With an increasing number of customers looking for an alternative to the traditional beach break, lakes and mountains holidays are the perfect solution.
The key to selling this type of holiday is to challenge customers’ preconceptions, and educate them on the range of destinations and action-packed activities on offer.
Inghams business development manager Alison Craig explains how to tap into this market.
Educate the customer
Lakes and mountains holidays are typically to destinations in Europe and Canada. They offer an abundance of activities, as well as relaxation and stunning scenery.
These can include cycling and walking holidays. Using detailed route notes as a guide, customers walk or cycle at their own pace between hotels, while their luggage is transported ahead.
These holidays offer complete independence, and customers are free to start each day when they choose, and take as long as they like to reach their next hotel.
For a more relaxing holiday, customers can choose a spa break.
A long spa tradition and a rich cultural heritage make European mountain resorts an ideal destination to re-energise and detox in style.
Check the detail
Obviously, it is important to research the activity level needed for the holiday and then match that to the customer’s wishes.
Work with the operator to ensure the customer has enough knowledge about the area they are visiting before they set off. For example, if customers are booking an Alpine walking holiday, find out how independent they want to be.
Ask the operator for walking maps of the area, and find out how well signposted the walking or cycling routes are. You should also match the difficulty and strenuousness of the routes to the customer’s ability.
Sell to families
Lakes and mountains holidays offer plenty of activities to keep the kids occupied, such as sailing, windsurfing, mountain biking, mini-golf, bowling, tennis and, at selected hotels, children’s activity programmes.
Accommodation standards are excellent, and lots of family-run hotels offer personal service and great food.
Mix it up
Suggest a two-centre lakes and mountains holiday – for example, twinning a city with a mountain retreat.
You could sell a walking holiday in Austria’s Tyrol, followed by an indulgent break in Vienna.
Aside from the walking or cycling holidays suggested above, you could also sell escorted tours to clients looking for less activity.
Likewise, don’t forget to book excursions to give customers a different experience. Some of these can be pre-booked.
Challenge preconceptions
One of the main challenges is that customers perceive lakes and mountains holidays to be expensive.
But the majority are comparably priced to beach holidays, and with the exchange rate also improving, many destinations are more affordable.
In the current financial climate, look out for the extras that are on offer – for example, does the hotel offer free bike hire or free guided walking tours?
In terms of food, book added-value packages. Inghams Included deals offer breakfast, a packed lunch, evening meal and either afternoon tea and biscuits, or a drink with dinner.
Make the right associations
Customers associate lakes and mountains resorts with winter sports holidays. The good news is that the weather in these destinations is fantastic throughout the summer.
Agents should highlight this to customers who can then choose their destination, and the appropriate summer activities, ranging from walking to water sports.
Whether clients want to relax by a lake, walk to their heart’s content in the mountains, or be inspired with a tour or city stay, there is something to suit all tastes and budgets.
With an active holiday, customers can treat themselves to that additional piece of cake without feeling guilty about the extra calories.
Useful links
- myswitzerland.com/academy: sign up to the Switzerland Travel Academy and become a specialist.
- inghams.co.uk/agents: find out about Inghams and how it works with travel agents, and read its latest offers and travel news.
- bbc.co.uk/weather: keep track of worldwide weather conditions.
Main picture: Fr Antunes
Alison Craig is business development manager for Inghams and has worked as part of the agency sales team for the past eight years. Alison is a keen skier and last year went on a lakes and mountains holidays to Mayrhofen, Austria, where she tried paragliding for the first time.