UK Ferry Tickets

In the travel industry, destinations quickly fall out of favour.

Last year, there was a drop off in bookings to Egypt and Turkey after terrorist bombs in these countries. The perception was that if you travelled to those places you were taking a risk although, in reality, you were more likely to get killed crossing the road in London.

Perception, however, is everything, and that’s why there’s been a steady decline in the number of people going to Florida (bookings are so far down five per cent this year).

It makes no sense. The climate is brilliant and, although it is a hideous cliché, the state has something to offer everyone. There are theme parks for families in Orlando and nightlife for the young in Miami.

Meanwhile, the strong pound means that it’s a great time to travel to the States.

And yet, the perception of Florida is that it’s unfashionable, full of families and old people. Fuel supplements have made the US seem an expensive place to reach, even if it is great value when you get there. The US immigration authorities, who have been heavy-handed since September 11, have not helped the situation and, these days, you can sense an anti-American feeling among much of the public.

US tourist authorities are hardly blameless. For too long, they’ve seen themselves as a dream destination and haven’t had to try hard to woo the Brits.

There’s a lesson there for all of us. Whatever line of business you’re in, never take the customer for granted.

Guest Article by Jeremy Skidmore

Thursday, June 1st, 2006