Holidaymakers are enquiring about travelling responsibly while price has become less critical, according to Latin Routes founder Martin Johnson.
Speaking at the Future Travel Marketing session at World Travel Market 2021, the director of the specialist tailormade tour operator said the importance of sustainability was steadily rising among clients.
Johnson said: “Sustainability is a big thing and it’s here to stay. We are noticing when people are booking to go away next year or the year after they are looking to do it more responsibly, to make sure their money is going to the right place.”
He said this could result in clients not seeing as many places on their holiday or staying for a longer period of time.
Price was coming further down the priority list, he said, often fourth or fifth behind the importance of the destination and itinerary and health and safety.
He said: “It’s not about putting out a good price, it’s about putting out a great holiday. The kind of holidays [we are putting together] are so much richer and more involved than what we would have done in the past. It sets an exciting trend. Our product guys are excited.”
Johnson said the pandemic had given the operator a chance to review all its systems and marketing, while asking customers exactly what they wanted to hear from the business.
He said: “We lowered the brand and brought them more of the personality; more stories, recipes; and it’s something we will continue to do ever more.”
He added that the review of the company had led to the business getting rid of “everything that doesn’t work”.
“We were pretty brutal about it. Now is the time to do it, look at everything you do and get rid of what doesn’t work,” he said.