With a weakening euro, cabin crew strikes and the fallout from the ash cloud fuelling a desire in some circles to avoid flying, things are looking pretty rosy in the short tours market. Leger Holidays is just one of the firms that has reported an increase in sales in recent months.
Colin Wilson, head of sales for Page & Moy Group, says the last-minute market is also performing really well. “Booking patterns have changed noticeably and there has been a spike when looking at September and October departures,” he says.
Another factor driving sales is increased choice. “There are some quirky trips out there,” says Patricia Birmingham, Shearings Europe manager. “For our tour to the Champagne area of France, you stay in a chateau owned by the legendary Rothschild family. This includes a visit to the capital of French horse racing, Chantilly, and the champagne cellars of Mercier at Epernay.”
In addition to keeping abreast of new products and destinations, agents need to research the tour details and check where their customers will be located. On some coach tours, customers often stay in hotels that are out of town, which may mean that customers can be stuck out on a limb away from the fun and historic centres. You also need to check what is and isn’t included in the tour and look out for hidden charges.
Bestselling tours include the Dutch bulb fields, which can easily be combined with a trip to Amsterdam, or a Belgian town such as Bruges or Antwerp, and battlefield tours, which head to Italy, Germany, Gallipoli in Turkey, France and Belgium.
A large number of tours now focus on food and wine, with Italy and France two of the most popular destinations. Solo’s Holidays marketing manager Jayne Cardnell says tours work well for single travellers. “There is a growing demand for themed tours among solo travellers who share an interest and who prefer not to laze on a beach all day,” she says.
In terms of trends, Craig Liddle, agency sales executive for Titan HiTours, says group travel organising is becoming hugely popular with smaller independent agents who have access to a loyal and dedicated client base. To increase sales, he suggests holding open days and specialist theme nights centred around a particular country or activity related to the short break.
“Entertain your clients with local food, wine and traditional entertainment and create an atmosphere to really get the clients into the mood for your presentation,” he advises. “Release the group organiser within you!” he added.
Tips for selling short tours
- Don’t rush to discount these tours – they’re good value and relatively low cost already.
- Look to upgrade everything including hotels, excursions, food and transfers to maximise your commission.
- July and August are traditionally quiet in major European cities, as locals head for the coast. This is a good time to visit, with good deals on accommodation.
- To increase sales of city tours, check out the cultural calendars of the major European cities and run window or promotional campaigns around key events.
Sample product
Shearings’ Chantilly Chateau and Champagne tour starts at £469 including four nights with breakfast and dinner. This includes two excursions and travel to France on a luxury Grand Tourer coach and return ferry crossings. shearingsagent.com, 01942 823 449
Leger Holidays has a 95th anniversary battlefield tour of northern France. The four-day tour, which uses Silver Service coaches, costs from £289 and includes accommodation and breakfast, free local pick-ups, specialist guide and excursions to Neuve-Chapelle and Battle of Aubers Ridge, Flanders Fields and Battle of Loos. leger.co.uk, 0844 504 6251
Singles operator Solo’s Holidays repeats its four-night Food and Wine Italian Style group tour in September. The tour is based in a village near Trento, northern Italy. Activities include tastings and visits to Lake Garda and Trento. The trip costs £589, including flights from Gatwick, three-star hotel and some meals. solos.co.uk, 0844 371 8860
New for 2010, Titan HiTours offers a twin-centre tour of Croatia taking in Split and Dubrovnik. The eight-day trip includes a guided tour of the Unesco site of Diocletian’s Palace in Split and the Old Town of Dubrovnik. Prices start from £1,195. titanhitours.co.uk, 0800 988 5858
