Press release - Premier Holidays

Massive increase in high-value bookings and strong forward sales in 2012

The economy may be teetering and the headlines predicting more doom and gloom this new year, but leading independent tour operator Premier Holidays can report a huge increase in sales and – interestingly – high revenue bookings made in 2011.

Bookings over the value of £10k were up a massive 54 per cent in the financial year 2011 compared to the same period in 2010; passenger numbers increased by 33 per cent, revenue by 69 per cent and even the average spend per person was up by 27 per cent.

Significantly, high-value bookings were up 19 per cent to the USA and 18 per cent to Faraway destinations, in a clear demonstration the British public is as keen as ever to invest in long-haul, high-end holidays.

“These figures mark a fantastic end to our 75th year,” said Susan Papworth, Managing Director, Premier Holidays, referring to the company’s anniversary in 2011. “We attribute a lot of this growth to a greater proliferation of special offers from luxury hotels, free nights and some reduced rates throughout the year. Aggressive air fares – particularly with regard to business-class deals – has also encouraged travellers.”

Bookings for 2012 are also strong, with revenue already up by 20 per cent. Top destinations include Thailand, Indochina, and South Africa all of which have seen double digit figures in terms of growth. Short-haul locations are also faring well, with bookings to Guernsey up 18 per cent and 9 per cent to Jersey.

“We predict Indochina will come into its own this year – people are looking for a holiday with a difference, places they may not have visited before, that are now more accessible,” remarked Papworth.

Following the launch of a new, dedicated Canada brochure last December, Premier Holidays has seen an increase of 32 per cent in sales to the country. “We are pleased to see our investment in the trade for Canada is really paying off,” Papworth confirmed.

“Our long-serving, experienced staff are always on hand to talk through any itinerary or destination with agents. This, coupled with our competitive pricing and attention to detail helps keep us top of mind for the trade. We look forward to working together to make 2012 a prosperous year,” added Papworth.