Last season (winter 09/10) we reduced our prices thanks to the co-operation of our property owners along with reducing our margin. But one thing we didn’t do was compromise the quality of our product. We put our heads down, worked harder for less money and we focussed on maintaining occupancy.
This was a reaction to the economic uncertainty and fragile market place. This year we are faced with new pricing challenges whilst still being aware of the continued crisis that grips the world. The strength of the pound has a drastic consequence on our pricing due to the fact we have local costs in euros. It is the same for everyone. So we have to budget sterling against the euro in order to establish our pricing. This year, we have recommended to owners to freeze their rent and to continue to accept lower rental yields to retain occupancy levels. The majority have accepted this.
However, looking at exchange rates and forecasts, we agonise over the rate we will budget sterling at and for winter 10/11, we have set our pricing at a fixed euro/£ rate that has immediately increased our prices from this year. This is something we cannot control. This is dictated by the markets. So you will see an increase in prices from last winter to this, but please be assured we have maintained our reduction in rents & margin to do as much as we can to stabilise prices.
Sunday to Sunday
As Christmas falls on a Saturday this year we are running Sunday to Sunday from the start of the season to the 16th January 2011. This means 19-26th for Christmas week, Sunday to Sunday and 26th – 2nd for New Year.
Booking patterns
Season 08/9 was the winter of last minute bookings yet this past winter (09/10), we saw very little of this. People are booking the high season weeks early in order to guarantee their preferred property so don’t wait too long if you are interested in a particular week and a particular property. |