MALTA is turning out to be a surprise achiever in mainstream city-break programmes, attracting mainly older clients who stay for longer than in other short-stay destinations.
Most city-break specialists include the five-star Le Meridien Phoenicia, situated beside Valletta’s City Gate, along with a small three/four-star Malta hotel selection.
Crystal Cities product director Alan Betty said: “We introduced Malta two years ago on the back of Gibraltar, having perceived there was a market for English-speaking destinations. Our Malta clients are older and because the accommodation costs aren’t prohibitive – they’re going for five nights rather than our average of two and three nights.
“The three-star hotels sell best. Like Gibraltar, we find Malta is more price sensitive. We plan to build up our core programme and then explore other options, such as Gozo.”
Cresta marketing manager Jane Williams identifies the typical Malta short-break client as “older, well heeled, 50-plus couples who want to get away for a long weekend.”
The operator has been hit by the delayed opening of the four-star Golden Tulip Vivaldi, which Cresta had planned to offer from March this year.
“As short breaks are generally taken out of season, we’re down on capacity,” she said. “But happily the Phoenicia is going extremely well – its product is spot on. The hotel has the perfect short-break combination of lovely grounds with a gorgeous pool and a location next door to Valletta.”
Travelscene commercial manager Paul Stanley reports Malta sales 48% up in the operator’s second year to the island, although he didn’t reveal exact figures. “It’s a sunshine city break that fits well into our programme.” he said.
“Though numbers are small at present, I hope Malta can achieve the level of Palma, which is doing really well.”
Cadogan’s decision to feature the five-star Hilton in its new Cities and Short Breaks programme this year has backfired – the hotel’s opening is further delayed to November.
But the new programme does offer Cadogan’s leading five-star Malta seller, the Crowne Plaza. Managing director Gary David said: “Demand for Malta’s upmarket hotels has been particularly good.”
Magic Cities only brochures the Phoenicia. Brand manager Richard Hume said: “Sales for 1999 are up considerably. I’m surprised at how well the destination is working for us.”
Inghams Eurobreak added two Gozo hotels this year, but sales for the smaller island have been disappointing, said Eurobreak product manager David Deane. “I’m not sure whether Gozo can be successful as the transfers are inconvenient for short stays,” he said.