Time for TICs to be computerised
The fact that England's Tourist Information Centres (TICs) handled 750,000 hotel and guest house bookings last year looks impressive at first sight. But when that figure is broken down it represents an average of just 25 bookings a week for each of the country's 560 TICs.
Most of the bookings are made for people who arrive at a TIC and want somewhere to stay that night. A further 467 TICs offer a "book a bed ahead" service which enables tourists to get accommodation at their next destination.
Such booking facilities are limited despite the modern computer age. Clearly, TICs represent a huge, under-used resource and could offer so much more if there was a proper computerised central reservations system available.
This fact has been recognised by the English Tourist Board (ETB), which is currently looking at ways of improving the bookability of accommodation in England. It is possible that this investigation could lead to a central booking system becoming available.
Over the next few years it is possible that hotels and guest houses will be linked by computer to their local TIC, which in turn will be linked to centres all over the country and possibly overseas. Travel agents and other holiday suppliers could also become involved in the network.
The need for such a system is clear. Although a number of hotel groups and consortia do good jobs, they do not compare with the ease with which, for example, UK residents can book overseas holidays. How many people book a holiday or short break overseas simply because that option was marketed to them better and was more easily arranged?
The ETB is at pains to point out that there will be no quick fix. But at least it is making a start. A number of TICs are soon to be converted into Holiday Shops which will offer a full booking service (see News, page 5), and about half of all TICs now have at least one computer in place.
Unfortunately, funding for the board from the Government is pitiful and, while competitors such as Ireland can get access to huge EU grants, there is little Euro-cash available for England or its regions. The ETB's income has slumped from £27.9m in 1989 to just £15.9m last year, with most of the reduction caused by the removal of Government grants.
It is clear that the ETB has a number of excellent ideas to take tourism into the 21st century. These ideas deserve to be supported with Government cash as well as fine words from whoever the latest tourism minister happens to be.
