THE INDUSTRY has wasted millions of pounds since Christmas on a discount campaign which has failed to win over the public, according to research carried out by Travel Weekly.
We spent several hours quizzing people in central London and around 80% of them were unaware that high-street travel agents were offering 30% off summer 2000 holidays.
A similar number still believe it is better to book late to pick up a bargain while others, when told of the 30% offer, thought it was a con.
Going Places managing director Terry Fisher said: “If your figures are correct, we have just wasted an awful lot of money. As an industry, we have spent around £10m in the post-Christmas campaign. Perhaps we are not getting the message across.”
The survey comes as the overall summer 2000 market showed a 2.6% decline on last year with post-Christmas sales down 8%. Independents, which rely more heavily on service than discounts, are ahead of the market.
In the survey, accountant Andrew Wilson, 42, said: “I don’t understand how any of these companies make any money with this level of discount. They must be putting up prices to pay for it.”
Computer specialist Gary Wheeler, 21, said he shops on the Internet.
“It’s far easier than going to a travel agent. You also get better deals.”
Sorcha Murphy, 22, a surveyor, added:”I didn’t know agents are offering discounts but I tend not to believe what’s in the adverts. I also think you can get a better deal nearer the time.”
Maria Isalt, a 28-year-old teacher, was also sceptical when told of the discounts and said she would leave it late to get a bargain.