Saga embarks on five country trans-African adventure

Saga embarks on five country trans-African adventure

Monday, 25 July 2016 14:44

Saga Holid...

Santiburi celebrates £20 million renovation with new family package

Santiburi celebrates £20 million renovat…

Monday, 25 July 2016 11:00

Celebrating its 25th anniversary and re-launch after a £20 million renovation, Koh Samui's Santiburi Beach Resort & Spa has launched a new family package.

My Emirates Pass lands in Dubai

My Emirates Pass lands in Dubai

Friday, 22 July 2016 11:00

Emirates Airline passengers can experience more of Dubai this summer with discounts and exclusive offers available across the city with the ‘My Emirates Pass’, launched jointly with Department of Economic...

New Year, New You with HF Holidays’ 2017 Mindful Retreats

New Year, New You with HF Holidays’ 2017…

Friday, 22 July 2016 08:00

HF Holidays has unveiled its new selection of breaks to see in the 2017 New Year in style.

Cruise & Maritime Voyages extends BOGOF deal

Cruise & Maritime Voyages extends BO…

Thursday, 21 July 2016 14:00

Cruise & Maritime Voyages (CMV) has announced an extension of its current ‘Buy One Get One Free’ deal until the end of July, as well as a new promotion.

Ride the waves with Haven this summer

Ride the waves with Haven this summer

Thursday, 21 July 2016 11:00

Haven is promoting stays at its coastal parks this summer, where guests can learn to ride the waves with their paddle-board and surf school.

Journey into the volcano and glacier with Taber’s new short break

Journey into the volcano and glacier wit…

Thursday, 21 July 2016 08:00

Taber Holidays is offering a three-night break to Reykjavik complete with new optional excursions; ‘Inside The Volcano’ and ‘Into the Glacier’.

Diamond Holidays launches new break to Wales

Diamond Holidays launches new break to W…

Wednesday, 20 July 2016 14:00

Diamond Holidays has introduced a new four-day break for 2016, taking in Snowdon, Anglesey and Puffin Island.

Gear up for a summer trip to remember at The York Dungeon

Gear up for a summer trip to remember at…

Wednesday, 20 July 2016 11:00

The York Dungeon has been completely revamped from bottom to top, with new scripts, sets and state-of-the-art special effects following a £1million investment.

P&O Cruises announces Strictly themed cruise dates for 2017

P&O Cruises announces Strictly theme…

Wednesday, 20 July 2016 08:00

P&O Cruises announces Strictly themed cruise dates for 2017 Strictly Come Dancing is back on board P&O Cruises in 2017 for more performances across the Med and Baltic.

InsideAsia launches interactive travel maps

InsideAsia launches interactive travel m…

Tuesday, 19 July 2016 14:00

InsideAsia Tours has developed a set of animated ‘Step Inside’ digital maps, enabling travellers to explore Japan, Burma, Vietnam, Cambodia and Laos and serving as a source of inspiration sales...

Larnaka campaign focuses on return visitors

Larnaka campaign focuses on return visit…

Tuesday, 19 July 2016 11:00

Larnaka Tourism is using its famous mascot, the Great Flamingo, to front its new ‘They always come back’ campaign, which highlights the various activities holidaymakers can enjoy whist visiting the...

New ‘Essential Collection’ of value adventures from Titan

New ‘Essential Collection’ of value adve…

Tuesday, 19 July 2016 08:00

Titan has broadened its choice of escorted tours with the introduction of a new ‘Essential Collection’ of travel adventures.

Survey reveals 70% of Brits overestimate the benefits of the EHIC

Survey reveals 70% of Brits overestimate…

Monday, 18 July 2016 14:00

One in ten UK adults who've been abroad in the last five years have used an EHIC to get free or reduced cost medical treatment whilst travelling in Europe, according...

Hurtigruten christens new vessel

Hurtigruten christens new vessel

Monday, 18 July 2016 11:00

The christening of Hurtigruten’s new explorer vessel, MS Spitsbergen, took place earlier this month in Lofoten by the ship’s godmother, Norwegian explorer Cecilie Skog.

New escorted tours from Riviera Travel

New escorted tours from Riviera Travel

Monday, 18 July 2016 08:00

Riviera Travel has launched three new escorted tours which are now available to book for 2017 dates.


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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