No more hi-de-hi

TRAVEL agents no longer view holiday parks as old-fashioned or cheap drab resorts, according to Butlins’ parent company Bourne Leisure.

Bourne Leisure made the claim as it prepares to host more than 175 agents who have completed its five training modules at its first graduation ceremony in November.

Head of sales Colin Wilson said training rolled out to the trade through national roadshows in the last year and a considerable hike in educationals had changed perceptions of its brands – which include Warner Breaks, Haven and British Holidays – and driven up sales.

“We have evaluated sales and certainly for Butlins and Warner they have outperformed the rest of the trade. Perceptions are changing among agents. We get e-mails and phone calls from agents, all saying they didn’t realise what it was like.”

By the end of the year, at least 1,200 agents will have been on educationals with the group compared to 800 in 2004. Already the group is reviewing what training to roll out next year to build on this year’s success.

“We have to keep banging the drum. Clearly training will be part of it,” said Wilson, who admitted Channel 4’s current Wakey Wakey Campers show of a 1960s holiday camp was exactly the image its resorts are keen to distance themselves from.

He added many of next year’s educationals would focus on Butlins’ new £10 million hotel in Bognor Regis.

n The graduation, sponsored by Travel Weekly, is at Warner Breaks’ Littlecote House on November 13. Agents can use leisure facilities in the afternoon, including archery and a sauna, go on a ghost tour, and stay overnight, while 100 top-performing agents will also be invited to the black- tie dinner.