Saint Lucia celebrates Chocolate Heritage Month

Saint Lucia celebrates Chocolate Heritage Month

Friday, 31 July 2015 14:05

This Aug...

Red Sea & Dahab dominate Olympic Holidays’ Egypt programme

Red Sea & Dahab dominate Olympic Hol…

Friday, 31 July 2015 11:02

Olympic Holidays has launched its Winter Sun 2015/16 brochure with additional hotels in Egypt.

Rail and Ale with Railtrail Tours

Rail and Ale with Railtrail Tours

Friday, 31 July 2015 10:52

Railtrail Tours combines the thrills, sights and smells of a day at a steam gala with visits to the best local breweries on its ‘Steam, Rail & Ale’ (and malt)...

Scoot Ferries to run special Cowes Week service

Scoot Ferries to run special Cowes Week …

Thursday, 30 July 2015 09:21

Scoot Ferries Ltd has announced that it will be running a special, scheduled ferry service for this year’s Aberdeen Asset Management Cowes Week.

Shearings launches 2015/16 Autumn & Winter brochure

Shearings launches 2015/16 Autumn & …

Thursday, 30 July 2015 08:57

Shearings Holidays has issued its 2015/16 Autumn Winter programme with new breaks and details on its Christmas and New Year holiday range.

Extended summertime hours at Gardaland Resort

Extended summertime hours at Gardaland R…

Thursday, 30 July 2015 08:47

Until September 13, Gardaland Resort is extending the park’s opening times until 23:00, following the success of its evening event, ‘Gardaland Night is Magic’.

Ranch Rider adds Epic Namibian Horseback Safari

Ranch Rider adds Epic Namibian Horseback…

Wednesday, 29 July 2015 09:05

Ranch Rider is introducing a new 30-day mobile horseback adventure to its Africa collection.

Hotel Football books into the Quays Partnership

Hotel Football books into the Quays Part…

Wednesday, 29 July 2015 08:50

Football themed Hotel Football has joined The Quays Partnership, a group that promotes Greater Manchester's waterfront destination as a tourism destination in Britain.

Electric cars charge into Birmingham Airport

Electric cars charge into Birmingham Air…

Wednesday, 29 July 2015 08:31

Birmingham Airport has become one of the first British airports to join the Electric Highway and offer fast charging for electric motorists.

Rainbow Tours launches new Madagascar trips

Rainbow Tours launches new Madagascar tr…

Tuesday, 28 July 2015 08:14

Rainbow Tours has released a series of new Madagascar itineraries including a group tour led by destination expert Daniel Austin, plus a new tailor-made trip focusing on birding. The operator has...

Taber presents Icelandic package from £775

Taber presents Icelandic package from £7…

Tuesday, 28 July 2015 08:05

Taber Holidays is promoting a three-night stay in Reykjavik from £775 including a full-day Golden Circle excursion, which takes in some of Iceland’s most spectacular sights such as the geyser...

Grain Store Café & Bar to open this autumn at Gatwick Airport

Grain Store Café & Bar to open this …

Tuesday, 28 July 2015 08:00

Gatwick is to be home to the first offshoot of Chef Bruno Loubet and The Zetter Group’s Grain Store restaurant in King’s Cross, opening autumn 2015.

Nile cruise options from Anatolian Sky Holidays

Nile cruise options from Anatolian Sky H…

Monday, 27 July 2015 08:45

Anatolian Sky Holidays’ new Winter Collection brochure features a choice of options for clients in search of winter cruise options along the Nile.

TripAdvisor launches dedicated airport pages

TripAdvisor launches dedicated airport p…

Monday, 27 July 2015 08:41

TripAdvisor has launched dedicated airport pages, enabling travellers around the world to get information about what to do, where to eat and where to stay at 200 major airports around...

Butlin’s launches Little Mix show

Butlin’s launches Little Mix show

Monday, 27 July 2015 08:35

Fans of the British girl group Little Mix can ‘Salute’ their music with the company’s own singers and dancers in a new show for 2015.

Saga presents 17-night ‘Grand Tour of China’ option

Saga presents 17-night ‘Grand Tour of Ch…

Friday, 24 July 2015 07:00

Saga’s new escorted tour and river cruise offers guests an immersive discovery of ancient and modern China, including visits to ‘must see’ sights for first time visitors.


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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