
The 2010 summer holiday is seeing a new phenomenon in the holiday booking in general and the staycation phenomenon on general; late-booking.
While many are in the habit of making last minute reservations for hotels and flights – until recently holiday parks have been used to regular and early bookings.
This year it appears that some of the best known British holiday brands are experiencing a sea-change in industry, with a shift away from bookings six months in advance to last minute enquiries.
It is good news for customers who want flexibility – but means the leisure industry cannot accurately say whether it is having a profitable summer until the season is almost over.
Seaside resort group Pontins is seeing general growth in bookings – with 10% more customers than last year.
But it thinks this could be up 17% by the end of the holiday season, with so many of their customers choosing to book late.
Late summer bookings are up a fifth compared to 2009 says Jason Brindle, sales and marketing director at Pontins.
“Part of this increase could simply be the market – UK holidays are up in general – but it’s been happening with us all year – late bookings for February half term, Easter holidays, May bank holiday. We can find ourselves not knowing about demand until four weeks before.”
Impulse bookings
Although it makes forecasting profits difficult, it is not necessarily bad for business.
“Twenty five years ago Pontins would have been fully booked for summer by the end of March. Now we have to adapt,” says Mr Brindle.
“There are loyal customers but most people react to deals and discounts and so people make their mind up later. You have to hold your nerve – spend the money on advertising and promotions and just have faith it will pay off by the end of summer.”
At Ribby Hall holiday park, near Blackpool, some guests enjoying a British summer break had taken advantage of late availability.
source: bbc