p18 ops Feb26 23/2/10 15:15 Page 18
Operators
Rupert Murray
020 7921 8010
rmurray@ttglive.com
For the latest operator and supplier news, visit ttglive.com/operators
Superbreak sales
to home. But he admitted that customers were
continuing to look for deals, which meant
revenue had not grown as quickly as passenger
numbers, although the gap has closed as hotel
march on by 26%
prices have begun to harden.
“Last year was a pretty good one,” added
Mounser. “Our experience is that customers still
want to take breaks, but they want a good deal.
Rob Gill.
between May 2009 and January 2010, compared “It doesn’t seem that people are trading down or
THE NUMBER of UK break sales through agents with the previous year. Revenue increased by going for shorter durations.”
has risen by more than a quarter, and revenue is 19% over the same period. London continues to be the operator’s star
also on the rise, according to Superbreak. Sales director Ian Mounser said many people performer, with Edinburgh and York also selling
The company reported a 26% growth in opted to take breaks in the UK last year because well.
bookings for UK breaks booked through agents of the strong euro and a desire to stay closer Superbreak has been achieving an average
selling price of £390 per booking for London
breaks compared with £260 for the rest of the
UK, based on a two-night break for two people.
Mounser said agents were renewing their
focus on UK breaks, and were adding elements
such as attraction and theatre tickets, as well as
transport, to bookings.
About half of Superbreak’s bookings through
agents now include extra elements, compared
with about a third of sales two years ago.
“Most retail groups, such as The Co-operative
Travel, Tui and Thomas Cook, are setting their
stalls out to give the UK a good crack,” he added.
But lead-in times continue to fall, with 70% of
bookings for travel within six weeks, compared
with 60% in 2008 and about 50% five years ago.
Mounser predicted a double-digit percentage
increase in sales for 2010, but admitted booking
values were harder to forecast because of the
uncertainty created by events such as the
general election and football World Cup.
Operator adds
Berkshire will feature actors playing characters tomers do not find out which hotel they are stay-
from the TV comedy. ing at until they have booked, has been extended
Sales director Ian Mounser said: “We always to 260 hotels. The deal gives customers savings
98 properties
try to come up with slightly different things of up to 30%.
that agents can latch on to. We already The operator will also offer coach tickets for
have murder mys- the first time, following
SUPERBREAK has introduced 98 hotels to its UK tery and Fawlty a tie-up with National
Breaks and Highlife brochures, as well as extras Towers breaks.” Express.
such as coach travel, Father Ted-themed breaks Superbreak has Prices in the UK
and free dinner deals. also expanded the Breaks brochure start at
The 98 properties, which include the four-star number of hotels £27 per person a night
Pestana Chelsea Bridge Hotel in London and including one free at the three-star Old
Cornwall Hotel Spa & Estate in St Austell, take the dinner in the price of Trafford Lodge in Man-
number of UK hotels offered by Superbreak to packages to 505 of chester.
2,294. the properties. Highlife prices start at
Also new to the programmes are hotels under The Supersaver £20 per person a night at
the Park Inn, Radisson Blu and Travelodge brands. Mystery Hotels pro- the three-star Jorvik
The Father Ted tribute breaks in Torquay and motion, where cus- Hotel in York.
18 26.02.2010
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