Consumers flocking to agents in defiance of economic downturn

Sales are coming thick and fast despite holiday prices and some in-destination costs being higher. “We’ve not had the usual slow burners – clients are coming in, we’re giving them a price and they’re saying ‘just book it’,” said Dooey.

“The US is popular again, which I’m really surprised by because of the costs over there. There’s a bit of a ‘sod it’ attitude. People have had enough and want their holiday. Plus, they know if they book it they can pay it off. We’ve had a lot of enquiries for 2024 for Florida.” Delaney added: “It’s strange because people are spending more – we’re not having to discount that much.”

Clare Dunne, managing director of the Travel Broker in Dublin agreed: “This year, people are booking rather than just enquiring.” However, she added that while the agency was busy, business was not quite “back to the boom days where every call was a booking”.

But she agreed the “quality” of bookings had improved. “Clients are spending more and upgrading, maybe to the balcony cabin or sea-view room, because they haven’t had a holiday in a while and they want to make it nice.”

Perseverance ’paying off’

Travel Network Group chief commercial officer Vim Vithaldas told TTG average booking values were up “across the board”, with strong volume growth in mainstream breaks and cruise, and long- haul and touring “catching up slowly”.

Vithaldas said clients were generally requiring more reassurance to convert. “There’s lots of shopping around and still a lack of confidence due to all the past travel disruption,” he said. “But the rewards for delivering great service are paying off. Our members are seeing the benefit of the service levels they provided throughout the pandemic.”

Barrhead Travel president Jacqueline Dobson said there were there “no signs of the market slowing down”. “Our clients are telling us they want to book as early as possible to make the most of savings and having the chance to manage monthly payments,” she said. “Multiple bookings at once are more common too, with some branches reporting customers booking up to three holidays in one go.”

Dooey, Morgan and Cookes all reported lates representing about 30% of bookings – an unconventional but welcome trend for January. “A lot of members are still servicing debts from the pandemic,” said Cookes. “So having the cash coming in promptly helps.”

Beyond traditional big hitters like Spain, Greece and Turkey, cruise and villa bookings are thriving, while Dunne, Dooey and Cookes all highlighted a boost in bookings for city and short breaks to place likes Prague, Dublin and Krakow.

Dooey said: “We are seeing quite a surge in city breaks. We’re getting some new destinations from Scotland, so we’re pushing them out in mailshots and on social. A lot of people are getting inspiration from these new routes.”

Dunne added clients were booking short breaks in addition to their main summer holiday. “People want a quick week or few days in the Canaries before the summer to break up the winter – I’m a firm believer that you need to get off this island once in a while!”