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aito conference news
PROMOTION.
‘Invest through the crisis’
SUNVIL Holidays’ plan to increase its would run the risk of “disappearing
promotional spending by 50% in 2009 completely”.
reflected the bullish mood of Aito “The last thing we want is to start
members in the face of the economic getting frightened,” he said. “We have
crisis. to fight for every booking and be more
The operator’s managing director, flexible. Sunvil is increasing its spend-
Noel Josephides, told delegates that ing on promotion by 50% for next year.
they must fight the gloomy outlook. If we cut back, we will disappear.”
He urged them not cut back on Josephides’ call to action was
investing in their businesses, as they echoed by many Aito members.
Reaction to downturn
Richard Atkinson, former the issue of protection, then it will
head of Holidaybreak: add to the base layer of confidence.”
“I fundamentally think this is
different to other crises and we have Jonathan Wall, Aito business partner
cause for concern. But confidence chartered accountants Elman Wall:
is key. Quality companies with strong “There is an opportunity to come out
balance sheets should survive. It is stronger and with a better business
not all doom and gloom.” and a better understanding of where
you are going. It’s a chance to build a
Mark Wright, managing director more sustainable business because
of Chameleon Worldwide: there is no space to be complacent.”
“The most significant thing I have
heard is the word ‘confidence’. Aito But one Aito member had a less
should give that message of confi- optimistic take on things
dence to the public. Members should Martin Randall, Martin Randall Travel:
get together to lobby the govern- “I predict that by the end of next
ment – it is in the mood to back year, 15% of Aito members will not
business. If the government sorts out be in existence.”
DEMOGRAPHICS.
‘Ignore the over-50s group at your peril’
THE over-50s are set to become the Marsden. “They are healthier and
dominant force in the travel market more active, with more money and
and travel companies must under- they love to travel.
stand their needs in order to succeed, “But avoid the stereotypes. Don’t
Aito delegates were told. treat them as a uniform group. A 70-
Tim Marsden, former MyTravel UK year-old was a teen in the 1950s, but
marketing and planning director, and those in their 50s were teens in the
founder of marketing firm Brian: The 1970s and have probably done more
Plug-In Brain, said the fastest-growing drugs, sex and rock’n’roll than you.
age group was 55 to 65-year-olds, “Don’t dare treat them as a number
while the over-50s would account for a or label them as old.
third of Europe’s population by 2020. “They are going to be the dominant
He said travel firms needed to un- force and you need to understand
derstand the change in social trends them if you are going to succeed.
to be able to plan for the future. “Unless businesses have a thorough
“The importance of the older ages grasp of social issues, I don’t know
is shifting up the value scale,” added how they will be able to plan.”
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