Selling Britain - it can only get better: TravelMole Comment by Jeremy Skidmore-13-May-05.: "TravelMole FastConference made for a fascinating debate. The subject was 'Selling Britain' and as an industry we have been absolutely hopeless at it. Travel agents have, at best, been disinterested in the UK as a holiday destination...
retailers know it’s a product that can easily be bought direct and so are unwilling to invest time and resources trying to sell a product to a customer who is likely to cut him out of the deal in future.
Meanwhile, marketing by tourist boards and companies with niche products to sell has often been naive and embarrassing...
..concludes with example: Amazingly a three-bedroom caravan through Bourne Leisure can cost £1,100 per week during peak season, so the earning possibilities are considerable. I can’t help thinking a rebrand is in order though, in the same way that the Americans have replaced the word timeshare with vacation ownership. The word caravan just doesn’t sum up the right image for me.
So, there’s hope for the future of selling Britain, particularly short, niche breaks and quality holiday resorts. It certainly isn’t going to be easy, particularly with more people going direct. But surely for some agents it’ll be a nice little earner."
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