TTG Features UK & Ireland
Olympic events will be happening across the capital
landscape, with the Queen’s Diamond Jubilee also expected to help. “I definitely think there is patriotism in the UK market at the moment. That feel-good effect could go back to the Royal Wedding.” With no London product, Bourne
Leisure is not expecting a specific Games boom. It has seen a spike in web searches on its two properties in Dorset, which are within reach of the Olympic sailing events but these have yet to translate into bookings. Lambert says the company’s active breaks could perhaps see some
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positive effect from the greater interest in healthy living, which often follows the Olympics. He is unconcerned about a possible July and August slump if people stay home to watch the Olympics on TV or nearby big screens: “Bookings for the summer are robust, we’re confident about sales so far.”
Domestic investment Bourne Leisure, Superbreak, Hoseasons and Shearings are among operators behind the government’s “Holidays at Home are Great” campaign to encourage domestic tourism during
HOW HAS THE OLYMPICS AFFECTED DIFFERENT PARTS OF YOUR BUSINESS? We can’t make obvious references to the Olympics as we’re not a major sponsor, but we are still getting in the spirit of the Olympic year and want to make the most of the opportunity it will bring for all of us. We haven’t seen an increase in sales of our London apartments for the Olympics – the current pricing is fairly high and is more geared towards inbound tourism rather than domestic bookings.
ZENA CALDERBANK head of sales for Tipto member Hoseasons
WHAT’S NEW WITH YOUR GO ACTIVE BREAKS? We have a new Go Juniors programme aimed at 3-7 year olds, as well as the Goathlon programme with multiple activities and prizes. All of the ‘Go’ breaks will feature an Olympic theme. As a partner to the government campaign Change4Life, we have also linked into Games4Life.
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the Jubilee and Olympics year. Led by VisitEngland, it highlights deals worth at least 20.12% off attractions, hotels and holidays, with a star-studded TV advert launching on March 8. The campaign has angered some outbound operators but Superbreak’s Balmforth believes the two markets should not be viewed as conflicting: “I don’t think the UK is a replacement for your summer holiday abroad.” Bourne Leisure’s Lambert says the campaign should be applauded, adding: “Travel agents tell us that their customers change their destinations
WHERE’S YOUR OWN FAVOURITE PLACE TO HOLIDAY IN THE UK? I’ve just returned from a Go Active Break in Piperdam, Dundee. It was absolutely brilliant, we planned and booked all our activities before we arrived. I loved quad biking but was also very thankful for some R&R in the hot tub and steam room afterwards!
WHAT DOES BEING A TIPTO MEMBER MEAN? It means we get direct contact with independent travel agents, who really want to spend time learning about our products and are interested in how
VisitEngland’s campaign features Dame Judi Dench
from year-to-year – they’ll do Turkey or Egypt one year, then next year the UK if they’ve got a young family and some will take multiple trips.” A spokesperson for VisitEngland said the idea was not to detract from overseas breaks but to maximise the benefits from an unprecedented series of one-off events – the Torch Relay, Olympics and Paralympics, the Cultural Olympiad and Diamond Jubilee. “What the campaign is doing is highlighting the fantastic things we can do in the UK in 2012. These events are unique to this country this year.”
they can increase sales. The Tipto workshops give agents the necessary tools to sell our products through fast-paced engaging presentations.
HOW DO YOU SUPPORT AND REWARD TIPTO AGENTS? Exclusive incentives, competitions and prize draws. Until March 12 we’re running a “10 Exciting Weeks, 10 Fabulous Luxury Prizes” booking incentive, with prizes from a £150 dinner for two to four adult Alton Towers tickets. We will be at the next Tipto workshop in Belfast on March 14.
Quad biking on the Go Active Break in Piperdam, Dundee
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