Shorter stays now dominate market
SHORT breaks have overtaken all other sectors of the market to become the biggest-selling product on the Channel Islands for most operators.
Breaks of an average four nights account for 97% of bookings on Cadogan’s dedicated Jersey programme, Creme de la Creme – a far higher percentage than expected when the eight-hotel brochure launched this year.
“We are featuring only the best four and five-star hotels and we originally thought people would want to stay longer,” said managing director Gary David.
The island’s strength in the short-break market has earned it a place in the operator’s new cities brochure.
Meanwhile, Islanders, which claims to have been the first operator to ¼negotiate shorter stays and flexible arrival days with hoteliers, is taking 10-night, 11-night and 14-night arrangements out of its brochure next year as they are no longer in demand.
“I noticed short breaks started to take off 10 years ago and I formed Islanders on the back of that,” said managing director John Penson. “Now most operators offer two, three and four nights as well as seven days, which has made it more competitive. The average stay for us on Jersey and Guernsey is four nights – down to three in winter – although it rises to five nights on Sark.”
Penson believes the islands’ short-break appeal hinges on the weather. Even if the sun is not shining, visitors in the islands for four days can relax, enjoy good food and take in some walking. If they are on Jersey, they can go to France for the day, while from Guernsey there are the islands of Herm and Sark to visit.
For a longer holiday, people are more likely to want to go to the beach, so they want to be more assured of good weather.
Among operators that offer short breaks are Premier Holidays and Thomas Cook, which each prices holidays nightly from two to seven nights, and Crystal Holidays, which offers two, three, four and seven-night holidays as well as the traditional 10 and 14-night stays. Preston Holidays has two to five-night breaks, plus a seven-night price.
Penson admitted that the islands are not cheap but said airlines and Condor Ferries had done a lot to encourage mid-week travel to bring the price down.
Islanders offers four nights bed and breakfast at the Pomme d’Or in St Helier, Jersey, for £252 per person in the peak season.
“We are now the only operator to offer hotel-only prices, which is a huge selling point for agents. “It gives clients flexibility and I am sure everyone will follow.”
Cadogan’s David agreed that Jersey was expensive, but added: “The advantage is that the island is just 30mins away by air and clients can be in their hotel quickly, so they do not spend all their weekend travelling. They also know they will get good standards.”
Many of the Channel Islands’ operators target selling campaigns at the short-break market. For instance, with the family booking period over, Premier has launched a second-edition brochure featuring a couple on the front cover instead of children, while Travelsmith has run special offers at hotels including the Merton and Le Coie to attract the short-stay market, which now dominates its business outside the summer peak.