To kick things off, there any updates from PATA?
At PATA, we’re constantly expanding. We’re always thinking of new ways to support agents and provide useful tools. One of the big updates is that our new website is now live—we launched it a couple of months ago and have been making small tweaks since, but it’s up and running and looks great. I’d really recommend readers take a look.
We’re really member focused. If our members want more training or specific features on the website, they can let us know and we’ll make it happen. We’re also reviewing the membership offering to make sure it continues to be a fantastic, valuable place for agents.
We’ve got lots of events lined up too and there’s a packed calendar of training events coming up.
Are there any destinations that stand out right now in terms of growth or popularity in the UK market?
Absolutely! I’m the Destination Manager for Asia, so I’ll always have a bit of bias but I have to give a massive shoutout to Australia. It’s not a new destination, of course—we’ve always had strong friends and family travel there—but for Travelbag, Australia is on fire right now.
We’re seeing more substantial, high-value bookings. Customers are going beyond Sydney, visiting places like Uluru, Perth, and the Garden Route. It’s not just a one-stop trip anymore. Australia is performing so well, and the tourist boards there are doing a brilliant job promoting the diversity of experiences.
On the Asia front, my beloved Thailand has seen a slowdown recently, which is reflective of a wider UK trend. But in contrast, Vietnam, Indonesia, and Malaysia are tracking really well. So while overall booking numbers might be slightly down, the average length of stay and margins are up, which is great—especially in the context of overtourism concerns.
Speaking of overtourism, is that shift in Thailand bookings a reflection of travellers wanting more sustainable or off-the-beaten-path experiences?
Yes, definitely. For us, and I’d say most UK tour operators, Phuket and Koh Samui make up a huge chunk of Thailand bookings. But those destinations are now oversaturated, not just from the UK but also Australia, Russia, China, and from domestic travellers.
So, we’ve had to pivot. Destinations like Khao Lak are seeing a real resurgence—bookings are up 23% for us. Places like Chiang Mai, Chiang Rai,and even smaller islands like Ko Yao Yai are doing really well.
Outside Thailand, UK travellers are looking to Vietnam and Malaysia with Vietnam bookings up 58% year on year.
But we need to be cautious, other markets, especially Australia, are heading to these destinations too, and infrastructure in those places needs time to catch up. For me, it’s not about volume; it’s about quality. I’d rather see fewer, higher-value bookings that don’t overwhelm local communities.
And what’s behind the surge in demand for Australia? Any particular trends driving those longer, more lucrative bookings?
Great question! Here’s what I’m seeing: post-pandemic friends and family travel was huge. People hadn’t seen loved ones in five years. That sector will always be important—those trips are often flight-only or involve just a few nights in a hotel.
Now, we’re seeing more leisure-focused holidays, and tourist boards are doing an incredible job promoting everything Australia has to offer. Yes, flights and accommodation are still pricey, but people are willing to spend. Our average booking value to Australia is now around £14,000, so really significant, premium trips.
Back to Asia—what are the current trends you’re noticing in what UK travellers want from their trips?
We’re getting more and more requests for wellness-focused travel. That can be traditional wellness, like yoga and Pilates retreats, just destinations with a slower, more mindful pace. This is probably why secondary Thai destinations like Chiang Mai are doing well as they’re perfect for digital detoxes and peaceful escapes.
Another big trend is multi-generational travel. We’re seeing more families travelling together: grandparents, parents, kids, aunts and uncles. So we’re often asked for villas, large suites,and interconnecting rooms to accommodate larger groups. Properties that cater to a wide range of ages are in demand.
With the political uncertainty in the U.S. and upheaval in the Middle East, do you see opportunities for Australia and Asia?
100%, yes. The U.S. and Middle East have both taken a downturn recently. That’s significant for us, especially as we’re owned by Emirates and the Middle East has been a major focus.
We’ve seen drops across the board in the Middle East, even destinations like Qatar and Amman. The U.S. had a decent run but has dropped again in the past six weeks. Factors like the increased ESTA fee (now $40) and reduced marketing budgets—like Brand USA having less to spend—have impacted UK tour operators.
Luckily for us, Asia is still strong. We benefit from great connections via Middle Eastern airlines, but Asian carriers like Singapore Airlines, Malaysia Airlines and EVA Air are phenomenal too. So Asia and Oceania are looking healthy for now.
Looking ahead, are there any emerging destinations you think agents should be keeping an eye on?
I think China might be one to watch. I recently watched Race Across the World, and it showcased the countryside beyond the big cities so beautifully. Destinations like that have huge potential.
Also close to my heart is the Philippines. It’s stunning—so many untouched beaches and vibrant culture. I visited a few years ago on a friend’s honeymoon and was blown away. If the Philippines can improve logistics, infrastructure, and standards it could be an incredible destination in the next five years.
But right now? Vietnam is having a serious moment. It’s like the new Thailand, but still a few years behind in terms of infrastructure and polish. That might change soon, though, and it could come with an influx of tourism. But right now, it’s a fantastic, emerging destination.
And finally, are there any new flight routes improving access to Asia or the PATA region?
Yes! I believe Emirates will soon launch flights to Vietnam, possibly via Dubai to Da Nang. And Etihad has an exciting new route starting in November: it will fly to Chiang Mai, bypassing Bangkok. That’s huge! Chiang Mai deserves that attention. BA used to fly there before COVID, but dropped the route.
Etihad will also be flying to Krabi, which is another win. And then you have regional carriers like Scoot and Singapore Airlines adding new connections to places like Darwin and on to New Zealand and Fiji.
These routes make multi-country itineraries in Asia much more accessible, and less intimidating for both agents and travellers.
