Hello agents! Here’s your travel trade roundup — the headlines and updates you need to know this week to stay ahead and make the most of every booking.
Warm greetings from me, Ava Wake. As we move into the heart of Q4, the trading mood among UK independent consultants remains one of cautious optimism. While consumer spending is showing signs of pressure, bookings are still flowing — especially for tailored, value-led holidays rather than purely price-led offerings. Many clients are seeking certainty and purpose in their travel; they’re asking why and how rather than just when and where. That means your role as specialist consultant is more important than ever. This week we’ve seen momentum around niche destinations, trade-support developments and government shifts that could impact your conversations. Let’s dive in.
Industry Snapshot
- The adventurer and broadcaster Simon Reeve told industry agents that the travel sector must do a better job of selling the positive impact of tourism to local communities abroad — a timely reminder that purpose-driven messaging can drive bookings.
Implication: Use this in your client discussions: “Here’s how this trip gives back,” to elevate your value proposition. - The newly appointed UK tourism minister, Stephanie Peacock, praised her positive experiences using travel agents in a recent forum.
Implication: This is a good moment to reinforce to clients the value of using a travel consultant, endorsed at ministerial level. - An industry-wide theme of “trust as the new currency” popped up at trade events: agents were advised to lean into consultative conversations, rather than transactional ones.
Implication: Re-frame your sales dialogue to emphasise guidance, not just deals. - The agency consolidation wave continued: the UK’s largest chain, Hays Travel, made a second acquisition in a week.
Implication: Independent consultants can position themselves as flexible, boutique alternatives for clients seeking a personal touch. - According to recent live feeds of Foreign, Commonwealth & Development Office (FCDO) travel advice updates, countries such as Tanzania, Indonesia (North Jakarta) and Lesotho have seen recent changes to “all but essential travel” status.
Implication: Always check the latest FCDO status for destinations when advising clients, especially less-mainstream ones. - The major trade titles (including Travel Weekly and TTG) emphasise a shift in bookings toward longer stays, meaningful travel rather than short excursions — resonating with the evolving client mindset.
Implication: Lead conversations around immersive trips and slow travel, not just “tick-box” holidays. - On the sustainability and purpose front: the call for sustainable tourism messaging is rising from influencers and trade commentators.
Implication: Integrate eco-friendly and community-impact themes into your destination sales narratives. - Consumer uncertainty remains a backdrop: while demand remains strong in messaging, several operators are seeing less visibility beyond the immediate 3-6 months.
Implication: Encourage bookings with slightly shorter booking windows, but have strategies for future upsells. - Digital trends flagged by the trade: agents must adapt to hybrid models (in-person + online), and harness data/AI-tools for client conversations.
Implication: Consider small tweaks in your tech stack or client-meeting process to reflect this. - Destination‐focus: remote or less-touristed destinations are gaining attention (as part of the “why travel” story). Featured by Simon Reeve in his speech.
Implication: Expand your destination portfolio – talk about off-the-beaten-path gems.
Destination of the Week
Oman – This Middle Eastern sultanate is getting renewed trade attention, especially from UK markets keen for something different yet well-connected. With rising marketing support, strong agent incentives and growing flight capacity, it’s a strong prospect for bookings looking beyond the “sun-and-sand” mainstream. Position Oman as: adventurous yet safe, culturally rich yet uncomplicated to sell, ideal for couples or families looking for an elevated but accessible holiday. Leverage the story of immersive experiences (mountains, desert, coast) and local impact (tourism supporting community initiatives). In your marketing you might say: “Swap the familiar for the extraordinary – Oman delivers luxury, culture and meaning in one.”
Use urgency: there’s increased interest so get ahead of the curve.
Consultant Opportunity
Right now, there is a clear niche micro-trend emerging: holiday clients are opting for “two-centre” or “multi-region” stays — for example combining a beach resort with a remote wilderness or mountains stay, rather than a single location. You can leverage this by crafting packages that mix “relaxation + exploration”, upselling the second leg as the “wow”-factor. Use your supplier relationships, ensure seamless logistics, and emphasise value.
Also: this is a great moment to invest in targeted training around your “consultant-led conversation”. The trade commentary around trust means that clients will increasingly pick their agent based on depth of advice. Consider hosting a short client webinar (see your blog this week!) and invite past clients as “ambassadors”. It's low cost, high impact and positions you as the expert.
Skill of the Week
Effective consultative questioning: Instead of jumping to “Where would you like to go?”, ask open, emotion-led questions. For example:
- “What part of your last holiday really resonated with you?”
- “If you could bottle one feeling from your next trip, what would it be?”
These prompts steer the client to think about why they travel, which reveals deeper motivations you can respond to.
Once you’ve got their why, you can align product: “Ah, so you appreciated the slower pace, genuine culture and time to reflect — then this itinerary I’ve been looking at might suit you perfectly, because…”.
Using this model builds trust and keeps you from sounding salesy. Try this:
“You mentioned it’s important for you to feel refreshed and inspired — how much time do you want to unwind versus explore on your next break?”
This question helps you tailor a two-centre trip or slower pace stay. Practice phrasing and keep it genuine — clients will sense the difference.
Motivation Boost
“Every booking you make isn’t just a holiday — it’s a transformational moment for your client, and its you who guides them there.”
You’re doing incredible work — each conversation you have, each suggestion you make, is helping someone live their dream. This week, pick one client who might be “on the fence” and send a thoughtful note: a destination idea, a relevant article, a personal take. That small extra step often becomes the difference between a booking and a maybe. Keep the momentum going.
Blog Round-up
Here are this week’s posts from the Independent Travel Consultants blog:
- How to Use Travel Trends to Inspire Bookings – A guide to spotting emerging patterns in client behaviour and converting them into fresh offers. https://www.independenttravelconsultants.co.uk/how-to-use-travel-trends-to-inspire-bookings
- How to Host a Travel-themed Online Event That Converts – Practical steps to creating an online showcase for your agency that drives engagement and leads. https://www.independenttravelconsultants.co.uk/how-to-host-a-travel-themed-online-event-that-converts
- Fireworks & Funnels: Celebrating Bonfire Night with Clever Campaigns – Creative marketing inspiration linking seasonal events with booking momentum. https://www.independenttravelconsultants.co.uk/fireworks-funnels-celebrating-bonfire-night-with-clever-campaigns
- Why Independent Doesn’t Mean Alone – Support at Jamie Wake Travel – A reminder you’re part of a wider network and how to use that edge. https://www.independenttravelconsultants.co.uk/why-independent-doesn-t-mean-alone-support-at-jamie-wake-travel
- How to Pitch Upsells Without Sounding Salesy – Techniques to add value for clients (and revenue for you) without compromising authenticity. https://www.independenttravelconsultants.co.uk/how-to-pitch-upsells-without-sounding-salesy
- Using Customer Reviews to Drive New Bookings – How to gather, display and mobilise client testimonials for social proof and conversion. https://www.independenttravelconsultants.co.uk/using-customer-reviews-to-drive-new-bookings
- How to Plan and Host a Client Holiday Showcase – Step-by-step walk-through for creating an offline or hybrid event to wow your clients and prospects. https://www.independenttravelconsultants.co.uk/how-to-plan-and-host-a-client-holiday-showcase
Closing
Staying informed is your compass in a changing trade — the more you know, the better you advise, the stronger your bookings. Here’s to another week of insight, action and growth.
With you, every step of the journey!
Ava Wake
