Contiki focuses on Australia program

Contiki focuses on Australia program
By admin

Youth specialist Contiki has turned its focus to improving sales for its Australia program, traditionally its “most challenging,” with the launch of its 2012/13 Australia brochure.

The brochure, launched this week, has been updated with an overall product “refresh” and the inclusion of festival itineraries. The operator said the changes represent its commitment to delivering more “compelling” product in an effort to attract both inbound and domestic travellers.
Domestic sales for the program had improved in recent months, managing director Fiona Hunt told Travel Today, with 2011 finishing 20% ahead of the previous 12 month.
But inbound continued to be “far less responsive,” she conceded, with the majority of markets remaining soft with the exception of, somewhat surprisingly, the UK which had recorded growth for the year.
Challenges for the domestic program continued to be the trend for overseas travel, particularly among the youth market, on the back of the strong dollar, which also deterred inbound travellers, Hunt said.
“Those factors are out of our control,” she said. “What we can do is make our product compelling in a different way.”
The new program was already showing some signs of success, Hunt added.
“The early indicators are that we have filled half of the capacity on the festival itineraries,” Hunt said.

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