Agent Achievement Awards feel even more resonant after headwinds

I write this week’s column as we put the finishing touches to this year’s Agent Achievement Awards, the largest celebration of the UK’s very best travel agencies and agents.

The event is always a wonderful showcase of the travel trade as we head into the peak summer season, but it often feels even more resonant when the industry has had to prove its worth in the face of headwinds.

That has certainly been the case in 2026, with a steady but positive start to the year partially derailed by conflict and disruption in core destinations, and a sense of caution among consumers anxious about the impact of global forces on their everyday lives. Yet despite that volatility, the trade has continued to roll with the punches and get creative to maintain momentum and secure every available sale. 

While the release of pent-up demand immediately after the pandemic is now consigned to history, survey after survey has shown that consumers continue to ring-fence their holiday budgets.

And, as we report this week, exclusive research for Travel Weekly paints a positive picture not just of improving demand and intent to travel, but also of the value placed on the protected packages that are the specialism of the businesses and individuals we will showcase at the AAAs this week.

The shortlists are a reminder of the wealth of fantastic travel companies operating on the high street, from home, via call centres and online. Those who take home a coveted trophy will do so knowing they are at the pinnacle of an industry in rude health.

Comment originally from Travel Weekly, July 9 edition