NEWS THE INTERVIEW Premier
Premier Holidays has seen bookings to Jersey spike 200% across February and March. Marketing executive Jessica
ŭ
Wildman noted a “definite increase” in consumer confidence since the island announced the opening of its borders. She also pointed to
“unheard-of special offers and enhanced deals” at hotels to help switch-sell customers who would usually book a European holiday to Jersey, which she noted is “the sunniest spot in the British Isles”. Wildman said Jersey
“There is really good coverage throughout the UK. The range of airlines shows confidence in Jersey as a destination. Jersey has been put on the map and we’re keen to leverage that and reach new audiences.” The tourist board is analysing
potential markets by behaviours and interests, rather than just age and lifestyle. Its research will provide insights
about how wider consumer trends could translate into interest in attractions on the island, spanning cuisine, history, heritage, family adventures, luxury, nature and outdoor offerings.
“Coming out of Covid, we are
all re-evaluating priorities – there will be a rise in more-considerate consumerism,” she said. “Jersey can harness that. “We also missed celebrations over the past year – major birthdays and anniversaries.” Burns noted “the period between
booking and travelling is narrowing” adding: “We need to be ready for that.”
Consumer perceptions The tourist board is also seeking to broaden perceptions of what Jersey has to offer. The island is renowned for its sandy beaches, cuisine, festivals and Second World War sites, but
JERSEY JOTTINGS
O Jersey is a Crown Dependency; it is part of the British Isles but has some of its own laws.
O It is in the Common Travel Area, so British visitors aren’t required to complete the UK government’s Travel Declaration Form.
OFlights take about an hour, with links from 23 UK airports. OFerry crossings are available from Portsmouth and Poole. OThe currency is sterling but the island has its own Jersey pound.
Burns said TV shows such as ITV’s The Real Housewives of Jersey had helped to give consumers a different perspective. She also pointed to an audio-
visual Jersey-based project curated by music festival Camp Bestival and DJ Rob da Bank. Launched by ArtHouse Jersey
in March, the Roaming Soundtrack features music that can be heard by scanning a QR code at listening posts at sites around the island. “We also have nature, historic
buildings, castles and prehistoric tombs – the island really packs a big punch,” she said.
was an “appealing choice” for cyclists, walkers and those looking for “a blast of fresh sea air”, noting other activities include a plethora of watersports, glamping at Durrell Zoo, yoga, electric bike hire and Ice Age walking tours. The operator reported
a 30% increase in booking revenue, with a rise in demand for four and five-star properties. Most Channel Islands
breaks are for seven nights, but Premier Holidays said shorter breaks had grown in popularity this year, largely driven by “tactical offers”.
ISLAND’S COVID RULES
The island will reopen to British travellers from Monday, April 26. Red, amber and green classifications will be reintroduced for arrivals
from the UK and other Crown Dependencies. Visitors will have to provide their travel history in advance,
and take free PCR tests on arrival and on days five and 10. Jersey’s tourism sector has created a Visit Safe
Charter to safeguard visitors’ wellbeing in hotels, restaurants, guesthouses, bars and visitor attractions.
travelweekly.co.uk
22 APRIL 2021
11
PICTURES: Visit Jersey/Max Burnett; Andy Le Gresley
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