News of an expanded green list last week led to reports of a sales spike for the trade but agents claimed it was “too late” to save summer.
Operators reported immediate sales surges after last week’s green list additions, with Jet2holidays saying Balearics bookings for July were up more than 3,000%, and Malta and Madeira up 1,500% after being put on the green list. Chief executive Steve Heapy said people were “flocking to book” but cautioned it was a “small step in the right direction”.
Saga Holidays, Kuoni, Caribtours and Sandals’ UK operator Unique Caribbean Holidays cited “huge demand” as Caribbean destinations joined the list.
Advantage Travel Partnership members reported a shift in demand to July. Leisure director Kelly Cookes called the news a “morale boost”, but warned the additions were “not enough to sustain the industry” this summer.
She said an increase in “confusing” restrictions in key destinations since Thursday had “increased customer concern” and “make it difficult for agents to sell in volume” by adding “another layer of complexity for the family market”.
Haslemere Travel managing director Gemma Antrobus told a Travel Weekly webcast it was “too late” to save summer but added: “We’re getting some clients away. We have spent a lot of time nurturing these clients; I feel like a counsellor.”
The Travel Network Group said clients were too cautious to book watchlist destinations, and many agents said bookings were slow. Agents pointed out operators’ percentage booking increases will have been from a low base.
Lee Hunt, owner of Deben Travel, said: “We’ve had a handful of people ask about summer but once we’ve told them what’s required they’ve changed their minds. If the industry reports lots of sales surges it will make government think we’re having a comeback. Operators need to put context behind the figures.”
Spear Travels chairman Peter Cookson agreed percentages are “meaningless” and reported “no upturn”. He said: “I don’t believe the ‘amazing’ figures. Some clients are cancelling Greece to go to Majorca. I could say our bookings to Majorca are up 500% on last June because we’ve done five of them.”
Bailey’s Travel managing director Chris Bailey said: “Business is dire.”