p6 news May 8 6/5/09 20:30 Page 6
news
ttglive.com
SUMMER CAMPAIGN.
Met Office turns
Shearings targets
the lates market
up heat on sales
SHEARINGS has spent £400,000 on a summer
marketing campaign.
The domestic tour operator made the invest-
ment after a survey found 85% of Brits intended
to take a UK holiday this summer.
30 Shearings’ Great British Summer campaign
Martin Ferguson.
will target the late summer bookings market.
THE PROSPECT of a long and hot British summer It said bookings at the company’s 48 hotels
is a bigger threat to the trade than swine flu were up 10% year-on-year.
or the recession, according to a leading industry Lindsay Garvey-Jones, Shearings regional sales
figure.
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manager, said: “The weak pound, with people
Last week the Met Office predicted “a wanting to save on foreign holidays, means there
barbecue summer”, prompting fears that over- are opportunities for us. We want to make agents
seas bookings would be hit. aware of growing demand for domestic holidays
Steve Endacott, chief executive of 30 and let them know our new brochure is available.”
On Holiday Group, said the good weather Agents earn £1 per booking on top of pre-
was likely to trigger a “wait and see” arranged commission rates.
attitude among consumers. As part of a Donkey Derby scheme on the
But the former Airtours and MyTravel
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Shearings website, agents receive a £50
boss said a much-predicted resurgence in bonus if they reach 100 bookings.
the lates market was cause for optimism.
“Customers know they can go online to
32
The top performing agency will win an
additional £250.
find a cheap last-minute deal if the UK For more details visit
shearingsagent.com
weather turns bad,” he added.
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“For most retailers the UK weather does not
mean the end of the world. No matter how weak
THE PRICE OF SUN.
the demand, most charter flights will fly full as
operators reduce prices to fill them.”
...But sunshine ‘is
Endacott said a reduction in mortgage tor at Advantage Travel Centres, did not expect
payments could also boost trading. this to have a big impact on bookings. cheaper abroad’
“Some people have never been better off and Although Advantage members saw a “slight
have a lot of disposable income,” he added. dip” in trading last week, Bue-Said said: “There JET2HOLIDAYS has released the findings of a
“Maybe the first question you should ask a is no evidence to correlate the good British study into how much holidaymakers pay per hour
customer is: do you have a mortgage with a weather with a fall in overseas bookings.” for their sunshine.
variable interest rate?” However, she urged agents to embrace The operator enlisted the help of a meteorol-
Ewen McCallum, chief meteorologist at the domestic tourism which, although lucrative, ogist to identify Europe’s top five European
Met Office, predicted UK temperatures this accounts for just 10% of members’ business. hotspots.
summer would creep above 30C. Using data for
However, Julia Lo Bue-Said, commercial direc- ■ Endacott on weather threat: Letters, p35 June, July and Au- Jet2 hotspots
gust, the operator Typical cost of
Domestic bliss: UK tourism industry snapshot
found a seven-day sun per hour:
break to the Algarve ■ Algarve £2.80
■ VisitBritain said one in five Brits will ■ Park Holidays UK’s bookings are 24% up was best value, with ■ Bognor £3.60
choose to take a holiday in the UK this year on last year and increased demand will see an average 11 hours ■ Turkey £3.70
■ Visit Peak District said advance bookings it create 150 full and part-time jobs of sunshine working ■ Majorca £3.80
made on its website in April were up 33% ■
Hotels.com searches for UK seaside resorts out at £2.80 per hour. ■ Costa del Sol
on March have more than doubled on last year Based on histori- £4.00
■ Tourism bosses in Leicestershire said the ■ Hotels.com’s fastest-growing searches have cal weather data, ■ Tenby £4.50
number of overnight visitors to the county been for Torquay, Newquay, Blackpool, the UK was still ■ Corfu £4.80
was 266% up on last year Llandudno and Jersey not as good value,
■ Holiday park operator Parkdean reported a ■ Bovril has launched an Extreme Urban despite the strong euro, according to marketing
99% occupancy rate, with forward book- Campsite campaign. The first campsite is on manager Lucy Black.
ings 13% ahead of last year top of a 230-feet building in east London
Overseas holidays based on seven days in four-star, self-catering accommodation.
Tenby based on average cost for seven days in self-catering accommodation
06 08.05.2009
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