Flying abroad for a summer holiday is not as simple as it used to be. Geopolitical uncertainty has already disrupted flight schedules and fuel prices this year.
For many, staying closer to home will seem like a sensible option. And in the UK, warmer summers could also make staycations much more appealing.
But for others, the allure of foreign holidays will always remain.
So the challenge for travel companies is to demonstrate that an overseas holiday is worth the risk. Our research on tourism suggests that at times like this, consumers seek reassurance and expertise. And for tour operators and travel agents, this presents an opportunity.
When travel seems straightforward, consumers may be happy to organise their own flights, hotels and transfers online. But when disruption and uncertainty are likely, trusted intermediaries become more valuable.
There is evidence this is already happening in the UK. More people are turning to trusted travel agents to steer them through the uncertainty of conflicts, economic crises and extreme weather.
For a good travel operator does more than sell flights and accommodation. They can reduce complexity and vulnerability, and offer support when things change.
This reassurance should perhaps be made more visible in marketing. Flexible booking terms, clear refund policies, Atol cover (government-backed protection for travellers) and guidance about disruption should not be buried in small print.
Our research suggests that for cautious travellers, the destination matters of course – but so does having confidence that someone will help if things go wrong.
Operators should also continue to promote deals, as price remains important. But they should aim to focus particularly on value.
For instance, all-inclusive holidays reduce uncertainty around the cost of food, drink and activities. Package holidays can simplify decisions and provide clearer protection than booking separate elements independently. Flexible payment plans can make holidays appear more manageable.
Tour operators should also appeal explicitly to the emotional value of travel, embracing the reasons that make going abroad so appealing – the sense of escape, of adventure and memory-making with loved ones.
In this way, travel abroad can be framed as an investment in experience and memories laden with emotional value.
Research also suggests that many travellers are drawn to experiences that help them express a distinctive sense of self. This gives operators another way to frame value: authentic local culture, distinctive experiences and memorable occasions that are difficult to replicate at home.
But this emotional promise needs practical backing. Travellers want evidence that their money, time and plans will be protected – which means an increasingly important aspect of any travel agent’s role is communicating the experiences of fellow travellers.
Holiday memories
A strong strategy for the industry would show why overseas holidays are still worthwhile, and explain clearly how risks will be managed. A UK government report found that travellers see tour operators as trusted messengers during times of disruption. And clear communication can reduce confusion and build trust.
Sven Hansche/Shutterstock
Demand for overseas travel remains strong, even as booking behaviour is changing. There is evidence that plenty of people plan to travel in the next 12 months.
Travellers are not necessarily turning away from holidays abroad. But they are becoming more careful about when, where and how they book.
People do not simply stop travelling when the world feels uncertain. They adapt. Consumers substitute destinations, shorten trips, book later, travel off-peak, reduce spending or move towards providers they trust.
Tourism has repeatedly bounced back from major disruptions, including the pandemic. But each disruption make tourists more cautious, more likely to compare options, and more demanding of travel providers.
Success will depend less on offering the cheapest holidays than on building lasting customer relationships. Cautious tourists are buying more than flights, hotels and sunshine. They are buying confidence that their limited time and money will be well spent.
The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.