The upcoming eight weeks present a critical period for travel agents focusing on family holiday deals.
- Agents are employing their expertise to help families find budget-friendly holidays amidst economic uncertainties.
- The role of travel agents is pivotal as they adapt offerings by modifying elements like airport choice or destination.
- Despite current financial strains, there remains a strong interest in securing family holiday deals.
- Operators are advised against short-term price cuts, which could destabilise the market and affect long-term gains.
In the coming weeks, travel agents are expected to leverage their knowledge and skills significantly to assist families who have yet to book their holidays. This period is crucial as it coincides with the lead-up to the July school holidays, a peak travel season for families. Social media has become an essential tool for agents like those from Idle Travel, who are targeting the lower end of the market and showcasing what can be achieved within budget constraints.
According to Tony Mann, director of Idle Travel, agents possess the ability to adjust various components of holiday packages, including the choice of airport, board basis, duration, or destination, thereby providing tailored solutions for families. This adaptability is especially beneficial as families navigate financial challenges and economic shifts.
Scottish agency Love to Travel is actively engaging potential customers through social media and in-person events like fun days to drive sales. Many families, faced with economic pressures, are now reserving their holidays closer to their departure dates in hopes of securing the best deals, often arriving at travel agencies without a fixed destination in mind, simply seeking value for money offers.
Beverley Travel’s director, Karl Douglas, notes that higher living costs and political uncertainties, such as the general election, are contributing to a sense of caution among consumers. Despite these challenges, there is optimism within the agency for late bookings, even if it means families might need to compromise on aspects such as the length of their stay or the classification of their accommodation.
The Advantage Travel Partnership has observed that price-sensitive families remain hesitant, awaiting possible discounts during peak holiday periods before committing to bookings. Stephanie Slark from the Travel Network Group highlighted that feedback from members indicates a noticeable decrease in family bookings, which could be due to expectations of discounts and ongoing financial reticence.
Despite these market conditions, tour operators report that family travel demand persists. Jet2holidays, for example, is focusing on promotions such as ‘money off’ deals and free places for children, ensuring agents are well-equipped to capture this demand. Emilia Berni from Olympic Holidays further emphasises growing interest in flexible itineraries, which can cater to varied budgets and preferences, particularly in popular island-hopping options.
Agents are cautioning operators against implementing drastic price reductions which might provide temporary gains but could disrupt pricing structures in the long term. Tony Mann underscores the importance of maintaining price stability to ensure the sustained health of the market, warning against practices that could lead to damaging ‘fire sales’.
The coming weeks will be pivotal for travel agents as they strive to balance family holiday demand with market stability.
