A third of respondents to a new poll of 2,000 UK consumers, commissioned by the Advantage Travel Partnership ahead of its annual conference at the weekend, said they planned to take two or more holidays this year in one of the strongest illustrations of the massive pent-up post-Covid demand at agents’ disposal.

Advantage said the research "proved travel is seen as a necessity rather than a nice to have", a point echoed by Daily Mail and Mail on Sunday travel editor Mark Palmer, who addressed Advantage conference delegates on Sunday (21 May).

"During and after the pandemic, asked what they would cut back on, holidays were found to be what a lot of people live for," said Palmer, who told delegates travel now represented the largest portion of advertising spend with the two Mail titles of any sector.

"Holidays have become so engrained in our social culture that they are a luxury we see as a necessity," Palmer continued. He revealed the average age of Mail readers was 56 for the daily paper and 58 for the Sunday, falling firmly into many Advantage members’ typical customer base.

"Choosing where we go is so important," said Palmer. "Our lives are determined by what we have to do, not what we want to do. That’s where you come in. You’re humans offering tailored travel advice, and that’s invaluable.

"Our readers don’t want to feel they are being sold a holiday, they want to buy into an experience that matches or exceeds their expectations. they need guidance and local knowledge. Holidays have never been more important, such are the rigours and horrors of modern life."