Aito firms told to be ready to cash in on ‘halo effect’ of early ad campaigns

Aito tour operators and travel agents have been urged to be ready to capitalise on the “halo effect” of larger firms’ advertising campaigns in the run-up to Christmas.

Speaking at the Aito Overseas Conference 2022 in Braga, Portugal, Travel Trade Consultancy director Martin Alcock said major travel companies were investing in advertising ahead of the turn-of-year peak sales period to shift more early bookings and bring forward the traditional sales curve.

With fears rising about potential nervousness among clients during January as a result of the cost of living crisis, he said: “We are starting to see people [large operators] not really wanting to take their chances in January so they are starting to spend big now.

“What they are trying to do is spend money now to incentivise early bookings with campaigns on TV to bring that [booking] curve forward.

“I am talking about the very large operators. I think it’s very important to be aware of this.”

The move would “get people in the mood to book holidays” creating a “halo effect” industrywide, said Alcock, who added: “That is the intention of these companies. If you are not ready to capitalise on this opportunity you will miss out.”

Speaking on a panel, Advantage Travel Partnership chief executive Julia Lo Bue-Said was confident travel agents across the industry would be able to cash in on any upturn in interest in travel as a result of larger companies’ marketing efforts.

“We will all benefit from the halo effect,” she said, adding that 90% of Advantage agents were enjoying bookings from new customers. “There is a huge opportunity for new business here.”