New study reveals holiday habits of Brits

New study reveals holiday habits of Brits

Thursday, 30 June 2016 14:00

Modern Bri...

Thomas Cook partners with GP Smartphone app

Thomas Cook partners with GP Smartphone …

Thursday, 30 June 2016 11:00

Thomas Cook, in partnership with Now Healthcare Group, is offering Now GP – an app connecting holidaymakers with UK-based GPs while abroad.

Taber Holidays offers taste of Denmark with new tour options

Taber Holidays offers taste of Denmark w…

Thursday, 30 June 2016 08:00

Offering holidaymakers a real taste of Denmark, Taber Holidays’ new ‘A Taste of Skåne and Copenhagen’ tour explores the region through its cuisine.

Advantage asks 'What's on your bucket list?'

Advantage asks 'What's on your bucket li…

Wednesday, 29 June 2016 14:00

The Advantage Travel Partnership has launched its mid-season campaign promoting Bucket List inspiration through a joined up B2B and B2C approach.

UK visitor arrivals to Tenerife increase by 20%

UK visitor arrivals to Tenerife increase…

Wednesday, 29 June 2016 11:00

The latest figures from the Tenerife Tourism Corporation indicate that more than 800,000 visitors from the UK travelled to Tenerife between January and May this year, representing an increase of...

New wildlife officers trained to support MARINElife day trips with Condor Ferries

New wildlife officers trained to support…

Wednesday, 29 June 2016 08:00

The team from wildlife charity, MARINElife has been training a new batch of volunteers on Condor Ferries' fleet, as they prepare for a busy summer season of wildlife spotting on...

Universal Orlando unveils new water park for 2017

Universal Orlando unveils new water park…

Tuesday, 28 June 2016 14:00

Volcano Bay is to become Universal Orlando’s third theme park when it opens at Universal Orlando Resort on June 1, 2017.

New daily Toronto service from Air Transat

New daily Toronto service from Air Trans…

Tuesday, 28 June 2016 11:00

Air Transat has announced that it is to increase flights to Toronto this winter by offering a daily service from November to April, meaning the airline will fly year-round daily...

Baby 'dragons' born at Postojna Cave

Baby 'dragons' born at Postojna Cave

Tuesday, 28 June 2016 08:00

Postojna Cave has announced that two of its 23 remaining proteus salamander eggs have hatched and that the ‘dragon babies’ can be seen by visitors just in time for the...

Are Brits spending more than they bargained for on all-inclusive holidays?

Are Brits spending more than they bargai…

Monday, 27 June 2016 14:00

Almost half of package holidaymakers will be heading abroad on all-inclusive trips this year, but changing habits mean most of them will find their trip costs far more than they...

Free door-to-door transfers from Fred. Olsen Cruise Lines

Free door-to-door transfers from Fred. O…

Monday, 27 June 2016 11:00

Fred. Olsen Cruise Lines has released a new brochure, entitled ‘The World at Your Doorstep’, which highlights 24 sailings in 2017/18 that are available to book (up to July 31)...

Virgin Trains’ new executive chef James Martin serves up sweet surprise

Virgin Trains’ new executive chef James …

Monday, 27 June 2016 08:00

Award winning chef James Martin was recently on board Virgin Trains serving up treats from his new seasonal menu to surprised customers in a newly refurbished First Class Carriage.

New stores opening at Mall of America

New stores opening at Mall of America

Friday, 24 June 2016 14:30

Located in Bloomington, Minnesota the Mall of America attracts more than 40 million visitors annually and offers visitors the chance to shop designer brands at 520 stores with no sales...

ABTA issues statement on results of EU Referendum

ABTA issues statement on results of EU R…

Friday, 24 June 2016 09:29

With the result of yesterday’s referendum announced, and the British people voting to leave the EU, ABTA has released this statement:

Alaska debut in Funway's new US brochure

Alaska debut in Funway's new US brochure

Friday, 24 June 2016 08:00

Funway has issued its latest USA brochure which offers 180 pages of holidays, bookable for travel until December 31.

New accommodation options in Slovenia from Balkan Holidays

New accommodation options in Slovenia fr…

Thursday, 23 June 2016 11:30

Balkan Holidays is featuring three new four-star hotels in Kranjska Gora as part of its new seven-night walking holidays packages this summer.


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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