UK SPRING BREAKS IN FOCUS


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he current relative weakness of the pound, and its spin-off of pricey eurozone destinations


– and other contributing factors like the Icelandic ash cloud in April/May 2010 – have conspired to underpin the popularity of the ‘staycation’. In the past 12 month, 125.97 million overnight trips were taken in the UK, 7.8 million more than in the 12 months from July 2008 to June 2009 – representing an increase of 7 per cent. Clearly, more Brits are choosing to play


at home, particularly for their ‘second holidays’ and operators predict that the buoyant level of bookings will continue even if the much-dreaded double-dip recession arrives in 2011. “If that scenario happens many people


will fi nd themselves working even harder and will need to get away even more,” says Maretta Moriarty, product development manager at HotelConnect. The accommodation specialist reports


London bookings up almost 10% year on year, with further strong growth in Birmingham (up 300%), Manchester (almost10%), Leeds (43%), Brighton (150%), Bristol (19%) and Stratford- upon-Avon (35%). “UK short breaks can be very lucrative


for agents and there is plenty of scope to create dynamic packages by providing accommodation with, for example, train or air travel if required,” said Moriarty. London remains the biggest single


short-stay destination and HotelConnect believes more people will want to visit the capital ahead of the 2012 Olympics. Superbreak believes that glitzy new West End shows opening next spring will


for the season


Despite the lingering economic dark clouds, if 2010 is anything to go by the outlook for UK short-break sales is looking bright, says John Law


give London a further boost. “Productions like The Wizard of Oz,


with Michael Crawford, opening in February, Shrek The Musical in May and Ghost in June will be very popular and a good opportunity for agents to push London,” says Superbreak’s national sales manager Graham Balmforth. Other destinations include those with


good local family attractions, such as York, with its Railway Museum and Jorvik Viking centre; Bradford, with its Media Museum; and perennial favourite Brighton, with its Royal Pavilion, Palace Pier, The Lanes and various seafront attractions. Once the warmer days arrive point


clients in the direction of the top theme parks, such as Thorpe Park, which is planning new rides, and cities with outstanding shopping. “Agents should remember that


UK short breaks are not weather dependent,” said Balmforth. “They are often as easy to sell in January/February as in July/August.” The ‘grey market’ should not be ignored, according to Kirker Holidays, which will be running six UK cultural and music itineraries in 2011. Ted Wake, the company’s director of


sales and marketing, said: “The older traveller has often become allergic to airports over the years but still relishes the opportunity for an enriching short break – as long as you can lay on a subject that attracts their attention and the services of a knowledgeable and experienced guide.” Recent investment by East Anglia’s tourist industry has fuelled an upturn in


short-break visitors to the region. Keith Brown, chief executive of the East of England Tourist Board, believes the opening of stylish new hotels and upgrading of existing accommodation is behind improved visitor numbers at cities such as Cambridge, market towns like Swaffham, and Southwold, Aldeburgh and other coastal resorts. “Many of these places are no longer


summer-only destinations,” he says. “Increasingly people are coming year- round, drawn by our improved hotels and shopping opportunities as well as the traditional attractions. “They visit because we offer a quality


Give them a reason to go: Know which exhibitions and special


events are taking place


Suggest smart alternatives: If a client loved Dublin before – or if the Irish capital is too pricey – suggest Belfast


Let the train’s take the strain: Remind clients that rail is a green way to


travel and (usually) far less hassle


10 Spring 2011 • www.shortbreaksholidays.com


thedeal seal


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