DESPITE the thousands of pounds spent each year on roadshows and agent educationals, tour operators claim the retail sector is still not pushing Israel to clients looking for a beach holiday.
Longwood Holidays managing director Rafi Caplin said:”Israel is a year-round beach destination, with Eilat great for winter sun and the cooler Mediterranean coast ideal for a summer holiday.
“We try to educate agents to think of Israel as a beach destination but remind them that once a client is there, they can see the holy sites and the Dead Sea, or they can combine their trip with a visit to Petra in Jordan or Cairo in Egypt.
“But while most are aware of Eilat, I suspect many don’t even know Israel borders the Mediterranean sea.”
Pullman Holidays managing director Simon Blutstein added: “Israel has so much to offer, it should be easy to sell, but most agents are just not aware of it. It would help if Eilat was sold as being in Israel not in ‘Eilat on the Red Sea’ as this adds to the confusion.”
In presentations to agents, Peltours marketing manager Darren Panto said he stresses the high standards of food and hygiene in Israel, as well as the short flying time from the UK, which is less than 5hrs.
“The perception is that Israel is a Third World country, but it is a modern state,” he said. “Tel Aviv is a massive cosmopolitan centre, most Israelis speak English, dollars are accepted and there are even some McDonald’s if that is what you want.”
Panto said one of the problems agents have in selling the north of Israel is the cost, as you can usually get a holiday in better known destinations such as Florida for the same price.
Superstar Holidays manager Levana Elyahou added: “We are constantly telling agents there are so many more ways to sell Israel than as a Holy Land destination. For instance, the Dead Sea spa breaks are increasingly popular.
“They don’t realise that Israel is small enough to enjoy two and three-centre holidays. You can spend time scuba diving in Eilat, and then take a trip to Jerusalem or go across the border to Jordon.”
To try to increase awareness of Israel, most of the specialists invest in agent training. Several will be running agent educationals to Israel later this year (see panel) and will also be taking part in the Israel Government Tourist Office roadshows in October (see IGTO story, page 74).
“Once agents have been to Israel, we have managed to sell it to them and it is much easier for them to sell to clients,” said WST Holidays marketing manager Adam Huberman, who is running an educational next month.
The operator also holds an additional five roadshows, again with IGTO, every three months for 120 agents, while Israeli hotel group Isrotel plans to go out on the road later this year on its own.
Leisure services director Simon Lewis said:”We take part in the IGTO roadshows, but as a leading hotel group in Eilat we want to present our own message.
“Dates and venues are still being finalised, but we will co-ordinate our roadshow with a merchandising campaign and some of our tour operators, as well as a mystery shopper exercise to find out how agents are selling the resort,” he added.
educational round-up
n WST Holidays has places for 80 agents on a five-day trip at the end of October/early November visiting Eilat, the Dead Sea, Jerusalem, Tel Aviv and Tiberias. Invitations will be sent to all agents with preference given to top sellers and those who have never been before. Agents who work for multiples pay £89.
n Peltours is running an educational in November, two in December and one in January 2000. Each will have 30 places and visit Eilat, the Dead Sea, Jerusalem, Haifa or Tiberias and Tel Aviv.
n Longwood is taking seven groups of 30 agents to Israel every week from early November. Each group will visit Jerusalem and the Dead Sea en route to Eilat, where they will spend the weekend. The operator prefers agents over 20 years old. Multiples are taken for free, but independents must pay £169.
n Superstar Holidays plans two educationals this year and one early next year, each for 30 agents. Dates and itineraries have not been finalised, but will visit Eilat, Jerusalem, Tel Aviv and the Galilee. The cost will be about £100.