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Activities proliferate

Activities proliferate

Bowden-Doyle believes this will mean that the winter offering will come closer to the summer beach clubs, which have also had to evolve to meet both customer demand and the laws of physics.

 

He says: “There is a limit to how many people can get in the water in a given size of beach.”

 

This means there are only so many sailing dinghies that can be made available and only so many opportunities customers can have to try windsurfing. He also admits not everyone on a Neilson holiday will want to spend their trip doing watersports.

 

This has led to making other activities such as tennis available, while in recent years the explosion of cycling’s popularity in the UK has meant the operator is offering programmes from mountain biking to road touring, in-resort.

 

“The resort’s the backdrop and what goes on there is in the foreground. That is a trend that works for us”

 

Not only are more activities being made available, but the operator is also opening a 10th beach club in Greece next year with a season capacity of 5,000, boosting the operator’s summer numbers by about 10%.

 

He is confident that the new resort will prove as popular as the rest of the summer programme, which is not only benefiting from the hard work of all the staff but also an emerging trend in the UK holiday market.

 

Bowden-Doyle says: “For me, the biggest single shift I’ve seen in this market and the mainstream mass market holiday business over the past 20 years is a broad change - from people talking much less about where they go on holiday and much more about what they do in resort.

 

“The resort’s the backdrop and what goes on there is in the foreground, and that is a trend that works for us. It is less about people going to that location and more about what they do when they get there.

 

“There is a dawning realisation that the best way to switch off is to do something - and that’s what’s really driving this business.”

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