How should travel agents respond when the industry is accused of unfairly ramping up prices in school holidays? Industry experts offer their advice
A Facebook rant by consumer Paul Cookson about how he was “sick to death” of being “ripped off” by holiday companies went viral and has been shared by more than 144,000 people.
Consumers have also signed an online petition calling for a cap on the percentage increase on prices during the school holidays. This has now attracted more than 160,000 signatures – well over the 100,000 needed to be considered for debate in Parliament.
Travel Weekly asked Travel Designers director Nick Harding-McKay, Elaine Tait, managing director of Kenneth Macleod Travel, and Advantage head of commercial John Sullivan, how agents should tackle the questions from customers.
Q. Why are family holidays so much more expensive during
the school holidays?
Nick Harding-McKay: “Higher costs are associated with supply and demand. Better weather also creates higher prices – this has been standard for decades.”
Elaine Tait: “Prices are higher due to these dates being classed as peak time by the operators and hoteliers. As in any business, it is down to supply and demand.”
John Sullivan: “Flatter pricing across the year would make shoulder and low season more difficult to sell. Hotels are obviously going to charge more for rooms in high summer than they would in winter or shoulder seasons, the same for airlines, it is a simple business principle.”
Q. My family are desperate to book a summer holiday, but the prices are just too high. What do you suggest we do?
NHM: “Perhaps look at the last two weeks of summer as many European school holidays end mid-August. If you can be flexible then you may save money. Having fixed dates and destinations makes it harder. Do not have unrealistic ideas about price‑slashing at the last minute.”
ET: “If the price is too high we look at other airports. For example, here in Scotland the school holidays start at the end of June, so flying from an English airport in early July can be cheaper.”
JS: “Drop a star rating, go self-catering and actually self-cater as opposed to eating out. Properties within key resorts that are not frontline beach hotels are often as good-quality but come at a much more competitive cost. Go to lesser-known resorts or emerging destinations that are competitively priced to attract holidaymakers. Consider old favourites that have fallen out of favour, such as Benidorm.”
Q. I have seen a much lower price advertised and yet you can’t find me a holiday for that price – why?
NHM: “Advertised prices are for holidays in the low season and flights, especially those from budget carriers such as easyJet, can change at any moment.
With fewer holiday companies owning hotels or airlines, prices change beyond the control of
the operator.”
ET: “Prices advertised do not always include everything and are often ‘from’, so it will depend on date and duration. The holiday might not be covered by Atol or have any form of protection.”
Q. Are there some destinations that I could go to where my children could learn something new and therefore I could justify the holiday to the school?
JS: “All travel can be educational, even traditional fly-and-flop resorts can be close to world-famous attractions. Travel broadens a child’s mind and should be considered a crucial educational tool. You don’t need to look at specific holiday types. Cruises go to many destinations boasting ancient and modern wonders; touring holidays do the same; and winter sports teach children new skills and experiences.”
NHM: “Yes, kids’ clubs have changed in recent years. There can be a real focus on fun learning and many operators offer specific tours for families.”
Q. When are the best prices available for school holidays – should I leave it until the last minute?
NHM: “Check out some of the amazing early-booking offers from operators such as Club Med. These give the best prices and the most availability, guaranteeing kids’ clubs, babysitting and interconnecting rooms. These
sell out fast.”
Q. What are the cheapest
family holiday destinations
this summer?
NHM: “Short-haul, Turkey; long-haul, the Dominican Republic.”
ET: “Bulgaria, Croatia and Turkey.”
JS: “The usual Med destinations: Turkey, the Algarve, Majorca, Costa Blanca, Costa Brava and Bulgaria, to name but a few.”