UK WEEKEND BREAKS


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tourism mix in England, some 63 per cent of trips and 50 per cent of holiday spend. Last year short breaks in England were worth £5bn. Our marketing campaign, ‘Enjoy Every Minute’ aims to inspire Brits who want to enjoy a memorable and enriching experience literally on their doorstep.”


Eirlys M Thomas head of marketing networks, VisitWales “Visitor arrivals in the first quarter of 2010


were up on 2009. Some 43 per cent of trips to Wales were short breaks, compared with 26 per cent in the whole of the UK. We are re-launching our trade site www.traveltradewales. com in September, with more usable information and suggested itineraries.”


asktheoperators Ian Mounser, sales


director, Superbreak “Many people don’t realise their local agent sells UK breaks, and


wouldn’t think of agents when looking to book. Similarly they think breaks are cheaper online. Tell prospective customers that you also have access to great value deals and can pre-book rail, theatre, concerts, events and attractions as well as hotels.”


Harold Burke sales director Grand UK Holidays “Our new ‘Weekend Getaways’ for winter


2010-2011 are proving popular. They are available in four UK resorts, starting from £79 for two nights’ half-board, with coach travel and excursions. Sales


Real deal: Promote the UK as a ‘proper’ holiday destination


Focus on: Value when compared to Euro destinations


Display and pay: Let prospective customers know you sell UK weekend


of special weekend ‘direct by coach’ breaks in conjunction with travel agencies are also up, by 72 per cent year-on-year for 2010, and forward bookings for 2011 up 47 per cent."


Geoff Cowley, managing director, cottages4you “We have increased our portfolio for 2010-2011 in response to demand.


Bookings have increased in traditionally popular areas like Cornwall and Devon, as well as Northumberland, the Peak District and Scotland. Properties offering varied activities like fishing, cycling routes and even working farms – are being requested."


asktheagent


Sarah Holmes-Siedle travel consultant, Hallmark Travel 61 “Those who frequently holiday abroad can be


reluctant to swap reliable weather for the UK but, with the lack of value of the Euro, more are taking the risk. Cottages, lodges, caravans and sometimes boating holidays are popular in Wales, The Norfolk Broads and the West Country. The early- summer sun saw a rise of bookings to


Jersey and Guernsey in the Channel Islands and the Isle of Man."


UK Self-Catering Holiday Homes Demand for self-catering holiday homes this summer grew by 20 per cent year on year at holidaylettings. co.uk. It is ‘staycation’ and short haul holidays that are drawing the most attention, along with a spike in demand for last-minute bookings, reflecting the current heightened consumer spending awareness. A third of all holiday letting enquiries received in the first two weeks of July were for holidays starting in July, with a further third for August holiday dates. As 64 per cent of those surveyed in


the recent Holiday Lettings™ Travel Survey said they prioritise holidays over other disposable income purchases, the signs point to affordability being assessed at short notice, rather than people saving up year-round.


UK Tourist board contacts VisitEngland: www.enjoyengland.com


VisitBritain: www.visitbritain.co.uk VisitScotland: www.visitscotland.com Northern Ireland: www. discovernorthernireland.com Wales: www.visitwales.co.uk


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breaks through window displays or mailings. Sell UK breaks to core customers to get extra business


Lessons: Educate and inform clients about what to see and do – and earn


commission on pre-booked extras


Nostalgia card: Tap into treasured memories of childhood holidays and encourage clients to relive them


Home comforts: Emphasise quality accommodation, local produce,


interesting cities and towns, safety and security


Think outside the box: special interest and themed breaks are


getting more popular


Eventing: Tie in breaks with special events, eg South Devon’s walking festival (25th September-3rd October)


Sense of time: Remind clients that 'last minute' certainly doesn’t necessarily


mean bargain, especially in peak season or school holidays


Above: Walking in the Lake District


www.shortbreaksholidays.com • Autumn 2010 15


thedeal seal


Channel hopping


saw a rise in demand for Guernsey and Jersey


Good weather at the start of the summer


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