Journal: TWUK | Section: |
Title: | Issue Date: 21/08/00 |
Author: | Page Number: 6 |
Copyright: Other |
New rates to start from August 29 for visits between October and December
NMEC slashes trade prices for Dome tickets to bolster sales
Report by TANYA JEFFERIES
THE NEWMillenniumExperience Company has slashed travel trade rates for the Dome in the hope that agents and operators will generate a last-minute visitor surge.
Travel agents, tour operators and group organisers will be able to charge customers £12.50 per adult ticket, while the Dome’s call centre and gate price remains at the old rate of £20. Family tickets will be available for £40 through the trade, compared to £57 elsewhere.
The rates, which start on August 29, apply to Dome visits from the start of October until it closes at the end of December. Existing commission deals for agents and operators remain in place.
Travel trade manager Mark Hayes said that although the strategy would bring in less revenue per visitor, the NMEC was hoping that the trade would manage to generate extra business overall by using the new prices as a promotional tool.
The NMEC originally expected to attract 12 million visitors this year, but has only achieved a total of 3.75 million so far, of which 26% have come via the trade.
The move to discount prices follows the launch of a trade support and regional advertising campaign earlier this summer. At the time, the NMEC admitted that public awareness of domestic travel packages was not high enough and said it wanted to do more to help the trade.
Superbreak joint managing director Nick Cust said: “I am delighted. The public is still not aware that travel agents can retail these tickets. We will be telling customers that these are special prices that are better than they can get elsewhere.”
Superbreak has sold 11,500 Dome-inclusive packages to date.
Rainbow Holidays product director Chris Edwards said: “I am chuffed. But why hasn’t this happened sooner? It’s very welcome because now the Millennium Dome is truly affordable.”
Hayes: hopes the move will generate more business through the trade