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7th October 2021, a day to remember as at long last the industry can breathe a sigh of relief!

by Pru Goudie


Adventure Travel Networking has recently joined AITO the Travel Specialist Association as a business partner and I was attending the autumn AITO General Meeting yesterday, 7th October 2021, as the news broke.


I couldn't have been in a better place or in better company to hear and share this wonderful news!


With 47 countries slashed from the Govt. Red list the whole mood in the room changed instantly as members clambered for their phones, hardly daring to believe what they were reading. Travel Is Back!



Summing up the day with his final thoughts, AITO Chairman Chris Rowles said: “This is the game changer. It means a real opening up of travel with just a handful of destinations left on the red list.

"There is real hope now for the travel industry to pick up and move forward.”

So, how do we move forward and when is the right time to invest in marketing?


We were treated to a consumer update from Roy Barker, Data Strategy Consultant of Spike Marketing and here are some of the highlights:


Pent up travel demand is hardening according to the most recent survey results


When asked "Are you planning to travel in the next 12 months" consumers replied

  1. 82% keen to travel

  2. 5% unsure

  3. 13% not keen to travel

When asked 'How likely are you to take a holiday in the following destinations in 2022"

  1. 79% Domestic

  2. 75% Short-haul

  3. 34% Long-haul

Bearing in mind the "Not sure's & Not keen's" are still persuadable and with only seven countries remaining on the Govt. red list could this hail the opening of the flood gates for an industry that's been on its knees for 19-months?


Top take aways from yesterday

  1. Speak to your customers now

  2. Warm them up with ideas and inspiration

  3. Contact them directly and stop them going to Google

  4. 58% of British consumers want to catch up on the travel they missed

  5. 85% admit that they expect prices will rise so consumers are thinking realistically

  6. 60% are more likely to book with a travel company rather than book independently

At last our beloved adventure travel community has some good news to share so let's seize the hour and run with it!


Gorilla Image credit: Renato Granieri, Travel & Wildlife Photographer



The next Adventure Travel Networking Conference & Marketplace will take place on the 3rd & 4th February 2022 as a hybrid event.

Register your interest HERE

Pru Goudie, Founder





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