Shearings targets the under-50s
Tour operator Shearings is seeking to boost sales this year by attracting more younger customers with offers such as activity-based trips, chief executive Denis Wormwell said today.
Wigan-based Shearings has traditionally provided coach travel and accommodation for older holidaymakers, predominantly those over 50, but aims to diversify its customer base by offering themed trips to destinations including vineyards in Europe.
Its policy is already paying off across its hotels, with more younger, independent travellers making bookings, particularly at its Coast and Country brand.
Mr Wormwell says this provides greater opportunities to cross sell to new customers.
More investment is planned this year in Shearings’ hotels, and products offering new European locations, he added. Shearings’ investment plans were announced as the group posted revealed adjusted underlying pre-tax profits for 2009 of £4.1m, up eight per cent on a year earlier.
Revenues were down slightly, from £183.7m to £180.4m, with the pound’s weakness largely to blame.
The group’s hotels saw revenues up eight per cent.
The group’s holidays division, which carried 640,000 passengers, posted a seven per cent fall in sales to £136.4m.
Brands include Shearings and Caledonian.
The group, which is backed by private equity firm 3i, is the subject of a strategic review by Deloitte but says no asset sale is being considered, rather that it aims to identify new routes for growth.
Shearings employs more than 3,000 staff and operates a total of 49 hotels.
Mr Wormwell said: “We all know tourism had a tough year in 2009, but our continued focus on value and high-quality products in popular locations has helped us demonstrate the resilience of our target markets and the widening appeal of our brands.”
He said Shearings benefits from a loyal customer base, adding: “We are committed to launching new and innovative products for our growing number of younger, more independent travellers, many of whom are experiencing Shearings for the first time.
“We see prospects for our hotels and holiday divisions improving during the coming 12 months.”
Mr Wormwell added: “Continued investment in our brands and products will play an important role in helping us deliver our mid-term growth strategy and achieve our objective of becoming the number one
escorted tour operator and leading leisure hotel operator in the UK.”
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