search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
NEWS


I’ve just returned from a family holiday in France, where we camped and visited friends


who moved there 20 years ago. Leisurely morning breakfasts, walks and cycle


*LOHV +DZNH CHIEF EXECUTIVE, COSMOS


Highlight holidays’ restorative powers to secure next booking


rides, long lunches, aſternoons on the beach, and wrestling with the Atlantic Ocean’s boisterous waves, followed by a couple of early evening drinks and a delicious but simple dinner each day, meant relaxation was a key part of the break. Having children aged between 11 and 15 years


old, it was also helpful for us to have almost no phone reception, making Snapchat and Instagram almost inaccessible. We talked, played cards and Bananagrams, and reconnected with each other. It sounds idyllic and, quite frankly, it was! It also made me realise how important our


industry is. We give couples, families and friends the chance to reconnect, spend time together, have fun, and stop thinking about their day-to-day concerns. Tey can focus on the here and now and enjoy what is happening in the moment.


(PRWLRQDO EHQHƉWV Te travel industry needs to work on focusing on holidays’ restorative and emotional benefits, rather than their price. Tis is the time of year when many people will be returning to work and school aſter having had some fantastic holiday experiences. Aſter a few days or weeks away from the


humdrum of ordinary life, they may be feeling a bit blue about going back to reality. But they will still be reflecting on the great time they have had and how restored, refreshed and reconnected they feel. Tis warm, post-holiday glow lasts different lengths of time for different people. For most, it


lasts a litle while aſter they get back, so this should be the ideal time to tap into that glow and get them thinking about their next trip. At the end of most holidays, most people won’t be thinking about the money they have spent, but about how they feel and how to recapture that feeling.


+ROLGD\ WULJƐHUV We have all heard that British consumers now regard a holiday as a necessity rather than a luxury. Tere are many great marketing professionals who will know how to do this far beter than I can, but understanding why they think this and tapping our messages into their needs has to be our opportunity to really make a difference in persuading people to book early and start geting excited about their next dose of restoration and recuperation – and to maintain that warm glow until they next go away. For example, my family has begun to focus more


on what we want to do while on holiday and then choosing the destination, rather than saying: “Let’s go to…” Even though I work in the industry, I’m oſten looking for inspiration – I have to admit we have returned to the same ski resort for the past 10 years (and the same apartment for nine of those). Good travel professionals will therefore be


encouraging customers to book their next trips as soon as they return, by listening to what they really enjoyed, what triggers their holidays pulled and what they might want to do next. Suggest the right experience at the right price and you will secure your next booking.


Read more columns by Giles Hawke: go.travelweekly.co.uk/comment


20


19 SEPTEMBER 2019


travelweekly.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96