news comment
ttglive.com
“In Dartmouth, Brighton, Whitby, London or the Lake District you will see tourists dressed for the experience”
S
Graham Balmforth Superbreak
taycation may be a relatively new word in the Oxford Dictionary, but does the UK domestic market get the press it deserves? How many of us
have heard friends or relatives on a day in the countryside or on a coastal path looking out to sea, turn around and say: “If it wasn’t for the weather, you wouldn’t holiday anywhere else would you?” But is the weather really the Holy Grail
when it comes to holidaying in our green and pleasant land?
The domestic market was given an unexpected boost by the economic downturn with double digit growth since 2008, the year before the recession kicked in. Have all these travellers and holidaymakers been influenced by their vitamin D intake from the sun? The UK provides such a diversity of choice in the same way the outbound market is naturally segmented into long-haul, cruise, self catering, all-inclusive and so on; so too the UK can boast cottages, coaching, parks, boating, hotel short breaks, rail, timeshare... I could go on. And are travel agents promoting this choice?
In my opinion many are, and they will be recog- nised for this at this year’s Brit Awards at Alvaston Hall in Cheshire on June 12, but there are many more who could benefit. By segmenting the domestic market, agents can focus on selling what they believe will sell from their catchment. No one pretends that all segments have the same growth prospects, so it’s important agents decide where they feel the potential is greatest. For example, the “silver surfers” and “empty Nesters” – these may be customers who usually
18 11.03.2011
take a cruise or long-haul holiday, but where do they book their coach tour or theatre break? And what about that family summer sun booking for August – what is this customer doing at Easter? A lodge break perhaps? In these times of increasing focus on data- base marketing and social media, customers’ lifetime value and retention by agents is key to future success, and becoming the local UK specialist could show a good return. We need to get over the idea that a holiday in the UK is an alternative to our main holiday abroad. I see it as an additional, sometimes impulse purchase that can become an annual or seasonal event. But don’t take my word for it, travel to places such as Dartmouth, Brighton, Whitby, London or the Lake District and you will see families, couples old and young dressed for the experience – rambling, searching through rock pools, sat in hot tubs. If it’s fine, then wearing shorts and t-shirts, if it’s not, then donning water proofs and sweaters – and loving every minute of it! Hoteliers, tourism bodies, attractions,
operators and agents all need to make choices regarding who they work with to maximise their sales, because the market is out there and we must all work hard to grab a slice of the action. So, the next time a customer talks of the UK weather and getting away, tell them not to blame it on the sunshine... just step out and reclaim the UK boogie!
Graham Balmforth is national sales manager at Superbreak
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