Increased consumer and trade resilience means momentum is continuing despite headwinds, says Aito Agents chair Gemma Antrobus
What if we’d never had Covid? For the past few weeks, this question has been dominating my thoughts. What if we’d never had Covid, and what positives can we now take from the pandemic?
Before you all think that lack of sleep has gone to my head and I really have lost the plot, please let me reassure you that there is not an ounce of my being that wishes to relive the pandemic. I am, however, always one to look for the silver lining in situations, and this has made me ponder.
There is no denying that the headlines these days are no longer dominated by daily Covid case numbers and deaths but instead by the cost‑of‑living crisis and the troubles between Russia and Ukraine. With the exception of the Queen’s Jubilee, it’s rare to hear anything positive. We bounce from one negative to another, with barely a break in between.
Had we not had the pandemic, these other two factors – the war and the cost of living – would undoubtedly have seen consumers forgoing their holidays
And just as Covid news stories turned people away from travelling for fear of catching or spreading the virus (as well as breaking the many government restrictions), you would be forgiven for thinking that the conflict between Russia and Ukraine would be having the same effect as the Arab Spring or Gulf war – in other words, that travellers would be more hesitant about getting away.
And you might well have been having the same thoughts about the cost of living. With the prices of just about everything rising, from essentials to luxuries (including holidays), surely this should be contributing to a downturn in holiday purchases?
Exceptional demand
And yet, if your office is anything like mine, there is – thus far – very little sign that either the war or the cost of living are having an adverse effect on demand. Our enquiries, conversions and bookings are exceptionally positive.
For this, perversely, we may have to ‘thank’ Covid. Had we not had the pandemic, these other two factors – the war and the cost of living – would undoubtedly have seen consumers starting to forgo their holidays amid fear of the conflict spreading in Europe and a wish to prioritise spending on more‑essential outgoings. As an industry, we could have been in a very negative place.
Lockdown dividend
While we know that many of our clients regard their holidays as ‘essential’, we also know all too well how quickly travel can become the bad guy. Being the easy target that we are, it wouldn’t take long for stories about consumers turning away from travel to hit the headlines. As we all know, national media stories of this sort can make even the most resilient of travellers think twice.
So it is ironic that the recent numerous lockdowns and lack of international travel have actually left us, for once, in a pretty resilient place. Every day, I hear stories of how long it has been since a client last had a holiday; 2022 is not only the Year of the Tiger, but also the Year of the Holiday.
Human travel designers continue to stay in favour, not only because we have over-serviced clients affected by the pandemic (gaining greater loyalty and recommendations), but also because our role now goes far beyond anything a consumer can do for themselves. If I had £1 for every call or visit to the office from someone who has booked direct and got themselves into a pickle, who’s not sure if their passport is valid for travel, or who can’t find the correct information online about entry requirements, I wouldn’t need to work.
Let’s not forget that this time last year, we were just at the end of a long five-and-a-half months when it was illegal to travel. How far we have come! And how far can we continue to go?