The greatest tragedy is, of course, the millions of refugees made homeless by Russia’s invasion of Ukraine, and it’s been heartening to see once again the incredible generosity of this industry in response to the crisis.

Almost £7,000 was raised in a week following the launch of TTG’s Ukraine Crisis Appeal last month, while Clia delegates in Hungary packed their suitcases full of toiletries to donate to refugees.

Elsewhere, Classic Collection’s Si Morris-Green and his husband have proudly volunteered to become one of the first UK households to host a Ukrainian family. The pair also hosted a Come Dine With Me-style dinner for more than 20 industry friends, which was on course to raise nearly another £2,000 for relief efforts.

Although trivial in comparison, there are wider implications for travel as a result of Russia’s invasion. Countries such as Turkey, Egypt and Cyprus, traditionally reliant on Russian holidaymakers, may now be forced to introduce “enticing summer deals” for Brits.

But it is the crises closer to home that look set to have the biggest impact on the sector. Some 92% of TTG readers admit to being concerned about rising energy and fuel prices, while 50% say clients are proactively mentioning worries around the cost of living and spending power.

And yet, there are still reasons to be optimistic for 2022. Half of those same respondents insist customers are continuing to book and spend as usual and some are choosing to book earlier. These, says Thorne Travel’s Shona Thorne, are the clients aged 40+ that have been here before (p6). And that perhaps is the crucial point – after the past two years, even younger clients are no strangers to crises.

And with so much in the news to feel horrified or angry about, the prospect of a holiday – to hold loved ones close and make memories together – has never been more appealing.

To donate to the TTG Ukraine Crisis Appeal, visit justgiving.com/travelstandswithukraine.