| Journal: TWUK | Section: |
| Title: | Issue Date: 29/05/00 |
| Author: | Page Number: 40 |
| Copyright: Other |
Florida keys: overview by Alan Moore
UK TOUR operators are reporting new trends and product in the market to the Florida Keys, the 150-mile chain of over 400 islands stretching from Miami to the most familiar destination of Key West.Around 30 of the populated Keys are linked by the overseas highway called US 1 which runs between the Gulf of Mexico and the Straits of Florida and provide ideal stopovers for those wanting to travel the entire stretch.
While adult groups and couples make up the majority of the UK market, families on twin and multi-centre Florida holidays are being drawn by new resort-style facilities.
One property beginning to be featured strongly by operators is the four-star Hawks Cay Resort and Marina on Duck Key, about halfway down the string of coral islands.
It is being marketed as a Caribbean-style resort within its own 60-acre tropical island and man-made lagoon. Facilities include a huge swimming pool and Jacuzzi; fitness centre; children’s club and activities; dolphin discovery programme; various water sports; scuba diving and snorkelling; as well as a total of eight tennis courts.
Jetsave product director Margaret Taylor said: “We have introduced it as a beach holiday resort. Another is the Marina Del Mar Bayside Resort on Key Largo, which has a more tropical, almost Caribbean atmosphere.
“Most clients are combining a two or three-day stay in the Keys with a week in Orlando and five days on the Gulf Coast. However Key West continues to attract more adults.”
According to JMC Holidays, this is because the restaurants and bars there offer a lively party atmosphere that is more suitable to adults.
Product director Alan MacLean said: “The Keys are mostly popular with adults because the drive from Sanford (Orlando) Airport is a long journey and therefore not so attractive for couples with young children.”
Thomas Cook Holidays says it is seeing an increase in the number of clients travelling to the Keys following the BBC’s Holiday programme on the destination in January.
Florida product manager Rachael Kelley said: “Our lead price is £679 per person for seven nights based on two sharing a room. It includes continental breakfast and afternoon tea, a car and mid-week flights with Virgin Atlantic to Miami.”
Premier Holidays is recommending a four-night stay in Key West for adults, based at Heron House, a small and friendly bed and breakfast inn, combined with other southern Florida resorts such as South Miami Beach and Sanibel or Captiva islands on the Gulf Coast. It costs from £97 per room per night with continental breakfast and a daily wine and cheese reception .
North America product manager Debbie Goffin said: “We are seeing an increase in demand for convertibles so that people can make the most of the weather as they drive through the Keys.
“The resorts in Key Largo and Islamorada boast great facilities so they can be sold for longer stays for both couples and families.”
Virgin Holidays says the Florida Keys are one of its biggest-selling US destinations and it claims to offer more choice than any other operator.
Managing director Ron Simms said: “We have just reintroduced the beautiful Ocean Key House in Key West following its refurbishment. It has been included as one of our flagship properties.”
Main attraction: Key West continues to draw a high percentage of UK visitors
Operators’ new options unlock a Keys market
Products tap UK demand
Key Largo: with its many facilities, the resort is ideal for longer staysfactfile
The Keys: apart from around 30 of the inhabited Keys, there are hundreds of undeveloped islands known as the back country that are home to exotic marine life, plants and animals. Here you can fish, snorkel, dive and cruise.
Sample distances: Key Largo is 55 miles from Miami and 280 miles from Orlando; Vaca Key 104 miles and 329 miles respectively; and Key West 160 miles and 385 miles. Miami-Key West flights are available.
Family sample price: one week at Hawks Cay Resort and Marina with Jetsave costs from £745 until the end of June, with charter flights and car hire; children’s prices from £199.