p20 Columnist Mar13 10/3/09 14:07 Page 20
news comment
ttglive.com
Amanda Wills Virgin Holidays
“I am heartened to see the
industry understands that
mutually threatening issues
require a collective effort”
I
’ve been pretty calm, sweet even, with level one. Fighting talk, you might say, but the
my column so far in TTG. I’ve been less issue warrants it.
rant and more reflective: communal So, let’s address the potential and undeserved
challenges/opportunities in our industry, consequence on the islands of the first change.
my passions for the responsible business arena, Let’s call it “baffling banding”. Apparently, it
the mysteries ahead in 2009. . . takes a petition to illustrate to our government
But some things need to have noise around that Hawaii is almost twice as far from the UK
them until they’re, well, changed; until the as Antigua, yet the banding imposes £120 more
government “move away from the sugar”, as on a family of four travelling to the latter.
my cheeky nephew would say. So, this column Rudimentary distance calculation, but since
is a rant about our industry’s displeasure with to date there has been no reaction to the
the APD band change – not to mention that call for a revision of the bands, it’s worth
Bermuda triangle “where the green funds go”. repeating before the price point in the
I was so heartened that TTG kicked off a Caribbean is unfairly skewed and hard-
tangible campaign and petition to present working communities are penalised.
to the government, and that while all of And talking of penalties, if you’re on
us are looking to our own businesses in the tall side or fancy a holiday premium
tough trading times we still understand economy treat, apparently it’s fair that
that mutually threatening issues you cough up more. Height, or saving for
require a collective effort. holiday “extras”, it seems, is chargeable.
The bottom line? This potentially Yes, treating oneself to extra leg-room in
affects ALL our bottom lines. More premium economy is viewed in the tax
importantly, for the Caribbean as equivalent to full fare business class.
communities that have welcomed So, a big thank you to TTG for opening
our customers for years and built and driving the debate for reviews to
trusted business relationships with the APD ruling, and an equally big pat
our industry, the APD ruling’s impact on the back to us as an industry for
is potentially disastrous. coming together and shouting about this
Oh, and the timing? Just as we enter the until its changed. That’s the spirit of the
toughest trading era the industry has seen? industry I joined as an overseas rep, and
Nice work. This worrying commercial horizon the same mentality that will see us out of
introduced for our Caribbean associates by the current economic climate, with great
illogical banding has been set by those least holiday offerings to our loyal customers.
qualified to do so. We’re the experts, best
placed to consider the best commercial playing Amanda Wills is managing director
field for the industry, and ensure that it’s a of Virgin Holidays
20 13.03.2009
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