Specialist operators are reporting improved consumer confidence with more than half seeing a rise in bookings for this year.
A survey run by the Association of Independent Tour Operators in conjunction with Wanderlust magazine shows that 67% are experiencing an increase in bookings with a further 15% reporting similar levels to last year.
Consumers still consider the destination to be the most influential factor when buying a holiday, the study shows.
But the importance of customer service has jumped ahead of price, suggesting that cheap deals are not the be-all and end-all in holiday plans.
It appears that securing the correct holiday is far more important than a cut-price deal, according to the study of more than 60 operators.
The research found that 90% of specialist operators are more positive or that the status quo has been maintained since the end of last year.
Looking forward to the next quarter, 90% are confident that bookings will be up or at the same level as last year.
Exactly 80% of tour operators reported that passenger spending was the same or greater than last year. Travellers are also less price-sensitive than before.
Companies report an increase in staff training, marketing andresearch to prepare for better times ahead, with some operators recruiting more staff.
AITO chairman Derek Moore said: “2009 was a challenging year for travel companies and while Britain’s exit from the recession is slow, we know that people are less willing to forego holidays these days.
“It’s encouraging to see just how positive consumer plans are for travel in 2010; tour operator bookings show that the desire to take holidays in 2010 is stronger than ever.”
*Are you seeing bookings picking up? Post your comments below.
by Phil Davies
