TTG Intelligence
Most indie agents expect a 2012 domestic boost
The Queen’s Diamond Jubilee looks set to drive up demand for domestic travel say agents, but the impact of the Olympics remains less clear cut. Patrick Whyte reports on these events
I
ndependent agents are positive they can benefit from a boost in domestic tourism this year.
Exclusive research by Tipto for media partnerTTGrevealed that 70% of its agents are aiming to sell more domestic holidays this year on the back of the government’s marketing push. Agents appear to be most excited about the impact of the Queen’s Diamond Jubilee, with 43% believing that it will help drive up sales for domestic holidays. “We’ve got a couple of Jubilee trips in the window at the moment and I think they will sell well,” said Jennie Walters, a travel consultant at Chester
Databox 20%
THINK THE OLYMPICS WILL BOOST SALES OF DOMESTIC HOLIDAYS
20 01.03.2012
Travel Connection. “There are quite a lot of UK coach trips to go down and watch the parades. People will love them, especially the elderly,” she added. However, according to the survey, agents are less positive about the effect the Olympics will have on the domestic tourism industry. Opinion remains split on the Games, with some saying it will boost sales for holidays abroad (28%), while others believe it will boost the “staycation” trend (20%). Walters said: “I think that there will be a lot of people coming into the country, but I don’t think there will be a
huge exodus out of the UK.” However, Marie Rayner, a homeworker at Travel Counsellors, said the threat of terrorism and high prices in London could put people off travelling to the capital. “A lot of people will want to stay for the Jubilee, but with the Olympics people will want to go away,” she said.
Despite 2012 being a major year for the UK, typically agents find that it is easier to sell overseas breaks than domestic holidays, largely because of the unpredictable British climate, Rayner said.
“It can be hard to sell the UK, but it is not impossible. It depends
on what the summer is going to be like. At the moment, I haven’t had people asking for UK holidays. People are asking for Spain and Tenerife,” she added.
Bypassing agents However, the biggest challenge agents face with selling domestic holidays is that people tend to book these direct. Seventy per cent said this was the major stumbling block and 19% said that they found it more difficult selling domestic holidays because of the lack of demand. “We have no problem in selling coach trips, but if it is something like a cottage, then people tend to go online,” Walters said. The survey also revealed that most agents who promote holidays in the UK use other methods, such as posters and traditional collateral in the office (57%).
■Check out our Jubilee and Olympics feature, p41-42
First Floor, Merlin House, 20 Belmont Terrace, London W4 5UG T: +44 (0) 208 742 4073 W:
tipto.co.uk
Top-selling domestic products
■ Coach – 22% ■ Holiday park – 19% ■ London – 15% ■ Theatre – 15% ■ Accommodation – 14% ■ City-breaks – 4%
Biggest challenges selling domestic holidays
Customers book them directly – 70% Lack of customer interest – 19% Low commission rate – 4%
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