If a poll of TTG readers is anything to go by, the answer is likely to be “not very”.

Some 57% of readers told us they felt pessimistic with Johnson as prime minister, agreeing he is a “showman with little substance”.

Just 34% said they believed Johnson would boost public confidence, while 54% of respondents said they felt the UK was now more likely to leave the EU without a deal.

The new PM might have been on a nationwide charm offensive preaching positivity last week, but the travel industry is clearly not buying it.

It’s hard to be optimistic when there’s such little substance beneath the bluster.

The markets also remain unconvinced. Johnson’s no-deal rhetoric saw the pound dive against the euro last week, prompting unhelpful headlines about the rising cost of holidaying in Europe, right in the midst of the precious lates market.

Thankfully, prior to the latest currency challenges, agents had reported improved trading, with the cooler temperatures following last month’s heatwave driving up footfall.

But if this is to continue, the sector will require certainty on Brexit.

Last week, Aito wrote to the new PM highlighting exactly this. The organisation pointed out in a strongly worded letter that however members voted in the referendum “they certainly did not vote to destroy their businesses by adopting a no-deal Brexit”.

Aito will likely be as optimistic about a response as TTG readers are about Johnson.

Nonetheless, the new PM would be wise to heed their concerns.