Florida bookings are performing better than expected for summer 2009 in the peaks market.
In November last year, Visit Florida director for UK, Ireland and Scandinavia Colin Brodie had expressed fears that, as the pound began to fall against the dollar from its $2 peak, business would be restricted to the late bookings market.
However, as the pound falls to virtual parity with the euro, Brodie said Florida sales since Christmas are broadly similar to those last year.
Brodie said: “There are some positive vibes out there from the major tour operators that there are a lot of people shopping around and checking prices.”
He added the current exchange rate, which sees a pound buy around $1.50, is the same as it was two or three years ago and the US still offers better value than Europe.
Brodie added the market was also being buoyed by the drop in fuel surcharges, while airlines and operators are offering competitive pricing.
Cosmos head of product Neil Garner agreed the Florida market was being driven by price and additional offers, adding the current market could even limit late availability in the destination.
He said the operator has seen some growth in sales for summer 2009, although he refused to say by how much, while most of the flight capacity lost in XL Leisure Group’s demise has been taken by other airlines.
Garner added: “We’ve got to keep that momentum going all year.”
Jetset chairman John Bond said the operator had seen a single-digit percentage increase in Florida sales for summer 2009.