500 book late break to Jersey in flash sale to boost ailing visitor numbers

More than 500 people have booked a last-minute holiday to Jersey in a flash sale to boost ailing visitor numbers.

The deal, running from 15 August to 3 September, offers return flights, a three night hotel stay and a pass for Jersey Heritage attractions from £159 per person.

Bookings were down 16% in first half of this year, and Visit Jersey has described this late offer as 'the last hurrah' before the school holidays end.

Tricia Warwick told Channel 103:

" We put that on sale thinking, 'let's see if it's a really late market'.  As of this morning, 515 passengers are booked. 68% are for travel in August and September.

"They're booking in August, for August.

"It is so competitive out there, we have got to box very clever to get heard - to get what we call that share of voice with the customer."

Last week, the Jersey Hospitality Association wrote to the Chief Minister repeating its call for more funding for Visit Jersey

Its chair, Malcolm Lewis, described the annual budget as 'pitiful', adding that has ' a direct negative impact our island's destination viability and our ability to attract visitors'.  He called for urgent redress.

Lyndon Farnham said ministers are 'reviewing current funding arrangements', acknowledging the 'competitive marketplace'.

Asked about the call for extra funding, Tricia Warwick told Channel 103 that, typically tourist boards will spend 5-15% of visitor spend on marketing their destination.

"Visit Jersey’s contribution to the visitor economy in 2024 was £290m, so 5% would equate to £14.5m, we currently have a core grant of £4.7m."

She says any extra cash would be targeted at strengthening connectivity, attracting new audiences, extending the season and investing in the visitor experience.  

She says there are opportunities:

"We do have a more seasonal climate, which is becoming more appealing to people who do not want extreme temperatures."

Tricia says the main frustration this year has been the ferry schedules coming out too late.  Sea travel is down by almost a third.

"We weren't bookable until February this year.  We lost that four month booking window and have been trying to play catch-up ever since..

"Bookers in the UK, France and Germany need to know what the schedule and prices are now, really, for the whole of next year.

"So us not having a winter schedule, that was quite late coming out, and still waiting on a summer (2026) schedule, is a challenge because [the island's] not on sale.

When we asked last week, DFDS Route Director Chris Parker told Channel 103 that bookings for travel up to next autumn will open 'towards the end of September'.