Experts offer their insights into selling Cornwall now
With international travel still off the cards for Brits, domestic tourism to hotspots like Cornwall is likely to see a boost in 2020 and beyond, says Abra Dunsby.
With the UK now enforcing a two-week quarantine for anyone entering or re-entering the country, and many destinations around the world currently restricting travel from UK visitors, many Brits will be unable or unwilling to travel abroad this summer, or indeed this year.
Domestic travel is expected to see a boost once lockdown eases further and the hospitality industry reopens, with holiday accommodation providers hoping to open their doors in England from 4 July. Scotland, Northern Ireland and Wales are likely to follow suit soon after.
Cornwall is likely to be one of the domestic tourism hotspots once travel is safe again, famed for its beaches, quaint villages and outdoor lifestyle.
Malcolm Bell, chief executive of Visit Cornwall, believes the after-effects of coronavirus – which might include some clients being fearful of travelling abroad, having less disposable income and gaining a newfound appreciation for the UK – may lead some travellers to continue travelling domestically for years to come.
“There will be a generation that wants to travel less. In lockdown, people have been discovering things right on their doorstep. We have a great opportunity to push domestic tourism,” he says.
Here we speak to operators that have UK product for 2020 and beyond to glean their predictions for the market and hear how they are working with the trade to ensure the safety of travellers.
“There will be a generation that wants to travel less. In lockdown, people have been discovering things right on their doorstep. We have a great opportunity to push domestic tourism,” he says.
Here we speak to operators that have UK product for 2020 and beyond to glean their predictions for the market and hear how they are working with the trade to ensure the safety of travellers.
New beginnings
One operator that’s confident about the significant potential for domestic travel is Kuoni, which recently launched a UK and Ireland collection for the first time in partnership with specialist operator McKinlay Kidd, and which includes self-drive product in Cornwall.
“We’ve been looking at the UK and Ireland for a few years now and considering the best approach, but the coronavirus crisis has accelerated this and we’ve moved quickly to bring this together in a way which we think is best suited to our customers,” explains Claire Ross, head of specialist products at Kuoni.
She adds that feedback from agents and clients so far has been promising. “Early indications are that it’s been a positive move and we’ve had a steady flow of enquiries since launch. We’re really encouraged with the response.”
Accommodation for the UK and Ireland collection ranges from five-star luxury hotels to characterful boutiques and is well suited to clients who want to spend a longer stretch in Cornwall and stay in different places along recommended driving routes, says Ross.
Home from home
Holiday home specialist Interhome has seen a recent increase in enquiries and bookings for its UK product. “Over the past two weeks, 8% of bookings we’ve taken from UK customers have been for domestic product, compared to only 3% for the same period last year, so the appetite to holiday in the UK this summer is certainly there,” says commercial manager Danny Waine, who has recently been training agents virtually on Interhome’s UK and Ireland product.
The operator has seen a steady increase in bookings to Cornwall, which Waine predicts to continue in 2020 and beyond. “Interhome has seen the staycation trend increasing business to Cornwall over the past three years and we expect that growth to continue. For 2021 bookings, we are currently up by 138% to the south-west region.”
Summer 2020 bookings have largely been for couples or small families, says Waine, which is in contrast to 2021 bookings. “For this summer, we are receiving more interest in smaller properties and apartments; where couples and families can holiday on a self-catering basis because they want the reassurance of being in a small family bubble and in control of what they are cooking and eating.
“For 2021, we are receiving larger group enquiries for multigenerational holidays; both from those celebrating significant birthdays and anniversaries in 2021, but also from those who have had to postpone their big celebrations in 2020 too.”
Popular Cornish locations for bookings this year and next include St Ives, Newquay, Padstow and Tintagel for beach-lovers and Truro and St Austell for walkers and heritage enthusiasts.
Interhome’s properties are all scheduled to reopen on 4 July, with the operator currently rolling out safety measures. “We are working with homeowners to introduce new key collection procedures and ensuring that cleaning standards are as high as possible between guests checking out and the next family arriving,” says Waine.
Outdoor living
Walking and activity specialist HF Holidays is preparing to reopen its houses in phases from 10 July, and one of the first houses to welcome guests will be its recently revamped property in St Ives. Michelle Laverick, head of sales, marketing and membership at HF Holidays, says the house was chosen for the first phase of reopening due to its location, popularity and vast public areas that allow for social distancing.
All HF’s houses will be filled to a maximum occupancy of 50% to further support social distancing measures.
Laverick says she believes Cornwall will appeal to a range of demographics once it’s safe to travel again. “It will remain popular during the summer months with families and an older demographic during the rest of the year.”
The operator, which usually features guided and self-guided walking holidays, will only offer self-guided breaks from 10 July, but hopes to have guided walking in place by the beginning of August.
With domestic travel currently the only summer holiday option for clients, Visit Cornwall’s Bell advises agents and clients to book early to avoid disappointment.
“We’re expecting a surge in interest in Cornwall once the restrictions are lifted, but there will be limited capacity as not all providers will be able to operate at their maximum occupancy. We’re advising visitors to book ahead not only for their accommodation but also to access the attractions, restaurants and even beach cafes if they wish to sit down for a meal.”
Haven Hideaway: an option for summer?
For holidaymakers wanting a UK coastal break that allows for social distancing, Haven Hideaway could be an option.
The offering is available at all of Haven’s holiday parks, including Perran Sands and Riviere Sands in Cornwall, and offering facilities such as takeaway food options, on-site supermarkets, launderettes and long stretches of beach that allow for social distancing.
Haven Hideaway breaks will be available from July across the whole of the 2020 season. “With social distancing
requirements likely to remain in place, we don’t expect to be able to provide the full Haven experience to the number of guests we would normally welcome,” explains Gerard Tempest, Haven’s guest and proposition director.
“However, we can still provide the chance for families to escape to the British coast and enjoy a breath of fresh air at the seaside on a Haven Hideaway break.”
He adds that clients can upgrade their break if travel restriction ease. “As further government restrictions are lifted and Haven is able to offer the usual activities, pools and entertainment, guests will be offered the chance to upgrade to include access to these popular facilities.”
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