Travel moves away from ââ¬Åâœvolume-greedy dynamicsââ¬~

 

 

An indication of a positive peak January booking period has been provided by figures for the final month of 2009.

 

Data from research organisation GfK Ascent shows bookings for December up by eight per cent on the same month in 2008.

 

The cold weather in the latter half of the month may have helped trigger interest in travel bookings.

 

The company said that the travel sector had seen growth in five of the last six months, with a positive December making for three consecutive months of growth.

 

"Expectations are high as we move into the major selling period," GfK Ascent said.

 

It described the industry as being in a "surprisingly good position" even though cumulative passenger numbers are down by six per cent because they are providing one per cent more revenue than the previous year.

 

"The industry has certainly changed from the volume-greedy dynamics of the of the behaviour that forced industry consolidation in the 2000s."

 

January booking data is expected to be available in the middle of February.

 

GfK Ascent managing director Sarah Smalley said: "The operators and retailers who are driving this growth should be very proud.

 

"This highlights that even in challenging times, companies that understand consumer needs and market trends will significantly outperform those that stick to older methods."

 

by Phil Davies