Martin Alcock, director of the Travel Trade Consultancy, told Aito conference delegates on Friday (28 November) the lates market was "as late as ever" and that the trend could result in firms taking ever-bigger risks to secure bookings.
Discount-led market 'changing consumers' travel buying behaviours', firms warned
Operators
Dea Jusufi
28 November 2025
The rise of Black Friday, combined with later-than-ever lates demand, is driving a permanently discount-led market that risks fundamentally changing consumers' travel buying behaviours, the industry has been warned.
(Credit: Aito)
Alcock encouraged delegates to “get ahead” of a changing regulatory landscape at this year's conference (Credit: Aito)
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