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Florida is an all-year-round destination for all audience types. Multi-generational families and families in general typically, would travel during school holidays such as Easter, Summer and October half-term. Other audience types such as DINKs, couples and solo travellers would travel in the same year they book and quite often during non-peak terms.
The best time to promote Florida to the UK market is during peak booking months such as January and February, and September and October, but Florida is an “always on” destination and can be marketed throughout the year. Other top or peak-like months for bookings are May and June, while the best time to complete online training or refresh your knowledge of Florida is November and December.
The high season for Florida, in particular for Gulf Coast destinations, is between January and March where availability, inventory and pricing can fluctuate or increase significantly.
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Florida offers some great off-the-beaten path experiences, which are either a great unwind from the excitement of the theme parks, or just ideal for anyone looking to spend some time in the sunshine, but not necessarily with the amenities of huge resorts. Places like Crystal River, Cabbage Key, Ameila Island etc, all have the weather and beaches people expect from Florida, but also a much more local, undiscovered, natural side as well. Whether it’s glass bottom boats, kayaking with dolphins, swimming with manatees, snorkelling or diving, or airboat rides or some of the towns such as Fort Myers, Anna Maria Island, Vero Beach etc (you can add more!), there are some very different experiences, both for families and couples. There’s also amazing dining, so it’s a great destination for foodies too.
Cath Pusey, product director, America As You Like It
Customers are wanting more from their holiday. Adding a Florida beach extension to an Orlando holiday is the perfect way to achieve this, with options in St Pete/Clearwater, the Florida Keys, Miami and more. We are seeing an increase in demand for cruise-and-stay holidays too, and with Florida being the cruise capital of the world, we are delighted to be featuring a range of Cruise Plus itineraries. The thrills of Walt Disney World Resort combined with a Bahamas cruise onboard Disney Fantasy offers a truly magical holiday. Over 25% of our Florida bookings are also booked for out-of-date range, showing customers like to plan ahead for their dream holiday.
Leanne Davies, destination manager Florida, Gold Medal
Florida is known for its crystal-clear waters and Dry Tortugas National Park is no exception, with shimmery turquoise waves surrounding this island beauty. It’s somewhere that is accessible owing to its close proximity to other major landmarks or attractions, yet perhaps not a beach destination typically considered as part of a trip to the Sunshine State. Best explored by sea plane to truly appreciate its exclusivity and scale, this archipelago series 70-miles of Key West is a tropical paradise of sea life, snorkelling and private beaches, with a rich history to match. Its central feature is historic Fort Jefferson, one of the nation’s largest 19th century forts and a former Civil War prison, the largest brick building in the Northern Hemisphere. Florida’s natural beauty and wildlife is also a gem worth highlighting to clients, who can enjoy manatee sightings, explore the Everglades, or go birdwatching in Fort Myers or Naples.
Monty Bampfield, Florida specialist, Audley Travel
It's easy to guess one of my favourite destinations to visit is Florida. However, it's not just for its world-famous theme parks in Orlando that I love to visit. A visit to New Smyrna Beach is a must! Whether you're travelling as a family, couple or solo traveller this charming coastal city is worth visiting. Aside from its pristine beaches (I can assure you walking along the white sand never gets old!), I very much loved the culture and mixture of relaxation and excitement. The bars along Flagler Avenue cater to all different tastes and most have such a laidback atmosphere overlooking the ocean, visitors are sure to relax. Whether they're interested in the history, outdoor activities or simply relaxing on the beach, New Smyrna Beach has something to offer for everyone.
Annie Baker, digital marketing executive, USAirtours
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