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Time to build on strong relationships
Sunday, 25 Feb, 2010
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TravelMole guest opinion by Getabed.co.uk managing director Matt Stuart
As we head into March it’s possible to see how 2010 is going to potentially shape up – rather than making general sweeping predictions as many did at the beginning of the year.
As far as we are concerned, 2010 is looking to be another tough year overall for the travel market, although a large number of households have more disposable income thanks to interest rates remaining low. We are trading significantly ahead of this time last year.
The fact that the recession is said to be over by financial experts has piqued consumer interest in travelling again.
I believe for those businesses which have strong relationships with their partners and customer base, now is the time to build these to make 2010 a successful year – we’re already getting great feedback on how the year is tracking against last year from our top agents.
This, along with increasing consumer confidence, is tempting couples in particular to book holidays for this year.
We have seen a 45% increase in short breaks so far this year, so it seems as though they are dipping their toe in the water, rather than booking a two week break.
Caution still remains. The lead times also are shorter again this year, so the ratio of late bookings will continue to be high.
We think that the USA and other long haul markets will fare well this year due to strengthening pound versus the dollar.
Couples with no kids, more disposable income and if they’re in secure jobs, are expressing a desire to visit further afield destinations. This has been coupled with an increasing resentment to the ‘England abroad’ attitude to some Mediterranean resorts.
As far as last year is concerned, overall the ‘losers’ in terms of destinations were anywhere in the euro zone – particularly Spain and Portugal lost ground to the likes of Turkey and Egypt. In the long-haul arena, Thailand also fell in popularity due to political instability and increasing reliance on family market which cut back and stayed at home.
In general we believe that hoteliers in euro countries were not quick and proactive enough when it came to reacting to recession. Prices fell too late to stimulate demand in 2009.
Alongside Turkey and Egypt, the USA and cruise saw a boom in 2009 thanks to the exchange rate and also the cruise market was flooded with new supply of ships, meaning that prices represented great value.
Cruise continues to look strong for 2010 for us as our hotels in cruise ports and the transfers are proving popular as agents look to bolt on extras to cruise breaks to ensure that their customers ahve a tailor-made holiday.
2010 will be tough, but for those willing to put in the hours and effort for their partners and customers the rewards will come through.
Phil Davies
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