Uganda Tourism announces UK marketing launch

Uganda Tourism announces UK marketing launch

Monday, 30 May 2016 12:00

Uganda Tou...

It only takes a micro-moment: Clicky Media talks mobile

It only takes a micro-moment: Clicky Med…

Monday, 30 May 2016 08:30

Acknowledging the huge impact mobile has had on the travel industry, Oliver Yeates and Sam Gadsby from Clicky Media offered delegates at last week’s The Global Travel Group (TGTG) conference...

Be part of the action at Arundel Castle this summer

Be part of the action at Arundel Castle …

Wednesday, 25 May 2016 11:35

Arundel Castle in West Sussex is giving visitors the chance to take part in ancient revelries during its lively Living History Days this summer.

HRS invests in Australian business travel specialist

HRS invests in Australian business trave…

Wednesday, 25 May 2016 11:27

Global hotel solutions provider HRS has invested in Australian company The Lido Group through a strategic partnership, thus continuing its global expansion.

ʻLiveʼ video campaign from Tunisian National Tourist Office

ʻLiveʼ video campaign from Tunisian Nati…

Wednesday, 25 May 2016 09:37

The Tunisian National Tourist Office has announced a new project to offer a new perspective on Tunisia.

Costa Cruise launches new itineraries

Costa Cruise launches new itineraries

Tuesday, 24 May 2016 15:14

Costa Cruises is to launch a new two-week itinerary on Costa neoClassica that will allow travellers to discover the colours of India and the beaches of the Maldives during the...

10th anniversary of Europe’s original wild flower festival

10th anniversary of Europe’s original wi…

Tuesday, 24 May 2016 12:06

As one of Europe’s greenest countries, Slovenia will explode with colour once again this spring as the Bohinj International Wild Flower Festival celebrates its 10th anniversary with the theme ‘Wild...

Freerunning champ checks out world's largst cruise ship

Freerunning champ checks out world's lar…

Tuesday, 24 May 2016 11:09

Royal Caribbean has revealed a 90-second extreme film, designed to give passengers the ultimate virtual tour of the world’s largest cruise ship, Harmony of the Seas.

Vienna Tourist Board presents world premiere in London this spring

Vienna Tourist Board presents world prem…

Monday, 23 May 2016 10:56

For the first time, the renowned Summer Night Concert performed by world famous orchestra, The Vienna Philharmonic, in the gardens of Schönbrunn Palace will be broadcast live to London.

May half term at the Treasure Houses of England

May half term at the Treasure Houses of …

Monday, 23 May 2016 10:42

The Treasure Houses of England, a series of fine stately homes, castles and palaces, have a wealth of activities to keep all the family amused throughout the May half term....

Virgin Trains is official travel partner for Lost Village Festival 2016

Virgin Trains is official travel partner…

Monday, 23 May 2016 10:28

Virgin Trains has discounted fares for festival goers travelling on the East Coast mainline to this summer’s Lost Village Festival.

Explore your senses with Le Saint-James at La Cité du Vin

Explore your senses with Le Saint-James …

Monday, 23 May 2016 10:14

Relais and Chateaux gastronomic hotel Le Saint-James is offering a one-night package to invite guests to embrace the culture of Bordeaux, with a short break celebrating French wine and gastronomy.

Earn more commission with Elite

Earn more commission with Elite

Friday, 20 May 2016 12:00

The Elite Travel Group has launched an initiative under its ‘Exclusively Elite’ banner which offers members the opportunity to earn higher commission levels from selected principals on a monthly basis.

Globe Travel Centre launches 'The Great Indian Cook Off Tour'

Globe Travel Centre launches 'The Great …

Friday, 20 May 2016 08:30

Specialist tour operator, Globe Travel Centre has launched 'The Great Indian Cook Off Tour', an exclusive culinary tour where five couples go on a journey across five exotic destinations in...

Atlantis Paradise Island extends double cash rewards incentive

Atlantis Paradise Island extends double …

Thursday, 19 May 2016 15:00

Atlantis Paradise Island Resort and the Nassau Paradise Island Promotions Board (NPIPB) have extended their double cash rewards offer, meaning agents can now earn double cash rewards of up to...

Earn 12% commission from Exotic Journeys

Earn 12% commission from Exotic Journeys

Thursday, 19 May 2016 13:00

Exotic Journeys International is offering 12% commission on all published fixed departure tours in 2016/17 along with 25% savings on two and three week trips to India from now until...


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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