Millions of British holidaymakers are expected to escape the country during the Olympics, despite the best efforts of the Government and the sponsors of London 2012 to persuade more people to take a holiday at home.
VisitEngland’s “staycation” campaign, which featured celebrities such as Stephen Fry, Julie Walters and Rupert Grint, each extolling the virtues of a domestic holiday, angered tour operators earlier this year.
Meanwhile, British Airways – the official airline partner of the Games – was criticised this week for running a marketing campaign declaring: “Don’t fly. Support Team GB.”
But research by tour operators and travel agents has revealed that the campaigns have not had a significant impact on Britons’ travel habits.
Instead, recent wet weather, concerns over high hotel prices in London during the Olympics, and the continuing strength of sterling against the euro – one pound currently buys more than €1.20, up by around 10 per cent compared with last summer – appear to have encouraged many Britons to head overseas between July 27 and August 12.
Lastminute.com, the online travel agent, said bookings for holidays during those dates were up by 207 per cent on last year, while a survey carried out by Amadeus – a travel technology provider – suggested that one in five British adults will be taking an overseas holiday during the Games.
“While the Olympics undoubtedly presents a very exciting prospect for a lot of people, our survey shows that there are also plenty who are looking to get away,” said Diane Bouzebiba, managing director of Amadeus.
Research by Abta, the travel association, supported the findings, while a recent survey conducted by Travelzoo – the holiday offers website – suggested that 30 per cent of Britons would be heading abroad during the Olympics.
The survey found that travellers appeared particularly keen to take advantage of the weak euro, with the most popular destinations proving to be the Mediterranean favourites of Spain and Greece.
Joel Brandon-Bravo, Travelzoo’s UK managing director, said that flight prices were higher than they would normally be in late July and early August, but said this had encouraged hoteliers to cut their rates. He added that some of the best deals could be found in Turkey and the Balearics, with some packages discounted by up to 65 per cent.
Britain’s two biggest tour operators, Thomas Cook and TUI UK & Ireland, the parent company of Thomson and First Choice, confirmed that the Games had not had a negative impact on bookings. Both companies said bookings to Egypt and Tunisia were once again strong , despite recent unrest.
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