Worldchoice members are using an in-store marketing campaign focused on long–haul holidays to help bolster January sales.
Chairman Colin Heal said members had been offered a choice of two campaigns, with around 70% choosing the tailor-made long–haul option. The remaining 30% opted for a ‘don’t break the bank‘campaign pushing the lower end of the market.
He said those running the tailor-made campaign are reaping the benefit, with some agents reporting as much as a 20% increase in revenues. However, those thatchose the budget campaign have seen a drop in sales.
He added: “It’s been very difficult at the cheaper end of the market. The agents that have been able to sell long–haul holidaysmay have had fewer bookings,but in monetary terms they are up.”
Heal added many customers had been driven to make the more expensive bookings as the low interest rates in the UK means their money is earning little interest in the banks, meaning they are deciding to spend it instead.