Agents urged to back British holidays
Wednesday, 30 Apr, 2010
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Agents should be proactively pushing breaks in Britain alongside other types of holidays, according to the ABTA UK Leisure Group.
Domestic operators say they are working hard to support agents trying to tap into UK sales with training and support as well as ‘The Brits’ event at Butlins in Skegness in May to award the ‘Best at Selling UK’ travel agents.
Group chairman Zena Calderbank, head of sales at Hoseasons, said: “2009 was a great year for the UK, but it was not a one-off.
“Last year was the year many people rediscovered UK holidays. This year is turning into the year that they come back, seduced by the variety of accommodation, facilities and activities available.
“More short breaks are being taken in the UK than ever before.”
She added: “Even though operators are working hard to get holidaymakers travelling abroad once again, there is a real opportunity for agents to tap into additional business because of this new-found enthusiasm for the UK.
“For example, a mature couple who take a cruise or a city break could well also take a UK coach tour or a short break in a cottage or hotel; a family booking a holiday to Orlando may well also take a half-term break self-catering or in a holiday park. A young couple going to the Caribbean may well also be in the market for a London theatre break.”
Calderbank claimed that business “is there for the taking”.
“But agents will only grab it if they are pro-active in promoting the UK alongside other types of holidays,” she said.
“Once the customer has found a travel agent they are happy to book with and which has given good service, they are open to using that agent’s expertise and buying power to find the right UK break as well – but only if the opportunity is offered to them.
“Last year, many agents discovered for the first time what a rich seam of business there is in the domestic market; now we are urging all travel agents to build on that success and really work hard to keep on top of that opportunity in 2010.”
by Phil Davies
Phil Davies
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