SUPERBREAK has frozen or cut prices for 1999 after a year in which the UK market lost out to Europe.
Recession in the north of England, cut-price air fares, Eurostar, and a rise in London hotel rates, all contributed to a 3% decline in Superbreak’s business.
Superbreak joint managing director Nick Cust said: “We did not lose market share, which indicates the market overall was down. Most of London’s business comes from the north, which hit an economic downturn. Eurostar was heavily promoting its services and hoteliers in the UK overpriced themselves.”
He said prices have been held, or cut, to help stimulate the market.
“Short breaks are also habit forming,” he added.Ê”People who didn’t go last year are likely to go in 1999.”
The York-based operator has increased the number of hotels in the new programme from 650 to 750. Among the latest additions are 80 Meridien, Heritage and Posthouseproperties after the operator struck a deal with parent company Forte. “We have wanted to form a closer relationship with Forte for some time,” said Cust.
The operating is offering Millennium Dome packages from January 2.
Cust said many hotels will close over the New Year. “They can’t find the staff or can’t afford them. I know one hotel that pays its pianist ú50 for a Saturday night. On New Year’s Eve, they are paying him ú1,000.”