The industry will hope a stable summer helps maintain consumer confidence, says Travel Weekly editor-in-chief Lucy Huxley
Only an unshakeable optimist would have thought the industry’s restart after the pandemic would be plain sailing.
But even the most hawkish of analysts would have been hard-pressed to predict the extent of the current squeeze on personal and corporate coffers.
The initial strong rebound for the summer season generated essential revenue, while forward bookings also offer hope that momentum can be maintained in the seasons ahead.
But as inflationary pressures mount and home and business owners alike await the next energy price cap announcement, the impact on the costs side of the ledger is only going to increase over the autumn and winter period.
As we have reported in recent weeks, agencies and operators are thinking creatively to support staff in the face of the rising cost of living.
Yet increasing wages or offering bonuses isn’t a universal option for the many SMEs whose finances and resources are still stretched thin after the battering of the past two years.
Though not universally popular, the measures taken to minimise airport disruption over the summer appear to have been largely effective, meaning the ‘narrative of chaos’ from earlier in the season has thankfully not continued.
And this will help assuage fears that the negative coverage in the national media would have a knock-on effect on some consumers’ future travel plans.
It will take prudent and sensible management to steer businesses through the coming months, and the industry will be united in hoping the memories of a successful summer getaway will encourage customers to continue to ring-fence and use their holiday budgets despite the challenging times ahead.