According to a recent TravelMole article,
British travel agents are reporting ‘exceptional’ days of trading so
far this month. Some say forward bookings are up as much as ‘30-50
percent’ over the same period last year and that a third of summer
holidays currently being offered in 2015 will be sold during January and
February.
Based on early indications the most
popular long haul destinations are within the Caribbean and in
particular – Costa Rica, Mexico, Cuba and the Dominican Republic. Others
far flung choices include Mauritius and the Maldives.
On the downside, the Association of
British Travel Agents (ABTA) reported that short haul holidays are being
boosted by the low value of the Euro against Sterling, making the
Mediterranean much more affordable.
But conversely, the abolition of the
dreaded Air Passenger Tax (APD) for children below 12 years is driving
demand for destinations further afield. There is also a continuing trend
for travellers booking further in advance. As a former tour operator
for 12 years, I can tell you just how helpful that is in the overall
scheme of things.
And especially, bearing in mind the new
Barbados Tourism Marketing Inc (BTMI) quoted intent to attract a higher
percentage of younger people to our shores, this early booking trend is
being led by them – with 51 per cent of 15-24 years and 44 per cent
25-34 year olds choosing their holiday earlier in 2014. There is every
indication these percentages will rise this year.
If we are ever going to maximise the use
of marketing dollars, researched information like this is critical to
achieving best results. Each year ABTA publishes a consumer report that
reflects any trends that will help its members exactly how they are
going to drive additional business and hopefully retain existing
clientele. Bearing in mind it is based on a representative UK sample and
in the particular case of the 2014 report, 2008 consumers took part.
Among some of the findings were: Package
holidays continue to grow in popularity with just over half (51 per
cent) of the population booking an overseas package holiday last year.
Of all overseas holidays offered in the
UK, 20 percent were booked with a ‘High Street’ travel agent, 25 per
cent with a travel agent online, 21 per cent directly with a tour
operator and by far the single largest percentage 34 per cent, directly
with the service providers (airline and/or hotel).
While fully understanding the desire or
even need to attract a younger demographic, our tourism policy planners
might like to read another conclusion in this report. ‘Younger holidaymakers are the most eager
to try new destinations with almost half (49 per cent) saying this is
quite likely. ‘Meanwhile older consumers are more conservative – over
half (56 per cent) of over 65 years and (51 per cent) of 55-64 year olds
said they would definitely not or would be unlikely to visit a country
they had never been to’. It’s a very fine balancing act.
