Meanwhile, positive reports of robust demand and industry confidence are tempered by various dark mutterings about another summer of disruption.

Then there’s Donald Trump’s new tariffs, which will be levied on a range of goods and services – including the elements that comprise holidays – and look likely to start a global trade war.

It is generally accepted the actual burden of this will be felt primarily by consumers via higher prices, which could in turn drive up inflation.

So anyone responsible for marketing a discretionary purchase, like a holiday, is going to be faced with a delicate balancing act to negotiate.

How, then, do you sustain demand and consumer confidence when the world around you seems determined to disrupt this?

The answer lies in building agility and resilience into your marketing strategy – here are five ways you can doing that right now if you’re not already.

Encourage cross-channel collaboration

Marketing is at its most effective – and efficient – when it’s working towards a common goal.

That means breaking down silos between channels, whether it’s social media or email, PR or pay-per-click, so everyone involved can share and act on insights, analytics, and developments.

Move swiftly, but review often

Channels and teams working in sync work faster, and can course correct with greater speed as a situation evolves.

Now might not be the time for that huge campaign you’ve been working on for months – consider how you can break your plan down in to shorter bursts of activity, testing, learning and optimising assets as you go.

Learn from your data

Marketers can access reams of data that can help them make informed decisions about what is or isn’t working.

At times of flux, and when facts can be distorted by opinion, data provides objective insights that can help you adapt a campaign to maximise its impact.

Customer-centricity is key

A particular selling point for travel agents is the trust held in them by their clients. And at times when those customers might be uncertain about the financial commitment they will be making by booking a holiday, that trust becomes invaluable.

Trust is rooted in open communication, so be transparent, gather feedback and be ready to adapt your marketing based on what they’re telling you.

Be true to your brand

To build resilience, stay true to your brand’s purpose and values by proactively addressing potential risks.

Consumers are looking for authentic experiences aligned with ethical considerations, such as sustainability or community impact.

Brands that consistently deliver on their purpose, with their values at their core, will inspire trust and navigate uncertainty successfully.

The only certainty on which travel marketers and agents can rely is that they need to be prepared to operate in an uncertain environment.

Report after report indicates consumers want to travel, and are prepared to forego other discretionary expenditure to protect their holidays.

As an industry, there’s a limit to what we can do to prevent electrical substations bursting into flames or wildfires starting, and how much we can influence a capricious administration.

But agents and marketers can control how they respond.

Injecting some agility and resilience in your marketing ensures that whether it’s tariffs, natural or manufactured disasters, or some other unforeseen disruption, it’s you people turn to when they’re ready to book.

Andrew Shelton has nearly 30 years’ travel industry experience with the likes of British Airways, Virgin Holidays, Cheapflights and Netflights. He is a founding member of the Llama collective of travel marketing specialists, helping brands all over the world to sharpen their marketing.