p16 Columnist jan30 1/27/09 2:46 PM Page 16
news comment
ttglive.com
Amanda Wills Virgin Holidays
“The family holiday needs to
allow mum, dad and the kids
to relax, share something
new – and still afford it”
A
lot can happen in a year. It’s a cliche, What’s interesting is the impact on the type
of course, but one that certainly of holiday taken and to where.
held its own in the context of our Travellers in general have become more
industry’s turbulent 2008. adventurous and more discerning. Now, the need
And out there in the marketplace, where our for the annual family holiday to tick more than
established and potential customers dwell, a relaxation box, and provide more of a shared
cliches weren’t so, well, trite for them either: experience within a fortnight, has seen mum,
“Life’s short”; “You never know what’s round dad and the kids join the adventurous crowd.
the corner”; and “It’s about what’s really So the family holiday needs to do more: to
important”. You get the picture. allow a family to relax, switch off, experience
As we look forward, despite an unpredictable something new together – and afford it.
economic backdrop, it seems that this very In terms of bookings, this means that
uncertainty has provoked two unusual more sophisticated itineraries and desti-
bedfellows among customers: hesitancy nations can maximise the value of the
and carpe diem (seize the day). booking – vital in offsetting any decline
This is particularly noticeable, and in the frequency and number of holidays
understandable, in the family market. taken caused by the credit crunch.
Families are, after all, at the eco- If the city breaks and second/third
nomic coal face, as house prices fall, holidays are vulnerable when a family
household bills increase and work makes necessary cost cuts, then the
hours spill over into that precious stakes attached to the main annual holi-
time at home with the kids. day have been raised proportionally.
It’s not surprising therefore Bring on the family attending elephant
that the family appears to be school in Thailand, learning to dive in
fighting to protect the annual Mauritius, spotting orang-utans in Bor-
holiday as belts are tightened. neo, learning about dad’s passion for the
As stress and workloads increase, piste at Canadian ski school or discover-
the family holiday isn’t just a bit of a ing the “big five” together in Africa.
sunny treat, but a chance to get away, spend Another apt cliche now is “make the
time together and clock up new experiences to- most of every day”. More adventure in the
gether before the return to schedules that leave family holiday will create memories that
less and less time for regular family connection. buck the gloomy mindset of the day-to-
This doesn’t just affect the price point; day, and make for valuable bookings.
naturally families have always sought out the
best possible value on price given the number Amanda Wills is managing director
of little heads that all add up. of Virgin Holidays
16 30.01.2009
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76