“It ticks a lot of boxes for different customers from families to couples and singles,” said Standeven. Virgin Holidays head of Florida product Gill Standeven said another major draw for Florida is its diversity. “Florida is still seen as great value for money, even with the pound down to $1.40,” he said. With the recession digging in its heels, the pound remaining sluggish, and late booking becoming more prevalent, it’s hard to predict how the market will fare this year. “The demise of XL Leisure Group took the shine off the final numbers – we lost a large amount of capacity that hasn’t been replaced,” he said. Visit Florida director, UK and Ireland, Colin Brodie believes final UK 2008 visitor numbers will be about 3% down on the previous year and will probably come down only another few percentage points this year. Despite the reduction in flight capacity, the credit crunch and the pound’s weakness against the dollar, Brits seem reluctant to give up their US theme park breaks.
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