Pata’s latest Patterns report, based on a survey of 36 of its UK and Ireland members, highlighted seven key trends set to shape travel in 2023, including "agent authority".
"If anything goes wrong – an ever-present worry in a post-pandemic world – a travel agent at hand to help sort it all out is essential," said Pata. "Travel agents have taken on an even more complex role – part psychologist, life coach, concierge, fixer, dream maker, etc – wearing several hats when working with their customers.
"Agents have more authority than ever, and we recognise how important it is to support them and educate them as much as possible to make their jobs easier and more profitable."
Other likely 2023 trends, based on feedback from DMOs, DMCs, operators and hoteliers, include: explore more, keeping it real, therapy travel, bougie breaks, longer longer and into the wild.
“We are expecting 2023 to show more of a return to normality and recovery, but it remains the case that the damage of lockdowns is yet to fully unwind," said Pata chair UK and Ireland Chris Crampton, who warned the year would likely be one of consolidation and recovery rather than celebration.
Ian Dockreay, Pata UK and Ireland board member and chief executive of Equator Learning, said agent training would be vital as travel seeks to make a rapid comeback, and with destinations and suppliers ramping up their product offerings.
"Agents and tour operators are now relied on more than ever by consumers globally due to the complexities and growing expense and financial risk of travel," said Dockreay.
Dockreay stressed pent-up holiday demand was there to be unlocked despite global cost of living concerns, and said agents would be key to tapping consumer spend.
"People want more out of their holidays – they want experiential tours and to see more of the destinations and this is where travel agents are key to guiding holidaymakers in their holiday decision making," he said.
"Agents and tour operators are reporting robust demand for Europe, the North Atlantic, together with island destinations in the Caribbean and Indian Ocean, and now as restrictions lift and capacity return to the Asia Pacific regions booking levels are beginning to show very significant and rapid gains there too."
Dockreay added a big part of growing sales prices would come through increased spend on travel, such as cabin and accommodation upgrades, and higher spending on villas, cruises and car rentals.
"Yields are very much up across the board and volumes are sure to follow over time," he added. "The early peaks of 2023 will be a fascinating case study of the state of the industry for 2023 and beyond."
