TWO specialist dive operators, Goldenjoy and Harlequin, claim that the number of UK holidaymakers booking diving holidays is growing annually by 30% – a statistic that should make agents don a mask and flippers and jump straight into the deep end of their local pool to find out what all the fuss is about.
Those who take the plunge may find it productive in more ways than one. Not only could a little knowledge help boost commission, but it also could introduce a loyal clientele, a new hobby and a crowd of young friends.
Dive operators report that the sport is particularly popular among 25-45 year-olds, particularly single females, and can cater for a variety of budgets – costing anywhere from £299-£3,000 per person for one week.
In addition to young single women, Regal Holidays claim families are also a potential growth market thanks to Bubblemaker, a new initiative launched by the Professional Association of Diving Instructors (PADI) this year.
While children still have to be at least 12 years old to gain certification, Bubblemaker allows those aged eight and above to try a dive up to a limited depth under supervision.
Both Regal and Kuoni have been quick on the uptake to offer the course in destinations such as Egypt from around £20 for a 2hr session.
“From an agent’s point of view, diving is an untapped market,” said Goldenjoy commercial director Ronnie Findlay.
Goldenjoy currently takes 7,500 divers abroad each year, with a further 3,000 booking a dive package as part of their main holiday.
While Harlequin would not reveal figures, specialist marketing manager Lea McArthur confirmed that it is expanding its dive department.
She said: “We will add two extra staff by the end of this year. This year we employed around 30-50 merchandisers to visit some 1,500 agents and tell them about the product that we offer.
“We want to work more closely with the trade as many agents seem afraid to sell diving as they do not know which questions they should ask.”
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Harlequin is launching its new expanded brochure at the London Dive Show, taking place at Olympia on March 25-26. Boosted from 48 pages to 82 pages, new destinations include Palau in Micronesia; Hawaii; Fiji; and Australia. Harlequin has also expanded in British Columbia, Canada, where it highlights other activities in addition to diving.
McArthur added: “We want to cater for divers with non-diving partners. In Canada, visitors can also take part in other activities such as kayaking and wildlife watching.”
Kuoni will unveil a its second edition dive brochure at the London Dive Show – and also announce a number of initiatives such as roadshows with try-dive sessions to encourage agents to take a dip.
Kuoni diving coordinator Daniel Le Merle said: “Activity holidays are growing and agents are are perfectly capable of selling them. Booking a diving holiday does not involve much more work than a normal package, and it can mean an additional £250 on the price – not bad for a couple of minutes work.
“Divers are also loyal clients who will come back time and time again,” he added.
Hayes and Jarvis and Regal also take agents on educationals to a number of countries featured in their dive brochures. While the best-known dive areas are often the Red Sea and Cayman Islands, Regal managing director Andy Telford said Tobago, Grenada and Cuba are potential new destinations to watch our for.
“Grenada offers great value for money with one week including five days’ diving, charter flights and accommodation from £719 per person,” he said.