“Surge.” -Overused, possibly, misleading

By | Category: Travel rumblings

The most over-used word of last week was “surge.”

Any travel company representative that had a media microphone stuck in front of them seemed to be saying that their company had received a surge of bookings after more countries were moved to the green list or the amber list.

France had a surge of bookings last week. But many is a surge?

And after France was moved from amber watch to amber meaning no quarantine was required on re-entry to the UK, British bookings to France surged as well.

Brittany Ferries and Eurostar had surges as did airlines. It all sounded as though a mass of people were being shoved into a narrowing pipe and spat out the end.

Two countries that didn’t have a “surge” were Greece and Turkey where media coverage of devastating fires has rather quietened bookings as people look for less dramatic destinations to visit.

But was there such a big increase in bookings as the word “surge” suggests?

Less than a fortnight ago, Just about Travel drew attention to the fact that hard numbers on bookers were not forthcoming from travel companies as they preferred to use percentage increases or surges to report booking increases rather than hard numbers.

As we enter the second week of August and with schools returning in just under a month, is there really time enough for a “surge” to save summer?

The answer is no.

Increased bookings will help to stem losses and provide some comfort but only those involved in staycations seem to be likely to celebrate the year.

And Capri.

The Italian island claims that the population is fully vaccinated and that surely must explain why the island is crowded with tourists, mostly Italians.

But then so are many parts of the UK. There has been a real and documented surge in bookings. Try getting a B&B in Pembrokeshire at the moment. It isn’t easy as I found out on Friday when trying to book four rooms.

Yes, there is a “surge” is holiday bookings both for overseas and domestic trips. But some are more substantial than others!  

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