Clients’ search for value isn’t just about money

The word “value” gets used a lot in travel, but its meaning is evolving. It’s no longer just about getting more for your money. For today’s holidaymakers, value is just as much about time as it is about cost.

 

As travel experts, we have the privilege – and responsibility – of helping our customers to make the most of something incredibly precious: their annual leave.

 

Holidays aren’t simply transactions, they’re anticipated milestones. They’re where families reconnect, where friends celebrate and where individuals finally carve out time for themselves in a world that rarely slows down.

 

But with this growing emphasis on meaningful travel comes a shift in expectations. Customers don’t just want “a good deal”. They want the right holiday, tailored to their needs and curated with confidence. This is where the expertise of travel agents becomes critical.

 

A lot of today’s holidaymakers are time-poor. They don’t want to spend hours scrolling through comparison sites or agonising over fine print. They want assurance that their decision is the right one and they want it quickly. A good travel agent doesn’t just book a holiday; they de-risk it. They act as the filter, the advisor and the ally, providing instant access to knowledge, reassurance and peace of mind.

Make it effortless

In return, customers are placing greater trust and higher expectations in the booking process. It’s no longer about finding the cheapest price but about finding the smartest way to holiday. And the smartest holidays are often the ones that feel effortless.

 

This is why simplicity and convenience are becoming central to what customers consider “valuable”. Consider the growing importance of regional departures. Holidaymakers don’t want the hassle of long drives or airport hotels. They want to book a holiday that suits their needs and for the process to feel streamlined from the outset.

 

Airlines are responding. We are seeing new hubs and routes from regional airports and increased winter capacity. In the cruise industry, ease of travel is also becoming a key differentiator. 

Flying directly to the Caribbean for a winter cruise without the need to navigate customs, deal with connecting flights or worry about separate transfers has become a huge selling point.

 

The P&O Cruises valet luggage process on Caribbean holidays is also a big win for our guests – imagine dropping off your bag at the airport check-in and it magically appearing at your cabin door just a few hours later. We call that frictionless (and ultimately more accessible and more attractive).

Tailor your advice

This is why itinerary planning is becoming increasingly important. Clients want their holiday time to work harder. That means more immersive destinations, better cultural access, smart scheduling and flexibility. Holidaymakers want experiences tailored to their individual pace, interests and life stage. AI just wouldn’t be able to offer this level of service and expertise.

 

Despite the backdrop of political and economic uncertainty and broader global pressures, the appetite for holidays remains strong. If anything, the desire to escape and recharge has deepened. Consumers are cautious, but they’re not cutting back on what matters. Across the industry, we’re seeing record results and robust bookings.

 

To satisfy this demand, as travel companies we must continue to invest in quality, in customer-first innovation and in building strong, supportive partnerships with agents. Because the truth is simple: in an increasingly complex world, people want straightforward, expert-led solutions that help them make the most of their time and their money.

 

At the heart of this are travel agents. They are the bridge between dreams and action. 

 

They cut through the noise, build relationships and turn hesitancy into confidence. As expectations rise, so does the value they bring. 

 

As an industry, we need to talk more about time: not just timelines, destinations, deals and itineraries, but time as the most important factor for us all.