p34-35 Know Feature Feb19 16/2/10 15:58 Page 35
ttglive.com
world cup knowledge
P
eople won’t generally commit to Lesser national interest in football also
going away during the World helps. “I was in New York once when
Cup, warns Tim Brookes-Parry, Scotland were playing a key qualifying
proprietor of Apex Travel in match and all we could find were bars
Prestatyn, north Wales. showing baseball,” says Comrie.
“What we have tried to do is be a bit
creative and channel people down certain Football and family
roads to travel at that time, split into lads Brookes-Parry’s family divides along stereo-
and lasses,” he says. typical lines over the World Cup. He is
The agency books male groups on three lucky enough to be heading to South Africa
to five-night breaks to lively Spanish with key corporate clients to see the
resorts with sports bars, such as Benidorm, England matches, while his son has booked
Magaluf and Porta Banus. Meanwhile for to Magaluf for the final. Meanwhile his
the “WAGs” (wives and girlfriends) it offers wife is holidaying in Dubai with female
pampering escapes. “We do golf tours so friends. “She is quite adamant she doesn’t
we’re quite used to doing lonesome wives want anything to do with it,” he says.
trips,” says Brookes-Parry. “We’ve got three But with school holidays clashing with
or four spa venues we use which are the tournament, some family travels are
“We get a lot of men
about an hour-and-a-half’s drive away less happily solved. “We get a lot of men
in Shropshire and Cheshire.” coming in to book saying ‘it’s got to be mid coming in saying ‘mid
June and somewhere with a TV’ and the
Pre-emptive strike
June and somewhere
wife doesn’t realise what they’re trying to
The agency usually receives do,” says Brookes-Parry. “We have to be with a TV’ – we have
plenty of short-break enquiries marriage guidance counsellors sometimes!”
to be marriage
from football fans but for Comrie has seen the battle of the sexes
the World Cup avoiders solved in a more unusual manner. “There’s guidance counsellors
Brookes-Parry says he has demand where the boys are taking time off
sometimes!”
to be more proactive and to watch the World Cup at home but the
make good use of his girls still want to go away with the kids – Tim Brookes-Parry
databases. “We have to doing their normal holiday but giving dad
put it together to make it the option.” In such cases he recommends books country houses in the UK for families
appeal,” he says. quieter spots where women and children and groups of friends. “It’s good for them to
Scotland failing to won’t feel uncomfortable on their own, make something of the moment,” says
qualify hasn’t dampened such as the sleepier Greek islands or managing partner Kristina Hulme. “They’ve
enthusiasm for the World Mediterranean fishing villages. got Sky and can all be together. I arrange
Cup north of the border, spa treatments and trips out for those in the
according to Dunblane- Scoring with satellite group who want them.”
based travel counsellor Travel By Design in Cheshire treats the She adds: “I’ve been looking at organis-
James Comrie. World Cup as an opportunity and takes a ing things for the World Cup widows,
In conjunction with head home-and-away approach. It offers large thinking what we can do for them, such as
office, Comrie will be running villas abroad with Sky access, but also daytrips to London.”
an e-shot in March or April “just Hulme has tactics to encourage bookings:
to make people realise they don’t “It’s gathering these people and saying
have to not go on holiday”.
KICK OFF: TOP TIPS
‘have you got any plans for the World Cup?
Comrie adds: “If they travel as a If you leave it too late it might be a pie and
family, people want to have their typical
■ Be proactive: some clients may only associate the
a pint down the road.’”
World Cup with their own front room
holiday but have access to a big screen to Brookes-Parry has also spotted a chance
■ Stress tighter availability in July and August because
watch it.” But he’s also tuned in to those
of post-footie demand
to score commission from those staying
wanting to avoid the whole rigmarole: “If closer to home. BSkyB this month pre-■ For football fans suggest a Mediterranean hotspot or
you’re not a football fan you wouldn’t go
group villa booking for that party atmosphere
miered 3D football with key matches now
to the main holiday resorts because there’s
■ For World Cup avoidance think awkward time zones,
showing in the format in certain UK city
non-footballing nations, villas and cruises
no way to avoid it. In the major Mediter- pubs. “We’ve actually had people come in
■ Know which accommodation has Sky TV
ranean resorts in June or July, you’re never and say that for certain England games
■ Market “WAGs” holidays, spa and city breaks
going to be far away from several venues they want to go to Manchester so they can■ Book treats for those non-footie lovers holidaying
with big screens.”
with die-hard fans
go to O’Sheas to watch the match in 3D,”
Comrie suggests such customers book a
■ Be diplomatic: if dad starts talking flatscreens don’t be
he says. “I hear it’s superb. It could be the
the first to mention the World Cup!
cruise or a villa, or consider the Caribbean shape of things to come.”
■ Look into 3D football screenings
or Florida. “The time difference between
in the UK
them and South Africa means it will be ■ What are your World Cup tactics?
shown at awkward times,” he points out. Email us at
ttgletters@ttglive.com
19.02.2010 35
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