| Journal: TWUK | Section: |
| Title: | Issue Date: 07/08/00 |
| Author: | Page Number: 27 |
| Copyright: Other |
USTHEME PARKS
The major UStheme park operators are introducing a range of new measures to boost agency sales and attract UK visitors.
Rapid development has seen the major US theme parks mushroom into holiday resort destinations in their own right, featuring not only thrill rides and water-based activities but also sports, outdoor adventure, nightclub venues, shows and top-class shopping.On top of this is the growing number of three to five-star themed hotels within the parks that are luring an increasing number of visitors to stay longer on site, with guest perks including priority entrance to the attractions.
When you add to this the wide range of pre-purchased tickets and combination passes now available before departure in the UK, making the right choice becomes even more daunting for both consumers and agents.
To counter this, Walt Disney Attractions is going back to basics in its training approach to travel agents. It says training will be based on a number of key selling points that can be properly communicated to customers.
Travel industry marketing manager Mark Persad said: “We are relaunching our College of Disney Knowledge two-year training programme in September, which is open to anyone selling Disney destinations.”
Participants only have to commit to 10-15hrs to complete the first year’s distance-learning course that will include customer service, selling skills and hot tips, which include getting the best out of a day at the parks.
The course will include Walt Disney World Resort in Orlando, Disneyland and its new California Adventure theme park and Disney cruises, as well as Disneyland Paris.
Persad said it will highlight the use of the Disney Fastpass to avoid queues, and the suggestion of rest days in between park visits for recreational activities such as water-park activities, golf and other on-site sports.
Rival operator Universal completed a six-month consumer print campaign in June to promote its new Islands of Adventure theme park and CityWalk entertainment complex, which opened in May last year at Universal Studios Florida.
Travel trade director Dave McKee said: “This is the first campaign of its kind that we have committed to in the UK, and we are continuing to train travel agents on the new facilities we offer, as well as taking them out to Orlando on various educationals.
“Because the product is evolving all the time – we have already introduced two new major rides since last year’s opening – there is a need to update both agents and consumers.”
“Our pre-paid ticket sales last year were up 29% over the previous year, while sales to date for this year – with the introduction of a two and three-day Universal pass – are up by 32% compared with the same period last year.”
Walt Disney has gone one step further with the introduction of its first full holiday brochure which is dedicated to the UK market (see story p30).
Walt Disney Travel Company director Andrew Waller said: “One of the key things we are trying to communicate is that all our brochure prices include the cost of a Disney pass. Unless that is taken into account, it could make our price panels look expensive compared with other operators.
“But given that 75% of customers buy their passes in advance in the UK, we are servicing that demand in one transaction rather than two, so it makes things simpler.”
The Disney USA brochure for the UK is the first to be rolled out to an international market, although the company has been operating a US domestic programme for 30 years.
“But they will be more reassured by being able to buy Disney from Disney as we can give them an unrivalled knowledge and service.”
Bright sparks: dedicated training and UKbrochures will help UK agents to sell Disneyland, California
product
ticket offers
Keith Prowse Attraction Tickets: is offering two andthree-day Escape tickets to Universal Studios Florida, which includes Islands of Adventure. They cost £56 and £69 respectively for adults and £46 and £56 for children aged three to nine years. Inclusion of a CityWalk Party Ticket raises the prices to £69 and £83 for adults and £59 and £69 for children.
Thomas Cook Holidays: among five new Orlando attractiontickets is a one-day pass to the Discovery Cove marine adventure park, which includes a swim with dolphins. The pass costs £139.