Clients are booking earlier and spending more, all while prioritising value, experience and the reassurance of dealing with an agent rather than simply chasing the lowest available price, according to the Advantage Travel Partnership, which has also played down the impact of world events on demand for the US.
Advantage chief executive Julia Lo Bue-Said (Credit: Advantage Travel Partnership)
Advantage chief Julia Lo Bue-Said said turn of year trading had so far marked a shift in booking behaviour away from one "standout peak day" towards a succession of so-called "super Sunshine Saturdays".
After a lacklustre first Saturday of the year when peaks typically bursts into life, which Advantage said fell too close to the new year, members' sales revenue increased by nearly a fifth year-on-year (17%) during the second weekend of the year, while average booking value increased by 8%.
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