ASPIRE BRUNCH CLUB
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FAMILY HOLIDAY EXPERTS DISCUSS SAFETY CONCERNS, INTERCONNECTING ROOMS, PERSONALISATION TRENDS AND KNOWING THE CLIENT’S BRIEF. JENNIFER MORRIS REPORTS FROM MARCH’S BRUNCH CLUB
FAMILY BOOKINGS SHOW A BIG SHIFT
This year has seen a “massive shift” in the countries that families travel to due to many traditional destinations being perceived by clients as unsafe. Amanda Matthews, managing
director at Designer Travel, said: “We’ve 100% seen a massive shift in our business for families in January and February. “We have a really big Turkey
five-star high-end luxury all-inclusive market and that has been decimated. Our Turkey business is 30%-40% down and Greece was down but has come back in the last couple of months. “Families want to look forward to a holiday; they don’t want safety in the back of their mind before they’re even on holiday.” Matthews said her agency had
this year seen a big increase in families travelling long-haul. Miranda Cresswell, director of global brand marketing and communications at Onefinestay, said the homes-accommodation provider saw a shift in behaviour for Paris late last year following the November terrorist attacks. “It was primarily American
guests, who tend to be a bit more conservative,” she said. “The great thing about the cities that we’re in is they are so iconic - the lure of Paris comes back very quickly.” Matthews added that the shift to
alternative destinations had meant some of her clients had had to “untick some of their boxes” when it comes to facilities. “There’s very little comparison of product across the places the clients deem to be the right places to travel,” she said. “They have had to untick some
of their boxes and compromise on things they have taken for granted for a number of years in those other hotels.”
Miranda Cresswell
Luxury clients are increasingly looking for a combination of independence and service. Onefinestay’s Miranda Cresswell said
in the company’s early days it saw its role as primarily to make sure all of the homes were “fully vetted” to ensure the provision of things like toiletries and bed linen. “We’re somewhat of a blend now,”
she said. “I think the mainstreaming of the homestay idea is meaning people are coming to us for more of a full service – they want to pick and choose their level of personalisation. “Of course we can do a food run and
Amanda Matthews
arrange for you to be picked up from the airport. And while a home doesn’t have the on-site amenities [of a hotel], the restaurant is the incredible Italian place right next to your house where they’ll treat you like a local. In that way the city provides the amenities.”
HOMESTAY CLIENTS ‘NOW SEEK PERSONALISATION’
aspire june 2016 — 35
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