In just a few weeks it will be three years since the collapse of Lehman Brothers sent shock waves around the world.
I wonder how many of us saw pictures of weeping bankers in September 2008 and believed that three years later the economic meltdown would still be the lead item on the Ten O’Clock News? And still having an impact on our work and personal lives?
Making a quick getaway
With the ongoing financial turmoil and rioting in England I suspect there are many people who have reached breaking point and just want to get away. This certainly seems to have been reflected in bookings, as there has finally been a last-minute rush to buy holidays over the last few weeks.
But there’s no escape from the downbeat headlines. A new Household Finance Index suggests people are under greater strain now than they were at the height of the recession.
As the summer season comes to an end and all eyes turn to winter, the last-minute booking pattern isn’t going to go away. In fact, it’s going to become the norm.
Over the last three years I’ve learnt that we need to diversify. It’s no good doing the same thing and praying the economy will perk up. We need to change to reflect the modern market.
Three years ago we featured few UK holidays on our site, but we have massively increased the space we give to domestic breaks, as well as short breaks, spa days and five-star holidays.
Crystal ball would be handy
I’ve often wished I had a psychology degree to understand people’s buying behaviour. And never more so than now, to try and second guess what will happen for the next few seasons.
We’ve just done our own survey that shows people make spur-of-the-moment decisions to book a holiday based on the simplest of factors – and it’s not just money.
Suddenly the fast pace of life starts to take over, people feel run down, the weather is rubbish and their skin looks grey. It’s then folk admit they have had enough.
Of the 2,000 people we polled, 44% booked a late break on the realisation that life is too short. Maybe we need to get inside people’s heads a little more.
Holidays are not just any old consumer product. They are a remedy for stress, a family bonding experience, a maker of memories, a healing process for relationships and a reminder that the world isn’t all doom and gloom.
As winter approaches we need to think of ourselves as holiday health clinics. Need to lose weight? Try skiing as exercise. Need a tan? Have a prescription for winter sun. Feeling run down? Two days in a spa. Tell us your ailment and make sure we’ve got the right holiday remedy to hand.