ABTA predicts two million Brits to head overseas this weekend

ABTA predicts two million Brits to head overseas this weekend

Friday, 26 August 2016 14:00

ABTA is es...

Clicky Media research finds video has most impact on potential holidaymakers

Clicky Media research finds video has mo…

Friday, 26 August 2016 11:00

Clicky Media has advised that advances in video technology and the increase in demand for people to see exactly where they are going has the most influence on people’s decision...

‘Live Every Moment’ with Inghams' new winter 2016/17 ski brochure

‘Live Every Moment’ with Inghams' new wi…

Friday, 26 August 2016 08:00

Inghams has launched its new Ski 2016/17 brochure which features two new resorts, Montgenèvre and Courmayeur; new short breaks; two new flight routes; new hotels, plus Muotka Wilderness Lodge in...

In-flight entertainment is the Holy Grail for travel marketers by Guy Bradbury, Atomic London

In-flight entertainment is the Holy Grai…

Thursday, 25 August 2016 14:00

In-flight entertainment is one of the only places left with a totally captive audience - for most travellers, once the seatbelt sign has been switched on there is no access...

Jet2.com bans early morning sale of alcohol

Jet2.com bans early morning sale of alco…

Thursday, 25 August 2016 11:00

Jet2.com has further bolstered its commitment to tackle disruptive and abusive behaviour by banning the sale of alcohol on board before 08:00 on all morning flights.

On the trail of the Great North Snowdogs

On the trail of the Great North Snowdogs

Thursday, 25 August 2016 08:00

Visitors heading to the North East this autumn for the region’s largest free public art trail are being encouraged to extend their stay at a top hotel.

Celebrity Cruises launches new Celebrity Escapes city break packages

Celebrity Cruises launches new Celebrity…

Wednesday, 24 August 2016 14:00

Agents keen to offer holidaymakers the chance to make the most of life at sea without compromising on time spent exploring on land can enjoy the best of both worlds...

New entertainment breaks from Warner Leisure Hotels

New entertainment breaks from Warner Lei…

Wednesday, 24 August 2016 11:00

Warner Leisure Hotels has launched two new midweek entertainment breaks, the ‘Best of British Party’ break which celebrates all things great about the British Isles and the ‘Jet Set Generation’...

Luton extends free Wi-Fi offer

Luton extends free Wi-Fi offer

Wednesday, 24 August 2016 08:00

Passengers flying through Luton Airport (LLA) can now receive up to four hours of free Wi-Fi.

Innsbruck gets guests back to nature with free hiking programme

Innsbruck gets guests back to nature wit…

Tuesday, 23 August 2016 14:00

All visitors to Innsbruck and its 25 holiday villages can take part in the Innsbruck mountain hiking programme.

Golden Eagle journeys to the land of the midnight sun for 2017

Golden Eagle journeys to the land of the…

Tuesday, 23 August 2016 11:00

Golden Eagle Luxury Trains has introduced a new tour travelling deep into the Arctic Circle. Departing on June 15, 2017, the journey takes in remote communities, wildlife and serene forests. 

Free upgrade from Avalon

Free upgrade from Avalon

Tuesday, 23 August 2016 08:00

Avalon Waterways has launched a free upgrade offer worth more than £1,100 per person on all 2017 European river cruises.

Virgin Atlantic introduces sleep aids to help reduce the effects of jet lag

Virgin Atlantic introduces sleep aids to…

Monday, 22 August 2016 14:00

Virgin Atlantic has introduced bespoke aromatherapy on board as part of a new package of relaxation products to help customers get the best sleep.

Just Another Day with Western Australia in September roadshows

Just Another Day with Western Australia …

Monday, 22 August 2016 11:00

Tourism Western Australia recently unveiled its tourism marketing campaign; Just Another Day in Western Australia (WA).

Advantage celebrates members' successes at debut event

Advantage celebrates members' successes …

Monday, 22 August 2016 08:52

Advantage is holding a standalone event celebrating members and their successes.

Avalon Waterways targets younger market with active Danube discovery

Avalon Waterways targets younger market …

Friday, 19 August 2016 15:00

Avalon Waterways has launched its 2017 brochure with a new type of European river cruise featuring active excursions and local authentic experiences to appeal to a new and potentially younger...


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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