Restructuring sees shift of sales focus at Club La Costa

UK off sites have been integral to the company’s success across its 25-year history, resuming in 1991 after a break in the 1980s. However, the continuing poor shape of the UK economy, have led to a major sales rethink.

Fast response to changing trends is at the core of Club La Costa Resorts & Hotels’ ability to snatch success even from the jaws of the worst global recession to affect the holiday industry.

Recently, the company moved to close down four of its five off-site sales operations in the UK, due to the country’s continuing economic battering, to refocus on new programmes aimed at increased Fly-Buy/SIV activity.

CLC’s prestigious sales and exhibition centre in London’s best postcode, the West End, continues to operate, but a decision was taken to shut its other UK off-sites as their effectiveness in the current financial climate was under question.

“Right now, the best thing we can do is offer great price family holidays where customers can come and sample the quality and value of the Club La Costa experience, and we are doing this through a number of channels,” said chairman Roy Peires.

Right now, the best thing we can do is offer great price family holidays where customers can come and sample the quality and value of the Club La Costa experience, and we are doing this through a number of channels

Club La Costa’s Essex-based marketing operation is at the centre of a flurry of Fly Buy activity handling data from a mix of sources, such as shopping centre booths, emailings and websites, while independent marketers have promotions at airports both in the UK and Spain.

UK off sites have been integral to the company’s success across its 25-year history, resuming in 1991 after a break in the 1980s. However, the continuing poor shape of the UK economy, have led to a major sales rethink.


Editor’s notes

* Club La Costa Resorts & Hotels is widely regarded as a leading provider of holiday products in Europe.
* Founded in 1984, the company has more than 50,000 members and 23 wholly owned resorts in England, Scotland, mainland Spain, Tenerife and Austria.
* CLC Estates is the company’s successful real estate business.
* Club La Costa also has its own in-house travel agency and resort management arm.
* Developing a mixed use model of whole ownership homes – offered with a leaseback programme – and timeshare resorts, Club La Costa has expanded into Turkey during 2009, opening a new resort with a second planned for 2010.
* In 2007, Club La Costa launched its unique Yacht Club with sailings in the Red Sea, Turkey, around Mallorca and, planned for next year, Greece.
* Across its operations, Club La Costa employs more than 2,000 employees.
* The company is a founding member of the Organisation for Timeshare in Europe, now the Resort Development Organisation (RDO) of which it continues to be a key supporter.
* The Smile Foundation, a charitable organisation which Club La Costa helped found and helps raise funds for, and the private Roy Peires Foundation, help many needy causes.
* Club La Costa prides itself on impeccable levels of service, innovative products, a pioneering spirit and the outstanding quality of its resorts, which occupy top locations and offer a wide range of excellent facilities.

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