Agent Diary: Value is determined as much by peace of mind and service as price

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.

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’.