Diamond Rail Holidays boosts Switzerland offering

Diamond Rail Holidays boosts Switzerland offering

Friday, 05 February 2016 14:00

Diamond Ra...

Monarch research reveals the nation's changing holiday habits

Monarch research reveals the nation's ch…

Friday, 05 February 2016 10:00

Pre-schoolers enjoying sunshine breaks in far flung resorts, and silver surfers checking in online – the way the nation holidays has never been so adventurous according to new research from...

United Airlines to operate longest scheduled flight

United Airlines to operate longest sched…

Thursday, 04 February 2016 12:00

United Airlines has announced that it will introduce daily non-stop flights between San Francisco and Singapore from June 1 (westbound), subject to government approval.

Warner Leisure Hotels launches premium drinks package

Warner Leisure Hotels launches premium d…

Thursday, 04 February 2016 08:30

Guests visiting one of Warner Leisure Hotels’ 13 country or coastal properties during 2016 can receive more value for money when they upgrade to the brand’s premium drinks package.

myvouchercodes creates holiday generator

myvouchercodes creates holiday generator

Wednesday, 03 February 2016 15:00

When it comes to deciding where to go on holiday the world of options can prove a little overwhelming. So to help with holiday decision making process myvouchercodes.co.uk has created...

New reward scheme for agents from Silversea

New reward scheme for agents from Silver…

Wednesday, 03 February 2016 12:30

Silversea Cruises has announced details of a new reward and recognition programme for travel agents and homeworkers.

‘Flavours’ itinerary from Back Roads

‘Flavours’ itinerary from Back Roads

Wednesday, 03 February 2016 08:30

As part of its line up of tours for 2016, Back Roads Touring has an eight-day ‘Flavours of Northern Croatia and Slovenia’ itinerary with departure dates from May through to...

Taking a year off to travel tops most bucket lists according to new survey

Taking a year off to travel tops most bu…

Tuesday, 02 February 2016 12:30

Taking a year off work and travelling is top of most Brits’ bucket lists, including visiting America and Australia, going to see the Great Wall of China and the Pyramids,...

2017 USA availability from Funway

2017 USA availability from Funway

Tuesday, 02 February 2016 08:30

Funway is highlighting its range of 2017 holidays to the USA which are now available to book, along with a selection of exclusive offers and early booking savings.

Hurtigruten heads for the Amazon

Hurtigruten heads for the Amazon

Tuesday, 02 February 2016 08:30

'Expedition to the Amazon Rainforest' will be Hurtigruten's first inland voyage. The 16-night expedition starts in Manaus deep inside the Brazilian rainforest, sailing down the Amazon.

Emerald Belle damaged in shipyard fire

Emerald Belle damaged in shipyard fire

Monday, 01 February 2016 12:15

Emerald Waterways has reported that a late night fire broke out at the Den Breejen Shipyard in the Netherlands where the company’s newest ship, the Emerald Belle, was under construction.

Party packages on sale with DoSomethingDifferent.com

Party packages on sale with DoSomethingD…

Monday, 01 February 2016 08:30

Following increased demand from agents, DoSomethingDifferent.com is now offering a range of clubbing packages in Europe’s party capitals, including Ibiza, Kavos and Ayia Napa.

Flight savings for WTM Events

Flight savings for WTM Events

Friday, 29 January 2016 15:27

Attendees to the World Travel Market portfolio can take advantage of discounted air fares with oneworld airlines following a deal between the alliance and WTM's parent company Reed Travel Exhibitions...

Perth’s reinvention continues

Perth’s reinvention continues

Friday, 29 January 2016 12:00

Australia’s city of Perth has seen unprecedented growth in the last few years, a trend which is set to continue with more 2,000 hotel rooms to be added by 2020.

Anatolian adds luxury beach option to 2016 programme

Anatolian adds luxury beach option to 20…

Friday, 29 January 2016 08:30

Anatolian Sky Holidays has expanded its portfolio in Slovenia, adding to the options along the country’s small, but beautiful, coastline.

New wine-themed cruises from The River Cruise Line

New wine-themed cruises from The River C…

Thursday, 28 January 2016 12:00

The River Cruise Line has launched two eight-day cruises for summer 2016 to some of Europe’s most beautiful wine regions.


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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