Some 96% of Advantage member respondents to an April 2023 business impact survey said they were seeing new customers. More than half (52%) of these new customers are aged 45-54 and a further 20% aged 35-44, highlighting how more younger consumers are turning to agents for help planning and customising their holiday plans.

"Given the current booking trends, we anticipate there will be a record number of calls and visits to travel agents this year across the UK as people look to book a much-needed break away," said Lo Bue-Said. "It’s wonderful to see that among the negative headlines around travel, with persistent strikes and rising prices, so many of our members are feeling optimistic about the year ahead and are seeing their customer bases grow."

Advantage added: "The rise in new customers booking through agents shows customers are looking to travel agents for their knowledge and expertise to help them personalise and plan the best trips for their budget and have human contact to help them navigate post-pandemic travel."

Nearly seven in 10 respondents (69%) said the type of holidays people are seeking was changing post-pandemic, with 53% reporting an uptick in bookings for bucket-list trips put off due to Covid.

While the US remains Advantage members’ most popular long-haul destination, bookings for Japan’s cherry blossom season had surged, along with demand for luxury safaris and Canada’s Rocky Mountaineer.

Another trend identified by the survey was a shift towards multi-centre itineraries combining Australia and New Zealand, and renewed demand for the Far East – one of the region’s subject to the strictest Covid lockdowns.

Another area of growth has been cruise, with many cruise clients either moving Covid-impacted trips to 2023, or booking fresh cruise holidays. One in two Advantage members’ clients are looking for cruise, with expedition cruise to the Galapagos and Antarctica coming through as increasingly sought-after options.

Advantage members in the luxury space said they have seen demand grow, with many clients able to weather the financial impacts of the pandemic more effectively – along with the subsequent cost of living squeeze. Nearly

half of Advantage members (47%) have seen clients book luxury getaways.

More than a quarter (28%) of Advantage members reported renewed demand for escorted and group tours to places like Costa Rica, India and South Africa, as well as "authentic, local, responsible" tours in Europe. "The statistics paint a positive picture for travel this year and show that although the cost of living is continuing to bite many consumers, people are reluctant to give up travel," said Advantage.

Lo Bue-Said added: “Our business impact survey shows there is a lot of pent-up demand for travel and that people are continuing to prioritise travel despite the cost of living crisis."

‘No substitute for agents’

Members are not without their challenges though; despite pent-up demand, increased costs and staffing challenges have stymied some of this rebound. Nearly half (47%) of member respondents said staffing was their biggest concern; 41% said it was increased operating costs; and 31% pricing. Another 38% said they were having to recruit people with no travel experience and devote time to training to backfill staffing.

"Our survey also shines a light on the pressures facing small- and medium-sized businesses who are struggling with increasing costs and staff shortages," Lo Bue-Said continued.

"Travel agents are best placed to help consumers navigate booking holidays that account for their various needs, desires, concerns and budgets. What is reflected in the results of our latest business impact survey is that people are continuing to prioritise travel and that consumers have found there really is no substitute for agents who act as advisors, who know their clients and can provide expert consultation, support and peace of mind."