by Lindsay Paterson
WHAT’S HAPPENING
- Butlins has never been synonymous with fine dining, but a new up-market wine list offers consumers choice and quality at surprising prices. The “Fine but Fun” wine list offers holidaymakers a range of fine wines, including Chablis and Chateauneuf du Pape and even a Krug Grand Cru at serious (but fair) prices.
- The move is part of Butlins’ strategy of appealing to all budgets — guests are no longer tied to the infamous chalets and traditional food and can choose from basic to luxury in their accommodation and dining options. And as a result, Butlins reported a 10% increase in revenue in 2009 (TravelMole.com 2.12.09).
WHAT THIS MEANS TO BUSINESS
- Savvy and well-travelled consumers may be holidaying at home this year, but they don’t have to settle for second best.
- Supermarkets and off-licences have accustomed wine-loving consumers to choice, both in terms of price and quality. They want to indulge their passion on holiday too, even if they are saving on travel and accommodation costs.
RESOURCES
