The early autumn booking period will be crucial if London is to reclaim the tourist business lost after the July terrorist attacks, tour operators have warned.
Tourist attraction the London Dungeon said visitor numbers are down by a third, while West End musical The Far Pavilions announced it will close next month blaming a 25% drop in takings on the attacks.
Superbreak Mini-Holidays sales director Ian Mounser said trade was 30% down for London but hoped for a recovery in coming weeks when the summer season ends.
He said: “July and August are particularly strong for the family market, and in these circumstances, it is always that market which will be most uncertain. Sales are coming back a bit but it’s a relatively slow process. There are some great offers out there, but while very attractive prices help, I think the biggest issue is waiting for consumer confidence to return.”
Mounser said although there are some unprecedented hotel deals, prices have remained very competitive in London since September 11. The four-star Radisson SAS Portman’s room rate is £59.50, down from £89.50, and five-star Renaissance Chancery Court £69.50, down from £100.
Keith Prowse sales and marketing director Susan Phelan said although business was 15% down at the end of July, there were signs of a recovery. She said holidaymakers are booking hotels and theatres close together to avoid using public transport, and praised theatres, hoteliers and ticket agencies for working together to offer good deals. Keith Prowse has one night theatre breaks from £59, down from £89 last year.
Visit London launched its London in September campaign today, which is aimed at the domestic, US and European markets. Chief executive James Bidwell said there will be a clearer picture of the state of the market by the end of September.
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.