The Adrian Loveridge Column – Tourism the EXPERIENCE

Adrian Loveridge

The United Kingdom travel trade press reported that over 3 million Brits booked their 2018 holiday during the week immediately following Christmas, possibly influenced by what has become mostly unseasonal cold weather.

The top ten most popular destinations were: 1) Spain, 2) USA, 3) Italy, 4) Greece, 5) France, 6) Portugal, 7) Caribbean, 8) Australia, 9) Canada and 10) Cyprus.

Perhaps a little surprising, is that the United States is way up there, despite the weakened value of Sterling, but still perceived as offering exceptional value-for-money. All indications are that the USA will be stronger than ever, with an estimated one million more Brits looking to travel across the Atlantic in 2018 when compared to 2017.

Clearly airline choice, increased competition, larger aircraft and availability have all contributed to this, together with opening up of over ten new UK/USA routes.

While Spain led the popularity ratings, according to the ATOL (Air Travel Operating Licence) survey, which arrived at the figures through a sample survey of 4,000 holidaymakers, but geography or demographics had some influence on this.

The London bubble sees those from the Capital bucking the trend when it comes to travel. Only 7 per cent of those that live in London see Spain as their next holiday, compared to a national average of just under a quarter (23 per cent).

Possibility this reflects on fact that London is often referred to as being one of the most expensive cities to live in the world and that drives their residents to consider more exotic locations. A point that I am sure is not lost with our tourism planners and marketers.

The research also found that when it comes to booking holidays, top priority for consumers include guaranteed sunshine, a nearby beach and even access to British TV channels. An interesting topic for our television, cable and satellite providers to ponder on perhaps!

I recently signed up for a free one hour of British television per day via a service called TV Mucho which can be turned into a 24/7 provision, for as little as Euro 4 per month subscription.

As we try and target our tourism product more towards the millennials, the survey concluded for the younger generation, the top three priorities for a holiday include ‘good wifi’, 35 per cent, ‘free data roaming, 15 per cent and ‘instagrammable locations’ 10 per cent.

Food offerings continue to be increasingly important, especially for the more mature travellers.

2018 has been designated ‘The Year of Culinary Experience’ which presents our restaurants, together with all the various eating options the opportunity to partner with catering and drinks suppliers to cement the reputation we have collectively built within the Caribbean, for unparalleled lunch and dining choices.

This is going to be critical to the success of this year long ‘event’.

The anticipated media and press coverage that will be gleaned from this promotion will well eclipse the paid-for advertising that may be contemplated, even during challenging economic times and the marketing funds became available.

14 comments

  • The Year of Culinary Experience is going to be difficult to promote along side doing damage control on the travel advisories issued by our 3 largest source markets. After all sewage and fine dining are not a good combination.

    Like

  • the difference between gastronomy and gastroenteritis is about 15 ft of asphalt…on the south coast at least

    Like

  • I remember reading somewhere that tourism to Spain & France will not be as strong as previous years due to the recent terrorist attacks. And places such as USA, Caribbean, and some South American countries will see increased tourism.

    Like

  • @Kevin

    The Caribbean is made up of many countries right? Was this analysis made known BEFORE or AFTER the SEWAGE mess.

    Like

  • It was made before. But what does the sewerage issue here have to do with the Caribbean on a whole?

    Like

  • @Kevin

    Apology offered to you for he misinterpretation, was obviously under the mistaken impression that you located that comment to Barbados read we stand to benefit.

    Like

  • Well you know we could benefit too, even though we have our lil situation. My two friends in NY asked me if I hear about what’s going on in Jamaica. Was in the news and NY Times that UK, Canadian & USA put out a level 2 travel advisory about going Jamaica due to the crime situation and government crackdown going on there. So yah never know.

    Like

  • @Kevin

    It is a sad commentary when the potential tourists have to literally and figuratively hold their noses when selecting holiday destinations in the Caribbean.

    Like

  • “Saint Lucia Prime Minister Chastenet said “I am eagerly awaiting the announcement of the Rex Property; we have been in advanced discussions on getting a Hyatt Hotel at Choc;”

    That’s where the Hyatt Hotel that Commissiong and his cheerleaders ran out of Barbados is setting up. Not one word of protest from the people in Chastenet island. Barbados loses millions in investment, jobs, foreign exchange etc etc because of folly.

    Like

  • @David
    It is a sad commentary when the potential tourists have to literally and figuratively hold their noses when selecting holiday destinations in the Caribbean
    +++++++++
    Perhaps things have changed in this internet savvy age but years ago people used to ask “What part of Jamaica is Barbados located?”. If things dire in Jamaica some people may not be able to tell the difference between the two so for Barbados it may be “lose lose” for the sewage situation and the violence in Mobay area.

    Like

  • @Sargeant

    We spend millions in marketing yet penny pitch on maintaining and introducing new products.

    Like

  • Kevin January 22, 2018 at 3:01 PM #

    I remember reading somewhere that tourism to Spain & France will not be as strong as previous years due to the recent terrorist attacks. And places such as USA, Caribbean, and some South American countries will see increased tourism.(Quote)

    Wishful thinking.

    Like

  • Talking Loud Saying Nothing

    “Senator Worrell defends Sandals concessions”

    Having thrashed the south and west coast they now want to do the same thing to the east coast.

    “In this connection, he called for greater attention to be given to Bathsheba and the east coast of the island in general, which he said represented an increasingly popular attraction for more visitors staying at guest houses and residences.”

    https://www.barbadostoday.bb/2018/01/25/senator-worrell-defends-sandals-concessions/

    Like

Join in the discussion, you never know how expressing your view may make a difference.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s