The travel industry is constantly buffeted by forces beyond its control but which have a huge impact on business, from terrorism to the tsunami and Sars. Now it is dealing with the deepest recession for decades and major – and some argue permanent – changes in consumer behaviour.

Research from a GfK Ascent-MI/TTG network poll showed that 52% of people said that the recession had no impact on their holiday plans this year but 48% did change their plans and half of that figure opted for a cheaper option, while nearly half cut back on the number of holidays.

Within travel, Preston says that this means people are spending more time researching, mainly online, to find the same product at a better price and they are making more use of promotions. They are also trading down and if the experience meets expectations they will continue to do this.

Customers are also looking at the value of the holiday they buy and are more questioning of the elements. For instance, while once it was thought a clever touch to add a vase of flowers to a hotel room, a customer may now wonder who exactly is paying for them and what extra value they add to their individual trip. As Preston says, it’s time for a return to one-to-one marketing and understanding the customer.

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