| Journal: TWUK | Section: |
| Title: | Issue Date: 07/08/00 |
| Author: | Page Number: 1 |
| Copyright: Other |
Jmc research
Study reveals public sceptical of discounts
DISCOUNTS don’t do anything to boost early sales and lead to public distrust of the industry, according to research by JMC.The study revealed that customers are oblivious to discounts until they are ready to book a holiday. When people do shop around, they don’t believe the offers are genuine.
The on-going study backs up Travel Weekly research earlier this year which revealed that the public refuses to be taken in by promises of huge discounts, which reached a peak of 40% in January (Travel Weekly February 7, see right).
Nearly 80% of the people who took part in the Travel Weekly poll were unaware that a discounting campaign was taking place at all. JMC deputy managing director Terry Williamson admitted the public is cynical about discounts.
“Discounts appear to have no impact when people book their holiday,” he said. “When people do book, they are cynical about the offers even though they are drawn to the highest discount.”
Williamson added that customers believe they will get a decent deal whatever time of the year they book.
“This is partly the fault of the industry,” he said. “Discounts have gone on for too long.”
JMC sales and operations director Denis Wormwell added: “It shows what people think of the industry. Many don’t trust discounts and believe they are restricted.”