Sixth Annual Hotel Conference
Two speakers at the sixth Annual Hotel Conference in Manchester have emphasised the importance of attracting new audiences to boost the UK holiday market.
23 November 2009, Henley-in-Arden - Two speakers at the sixth Annual Hotel Conference in Manchester have emphasised the importance of attracting new audiences to boost the UK holiday market.
Legacy Hotels and Resorts chief executive officer Andy Townsend and Visit Manchester managing director Paul Simpson were among the panel to debate Capitalising on Domestic Tourism – How big an opportunity is the staycation?
The duo were joined by John Atkins, managing director of Manchester Airport Group Developments, and Nick Smart, vice president development of Hilton in UK and Ireland, at the conference which was held at the Hilton Manchester Deansgate Hotel.
Andy, whose group operates hotels across the UK, Jersey and Spain, said he believes the 45 plus age range offer the greatest opportunity and should be targeted.
“I think traditional hoteliers are beginning to realise that the days are long gone when people came and stayed for a week or two at a time,” he said.
“People are taking short breaks of two or three nights and taking short breaks two or three times a year despite the poor summer in the UK this year.
“At Legacy Hotels & Resorts, we have reported growth across all channels and the greatest proportion of our guests are aged 45 plus. Our subscriber e-mail data base has grown to over 200,000 – the 45 plus category being a large part of that set. Our own central reservation office has seen over a 130% increase year on year for bookings revenue in the year 2009.
“Older clients have more disposable time and disposable income. Many are visiting places they used to go to when they were younger to reminisce or are taking their grandchildren on holiday since their parents are working and they are providing childcare which is improving the UK short break market.
“The older clients’ input into the short break market is more sustainable because they can travel off season so they can choose the time they go and pick up value for money bargains.”
That said, he warned that the first half of next year was likely to be more challenging as people head off for some winter sun after the disappointment of the “BBQ summer”.
Paul said he felt the staycation was likely to stay for another year on two depending on the weather, the strength of the pound and the experience of visitors this year.
“I don’t necessarily see it as a long term phenomenon and our challenge is to make sure that we provide authentic experiences and are seen as a value for money destination whether that be hotels, cities, regions or the UK itself,” he said.
“It’s a great opportunity to showcase our product to a new domestic audience and we need to maximise this.
“From a tourist board perspective, I’d like to see a more joined up approach and we have good examples of how this partnership approach works but we can help smaller businesses, in particular, with business support and provide marketing opportunities. I think all of us feel cautiously optimistic about the future.”
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