“Ferry prices have been artificially low for too long”
OPERATORS have welcomed the rise in cross channel ferry prices to France after fears the rock bottom fares could have damaged quality and service.
Despite ferry prices soaring by up to 30% to compensate for the scrapping of duty free, self-drive companies reported encouraging early booking for the destination.
Bridge Travel Service general manager Jackie Willcocks said the increase could even spur growth.
“Ferry prices have been artificially low for too long,” she said. “We believe a realistic increase will help improve business from travel agents because bookings will earn a more realistic return. Prices had got to a silly stage and although we didn’t have an increase in complaints, you can’t almost give it away and retain the same level of quality long term.”
Average prices have risen by 15%, she claimed.
Cresta marketing manager Jane Williams also welcomed the move and branded cross channel ferries “floating duty-free shops”.
“The quality was in danger of suffering,” she said. “We are already seeing an improvement. There are club lounges and customer service is on the up. It has meant a 5% increase on holiday prices but we are 16% ahead of last year, so the doom merchants who predicted a downturn have been proved wrong.”
However, Williams added that more people are shopping around before booking while visitors to Disneyland Paris are becoming more budget-conscious and trading down to off-site hotels.
Motours director Keith Swift said there was no sense of value of ferry prices, with fares ranging from ú1 to ú200.
“For the customer this was all very confusing,” he said.
The operator has introduced short-break holidays to Brittany and the Cherbourg Peninsula this year using the new fast ferry crossings to Cherbourg and St Malo.
Swift added that Aquitaine, the Vendee, Provence and the Cote d’Azur are selling well.
Drive France, which has increased prices by 3% on ’98, reported a surge in flydrive holidays to the Cote d’Azur, largely due to the availability of low-cost flights.
“Clients are using the saving to upgrade accommodation,” said programme manager Deborah Chiverton.
She reported strong short-break sales to Normandy.
A move south was also reported by Travelscene with development in the Loire and Champagne regions.
“We are moving away from hotel chains, which is no reflection on those companies, but simply because customers are looking for something different,” said sales director John Harding.
“We are looking for more properties with a bit of character.”
French Life, meanwhile, is seeing movement to Isle de France.
Managing director Rod Moseley added that its joint European programme with SeaFrance, launched late last year, is also performing well. It hopes to attract 25,000customers.
France is being offered for the first time this year by the Magic group. Brand manager Chris Meyrick said flydrives to Provence, Cote d’Azur and the Dordogne are providing the bulk of sales.
Brittany Ferries has launched a special short-break section in its Holiday Homes and Hotels brochure, while eight holiday apartment properties have been added, making a total of 27 across France.