Agent Diary: Demand will return but what should we do in the meantime?

Standing still is not an option in our industry. When uncertainty hits, I see it as a moment to reassess what’s working, what isn’t, and where we can adapt. Travel has always been volatile, and the ability to pivot quickly isn’t just helpful – it’s essential to survival.

The changes we must make aren’t always easy, but they create moments to refocus. Like many of you, we are navigating a transition and are also saying goodbye to team members who are moving on to new roles in the industry. Throughout this, our priority remains unchanged: delivering for customers and maintaining the high standards they expect.

This period has pushed us to scrutinise our operations. Are our processes efficient? Are there smarter ways of working? Can we reduce costs without impacting the customer experience? These are uncomfortable but necessary questions if we want to emerge more resilient.

In the crossfire 

Currently, it feels like agents are getting it from both barrels. Global instability is driving up fuel costs, while the introduction of the Entry/Exit System (EES) is creating confusion and genuine concern for travellers. This translates into nervous customers who are more hesitant than we’ve seen in a long time. Some are even cancelling holidays later in the year – a move that would have been unheard of previously.

The impact of media coverage cannot be ignored. Constant negative headlines fuel uncertainty, hitting confidence and bookings. Even with major operators like Tui, Jet2holidays, and easyJet confirming no additional surcharges this summer, the reassurance doesn’t seem to be landing. In some cases, it feels as though the message arrived too late for those who have already decided not to travel.

Demand will return, and it will come back strong

We are seeing more customers opt for UK staycations or cancelling trips altogether, even at a financial loss. I had clients cancel a Douro River cruise for September, forfeiting £1,000. This wasn’t driven purely by cost, but by fear of disruption and the unknown. As agents, we can guide and support, but there is a limit to how far reassurance goes once confidence is shaken.

But we know what’s coming: demand will return, and it will come back strong. The question is what should we do in the meantime? For me, staying visible and proactive is more important than ever.

Targeted activity

We’ve pivoted our approach, building campaigns around what customers are seeking: ex-UK cruises, Greece and Spain, and European city breaks. We launched an Easter campaign and followed up by calling customers who travelled at the same time last year – not a hard sell, just a reminder that we’re here.

Booking patterns have shifted too. There is a trend towards late bookings, often within six weeks of departure. Customers want flexibility, value and answers to more detailed questions before they commit.

This is a challenging period, but also a defining one. How we respond and continue to show up for customers will shape our future. If this industry has proven anything, it’s that we know how to adapt and come back stronger.

We are Proud to do our (Rab)Bit

This is the third time we’ve supported local charity St Richard’s Hospice with their Wild in Art trail. The initiative features around 30 larger-than-life animal sculptures, each designed and sponsored by local businesses, creating a fun and engaging trail across Worcester. It’s a brilliant community campaign that brings people together, and we love being part of something so creative and interactive.

In previous years, we’ve supported a giraffe and a penguin, and this time we’re excited to be sponsoring Peter Rabbit. The trail launches in summer 2027. In the past, Explore kindly donated a holiday prize, and we’re now looking to partner with a new supplier to support us this year.