Success of Team GB set to boost sales of activity holidays

Inspired by British athletes such as Jessica Ennis and Bradley Wiggins, the travel trade press recently reported expectations of a big increase in sales to sport-focused holidays.

Activity holiday specialist Mark Warner is already attributing a jump in enquiry levels for sailing, tennis and windsurfing holidays to the ‘Olympic effect’ with the operator’s tennis courses bookings up 17% year on year and sailing and windsurfing courses up 20%. Meanwhile adventure tour operator Explore is anticipating an increased appetite for family multi-activity breaks. An Explore spokesman said that children in particular were likely to be inspired to take up sport, which is expected to lead to rising demand for family breaks that include rafting, canoeing and cycling. Explore’s cycling tours are up 40% year on year reflecting a big increase in this market.

The John Proctor Travel view

Even before the actual Olympic event there had been an increase in enquiries for activity holidays. Here at John Proctor Travel we attribute this to a combination of things, the Olympic Games, health awareness, a desire to improve fitness and a wish to experience a ‘different’ type of annual holiday.

It seems that more and more people no longer wish to just laze on a beach and soak up the sun (although for some this will still be an ‘ideal’ holiday!) but that for many, a holiday is likely to form part of their overall lifestyle’ and that their desire to participate in sporting activities that they would normally experience at home, coupled with new activities that are available, have become a fundamental part of their holiday experience .Whilst the traditional holiday taken by the British public for many years remains the norm, there is little doubt that the demand for new destinations and holiday types will continue to grow.

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