THE WAY WE LOOK TO BOOK HOLIDAYS… IS CHANGING

As 2020 draws to an end, what potential travel trends can we expect, after what can only be described as ….the year from hell?  Jonathan Wilkins from Select Representation shares his thoughts on what he considers to be some of the key patterns in the year ahead.

Travel Agents:  

It’s likely that people may seek the help and experience of using a trusted travel agent.  This may not actually be via a physical high high shop (footfall has dropped dramatically in the past 10 years and consequently many have closed) so this is quite likely to be via a home working agent or the head office of a reputed tour operator. In 2020, many people have had major complications self-packaging, with difficulty getting in contact, receiving credit notes or refunds from directly booked accommodation and flights.  For this reason, it’s possible consumers may look to book via bonded (ABTA/ IATA/ Trust Fund) agents, who can provide useful advise, if things were to go wrong.  This booking process is actually a big change from what I would have said in 2019, where the online world was clearly taking hold of the travel industry.  

Home Or Away?:

There will no doubt be a substantial growth in the number of people staying at home or holidaying domestically.  ‘Staycations’ will continue to remain popular in 2021, until the world gets used to travelling overseas again and the complexities that come with it. Saying that, there certainly does seem to be huge demand for people wanting to holiday abroad, with some feeling that the ‘bucket list’ or ‘dream holiday’ should be taken to make up for 2020.  The ‘big ticket’ trip will depend on how financially hit, or not the consumer is. We must note that not everyone has had a bad 2020 money wise!.

Flexibility:

The need for more flexible booking arrangements has now become vital for the travel industry. Consumer are more likely to book a holiday with a travel company offering free cancellation and / or the option to change travel dates.  Cheaper, non changeable and non refundable holiday options may possibly become a thing of the past! 

Booking Time Frame: 

Brits are renowned for booking their holidays well in advance of travel. In fact, a high percentage people like to book early (6 – 12 months in advance) to ensure they get their preferred choice.  We are currently seeing increased demand 12  – 18 months ahead, as consumers want to be sure travel will be clear of the complications of 2020. Conversely, we are also seeing demand for late bookings increase, for those trying to work around travel restrictions that can change at short notice. 

Holiday Types:

Our vacation choices may also change, as demand for lesser crowded locations become the norm.  The desire to be socially distanced and breathing in fresh / clean air will mean ‘off the beaten track’ places, such as, mountain, country or island retreats will rise in popularity.  Individual travel demand will no doubt win over group travel, for the foreseeable future.  Villas and other more private options will be the accommodation choice of those that can afford it. Similarly, wellness style holidays (spa / yoga retreat etc.) are likely to boom, as people look to improve their mind, soul and body. Sustainable holiday activities will now also play a key role, as the pressure to protect the environment ramps up. City breaks may drop in popularity for the next 12 – 18 months, as people try to avoid busy places.

Points To Ponder:  

Other things that could impact on our travel movements include:

(1) Cashless Payment – We will start to see more and more venues change to a cash free environment to avoid people handling ‘dirty money’ (due to germs). Credit card only transactions will be introduced in many locations.

(2) Vaccine Certification – It will become a requirement for people to prove that they have been successfully vaccinated. No proof will mean no entry.  

(3) Prices May Rise – 2020 has seen a number of airlines, hotels and tour operators downsize or go out of business. This will mean the demand could exceed the supply, which will cause prices to rise.  

Let’s hope 2021 is kind to us all and that the dreaded ‘c’ word disappears from our lives once and for all.  Easier said than done!

Written by Jonathan Wilkins from Select Representation. Sales & marketing representatives for hotels, villas, cruise and destination management companies in the UK, Ireland, Belgium, Netherlands & Scandinavia (Denmark, Norway, Sweden & Finland).