Just shy of a third of respondents (32%) to TTG’s final Travel Agent Tracker survey of the year told us enquiries had increased month-on-month, with average enquiry numbers standing at 41 – the highest level since the summer.
Four in 10 respondents (40%), meanwhile, said their average sales price per person going into January was between £2,001 and £5,000, up from 23% in November.
Moreover, most of this additional 17% came from a greater proportion of agents selling in higher average sales price bands rather than there being a decrease in the number of agents selling at higher average values, such as £5,000+ per person.
More than a quarter of respondents (26%) said their average sales price per person had increased month-on-month ahead of peaks, while the number who said it had fallen was just 12%.
While rising prices don’t appear to have stifled sales significantly, price increases did rank as the single biggest issue for agents ahead of peaks, flagged by one in two respondents (50%).
“Clients still want to travel, but are very conscious about getting value for the money they are spending,” said one respondent. Another added: “I’m amazed by how many new enquiries we’ve had, but they are quite price-driven as people feel the pinch.”
Others said some clients had been “shocked” by how holiday prices had increased, while one respondent said clients asking them to match quotes from OTAs were generally happy to “pay the extra knowing they are getting a personal service”.
Good spirits
Getting hold of suppliers, meanwhile, ranked as the second biggest issue for agents, highlighted by 46% of respondents. This was followed by strikes and industrial action (26%); flight delays and disruption (24%); and availability and capacity (24%).
Notable, too, was a halving in the number of respondents highlighting conversions as one of their biggest issues (from 30% to 14%), with nearly seven in 10 respondents (68%) telling us they were currently converting at least 40% of new or ongoing enquiries.
Broadly, agents entered peaks in good spirits; 76% of respondents said they were feeling either very (32%) or quite (44%) optimistic about the coming months – 22% said they felt 50:50, while just 2% said they didn’t feel very optimistic.
Most respondents (88%) said they felt 2022 was a better year than 2021, with in excess of two-thirds (68%) stating they were either very confident (24%) or quite confident (44%) 2023 would be better than 2022. The remaining third (32%) said they felt 50:50, with no more pessimistic takes.
