CONVENTION
Economic clouds ‘could impact peaks marketing’
F
ears are growing that the soaring cost of living and political uncertainty in the UK will depress the travel
market, forcing suppliers to cut back on their peaks marketing plans. Increasingly gloomy news about
market turmoil, rising mortgage payments and a weak pound have made the trade less optimistic about sales during the coming winter, delegates were told. Ben Bouldin, Royal Caribbean
International vice-president for the EMEA region, said the cruise line had seen “a really good 2022” and had “felt optimistic through July and August about the coming months”. But he said: “That has not really played out.” Bouldin said he was uncertain
whether Royal would spend as much as normal on marketing in the peak ‘wave’ period because consumers may be concerned about buying holidays when budgets are squeezed. However, he added: “Vacations
are usually the last thing to drop off the list of things people will buy.” He suggested the peaks period in late December and early January “will
From left: Ben Bouldin, Chris Wright, Giles Hawke and Lucy Huxley
see more digital spend and not so many brands with TV ads on Boxing Day”, adding: “I hope I am wrong; I hope brands do have confidence.” Bouldin said the cruise line was
unlikely to introduce surcharges to cover rising costs because its average selling price had risen in 2022. But he warned: “There will be
a chase to the bottom if a brand gets nervous about filling capacity. Then you may see surcharges. The challenge is to hold our nerve.” Sunvil Group managing director Chris Wright forecast the operator’s
Over 60% of Brits plan to travel abroad in next year – Abta poll
More than six in 10 Britons plan to take an oveseas holiday in the next 12 months, according to research released by Abta. Its Holiday Habits 2022 report found 61% of the 2,000 respondents aim to travel abroad in 2023 and holidays remain a priority, despite increasing pressures on household finances.
travelweekly.co.uk
peak period would be “a lot flatter” and would see reduced spending on marketing compared to 2019. However, he said: “If we see
demand, we can throw more at it.” Cosmos Tours chief executive
Giles Hawke said his firm’s peaks marketing campaign would “dial up” features such as “inclusions, value, security, safety and being looked after”. He argued: “Price is important
but not a key driver for customers. They want to make sure what is included when they book.”
‘Target queenagers – women
making 95% of spend decisions’ Travel marketers were urged to target ‘queenagers’, as midlife women make 95% of spending decisions yet “feel invisible”. Eleanor Mills, founder of platform Noon, which targets women in midlife, told delegates that queenagers are aged about 45 to 65 and are “coming into their prime”.
Morocco reveals 70% recovery in tourism this year against 2019
Morocco, host country for The Travel Convention, reported its tourism sector recovering to 70% of 2019 levels this year. Adel El Fakir, chief executive of the Moroccan National Tourism Office, said agreements signed with carriers such as Ryanair and easyJet were the “guarantee of a strong increase in capacity”.
20 OCTOBER 2022 13
NEWS
The Travel Convention 2022: Abta hosted its first overseas convention for three years last week. Over the next six pages, Lucy Huxley, Ian Taylor and Samantha Mayling report from Marrakech
Workplace expert says today’s hybrid staff crave ‘clarity’
An expert on workplace trends urged travel bosses to give their staff “clarity” to help them navigate the post-pandemic world of hybrid and remote working practices. Christine Armstrong, founder
of Armstrong & Partners, told Travel Convention delegates the pandemic had left many employees “burnt out and overwhelmed”. “Talent has gone guerrilla,” she
said, referring to the struggle to retain staff, amid demands for pay rises and flexible working. “There are lots of people feeling
invisible and unseen. They’re not part of their organisation.” Armstrong said staff want clarity
on their priorities as they “worry about not doing the right thing” with new work practices. She urged delegates to be “a
better boss” by having a short one- to-one with employees each week.
Christine Armstrong
PICTURES: Arif Gardner/AG Studios
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