Think Florida, think sunshine. Think theme parks and
three–star hotels on International Drive. Is this the only
way to see the Sunshine State?
Perhaps not, if you heed the tourist office’s advice and
seek out its most upmarket product; be it in Orlando or
elsewhere.
For those without kids who are after a bit of the good life,
Visit Florida suggested one of the state’s upmarket beach
resorts.
Boca Raton, just south of Palm Beach, is particularly good for
golfers, with the Boca Raton Resort and Club providing three
courses. Naples is known for its numerous art galleries and
museums, and Fort Lauderdale has a thriving yachting scene.
The message is, there’s more to Florida than theme parks.
However, it was the likes of Disney that enticed the first plane
loads of package tourists to the US in the 1980s. Today the theme
parks are still the most likely way UK visitors will get their
first Florida experience, with Universal, Busch Gardens, SeaWorld
and Discovery Cove continually upping the ante.
Thomas Cook Signature USA product manager Tom Samuel said the
parks are a great leveller. “Whether you’re rich or poor, if
you’ve got kids, they will want to do Disney.”
New for Thomas Cook this year was the five-star JW Marriott
Orlando, part of the swanky Grande Lakes complex. Samuel said it is
the operator’s first consciously luxury five-star option in
Orlando, added to complement its other top-end five-star properties
in Naples and on the Gulf Coast.
Premier Holidays US product manager Steven Silver recommended
another Grande Lakes hotel, the Ritz-Carlton.
The luxury property has a 40,000sq ft spa and a championship
golf course, but Silver said it often gets overlooked by the
couples market due to its proximity to the theme parks. Premier
will also feature the JW Marriott, adjacent to the Ritz-Carlton, in
2005. Combined, the two properties operate more than 1,500 rooms
and 11 restaurants.
Orlando also grew to prominence on the back of its outlet malls,
but the tourist office is now pushing the resort as an upmarket
shopping destination. At the Millennium Mall, for example, designer
labels including Gucci, Chanel and Hugo Boss can all be found for
less than UK high-street prices.
Dedicated fashionistas, however, should consider Miami, where
shopping is almost considered a competitive sport.
Virgin USA product manager Angus Barr said Miami sells well
among 30-something groups seeking a stylish break with good
shopping and nightlife. “It’s struck a chord with female
visitors living the Sex and the City lifestyle,” he added.
Following the city’s success in the USA brochure, Virgin
has added Miami to its 2005 cities programme. As well as famous
luxury brands, including the Mandarin Oriental and historic Art
Deco properties such as the Delano, Miami has several upmarket
hotel projects on the go. The new Conrad Miami – operated by
the group that now owns the Waldorf – recently opened its
doors with an introductory room rate of $100 per night, and later
this year André Balazs’ opens another Standard Hotel
– the third of the edgy urban boltholes he pioneered in Los
Angeles (Travel Weekly June 14).
If you’re catering for families the villa option is worth
considering. A Meon Villas spokeswoman said sales for its Florida
Villas programme have “boomed” since the addition of 10 five-star
properties to its 2004 programme.
Meon recommended the Gulf Coast for a luxurious break with a
difference, where packages include boat rental as well as the
standard car hire.
Remember that luxury can permeate every element of the holiday.
Holiday Autos sales director Ian Coyle noted the choice of vehicles
at the top end of the market is far greater in Florida than in
traditional short-haul destinations.
One week’s four-wheel-drive rental costs £235
compared with £190 for a standard four-door car – a good
source of commission for agents and an affordable luxury for most
travellers’ pockets.
And if your clients are worried about getting to the destination
in one piece, consider selling Thomas Cook Signature’s VIP
meet and greet service. New for 2005, it involves being met at the
airport and guided to resort – eliminating any worries about
maps or straying on to the wrong side of the road. At £60 per
party, it proves luxury needn’t mean breaking the bank.
