FLORIDA is gearing up for a large influx of UK visitors next year after a mainly flat performance in the market this year due to domestic conditions.
Visit Florida’s new sales and marketing manager Europe, Sue Broomfield, said the Sunshine State’s disappointing 10%-15% drop in summer traffic from the UK was in line with the rest of the long-haul market.
Broomfield, previously UK representative for Florida’s Lee Island Coast, added: “We had a bumper year in 1998 so this year’s picture was not entirely unexpected. Early bookings were slow due to consumer confidence being down.
“People were also holding off because of the UK’s buoyant housing market and the fact they want to commit to a bigger spend on their holidays next year, especially those with families.”
This is already beginning to reflect a surge in operators’ Florida bookings for summer 2000, with a general market rise of between 20%-30% year on year.
However, Broomfield said areas including the Gulf Coast and Fort Lauderdale had sold reasonably well this year, as well as the traditional flydrive market.
She claimed that charter seats and packages have not been greatly discounted as a result of the general downturn – a situation that could be put to the test next year when more operators include the use of scheduled flights (see story on page 59).
A greater number, including Jetsave and Unijet, are utilising the daily services of US carriers into alternative Florida airports from both London and UK regional airports.
These include Fort Myers, Sarasota, Naples and Marco Island on the Gulf Coast, and Jacksonville and Tallahassee in the northern Panhandle region.
This option enables them to offer a wider and more flexible choice of arrangements than the two-week charter-based Orlando package.
One operator which has established a strong programme of scheduled flying to Florida is Funway Holidays.
Managing director Stephen Hughes said: “In many instances we can secure fares that are comparable to, if not cheaper than, many charter prices, especially outside of the six-week peak summer period.
“These also allow clients to fly into one Florida airport and out of another, or even from some of the other US gateways, such as Atlanta.”
Premier Holidays says clients are becoming much more aware of the tailor-made flexibility offered by taking advantage of open-jaw flights.
General manager for North America Rob Haynes said: “Although there is a trend among customers to spend longer in Orlando, it means they can easily combine it with other Florida and US destinations.”
Meanwhile, Visit Florida is organising a Superfam early next summer, following a trip for 80 agents this June, as well as a facility trip for operators to look at some new product and less well known areas, such as the Panhandle region (see page 68).
n Florida’s UK office has dropped the £2.50 charge for information packs to be sent to consumers. These can be ordered on 01737 644882. The Florida Information Line is still available on 0891 600555. Calls cost 60p per minute.
Florida’s space coast
Kennedy Space Centre, NASA Parkway, Cape Canaveral
Location:the Kennedy Space Centre is about a 1hr easy drive for Orlando-based holidaymakers wanting to make a day excursion. It is situated in central east Florida and forms part of the state’s less-known seaside playground that includes Daytona Beach, Cocoa Beach and the growing cruise gateway of Port Canaveral. Further east is Vero Beach on the so-called Treasure Coast where Disney has its own resort property.
Facilities:a $10m expansion includes new themed areas, the Robot Scouts narrated walk-through exhibit of the solar system with ‘views’ of the moon, Mars and the cosmos. There is also a new 300-seat theatre currently showing the Quest for Life film about the planets. Other attractions within the centre include the Then and Now tour of Cape Canaveral – Past, Present and Future, and the Apollo/Saturn Visitor Centre, a $37m, 100,000sq ft complex where visitors can board a life-size replica of a space shuttle and tour NASA’s Space Shuttle facilities. The Kennedy Space Centre tour features facilities now in use, including the Complex 39 Space Shuttle launch pads and the Vehicle Assembly Building where shuttles are prepared for launch. Tours last 2hrs but buses run continuously so passengers can alight and reboard wherever they wish. There is a shorter, 15min Saturn Express Tour. Various IMAX films depict future life among the stars; an odyssey of the Universe with exterior shots of Shuttle flights; and an inside view of the Shuttle programme.
Opening times: from 9am until dusk.
Cost:Mission Pass for a bus tour of the space centre plus two IMAX films is $26 for adults; $20 for children. The Crew Pass for the tour and one film is $19/$15.
Shuttle launches:you can call 001 407 867 4636 for a schedule of upcominglaunches and ticket information.
Cost:$10 for a view of the take-off or $15 including one IMAX theatre ticket. However, tickets have to be bought in person at the Kennedy Space Centre visitor centre up to five days before the launch.
Astronaut Hall of Fame, Vectorspace Boulevard, Titusville
Location:at the mainland end of NASA Causeway, it has artifacts from the space programme and several interactive exhibits, such as a flight simulator and a G-Force Trainer that subjects you to four times the pull of gravity. A full-size replica of a Space Shuttle holds a theatre showing a multimedia presentation.
Opening times:daily from 9am to 5pm.
Cost:$13.95 for adults; $9.95 for children aged six to 12, younger children are free.
Astronaut Memorial Planetarium and Observatory, Cocoa Beach
Location: located at Clearlake Road, it has its own International Hall of Space Explorers. The highlight is the sound and light show in the planetarium.
Opening times:Tuesdays, Fridays and Sundays from 6.30pm-9.30pm.
Where to stay:the nearby seaside resort of Cocoa Beach. Funway, Virgin Holidays and First Choice feature one and two-week holidays at the Holiday Inn. Seven-night packages from Funway start at £475, including flights and a car. Separate overnight rates available. Jetset features a two-week drive-and-stay Floridian Explorer itinerary which includes a day and overnight at Cocoa Beach. The tour costs £366 and includes accommodation, welcome kit, itinerary and maps. Car-rental rates cost from about £200.