Despite the recession and rising food prices - Swedes are not opting out of the sun holiday this summer. Tour operators are reporting that the booking situation is starting to resemble pre-pandemic levels.

Traveling abroad during the summer holidays is not something that Swedes intend to give up at the moment. According to tour operators, the booking situation looks much better than expected.

”"You could say that bookings are very good, despite the slightly tougher economy we are in," says Adam Györki, communications manager at Tui. 

Before the colleagues at Ving parted ways for the Christmas break, CEO Anders Wikner told them to "not be too disappointed" if they did not meet the high sales expectations, says Communications Manager Claes Pellvik.

”"Since we met after the Christmas holidays, we had actually exceeded these sales expectations a little and it has continued that way," he says.

The same sigh of relief was heaved at the Apollo travel agency after the Christmas break.

”"Right after Christmas, the bookings were really high and we thought: 'what?', which was super fun. And then it has continued to be like that week after week," says communications manager Sandra Miller Kinge.

At Apollo, trips are being booked ”en masse” for the spring and summer, according to Miller Kinge. The booking situation is now the same as in 2019 and in absolute terms, they have even sold more in some weeks, she says.

For Tui and Ving, bookings are still a bit below 2019 levels.

According to Adam Györki at Tui, it also seems that many people are booking their trips a little later than they did before the pandemic.

”That behavior has persisted, so we don't know where we'll land this summer, but it's booking up very, very well,” says Györki. 

Travel also seems to be high on the list of things that consumers cannot imagine saving on in the future, says Adam Györki, referring to surveys that Tui itself has conducted or purchased from other players.

”"It's quite unusual. Historically, travel is usually one of the first things you save up for," he says.

The fact that the pandemic limited travel for a couple of years is, according to Györki, a likely explanation. The fact that the electricity subsidy has now started to be paid out may also contribute to more people now choosing to book trips for the summer, he says.

Sandra Miller Kinge also believes in a "post-pandemic effect".

”"You haven't been able to travel and now you feel like you can. You may have both vacation days and some money reserved for it," says Sandra Miller Kinge.

When it comes to destinations, tour operators say the Greek islands are climbing the popularity list. Turkey is ”losing ground significantly,” according to Adam Györki. 

According to Claes Pellvik at Ving, the pent-up desire to travel after the pandemic may also have been reinforced by last year's "start-up problems" for the travel industry. He cites cancelled flights due to the SAS pilot strike and the police passport chaos as examples.

It could also be that consumers have prioritized other things in order to afford their trips. For example, industries within the luxury goods trade have signaled that they have had a tough time, he says.

”"I'm thinking building materials, clothing and shoes, interior design, furniture and so on. It seems like they're holding back a bit and prioritizing travel and experiences."”

There are three quarters left in 2023 and by now, tour operators have learned that obstacles may arise along the way, says Claes Pellvik.

”But so far it looks really good.”

Source: TT-DI.SE