GUEST

The Turkish government has built an infrastructure that offers holidaymakers new resorts and quality accommodation. Although sales are on the increase, it’s time the UK market was more supportive

Denise Hibbert

GUEST

olumn∫st

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Ask your customers what they think of Turkey and many will tell you that it is a great destination for cheap and cheerful holidays, but they probably wouldn’t go there for anything more luxurious.

This may have been true once, but it is definitely not the case now.

It is true that over the past two years, First Choice has seen a decline in visitors to Turkey.

As a result, sales have been driven largely by heavy discounting and advertising. Capacity has been cut across the industry and last year, the destination only came seventh in our top 10.

However, the good news is that we are now starting to see a recovery.

Demand is starting to increase with sales to Turkey up by around 6% year-on-year. Sales to Dalaman are up 25%.

Even so, Turkey will never succeed while the majority of people still have the wrong idea about this beautiful country.

Our customer questionnaire scores for last summer show that Turkey scored very well.

Indeed both the overall holiday scores and accommodation scores are higher than the average for the whole programme.

A quick glance at the First Choice Turkey brochure will show you that not only does it offer a good range of four-star accommodation at three-star prices, but a variety of five-star hotels.

That’s a reflection of the Turkish government’s strategy to build an infrastructure to suit all tastes and budgets, expanding new resorts and quality accommodation.

Turkey has also recognised the importance of the family market and has plans to increase the number of family properties and facilities available. We also expect to see more all-inclusive properties introduced, once again with the view to encouraging families back to the destination.

The German and Central European tour operators have already realised the tremendous potential that Turkey has to offer.

They are investing heavily, both in the product and in increasing the number of people they take to Turkey. As a result, the British market is in danger of being left behind.

So dust off those Turkey brochures, take another look at them and next time a customer is looking for a good-value short-haul holiday, we think you will find that Turkey really fits the bill.

We believe there is a great future for Turkey. But this will only happen with your help.