That was the message from Gold Medal’s UK managing director Simon Applebaum, who addressed the opening day of the ITT conference in Istanbul on Wednesday (15 June).

Exploring themes such as transparency and collaboration, Applebaum said the uncertainty of the past two years had widened agents’ potential client base and strengthened their value to consumers.

"[There is] a new generation of people walking into their stores," he told delegates. "A new demographic – they want that service and security."

Empathy and care, he said, would go a long way in the new post-Covid era of travel, two qualities those within the trade have long known agents are renowned for.

Applebaum stressed his ITT address was a commitment – "a pinkie promise" – to ensure Gold Medal was a model partner for agents and other suppliers to help the industry capitalise on renewed demand for travel.

He said he was confident there were brighter skies beyond the current storm clouds. "There is a huge opportunity to do more with tech," he explained. "Joining up tech and working to common standards."

In his six months with Gold Medal so far, Applebaum said he had not had a single conversation around tech, adding this focus has to extend beyond individual businesses to partners and the wider industry.

He added that above all, right now – people wanted to travel again. "Every time a restriction is lifted, we see an immediate rebound. The excitement is there for travel. I know we have headwinds... but I’m still optimistic travel will prevail."