De Vere launches Summer Passport Campaign to attract 'staycationers'

10 August 2010 De Vere launches Summer Passport campaign to attract ‘staycationers’ De Vere Hotels has introduced a major new summer campaign to tap into the increasing number of people who are choosing to take their holidays in the UK. The Summer Passport Campaign is being rolled out across 13 De Vere Hotels across the country with the aim of engaging customers with the huge variety of activities the hotels offer, and improving guests overall experience. Recent research carried out by national tourism board VisitEngland indicated that in 2009 England enjoyed an 18 per cent increase in the number of holiday trips taken, with holiday makers spending £1bn more than in the previous year. The research also showed that almost half of the population expect to take more domestic breaks than they did in the past thanks to an awakened pride in England as a holiday destination. Guests checking into a De Vere Hotel this summer are being issued with a passport - even though they are among thousands of holiday makers who have chosen not to travel abroad. Instead of collecting stamps for every country they visit, the passport will be stamped every time hotel guests take up a range of special offers designed to reward their loyalty for supporting the UK hospitality industry. From discounted golf rounds to spa treatments, restaurant deals to excursions to local attractions, guests who book a room can partake in a huge variety of experiences across the hotel and receive one stamp per offer, which equates to £10 in vouchers off their next stay. Kirstie Yates, head of marketing at De Vere Hotels, said: “Our hotels are set in some of the best countryside, coastlines and cities in the UK – who wouldn’t want to experience that this summer? At De Vere, Great British hospitality is at the heart of what we do and we want to create an engaging experience for all our guests and reward those customers who have chosen to stay with us this summer. “The Summer Passport Campaign is simple and flexible enough to enable our hotel teams to deliver some great value activities for guests, plus they will drive incremental revenue at the same time.” The campaign, which is also advertised on the De Vere website, will run until 30 September 2010, with guests able to collect passport stamps up until then. For further information about De Vere Hotels visit the website www.devere.co.uk Ends For further editorial information please contact Lisa Ellams or Steve Dann at Fleet Street Consulting on 0121 262 3900 or email lisa@fleetstreetconsulting.co.uk / steve@fleetstreetconsulting.co.uk Note to editors: Visit England’s full report on ‘Understanding to Staycation’ can be found on: http://www.enjoyengland.com/corporate/corporate-information/research-and-insights/market-research/Staycation.aspx