Travel can turn around negative perceptions of the industry and the travel experience this summer to avoid a knock-on effect on peaks sales next year.
Brits are continuing to prioritise spend on travel
Abta chief executive Mark Tanzer told TTG’s Agenda 2022 seminar it was within travel’s power to trumpet a positive, reassuring messaging.
"If we can keep the messaging going through the summer into winter and next summer’s booking season that the [post-Covid] problems are being resolved, I’m confident it won’t have a damaging effect on confidence for next year’s bookings, which we obviously want to avoid," said Tanzer.
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