| Journal: TWUK | Section: |
| Title: | Issue Date: 17/04/00 |
| Author: | Page Number: 48 |
| Copyright: Other |
Region shows its true colours
Tourist organisation steps up marketing in the UK
New england: market overview by Alan Moore
Where, on a self-drive holiday, can you visit at least six states in just two weeks?The answer that will spring to most travel agents’ minds will be New England, if the region’s on-going travel trade training continues to bear fruit.
Massachusetts is already gaining wider recognition because of the growing popularity of Boston city breaks and the beach resort area of Cape Cod. Equally, Vermont, New Hampshire and Maine are getting greater exposure as summer activity and touring destinations as more Britons are discovering their merits in the ski season.
Another state, Connecticut, is closer to New York than the rest of the region, which is a bonus for those wanting to combine the Big Apple with a taste of New England. Connecticut has beaches, pretty little maritime communities and American Revolution history.
Tiny Rhode Island makes up the sixth state. With its grand Newport mansions and year-round festivals and events, it makes an ideal diversion on a flydrive itinerary.
Understanding the diversity of the region is one of the key elements of marketing consortium Discover New England’s training programme in the UK. Managing director Jackie Ennis said: “Training is a very important part of our year’s programme, following on from the successful sessions during World Travel Market in November.
“As agents’ knowledge improves, they are more able to tailor itineraries to meet individual interests and to include the vast array of activities available in New England.”
DNE is undertaking workshop training sessions around the UK during the course of this year, while its next educational is next month covering the more southerly states of Massachusetts, Rhode Island and Connecticut.
Other forthcoming fam trips include a cultural-themed visit and an incentive travel-based educational, both organised by the Massachusetts Port Authority in conjunction with partners. Sales staff wanting more information about the training courses can call the DNE travel agent information line on 020-8891 1999. Information packs with maps and posters are also available and questions about the region can be answered on the spot.
In another initiative, the Massachusetts Office of Travel and Tourism has just led the largest-ever state delegation to the UK and Ireland.
Representatives from 20 key hotels, attractions and regional tourist councils have completed training sessions for agents in nine locations, including Scotland.
A record 25 UK tour operators looking at expanding or launching New England product will meet with receptive operators and suppliers at Discover New England’s fifth Annual Summit event being held in Stowe, Vermont, June 5-7. This year’s theme is ‘The Global Challenge – Developing and Sustaining Partnerships’.
Maine attraction: getting greater exposure as a summer destination for the UKmarket
Operator view
Travel 4 is one of a number of operators to New England that is continuing to develop its product in the six states as more clients look to tailor-make their holidays independently.
US product manager Louise Davies said: “We are looking at featuring a page on each of the New England states next year instead of just the current two pages of hotels for the whole region.
“The sections will include what to see and do, with suggestions for boat trips, whale-watching and other excursions. We also hope to feature pre-bookable add-ons for a range of activities.”
“Self-drives are very popular and more clients are using these to tailor-make their own itineraries, which accounts for 90% of our business.”
Davies said the popularity of renting apartments and private homes in Florida is also beginning to rub off in the New England market.
Although they are not featured in the brochure, Travel 4 is offering two-bedroom, self-catering units at the Brewster Green Resort on the north side of Cape Cod from £430 for one week’s rental in the summer, sleeping four to six people.
“Cape Cod has boomed this year and generally we have never known New England to be so popular,” said Davies. “There are also more incentives to travel in winter on short breaks, including very favourable air fares and reasonably priced accommodation, often with a third and fourth night free or free breakfasts.”
Davies: hoping to feature pre-booked excursions
sample product
Latest itinerariesOsprey Holidays: has added a total of 13 properties throughout New England and introduced two coach tours. Three of the additional hotels are in Boston, prices start at £37 per person per night at the Midtown Hotel. New inns include the 19th-century Whalewalk Inn on Cape Cod, priced from £85 per person based on a twinshare. The tour newcomers are both of five days – Coastal New England and Mountain Foliage Getaway – and cost from £919 in October. They include flights and two nights in Boston.
New England Country Homes: has introduced 36 traditional country inns that can be combined with one or two-week holidays at its range of 200 rental homes throughout the six New England states. Many of the properties are now also available for four-night breaks, excluding the peak summer period. A two-night stay at the York Harbour Inn in Maine costs £172 for two nights in summer per room for two people, with breakfast.
Thomas Cook Holidays: new escorted tour itineraries include Landmarks of New England, East Coast Charm and New England Experience. Other additions are multi-centre breaks, Boston and Cape Cod, and self-catering homes. The 10-day escorted tours are priced from £1,165 inclusive.
Funway Holidays: has introduced a Classic New England escorted tour which runs for eight days from £439, excluding flights.
British Airways Holidays: features self-catering in new England for the first time at the Alpine Village at North Woodstock in the White Mountains region of New Hampshire. The cost of a one-bedroom villa between May and the middle of June, and from mid-October is £449, accommodation only.
Rockport: self-catering breaks are being boosted in Massachusetts