Pontin’s has taught travel a lesson: you reap what you sow
IT’S NEVER satisfying to see the demise of a once- great British brand, but the collapse of Pontin’s offers a lesson for just about everyone in travel. The sorry state of the holiday parks business – laid bare in our analysis on page six of this week’s TTG– is in stark contrast to the inexorable rise of Bourne Leisure brands Butlins and Haven, the most comparable rival products in the UK. The difference with Pontin’s seems clear.
Investment – or the lack thereof. Butlins in particular offers a parable of what can be achieved with a traditional brand if it continues to reinvent itself every year, the recent announcements of another hotel in Bognor Regis and a new celebrity chef-run restaurant offering a case in point. It’s not easy for any business to splash out its
income, particularly when it has been battling so hard for every sale during the downturn. But even modest investments can make a differ-
ence, be they a lick of paint to bedrooms, additional cleaning staff or decent food – basics which should form the basis of any holiday accommodation, whatever end of the market it is at. Investment was also a popular theme at World
Travel Market Business Day, where businesses were reminded they will always find it hard to grow unless they invest in marketing to acquire new customers. Delegates were told how investing, rather than slashing prices, can also emphasise value and service to the customer – two things that can make a real difference, and two of the principle com- mitments of TTG’s Trust in Travel Agents campaign. With the upswing in domestic holidays, and with no other clear competitor for Bourne, the opportu- nity for Pontin’s from a new owner that can put the right investment into it is clear, as is apparent from the wealth of interest the admin- istrators are receiving in the business. The irony is that previous own-
ers Ocean Parcs had recognised the importance too, with a
redevelopment of the chain which kicked off last year. Too little, too late for them – but for a wealthy investor it could prove a winning position from which to build up a once-great British brand again.
Daniel Pearce Editor
dpearce@ttglive.com
02 19.11.2010
news Carl’s Jamaica win is the real deal
Real Deals Travel agent Carl Hamilton from Manchester is presented with a holiday to Jamaica by Lyndsey Crump, from Lime Management, as part of British Airways’ Caribbean booking incentive. The airline teamed up with the Caribbean Tourism Organisation to offer four winners one of 12 prizes, all including Club World flights. Lime handles tour operator bookings for BA.
Hays conference. Turning the tables p10 Agents at Hays Travel’s conference in Barcelona heard how its group of independent agents has seen sales grow by 24% in a year that has bucked the market trend
The Caribbean. Keeping the faith p12 A recent
ttglive.com survey revealed agents still believe in the Caribbean as a destination for the year ahead, despite the damage inflicted on it by APD
WTM.
Back to basics p16 Traditional travel and tourism issues such as financial protection, brochures and career prospects went under the microscope at last week’s exhibition in east London
www.twitter.com/danielpearce
Simon Calder’s Travels Through Travel. The runway runaround p20 How airlines get spaces to fly from UK airports, and how agents can help their customers by knowing about the process
Operators.
Dabbling in Abu Dhabi p22 A specialist operator to Abu Dhabi has been set up to take advantage of the destination’s growing profile
Carnival Splendor. Counting the cost p24 A fire that crippled Carnival Splendor and left it stranded for three days with 3,299 passengers onboard looks set to cost Carnival Cruise Lines $56m
APD.
A risky business p26 Emirates is looking to grow in the UK, but says the government risks jeopardising its aviation market by pushing through more tax rises
REGULARS.
City & finance p14 Comment p20 Operators p22 Cruise p24 Air p26 Letters p30
this week
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