The signs are bright when it comes to consumer travel sentiment, but executives at Travel Leaders Group (TLG) say the industry is not out of the woods yet and won’t be until the world fully begins to travel again.

“We are beginning to see the light at the end of the tunnel… travellers are eager once again to travel,” says TLG president John Lovell, citing a new survey of Canadian and US frequent travellers by the organization stating that 70 percent of them plan to take a vacation in 2021 (and 23% this year).

The survey, conducted in conjunction with the World Travel & Tourism Council (WTTC) in September, also showed that 45% of respondents have already made plans or are starting to make finite plans for their next vacation, while 54% say they are dreaming of when they can travel again.

Almost to a man and woman, respondents said they were “eager” to travel again (99%).

And to that end, Lovell says, “Our industry needs to provide them with the information and perspective they need to feel comfortable planning their next trip… and all of us need to remain laser-focussed on ensuring the travel agency distribution channel remains strong.”

That shouldn’t be a problem for TLG, at least if the response to its annual Travel Leaders Network (TLN) conference last week was any indication. Dubbed “Bridge to the Future,” the event – held virtually due to the pandemic – attracted a record-breaking 4,000 participants from around the globe for three days of educational workshops, professional development sessions, supplier interaction, and presentations by experts on matters related to the “unprecedented times” being experienced by the travel industry.

TLN has also launched a “deep dive” FAM program for agents, designed to give its members a first look at travelling during the changing travel environment. US members have already visited Dubai, Mexico and Disney World, and phase one of the project will see 150 agents take 18 more trips to Mexico and the Caribbean this fall, with sponsors including Sandals, Iberostar and Palace Resorts. Canadians FAMs will roll out in November.

“Even though world travel is in a state of flux, the best way for advisors to be able to sell various destinations is to personally experience them,” says TLN president Roger Block.

TLG CMO Stephen McGillivray adds, “Beyond providing valuable information for travel advisors, the ‘Insider’ trips are designed to show that these destinations are open and ready to safely welcome visitors.”

Indeed, despite its encouraging responses, the TLG survey indicated that consumers are grappling with a number of concerns about travelling.

More than half of responded said are concerned about the risk of being infected when travelling on a plane or cruise ship, getting stuck while away from home or being quarantined on a cruise ship or at a hotel. A lesser number cited concerns about them or a family member contracting the virus while travelling, worries about getting a refund if the trip is cancelled, and concerns about family members with higher risk health conditions.

Christine James, VP Canada for TL Network, says the recent rolling out of “peace of mind” insurance coverage by tour operators and airlines has gone a long way to boosting consumer confidence in this country, but she notes that Canada’s 14-day quarantine policy must be overcome before international travel can move forward.

Despite the organization’s general optimism, Roger Block says there continues to be an “acute” need for a continuation of stimulus funding for travel agencies in both the US and Canada, otherwise more and more agencies will face severe financial hardships.

“No way we are not out of the woods yet,” he says. “We won’t be out of the woods until the world starts to travel.”

Next year’s TLN Edge conference will take place at Universal Orlando Resort at an unspecified date with a promise by Block of “more hugs, more high fives, and more congratulations.”

“Hopefully,” he adds, “we’ll never have to do a (virtual conference) again.”

TLG includes TLN, North America’s largest travel network with over 5,500 agency locations, and which itself encompasses Nexion Travel Group, Barrhead Travel, Roadtrips, Travel Leaders Vacation Center, CruCon Cruise Outlet and Cruise Specialists.