There appears to be a lot of records broken at the moment.
Record launch sales at a particular hotel, a record trading day, a record number of departures.
Yet despite all these number- breaking statistics, the WTTC announced a dip in the growth projection for travel and tourism last week. It is based on the downgrade of global GDP growth expected this year, although the newspapers were full of positive headlines mid-week when the UK economy appeared to see a surprise boost.
That unexpected lift is typical of how things are the moment though. Changes in booking patterns have led to travel companies feeling concerned about summer bookings in June, then relaxing when the sales pick up in July.
The impact of events like the Olympics or civil unrest in North Africa can aff ect these last minute decisions dramatically and make the situation even harder to assess.
The result of this is that companies switch selling tactics, all the while encouraging early booking to ease the stress of the waiting game.
Will it get to the point where the majority of contracts change to suit this uncertainty? Will improved technology eventually always price holidays at the right point at the right time?
In fact as summer stock policies go, the clothes stores are the ones who need to rethink. If people are only booking holidays a week, perhaps shorter, in advance, do they really think those holidaymakers kit out their summer wardrobe in May? Or how exactly were other customers meant to
predict that they would need to get ready for the [in a sarcastic tone] ‘glorious summer that the UK normally has’ to then ﬁnd, ohmigod, it is actually gorgeously hot IN THE UK?
Head into clothes shops in late July or August and the railings are ﬁlled with woolly knits. It is clear there needs to be a shift in time frames somewhere.