Target families and active travellers for Jersey, agents advised

Agents should challenge their assumptions about Jersey to tap into the rise in domestic travel, according to experts.

Families and active travellers were among the target markets suggested in a Travel Weekly Roadmap to Recovery Webinar, in association with Visit Jersey, to offer agents training on the Channel Island destination.

Hazel Bryant, owner of travel agency Travel with Kitts, said going to Jersey had changed her opinion of how to sell the island. She said: “I was really taken aback by the beaches when I came over to Jersey this year.

It’s so important that we as agents and tour operators get that message out there about how beautiful it is.

“I would have always said as an agent to push it for the older clientele but that’s completely wrong – it’s so easy for families.”

Sarah Barton, head of trade at Visit Jersey, said she thinks people forget about the island’s diverse attractions and scenery. “There are stunning beaches – 24 beaches across Jersey,” she said.

“I went paddle boarding and discovered hidden bays – I thought I could have been in Thailand. It really was phenomenal.”

Barton added that the rise in popularity for UK travel could turn into a longer-term trend as holidaymakers seek sustainable options.

She said: “Domestic travel is here to stay. Customers are looking at closer-to-home destinations short term, but I also think it will become part of people’s travel journeys longer term. While I’m sure long-haul travel will come back, people will be looking for destinations that are familiar, not too far to travel.

“From a sustainable angle, Jersey is close to home but it feels like you’re going somewhere different, yet it’s just a short flight or a short ferry journey.”

Jersey was also praised for putting Covid-19 health and safety measures in place swiftly, allowing for safe travel there over the summer.

Bryant added: “It was quite an easy sell… you can do a Covid test on arrival and they had things in place right from the beginning. They had everything ready for tourism in the summer.”

Karen Milward, sales and business development manager at Premier Holidays, said Jersey remains “very undersold”, but that more regional flight options and greater awareness of domestic travel could lead to a boom in 2021.

Visit Jersey is also offering the chance to win a luxury three-night break to Jersey for two people. Find out more about the competition here.

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