While there is a lot of concern about the war in Ukraine among travel advisors and their clients, it is not having a major impact on business, according to a survey of nearly 400 agents, part of TravelAge West’s Need to Know research series.
Eighty percent of respondents say they are very or somewhat concerned about how the war will affect their business. In addition, 77% of advisors have had customers express concern about the war, however, 62% say clients have not changed or canceled their travel plans.
Seventy-seven percent of travel advisors have clients who are concerned about the war in Ukraine.
Credit: 2022 TravelAge West
"I would say 100% of clients are concerned about Ukraine,” said Lynda Turley, a travel advisor with Turley Travel Group, an affiliate of Alpine Travel of Saratoga/Coastline Travel Advisors based in Saratoga, Calif. “But I have not had one person cancel.”
Turley said that a few suppliers have changed or canceled itineraries, but her clients have adapted to the changes and altered their plans as necessary.
Travel to Eastern Europe Is Most Impacted
According to the survey, advisors are most concerned about travel to Eastern Europe (59%), followed by elsewhere in Europe (18%), as well as Italy (10%) and Germany (9%).
Despite their concerns, most advisors (58%) have not reached out to clients to discuss the Ukraine conflict and their travel planning. Even more (65%) have not contacted suppliers to discuss how the war will affect travel itineraries.
A little more than half of travel advisors have not done any special communications regarding the war in Ukraine.
Credit: 2022 TravelAge West“I’ve reached out to all the clients who are currently booked,” Turley said. “But I have not checked in with my full client list.”
Advisors Are Still Optimistic About Summer Travel to Europe
Even with all the concern about the war, the majority of advisors (53%) are either very or somewhat optimistic about travel to Europe this summer. Most advisors expect their Europe bookings to be the same or greater than last year — only 30% expect business to be down — however, most advisors (60%) say it is still down from pre-pandemic levels.
About half of travel advisors are optimistic about travel to Europe this summer.
Credit: 2022 TravelAge West“I’m very optimistic about travel to Europe,” Turley said. “It’s going to be a record-breaking year. All my colleagues are swamped as well. I’m even getting two or three referrals per week for Europe this summer that I’m passing to a colleague.”
Need to Know Survey Series
“Need to Know” is a research series from TravelAge West that tracks the responses of advisors as they relate to various travel trends and topics. This survey recorded the responses of 392 advisors across the U.S. Click here to see more Need to Know stories.
