Tour operators are “working overtime” to convert demand for Australia into bookings after the country announced it was reopening its borders later this month.
Vaccinated travellers will be welcome to return from February 21, provided they test negative before departure.
Gold Medal saw its Australia sales increase by 10% week-on-week after it “increased intensity” of its social media and sent e-shots to agents. Three-quarters (75%) of bookings are due to depart by May. The trade-only operator’s average booking value for Australia is up 10% against the same time in 2019, and 80% of hotels booked are four star or higher.
Sales director Nick Hughes said: “Monday’s news sparked a real flurry of bookings for holidays Down Under. This is the one we’ve been waiting for.
“We’re now working overtime to help agents convert the enquiries they’re receiving into bookings.”
Intrepid Travel added more Australia tours. A spokeswoman for the operator said: “We know there is pent-up demand among our customers. We’ve already seen an uplift in enquiries.”
APT released a new sales campaign within 24 hours to cater for demand, with savings of £500 per couple offered until February 28 and £40 Love2shop voucher codes for agents making bookings this month.
Paul Melinis, UK and Europe managing director, said the operator may extend the incentive “if demand is still there” in the coming weeks.
“Australia reopening is a really big deal,” he said, adding that the touring and river cruise specialist had sought a reopening date “for a long time”.
However, Melinis warned 2022 capacity “could be a little bit challenging” as many Australians were choosing to travel domestically rather than overseas this year.
Scenic is offering agents £15 for every land booking made. Brand and marketing manager Sarah Lancashire said the operator anticipated Australia demand to “spike”.
Meanwhile, Liz Cairns, head of product and partnerships (leisure) at Flight Centre, said the announcement was a “huge cause of celebration” and reported a “huge increase in both enquiries and bookings over the last 24 hours” with travellers booking to visit friends and family and for ‘bucket list’ trips.
“We have seen a wide mix of departure dates booked with some customers eager to get to Australia as soon as possible and others planning their trip for later in the year so they can enjoy the Australian summer.”
Tourism Australia said it had been keeping its “highly-engaged agents” updated on its new campaign and reported “an uplift in agents logging into our Aussie Specialist Program” since the government’s announcement on Monday.
More:Travel agents hail ‘real breakthrough’ of Australia reopening