Positive summer for agents raises hopes of busy peaks period next year

Aito executive director Martyn Sumners was another to talk up 2025. "It is going to be a good year," he said, although he added his expectations were tempered by concerns around discounting and excess capacity, and ongoing uncertainty about when certain reforms are going to progress.

Sumners said he agreed with Henning’s assessment that interactions with agents were fuelling consumer booking confidence. "When customers look for something a little more simple, they are starting to go back to doing it themselves," he said.

"But when we are talking experiential travel, a bit more adventure, those are things people feel less comfortable doing themselves, so they will go to an expert to be looked after properly. They want an expert to advise them on how they can get the best value. They are prepared to pay more for expertise.”

Consumers’ pursuit of "value" was a recurring theme of the discussion. Henning said: "Across all areas, consumers want value and experience. Fly and flop is still there, but it’s more marginal now. We add excursions now – it’s rare we put a package together without a value-add, and if it’s not there, people will ask for it.”

Witt agreed value was important, but wasn’t the number one factor for clients booking with its agents. "I think it’s consumers knowing what they’re getting [and] having someone to talk to," he said.

’Positive signs’

Rick Jones, UK hospitality, travel & leisure leader, PwC UK, highlighted how consumers were prioritising travel, adding a confident outlook for the industry would be a driver for new investment in the sector.

"Confidence is what drives investment activity and M&A, it’s the oxygen of deals," he said. "From an investment perspective, it’s a positive sign for the industry. Travel is prioritised, I think we are seeing that demand and desire to travel, and the industry has successfully adapted and faced into it."

Earlier, PwC Eleanor Scott presented the group’s latest Agenda research, which revealed the main targets for investors were travel’s experiential, luxury and "silver" travel markets, as well as premium products. “Older travellers are definitely a growth area of the market,” Scott confirmed.