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Operators urged to prepare for change in booking patterns
Booking patterns will change dramatically in the next few years, said FTO director general Andy Cooper at a Travelmole Travel Industry Question Time.
He said early bookings are falling dramatically as travel becomes more like a commodity and it becomes increasingly easy for consumers to buy it.
This year’s poor summer, where operators have had to cut their prices to boost demand, has compounded the trend, he said.
“We have caused problems for ourselves,” he said. “Why would a customer bother booking early?
“A holiday is no longer something that people spend weeks planning and book six months in advance. Partly driven by the low-cost carriers, it’s now just another thing that you buy.”
He said operators need to adapt their business models accordingly.
“This will change the whole dynamic of tour operating,” he said.
ABTA head of corporate affairs Keith Betton agreed. “Customers now have access to the cheapest fares. They don’t need to book early.”
Andrew Solum, director of Travel Industry Associates, said even business travellers were now booking later.
“We are seeing some clients booking large meetings and conferences only three months away.”
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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