Forte Hotels chief executive Antoine Cau has warned inbound operators they face increasing competition for tourists from other destinations and urged all parties to work together to combat the problem.
Delivering the keynote speech to the British Incoming Tour Operators’ Association annual conference in Leeds, Cau said:”The competition is coming not only from our traditional rivals in Europe, but from emerging markets throughout the world. Meanwhile, the introduction of European Monetary Union makes mainland Europe easier to sell and competitive in price.
“It is likely that sterling will remain high for some time – it continues to perform strongly against the euro and that could deter incoming travellers.”
Cau said only a co-ordinated effort from every sector of the industry to market Britain as a destination would succeed. “We must put our rivalries aside and work together to deliver co-ordinated messages.”
Cau added that the industry should support the Government in improving standards throughout the industry.
“I know the industry is calling for a change, for a new single system of complementary standards we can all buy into. We need a system that consumers have confidence in.
“We must do everything we can to support the minister in delivering critical change in approaching the industry delivery of superior standards.”
Cau revealed Forte was investing ú10m over the next three years in training and said all companies needed to concentrate on improving service.
n Forte is to spend an undisclosed sum on refurbishing The Queens Hotel in City Square, Leeds and converting it into a Le Meridien property.