01 July 2009

Travelmole Guest Comment: Lowdown on the lates market from Expedia

Cameron Jones from Expedia Affiliate Network looks at the state of play in the ‘lates’ market

"As we head into the official summer season, there are still a large number of consumers who have yet to book their summer holiday. Over the past decade we have all experienced the trend for later and later holiday bookings and 2009 is set to be no different.

As consumers take longer to consider their holiday options the appetite for later bookings grows and it becomes vital that the trade is equipped with all the tools it needs to be able to make the most of these sales opportunities.

Those agents that keep on top of the trends, including which destinations are offing good value and availability, and who monitor where the best deals can be found, will be the ones that benefit most in this competitive market.

For summer ‘09 the US is back in vogue with the weakening dollar and good deals enticing holidaymakers. For example, 7 nights in Orlando currently costs from £600 per person, which includes a 45% saving on hotel accommodation.

The fastest growing long-haul destinations for late bookings include Thailand, Malaysia and Australia - perhaps a reflection of the fantastic flight deals out there, as well as the fact that customers are looking for destinations where their holiday spend goes further.

Closer to home in Europe, Italy, and particularly the Amalfi Coast, is one of our top destinations for late bookings. We have also seen a resurgence in late bookings to Spain which, alongside Malta, represents a great value destination. Prices for 7 nights in Mallorca start from under £250 pp for travel in July, whilst 7 night trips to Malta at the same time start from around £270pp.

Success in the lates market hinges on the ability to be flexible in what you can offer. We are seeing consumer habits change as they look to move away from the traditional one or two week holiday and consider five or 10 day breaks as an alternative. They may even opt to drop a hotel star rating, or choose a hotel outside of the city centre to make their holiday better value. An agent that can offer choice, flexibility and the opportunity to tailor make holidays will definitely have the upper hand.

Flexibility is one of the key merits of Expedia’s Travel Agents Affiliate Programme (TAAP). Agents signed up to the programme can easily offer bespoke holidays, as they have access to the total Expedia product offering which has hundreds of thousands of flight, hotel, car hire and destination activities combinations, that can be created at the click of a button. By using TAAP, agents will also earn commission on all bookings made (excluding flight only).

I would also advise agents to keep on top of the movements in the exchange rate as they can then advise customers on where their holiday budget will go the furthest. Often the best value can be found by paying a little more to travel further afield and then saving on the costs whilst away. Customers will be grateful for these tips when they unpack their bags and relax into their holiday."

Cameron Jones, director of EMEA business development and branded affiliates, responsible for Expedia’s Travel Agents Affiliate Programme. For more information go to www.expedia.co.uk