Domestic breaks have seen steady growth in recent years, representing a real sales opportunity for agents.
With so many types of holidays and experiences available, it’s important for agents to understand what the customer is looking for, from history and heritage to modern boutique hotels and activities.
Geoff Cowley, managing director of UK break operator Hoseasons, offers his tips on selling domestic holidays.
1. Drive time is important
One of the reasons people take UK breaks is that they don’t have to travel too far, especially for short breaks. So destinations that are about two hours’ drive from you will be popular, and it is worth promoting these places in window displays.
2. It’s about the experience
When you sell a UK break it’s even more important to go beyond the accommodation, and start with the whole experience. As well as activities at hotels and our Go Active holiday parks, there are lots of activities out there for holidaymakers, from cycling to surfing. All sorts of holidays are available in the UK – it’s just a case of finding something that truly matches your customer’s needs.
3. And Fido comes too
People love their pets and many don’t want to leave them behind when they go away. That means that taking a pet on holiday, especially the family dog, is very popular. Many beaches are closed to dogs during high season, so do check and look for great off-peak deals for holidaymakers with pets. There is lots of good value pet-friendly accommodation in the UK, especially self-catering, so this can be a useful selling point.
4. A touch of luxury
Former preconceptions of UK holidays have been smashed in recent years by the emergence of some fantastic quality accommodation in every corner of the country. Just because someone has decided they don’t want to travel so far does not mean they will want to trade down in terms of accommodation, so be aware of the vast range of options on offer including cottages, holiday parks and even boating, as well as hotels and B&Bs.
5. More for their money
Everyone is looking to stretch their budget further these days and with no flights to pay for, a holiday in Britain can be a winner. And don’t forget that many of our cities make a great alternative to a short break overseas, with lots to do and plenty of accommodation to choose from, now including more and more family-friendly serviced apartments.