THE continuing popularity of the UK short-break market has seen operators scurrying for more ideas to satisfy demand.
And attempts to come up with something different has led operators to introduce themed weekend packages.
Sunvil UK managing director Lloyd Boutcher said: “It’s a growth market. People are looking for something a bit different, so we are trying to keep ahead of the game.”
Activity breaks now account for around 10% ofthe operator’s overall short-breaks programme.
Products range from white water rafting in the Scottish Highlands to hot-air ballooning over the Lake District.
A second operator, Acorn Activities, carries 25,000 clients a year on weekend breaks.
According to managing director Charles Cordle, business has never been so good. “Themed weekend breaks are one of the real growth sectors in the UK market,” he said.
His company offers 150 activities. They range from abseiling and kayaking weekends in the Scottish Highlands, to more sedate bridge or craft weekends in manorial comfort.
Cordle said Acorn develops new theme breaks in response to TV trends, and has begun to offer garden design and interior decorating weekends to cash in on the national obsession with TV makeovers for the home.
Crystal Holidays features weekend spa breaks and weekend excursions on the British section of the Orient Express from London Victoria to Edinburgh, York, the Lake District and Bath with an overnight stay in a top hotel.
Superbreak features family packages to Legoland, London Zoo and the Tower of London, as well as trips based on events such as the Grand National and the Chelsea Flower Show.
Embassy Leisure Breaks cites golf as a very popular option. A company spokeswoman said: “Golfing breaks attract pairs of men or two couples. The men play while the women use the health facilities.”
With themed weekend packages becoming such big business, Cordle reminds agents of the ability to boost their earnings.
He said: “If we can do £2.5m worth of annual business in the UK, isn’t that a message to travel agents that this is a market they should get into?
“Travel agents haven’t yet woken up to the fact that there is a lot of money to be made.”