WITH sales of Prague city breaks still at peak levels, Czech Republic and Slovakia specialist Cedok Travel is well placed to cash in on the city’s popularity.
But managing director Marketa Athanasiadova warns:”Prague continues to sell itself despite a lack of promotion by the government, but it won’t be forever.
“It’s time money was put into promoting the whole country.
“South Bohemia is particularly beautiful, with UNESCO heritage sites like Trebon, Cesky Krumlov and Ceske Budejovice all worth visiting.”
State-owned prior to 1993, Cedok handled 95% of the limited ex-UK traffic heading for the former Czechoslovakia. After the fall of communism, Prague’s popularity soared.
The city-break specialists muscled in and now all offer the Czech capital. With the number of UK operators featuring Prague having doubled to 125 in the past two years, competition is intense.
“We now do maybe 25% of the total business to the Czech Republic and 95% of our bookings are for packages to Prague,” said Athanasiadova.
Privatisation of Cedok was a natural development following the Slovakia-inspired ‘velvet revolution’ that split Czechoslovakia into two states in 1993.
Cedok hived off the Interhotels chain and was left to focus on its inbound and outbound tour operations.
The London office, operative since 1946, is one of seven Cedok branches abroad.
Last year it handled 5,000 clients; bookings this year were 20% ahead by March.
Cedok has two brochures on the UK market – the main programme contains both packaged and modular product and a smaller publication features spas.
While Prague is the focus – anywhere else in the Czech Republic is regarded as off the tourist trail – Cedok has added escorted coach tours for 1999 and devotes a brochure spread to west and south Bohemia, seen by Athanasiadova as the next growth areas.
Outside Prague, castles and chateaux are offered as alternative accommodation; within the capital, demand is increasing for self-catering apartments and private accommodation in Czech homes.
“Staying with a family appeals not only to travellers on a tight budget but to those who are keen to meet Czech people and who want to learn about Czech life,” said Athanasiadova.
Cedok has added Prague’s new five-star Radisson SAS for 1999, but is unlikely to feature the Marriott that opens soon.
“We do very little corporate business – our market is more three and four-star leisure,” she added.
Cedok’s modular pricing shows a trend for people to book holiday components individually.
“It’s a flexible programme that caters for people collecting Air Miles,” said Athanasiadova. Around 40% of Cedok sales is for modular product.
The growth of twin-centre business is reflected in an expanded Central Europe section featuring Budapest, Vienna, Warsaw and Crakow and using the cheap promotional fares offered by CSA, LOT and Malev.
However, there is little UK interest in Cedok’s spa holidays – despite the availability of a spa brochure detailing product in Karlovy Vary, Marianske Lazne and five other Czech spa resorts.
Culture is the key to Czech tourism success, Athanasiadova maintains.
“It’s the main attraction for the British. Prague and other cities in the Czech Republic have so much to offer,” said Athanasiadova.