A business impact survey conducted by the Advantage Travel Partnership has found that 94 per cent of travel agents are reporting an increase in new customers for 2022.

A further 63 per cent of those asked in the survey of the consortium’s members are optimistic about the year ahead.

In addition, despite the current cost of living challenges, the average booking value has increased.

The results – which coincide with National Travel Agent Day (Friday 22 July) – demonstrate that of the 94 per cent who are seeing an increase in new customers, 30 per cent reported that these clients fell into the 35–44-year-old age bracket, with 33 per cent aged between 45-54, and 15 per cent over 60.

Clients are “coming to travel agents for the added security and peace of mind they offer, as well as for advice on more complex itineraries or more bucket-list style holidays”, according to Advantage Travel Partnership.

‘Showing the value’ of travel agents

However, the business impact survey also found that 60 per cent of respondents still have an outstanding government loan to pay from the pandemic.

Furthermore, more than 90 per cent of agents said their operating costs have increased by up to 50 per cent in the past six months.

Overall, 92 per cent believe the outbound travel sector needs greater support from across the political spectrum.

Advantage Travel Partnership CEO Julia Lo Bue-Said said: “It’s fantastic to see that so many of our members are optimistic about the year ahead – and that so many of them are seeing an increase in customers after a very difficult two years.

“On National Travel Agent Day 2022, it’s our mission to dispel the myths around travel agents – that they are only for the older generation, that they are more expensive, that the role is outdated – and instead show their value to travellers to ensure peace of mind when planning their holiday. It’s clear that many people still see the invaluable role they play in getting away.

“But after all that travel agents have endured over the course of the last two years, as well as the uncertain times ahead, it’s more important than ever that the industry gets the support it so badly needs.

“We are using National Travel Agent Day 2022 to call on customers, the industry and the government alike to rally around our travel agents.”

Earlier this week, another survey, from cruise specialist cruise.co.uk, also found that cruise customers are prioritising their holidays at sea despite the current increases in the cost of living.