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Royal Wedding will be catalyst for London breaks, says Superbreak

Domestic tour operator Superbreak anticipates the Royal Wedding to be a “turning point” for short-break bookings to London.


In contrast the operator claims next year’s Olympic Games is unlikely to boost bookings to the capital until after the event.


National sales manager Graham Balmforth said the Royal Wedding of Prince William and Kate Middleton on April 29, as well as the opening of three new West End shows, was expected to kickstart short break sales to the capital for the rest of the year. The new shows are the Wizard of Oz, Shrek and Ghost.


“People will get behind the wedding and there will be a feel-good factor in the country. The Royal Wedding will boost London bookings and, with the shows, drive business to the capital,” he said.


Events rather than weather drive sales for London breaks, he added.


However, the operator admitted it was “not getting too excited” about the Olympic Games in the capital next year as a lot of the bookings during the event would be made direct.


“I don’t think we will benefit but we won’t lose out,” said Balmforth.


After the event there are likely to be some competitive hotel rates and these will drive post-games bookings, he said. “We will get business at the back end of the games and straight after the Olympics there will be some good rates in London and lots more hotels. There will be stadium tours that people will want to do.”

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