Seaside Travel is actively engaging with the nation’s football enthusiasm to boost its sales during Uefa Euro 2024.
- Traditionally, the travel sector experiences a downturn during major events as consumer focus shifts to sports.
- Despite this trend, the agency’s bookings have remained stable, as efforts to incorporate football themes in marketing have paid off.
- The brand manager highlights successful engagement with customers through football-related promotions and early closures for matches.
- Seaside Travel encourages both domestic and international holidays, leveraging improved weather and thematic campaigns.
Seaside Travel has taken a proactive approach by embracing the excitement surrounding Uefa Euro 2024 to enhance its sales efforts. In contrast to the usual decline in travel bookings during large-scale sports events, the agency has reported steady performance by integrating football fever into its marketing strategy. According to Richard Lowrey-Heywood, the brand manager, the agency has not experienced the expected dip in bookings, attributing this to the football-themed initiatives deployed across its nine branches.
The travel industry commonly observes a decline in holiday bookings when major sports events capture public attention. Historically, this occurs as potential travellers shift their focus to watching games, either on television or live. However, Seaside Travel has managed to counteract this trend by encouraging clients to explore travel deals to countries participating in the Euro 2024 tournament. The agency has utilised creative decorations, including England flags and football-themed marketing materials, to appeal to football fans.
In a concerted effort to harness the tournament’s spirit, Seaside Travel has tailored its promotions to resonate with the football craze, urging customers to ‘score a great deal’ in-store. Lowrey-Heywood explains that all managerial staff have been assigned teams from the tournament with the task of crafting travel packages to these nations. This inventive approach has sustained interest and prevented any noticeable drop in sales.
Furthermore, the agency has demonstrated flexibility by allowing staff to finish work early to enjoy significant matches, showing a commitment to both employee satisfaction and customer engagement. Notably, the agency has inspired a domestic travel interest, highlighting ‘The Great Seaside Getaway’ campaign, which promotes shorter holidays within the UK, such as two-night stays in Cumbria, capitalising on favourable weather conditions.
With strategic marketing efforts and a focus on both international and domestic options, Seaside Travel anticipates robust booking activity, particularly towards the end of June. This period aligns with payday for many customers, further stimulating potential travel decisions.
Seaside Travel’s innovative embrace of Euro 2024 exemplifies its forward-thinking strategy to sustain bookings amid national football fervour.
