Can it really be a whole five years since Covid hit and our world came to a grinding halt? We swapped passports for banana bread, airport lounges for our living rooms and foreign beaches for our own backyard.
For many, it all feels like a distant memory, but for others, it’s still very much an unwelcome presence. One thing’s for sure though – the pandemic’s impact has reshaped so many aspects of our lives, including travel. It may feel like we’re ‘back to normal’, but in truth, the way we search, book and experience holidays has shifted and evolved in a variety of ways.
Let’s go back in time
Before Covid, the travel industry was like a well-oiled machine. Traveller booking behaviour followed the same trend year on year and businesses could set their watches to annual peaks and troughs. Destinations such as Spain, France and Greece reigned supreme and the expression ‘staycation’ was just a glint in the milkman’s eye.
But then, along came the pandemic and everything changed.
Travel simply stopped. Airport lounges sat empty. Travel agencies went bust. Airlines bled cash and holidays were either cancelled or postponed indefinitely. When travel finally returned, regionally rather than globally (China for instance didn’t reopen its borders until March 2023!), travellers faced a minefield of ever-changing rules and gambles, where holiday plans could come crashing down in the blink of a positive Covid test.
What happened in the aftermath of Lockdown?
As restrictions eased and confidence returned, travel started to make its great comeback, and people were desperate to scratch that wanderlust itch. And scratch we did…albeit in a slightly different way than pre-lockdown. Here’s five examples of how things changed:
1. Travel agents became trendy again
The days of popping into your local high street travel agency and booking a holiday face to face may feel like they belong to a bygone era, but agents have enjoyed a renaissance since Covid, with the likes of Travel Counsellors seeing record-breaking sales over the last couple of years. Customers are seeing renewed value in having ATOL protection, insider knowledge and real-time advice that an agent can provide. In fact, the proportion of people saying they booked a holiday with a travel professional in the last year has risen to 38%, up from 34% the previous year, while 60% of millennials are happy to pay more for the knowledge travel agents provide.
From ABTA Holiday Habits 2024-25
2. Domestic travel is here to stay
Following lockdown, the holiday-related search term with the highest growth in the UK was ‘staycation’ This term soared in popularity and saw year-over-year growth of over 500 percent in 2020. Britons started to fall in love with Britain again, exacerbated by additional factors such as the war in Ukraine, Brexit and the cost-of-living crisis. Nearly two-thirds (63%) of adults have already started planning ‘staycations’ across the UK for the year ahead and are expected to spend £784 on the average domestic holiday.
“We’ve seen seismic changes to how and where we take our breaks across the past few years, and the popularity of the UK staycation is unquestionably one of the most significant”
3. Destination dupes and taking a path less travelled
Not only did the travel industry bounce back after Covid, it also thrust some lesser-known destinations into the spotlight that gained little attention pre pandemic. A combination of TikTok and Instagram influencers looking beyond the likes of Venice and Dubai, plus pushback from tourism hotspots such as Barcelona or the Balearics, meant other places had a chance to shine.
Take for example Albania. It’s fair to say this Balkan nation has truly become the darling of the travel industry since Covid, particularly in the last couple of years. According to Semrush, searches for the term ‘albania holidays’ in January this year were up a whopping 368% compared to the same period January 2020 (Covid had not yet hit our shores at that point). The graph below from Google Trends demonstrates Albania’s meteoric rise perfectly:
Other countries such as Montenegro and North Macedonia also saw significant growth (as shown in our review of travel search stats in 2024), attracting holidaymakers seeking fewer crowds, better value for money and a more ‘outside of the box’ experience to share on social media.
4. Sustainability matters more
A global lockdown gave people time to reflect on their impact on the world and that includes how we travel and where we travel to. Since the pandemic, 61% of travellers report wanting to choose more sustainable travel options. Eco-friendly accommodation is on the rise and less crowded destinations are increasingly in demand, reflecting a growing awareness that travel should be about more than just personal experiences; it should also support conservation efforts and cultural preservation.
Airlines have also followed suit, with the likes of British Airways, Virgin Atlantic, easyJet and more all pledging their commitment to achieving net zero carbon emissions:
This collective shift, not just championed by airlines but widely adopted across the entire travel and tourism industry suggests that sustainable travel is no longer a niche concern but a fundamental part of the way people explore the world. We desperately hope that this trend sustains itself, despite the ongoing rhetoric and row backs from various governments in recent times.
5. AI and travel now go hand in hand
AI is becoming firmly embedded in travel planning, both in terms of customer service and people seeking inspiration. Household names like Kayak and Expedia were among the early adopters.
Younger travellers, especially Gen Z, are turning to AI for travel advice. A Sainsbury’s Bank Travel Money survey found that one in ten Britons have used AI for trip planning, with one in five considering it for future travels. That being said, AI-generated recommendations are still prone to the odd gaff and despite technology becoming increasingly sophisticated, most AI chatbots still struggle with more complex schedules and niche travel needs, highlighting the need for cross-referencing with traditional sources (SEOs can breathe a sigh of relief for now!).
Final thoughts
A whole half-decade on and travel is in pretty good shape. We’ve had record-breaking years, plus new and exciting destinations capturing our imaginations. The days of tumbleweed rolling across deserted runways are firmly behind us.
That’s not to say it’s all a bed of roses. Travel is still (and always has been) vulnerable to whatever is happening in the economy. The cost-of-living crisis rumbles on and families are facing mortgage and rent hikes like never before. Despite this, people (particularly Gen Z) still want to travel and are not prepared to give that up but instead are seeking travel experiences which offer greater value for money.
But on the whole, it’s an exciting time for the industry. And yes, five years on, travel isn’t what it used to be. But maybe, just maybe, it’s better.
