Florida4Less Buck The Travel Industry Trend With Record Growth

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Since the onslaught of the recession, trading conditions have been difficult for the travel industry. The recession hit hard and it has been widely reported that the industry as a whole was down 20% year on year in 2009, with 2010 proving equally difficult.

We price check constantly and we are consistently one of the lowest priced operators out there, and are happy to price match if not

Since the onslaught of the recession, trading conditions have been difficult for the travel industry. The recession hit hard and it has been widely reported that the industry as a whole was down 20% year on year in 2009, with 2010 proving equally difficult. However the specialist Florida travel agency Florida4Less have surprised all and today announced record growth.

The decline of the travel industry was especially significant for Florida4Less, as operating solely in the American market where the exchange rate was the most unfavourable it had been for a number of years, and being a long haul destination, meant air fares were at a premium.

For the team at Florida4less this was their biggest challenge yet. Their online booking website was launched in January 2008, having previously been established as a phone booking business through Teletext. The business is positioned as having the lowest prices on the market, so the team knew that this was a competitive advantage in a very competitive marketplace.

“We price check constantly and we are consistently one of the lowest priced operators out there, and are happy to price match if not,” says Jon Moulding, one of the company Directors.

“So we were confident that we could offer customers wanting to travel to Florida the best prices around, so they could still have their dream holiday despite the recession.”

Despite this, it was still evident that overall improvements to the business could be made.

“We redesigned the website and relaunched it in September 2009. We needed it to be more user friendly and show our customer that we can cover all aspects of their Florida holiday, reflecting our other core proposition that ‘we are the Florida experts.’”

The investment paid off with an increase in the number of additional ‘services’ that were being purchased, such as insurance and car hire. Furthermore, the business has grown steadily with 2010 being a breakthrough year for the business with bookings up 43%.

“We believe that a number of factors have been responsible for our continued growth and success – including our engagement of Epiphany Solutions in Leeds who manage all our SEO and paid search work, the increased brand awareness we have achieved through social networking and affiliate marketing, and improvements made to the website. We hope to build on these throughout 2011, and aim to be the market leader for family holidays to Florida.”

Florida4Less.co.uk are the UK’s leading specialist in holidays to Florida - Offering flights, hotels, villas, insurance and much more all under one roof at unbeatable prices. Florida4Less are part of The Freedom Travel Group Limited, a subsidiary of Co-operative Group Limited.

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Paul Martin

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