Former PM Boris Johnson described coronavirus as "the biggest threat this country has faced for decades" when he called for lockdown measures on March 23rd, 2020; five years on, Adido CEO Andy Headington has investigated exactly how the pandemic has impacted the travel industry
"For many, it all feels like a distant memory, but for others, it’s still very much an unwelcome presence. One thing’s for sure though – the pandemic’s impact has reshaped many aspects of our lives, including travel. In truth, the way we search, book and experience holidays has shifted and evolved in a variety of ways.
"Before Covid, traveller booking behaviour followed the same trend year-on-year and businesses could set their watches to annual peaks and troughs. Destinations such as Spain, France and Greece reigned supreme.
"But then, along came the pandemic and everything changed. When travel finally returned, regionally rather than globally–China, for instance, didn’t reopen its borders until March 2023–travellers faced a minefield of ever-changing rules.
"As restrictions eased and confidence returned, travel started to make its great comeback and people were desperate to scratch that wanderlust itch. But just how much has the world of travel changed?"
Trendy travel agents
"The days of popping into your local high street travel agency and booking a holiday face to face may feel like they belong to a bygone era, but agents have enjoyed a renaissance since Covid, with the likes of Travel Counsellors seeing record-breaking sales over the last couple of years. Customers are seeing renewed value in having ATOL protection, insider knowledge and real-time advice that an agent can provide.
"In fact, the proportion of people saying they booked a holiday with a travel professional in the last year has risen to 38%, up from 34% the previous year, according to ABTA, while 60% of millennials are happy to pay more for the knowledge travel agents provide."
Domestic travel is here to stay
"Following lockdown, the holiday-related search term with the highest growth in the UK was ‘staycation’. It soared in popularity and saw year-over-year growth of over 500% in 2020. Britons started to fall in love with Britain again, boosted by additional factors such as the war in Ukraine, Brexit and the cost-of-living crisis. Nearly two-thirds (63%) of adults have already started planning ‘staycations’ across the UK for the year ahead and are expected to spend £784 on the average domestic holiday."
A path less travelled
"Not only did the travel industry bounce back after Covid, it also thrust some lesser-known destinations into the spotlight. A combination of TikTok and Instagram influencers looking beyond the likes of Venice and Dubai, plus pushback from tourism hotspots such as Barcelona and the Balearics, meant other places had a chance to shine.
"Take Albania for example. It’s fair to say this Balkan nation has truly become the darling of the travel industry since Covid, particularly in the last couple of years. According to Semrush, searches for the term ‘Albania holidays’ in January this year were up a whopping 368% compared to the same period in January 2020.
"Other countries such as Montenegro and North Macedonia also saw significant growth, as shown in our review of travel search stats in 2024, attracting holidaymakers seeking fewer crowds, better value for money and a more ‘outside of the box’ experience to share on social media."
Sustainability
"A global lockdown gave people time to reflect on their impact on the world and that includes how we travel and where we travel to. Since the pandemic, 61% of travellers report wanting to choose more sustainable travel options, according to a Sustainability Statistics report from Britanny Ferries. Eco-friendly accommodation is on the rise and less crowded destinations are increasingly in demand, reflecting a growing awareness that travel should be about more than just personal experiences."
The rise of AI
"AI is becoming firmly embedded in travel planning, both in terms of customer service and people seeking inspiration. Household names like Kayak and Expedia were among the early adopters.
"Younger travellers, especially Gen Z, are turning to AI for travel advice. A Sainsbury’s Bank Travel Money survey found that one in ten Britons have used AI for trip planning, with one in five considering it for future travels. That being said, AI-generated recommendations are still prone to the odd gaff and despite technology becoming increasingly sophisticated, most AI chatbots still struggle with more complex schedules and niche travel needs, highlighting the need for cross-referencing with traditional sources.
"So, half a decade on since Covid first emerged, travel is in a positive place. We’ve had record-breaking years, plus new and exciting destinations capturing imaginations.
"That’s not to say it’s all a bed of roses. Travel is, and always has been, vulnerable to whatever is happening in the economy. The cost-of-living crisis rumbles on and families are facing mortgage and rent hikes like never before. Despite this, people still want to travel and are not prepared to give that up.
"So, five years on, travel isn’t what it used to be. But maybe, just maybe, it’s better."
