A survey of more than 300 agents undertaken by the Truly Independent Professional Travel Organisation’s (TIPTO) new agent research panel has found seeds of optimism.
Responding to the survey in December, some 54% of agents predicted 2010 would be “a little better” for business and 25% expected it to be “much better”. Just over 2% said business would be a “little worse” than 2009.
Agents identified the biggest challenge for 2010 to be reduced consumer spending power, while only 10.5% thought the increase in Air Passenger Duty would have an impact on sales and less than 2% said the football World Cup would be a distraction.
However, TIPTO chairman Graham Balmforth said there remain sectors that agents are optimistic about, with 75.6% identifying cruise as providing sales opportunities, 65.1% targeting the long-haul market and 62.8% saying non-eurozone countries such as Turkey would be key to business.
Just 47.7% said short breaks would provide a strong market in 2010.
Balmforth said: “While the economic climate remains challenging, agents recognise that there are key sectors they can capitalise on to improve their business. This year will be the year the trade starts to bounce back.”
The cautious optimism shown in the survey has proved well founded, agents have reported strong sales for summer 2010 since Christmas although the current winter season remains weak.
Nearly half of agents surveyed said traditional tour operator packages were more popular with their clients.
When asked about their one wish for the industry in 2010, most agents wished for “clients to realise the high street is the best”.