News

AGENTS SNUBBED FOR SHORT BREAKS

LESS than a third
of travellers who took a city break last year used a travel agent to make their
booking, a report by market research group Mintel has revealed.

The majority of
travellers – 52% – preferred to make their own travel and accommodation
arrangements thanks to increased information on the Internet, the growth of
low-cost airlines and accommodation-only offers.

However,
surprisingly only 6% actually used the Internet to book their break.

Of those that used
agents, only half booked complete package breaks, the study of 1,387 travellers
found.

Superbreak sales
director Ian Mounser was not surprised at the figure. He said: “In the domestic
market alone, I would expect the figure to be lower than that. In this
particular sector it is easier for the client to book a city break than it is
to book a long-term holiday. However, agents can increase their share. They
need to promote products more aggressively and target opportunities.”

Domestic breaks
accounted for more than half of the 12.7 million holidays taken last year,
despite experiencing a period of stagnation, but the report found overseas
trips were increasing in popularity. London was the most popular destination,
followed by Paris, York, Edinburgh and Dublin. New York was the most popular
long-haul destination.

Mintel predicted
the number of breaks taken would rise to 15.6 million by 2006 due to the growth
of budget airlines and tourist boards remarketing themselves. However, it
warned that destinations perceived as being ‘high risk’ from terrorist attacks,
including London, Paris and Brussels, would suffer from a fall in demand.

Kirker Holidays sales director Ted Wake expressed surprise at the
figures. “No-frills carriers offer a low baggage allowance and no pre-bookable
seat service, two things we find travellers look for when they are going on a
short break,” he said.

Share article

View Comments

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.