The wide-ranging Travel Tracker survey of 2,000 Britons, published on Wednesday (18 October), revealed 15% of people are inspired by seeing others’ holiday experiences on social media, and that the US will be the most sought-after destination among consumers for 2024.
It also showed that nearly half (48%) of those polled believe climate change has made them consider more sustainable travel options when planning a holiday, although only 13% plan to reduce their air travel.
Byrne told TTG these data points would help shape Travel Counsellors’ future strategies. “This is the first time we’ve done the Travel Tracker – we’ll do it annually going forward," he said.
“Our business is now a sufficient size that we want to make sure that we’ve got a handle on how consumers are feeling, and not just consumers that book with Travel Counsellors, but also those who don’t. We can reflect on this insight.
“The reflection is we’re in a great place and the strategies and the people that we’ve got are doing the right things. It will give us insight to reflect on and adjust strategies if we need to and share insight with others. The research is hugely positive for others in the industry.”
Byrne highlighted data from market research firm Mintel, also published on Wednesday, which revealed a third of Britons will continue to prioritise spending on holidays even if it means cutting other areas of spend.
“Our data is reinforced by Mintel’s research that came out today that discretionary spending is people’s number one priority,” he said. “It’s good to see that people have got these different data points and the appetite from consumers is to prioritise travel and holidays.
“We have to satisfy that [appetite]. We have to make sure that we look after the customer and do the right thing by them. If we do that then the customer will come back to us.”
Travel Counsellors has recruited around 200 Travel Counsellors in the UK so far this year, with the business trading around 70% ahead of pre-pandemic levels and 30% ahead of last year.
Byrne added he believed the Travel Tracker survey also showed how sustainability was important to customers. “We’ve had a big focus on sustainable travel since we reopened post-Covid,” he explained.
“The research shows 40% of consumers are willing to spend a little bit more to make sure that their travel is sustainable, but only a small percentage of consumers are willing to not fly for example – we need to make sure we can offer those customers sustainable travel choices.”
The research, he said, reinforced the need for Travel Counsellors and their customers to share experiences from their trips on social media. "Holidays are a visual thing,” Byrne continued. “Social sharing is a means of inspiring other people. The survey reinforces that.
“We’re constantly educating our Travel Counsellors to make sure they know how to use social media.”
