‘We want to offer the more fringe cities’

‘We want to offer the more fringe cities’

It was the demise of Clarkson’s in 1974 that led Drew Foster to create his first Caribbean tour operator programme.

At the time, Foster was running a travel agency in Chester and he had a number of groups booked to go to St Lucia when the operator went under. As the clients still wanted to travel he decided to package the holidays himself.

This soon spawned a tailor-made operation to the region called Caribbean Connection.

Much has changed since the mid-1970s. “When I first went there the summer market didn’t really exist,” said Foster.

But it wasn’t long before the destination was attracting year-round business as hoteliers started to offer affordable room rates and island tourist boards provided financial backing for new programmes.

Caribbean Connection soon established a loyal clientele and now, 27 years later, sends more than 20,000 passengers a year to the region under the ITCClassics name.

It has only been in the last six years that the operator has begun offering alternative destinations such as the Indian Ocean, Africa and the Far East due to client demand. The most recent addition was a European programme, which was launched last month.

“Our clients wanted a one-stop shop. We had to start offering other destinations or our clients would have goneelsewhere.”

All this has helped ITC Classics establish healthy repeat business. “About 15% of our clients come back year after year and 40% every three years,” he said.

Last year the Chester-based company generated a turnover of more than £42 million.

While the Caribbean remains the operator’s core business, it sometimes has difficult years due to increased competition from destinations such as the Indian Ocean.

“It tends to dip in and out of favour and goes on five-year cycles of highs and lows.

“Twenty five years ago the only other option for a winter holiday was the Canaries; now there are so many choices.”

Foster said the standard of many Caribbean hotels doesn’t compare favourably with destinations such as Mauritius and admits the service can be rather “lethargical”.

“But people come back. The only thing that the Caribbean never loses is its unique atmosphere – the people and their enjoyment of relaxation. The English feel very comfortable there.”

Another constant has been the company’s business with agents, which remains at 50%.

ITC sells through about 1,000 agents, although 60 agents account for about 40% of that business.

Foster: sends more than 20,000 clients a year to the Caribbean