Liberated from pandemic restrictions, the travel industry has been met with a new wave of challenges that have required us to remain resilient.

Some have been the “good sort” of challenges created by post-pandemic recovery. June, for example, marked the full return to service of Royal Caribbean Group’s fleet, and many other cruise brands have also safely transitioned to a point where all travellers – regardless of their vaccination status – are able to sail again. 

Other challenges, though, have proved vastly more, well, challenging. Without much of a reprieve, the industry is adapting to the cost of living crisis and record low exchange rates. Coupled with government and economic uncertainty, forcing the industry to respond to multiple Budget plans, we’ve had to be more adept than ever. 

The good news is that feedback from Abta’s recent Travel Convention revealed holidays remain a top priority for consumers over other expenses.

After missed moments and memories, we’ve all been given a sense of just how important travel is to us all. Even more so now, we desperately crave escape. I liked the Greek and Spanish tourism boards’ recent approach, talking about “thermal tourism” – inviting people to escape the cost of living crisis by heading to a warmer climate this winter. 

At Celebrity Cruises, our cruise-only rates and all-inclusive packages create even more options for guests. While demand to book cruise holidays has proven resilient, with holiday budgets under scrutiny and uncertainty for the foreseeable future, consumers are looking for value above all else. It’s imperative brands find ways to service the demand that’s there, even in financially tricky times. 

Consumers are not only looking for value, though. More than ever, they value support and guidance through their travels. According to data from Abta, 37% of consumers are now more likely to book through a travel agent than they were before the pandemic.

In times where you need to turn on a dime, travel advice is paramount, from specialist destination knowledge to finding the best deals and protection.

Navigating the ever-changing obstacles that continue to come our way has reminded us of the unparalleled importance of working closely with agent partners to ensure they are equipped to meet new challenges with us. 

To that end, our team has hosted travel agent panels across the UK and Ireland, paving the way for new tools and initiatives to support those who are invaluable to our success. The feedback from agents has been exceptional, and I would urge other leaders in travel to make the same commitment to listen and adapt their programmes accordingly. 

As a brand with big but exciting targets for 2023, I can tell you first-hand what a difference it is making, and will continue to make.

While we don’t know what the future holds, I feel optimistic the flexibility and resilience our industry has shown will pay dividends. As we move into lighter evenings next year, the incomparable experiences and value we – the cruise sector – offers means together with our partners, success will continue to flow.

Jo Rzymowska is vice-president and managing director EMEA at Celebrity Cruises