value to your products is yet another way to stand out in the recession. Customers are far savvier in today’s market and they will seek, and expect to find, a product that gives them extra bang for their buck. By giving away a free drink at dinner or an extra night in a hotel, you will open yourself up to a new market of price-conscious customers. What’s more, by showing that you understand value for money, you’re sure to engage with any current or relapsed customers too.

Finally, and perhaps most importantly, in order to survive in this market it’s imperative to invest in a strong marketing strategy. Take the opportunity to shout about your products and show your customers, partners and agents exactly what you can offer. When experiencing more challenging climates, it’s extremely tempting to reduce your marketing activity to save money. However, I personally believe that this could have a disastrous effect on your bottom line. In order to keep sales and bookings coming through the door, you need to position yourself at the front of your customers’ minds with the relevant products and messages.

To summarise, I believe that the opportunities for the travel and tourism sector are still out there and, if anything, the public’s appetite for an escape or retreat is stronger than ever. Our industry has always been very resilient with a strong ability to adapt to consumer’s need. And, in my mind, there’s no reason why 2011 should be any different.

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