More than 70% of Aito customers are likely to book a holiday in the next 12 months, according to the organisation’s annual Travel Insights survey.
The Specialist Travel Association (Aito)’s 2021 Travel Insights survey demonstrated that its customers were both resilient and ‘poised for recovery’ of the travel sector.
In total, 28,500 consumers took part in the annual survey, its biggest sample of respondents to date, during January, February and March this year.
Aito found that 91% said they were likely to book with Aito tour operators and travel agents again, with 72% planning to book a holiday in the next 12 months if travel restrictions allow. Only 15% were unlikely to book and 13% were unsure.
Of those customers who had not yet booked a holiday, 25% said it was because of the Covid-19 pandemic and 21% said it was because they were still planning their getaway, meaning around 46% of prospective clients were still “in the market”, said data strategy consultant Roy Barker, of Spike Insight, which analysed the survey results.
On how many holidays they would take once they can travel freely again, 70.5% said they would travel the same amount, 23.3% said more, and only 6.2% said less – a net increase of 17%.
In terms of how they will book, 78% said they would book through a specialist travel company or a travel agent – up from 63% a year ago.
Barker said: “This is more than we’ve seen in the past and we think part that is because most customers perceived the actions taken by operators and agents as positive and recognise the mitigation of risk and that expertise is invaluable as travel takes off again.”
The survey also showed 83% of Aito customers thought their household would be in the same financial position as now or better off in the next 12 months, giving further “enthusiasm for the future” for travel companies, said Barker.
When asked about whether they still perceived a holiday as a necessity, 82% agreed or strongly agreed. “This market is a long way from seeing their travel experience as an unnecessary luxury. They are going to take more holidays,” added Barker.
Similarly, customers’ attitudes towards travel abroad was positive with 80% saying they would either be among the first to travel once restrictions allow or said they will travel once they feel the time is right.