p14 Columnist July10 8/7/09 15:20 Page 14
news comment
ttglive.com
Amanda Wills Virgin Holidays
“We just need to find those
small things in an itinerary
that help customers switch
off – and shout about them”
W
hat’s occurring? Small things in options – three easy ways for Virgin Holidays
are the new black, that’s what. customers to be freed from their bags pronto
Mervyn King, governor of the by checking in for flights at Gatwick the night
Bank of England, gloomily shared before, at the hotel for more beach time or at
that “the time line for economic recovery is by no Disney before hitting the rides one last time.
means certain”. Great, another obvious statement. I mention these because they are free in cost
But what is sure is that last year’s consumer and in hassle to the customer. It could be the
behaviour predictor is now playing out, and difference between a “nice” break, and the one
that attention to detail is the key to success. that leaves dad trying to remember his office
Consumers are nervously, but doggedly, holding address on the first day back.
on to the two-week break. We have one shot to Each destination has its own stress busters
confirm that they made the right decision. That too. The Caribbean still offers the peace
way they’ll make the same one next year. of mind of the all-inclusive model,
As the first quarter of the much-dreaded currently seeing an unsurprising
recession ends, let’s recap: we know they resurgence in popularity. But selected
are hanging on to the annual break for island resorts have tiny initiatives with
dear life, that they are shopping around, huge relaxation gain.
that the booking window isn’t visible Consider the hotel arrival and regis-
without a magnifying glass, and that tration process. Would you rather queue,
value-added is finally having its day in fumble for credit card, sit on suitcase in
the sun. reception and search for a pen to fill out
The analogy of a TV unplugged a form, or collect a registration form,
or on standby is a good one to slurp a welcome drink and head off to
illustrate the elevated importance your room to fill it in? After all, where’s
of the detail in a holiday package. anyone going if they’ve just arrived on a
Unplugged means it’s receiving pre-paid holiday? It’s a simple touch,
no interference, while on standby risk-free and it delivers another sprinkle
energy is still be used up. of switch-off dust.
So for the holidaymaker, what are the So, is it the butler service in Mauritius,
the small things in an itinerary that helps them the speed boat transfer in Thailand or the
“switch off”? After value, variety and a tan, bottled water free and ready to gulp in the
how do we offer the unwieldy benefits of clear room? Thinking caps at the ready, it’s all
head space, minimal organisation and no already there. We just need to revisit our
Anneka Rice-like logistical challenges? own (nice) small print and shout about it.
First port of call are the hidden gems in all
of our own products. For example, our twilight, Amanda Wills is managing director
check-in chill-out, and Disney downtown check- of Virgin Holidays
14 10.07.2009
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