Speaking on the first night of the conference in the Algarve, Jet2 chief executive Steve Heapy said after the well-documented challenges the travel industry has faced since March 2020, it was now time to move on.

"That’s the last time we’re going to mention it," said Heapy. "I think Alan [Cross, Jet2 head of trade] has banned talking about Covid. No more talking about Covid – it was a tough time, we’re through that, and the only way is up."

Cross told TTG prior to the conference it was time for the trade to get back to business as usual, fight for every booking, and to rediscover their spark.

"That’s what agents have to do," he said. "We’ve all sat through those conferences where all they do is show clips of the doom and gloom. It’s time to do the opposite. The C-word – Covid – is only going to get mentioned once, and that’s when I tell everyone I don’t want to hear it again."

Cross added: "We see the potential that is out there in our figures and those of our top-performing partners. I’m fed up with people making excuses."