| Journal: TWUK | Section: |
| Title: | Issue Date: 24/04/00 |
| Author: | Page Number: 69 |
| Copyright: Other |
Sampling a taste of the exotic
City becomes popular as customers search for something different
Cairo: is starting to become popular as an alternative to traditional short-break destinationsCairo is establishing itself in the short-breaks market as holidaymakers with only a few days to spend travel further afield in search of the exotic.
Thomson Breakaway has nearly broken its annual target for Cairo in the first quarter of this year, selling twice as many holidays so far this year as it sold in the whole of last year.
Product manager Amy Sharpe said: “We offer four, five and seven-night extensions. Most people go for four or five nights.”
Hotel stays are split evenly between the Ramses Hilton in the city centre and Mena House near the pyramids.
Peltours introduced its Cairo short break in reaction to the Luxor disaster to lure tourists back to the country. Though the numbers are still small – since July last year it has taken 1,600-1,800 passengers – marketing manager Darren Panto predicts an increase this year.
“It has the potential to sell more although it depends on availability,” he said.
Speaking about efforts to position Jerusalem as a short-break destination (Travel Weekly March 27), Panto said he felt there was too much in Jerusalem to see in a day or two. By contrast he believes clients can see the main sites of Cairo in a day.
Peltours’ four-day mini break includes a guided tour of the Egyptian Museum of Antiquities, the Pyramids and Sphinx but the rest of the time clients are free to explore the city in their own time. “It appeals to people because it is something different and exotic yet they don’t have to take much time off work,” said Panto.
British Airways reinstated its Cairo programme last year after suspending it in response to the Luxor massacre.
Product manager, cities and short breaks, Julie Groome said:”Flights are daily and Cairo is a well known name especially now after all the marketing the tourist office has done.
“It also fits the current trend for destinations that are further afield, such as Palma, Malta and Cyprus.”
Egyptian state Tourist Office regional director Samia Khafaga said the idea of Cairo being a suitable short break is still new but more operators are expressing an interest. One is Cox and Kings which is planning to introduce the city as a stand alone next year for the first time.
“Cairo has its own character and with many monuments and the museum it is an excellent introduction to the country,” said Khafaga.
The 50% increase in bookings to Egypt for Thomas Cook Holidays is mainly down to the success of its tours and Nile cruises, but this year product manager Tom Samuel plans to focus more attention on promoting Cairo as a short break. He is planning an educational for 40-50 staff in June or July to raise awareness of the hotel programme, highlighting almost four Cairo hotels – two in the pyramids area, one in the city and one in the quieter more residential area.
“The only problem will be finding the hotel rooms where agents can stay because Cairo is full,” said Samuel.
Cairo
Age: the operator typically deals with older couples in the 40 to 60 age bracket.Type of client: customers are usually from the socio-economic group ABCI and empty nesters.
Length of stay: three or four nights.
Type accommodation: the operator offers four and five-star accommodation and deluxe hotels.
Booking lead time: between two and three months.