A HIGH percentage of repeat clients and good growth in bookings characterise the market to Bermuda, according to UK operators.
British Airways Holidays worldwide product manager Paul Cleary said:”We have seen 20% growth year on year. Bermuda has a certain sophisticated charm about it. It is expensive, but no more so than a lot of Caribbean destinations.”
Prestige Holidays deputy managing director John Dixon said:”We have some people who we have booked every year for 10 years.
“They are prepared to pay £6,000 for a holiday and they know exactly the way they want it. They are good people to deal with.”
Golf
Golf is becoming more popular in Bermuda for two main reasons. The destination has more golf courses per square mile than any other island – currently eight courses in 21sq miles and firm plans are under way to build two more.
Secondly, the temperature rarely goes below 65F during the shoulder and low seasons.
Most operators offer golf as a tailor-made option. Recommended hotels are the Pompano, which is next to the Park Royal Golf Course, the Southampton Princess which has its own course, and the PinkBeach Club which is next to the Mid Ocean Club course.
Most hotels charge daily green fees, ranging from £40 a day for the Riddells Bay Club to £100 a day for the Mid Ocean Club.
Two-centre holidays
Bermuda Tourism estimates that one-third of the total UK visitors to Bermuda combine the destination with a US city, usually New York, Boston or Toronto.
Prestige Holidays deputy managing director John Dixon said: “If you are going to fly 3,000 miles you might as well go another hour and a bit to one of these UScities.
“We have selected several hotels for each US destination, but we have found that many people choose the same hotel. They take the cheap option in the US, where they just want somewhere to sleep and have breakfast, and the expensive ones in Bermuda where they want comfort, style and grace.”
Most passengers spend three to four nights in the US and up to two weeks in Bermuda. Prestige’s prices start at £1,560 for three nights at the Warwick in New York and seven nights at the Southampton Princess on Bermuda.
Cosmos’ newly-launched upmarket operation Distant Dreams features a combined New York and Bermuda holiday. Prices start at £979 for seven nights.
Short breaks
Bermuda is establishing itself as a short-break destination despite being a 7hr flight from London.
Cresta, Crystal and Elite introduced Bermuda to their short-breaks programmes last year, following British Airways’ decision to operate a fourth direct weekly service to the destination.
Elite managing director Peter Jackson said:”There is demand for people who want to go for sunshine or to play golf, but cannot afford the time for a longer stay.”
Cresta marketing manager Jane Williams said Bermuda accounts for 4% of the operator’s short-break market.
For established operators, such as Prestige Holidays, short breaks account for up to 10% of its Bermuda product. Managing director John Dixon said: “Some of these people will always want to go back for a longer stay.”
A short break with Distant Dreams leads in at £719 for four nights at the four-star Southampton Princess at Stonington Beach.