Rowles made the prediction in his opening address at the 2021 Aito conference in Leicestershire on Friday (3 December) in spite of the onset of the Omicron variant of Covid-19.
"Talking to members, when the [new] variant was first spotted, bookings slowed down – but they didn’t stop," said Rowles. "A year ago, everything would have stopped.
"A golden age of tour operation I think it could be here as soon as 2022. Quite a few members have said that as long as travel can happen, a lot feel they could have their best years in 2022."
Rowles said while he acknowledged conditions were markedly different for different members given the broad nature of Aito’s membership, the government’s stance on travel was "in a very different place" to where it was earlier in the pandemic.
"I believe they [government] do want travel to happen," said Rowles. "Minister after minister have said that. Six months ago, they wanted to haul the draw bridge up. Even now, government has resisted bringing in more restrictions, they are really trying to make travel work."
Reflecting on the wide range of challenges Aito members have faced since the conference was last held in person in November 2019, Rowles touched on the increasingly rigorous Atol renewal process, remarking: "You have all made it, next year will be easier."
He also praised the government for clarifying its stance on businesses’ eligibility for local government grant support, notably for tour operators, although he said the message wasn’t yet filtering down to local councils uniformly.
"You are the survivors," Rowles continued. "You probably know your businesses better now than ever before. You have been able to look at the make-up of your business. You have had the ability to start again with a blank piece of paper.
"[There is] a golden down waiting beyond the horizon. But there are challenges to get there. I’m not pretending it will be easy."
’Race to the top’
Rowles added it was vital now not to get caught up in a "race to the bottom" as businesses compete for business as the world emerges from the Covid crisis.
"Your customers, I trust you have brought them with you on this journey, binding them to you like never before," he said. "Customers have been deprived [of travel], they are excited to spend more.
"This is not a race to the bottom. It is the race to the top, to provide the best holidays, to be flexible and to hold their hands like never before. I can’t think of anyone better to provide this than Aito companies."
Conference moderator Jono Vernon-Powell, founder of Nomadic Thoughts, told delegates there was a real feeling that there has never been a better time to be in the market. "We are very well positioned to pick up as we go forward," said Vernon-Powell.
He added the knowledge Aito members had as travel authorities and destination specialists would be more valuable than ever, as would pooling the collective knowledge within Aito membership.
