Domestic operators are confident Britons will not automatically revert to booking overseas holidays this summer following last year’s trend for UK breaks.
Allan Lambert, head of retail sales for Bourne Leisure, said customers new to Bourne Leisure holiday parks would have been impressed by the facilities, and agents should try to drive sales as a result.
He added: “Last year’s surge in UK holidays was meant to be a one-hit wonder but that’s definitely not the case.
“The misconception is that people who took UK holidays last year will automatically go overseas this year.”
Lambert said a survey commissioned by the operator which saw 1,000 agents questioned last month by research company Field Marketing Solutions revealed 98% of agents feel comfortable and knowledgeable when selling the UK while 86% described commission levels for selling the UK as good or fair.
He added agents should now act on their knowledge to fulfil the consumer’s appetite for domestic breaks.
“There was definitely an increase in trade interest in the UK but that was consumer driven,” he said. “Now agents are realising that there’s good commission, those operators are still there and consumers are still interested in value-for-money holidays.”
Lambert said consumers continued to regard UK breaks as good value, with 53% opting for UK holidays because it fits their budget, while 28% believe the UK is cheaper than overseas.
Superbreak sales director Ian Mounser said the operator had seen single-digit growth in its sales for the first four months of the year and agreed operators must continue to support the trade if this trend is to remain.
Meanwhile, Agents are being urged to stay focused on money-making opportunities offered by the domestic market.
The Abta UK Leisure Group said demand for UK holidays was high again this year and agents needed to continue promoting and selling UK as well as overseas holidays.
Group chairman Zena Calderbank, who is head of sales at Hoseasons, said: “2009 was a great year for the UK, but it was not a one-off.
“Last year many people rediscovered UK holidays and this year is turning into the year that they come back. More short breaks are being taken in the UK than ever before and there is an opportunity for agents to tap into additional business.
“Agents must be proactive in promoting the UK alongside other types of holidays. Once the customer has found an agent they are happy to book with and who has given them good service, they will use the agent’s expertise and buying power to find the
right UK break as well – but only if the opportunity is offered to them.”