Clare Sharon Clare Sharon diary diary
AndreaJennifer MattMatt
AndreaJennifer & Ashley
Ashley
Helen
Helen
FRONTLINE
Helen Parry director, Arundel Travel, Otley, West Yorkshire
The Arundel Travel team enjoyed a
fantastic start to the year, with a strong mix of bookings across the board. Long-haul in particular carried that ‘new year, new adventure’ energy. Customers were committing to bucket-list trips, celebrating milestone birthdays and planning once-in-a-lifetime itineraries. There was confidence in decision- making and a clear appetite for experience-led travel. February, however, started a
little more slowly than anticipated, with one clear pattern emerging: family beach holidays appear to be feeling the pressure. Conversations with agent friends suggest this is not unique to us. The cost of a traditional family holiday, particularly during school holiday periods, has risen significantly. By the time everything is taken into account, the overall spend can feel daunting for working families. Even when the package represents good value, the outlay on airport extras and spending money can stretch budgets to a point where families pause and consider their options.
CHANGE THE FOCUS In a market where promotional messaging is constant, it is natural that customers focus on price. Today’s traveller is informed and thoughtful. Many compare options carefully and take time to ensure they are making the right decision.
22 26 FEBRUARY 2026 AGENT
Value is determined as much by peace of mind and service as price, so offer clarity on what you bring
Agents specialise in package
holidays because of the protection, convenience and reassurance they provide. When families weigh up their choices, they are not simply looking for the lowest figure. They are looking for confidence that their holiday is secure, well organised and supported from the time of booking to their return home. Perhaps it’s time to rebalance
the conversation. Price will always matter – but so does clarity. Instead of focusing solely on what is being saved, there is value in explaining why a particular holiday works – whether it’s because a hotel is on the beach or consistently receives
excellent feedback from families, or because the flight times are sensible. Customers want to feel informed, not rushed.
BUILD TRUST This brings me to loyalty. At Arundel Travel, we offer a small discount to returning customers. It is not linked to a countdown clock or a flash sale. It is simply a thank you for a customer choosing to book with us again. Operators such as Ionian & Aegean Island Holidays have long embraced a similar approach. All businesses must make money
to survive. But long-term success is built on trust. It comes from balancing commercial reality with customer care. Behind every booking is a family making an important financial decision – and that responsibility is something we never take lightly. January showed that customers will spend when they understand the value of what they are booking. February may just be a reminder that value isn’t defined by how much is saved, but by service, reassurance and relationships built over time. As March approaches, perhaps
the opportunity is not to speak louder, but to speak clearly – and to remember that sometimes the most powerful message we can share is simply ‘thank you’.
APPRENTICES ARE UNSUNG HEROES
As many of you know, I also teach at Leeds City College. Watching students move into the industry – in whatever role – is one of the most rewarding parts of what I do. But I want to take a moment to recognise the modern apprentices currently working across our industry. You really are the unsung
heroes. I have been where you are (many years ago!) and studying while working full-time is tough. It takes resilience, commitment and drive. So huge congratulations to my Arundel Travel apprentices, Evie and Abbie. Evie completed her apprenticeship with distinction, and Abbie was recently awarded Apprentice of the Month by AS Training. I am incredibly proud of them.
Abbie (left) and Evie
travelweekly.co.uk
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