In its recent Business Confidence Tracker and Consumer Travel Insights Report, the association found 94% of consumers were confident their financial position would remain unchanged in 2023, and the majority of those are prepared to pay more for a better experience.

"Furthermore, 88% want to do business with someone they can talk to for expert advice/guidance, which is great news for Aito’s specialist SMEs," said Martyn Sumners, Aito executive director. 

"It is clear from both sets of results that the typical specialist Aito tour operator, specialist travel agent and their clients are very well aligned in terms of the way that they are thinking."

Aito tour operators and travel agents are in a "bullish mood" as they work through 2023 and into 2024, Sumners added, as the SME travel industry "booms" with members reporting turnover up 95% in Q4 of 2022 and 83% up in Q1 in 2023.

"This is very encouraging considering how challenging the last 12 months have been, with 84% reporting operational difficulties," Sumners continued.

"The next 12 months are equally encouraging, with 74% of Aito companies expecting to be up in terms of volume, and 21% anticipating the same volumes as at present."

Just over 20% of members believe domestic business will increase, while 64% and 78% respectively predicted growth in both the short-haul and long-haul sectors.