p4 news feb13 11/2/09 19:42 Page 4
news
13.02.2009
CRUISE.
Market update: Ever-later bookings, cruise discounting and
Cruise discounts
sales outside the eurozone revealed as this year’s key trends
‘rise in January’
HOLIDAY SALES.
MORE than half of cruise agents worldwide polled
by analysts reported an increase in discounting in
‘Hold your nerve
January – but most remain optimistic about 2009.
A third of agents said they had seen discount-
ing “increase a lot” last month, while a further
25% reported it had “increased a little”.
as sales get later’
Cancellation rates in January were the same
as in January 2008 but 1.7% up on January 2007.
Lee Hayhurst.
in a survey last September. The independent
And advance bookings for travel four months TRAVEL agents have been advised to hold their study was conducted by BLM Horizon, the travel
or more out were down 3%. nerve as a clear trend towards a late booking division of media specialist Arena BLM, which
The figures come from a Cruise Market Watch market in 2009 emerges. provides market analysis for Thomas Cook.
survey conducted by US-based analysts Cruise The latest market reports have found a marked Chris Armond, BLM Horizon business director,
Pulse, based on the views of 330 cruise agents. fall in lead-in times, with consumers expected to said consumers inclined to book through agents
Consumer interest was found to be hottest for wait until the last minute for bargains. were holding back, but that they would still book
the Caribbean followed by Alaska and Europe. This has raised the prospect of a shift towards through the trade. “The message for the trade
Contemporary-style cruising was most in bookings after March, when is don’t get to March and
demand, ahead of premium and luxury. direct business tends to
Consumers cutting back
shut up shop because the
The analyst projected that the total number dominate, according to business isn’t coming in,”
of global cruise customers would rise by 2.6% Ascent MI, which collates he advised.
this year to 16 million, but that industry revenue official industry statistics. 19%
will take fewer holidays this year
(up from 8% in September 2008) Armond said the findings
would be down 9.5% to $249 billion. It also said 25% of all
40%
will spend less on holidays in 2009 had borne out predictions
sales were now for all-
(up from 28% in September)
that the XL failure would
inclusive holidays, as people drive people back to pack-
DOMESTIC.
27%
said they will cut the length of
their holiday
looked to control costs. age holidays and trusted
Hoseasons tips
Another study found that
45%
said they will look to book a
cheaper destination
brands and away from DIY.
54% of holidaymakers BLM Horizon’s findings
expected to book in April
43%
said they will look for
all-inclusive deals
were based on a sample of
and beyond, up from 40%
Source: BLM Horizon
agent sales rise
1,000 holidaymakers.
HOSEASONS predicted high street agency sales
ONLINE AGENT.
director, said: “The Canary Islands, Cyprus and
this year would increase to account for more
Demand doubles
Spain are perennially popular, but with the cost
than half the self-catering specialist’s business. of the euro increasing, attractive options are
Agents were increasing their share of sales for emerging in non-EU countries, with Turkey,
the first time in five years, said chief executive
outside eurozone
Egypt, Morocco and Tunisia leading the field.
Richard Carrick, with trade sales on course to “And we are seeing Britons being cleverer in
grow from 40% to over 50% by the end of 2009. ONLINE retailer Directline Holidays has seen picking their destination and package arrange-
Hoseasons’ sales for UK lodges and parks were demand for Turkey and Egypt double, but Spain ments. Instead of a week, more people are now
up 20% compared with 2008, but its European and Portugal still remain among the booking 10 or 11 nights for just a
villa holidays, which account for about 7% of most popular destinations this year. few pounds more.
total sales, were down 20%. While non-eurozone destinations “And there has been a major
Sales through travel agents were up 24% so have seen impressive growth due to increase in all-inclusive deals.”
far this year, and in the first week in February the weakness of the pound, Spain’s Latest industry figures also show
were 35% up on the same week last year. sheer market size and good value is Kenya bookings have returned to
supporting its position. pre-January 2008 levels, when
■ Hoseasons not for sale, insists HG: City, p16 Matthew Flint, Directline’s sales political violence hit the country.
04 13.02.2009
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