Summer Travelers Seizing the Day Despite High Prices

American Marketing Group-Affiliated Advisors Offer Advice for Securing Best Value During Busy Vacation Season

OYSTER BAY, NY (June 6, 2023): Travelers weary of delaying travel are taking to the skies, seas, rivers and roads this summer in spite of stubbornly high prices, determined to make up for lost time after more than three years of COVID-related restraint.

A perfect storm has sent air ticket prices skyrocketing. Demand continues to outpace capacity, which was cut back during the pandemic. Jet fuel prices are at their highest levels in 15 years. More than a year of inflation has driven travel even further out of reach for some. Despite all that, this summer is predicted to be the busiest ever for international travel, according to the U.S. State Department.

Carpe Diem

Even travelers suffering from sticker shock are voyaging this summer instead of waiting for lower prices. No longer willing to delay the joys of travel, people prize their vacations so highly in this post-COVID era that they are modifying their plans to fit their budgets.

A Bankrate survey found 80 percent of likely vacationers plan to change at least one element of their trip due to inflation. They will select less expensive lodging and/or destinations (29 percent), pursue cheaper activities (28 percent) or drive in place of flying (26 percent).

Destinations on the Rise

Despite its relatively high cost, Europe is top of mind for many travelers this summer. AMG bookings for independent travelers heading for the continent are up 70 percent over last year. Many are destined for eternally popular France and Italy, with Croatia, Greece, Ireland and Portugal also sought-after destinations. Luxury travelers seeking new European locales are requesting spots as diverse as Zurich, Milan and Rhodes.

Elsewhere, Japan is trending strongly this summer, as it reopened to travelers only in October 2022. Dubai, Africa and India are also attracting visitors looking for a change of pace. 

Requests Worth the Extra Spend

Travel advisors report that impressing peers on social media is still a priority for clients even in inflationary times. Travelers are requesting Instagram-worthy destinations, accommodations and experiences. Those include hotels where they can snap photos of the Eiffel Tower from their room; private plunge pools that offer shots of Santorini sunsets; and images of cappuccino, gelato and pizza in Italy.

Another area where travelers aren’t willing to compromise is quality food. While people are looking for less expensive travel alternatives, high-caliber cuisine is increasingly in demand. Resorts that can deliver a memorable food and service experience as well as great value are winning market share.      

Savvy Advice for Summer Travel

While people are willing to spend on summer travel despite high costs, they are looking to stretch their dollar as far as possible. One powerful asset in their quest: an experienced travel advisor who can secure exclusive rates and value-added amenities not available to travelers who book on their own.

Advisors affiliated with TRAVELSAVERS, NEST and The Affluent Traveler Collection are counseling clients to consider alternative timing and destinations to avoid pricey airfare, sold-out hotels and hectic crowds. 

“The more flexible you can be with dates, the better it is for the best air rates. Leaving a day early and having an overnight layover in a connecting city can really save money. We’ve saved clients $500 or more on airfare by just having an overnight and paying an extra $150 for a hotel room.” – Janet Penyak, owner of Penyak Travel Company, affiliated with NEST

“Even though airfare is expensive, we can balance it by finding resorts and destinations that are offering promotions/deals on their accommodations to offset the airfare. We've also explored traveling during the weekday versus weekend and looking at alternative dates so that we can package a vacation that's within their budget.” – Di Fraser, owner of KaiDi Global, affiliated with NEST

“Travelers are more price conscious this year due to inflation, and destinations such as Thailand and Bali offer much more affordable prices than Europe and the U.S., and even Mexico or the Caribbean.” – Suzy Mkhitarian, manager at M.S. Travel & Tours, affiliated with TRAVELSAVERS

“With favorable exchange rates and flexible booking policies with leading worldwide hoteliers, the best recommendation is to book as far in advance as possible. We can always make changes to existing reservations or cancel without penalties if needed.” – Helene Quick, owner of Quick Aloha Travel Services, affiliated with The Affluent Traveler Collection.

About American Marketing Group, Inc.
Established in 1970, American Marketing Group is a dynamic organization encompassing 19 pioneering travel companies, including TRAVELSAVERS, NEST and The Affluent Traveler Collection. The international travel marketing leader is an essential business partner to agencies and suppliers, providing them with innovative products and services that offer a competitive advantage in the leisure and corporate markets. With a global reputation for excellence, AMG advances the trade through dedicated sales support, proprietary technology, networking opportunities, longstanding supplier partnerships and award-winning marketing. With more than 25,000 top-performing advisors generating $20 billion in revenue, AMG empowers its affiliates to achieve greater success financially, professionally and personally.


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