According to the Guardian website, "twice as many Britons are planning to spend their holidays in the UK this year compared with last".

With fewer people venturing abroad, does this mean that the need for promotional merchandise in the travel industry is dwindling? Or will the UK travel market open doors for promotional merchandise companies?

With this market in mind, here are a few of our ideas for travel and holiday products with a difference that your company could promote, and businesses you could target in the run up to and during the summer season.

In a move to make the most of the recession, it seems the tourist industry's competitive streak has been revealed! Everywhere you look a travel agent is trying to sell a holiday by slashing prices and offering a fantastic deal.

This looks like a positive move for the promotional merchandise industry as, in these competitive times, companies are more likely to need products to raise brand awareness.

As a promotional merchandise company with travel and holiday products to sell, surely these are the types of campaigns which you should be gearing towards.

So what types of products would be unusual, but necessary in this turbulent market?

Camping and caravan trips are set to be popular this year, expanding the need for miniature travel kits. Cosmetic kits, shoeshine kits and washing up kits will be among the products needed by happy campers and these are the sorts of products travel companies and holiday parks are constantly crying out for to provide for their customers.

So why not use some initiative and think about contacting British holiday parks to see what brandable products your company can provide this summer?

Holidaying in the UK generally means that more time will be spent in the car, and most likely in a traffic jam. Promotional products aimed at children, such as card games and toys are an ideal way of marketing travel products to suit a changing market. These types of products will also ensure that the phrase "are we there yet?" is well and truly stopped!

Sturdy eco-friendly bags are a useful tool for a family on the British beach, but these are not necessarily thought of as travel products. These types of bags can be packed with picnics, cricket sets, buckets and spades, towels and swimming gear. Promotional bags such as these obviously have great opportunities for branding and could be aimed at large stores or supermarkets to have in the run up to the summer break.

With more people set to holiday in seaside towns around the UK, how about targeting tourist information centres? UK tourist hot spots will be in need of branded mugs, pens, rubbers and the like to stack on the shelves ahead of the busy summer rush.

Despite the smaller numbers of holiday makers running for the airport this year, business travel especially will remain at the forefront suggesting that products such as luggage labels, passport covers, travel wallets and good quality luggage will buck the apparent economic trend.

It was in fact reported recently in the Birmingham Mail that "Emirates Airline is increasing the number of business class seats out of Birmingham by 39 per cent this summer, to meet the rise in demand from the region", suggesting the importance of the business travel market and that this is an area to utilize in terms of products. 

PROMOTA member, The Leather Business, is a company already focusing on these types of products. The Leather Business supplies passport covers and travel wallets as part of their extensive travel collection. The Eco Verde range (pictured) is not only environmentally friendly, but stylish and practical, making these products an ideal accessory for any seasoned business traveller.

Another PROMOTA member, Liquid Lens, is also aware of the need for these types of products. Mandy Hastie, sales and marketing manager at Liquid Lens, said: "Luggage tags are not surprisingly a seasonal product and currently one of our best selling items. Despite the fact that many people are choosing to holiday in the UK, the majority of sales tend to be to travel companies promoting overseas holidays and cruises. It is possible that they are having to work harder to maintain their market share in the current economic climate."

With the Euro making holidays in Europe expensive this year people may not be flying off to their favourite sunny hotspots, but instead will be staying in the UK. This does not mean, however, that the need for promotional travel products will diminish.

Promotional merchandise companies need to remain alert to the fact that travel and holidays will continue to be a strong area for merchandise, even in a recession. It is therefore important to think creatively and research the types of opportunities, such as those suggested above, in order to tailor your offering accordingly.

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