Nearly half of the 28,500 responses to the latest Aito Insights Survey Findings said they were preparing to book. A quarter said the pandemic had got “in the way” of travel plans, with another 21% saying they were still planning.
“We see that as the hibernation of demand,” said Roy Barker of Spike Insight, which took data from 44 Aito companies. The bulk of responses – almost 18,000, were collated in February, with another 8,000 in January and the remainder in March. Of these, 72% said they were likely to book in the next 12 months if restrictions allow.
Among potential bookers, 60% said they would book with a specialist travel company, and around 26% with an online agent, but fewer than 20% “with a travel agent”.
Almost 83% said they thought their financial situation would stay the same or improve in the next 12 months and 82% said they considered holidays a necessity.
Being vaccinated was top of the list of concerns, followed by low infection rates in countries that clients wished to visit. Having Covid-valid insurance and no quarantine worries were next on the list. Clear Covid protocols were also required, as was more knowledge of what the whole experience will be like in-destination.
Spike Insight urged Aito member to focus on “innovators” – those who would be first back into the market.
“Innovators will drive growth in the short term,” said Barker. These, he said, tended to be in the 50-59 age group and were a vaccination priority. Almost 60% wanted to travel long-haul.
“They are pretty much off the scale in terms of how much their holidays matter to them. To us it says Aito is sitting on a mountain of value.”
He said Aito’s travel restart should revolve around “customers you already know” and urged an email, rather than “pay per click” marketing campaign.
