THE Florida market has been strengthened both on price and product as operators predict a better overall performance than in 1999.
Airtours is very optimistic for the coming season. Steve Yeoman, marketing manager for long-haul, said: “There was a certain anticipation that the Florida market would be up on this time last year, and the pricing on the whole reflects that, both for ourselves and our competitors.”
However new Florida brochure editions running to April next year continue to offer incentives for travel in the traditionally slow May-June shoulder period.
Cosmos senior product manager long-haul David Binns said: “With a combination of early-booking offers for adults and aggressively priced children’s offers, we are aiming to double our sales to Florida for summer 2000 compared to 1999. Early sales indicate that we are already ahead of target.”
In its latest Florida edition, Cosmos has added six more properties in Orlando in the budget to moderate category and resort hotels in Fort Myers, Naples and the Keys.
Premier Holidays product director long haul Rob Haynes said that five years ago, Orlando dominated the operator’s business, linked with stays at St Petersburg and Clearwater on the Gulf Coast. But he added that clients are now choosing a wider range of add-on resorts.
He said: “Clients still go to Orlando first but now no single beach destination dominates. Also, very few people went to Miami at that time but they are now tending to move south as well.”
Premier said Miami Beach was its fastest-growing US city last year,and its new popularity helped Florida bookings increase by 14%.
Cosmos has introduced three and four-night breaks at Miami’s trendy South Beach Art Deco district, as well as in Naples, Fort Myers and the Florida Keys.
In addition, agents will be able to increase booking commission with the introduction of premium cabins on Airbus A330 aircraft on the Orlando routes, operated by charter carriers Monarch and Airtours International. Round-trip supplements through Cosmos and Airtours cost from £99.
Thomas Cook Holidays says its Orlando/Gulf Coast twin-centres are still its most popular product this year, along with the Florida Keys but it will be looking at expanding stays in Miami’s South Beach for next year.
Florida product manager Rachael Kelly said: “Hoteliers in Miami are now much more interested in working with UK tour operators, and as we operate to Miami with both British Airways and Virgin Atlantic we will be looking at introducing a wider range of hotel options there. We are also finding that people are staying longer in Orlando because of the big increase in attractions, while Naples on the Gulf Coast is growing as an alternative twin-centre option, especially with families.”
Thomas Cook has added the Trianon Old Naples boutique-style hotel this year with seven nights from £529 in April including flights, and the Diamond Head All-Suite Beach Resort in Fort Myers from £658 for a week.
Another operator with its own Florida programme, Jetsave, has introduced Hawk’s Cay Resort and Marina in Duck Key, in the Keys area, to cater for a growing demand for new areas twinned with Orlando.
A 1hr drive from Key West, Hawk’s Cay is on a 60-acre private island with its own beach-fringed lagoon and features a wide range of activities. Jetsave offers a week’s stay from £745 in May including flights.
Product director Margaret Taylor said the Keys and Marco Island are becoming more popular twin-centres with Orlando.
She added: “The nine-night Orlando/five-night traditional Gulf Coast stay is still the best seller, although more people are looking for other alternatives.
“Self-catering for family groups of 10-12 people in five-bed villas is also much in demand, with some people spending 10 nights in the Gulf Coast and then four nights in Orlando to take in all the attractions.”
Florida
Thomson Holidays: 14 nights at the Delta Orlando Resort, within the new Universal Studios Escape area, from £589 for adults, £179 for the first child and £295 for the second child. Car hire and Britannia flights are included, and clients can upgrade to its 360 Extra cabin for £60 return or the 360 Premium section for £120.
JMC (formerly the Sunworld Florida brand): two weeks at the superior Quality Suites in the International Drive area from £879 in May/June, with first and second child prices of £429 and £479 respectively. Includes car, flights, full American breakfast, transfers to most attractions and daily 2hr free bar service.
Cosmos: two-week Florida Freewheeler (self-drive tours with pre-booked accommodation) covering Orlando, the Everglades and the Keys, from £674 in September/October based on four sharing. Includes flights and car. Twinshare price is £884 per person.
Unijet: two weeks at the Ramada Inn Gulf View in Clearwater from £639 per adult in August/September, with reduced child prices. Includes flights and car.
Jetsave: 14 nights at Disney’s All-Star Resort from £839 inclusive, with child prices from £149. A similar package at Disney’s Wilderness Lodge is from £1,459.