There’s more to New England than flaming red foliage.
That’s the message Discover New England, the tourism body for
the six states of New Hampshire, Maine, Connecticut, Vermont, Rhode
Island and Massachusetts, wants to get across to the UK.
As part of a campaign to woo more visitors DNE is planning a
sales mission to Scotland in October to train operators and agents,
as well as fam and press trips, and joint tactical marketing
initiatives with operators later in the year.
DNE director Jackie Ennis said: “We want to say ‘yes
we’re great for Fall foliage, but there’s so much
more’. Boston is a wonderful city break, and it has the
shortest flight time to the US from the UK. We have hot summers,
beautiful beaches, fantastic shopping, and with the dollar so weak
it’s great value for money too.”
American Airlines’ new direct Manchester-Boston flight,
running weekly from May 15 to October 31, is performing “extremely
well”, according to Ennis, and operators have reported a surge in
short breaks. Forward bookings for Boston were 70% up on last year
for Thomas Cook Signature, leading the region’s recovery.
US product manager Tom Samuel said: “New England was badly
affected after September 11, but it’s now bounced back, led
by demand for Boston. It’s not much further than Egypt or
Greece so it’s ideal even for a few days.”
A new attraction card, Go Boston, offering admission to over 50
attractions and tours in and around Boston, as well as discounts in
shops and restaurants, is prebookable through Seligo and other
operators, including Virgin Holidays, and starts at £46 for
two days. Longer durations are available.
Operators also report increased sales outside Boston, with New
England the fastest growth area in the US for 1st Class
Holidays.
Sales manager Jonathan Whiteley said: “Awareness is higher than
it was among repeat visitors who may have been to Boston and
realised what a varied and beautiful region New England is.
Self-drives are the most popular option – there’s
great roads, wide open spaces, interesting stops and pleasant,
inn-style accommodation.”
Leading specialist New England Vacations said sales are up 5%
overall. Boston is 15% ahead and New Hampshire 20% up, with the
intimate country inns, unspoilt countryside and strong cultural
links to England part of the appeal, according to managing director
Richard Wimms.
In response to rising demand Virgin Holidays has increased its
New England product in its 2005 USA and Canada brochure, launched
last week. Per night pricing has been introduced to allow more
flexibility and two additional escorted tours are included. The new
nine-day Grand New England tour visiting Salem, the White
Mountains, New Hampshire, Vermont, Rhode Island and Boston, starts
at £889 per person next April.
For more information visit discovernewengland.org or call
DNE’s brochure line on 01564 794 999. Read on for Travel
Weekly’s round up of New England’s best
attractions.
Getting active
With wide open landscapes and a beautiful coastline New England
lends itself to outdoor activity. Hiking, cycling, sailing,
kayaking and whale-watching are easy to arrange locally in the
summer and autumn, but in the winter, taking to the slopes is a
must.
There’s some great skiing and après-ski to be had in
the three northern states – Maine, New Hampshire and Vermont.
Best-known resorts are Killington, the largest ski area in the
eastern US, boasting six interconnecting mountains and the
cosmopolitan resort of Stowe. Both are in Vermont. Virgin Holidays
added Loon Mountain in New Hampshire to its ski programme and has
seen strong sales.
Sample product: Crystal Holidays sells seven nights’ bed
and breakfast at the Inn of Six Mountains in Killington for
£646 twin-share, with flights.
Fall foliage tours
New England’s legendary autumn colours, when the foliage
across the six states turns from vibrant green to a shocking mass
of reds and golds, is reason enough to visit. Sell an escorted tour
or organise a self-drive which explores the interior as well as the
coast. Clients travel north from Boston, then inland through dense
forests to the White and Green Mountain ranges in New Hampshire and
Vermont, stopping at picture-perfect villages, before heading into
Massachusetts and the Berkshires – one of the state’s
prettiest regions.
Sample product: Shearings Holidays has a nine-day New England
Foliage Tour visiting Boston, Sturbridge, Bennington, North Conway,
Lenox and Stockbridge, from £1,299 in September and October,
including flights, accommodation, most meals and coach travel.
City break in Boston
Arguably the US’s most ‘civilised’ city,
Boston combines colonial charm with 21st century sophistication,
and only a six-hour from the UK, it’s a popular city
break.
One of the oldest settlements in the US and the largest city in
New England, it not only has plenty of history and grand
architecture, but also world-renowned academic and cultural
institutions.
Compact, clean and green, it’s a city for walking in
– the three-mile Freedom Trail traces its revolutionary past,
while the Black Heritage Trail explores its role in black American
history. Great restaurants, bars – stop off at Cheers of TV
fame – and discount shopping outlets add to the
attraction.
Sample product: four nights at the Boston Marriott Copley Place
cost £531 per person with 1st Class Holidays, from November 21
to December 15, room-only, including American Airlines flights.
Tax-free shopping
Bargain shopping can be had throughout New England, with
designer outlet malls in every state selling top name brands at
drastically slashed prices. New Hampshire is a ‘no sales
tax’ state, so shoppers save twice, with more than 200 shops
in a one-mile stretch in North Conway.
The giant Chelsea Premium Outlets group has centres in Maine,
Connecticut and Massachusetts. Best-known is Wrentham Premium
Outlets in Massachusetts, 40 minutes outside Boston.
Agents can earn commission pre-selling the Go Boston card which
includes a visit to the shopping centre as one of its
attractions.
Sample product: the Go Boston card includes a Grayline tour to
Wrentham Premium Outlets, with pick-ups at major hotels, and costs
£47 for two days with Virgin Holidays. Boston city breaks lead
in at £399 twin-share with Virgin, at the Comfort Inn
Revere.
