Intrepid Travel launches North Korea Marathon Expedition trip

Intrepid Travel launches North Korea Marathon Expedition trip

Tuesday, 01 September 2015 07:00

Elite at...

2016 preview brochure from Warner Leisure Hotels

2016 preview brochure from Warner Leisur…

Monday, 31 August 2015 12:00

Warner Leisure Hotels has issued its 2016 preview brochure featuring early booking offers plus information on new breaks, new entertainment, activities, new bedroom suites, the latest developments and pricing.

Autumn sale from Sandals and Beaches Resorts

Autumn sale from Sandals and Beaches Res…

Monday, 31 August 2015 07:00

Sandals Resorts International has launched an autumn sale which runs until September 22.

Free Family festival on Dover’s seafront

Free Family festival on Dover’s seafront…

Friday, 28 August 2015 14:00

The Port of Dover Community Regatta is to take place this Sunday, August 30.

Crystal River Cruises to launch in March 2017

Crystal River Cruises to launch in March…

Friday, 28 August 2015 12:00

Crystal River Cruises, which launches in March 2017, has unveiled detailed plans for its collection of two Crystal river yacht vessels.

Winter seat sale from SAS

Winter seat sale from SAS

Friday, 28 August 2015 10:00

Scandinavian Airlines has released thousands of low fare seats for travel to Scandinavia available to book until midnight September 1, from £62 one way.

New all-inclusive resort to open in Barbados this November

New all-inclusive resort to open in Barb…

Friday, 28 August 2015 07:00

This November sees the opening of a new style of all-inclusive property on Barbados with the launch of Sugar Bay Barbados.

Gatwick set for busiest ever August Bank Holiday weekend

Gatwick set for busiest ever August Bank…

Thursday, 27 August 2015 17:00

Gatwick is preparing for its busiest ever August Bank Holiday weekend as 580,000 passengers plan to travel through the airport.

FLIO app launches for iOS devices

FLIO app launches for iOS devices

Thursday, 27 August 2015 12:00

FLIO is a new global airport app which aggregates information from airports around the world and gives travellers exclusive retail offers and one-click access to airport Wi-Fi.

Flight sale from Aegean

Flight sale from Aegean

Thursday, 27 August 2015 10:00

Aegean is offering discounts on published fares for direct flights to and from Greece and Cyprus.

2016/17 brochure launch from China Links Travel

2016/17 brochure launch from China Links…

Thursday, 27 August 2015 07:00

China Links Travel has announced the release of its 2016-2017 brochure.

Fidenza Village marks Expo Milano with events & shopping packages

Fidenza Village marks Expo Milano with e…

Wednesday, 26 August 2015 12:00

Fidenza Village, one of the Collection of Villages by Value Retail located 60 minutes from Milan and Bologna in Italy, is offering a selection of events and packages to mark...

RCI introduces Royal Suite Class experience

RCI introduces Royal Suite Class experie…

Wednesday, 26 August 2015 07:00

Royal Caribbean International has launched Royal Suite Class, designed for the most discerning adventurers and offering a range of benefits and amenities.

LATA unveils new strategy to boost travel to Latin America

LATA unveils new strategy to boost trave…

Tuesday, 25 August 2015 12:00

The Latin American Travel Association (LATA), the travel trade association that promotes travel to the destinations of Latin America, has developed a new strategy, with the objectives being to promote...

Dreamland to host three Services Days in September

Dreamland to host three Services Days in…

Tuesday, 25 August 2015 10:43

Dreamland Margate has announced that over the first weekend of September local services and forces across Kent will be eligible for discounted entry.

New web launch from Wendy Wu

New web launch from Wendy Wu

Tuesday, 25 August 2015 07:00

Wendy Wu Tours has launched a newly designed website with improved functionality, more inspiring content and fully responsive for tablet and mobile.


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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