Research suggests 'massive' shift to long-haul
Tom ParryClub Med research suggests that more than 30% of UK travellers are switching to long-haul. By Tom Parry.
A third of Brits are ditching the traditional bucket and spade hotspots of Europe for long-haul getaways this summer, according to booking data from Club Med.
Research collected by the operator shows 31% of UK travellers are making the switch, citing cheaper foreign exchange rates and European safety concerns among their main reasons for going further afield over the coming months.
Managing director of Club Med Estelle Giraudeau told TTG that the rate at which travellers were moving to long-haul was “massive”.
“Considering that we are talking about this specific season, the shift is massive,” she said. “Last summer we were at 20% for long-haul and now it’s at 30% so the pace is fast and outstanding.”
Out of the bookings studied, 47% of clients gave recent European events, such as the Brussels bombings in March and the Paris attacks last year, as their strongest driver for staying away from the continent this summer, with Giraudeau believing that consumer caution has boosted the long-haul exodus. “Geopolitical events have undoubtedly accelerated the shift and people’s safety will always be the top factor in choosing where they go on holiday,” she continued.
Strong pound
Aside from terrorism fears, the strength of sterling against other international currencies was also a major reason for avoiding the eurozone, with 34% citing the value for money that long-haul destinations such as the US, Mauritius and the Dominican Republic could be a key influence.
This desire to bag a bargain can be confirmed through Club Med’s findings that 32% of tourists now feel long-haul is better value than three years ago, an opinion echoed by Giraudeau: “The currency exchange has been so strong for British travellers over the last 12 to 18 months and going long-haul is giving people so much more for their money. Take a destination like the US, a lifestyle there is costing 20% to 30% less than it would in the UK, which is a big draw.”
“You can also see [value for money] in other destinations. Say the Dominican Republic is £1,000 per adult in peak season, Greece could be even more than that in August as the demand is pushing prices up.”
The influence of the family market also cannot be overlooked, says Giraudeau, who earmarked “changing traveller confidence” as the reason for more families going long-haul.
“Long-haul isn’t just for couples on honeymoon anymore and the way it’s progressed to suit the family market is interesting,” she continued. “Parents are less concerned about travelling with young children and with the amount of flights available, you can fly somewhere direct and not have jet lag. As a result we’re shifting some resorts in the Maldives from adult-only to accommodate children.”
Thriving resorts
The operator’s long-haul resorts are experiencing significant trade. Club Med’s Mauritius resort is up 185%, Club Med Brazil has experienced a 165% boost and bookings for Club Med West Indies saw a 277% year-on-year rise.
Among the casualties of the long-haul upsurge is France, which has almost halved in popularity for this summer, with bookings 45% down on the previous year. Turkey (38%) and Greece (16%) have also taken a hit.
Tom Parry
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