Key messages for next year’s peak sales period will include price guarantees, added value holidays and ‘book early’ deals, according to The Midcounties Co-operative’s travel bosses.
Head of retailing Alison Holmes outlined results of recent Mintel research, which predicted pressure on household finances will continue into 2023, with consumers likely to look at ways to mitigate the impact of rising prices and budget, potentially sacrificing shorter second holidays.
She anticipated more operators looking to offer attractive price messages to encourage bookings during the cost-of-living crisis.
“I think January will be really competitive and we expect to see more operators looking at prize freezes or guarantees and ways to get people to book early and lock prices in now,” she said.
Already operators were bringing out holidays with “a lot of added value”, she said, adding: “When customers feel they get added value for money holidays sell really well. This is something people will continue to look for.”
Chief travel and leisure officer Sara Dunham agreed value offers were likely to be one of the “levers” used to attract sales in peaks.
“It’s about giving confidence when there is not an awful lot of certainty. Price combined with good value will be one of the levers,” she said.