Phase one of Gatwick’s £1billion investment takes off

Phase one of Gatwick’s £1billion investment takes off

Tuesday, 06 October 2015 16:10

Gatwick Ai...

Malta’s first Civil Unions Fair highlights demand from same-sex couples

Malta’s first Civil Unions Fair highligh…

Tuesday, 06 October 2015 08:49

After announcing Malta’s first Civil Unions Fair earlier this year, the Phoenicia Hotel in Valletta reports that it has been 'overwhelmed by demand' from the UK and other countries, highlighting...

X Factor finalists Fifth Harmony to perform live at Atlantis Paradise Island

X Factor finalists Fifth Harmony to perf…

Friday, 02 October 2015 12:00

Fifth Harmony, finalists on the X Factor USA, are taking to the stage at Atlantis Paradise Island, Bahamas, on October 10 to perform live at the Atlantis Theatre.

Love2Shop vouchers from Avalon

Love2Shop vouchers from Avalon

Thursday, 01 October 2015 12:00

Avalon Waterways is offering up to £500 off per person on a choice of 2016 European cruises with a free Apple iPad mini 2 for customers booking before November 10,...

No1 Lounges unveils new Clubrooms product at Gatwick

No1 Lounges unveils new Clubrooms produc…

Thursday, 01 October 2015 07:00

No1 Lounges has announced the launch of Clubrooms, a new lounge product which offers an exclusive experience at the airport with privacy and a tailored service.

Salsa on the Seine with CroisiEurope

Salsa on the Seine with CroisiEurope

Wednesday, 30 September 2015 12:00

CroisiEurope is inviting guests to salsa their way down the Seine on a five-day Latin dance themed cruise round trip from Paris departing on October 25.

Jordan Tourism Board announces six-month marketing campaign

Jordan Tourism Board announces six-month…

Wednesday, 30 September 2015 07:00

The Jordan Tourism Board (JTB) has launched a six-month marketing campaign to highlight the destination’s hospitality, history, culture and discovery.

Triple offer for London’s new musical from Encore

Triple offer for London’s new musical fr…

Wednesday, 30 September 2015 07:00

Kinky Boots the musical is the new hit show in London, and Encore Tickets has the best value in town for group travel organisers and coach tour operators.

Iberia Group to launch Birmingham-Madrid route

Iberia Group to launch Birmingham-Madrid…

Tuesday, 29 September 2015 12:00

From March 27 next year Iberia Express will operate four flights a week to the Spanish capital.

Promote Iceland launches second phase of marketing campaign

Promote Iceland launches second phase of…

Tuesday, 29 September 2015 09:01

Promote Iceland has announced the second phase of its Inspired By Iceland year round tourism campaign, Guðmundur 2.0, bringing a host of new features to its internet service, Ask Guðmundur,...

‘Try’ a B&B during the Rugby World Cup

‘Try’ a B&B during the Rugby World C…

Friday, 25 September 2015 15:30

With an estimated 2.5m stadium visits expected over the duration of the Rugby World Cup bed-and-breakfasts and small hotels are offering fans an attractive accommodation alternative.

Cosmos Tours & Cruises issues dedicated 2016 river & coastal cruise brochure

Cosmos Tours & Cruises issues dedica…

Friday, 25 September 2015 12:00

Cosmos Tours & Cruises has launched its first dedicated River & Coastal Cruises brochure to meet the growing demand for worldwide river cruising.

WTM Travel Tech Show welcomes new exhibitors for 2015

WTM Travel Tech Show welcomes new exhibi…

Friday, 25 September 2015 07:00

The Travel Tech Show at World Travel Market will be hosting a range of new companies within the New Exhibitor Pavilion.

A pizza the action with Jet2CityBreaks

A pizza the action with Jet2CityBreaks

Thursday, 24 September 2015 15:00

Jet2CityBreaks has expanded its summer 2016 programme at Manchester Airport with the launch of another new destination, Naples City.

New Horizon fleet launch from Le Boat designed for couples & small families

New Horizon fleet launch from Le Boat de…

Thursday, 24 September 2015 12:00

Le Boat, operator of self-drive boating holidays in Europe, has unveiled a spacious new class of cruiser designed with couples and small families in mind.

Sky high savings with

Sky high savings with DoSomethingDiffere…

Thursday, 24 September 2015 07:00

Agents can pass on savings of more than 10% to their customers when booking a hot air balloon ride in Orlando with

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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