City Breaks
The departure gate is full of loved-up couples, high on Viennese chocolate and each other. Shoes ruined from the unexpected and plentiful snowfall.
Name a European city, any European city and there will be a short break guide extolling the virtues of Christmas markets, medieval streets or offbeat, but cosmopolitan destinations.
Travelling for classic VFR and occasions to celebrate keeps this travel sector vibrant. All within a typical two-hour flight window from the myriad of UK airports and low-cost airlines take to the air with their payload of short break millennials, generation X’s and Boomers. Not a child in sight!
The best thing about my short break was thinking I’d signed up for another Ryan Air endurance test, but instead got the lovely Lauda Air: friendly, helpful staff whose uniforms fitted, professionalism - although their repeated reference to us needing to leave our possessions behind in an emergency was disconcerting. We sat on spacious faux leather seats, even those scary seat pouches in which new species are evolving, were a welcome sight.
It all works
There’s something about a European tram or train, plentiful and cheap public transport options set you at ease. No need for expensive taxi’s or doubt about when you will arrive at your destination. It feels safe because it’s busy.
Vienna latest marketing was working well as visitors from across central and Eastern Europe attracted by the Christmas markets and shopping thronged the icy streets. In spite of the weather, everything was open, lots of free things to do and streets to wander. No entrance fee for the Christmas markets either. Of course it’s refreshing to take a break and breathe in the air, but there’s something about being back in Europe that feels familiar. It feels comfortable.
This is serious competition for domestic short breaks
Short breaks are appealing because so much variety beckons from a typical two-hour flight and under, making the air endurance bearable. The non-family sectors have money to spend and are experienced travellers, a great market segment.
I take regular short breaks here in the UK, but rarely to other cities as my perception is they will be expensive with questionable value for money. Am I wrong?
I thanked the cabin staff on the way out: “You’re so much nicer than Ryan Air” I said; They recovered quickly before smiling and thanking me. I discovered they are in fact a wholly owned subsidiary of Ryan Air, so really hope they retain their charm and more comfortable product.
What can we do to make our guests feel more welcome?
Start with weatherproofing your offer with alternatives and places to dry off because if the destination is appealing, the weather is secondary.
Visitors from aboard love the lush scenery which is thanks to all the rain. But it’s Britain right? Embrace and acknowledge it in your marketing comms.
Let’s face it, our public transport has become so unreliable outside London. One service that remains under the radar however, is the bus network. You may be surprised where you can travel to on a bus, even if it’s just to enjoy the scenery from the top deck. There is still the £2.50 cap on bus fares until November 2024.
What about those marketing plans to reach these target markets who are ready to explore and spend money on travel? What are your plans?
Will your customers be listening in 2024?
