The profession is certainly not for the faint-hearted. Agents across the UK have had to trade through the toughest of times and continue to face the harsh reality of a two-year shut down, high costs and labour shortages. Not even the surge in demand can mask the operational challenges facing so many agents today.

A recent business impact analysis of Advantage leisure and business members found that 92% think the outbound sector needs greater support from across the political spectrum, with 60% still carrying debt from outstanding government loans. This is impacted further with more than 90% of agents saying their operating costs have increased by up to 50% in the past six months.

Despite this backdrop, 81% of agents are in profit for this financial year to date, and 63% of agents report feeling optimistic about the year ahead. Travel agents have continued to reinvent themselves and more than ever, we are seeing how they are becoming an even greater trusted partner for travel, with consumers seeing the true value of the support they can provide.

Through our business impact analysis, Advantage members report a 94% increase in new customers, with 30% of agents seeing an increase in the 35-44 customer group, and 33% the 45-54 customer group, highlighting the appetite for a secure and positive travel experience. And with sustainable travel high on the agenda for many consumers, 63% of agents would like Advantage to support them with their approach.

The recent rise in cost of living doesn’t appear to be dampening consumer appetite for travel. Banking life-long memories with family and loved ones is what we all want to do, and in a world that is becoming increasingly uncertain, booking with a travel agent brings added value and certainty.

Our business impact analysis results make me feel optimistic, and I truly believe the great British travel agent is having a resurgence – someone to make sure your travel plans go without a hitch. And if they don’t, providing support when you need it most.

Julia Lo Bue-Said is chief executive of the Advantage Travel Partnership.