Outlook positive for 2011 says Directline Holidays

Monday 25, October 2010


Outlook positive for 2011 says Directline Holidays


Despite a difficult year for the travel industry, directline holidays has successfully maintained margins and broadened the product offering for the year to date.


The company, best known for its leading position in google natural search against larger players such as Thomas Cook and Expedia, is the only online travel agent site that compares prices from leading tour operators with its own DIY package holidays (separate flights and accommodation) in one simple search. 


Maria Whiteman, CEO, predicts revenue growth of around 30% for 2011 and has recently finalised operational plans for the year ahead. In line with its strategy for continued growth directline holidays are looking to create a net profit growth of more than 50% over the next two years by building long term, sustainable relationships with customers through a simple but compelling search and booking process and a highly relevant product offering.


The company will be focusing on improving product relevance and perception of value, by improving filtering and sorting tools and enhancing the offer system. The focus for 2011 will be improving the online customer experience so an even higher number of our visitors go on to book a holiday with us.


Maria Whiteman, Chief Executive Officer of directline holidays said; “There is no denying that 2010 presented a difficult trading environment for the whole industry with strikes, the recession and the impact of the ash cloud on sales and customer sentiment.


“As much of our traffic is driven from natural search we were able to maintain margins this year and avoided discounting by cutting spend on our pay per click campaigns without losing a significant amount of website visitors.


“We have a number of strategies in place to improve business performance, including adjustments to the site itself and as a result we have adjusted our forecasts for the year ahead positively.


“Looking forward the main issue for 2011 is the looming introduction of air passenger duty as of 1 November 2010. Egypt is the only destination we sell that is likely to be hit but many of our suppliers have already discounted room rates as a result of the increased flight cost so the impact is likely to be negligible.”



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