| Journal: TWUK | Section: |
| Title: | Issue Date: 21/08/00 |
| Author: | Page Number: 1 |
| Copyright: Other |
ALL-INCLUSIVES
The all-inclusive market is evolving. Not only do clients want á-la-carte dining and spas, they are also willing to go further afield.
Back in 1983 the bronzed Wham boys sang “Club Tropicana drinks are free,” while raising their cocktail glasses in an emerald-blue pool.Since the 1980s, the all-inclusive concept where everything is free on arrival has gained huge popularity. And the stereotype that holidaymakers are attracted to the endless meals and free booze offered at all-inclusive resorts seems to ring true.
In a recent Cadogan survey of 500 customers, 73% of the respondents admitted to eating and drinking up to a third more than normal while on an all-inclusive holiday.
But if current trends are anything to go by, images of stuff-yourself-silly buffets and alcohol fests are being usurped by á-la-carte dining and healthy living.
Three Sandals properties in Montego Bay, Jamaica, share no less than 12 restaurants and even package stalwart Benidorm has not escaped the trend with plans for first-class accommodation and facilities at the Flamingo Oasis, which is due to open next May. SuperClubs division vice-president sales and marketing, Europe and Asia, Paul Verhaak, said: “Demand for spas has been on the increase for a few years and today we are finding that everything to do with health is extremely popular.”
But the biggest growth for all-inclusive packages is in the long-haul sector, with increases across the board for the main players.
Sandals managing director for UK and Europe Steve Garley said: “Some 15% growth in a market that is otherwise static (the longhaul market) is quite significant.”
Garley notes a trend among tour operators such as Kuoni and British Airways Holidays to offer primarily scheduled services, which he believes suits the 45-plus couples who fuel much of Sandals’ repeat business.
While some operators still maintain the long-haul market is hitching a ride on the back of the strong pound, Club Med’s managing director UK and Ireland Alex El Kayem suggests that the phenomenal long-haul growth is a direct result of low air fares.
“I think it’s a temporary trend. Long-haul holidays have become a lot more affordable and naturally consumers are taking advantage of it,” he said.
The long-haul market, primarily led by the Caribbean, is driving standards up across the whole sector, according to Panorama sales and marketing director Martin Young.
“I believe short-haul all-inclusives have a bright future but quality will need to keep improving.
“The quality of all-inclusive propeties has been advancing in Europe but they need to move towards reaching the same standard as their Caribbean counterparts to enjoy the same success in the future.”
JMC senior product manager Myles Hazebroek, attributes high sales of JMC’s top-end gold and silver all-inclusive products to an increasingly discerning market.
“Things have definitely moved on from the days of just a good-value holiday.
“There is more variety across the board in water sports, entertainment and class of restaurant and guests are no longer averse to splashing a little cash outside the comfort zone on meals and excursions,” said Hazebroek.
All eyes are currently on Brazil, where all-inclusive operator SuperClubs is already making its mark.
Other destination hot spots include Cancun. JMC has seen 25% growth there and senior product manager long-haul Andrew Bevan said that although destinations are swayed to a certain extent by fashion, Cancun’s increasing popularity can also be attributed to the gentle introduction it offers first-time long haulers.
“Where the Dominican Republic has had a hard time over the past three years, Cancun, and also Cuba, have picked up the slack,” Bevan said.
“It’s been a fantastic year for Cancun – it’s a great introduction to long-haul travel as the shopping, dining and also the nightlife is geared primarily to the US market.”
JMC has expanded its programme to the Dominican Republic over the past year and Bevan said that early bookings look strong.
Eastern destinations are also showing promise, particularly Goa and Sri Lanka.
“This is quite surprising, given that the cost of going out to eat in Goa is negligible,” said Bevan.
Getting away from it all:demand for long-haul holidays in properties such as Le Touessrok in Mauritius is growing